Do Department Stores Even Have To Spell Out Sales Promotion Plans And Even Holidays?

"I want you to know that there is a person in this world who will always be waiting for you.

No matter when, wherever you are, you know there is always such a person. "

In order to make the planning more literary and artistic, the editor on the front page of Yintai net quoted Eileen Chang's famous saying to plan an album called "a fashion journey to find himself", which is actually a recommendation of items such as clothes, suitcases and so on. The recommendation is to introduce consumers into Yintai department store.

In the erosion of electricity suppliers, do department stores even have to spell out promotional plans for holidays and holidays? Just after two dozen days, the arrival of Christmas and new year's day has made the offline department stores and shopping malls a carnival of offline retail entities, and even the slogan of "72 hours without closing time".

In the Dahongmen store of Yintai department, the ice lantern castle and the ice snow maze have been arranged. The Department also sent messages to members in advance, inviting them to participate in the way of winning coupons.

Compared with the marketing strategies of other department stores, this practice is not new, but Yintai Department has another way of diversion.

Since last year's cooperation with ALI shopping mall App meow street, intime online shopping has played a more diverse role.

For example, Beijing's big red shop in Yintai department is one of the recommended stores on meow street. Through the App, you can find parking places, queue up calls and movie seats on the Internet. It has increased the shopping experience of the entity stores on the convenience level. What's more, meow street has recently launched the Carlo Lee money game, which has consumed the calorie by walking, and obtained the game of converting Yuanbao to the mall, and guided the shopping mall.

During the second and second year of this year, more than 60 shopping centers in 10 cities, such as Beijing, Shenzhen, Hangzhou, Ningbo, Wuhan, Xi'an and so on, mew street have increased more than 600 thousand of the shopping malls for shopping malls by sending red packets and calorie activities.

"The bigger the shopping center is, the larger the average customer will get from the elevator to find the car. It will take about 10 minutes, while the meow street can find the handlebar to shorten the time of finding the car to 5 minutes. The average time for a cashier to collect the money is 1 minutes, while Alipay's collection is about 15-20 seconds."

Meow street people said.

This year's Christmas activities in Xidan, Beijing, which are never short of popularity and traffic, have been working hard. SWAROVSKI made a crystal Christmas tree Exhibition on 100 thousand floors of the first floor of Xidan's Joy City, which cost about 2000000 yuan. It is said that such a Christmas tree SWAROVSKI chose 3 shopping malls nationwide.

Shen Xinwen, general manager of Xidan Joy City, told the interface reporter that the traffic volume brought by the crystal Christmas tree to the shopping mall is very obvious. Besides the most beneficial catering format, it also increased the frequency of the two purchases of clothing and skin care products.

Shen Xinwen told reporters that with the Christmas atmosphere, Xidan Joy City will be held on the 26-28 day 8th Anniversary shop celebrates, this shop is the highest specification in eight years, combined with Christmas and new year's two activities, it is estimated that 26 days will be able to account for 30 million yuan a day.

"At most 15 million, the highest single day sales were 28 million yuan, and at that time caught up with the big customer price of Apple product sales."

Close to Xidan's Joy City, Jun Tai Department stores also put the sales target on Christmas day. An executive at Jun Tai Department told the interface reporter that in the promotional activities of the more than 20 stalls in the year of Jun Tai Department, Christmas activities were second only to the festival promotion. As with most of the products, Jun Tai Department Christmas started from the beginning of December, especially the decoration part, which attracted consumers to take pictures with the atmosphere and scenes. The discount of businesses' participation really began in December 10th, and the discounts were not very different from those in previous years.

But we will pay more attention to the atmosphere and service experience of shopping malls. Even if online shopping will bring impact to the physical stores, after all, the goods on line and offline are different. Many customers now prefer to try and wear goods in the physical store. The Department Store expects Christmas sales to be 20 million yuan.

Cheng Gang, chief consultant of Shanghai Hui Zhi Business Consulting Co., Ltd. said that Christmas promotion was originally a way of communication between merchants and customers, but also a release of department stores at year-end sales promotion, but more department stores and shopping centers attract customers in the form of promotion and price war.

