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Brand upgrade
There is a fact that makes the relevant person in charge of Dashang New Mart Zhengzhou International Trade Head Office particularly happy. During the National Day Golden Week, the international famous brand area carefully built by the store made an important contribution to promoting sales. They didn't expect this to happen so quickly. 10 On June 4th, the store sold 8 Rolex watches and 5 Tudor watches.
Dashang New Mart Zhengzhou International Trade Headquarters has been positioned in the middle and high-end consumption of Central Plains cities from the beginning. At the investment promotion meeting of the store last year, a person in charge of preparation clearly shouted the slogan of "high-end, top-end". Since then, the store has gradually approached the target by relying on the strong strength of Dashang Headquarters.
At present, Zhengzhou International Trade Headquarters of Dashang New Mart has more than 200 domestic top brands, accounting for 55% of the total number of brands, and 50 international first-line brands and luxury international famous products, accounting for13% of the total number of brands; 38 international brands made their debut in the Central Plains, accounting for 9.5% of the total number of investment brands. Behind these detailed data is a strong will of a commercial enterprise to go high-end and build a top-level consumer pavilion.
Since the beginning of 2008, Zhengzhou's commerce, especially the Garden Road area, has entered a period of reloading. Some shopping malls are completely new, some are closed for decoration, and some are internally adjusted. The insiders believe that the opening of Zhengzhou International Trade Headquarters of Dashang New Mart is an important driving force.
Recently, Chen Yougang, global managing partner of McKinsey & Company in China, pointed out: "China's consumer confidence index is rising, and a group of middle and senior consumers are growing rapidly. They are full of motivation and sustainability, and are willing to pay more premium for products with grade, intrinsic value and brand. This means that enterprises need to make a new decision after studying the China market-to explore suitable middle and high-end formats, because these consumers will be the largest customer base, and their consumption will account for an increasing proportion of the company's income. This view coincides with the development idea of the Henan team of Dashang Group, and the determination to win Zheng Hong in a high profile, fully develop the head office and fight the high-end consumption of the provincial capital is obvious.
Marketing upgrade
When simple department stores can't meet the diverse needs of consumers, when simple discount coupons are no longer attractive, brand-new consumer culture and marketing culture emerge as the times require. While adhering to the high-end brand strategy, Dashang New Mart Zhengzhou International Trade Headquarters has also become one of its upgrading strategies.
The 1 floor of Zhengzhou International Trade Headquarters of Dashang New Mart is a boutique department store area, and major high-end brands from new york, Milan and Paris have settled in one after another. The second to sixth floors are fashion boutique department stores, and the seventh and eighth floors are comprehensive formats such as leisure, catering, fitness, beauty and entertainment, where consumers can enjoy extraordinary environment, food and services. What is commendable is that while building a one-stop service, the format combination of Dashang New Mart Zhengzhou International Trade Head Office is not completely comprehensive. It is also an important requirement to reasonably match the format of high-end department stores, so that consumers can better understand the taste and grade of the head office and the unique consumption culture brought by the head office. With this consideration, it is not difficult for us to understand why there will be a Qianwei Lamian Noodles in the corner of the men's wear area on the second floor of the store, and there will be a place for Sanlian Bookstore in the sports and leisure area on the fourth floor.
The change of hardware and business model is important, but the reshaping of marketing model should not be underestimated. In the past, merchants in Zhengzhou flocked to discount coupons, but now the situation is gradually changing. During the preparation for the opening, Sun Yajie, general manager of Dashang New Mart Zhengzhou International Trade Headquarters, declared that the upcoming Dashang New Mart Zhengzhou International Trade Headquarters will focus on the target customers, carry out precise marketing, and do not engage in coupons and discounts. He said that Dashang New Mart Zhengzhou International Trade Headquarters hopes to use various marketing methods to change the role of consumers from a cash cow to a person with ideas and hobbies, so as to better narrow the distance between shopping malls and consumers.
Based on this concept, Dashang New Mart Zhengzhou International Trade Headquarters has carried out many alliance marketing with mobile communication, banks and other units since its opening, and achieved good results due to proper publicity and good promotion. On June 4th 10, Dashang New-Mart Zhengzhou Head Office and China Construction Bank held a promotion activity of "Golden Autumn Shopping Street". On that day, the sales of Dashang New Mart Zhengzhou International Trade Head Office exceeded 7 million yuan. In addition, in the lobby of the store, nearly 10 exhibitions of autumn and winter new products of major international brands have been held, which received rave reviews.
Perhaps soon, Zhengzhou's commercial marketing activities will no longer only talk about shopping and consumption, but start with the cultural and social events that people care about, thus playing a role in driving the flow of people and target customer groups, forming a strong consumption power, and marketing activities will be closer to people's lives and social hotspots, and truly meet the all-round consumption needs of consumers by arousing their voices and participation.
Service upgrade
"During the National Day, the number of customers who came to our store to spend VIP cards reached about 60%, which is a very amazing number." Li Wei said. In his view, the appearance of this number not only proves the attractiveness of big businesses, but also proves that the VIP service of the store has been recognized and the gold content of VIP cards has been improved.
At present, the development trend of Zhengzhou's commerce has been upgraded from the competition of commodity value to the competition of soft environment such as commercial services. In this big business environment, Dashang New Mart Zhengzhou International Trade Head Office put forward the service concept of honor, dignity and exclusive enjoyment, and based on the tailor-made butler service, accurately put forward the exclusive treatment of members such as worry-free gold medal service for shopping for 100 days, limited return of ten minutes, prepayment commitment, parking reservation, parking service, free car wash, and exclusive discounts and daily consumption of VIP customers' exclusive goods.
In the service of VIP customers, Dashang New Mart Zhengzhou International Trade Head Office has put forward higher requirements for itself. It is understood that the store has Zhengzhou's leading VIP customer reception center, providing VIP customers with all-weather free refreshments. Moreover, with the improvement and promotion of services, it will provide VIP customers with higher-level services: for example, one-on-one account manager service. If you are a VIP of Zhengzhou International Trade Headquarters of Dashang New Mart, it means that someone will accompany you to shop or shop for you; Member value-added services, in addition to shopping, you can also enjoy more value-added services at the Zhengzhou International Trade Headquarters of Dashang New Mart. Booking air tickets, hotels and restaurants all have special services, just one phone call.
Dashang New Mart Zhengzhou International Trade Head Office put forward an innovative idea of establishing three service systems: employees, suppliers and consumers, with special emphasis on providing consumers with all kinds of software and hardware services, value-added services and superior consumption environment. The establishment of facilities such as pregnant and baby rooms, children's playgrounds, lounges and barrier-free passages for the disabled will provide more detailed and personalized services for people with various needs.
Sun Yajie, general manager, said: "We hope to build a first-class commercial consumption place with first-class team and first-class service, and truly lead Zhengzhou's fashionable, high-end and international consumption trend." The breakthrough and innovation in the service of Zhengzhou International Trade Headquarters of Dashang New Mart will surely refresh the service concept in the Central Plains again and lead the arrival of a brand-new consumption era.
The smooth opening and successful operation of Zhengzhou International Trade Headquarters of Dashang New Mart is only the beginning of the upsurge of commercial upgrading in the Central Plains. We can foresee that in the near future, Zhengzhou's business pattern will face major restructuring, and the strong rise of Huayuan Road business circle will become an important leading force. At the same time, the store has truly realized the one-stop shopping concept of high-end goods and multi-formats, and people's consumption habits will reach new heights under its guidance.
Source:/news/detail/2008-10-8/66548-1.htm.