Many people like to go shopping in Japan, so what are the advantages of going shopping in Japan? Let's take a look at the advantages of shopping in Japan. What are the advantages of shopping in Japan?
1. Commercial positioning
Please forgive my harsh words. It is polite to say that the positioning is unclear. In fact, a considerable proportion of shopping centers have no positioning. It is often Gai Lou's only Gai Lou, which will be built and delivered to China Merchants for operation. It's too late at this time. Before the drawing design, the investment operation should be involved to give a clear business positioning. Is it fast fashion, or focus on creating catering, or should it be introduced into the cinema? Because of different formats, the requirements for property conditions are different. Should the flagship store of fast fashion run through the 1-2 floor? Is the water, gas, smoke exhaust and wall load-bearing of catering reasonable? Is the height of the cinema enough? These should be designed into the drawings in advance, and someone should tell the design institute of these requirements in advance. Unfortunately, few shopping centers can do it.
but the reality is often that the investment promotion operation that has been delivered is overwhelmed as soon as it goes to the site: why are there so many pillars? Why is there a load-bearing wall here? To recruit catering, there is no pre-buried water supply and drainage? This is a typical step by step, and this is our business management level. No one wants to calm down and think about business positioning, as Wang Xing, the founder of Meituan, said? Most people are willing to do anything to avoid real thinking? .
On October 21th, 2114, a shopping center called Grand Tree opened in Japan, with an area of only 37,111 ㎡. Within three days of its opening, it has exceeded 1 million people, with a daily passenger flow of nearly 81,111. The parent company of this shopping center is 7&; I group, which owns many cities all over Japan and China? Ito Yokado Department Store? 、? 7? 11 convenience store? , and enjoys a high reputation in Japan? Seibu department store? And? LOFT? Boutique hotel, the chairman is Suzuki Minwen. In the process of preparing for the shopping center, Chairman Suzuki called the top executives of its four commercial brands to meet several times to study the innovation of the format of the Green Wood Shopping Center and discussed it repeatedly. The innovation in concept, function, format and layout embodies the wisdom of the whole group. The talent deployment, planning, design, new business format experiment, perfection to finalization and resource sharing formed by the whole shopping center 7&, 7&; 11, the superior resources of the whole group were mobilized to complete this innovation. The so-called ten years to grind a sword, one move will make the enemy, which is probably what I said. In July, 2115, the author went to Japan for a field trip to this shopping center, which is well-deserved and can withstand doubts and challenges.
second, high-quality content
Liling, a sister of the department store, said, There is nothing to sell in the department store now? This is not an alarmist. Think about the last time you went shopping, did you feel that the style of clothes was ordinary or even old, the design was not distinctive, the fabric was ordinary, but the price was not low? Catch up with the sale, the price is 21% to 31%, but people with discerning eyes can still see that they are actually weighed in sacks from Changshu or hangzhou sijiqing, and then put up the name of the sale to deceive consumers.
I want to buy a Thermos cup, and I have searched the whole shopping mall, even the whole city, but there is no Thermos brand. I finally convinced myself to buy a domestic brand. After I went home to use it, I found that the insulation effect I had been worried about was not good enough, and I felt guilty and hated it. Swear never to go to this shopping center again.
why? At the beginning, when inviting investment, because we had a certain category of brand reserve resources, we desperately recruited this category, regardless of whether it could bring value to consumers or not, regardless of whether consumers recognized these brands, anyway, we would fill up the venue first. What's more, because of the involvement of some interests, it is obviously a high-quality brand, but it can't match a poor street. What categories and brands should be introduced to attract investment is related to the original business positioning, the consumption level of the city and the preferences of consumers, not whether we are good at it or not. You may say, it's easy to attract investment. Where can we find these high-quality brands? Guangdong and Zhejiang, two manufacturing provinces, do OEM production for the whole world. As long as you are willing to suffer, you can always find it. In 2115, the State Council was shocked, and Wu Xiaobo's famous article "Go to Japan to Buy a Toilet Cover" was produced in Hangzhou. Take Nantong City, Jiangsu Province, where the author is located, as an example, which is the production base of home textile products in China. As a result, we can also find products with high quality and good price for many big-name home textiles.
