Can "Wanda Optimization" Model Save The Department Store Industry?

The golden age of traditional department stores has long passed, and department stores are exploring the pformation and upgrading of formats through various ways, and Wanda Department stores have begun to test the "buyer's shop" recently.

According to the world clothing shoes and hats net, in September 27th, the nation's first "

The collection store quietly settled on the third floor of Wanda Department Store in Tongzhou, Beijing.

Simple store design is not enough to attract attention, but the integration of different types of goods collection store form, indeed for the traditional department store space to create a differentiated consumption scenario.

Wanda preferred interior

According to Wanda's preferred introduction, merchandise in the store is screened by professional buyers from all over the world, and strictly controls commodity price performance.

Jewelry,

Skin care products, food and so on.

Buyers will also update their products according to commodity emotional attributes such as "fashion", "fun" and "net red", so as to keep the attraction of the store to young consumers.

Wanda preferred goods display

Outside the collection store, the Wanda Department Store is more flexible in its operation mode. It will set up "store in store" or "flash shop" according to the retail characteristics of products and the demand for sales space.

The business model of "buyer shop" first appeared in Europe in 50s and 60s twentieth Century. It was bought and sold by shoppers or shopkeepers according to their personal taste and taste. The key to deciding the sales volume of buying shops is the buyer's grasp of style and taste.

Beginning in 2010, European and American buyer shops began to decline with the influence of fast fashion brands, electricity providers and new marketing forms, but the domestic buyer shops were on the fast track.

In addition to the European or Hong Kong buyer's stores that enter the Chinese market, and local independent buyer shops supporting domestic designers, traditional department stores have been actively introducing or building their own brand stores in recent years.

Before Wanda's choice, Nanjing's new 100 purchase of the British retail department HOF after the establishment of the East Fred is the "private brand + buyer brand + scene sales" business model; Yintai in 2012 and 2015 respectively created the West and collection (JIHOOD) two buyer brand, one is mainly light luxury brand, an intelligent store features, now has developed more than 10 stores; in addition, Shanghai Rui department store self buy shop Assemble by R el, Bailian Group the B lancing lancing are also developing rapidly.

The combination of local department store and buyer shop mode is in line with the development route of boutique department. On the other hand, it also provides differentiated consumption experience, satisfying the more subdivided consumption demand under the background of consumption upgrading.

Zhou Changqing, Secretary General of the China commercial real estate big data alliance and China business data CEO, told the interface news that this brand collection shop is the ultimate sales scenario built around the target consumer group. They use the "buying system" form to store different categories of goods scattered in department stores into one store, providing a richer selection of goods for a certain type of consumers.

To meet diversified consumer demand, capital, supply chain and lots of advantages are important reasons for the development of buyer shops in department stores.

Wanda's water trial mode also takes into account the advantages of Wanda Department store and Wanda Plaza. "We hope to make use of Wanda's massive commodities, brand and commodity resources, and to expand the supply chain's upper and lower distance by reducing the operating cost through Wanda Plaza, a unique large-scale commercial platform, so that consumers can get a better shopping experience."

In Zhou Changqing's view, department stores originally attract tourists with rich commodities. In pformation and upgrading, we should strengthen the ability to select commodities and enhance the reaction speed to customers' needs.

In the exploration of the department stores combined with the buyers' shops, it is often used by the industry to compare with the Wanda's preferred mode, the brand of "Yintai shop", which is optimizing the way of choosing the goods and the consumption experience of the "buyer's shop" in a more intelligent way.

Yintai will "collect goods" as a "buy and sell shop with all channels under the online and offline channels". The products of the collection store mainly come from Tmall TOP brand, online TOP single product, online original designer works and producers.

Although Wanda's choice emphasizes the high cost performance of goods in the store, "collecting goods" is not only a buyer but also an optimization method based on online big data analysis.

At the same time, the intelligent store operation has also improved the offline experience of consumers.

For example, store goods can quickly capture commodity information through RFID magnetic buttons, improve the online and offline payment efficiency, and the fitting mirror and fitting room can intelligently identify commodity information and consumer demand. This kind of innovation to improve the efficiency of goods and consumers also complies with the development trend of new retail.

At present, although many department stores are trying the "buyer's shop" in the form of brand collection, this model has not yet formed a trend in the industry.

Zhou Changqing believes that "buyer shop" is difficult to replicate on a large scale. After all, aiming at a target consumer group is not necessarily suitable for all department stores.

More interesting reports, please pay attention to the world clothing shoes and hats net.