The Department Store Industry Will Not Die And Need To Be Repositioned.

The future of traditional department stores must be based on innovation, giving consumers a reason for shopping, redefining the target consumer groups, re understanding consumer shopping needs, re optimizing the consumption experience, and satisfying the needs of the future will exist, and the enterprises that will provide high-quality experience in the future will be able to develop rapidly.

Taking department stores as an open platform for operation, enabling people with willingness, ability and resources to play a greater value on the platform is an innovative direction for the future Department optimization management.

Of course, we need to strengthen the ability to operate our customers. We should focus on the operation of consumers, take the "flow" as the core indicator, and enhance the consumer experience as the ultimate goal.

The department store industry needs to satisfy consumers' experience needs in the aspects of scene, game, intelligence and so on, and satisfy the consumers' sense of achievement through sharing and participation.

The future will be able to meet the needs of consumers in commodities, experience and participation in the format and enterprises will be able to develop rapidly.

The innovation of the department store industry is firstly the innovation of positioning and profit mode, and the innovation of positioning and profit mode is to innovate the theme and format based on the target consumer group.

Future department stores also need to focus on the construction of the ecological circle and fans group, and achieve diversified profits through the operation of customers, not limited to "selling goods + collecting rents".

For the target consumer group, the department store industry in the future should focus on the middle class. They are not only the controllers of the main wealth, but also the main force of the future consumption. It is estimated that by 2022, the middle class families whose annual income will exceed 60 thousand yuan / year will reach 76%. They will spend more on non essential necessities and services, and are willing to pay premium for high quality and well-known brands.

The theme innovation of department stores is to solve the problem of "1000 stores and one side" of department stores, to meet differentiated consumption needs and create a differentiated shopping experience atmosphere.

K11 of New World Group

It is a successful representative of theme positioning innovation. It integrates art, humanities and natural three core elements, combines art appreciation, humanistic experience and natural environmental protection perfectly, and brings out unlimited creative, free and personalized life brand, bringing unprecedented sensory experience to the public.

The innovation of business format is based on the innovation of the matching pattern of business services under the theme. At present, the better development of shopping centers depends on the improvement of their matching ratio, enlarging the experience area and reducing the sales area.

Consumer online shopping has become the norm of life. Online shopping is convenient and inexpensive. The search for "lazy people shopping mode" saves time and saves time.

Therefore, online and offline integration is inevitable for the future development of department stores. In terms of the pformation of traditional department stores, the layout line has only one aim to provide consumers with a better shopping experience.

So in developing O2O mode, in addition to meeting online shopping needs and increasing traffic, department stores should also start to optimize the internal consumption demand information collection system, so as to help enterprises accurately understand consumer demand, and promote and improve information push more effectively.

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Self run

It is the two direction for traditional department stores to break through. At present, most of the department stores in China operate on the basis of joint operation. In contrast to the famous high-end boutiques such as Crawford, one of the key factors of their success is to adopt the buying mode and have an excellent buyer team.

Department stores should increase the proportion of their own businesses, and build a combination of boutique and local department stores according to the development characteristics of different commercial markets and local consumption characteristics.

Of course, there is greater risk and change difficulty behind the self operation. The deep pool mode is a pitional mode that can be selected by the department store operation innovation. It participates in the management of commodities, operations and personnel of some brands, especially the second line brands, and forms a deep partner mechanism with the brand players to help the brand enhance sales performance and achieve a win-win situation.

To a certain extent, deep pool mode can improve brand management and help department stores gradually develop commodity and category planning and management capabilities.