Han Guang Department Stores Still Insist On Doing Department Stores.

The severe market and the operating pressure of single department store have made Han Guang Department less tired in the past two years.

In the general downturn of the general merchandise industry, the department store has maintained an increase in the largest scale since its opening.

In the view of Pu Jiajia, general manager of Han Guang Department store, the brand will not wait for the slow pformation of department stores. It must stimulate the brand's confidence in department stores through the stimulation of new business models and ideas.

Compared with the gradual development path of Western retail industry, China's retail industry has not evolved according to the level of economic development.

The rapid development of China's economy has given the retail industry the opportunity to take off. But after entering the economic shift period, the diversification of consumption channels and the individualization of consumption demand have doubled the pressure of traditional consumption channels.

The traditional department store industry is the most typical representative. It is changing from the focus of retail industry to the common anxiety of the industry.

"In the era of" Internet + ", there are new concepts every day.

We are all worried that we can't catch up or fall behind, but we don't know where to catch up and how to catch up.

Pu Jia Jia said that because it is a single department store, the cost pressures make them unable to be pformed gamblers.

"When discussing the pformation plan, we always need to consider making up for the decline when the investment is not so severe."

In 2014, Han Guang Department Store launched the biggest adjustment since its opening, closing the seven level of innovation of children's formats and brand concentration.

Last year, 4 floors were upgraded for 6 months.

Pu Jia Jia said that after the pformation, the hardware upgrade effect was obvious, and more than 100 new brands were introduced.

Instead of finding reasons for success every day, it is better to calm down and find its own advantages.

Pujiajia said.

In Han Guang Department store, some brands will also give special goods support.

Estee Lauder and L'OREAL sold the first store in Han Guang Department store, Under Amour in Han Guang Department store and opened the only department store in China.

In fact, the attitude of the brand to department stores has not been so positive in the past. Pujia Jia said that when participating in some brand year-end activities, there will be some "lonely" feeling, and sales of good department stores have become less and less.

Pu Jia Jia said that brands also have the pressure of survival. If the department stores do not have a positive strategy, it is difficult for them to accompany the department stores in the hard times under the pressure of high cost.

Instead of worrying about the impact of new channels and brand swaying, it is better to pform anxiety into action.

Pu Jia Jia said that the hardware pformation of Han Guang Department store, at the same time, the consumer demand is also synchronized in-depth excavation.

In the light of

With the essence of selling rich products and combining various convenient consumption channels in the trend of mobile Internet, Han Guang Department Stores launched an electronic membership card and opened up mobile payment in an all-round way, making shopping process and consumption experience convenient and smooth.

"17 years"

Experience, long-term cooperation with brand manufacturers and membership ecosystem enable Han Guang Department to understand the way of interaction between brands and consumers.

"Jia Wei" Pu Jia Jia said.

Last January, Han Guang Department Store launched WeChat trial channel, with more than 20 international first-line cosmetics brands.

Combined with the needs of consumers at different levels, the WeChat trial channel will provide 1-2 brand star products for free users every week.

Less than a year after trial channels, the average number of applications for single brands exceeds 14 thousand and 500, of which more than 95% are brand new customers.

After double deformation of hardware and software, last year, the sales volume of Han Guang Department Store reached 2 billion 400 million yuan, which continued to grow.

Pu Jia Jia said that Han Guang Department store had only more than 40 thousand square meters of volume and did not have sufficient hardware conditions for shopping center pformation, which would not become the future development direction of Han Guang Department store.

"I don't think department stores will be marginalized."

Pu Jiajia said, "the electricity supplier efficiency, entity experience, electricity providers and entities complement each other as different retail formats, no one can be the only winner."

Pu Jia Jia said that the future of Han Guang Department store will continue to be a department store, presenting the goods that consumers need to them.

However, the department store can no longer be a traditional department store. Innovation can not only focus on goods and services, but also need to return to the essence of retailing, innovate in business mode and process, and operate at lower cost and higher efficiency.

Pujiajia revealed that this year will refurbish the core cosmetics and girls' floors, and continue to accelerate the introduction of new brands.

Pu Jiajia said, "as a single department store, our" Internet + "layout should be fast but not blind. Continuous optimization of offline store experience is the focus of our work.

It is understood that in 2015, Han Guang Department store spent 80 million yuan on upgrading the floor, and in the next year, it will continue to accelerate the introduction of new brands.

For the unsuccessful consumers, the Han Guang Department store also conducted two activities invitation. From the result of the final feedback, the conversion rate from online to store reached 30%-40%.

Statistics show that the conversion rate of the counter on the day of feedback activities is 5%-8%, which is equivalent to 10 times of the traditional distribution mode of the brand.

Pu Jia Jia said that brand response was not so active at the initial stage of promotion.

However, now more and more brands hope to cooperate, and the schedule is already very full.

In addition to WeChat trial, Han Guang Department store also launched the online sale of specialty products and store self purchase flash purchase channel. As of last December, more than 10 thousand members have experienced this service, and the two sales conversion of flash buyers is close to 50%.