Li Ling: With The "Five Elements" And "Three Congruent" Terms, How Should We Locate The Department Stores?

Li Ling: in 1993, I published a report that I first published in public about "

The theory of positioning.

Therefore, I was called "the first person in China's department stores".

Whether it's the Hangzhou Tower for 93 years.

Or 99 years of Yintai department store, because of the success of positioning has achieved excellent results, which is an important practice of my department store career.

Since then, "positioning" has become popular in the department store industry, but the real understanding of "department store location" has not been done well.

Therefore, I would like to use today's "five elements" and "three congruent" to explain the location of department stores.

The first element: the target should have clear and descriptive characteristics.

In the 93 year, Hangzhou Tower shopping center located in the high-end department store, targeting customers at the monthly salary of 800 yuan (at that time tax threshold) above the consumer.

This group of consumers has a certain consumption ability, a higher level of culture, a demand for quality of life, and a personalized consumption proposition.

Similarly, the Yintai Department of 99 years is positioned as a young and popular consumer.

Young consumption has already come out, especially at the children of Hangzhou Tower shopping center. We even suggested at that time that "parents are guests of Hangzhou Tower shopping center and daughter is a guest of Yintai department store".

Nowadays, there is a community department store. Its target customers should be residents within three kilometers.

In the emerging community, young office workers are mostly in the weekend, and the passenger flow is larger at night.

In the old communities where the elderly live, there are plenty of daily consumption.

The second element: a certain number of objects should be positioned.

If any business mode wants to make profits, the target customers must have a certain quantity.

Hangzhou Tower shopping center location is actually located in the new white-collar and business is rich, a large number of people at that time, the number of future expansion will also be expanded.

Before the Yintai department store, the rich are getting younger, and the children of the rich are becoming the main force of the wealthy families.

The number of consumers is very substantial, and many surveys conducted by us confirm this point.

Over the past few years, the development of Hangzhou's department stores has proved that both high-end consumption and young consumption are increasing.

The third element: you have the ability to serve the customers you are targeting.

After the Hangzhou Tower shopping center was positioned in the middle and high end, it opened its first sale mode.

Organization, employee image and customer service have been adjusted to match their positioning.

Including training for employees and advertisements for external output are all aimed at this position and achieved obvious results.

High end customers need to be respected and enjoyed free space.

We asked the shopshoppers of Hangzhou Tower shopping center to take the initiative to contact the customers and adjust their words to "Hello, welcome."

"Hello" is honorific. On the one hand, it shows respect for customers, and also tells customers from side to side: "I know you are here, I have been here, and I can call you whenever you need anything".

{page_break}

The fourth element: you must be able to misplace and compete with competitors.

In 1999, I left Hangzhou Tower shopping center to join intime department store.

Very multimedia friends and industry colleagues ask me, will the Yintai Department Store second Hangzhou Tower shopping centers?

Of course not.

I came out of Hangzhou Tower shopping center. I knew it was difficult to start with the high-end consumption and hit the front of the Hangzhou Tower shopping center.

Yintai Department has made an omni-directional and multi angle adjustment from the introduction of commodities, shopping malls layout and publicity.

In order to adapt to the consumption habits of young people, we also extended our business hours and made a dislocation with Hangzhou Tower shopping center.

We even spend money on bus stop advertising, asking the relevant government departments to design taxi stops at Yintai department store to improve the travel environment of young consumers.

The fifth element: your positioning has room for development in the future.

The number of objects that should be positioned should be expanded, and the department stores with the core customers will survive.

The number of young people is always higher than that of high-end people, so this is why Yintai department stores are easier to open chain stores than Hangzhou Tower.

Of course, the department store is a very personalized format. Chain stores are not simply duplicated. The location, customers and brand layout of each store are different.

The characteristics of location objects are not static.

I hope that Yintai department will always be young people. Young people and young people thirty years ago are young people, but their characteristics are different.

If you want to be young forever, you have to analyze the changes of young people.

In addition to the above five elements, we must achieve "three unanimous".

On top of the bottom line, the position of many CEOs is not known in the middle level, and employees do not know.

The internal and external cognition should be consistent.

You think you are young, but consumers think you are very old.

Consistent, do not make changes.

Today's high-end, tomorrow will be popular, and the day after tomorrow will become the public.

Positioning is not discussed in the office, nor is it the result of beating the head.

Positioning requires operators, especially the leaders to enter the market, keep in touch with suppliers and customers, and at the same time implement the contents of management and service.

Finally, market positioning is also required.

When a location becomes a label of a department store, the corresponding supplier and brand will be gathered.

The position you put forward is recognized by all sectors of society, and customers will come to you.

The above five elements of positioning and three congruent are applicable not only to department stores, but also to any enterprise.