On June 28th, 2009, 10, Dingcheng Store, a contemporary shopping center located in TSM business district of Shijingshan, officially opened. This is the first branch of the contemporary shopping mall, which fills the business gap of Shijingshan and even the high-end large department stores in western Beijing. Contemporary shopping malls, as the first batch of Jinding department stores in China, have entered the road of chain and group development. Speaking of contemporary shopping malls, elegance, fashion, exquisiteness, internationalization and all-round service are her first impressions to customers. Contemporary Mall was established in 1995, located in the core area of Zhongguancun, with an operating area of 28,000 square meters. Contemporary shopping malls take "high-end department stores" as their own positioning, serving the rich, successful people and senior managers. Since 2005, Contemporary Mall has been operating independently. With the growth of more than ten years, contemporary shopping malls have become the first in the industry. How did she succeed? What cards will she play in the future expansion and development? Not long ago, the reporter interviewed Jin Yuhua, general manager of Contemporary Mall, Liu, general manager of Dingcheng Store, and related personnel. A successful department store: Contemporary Mall, the first batch of Jinding department stores in mainland China, put forward the business philosophy of "all for creating customer value". The driving factors of creating customer value can be summarized into five commercial elements: goods, services, environment, convenience and safety. Contemporary co-ordinate the promotion of core competitiveness, pay attention to the exploration and innovation of service, environment and convenience, and launch many initiatives of leading industries. After analyzing the contemporary consumer groups, the shopping mall put forward the service concept of "when you need it, we are by your side". Contemporary employees need a kind of enthusiasm, a pair of keen eyes and a heart full of knowledge and wisdom. What she provides is a kind of service that is "as customers need, as customers think, as customers wish", and it is a realm of "keeping things quiet". In order to reach this level, a group of consultants and expert sales stars have been trained, and a foreign language service team that can provide translation in seven languages has been created for employees. During the 2008 Olympic Games, it was selected as the only department store in Beijing to accept the special shopping activities of Beijing 2008 Olympic Youth Camp. When your car has just entered the contemporary vision, the concierge in the mall will guide you to stop and guide you to stop. In order to reduce customers' spending on shopping time, energy and physical strength, contemporary shopping malls put forward "convenient to enter the store, convenient to buy, convenient to pay, convenient to communicate, convenient to complain and convenient to return goods" In modern times, you don't have to worry about the situation that goods are easy to buy but difficult to return. Shopping malls take the lead in launching "one-stop return" service in Beijing department stores, designate special areas, and send experienced personnel to receive them full-time. Customers don't have to go to the counters of various brands to negotiate a return. It only takes 3 or 4 minutes to complete. Many customers said that it is as convenient to return things in contemporary shopping malls as to buy things. At present, Beijing's first 24-hour service hotline has been opened, and customers can contact shopping malls at any time to get complaints and answers. With the help of CRM management system, we can more accurately grasp the needs and desires of customers in the contemporary era, and then provide targeted communication and services. In Beijing's business circle, contemporary shopping malls first put forward the concept of "business environment" construction. In terms of spatial layout and supporting facilities, meticulous humanized design is reflected everywhere. The ladies' fitting room not only has basic items such as seats, cosmetic mirrors and clothes hooks, but also places scarves, socks, perfumes and other detailed items 10. The standards of "business environment" and "fitting room" first implemented by shopping malls are taken as reference by Beijing commercial department to formulate industry standards. Jin Yuhua abandoned the concept of "every inch of area should produce benefits" when running contemporary shopping malls, and implemented "returning farmland to forests" to create a healthy, environmentally friendly and comfortable shopping environment in an all-round way. When customers are tired, they can find a rest chair and a water dispenser beside the escalator. In addition to the automatic piano playing music in the center of the lobby on the first floor, the air quality display screen above the elevator room reminds customers of the air indicators such as temperature and humidity in the mall at any time. The mall also opens a 500-square-meter club for members and customers to rest. The concept of barrier-free shopping permeates the construction