Look at Japan. How is the Grand Tree shopping center done? Opposite the western restaurant on the first floor is a high-quality brand clothing store, which is convenient for female customers to stroll around after eating. The fresh food supermarket is opposite to the grocery store, which is convenient to buy; The size of the atrium square is surprising; The fruits and vegetables in the supermarket are washed, cut into pieces in advance and sealed for preservation, for convenience? Do women who love cooking for their families and need to go to work do both? ; In the process of preparing for the roof garden, children are invited to plant flowers, visit the whale water spraying field in the orchard, etc., just to let the children remember their hometown when they grow up and travel far away, and think of the beautiful memories of flowers planted by themselves in this roof garden?
Who in China has the courage to sacrifice immediate interests for the long term? This requires us to have the ability to act in a down-to-earth manner, to be fearless of hardships, to travel around the country, to visit and search from house to house, and to have firm determination and perseverance to never compromise or give up.
third, service
what is a good service? Some people say it's touching service. In this regard, the author does not quite agree. In China, Haier should be the first to advocate touching service. In 2115, the author read Hu Yong's "Zhang Ruimin said this", which recorded many Haier's service cases. Including the current Haidilao, it is also famous for its service. But now they are questioned and challenged without exception. When customers experience it with an experimental attitude, they find that it is not as magical as legend, but gives a bad review.
how do Japanese retailers provide services? The author investigated the largest MUJI flagship store in Tokyo in Japan, and found that in the huge exhibition hall, the shop assistants were busy with their own affairs, and there was no Chinese-style door to welcome guests. Customers can easily choose by themselves, but once there is a demand and look around for the help of the clerk, someone will walk up to the customer at the first time. It turns out that the clerk seems to be casually sorting out the shelves, but in fact he has been paying attention to the customer's every move, not to prevent theft, but to respond to the customer's needs at the first time. The best. The service should be intangible like an elephant, which can be used to package corporate image and narcissism. You can rest.
4. Humility and awe
Most employees in domestic shopping centers are transformed from previous department stores and supermarkets. A considerable number of people's styles are management rather than service, or even management without service. When wearing a straight suit and uniform, walking on the polished marble floor tiles, brand-new leather shoes jingle rhythmically with the ground. Being in this environment seems to have an illusion, as if your ability has improved a lot in an instant, although it has not been long since you joined the company. In fact, beautiful buildings have nothing to do with themselves. They were invested and built by the boss. What we need to reflect on is whether we have created customer value, provided quality services for tenants and customers, and maintained a heart of awe and humility for the market.
in contrast, Japanese commercial retailers are much more humble. When I was investigating Isetan Department Store in Tokyo, there was a shirt sale on the first floor, which was really cost-effective. Several of our colleagues have tried it on and selected it. Every time we try it on, the shopping guide is very kind and enthusiastic to help us find the right size and color, and there is no impatience in the whole process. We didn't know it was closing at night, and by the time we found out, the customers had almost left. However, the staff of the mall didn't urge us, kept smiling, waited for us at the elevator entrance and the turn of the aisle, and sent someone to send us out of the mall all the time.
5. consider from the customer's point of view
arbitrarily speaking, almost no shopping center in China can do this. Some people are not convinced, and what we have been pursuing is to consider for customers. Wrong, considering from the customer's point of view is not the same as considering for the customer, who is still wishful thinking from the seller's point of view.
VI. After-sale leaseback
This is a bad result of the quick success and instant benefit of the commercial real estate industry in recent years. The shop was sold, and hundreds of millions of dollars in cash came in. The financial report of that year was very good. However, when attracting investment, the problem came. The shop only has the right to operate and manage for a few short years. Which brand dares to settle in? Starbucks? ZARA? After three to five years, what should small business owners do if they take back their management rights? The previous investment was wasted.
in shopping centers in Japan, most of the property rights are owned by themselves, and there is no such thing as a small owner. Therefore, there is no such problem when attracting investment from brands. The reason why wanda plaza has developed so rapidly is that there is no constraint of after-sale leaseback, and the property rights are all self-sustaining, so it is up to you.
Today is the era of surplus economy, but there are still quite a few people who are thinking of shortage economy 21 years ago, or fantasizing that they can make money just by opening a shop casually. We should change our ideas, have user thinking and create customer value. Only with enough high-quality content and good customer experience can shopping centers flourish. Judging the quality of a shopping center is not based on our self-feeling, but on the perception and feelings of customers. Talk less about management and do more services. Don't always be in the office, go around the scene more, keep awe of the market and be humble to customers, which is the way out.