Andy Marketing Principles Of Xihongmen Shopping Center

After the overall appearance of IKEA home and Xihongmen shopping center, it is like a flood of business in Daxing area, which brings great pressure to surrounding projects.

However, the operation of the 200 thousand square meter business, plus security and cleaning staff, is only a hundred.

In the case of a radish that may have 6 pits, we should stick to personnel reduction in the field of aggregation. This is not only a highly efficient operation experience abroad, but also a pyramid operation rule of Andrii Vereshchaka, the main trader.

From Moscow to Beijing, from the engineering department to take over the Xihongmen shopping mall, over a year, Wei Andi, general manager of the Xihongmen shopping center, will communicate with the eight departments such as market, finance and manpower every week to make the operation of the mall more smoothly.

Wei Andi formulated the three year management strategy, finished the hardware in the first year, and entered the fine operation the following year.

Entering the office area of the Xihongmen shopping center, except for the independent rooms of each conference room, senior personnel including Wei Andy were arranged to work in the same public space.

For any domestic shopping center with a volume of 200 thousand square meters, the number of people employed is almost 100, but in the clustered Xihongmen shopping center, it has been reduced to less than 100 people, with only 50 staff in the office area.

They are divided into eight departments: market, finance, manpower, engineering, tenant management, security, leasing and property.

Wei Andi said his main job is to take turns in dealing with eight different departments in a week or a month, and to formulate a three year strategic plan.

Wei Andi is a working maniac, and his colleagues say that when you go on a business trip, everyone may be taking a rest and waking up to find that he is still focused on the computer work.

"50% of the time will be in the market, with the property team to inspect the cleanliness and power of the shopping mall, etc., communicate with the market team, promote and publicize the tenants, discuss the tenant management with the leasing team, and check the budget of the financial team.

The remaining 50% time will carry out various meetings and some written work, and management group to discuss various matters of the plan, making PPT communication with headquarters, visiting guests and so on.

Wei Andi introduced to Beijing Business Daily reporter.

Up to now, there has been a continuous increase in the number of visitors to the Xihongmen shopping mall, with a total number of visitors exceeding 20 million.

Wei Andi said that the operation is expected.

However, in November, the passenger flow declined slightly, and in the past 10 months continuous growth. They believe that seasonal factors will not have a great impact on shopping centers, but they can not be ignored.

Coming to China, Wei Andi also summed up the characteristics of many Chinese consumers, such as when parents decide when to go, and where the kids decide to go.

In shopping malls, they focus on children's tenants in three levels, and combine catering, shoes and other fashionable tenants to facilitate the consumption of young family customers.

Compared with the previous Moscow project, Wei Andi said in the capital

There is a higher demand. In view of the characteristics of Beijing project, the team will continue to enhance the needs of family customers, especially the needs of "small customers", young women and 25-45 year old middle and high income groups.

At present, the unit price of Xihongmen shopping center is 120-150 yuan / person.

Wei Andi will also frequently study in shopping centers in Beijing. He finds that the development of Beijing's business has actually gone very fast. When investigating similar projects, many shopping center brands have paid great attention to the building of bright spots, the combination of merchants and the management of shopping malls.

He also saw some new business forms that had not yet appeared in the international market.

The shopping center operates like a Pyramid. In Wei Andy's eyes, the bottom is the hardware part of the shopping mall, mainly for the overall atmosphere, the normal operation of the engineering system, and smooth connection.

After the base is stable, it will enter the real commercial operation stage, mainly around the market operation, tenant portfolio, consumer habits research software upgrading.

In the past year, Wei Andi has devoted his energies to the ending of the property. He will check with the teams concerned about the normal operation of the equipment everyday and how to make the links more smoothly.

Next year, mainly to the operation stage, Wei Andi hopes to increase the frequency of communication with merchants, and the tenant meeting plan for each half year will be held quarterly.

"Tenant management department is very necessary to deal with merchants, mainly from two aspects: store decoration, storefront and performance improvement.

Through the overall investigation of the shopping mall passenger flow, the team can find out whether the daily operation of the merchants is reasonable.

Wei Andy, for example, said that there was a restaurant in the shopping mall. At first, the business was very general. The team put forward suggestions for the store, hoping that they would have some adjustment in positioning, make changes in the side dishes, and also need to be more close to the price.

After these changes, the restaurant's performance has increased more than 3 times.

Wei Andi said, at present, all kinds of shopping center operations are relatively stable.

Despite aggregation

The appearance of shopping centers brings pressure to surrounding projects.

It is believed that compared with the European market, there is a big gap in the per capita commercial projects in Beijing, and developers still have room to get a share.

"Competition in the region can lead to business adjustment and improvement. The more peripheral items, there are certain benefits for consumers and operators.

However, all projects should be combined with their own characteristics and target customers' characteristics.

In Wei Andy's eyes, the Xihongmen shopping center is a p regional shopping mall, and there are no real competitors in the surrounding area.

In the gradual development of the new airport and the development of Nancheng, the business atmosphere of the Daxing area is gradually strong. After that, it will consider linkage with some commercial projects of the same magnitude.