Century Golden Flower: Data Technology Helps Retail Real Transformation

In the 2009, the golden flower shop was built in Xi'an economic and Technological Development Zone. Shopping Mall It has made up for the lack of commercial space in North City and improved the living convenience index in the area. The multi-functional modern life, shopping, leisure and entertainment complex, which is integrated with regional characteristics, is also a beautiful life experience center in the north city.

　 Steady crowd flow

Before the opening of the century Jinhua high store, the surrounding facilities were not perfect, but the first year of the business started to make profits. How do we do this? Because the century golden flower shop is different from the shopping center itself, it is a department store plus commercial complex, free property, boutique department store Century Golden Flower accounted for 30%, big supermarket accounted for 20%, the rest of entertainment accounted for more than ten percent, dining accounted for the rest. The development trend is better. In 2012, the developer bought the property from the developer and became a self-sustaining property to better reduce the cost.

Although the surrounding facilities are not complete, a large community opposite to it has become a mature customer of the golden flower of the century, and the first is to meet their needs. Since the promulgation of the anti-corruption policy, the passenger flow has basically not changed, but the purchasing power is decreasing, and the annual turnover is going down.

In the face of business downturn, we must first improve ourselves, enhance our service and competitiveness, and achieve the goal of attracting customers. Secondly, the most important thing is promotion. Sale is only a temporary remedy. The most important thing is to adjust the category to expand coverage and reduce homogeneity through customer analysis. Keep part of the high-end. brand Then, according to the majority of consumer groups, we can adjust the grounding gas structure. In 2016, the adjustment of golden flower in the 21st century will be relatively large. Through the analysis of market data, it is analyzed why the sales volume of these commodities is not good, and the reason is that the goods are not recognized by the customers of this department, or are they not suitable for northern people, or because of policies. For example, recent policies. Suit Sales volume has been greatly reduced, so Century Golden Flower has retained the good sales brand, guaranteed this demand, and then the rest has made the popular direction adjustment.

　 Precipitation members, play a new vitality

Shopping malls, such as battlefields, face the increasingly fierce competition in the market, facing the strong impact of online shopping, and fight to turn around, the traditional retail business needs to inject new vitality into itself. Through the "Internet +" precision marketing, to achieve members' acceptance and precipitation.

Member interaction is very important, but we still do not have a good solution. We are doing all the ideas about maintaining members. Golden flower is now 350 thousand, but we should clearly count the number of active members, the number of super loyal members, and the number of loyal members. Loyal members have shopping in half a year, and super loyal members buy more than 3 times in six months. In the 21st century, Jinhua also set up a customer service center platform. Because the century Jinhua developed its own APP, WeChat's platform didn't focus on its use, but only used WeChat as the interface to enter its APP. The maintenance of APP is still more traditional. At present, APP is still in the promotion stage, so there are not many online shopping. To increase membership, Century Golden Flower is also adopting a more traditional and effective method: download the Century Golden Flower APP registered member set up 100 yuan.

Online shopping platform is a mass market, not suitable for shopping centers, not suitable for general merchandise. Nowadays, shopping centers and department stores should be combined with social platforms on the Internet. Your members will help push the products in this community, and then the community will increase, so as to realize the online consumption of shopping centers.

In the 21st century, Jinhua is selling large yards, and can not control small stocks. This has both advantages and disadvantages. The advantage is that the sales system is very convenient and the reconciliation is very easy. The disadvantage is that we can not grasp what is the best seller and only gather the information of the brand. It is still very difficult for department stores to make category orders, because department stores are not responsible for ordering this piece. It is not practical to use single store mode in shopping centers.

Data technology helps retail real transformation

Data analysis is very important to the golden flower of the century. In the process of operation, first of all, data analysis should be differentiated and efficient, and then combined with the market of Century Golden Flower, so as to bring the basis for actual operation. "Technology is to be used for me, not for me." Jinhua century does not advocate shopping centres struggling to develop platforms, but it is good to build platforms for us. Data analysis is only a support, is a basic information, and the core is based on data to guide and adjust business ideas. Entity experience is still the most critical, even if customers just come to enjoy the cool and experience well, it can also stimulate consumption. It is necessary to create a sense of selling and buying. This is not achieved in two days, but depends on the convenience and comfort offered by department stores. This is the need for technology.

At present, our annual investment in new technology is still relatively small, more invested in those who can save manpower costs and improve efficiency. Like the passenger flow system, we choose the technology that best meets the demand of the golden flower by investigating and comparing products from the Internet. In the future, we will increase investment in technology, and distraction from data mining can bring huge commercial value and service innovation to retail enterprises.

The foundation of information technology must improve efficiency and interaction with customers and be practical. Business growth requires technology. Like the technology of smart parking and smart fitting rooms, this century's Golden Flower hopes to land.