Local Department Stores Overweight "Experience Economy" Performance Continues To Rise

In August 8th, Sui Songwei, general manager of Tai Koo Hui (Guangzhou) Development Co., Ltd., together with Hongkong artistes and professional racers Kar Lok Chin and Jacqueline Chong, attended the launching ceremony of the Tai Koo Hui super sports car culture tour.

At the same time, Tai Koo Hui shopping mall also turned into a "track" scene, so that the fans like to race.

Here, customers can not only enjoy the new super car models that are synchronized with the auto show or even appear at this year's Guangzhou auto show, but also experience the "H5 game" and "simulated driving" of the "joint venture network".

Huang Haibin, senior public affairs director of Tai Koo Hui, introduced

It brings fresh, diversified and rich shopping and leisure experience, and Tai Koo Hui has spared no effort.

Last year, Tai Koo Hui launched "Disney 90th anniversary celebration" and "micro film X musicals" and other items.

There has also been a huge increase.

Sui Songwei, general manager of Tai Koo Hui (Guangzhou) development limited, said: "Tai Koo Hui hopes to share the ultimate lifestyle with customers, bringing fresh, diversified and rich shopping and leisure experience."

Data show that in 2014, Tai Koo Hui recorded an increase of 11% in sales.

Up to 99%.

According to its disclosure, in the first half of 2015, sales of Tai Koo Hui also increased by 20% over the same period last year.

In recent two years, the experience activities of local department stores in Guangzhou are brilliant.

Since its beginning in 2012, Zheng Jia square has begun to inject more cultural power into commercial space. Almost every two months, it has held a thematic exhibition, including the "Guangzhou three annual exhibition", "sitting for the design" retrospective exhibition, the "Duo A dream" theme exhibition, etc. in addition, the oceanarium, the art gallery, the children's science and Technology Museum, the night market and other places of experience are also under construction.

The small Q children's city of Gould's landmark has also upgraded its membership services in 2014, such as the introduction of personalized birthday party custom package services.

Wanda also launched a variety of food festivals in Guangzhou to attract public participation.

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What is the development path of Internet + commerce? What kind of O2O fusion development mode is suitable for Shanghai? Chen Xiaoming, director of the e-commerce Department of Shanghai Business Committee, thinks that "Internet + business" is more complicated than expected. At present, there are no successful cases of O2O integration development in the whole country. They are groping and running in stage. The Mall mode is the same, but the test is better than no test. After two or three years, we can see whether it is mature or not. The complex point may take 5-10 years to promote replication.

Qi Xiaozhai, vice president of the Shanghai commercial economic society, said that there is no standard mode for each entity's business pformation. Different enterprises must combine their own conditions, such as location, scale, capital and knowledge, to break out their own path, otherwise a new homogenization will be formed.

For example, not all shopping malls are suitable to be pformed into the show Mall, which is dominated by entertainment industry. The international garden of Qilian mountain road in Putuo District is also trying to build an entertainment shopping center. Shopping centers are mainly based on display, which is direct sale of luxury goods, which reduces the circulation cost by buying European direct mining. However, because the location is rather partial, there is no need for lovers and friends to entertain late into the night, and the hardware that they can stay nearby for second days will be followed by "slow heat".

Qi Xiao - Hai still has confidence in the future of traditional commerce.

He said: "in the next 5 years, clothing, shoes and hats and other general merchandise retail business, half of the electricity supplier can not be replaced.

In the future, the proportion of impromptu shopping will be significantly enhanced, that is, friends and family gather in the mall for dinner, entertainment, fancy a product or a friend's circle of hot goods and then buy it. The traditional shopping mall must spend more time on experiential consumption, and at the same time, use big data to identify the target population, so as to catch the consumers.

Although it is hard to say that consumers can not buy it, Yang Bingjie believes that traditional business is to "Internet + business + entertainment + literary creation + experience +..."

The pformation of the new mode is the trend of the times. Moreover, compared with those shopping malls that frequently adjust the commodity structure and spend huge amounts of money on hardware renovation, the cost of pforming a traditional shopping mall into Mall is not very high. If the market reaction is good, it is not difficult to replicate and popularize it.

"Now consumers are not becoming more and more accustomed to shopping online, do not bother to go shopping? But they are willing to spend time in ChinaJoy watching Showgirl, going to the cinema to see 3D movies, seeking sensory stimulation and meeting the needs of experience. The purpose of this mode is to use theater theater shopping space and dozens of different scenes to attract men and women to live experience, and to stimulate their consumption desire through" situational feelings ".

Yang Bingjie said that the marketing mode of "Internet + shopping mall" of Xiu Mall is eight words in detail, namely, "buying and selling at the same time, the same price as the electricity supplier". The products of the "props" on the spot can be purchased on the spot, and the price is equal to the price of the electronic mall, and it can provide the safeguard of rights protection, so that consumers can experience the online experience like Alice's Wonderland, online shopping, and there is no need to worry that the price of the shopping mall is higher than that of online shopping.