The First Foreign Investment Shop In Baisheng

Facing the new market structure in China, Baisheng, the first foreign investment company, has changed.

Parkson not only changed its brand to buy brand globally, but also opened up an innovative marketing mode in advance with the help of the "double 11".

As of yesterday, Parkson public number WeChat fans more than 600 thousand, the company launched the "11.1 micro Shopping Festival" laid the foundation.

Distribute tens of millions of red packets

"Tens of millions of electronic envelopes, no limit deduction, iPad mini daily delivery..."

Good manners gathered, attracting hundreds of thousands of fans to participate in the enthusiasm of the Parkson "11.1 micro Shopping Festival" tens of millions of red packets big delivery activities into countdown.

It is understood that dozens of fans iPad mini has arrived, millions of electronic envelopes have also found their owners.

In addition, the concern of Parkson WeChat service has exceeded 600 thousand, and the number of 100 members has been 9 million 700 thousand.

Zhang Ruixiong, President of China Parkson group, said: "we are building our own shopping complex, acting and owning its own brand, building O2O platform and improving customer service.

More importantly, we are also rebuilding the new form of Parkson, gradually changing from traditional department stores to new department stores, catering to the modern consumption concept and the life that is infinitely close to consumers.

Buying brands worldwide

At present, Parkson faces a new market structure, which makes Zhong Tingsen, founder of Parkson, see in his eyes.

According to Zhong Tingsen, at present, Parkson's top management team has been investigating, buying or acting the well-known brands that meet the expectations of enterprises around the world. This is also the main means for Parkson to cope with the downturn.

Parkson said that it has spent more than 100 billion yuan, hoping to achieve the goal of buying or acting as the 100 well-known brands as soon as possible.

Zhong Tingsen said that Parkson is negotiating or hoping to introduce brands that are world-class brands. Some of these brands are afraid to enter the market because they are not familiar with the Chinese market. Parkson will take advantage of the platform as a springboard.

At the same time, in the face of the aggressive trend of electric business, Parkson already has its own management strategy.

"We will distribute the brand reasonably to online shopping and store outlets."

In Zhong Tingsen's view, Parkson has been planning the online shopping channel, but at present, the company has limited control of brand resources and has not been involved in large scale.

According to the current rhythm, 2-3 years later, buying hundreds of private brands will enable Baisheng not only to have differentiation and competitiveness at the store level, but also to find a living space in online shopping channels.

At the same time, the brand reputation of Parkson is also an important weapon against the low price of online shopping.

After having the brand resources, Parkson can do more.

Zhong Tingsen believes that in the future, Parkson will combine the department store brand with the brand name and control the channel, and the operating cost can be further reduced.

In the industry view, online shopping channel is a microcosm of Parkson pformation.

In the future, Parkson will take the characteristic brand as the core, directly cut into the source, reduce the intermediate links, and have both the price and the unique brand advantage.

Shop in the future

Because of the twists and turns in China's development, there is a lot of speculation in the industry that the Baisheng will not shrink in China.

Zhong Tingsen gave a negative answer, which means that the Parkson shop plan did not stop.

According to Zhong Tingsen's idea, only millions of people in Malaysia can accommodate more than 10 stores in Parkson, China should have greater potential for development.

This year, Baisheng new store will be located in Longhu's East Street, Beijing.

In Zhong Tingsen's view, the positioning of the commercial complex corresponds to Parkson's positioning after the pformation.

In the future, Parkson will have more cooperation with Longhu, Huarun, COFCO and other prestige higher real estate tycoons.

"In Chongqing and Qingdao, the new project has entered the final stage of preparations."

In the opening of new stores, Parkson has also begun to increase its acquisition of property in China in recent years.

Including Beijing Fuxing gate area, Sun Palace Baisheng, and Anhui, Wuxi and other places, Parkson has its own property.

Zhong Tingsen said that this will become the foundation for Parkson to reverse the situation in China.

In the future, new stores will start a one-stop shopping place catering, shopping and leisure.

In Parkson's view, Parkson is trying to reshape the brand new pattern and gradually pform from traditional department stores to new department stores to cater to the modern consumption concept and the life that is infinitely close to consumers.