"Scenario" In Department Stores Will Become A New Trend.

The core advantage of the store is its experience, color, aroma and taste, and the sense of total experience, which makes the department store still have its own place under the strong electricity supplier. In 2016, "scenario" will become a new trend of department store optimization experience.

According to a friend who just came back from Hangzhou, the adjustment of Yintai Wulin store in 2015 was very successful. The scenes of popularity were amazing, and the traditional opponents such as "kill" Hang Tai, "Scene" is the biggest highlight and characteristic of this round of adjustment.

According to introducing, with Hangzhou hundred "fit", the about 200000 sides of the new Yintai Wulin shop is a department store of a shopping center's body size, which also confirms another prediction of old laugh: department store or shopping mall.

It is said that the Wulin store is divided into categories according to the region. The products are very rich, and all kinds of food, drink and music are available. Each area has its own characteristics of scene design, decoration and decoration, with various artistic beauty and creative display, which make people refreshing and refreshing, and can hardly conceal the impulse of consumption.

Old laugh, this will definitely become a sample of many department stores competing to imitate.

The magic of "Scene" is deeply rooted in old smiles. In last year's adjustment, the children's category of our one hundred store was on the seven floor, with a small area and poor property. However, due to the design of the ocean theme, a large number of cartoon shaped marine landscapes were added, and many children's experience items were increased. Children's city has become one of the most popular places in the stores, and Pingping and Pingyao have also increased considerably.

The "scenario" of department stores may be far more than that. It also involves the definition of the region, the mix and match of products, the combination of commodities, and the display, display and theme of the merchandise, the creation of the scenery, the creation of atmosphere, the embellishment of the details, etc. it is a professional and meticulous "modularization" in essence, and it is a creative new shop with a single list of professional shops. It needs new creativity, new technology, humanization and great feelings, and it should give people "both reasonable and unexpected".

"Scene" is not static, but constantly innovating, constantly adjusting and changing constantly, in order to achieve the effect of continuous optimization experience.

"Scenario" also needs the help of "Internet +". "Intelligence" is also a major direction of department stores. For outstanding department stores, including WiFi, iBeacon, mobile payment, intelligent passenger flow, traffic statistics and analysis system, and other Internet infrastructure, it is indispensable to integrate all kinds of channels and O2O products onto a app.

"Scenario" can not be separated from catering, entertainment and other experience formats. "Scene" is not complete without enriching the experience format. Although commodity management is the main business of department stores, experience formats and experience functions are equally indispensable.

In fact, they are also one of the "contents". From single commodity management to diversified experience consumption is an important direction of department store pformation.

It is an irreversible trend. Without such stores, it will be difficult for them to survive.

But restricted by the area, I think the department stores should mainly be in the "regular" category such as food, children, cinema and so on. These categories are the "engine" of the store's passenger flow, so we must make the characteristics to achieve "people without me, people have me excellent", and can quickly adjust and change.

At present, domestic department stores "

"There are three ways to take the" self built faction "represented by COFCO Joy City as the representative of the" cooperation faction "represented by Yintai business and the" settled faction "represented by BBK.

The advantages of such platforms as Ali meow street or Wanda flair are relatively low cost, guaranteed installed capacity, rapid technological upgrading, and subsidies to the platform in marketing. The disadvantage is that both meow street or fly are public goods. "Thousand shop side" lacks individuality, and these two products are tailored for shopping centers, which fail to reflect the characteristics and advantages of department stores. In addition, there are risks such as platform side and data security "leakage".

Perhaps the department stores with the right conditions should build their own "intelligence" so that they can integrate all the stores, cross border purchases and micro stores to achieve the integration of marketing, service and all channels.