Is There A Cooperation Between The Mixc And Shang Tai Department Store In Shenyang?

In fact, around the world, shopping centers in different parts of the world are the same. Not making a department store is not determined by a person's will, but by making a correct analysis according to the specific circumstances, making the best decision and judgement.

Only in this way can the great ship of the shopping centre sail and prosper.

In May 15, 2011, the Mixc, Shenyang officially opened. This is the third the Mixc in Huarun's land after Shenzhen and Hangzhou.

Shenyang the Mixc is located in the core area of Golden Corridor business district, Youth Street, with a commercial area of 250 thousand square meters, with an underground one floor and six storey commercial buildings on the ground.

The combination of formats in the Mixc, Shenyang has basically extended the mode of Shenzhen, the main store, half main shop and hundreds of independent shops.

With Thailand's Shang Tai Department store, Korea Mega joy studios, OLE supermarket and ice variety elephant skating rink as its main store, the international consumption concept once brought many surprises to consumers.

Among the four main stores in the Mixc, especially Thailand retail giant Shang Tai Department Store is the most attracting concern. Shang Tai Department store, which has a commercial area of 28 thousand square meters, not only focuses on high-end, but also brings together many international brands.

A new landmark of luxury.

However, the Shang Tai Department of "high and high beating" won the eyeball and won popularity, but eventually lost the market. After opening, it did not cause the hot sales, even in holiday days, the store was also bleak.

Finally, in June 2014, under the pressure of rent and operating conditions and so on, only three years after the opening of the business, Shang Tai Department Store officially announced that it was closed, and its "dew feelings" with the Mixc, Shenyang also ended.

After the withdrawal of Shang Tai, the Mixc carried out a comprehensive pformation of the original Shang Tai Department store area, to a certain extent, to achieve the complement of brand and format.

The adjustment range covers 1 floors to 6 floors above ground, with an area of about 30 thousand square meters.

On this basis, we re introduced more than 100 brands, including cosmetics, clothing, children, catering, culture bookstores, home, fitness and many other formats.

After the pformation, the Mixc camp built 260 thousand square meters of shopping experience space and brought together more than 280 shops.

Through positioning adjustment, brand reconstruction and upgrading of architectural design, it further improves its urban function as a shopping center.

In 2011, at the beginning of the opening of the Mixc in Shenyang, relying on high-density luxury flagship stores, and other high-end formats such as Shang Tai Department store and OLE supermarket, the location of high-end urban complex in Shenyang and Northeast China was quickly established.

In the past four years, sales performance has been rising with the leading role of luxury goods and high-end consumption.

For a while, "Gao Shang" became synonymous with the Mixc, Shenyang.

After the withdrawal of Shang Tai Department store,

Active "lower body", from the original high-end consumption positioning gradually to the younger consumption of the masses, the introduction of a lot of light luxury, tide brand and fast fashion brand, but also makes the Mixc's consumer groups more diversified.

On this basis, the Mixc has fully expanded the volume of catering business, focusing on the introduction of many popular fast fashion restaurant brands to attract more young consumers.

At present, there are both high-end catering brands such as Tai Fei tin tie ban and Wang Pin steak in the Mixc's catering industry. There are also Tazhong, Rong Yue, one tea sitting in the middle end catering brand with rich petty bourgeoisie, and a fast fashion restaurant brand including fish, piglets and Grandma's.

Through the combination of food and beverage formats, the passenger flow of shopping malls has been further enhanced, and the time of consumers' stay in shopping malls has been greatly increased.

After the pformation, the Mixc has further improved its layout and intends to enhance the consumption experience of traditional shopping centers.

Bookstores, flower shops, home furnishing, fitness, 3C digital products and other stores have been introduced, covering almost all areas of daily consumption of residents.

From a single luxury consumption to a variety of formats, the whole category of consumption mode.

At the launch ceremony, Li Bai, a Canadian Guinness world record verification officer from Greater China, presented the Guinness world record certification to the Mixc, Shenyang, which certified the ocean pool as "the largest marine pool in the world".

The eleven long holidays that have just passed are the first peak of consumption after the Mixc's pformation in Shenyang.

Relying on the consumption characteristics of the special time period, the Mixc has planned the "BALL Vientiane" sea ball thematic event.

Thanks to the high popularity of the ocean ball, the Mixc has received nearly 65000 customers during the event, with an average of 5000 customers per day, with an average of 5500 passengers per day for eleven days and seven days, with an average annual passenger flow increasing by nearly 90%.

In addition, the sales volume during the eleven shopping malls increased by 30% over the same period, including 65% year-on-year growth in the catering industry and 50% in the same period.

Through some columns

It is not difficult to see that the targeted marketing campaign targeted at Shenyang the Mixc brings huge passenger flow and directly or indirectly leads to the business revenue of the mall.

It is the most direct beneficiary whether the children's business around children is around the family's catering business.

In addition, all kinds of thematic activities for different periods have become a major feature of the Mixc's marketing level, such as Halloween thematic parties, summer evening music festivals, Vientiane borderless market and so on. These theme activities can not only gather a lot of popularity for shopping malls, but also enhance the business income of shopping malls through strong diversion.

After breaking up with Shang Tai Department store, Shenyang the Mixc took the initiative in more than a year, and made use of a variety of "grounding gas" means of operation, through the "experience business" with a sense of participation, experience and details, so that shopping centers have more diversified functions.

In this round of shopping centres "big change", represented by the Mixc "go department store" shopping center will undoubtedly become the last winner.

Nowadays, shopping malls have become a phenomenon of shopping malls, because all the combinations of modern shopping centers can fully meet the needs of independent operation, and no longer need department stores as complementary support.

To go to a department store is not as horrible as it may be.

On the contrary, supermarkets, cinemas, amusements, homes, restaurants and other forms of shopping are thrived in the shopping mall. We can easily find that experience, social interaction and leisure have become the mainstream consumption mode of shopping centers, and shopping is just by the way.

And the attractiveness of department stores to consumers is not only due to the lack of interactive experience, the easy replacement of electricity providers, etc., but also in the fact that homogenization is too serious, and formats, brands, services, decoration layout and other aspects are monotonous, lacking in characteristics and attractiveness.