Slow Growing Department Stores Rely On Finely Attracting Local Customers.

< p > from the old shopping mall to the youth trend Pavilion, the Dongan market has found a new development feeling after the transformation. After the change in customer mix, the Dongan market is still looking for a change in the proportion of tourists to local customers. Zhang Zhigang, general manager of Dongan market, believes that the ups and downs of department stores can not rush to performance, and we need to find a sustainable gold rush road in this stage of bold change. < /p >
< p > < strong > a href= < http://sjfzxm.com/news/index_x.asp > location < /a > younger > /strong > /p >
< p > Wangfujing has precipitated many old commercial brands, and Wangfujing market is one of the Dongan markets. Although only more than 10 thousand square meters of weight, but in the increasingly fierce competition in Beijing commercial market, this old department store is also looking for youth. < /p >
Zhang Zhigang, general manager of Dongan market, said that at the beginning of this year, the shopping mall began to adjust and shift from P to young consumers. Turning to the original intention of adjustment, Zhang Zhigang said that as the main store of APM in Beijing, the Dongan market did not match the target customer structure with Beijing APM. Beijing APM has a large number of catering brands stationed, shopping malls are rising steadily, but the Dongan market can not borrow from it. < /p >
< p > although it is an old shopping mall, it does not keep pace with the times. Zhang Zhigang said Dongan market needs to find a new starting point. In this adjustment, apart from retaining strong jewelry category, the mall experienced a brand "big change". As the men's clothing industry is in a downward trend, the Dongan market has decided to eliminate men's clothing and focus on the female market. In view of the fact that Beijing's department store and Beijing APM have been seized by the international cosmetic brands, Watsons, sever and other beauty market, Dongan has also abandoned the previous cosmetics area. < /p >
< p > < a > href= > http://fz.sjfzxm.com/ > > > /a > after completion, the composition of the group of shopping malls has a match with Beijing APM, and has joined the Costa coffee experience shop and ASH, ECOO and other brands. In order to make the retail area more active, it also interspersed some ornament counters to embellish. Zhang Zhigang said that the shopping mall is still gradually moving closer to the shopping center with stronger sense of experience and service renewal. < /p >
< p > < strong > drainage of local customers < /strong > /p >
< p > careful consumers may find that the link between Dongan market and Beijing APM has changed from the word "Dongan market" to English logo. Zhang Zhigang said the Dongan market wants to gradually change the consumer's impression of old Dongan. He encouraged employees to try to add elements and experience services to young people in shopping malls. Even if there is no obvious effect in the short term, it can imperceptibly change the consumer's impression of Dongan market. < /p >
There is a slight fluctuation in passenger flow and sales in Dongan market after < p > a href= "http://fz.sjfzxm.com/" > /a >, but the overall trend is on the rise. Zhang Zhigang said the next step is to focus on the adjustment of customer structure in Dongan market. Wangfujing Street consumers occupy a large proportion, but the conversion rate of tourists consumption is not high. Beijing APM has attracted a large number of local consumers through catering and fast fashion brands. The Dongan market has also increased the proportion of local consumers through WeChat marketing. Zhang Zhigang stressed that paying close attention to local customers does not mean giving up the tourist economy. It only aims at these two parts of the consumer group to have different management strategies. < /p >
The membership mechanism of the Dongan P market has also changed. According to the introduction, in order to adapt to changes in commodity level, membership strategy has undergone transformation. Before the mall absorbs basic members, it now pays more attention to the membership of fans. We should increase the number of young fans, improve the source structure of shopping malls, and adjust the structure of customers from the perspective of commodity structure and membership structure. The boat is small and easy to turn around. Although the limited market of Dongan has no advantage in introducing many formats, it is precisely because of this that the Dongan market has become the "experimental field" for the transformation of the Wangfujing group. Zhang Zhigang said that after the transformation of the Dongan market, there are many unique brands of Wangfujing street. "Brands are at the forefront of sales, and their support for the market outlook in Dongan can be seen from the support of branding merchants for goods and personnel." < /p >
< p > < strong > transition to self run < /strong > < /p >
< p > this year, the department store industry has entered a slow development stage. Most department stores can not complete the sales task at the beginning of this year. In Zhang Zhigang's view, in the hard times of the industry, department stores need to undergo a painful breakthrough. Although the recovery period of the industry is difficult to measure, department store operators should not seek performance urgently in this period, need to settle themselves well and find a way to make a breakthrough in the future. < /p >
< p > "only by accepting the consumption trend and consumption preferences of today's consumer groups can we find the future direction of business." Zhang Zhigang said. Beijing Business Daily reporter learned that in addition to the positioning of the Dongan market, customer groups, brands have changed, internal operations are also changing. < /p >
< p > according to Zhang Zhigang, a brand management team of five or six people has been set up in the shopping mall and gradually penetrated into brand management. At present, shopping malls are cut from two categories of shoes and clothing, so that shopping malls can participate in the management of commodity distribution, display, promotion, replenishment, combined goods structure of brand dealers. < /p >
< p > Zhang Zhigang said that the Dongan market will use this deep pool mode to cultivate the sensitivity of department store managers to commodities. In Zhang Zhigang's view, the so-called self and buyer system is necessary to find the sense of commodity management. Until the whole self-cultivation system is developed, there will be platform support in the future. The self featured department store with distinctive theme will really appear. < /p >