In the past, most department stores were resource oriented, and many department stores were essentially two landlords.

In particular, the department stores in the early days of the state owned enterprises did not operate well because they had strong capabilities, but rather resources.

But now shopping centers and physical department stores are more polarised. Business departments such as Xidan Joy City and IKEA shopping center can gather more popularity. Poor department stores that do not keep up with consumers' habits are faced with many challenges. In fact, more operators are adjusting their own problems. The brutal growth of the Internet only magnifies the impact of the electricity supplier's impact.

Cheng Gang told the interface reporter, in dealing with the impact of the electricity supplier, many offline stores have put the cart before the horse in dealing with the attitude of the electricity supplier. It is not a public number or App, even if it is a net. What should be considered is the logic behind the introduction of the IKEA shopping center. This shopping center has a thorough analysis of its target audience.

Christmas is the selling peak of physical retailing. It is also one of the most important marketing periods in the year of IKEA shopping center, Beijing Hui poly shopping center.

The person in charge said that the Christmas festival was officially launched in December 4th from the shopping mall in December 4th, and different types of products were planned at every weekend in December.

As of December 21st, there were more than 7000 customers who participated in the raffle award. During the activities, they spent 168 yuan on the shopping center on the day of their activities. They could take advantage of a single shopping ticket to lucky draw and 100% prize. They took part in the "shake up" (the experience of all the birthday devices). The number of recipients was nearly 2000. In Beijing, the content of micro Christmas was nearly 50 thousand, and the experience of Christmas H5 game was over 15 thousand.

Beijing Hui shopping center set up a stimulating mechanism according to the interests and needs of consumers to maximize the flow of consumers from the line to the offline, or convert offline customers into online fans to achieve effective pformation between online and offline.

In the slow growth of the real economy and the impact of online retailing, Shen Xinwen also has his own considerations for setting a high sales target for Xidan Joy City.

In his view, the festival is not only a discount sale, shopping centers do Festival is different from department stores, department stores discount sales is normal, and shopping centers in addition to preferential measures, and the other is to increase customer experience and passenger flow in service and convenience. Previously, joy city already has the basis of WiFi and beacon (a Bluetooth system). Through this data collection tool, the mass data are gathered together, and the consumption information is summed up by analyzing the consumer's footprints and consumption history, and at the same time, according to the analysis results of these data, business adjustment is made.

Based on this,

Since the second half of last year, a substantial adjustment has been made. This year, we are also preparing to adjust about 10 restaurants. In the future, the proportion of catering business will be further raised from around 30%.

In terms of boutique brands, international light luxury brands such as MK and Kate Spade have been introduced into the market. Previously, MK, which was not confident of entering the market, also wanted to expand the store area because of its excellent sales.

This phenomenon not only happens in the first tier cities by increasing the shopping experience, but also allowing consumers to return to physical retailing.

It also appears in low level cities.

The general manager of a high-end department store in a second tier city in Jiangsu told reporters that because of the high-end positioning, the main consumption group of its department stores belonged to the local pyramid consumption group, and the shopping center was more influenced by the macro environment. More pyramid customers, such as entrepreneurs themselves, were reduced by the investment environment and business benefits, and the online impact was not so obvious.

This year, cosmetics and men's clothing also showed an increase. The annual sales volume basically maintained the level of last year. Members did not drain, but the whole team worked very hard, "it's hard to do it year after year."

But this department store has changed the pure promotion mode of department stores in the just concluded celebration activities, allowing more visitors to experience. For example, the main consumer groups of a high-end cosmetics are women over the age of 40. They may pay more attention to experience, and the paction rate reached after beauty SPA in the shop is higher.

"Interaction and experience are the key to the pformation of shopping centers. Ultimately, the quality and service level of the department stores or shopping centers themselves still need to be dealt with," he said.

The general manager told the interface reporter that this Christmas will also set up an interaction with the customers in the production of gingerbread houses. More than 100 families have signed up to participate. This experiential format has become a way to pform the department store.

The stores are ready to pull consumers into stores in the new year's day, and now wait to see if consumers are buying.