Running The Passenger Flow Is The Kingly Way.

A shopping mall of 50 thousand square meters, assuming that the sales performance of the last year is 1 billion and the plan for the next year will grow by 15%, how can we achieve this growth rate? In the past 90% of our peers will choose to upgrade and raise the unit price, so we can see that many high quality department stores have changed the brand on the first floor to luxury goods.

In today's new normal retail environment, the solution to this problem is quite different. Passenger flow is the only way.

For those shops that have not yet been opened, if the floor plan of the first floor is planned for LV, Gucci, Hermes, Prada and other representative luxury brands, the team can be brave and have the courage to lean toward the Hushan line, or do not understand the market situation and trend.

What we need to face up to is that the retail environment under the new normal has been violently attacked by purchasing agents and electric providers. It is a kingly way to make efforts to manage passenger flow. Experience, scenes and services can never be realized for consumers.

Today's consumers have too many options for buying channels, and domestic retail enterprises are facing unprecedented cross - temporal competition.

Overseas direct purchase, purchasing, and electronic commerce will send goods far away from home to customers at a more affordable price, forming a competition across the ocean for domestic retail entities, while Oteri J will provide customers with low price for last season, different time band products, and form cross time competition for domestic retail entities.

This year's double 11, only 12 minutes and 28 seconds, sales reached 10 billion yuan, double 11 day, Tmall turnover reached 91 billion 217 million yuan, compared to 2014, an increase of 60%.

In the 2014 year of the year, the scale of e-commerce pactions in China reached 13.4 trillion yuan, up 31.4% over the same period last year.

The scale of the online retail market has reached 2 trillion and 820 billion yuan, up 49.7% from the same period last year, accounting for 10.6% of the total retail sales of social consumer goods, an increase of 32.5% over the same period last year.

Data show that in 2013, the scale of overseas purchasing market pactions amounted to 76 billion 700 million yuan, an increase of 58.8% over the same period last year, and this figure exceeded 100 billion yuan in 2014 years.

Japan and South Korea's cosmetics, daily necessities, luxury goods in Europe, children's products in Australia, different countries have different brands and product advantages.

Compared with domestic physical retailing, overseas purchasing has huge advantages of price benefits and commodity riches, and overseas purchasing seems to have more advantages.

Last year, 184 key shopping malls in the country, Tianjin Florence town and Beijing seiole, respectively, increased by 28.2% and 13% over the same period last year, accounting for two in sales growth of TOP20.

It is the attraction of domestic consumers to luxury goods, but because of the purchasing power displayed by the store's price reasons, the domestic production of orlies has begun to increase. During the eleven golden week this year, Nanjing's Tangshan Bailian Ole, Harbin Shanshan OLE and Kunshan's first ole ole 3 ole opened the door.

Although online traffic is amazing, there are always two sides to it. The interaction between physical retail and passenger flow is never done by electric providers.

To compete with the low price advantages such as electricity providers and Oteri J, we should create a theme, design scenario and rich formats to create passenger flow, attract passengers and manage passenger flow, instead of continuing to blindly pursue the positioning of the tall.

Everyone knows that Rome was not built in a day, but many new shopping malls have a desire to go all the way to the world, hoping to gather the best brands in the world on business day.

Familiar in the circle

Hong Kong, Shenzhen, the Mixc and other shopping malls have gone through 10 years of adjustment.

The path to success of Nanjing's De Ji is not duplicable. The historical background of the downward expansion of the commanding heights has become a thing of the past.

The prospect of a shopping mall with no grades is very worrying.

The more obvious cases are Shanghai Rui department store, Shanghai Heng Long Plaza, Beijing Financial Street shopping center, Chengdu Renheng land, Guangzhou Libai square.

From a macro perspective, the government's impact on corruption is very large, which directly causes consumers to shop at a low frequency.

In terms of external strength, the price gap between domestic and overseas is obvious, causing consumers to go overseas purchasing.

All these factors directly affect the number of passengers in high-grade shopping malls.

Kong Hui Plaza is located in Xujiahui, one of the four major sub cities in Shanghai. It opened in 99 and was 120 thousand in volume.

The average daily passenger flow in Xujiahui is more than 65 million, while the Port Plaza is a well deserved passenger flow center in Xujiahui.

The Hong Kong Hui square, which is crowded with people all the time, has undergone large-scale adjustment in 2012. Gucci, Tiffany & Co, Bottega Veneta, Buberry, Chloe, Loewe and other international first and second tier brands have been gradually settled. The Hong Kong Hui Plaza has entered a new historical height and has become the highest grade shopping mall in Xujiahui, with a performance of 4 billion yuan last year.

Shenzhen, also known as a big Mac.

In 2004, it opened nearly 200 thousand square meters, and was one of the pioneers of one stop shopping center in China.

The aggressive appearance and rich interior attract customers 30 million in a year and annual sales volume is 6 billion yuan.

Then, the huge passenger flow makes many.

Its confidence has been greatly increased and its brand quality has been upgraded. Now it has a number of luxury brands such as Louis Vuitton, Gucci, Dior, Cartier and Burberry.

Opened in 2006, the first phase of the luxury luxury positioning route was extended to the two stage in 2012. After almost all the high-end luxury goods in the market, Lifestyle routes were adopted to cater for the progressive changes in consumer psychology and behavior in China.

Such a strategy did not result in the loss of passenger flow because of the downgrade, but because of the richness of the brand, the passenger flow and sales volume increased greatly.

In the three years from 2012 to 2014, the performance of Nanjing based De Ji continued to rise, squeezed into the top three domestic shopping centers.

Of course, this way of downhill from the top of Pyramid can no longer be replicated in the current retail environment.

The golden age of luxury goods has gone through the clouds. In some places, they have come, but they have gone.

LV will close the flagship store on the Huaihai Road in Shanghai, close the Huayu store in Taiyuan, pfer to Taiyuan Tian Mei, close the Xiamen Marco Polo shop, stop the plan to open Wuxi new dragon, and choose to retain Wuxi's eight hundred companion.

Gucci, the leader of luxury brands, will close Chengdu Renhe, Nanning dream island and Shanghai Jinying three stores which are about to expire.

Hermes, BV, Dior, Chanel and so on brand close shop or choose to open a house, may be only a matter of time.