Tianhong Shopping Center To Accelerate The Layout Of The Two Or Three Line City Stores

China Aviation Department

22 reserve stores have been announced.

Tianhong mall is a well-known department store chain in Southern China. Its controlling shareholder is China Aviation Technology Shenzhen limited. At present, there are 45 stores.

After its listing in June 2010, the company began announces its expansion plan.

Public information shows that since June 26, 2010, the company has announced 22 stores stores, in addition to continue in Shenzhen, Dongguan and other Southern China city layout, it will expand the shop area to Qingdao, Weihai, Ganzhou, Suzhou, Chengdu and other places.

Lai Weixuan said, according to the strategic layout of Tianhong shopping center, Southern China and central and southern regions are fast developing areas of the company. The speed of opening shops and profitability are strong, and the incubation period of new stores will be relatively short. North China, East China and other Bohai Bay areas are the steady development areas of the company.

"The Qingdao project that plans to invest in the near future is to open up the situation in the Bohai Bay area. The company will continue to increase investment projects in Shandong, Hebei, Tianjin and other regions. The company will use the Chengdu project to develop the Midwest market."

In Lai Weixuan's view, the incubation period of the chain store is 3-4 years. After the incubation period, the storefront will enter the 5-7 year rapid growth period, and the profitability will increase rapidly. After that, the department store will enter a mature period of ten years, and maintain the growth rate of 2% left and right each year according to the local economic development.

He said that the proportion of new stores in Tianhong shopping mall is about 4 years or so, and the future profitability is worth looking forward to.

As for how to shorten the incubation period, Lai Weixuan believes that the key is the upgrading of location and operation capability.

He said that the incubation period of stores in new districts is about 4 years, but in the mature areas where the company is based, the incubation period will be greatly shortened.

Building high-end flagship stores

It is understood that Tianhong mall mode is "department store + supermarket +X", consumer group positioning is mainly urban white-collar and other high-end customers.

Lai Weixuan said that whether it is a department store or a supermarket, Tianhong will focus on brand and quality. At the same time, "X" will become the elastic factor of rainbow. According to the needs of new stores and target customers, it will seek opportunities in cinemas, restaurants, home and other fields.

As for the layout of the company in the whole country in the past six months, Lai Weixuan said that Tianhong has established a good management team and personnel training mechanism, and the company can adapt to the local business environment quickly according to local consumption habits.

He said that today, Tianhong mall has formed its own brand customer base in terms of products, which can form synergy with the company's strategic development. At the same time, Tianhong is also trying to direct the agency of brand products.

In addition, to create high-end stores, Jun Shang department stores, is also an important innovation after the listing of rainbow.

Lai Weixuan said that Jun Shang Department positioned high-end customers, breaking the tradition of supermarket simply pursuing passenger traffic, instead of taking the unit price as the main business objective.

According to the briefing, Tianhong mall has more than 2 million active VIP customers.

According to the plan, Jun Shang department store will not be on a large scale, but keep 1-2 stores in the front line city.