How Did Everyone In The Wartime Zone Store And Brand Survive?

2020 in the beginning of the year, a new outbreak of the new crown virus pneumonia caused the whole country to close down, all trades and professions suffered heavy losses, and retail business was particularly strong.

In response to the need for epidemic prevention and control, 1 billion 400 million people across the country experienced an unprecedented embarrassment during the Spring Festival. During the special period of "ban on foot", the social consumption was pushed down and the service demand was switched from store to home.

The shopping center was also badly hurt by this epidemic. Previously, through the initiative to reduce rent and other means with the brand merchants to tide over the difficulties, to a certain extent, saved a party B losses (shopping center to ensure that high-quality tenants do not lose, the brand can reduce the burden), but less rental, sales and profits double down to the established fact. The shopping mall, which has been closed for the whole year, will exert its strength through the golden week of the Spring Festival. Now, with the demand for prevention and control of the epidemic being adjusted again and again, the commercial body in the serious epidemic area has been forced to close down, and the passenger flow has suddenly decreased or even been cut off. Historical data show that the sales volume of the national retail and catering enterprises is over 10000 billion yuan in the Spring Festival holidays of 2019 (six, from February 4th to 10th). As an important carrier to satisfy people's Spring Festival shopping, dining and entertainment consumption, the loss of the Spring Festival shopping center during this year is immeasurable.

The special investigation report of the shopping center industry against epidemic situation released by the commercial real estate committee of the real estate association pointed out that during the Spring Festival, almost all shopping centers had a significant decline in passenger flow and sales.

Guo Xinye, member of the joint senior advisory group, predicted that during the Spring Festival this year, the loss of restaurants (hit 80%), retail sales (loss 50%) and leisure and entertainment (near total loss) would be as high as 500 billion yuan, and the total loss of the shopping center industry would be more than 80%.

In recent years, experiential consumption has become popular, and the proportion of catering, entertainment and children in shopping centers has increased significantly. It is foreseeable that even if the epidemic is over, most of the branded merchants will be in a period of healing, which will slow down the pace of expansion in the short term. This will affect the brand adjustment of the shopping center for at least one year, and the opening time of the new project in the investment promotion process will be postponed. After the epidemic, consumers' psychology and needs will be further recognized and upgraded. The location and brand matrix of shopping malls will also be optimized.

Guo Xinye also said that at present, China's consumption potential still has a huge demand for subdivision, which is not fully satisfied. In the future, the epidemic will let the owners and brands begin to pay more attention to the service of consumers and establish more benign cooperation.

　　 Everyone in the "wartime zone" to survive and survive is the primary task.

With the national epidemic prevention and control entering a critical period, the fight against epidemic diseases has entered a critical stage. In recent days, many commercial real estate enterprises and brand dealers have released open letters. On the one hand, they have warned the whole staff to boost their morale. On the other hand, they have also disclosed the work plan of the war epidemic, so as to ensure the normal operation of the enterprise.

In February 3rd, CEO Chen Hongzhao, the Taiping bird costume, sent the first letter to all the Pacific bird partners on the day of resuming work. In his letter, Chen Hongzhao pointed out: the more adversity and predicament, the more heart, morale and enthusiasm that we need to find the vitality that can be found in a place. He also pointed out that in the process of actively developing online and offline retailing, we should do a few things in unity.

1, all teams must have a basic unity in terms of profits and discount rates.

2, to encourage the partners, we should actively encourage small partners and achieve unity in policy.

3, in the background of support, we must fully cooperate, timely summary, timely communication and sharing, to achieve synergy and rapid response.

In February 4th and 6th, Jia Guolong, chairman of Xibei food and beverage, issued a letter to Xibei customer and a letter to Xibei's all partners. Jia Guolong admitted that because of the sudden outbreak, Xibei and all the catering industry in the whole country are experiencing a test without history. It is reported that during the epidemic period, more than 4/5 stores in Xibei were forced to close the hall food business, instead of sending out the takeaway business. Now, nearly 200 stores have been taking away the food steadily. In order to make the customers feel relieved, Xibe took the lead in taking the reassurance card in the takeaway to record the real time temperature of the dishes producers, the food assistants and the takeaway riders, and sent them to the customers with the meal. The move was well received by consumers and attracted a number of peers to follow suit. At the same time, in order to overcome this difficulty, Xibei headquarters staff expressed willingness to postpone receiving wages and fully support first-line partners. Jia Guolong also comforted employees who had not been on duty for a while, "put their hearts in their stomach and live comfortably," and so on.

In February 5th, Xu Rongcan, chairman of the board of directors of Sha boat group, issued a letter to all employees, merchants and family members.

The letter said that after the outbreak of the epidemic, the Sha boat group quickly set up the epidemic prevention and control management committee and its subordinate execution group, promptly implemented the epidemic prevention measures and resources, and did a solid job in various prevention and control work, which is bound to win the epidemic prevention and control.

Up to now, 40 thousand employees of 11 shopping malls in the group have zero infection.

In addition, Xu Rongcan said that the impact of the epidemic is threatening and the retail winter will continue. The sand boat has always believed in the concept of long-term enterprise, and the great difficulty must be done. In the face of the epidemic situation, the sand boat group has shared difficulties with the various cooperative businesses, and has integrated development. The group is actively discussing and discussing the overall solution for the current difficulties faced by the merchants.