of business environment. All the instructions in the mall and the price tag of 6.5438+0.8 million goods are in both Chinese and English. There is a ramp at the main entrance of the mall, with a low-level cashier on each floor, a barrier-free toilet seat in the bathroom on the floor, and a wheelchair and stroller at the main service desk. Not long ago, Ms. Zhang Haidi, the chairman of China Disabled Persons' Federation, came to the present age by accident, and saw that the barrier-free system of shopping malls was so perfect, and she left a message on the spot "Contemporary shopping malls, contemporary quality". After several years of self-restraint, gathering popularity and calling for wealth, the sales of contemporary shopping malls rose from 7 1 billion yuan in 2004 to 1 2 1 billion yuan in 2008, with a cumulative increase of 67%. Opening the First Branch: Benchmark of Jingxi High-end Fashion Department Store After a month's trial operation, Dingcheng Store, a contemporary shopping mall, officially opened on June 28th. 10. This is the first branch of the contemporary shopping mall, and it is also the first time that a high-end department store has entered the Shijingshan area. The store is located in Shijingshan Jinding business district, with a building area of 43,000 square meters and a business area of 29,000 square meters. It is a comprehensive department store integrating shopping, catering and leisure functions. Liu, general manager of Dingcheng Store, a contemporary shopping mall, told the reporter: "Dingcheng Store is the first branch of the external expansion and development of contemporary shopping malls, which will undoubtedly occupy an important position in the history of the development of contemporary shopping malls. From conception to birth, it is a process in which contemporary people accumulate wealth and turn their ideals into reality. " In Dingcheng Store, the theme of "elegance, fashion, exquisiteness and internationalization" permeates every detail, and introduces the concept of "environmental marketing" into all designs to create a fresh and pleasant audio-visual experience for customers. There is a sinking square with an area of 300 square meters in front of Dingcheng Store, surrounded by green plants. Through such a garden-like leisure square, through the exquisite bronze stainless steel gate, you can see the magnificent atrium. The whole atrium is 10 meter high, which is the prelude to the main theme of the inner space of the mall. All kinds of service facilities in the store follow the contemporary style of our store, reflecting humanistic care for details. Dingcheng Store, a contemporary shopping center, accommodates more than 500 well-known brands at home and abroad, including world famous products and department stores, achieving the best combination of high-end brands and mass brands. Quite a few of these brands are entering the Shijingshan area for the first time, and a large number of unique brands make Dingchengdian, a contemporary shopping center, a gathering place of famous brands in Jingxi. Liu told reporters that Dingcheng Store is consistent with contemporary shopping malls in publicity, culture, service and membership system. In recent years, contemporary shopping malls have established their position in the industry with a series of service innovations. The service mode of contemporary mall seal has also been translated to Dingcheng new store, and the member service system has been fully connected. Contemporary membership cards can be used in our store and Dingcheng branch, enjoying the same preferential treatment. Other special services such as VIP escort launched by contemporary shopping malls will also be implanted in Dingcheng stores one after another to provide customers with more value-added shopping enjoyment. Embark on the only way: the expansion of Dingcheng store in the future will kick off the chain expansion of contemporary shopping malls. Jin Yuhua told reporters that as a high-end department store with a high reputation in Beijing and even the national business circle, many people inside and outside the industry are very concerned about why contemporary shopping malls favor Shijingshan in the west of Beijing and choose to open the first branch here. Compared with the fierce retail competition in the eastern region, the development prospect and huge market potential of Shijingshan provide a rare opportunity for enterprise expansion, and chain operation is a direction for the future development of contemporary shopping malls. In fact, many regions, including foreign customers, mailed project plans to Contemporary Mall and held talks, hoping that Contemporary Mall would open chain stores in their regions, but Contemporary Mall chose to expand cautiously in Zhang Zhilu. The chain expansion planning of contemporary shopping centers will take Beijing as a breakthrough and gradually expand outside Xiang Jing. When the reporter asked when Contemporary Mall opened its second branch, General Manager Jin Yuhua promised: "The day when Dingcheng Store made a profit is the time when Contemporary Mall opened its third new store." We are looking forward to the opening of the third branch of Contemporary Mall.