It seems that I haven't seen the new mart in Guangzhou and Shenzhen, so I went to their homepage to find out. I think the new mart is classified as a department store shopping center, but it is not a real mall, and it is more inclined to department stores. Because I haven't seen it on the spot, I don't express my views much. .

The following are some searched information, which I hope will be useful to you.

Brand upgrade

There is a fact that makes the relevant person in charge of Zhengzhou International Trade Head Office of Dashang New Mart particularly happy. During the National Day Golden Week, the international famous products area carefully built by the store made an important contribution to the promotion of sales. They didn't expect this situation to come so soon. On October 4th alone, the store sold 8 Rolex watches and 5 Tudor watches.

From the very beginning, Dashang New Mart Zhengzhou International Trade Headquarters has positioned itself as a medium and high-end consumer in the Central Plains city. At the store's investment promotion meeting last year, a person in charge of the preparation clearly shouted the slogan of "high-end, the highest-end". Since then, the store has gradually approached the goal by relying on the strong strength of the big business headquarters.

At present, Dashang New Mart Zhengzhou International Trade Headquarters has more than 211 domestic top brands, accounting for 55% of the total number of brands, and 51 international first-line brands and luxury international famous brands, accounting for 13% 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, there is a strong will of a commercial enterprise to go high-end and build a top-level consumption hall.

Since the beginning of 2118, Zhengzhou's commerce, especially the area around Huayuan Road, has entered a reloading period, with some shopping malls newly unveiled, some closed for renovation and some internal adjustments. The industry believes that the opening of Dashang New Mart Zhengzhou International Trade Headquarters 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 high-level consumers are growing rapidly. They are full of motivation and sustainability, and they are willing to pay more premium for products with grades, intrinsic values and brands. This means that enterprises need to make a new decision after studying the China market-to open up suitable middle and high-end formats, because this group of consumers will be the largest customer base, and their consumption will account for the business of the enterprise. This view coincides with the development ideas of the Henan team of Dashang Group, and the determination to win Zhenghong in a high-profile way, devote all efforts to developing the head office, and make a decisive battle for high-end consumption in the provincial capital is obvious.

Marketing upgrade

When simple department stores can't meet the diverse needs of consumers, and when simple discount coupons are no longer attractive, brand-new consumer culture and marketing culture will emerge. While insisting on the high-end brand strategy, Dashang New Mart Zhengzhou International Trade Headquarters has also become one of its upgrading strategies.

The 1th floor of Dashang New Mart Zhengzhou International Trade Headquarters is a boutique department store area, where major high-end brands from new york, Milan and Paris have settled. The 2nd to 6th floors are fashion boutique department stores, and the 7th and 8th floors are comprehensive formats such as leisure, catering, fitness, beauty and entertainment, where consumers can enjoy extraordinary environment, food and services. It is commendable that while building a one-stop service, the format combination of Dashang New Mart Zhengzhou International Trade Head Office is not entirely based on the comprehensive category, and it is also an important requirement to match the high-end department store format reasonably, 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 is a Qianwei Lamian Noodles in the corner of the men's wear area on the second floor of the store, and there is 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 remolding of marketing model can't be underestimated. In the past, Zhengzhou's businesses flocked to discount coupons, and the situation is gradually changing. During the preparation for the opening, Sun Yajie, general manager of Dashang New Mart Zhengzhou International Trade Head Office, declared that the upcoming Dashang New Mart Zhengzhou International Trade Head Office would focus on the target customers and launch precise marketing without engaging 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, which will better narrow the distance between shopping malls and consumers.

Based on this concept, since it opened its doors, Dashang New Mart Zhengzhou International Trade Head Office has jointly conducted several alliance marketing with mobile communication, banks and other units, and achieved good results due to proper publicity and good promotion. On October 4th, Dashang New Mart Zhengzhou Head Office and China Construction Bank held a promotion activity called "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 11 exhibitions of new autumn and winter products of major international brands have been held, which attracted 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 customers, forming a strong consumption power, and the marketing activities will be closer to people's lives and social hotspots, so as to truly meet consumers' all-round consumption needs by arousing their * * * voices and participation.

Service upgrade

"During the National Day, about 61% of customers came to our store with VIP cards, which is a very amazing number." Li Wei said. In his view, the appearance of this figure not only proves the attraction of big businessmen, 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 commercial development trend in Zhengzhou has been upgraded from the competition of commodity value to the competition of soft environment such as commercial service. Under this big commercial environment, Dashang New Mart Zhengzhou International Trade Head Office has put forward the service concept of honor, honor and privilege, and based on tailor-made butler service, it accurately puts forward the exclusive treatment of members such as worry-free gold medal service for shopping for 111 days, ten-minute limited return, advance payment commitment, parking space reservation, parking service and free car washing, as well as exclusive products for VIP customers.

In terms of service to VIP customers, Dashang New Mart Zhengzhou International Trade Head Office has put forward higher requirements for itself. It is understood that the store has a leading VIP customer reception center in Zhengzhou, providing VIP customers with all-weather free refreshments. Moreover, with the improvement and promotion of services, VIP customers will be provided with higher-level services: such as one-on-one account manager service, if you are a VIP in Dashang New Mart Zhengzhou International Trade Headquarters, it means that someone will accompany you to shop or shop for you; Member value-added services, in addition to shopping, you can enjoy more value-added services at Dashang New Mart Zhengzhou International Trade Headquarters. There are dedicated services in booking air tickets, hotels and restaurants, just one phone call.

Dashang New Mart Zhengzhou International Trade Head Office puts forward the innovative idea of establishing three service systems: employees, suppliers and consumers, with special emphasis on taking consumers as the center, providing all kinds of software and hardware services, value-added services and superior consumption environment for consumers. 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.

general manager sun yajie said, "we hope to build a first-class commercial consumption place with first-class team and first-class service, and truly lead the fashion, high-end and international consumption trend in Zhengzhou." The breakthrough and innovation in the service of Dashang New Mart Zhengzhou International Trade Headquarters 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 Dashang New Mart Zhengzhou International Trade Headquarters is only the beginning of the upsurge of commercial upgrading in the Central Plains. We can foresee that in the near future, Zhengzhou's commercial pattern will face a major reorganization, 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 a new height under its guidance.

source:/news/detail/2118-11-8/66548-1.htm.