In February 6th, Fang Jianhua, chairman of the Hui Mei Group and founder of the Yin man brand, sent "tweet" to his personal WeChat public "old man". He admitted that the company's existing cash flow had reserves to deal with extreme conditions, but there was no doubt that there was still a big gap in the middle of the year. It is the only pursuit now and for some time to survive. He put forward three aspects:

　　 First, it is feasible and visible to formulate strategies.

1, minimize the impact of the epidemic on channel sales performance, restore the lost performance in the most possible way, and shelve predictability, uncertainty strategies and matters.

2, business line function line, all online, will be transplanted in the company's communication and collaborative scene to online, weekly to a daily newspaper, clear personal results and key indicators progress.

3, start the way of WeChat, small program, live broadcast, which can touch customers, and divide the goods according to the customers' Stratification and sub category to make strategy subdivision.

　　 Two, open fire, front-end siege, back end supply

The supply chain, organizational system, financial support and administrative services focus on service sales and service efficiency.

Three, spend money to get benefit and effect.

From big expenditure to petty cash dynamic control ratio.

Force online sales to strengthen private sector traffic operations

Fight against epidemic situation, obstruct virus, make family closed down epidemic prevention become necessary. The epidemic has hit the traditional economic field, and has also played a role in the blue ocean of Internet consumption. Businesses such as "home economics" and "contactless services" have exploded. Shopping centers and brand merchants have stepped up the pace of the attack line, set up cloud services, and launched a series of "self rescue" measures.

In recent days, the major shopping arcade coincide with the "main attack" line. Through the establishment of WeChat group, push store WeChat, force online shopping mall and other service forms to meet customer's shopping needs, as far as possible, open up new service space, and seek new growth path.

Such as Dragon Lake business in Hangzhou, Binjiang, Jinsha, Xixi, Bauhinia four days street, have established their own WeChat group, it is understood that Binjiang Tian Jie customers can pass the "Longhu Tian Jie" small order, merchants delivery, express delivery; other three days street, customers can directly communicate with merchants in the group, through delivery orders or express delivery.

Strengthening member management and making use of the big data of shopping center members to introduce personalized promotion packages in a more timely and accurate manner is also a major response to the current shopping malls. The Hangzhou Tower, which is a member of the operation, has set up a public account platform for all kinds of products to provide customers with the latest information or promotional activities of the major brands under the same category. At the end of January, customers on the official WeChat public number called on customers to see and order through WeChat, so as to achieve non-contact shopping. It will continue to improve the digital membership system, integrate platform resources, and Digitalization for shopping mall services.

Under the nest, we have finished the eggs. This epidemic situation has bound the shopping malls and tenants to the fate community more firmly. In the late evening of February 4th, the Kerry Center of Hangzhou was temporarily closed. There were 24 shops selling online sales channels, of which 19 were HUAWEI and 19 of them were provided by WeChat. Qingdao Baisheng Golden Lion Plaza and Shanghai Jingan big fusion city start online shopping, hundreds of brands online services, including catering, retail and other formats, consumers can communicate with shop owners one by one, at the same time provide contactless distribution services.

At the same time, brand businesses also open hard core self rescue mode. Apart from chain restaurants and brands, they have launched the takeaway business, and the apparel retail brand has become the online sales force.

Starting from New Year's Eve, Inman's women's clothing has been linked to the nationwide community marketing in online stores, which has gradually reversed the declining performance of the offline stores. It is reported that under the national line only more than 50 stores open business, Yin man has collected 65 thousand transaction customers, completed the daily sales of 140%.

Outdoor sports brand Pathfinder revealed that in order to alleviate the impact of the epidemic, the company has already reached consumers through strengthening WeChat marketing, live marketing and other ways, and strengthened cooperation with Tmall and other three party platforms. At the same time, products, marketing, brand and other aspects are meticulously planned to prepare for the resumption of consumer demand that may occur after the outbreak. "According to the experience of the SARS epidemic in 2003, although the epidemic affected the sales of outdoor products at that time, the outdoor industry quickly hit bottom and rebounded after the outbreak, showing an explosive growth."

Lin Qingxuan founder Sun Laichun expressed the expectation that online sales of Tmall and small program stores would make up for the loss of offline channels, while the brand would increase the sale of live and short videos.

The brand of education, entertainment and entertainment has also entered the camping line to meet the demand of online learning and fitness. Such as American Jim, learning and thinking education, EF EF education and so on have launched online live courses, super gorilla fitness campaign launched live broadcast - Super Star home squatting, and so on.

No winter will not pass. The epidemic will be lifted one day. It is just how to tide over the difficulties ahead. It needs not only courage and perseverance, but also wisdom. As Li Ling, a consultant at associated business network, said, we need to reflect on how the retail industry can cope with large-scale disasters, how to protect basic life products, reduce consumer fears and stabilize supply. There are still many articles we can do from commodity R & D, logistics distribution, doorway arrival, and price control.

Whenever possible, enterprises' crisis response capability is like a nation's ability to build national defense, especially in the face of great disasters, which is related to the survival and survival of enterprises. "The dust of the age falls on a person's head is a mountain", which is also applicable to the current retail business environment. Thousands of sails on the side of the sunken boat, Wan Mu Chun ahead of the sick tree, may you all go through this darkest hour.