Women'S Department Store: Zheng Zhigang'S New Gimmick

The world women's department store test clothes do not need to look at the mirror.

"Chongwenmen New World Women's department store is a male waiter."

After visiting the newly opened Beijing new century women's department store, a "girl class" shopping man snow sent such a feeling in micro-blog.

It has to be said that women are always duplicity and shy when facing handsome male guides, but Xiao Xue has bought a piece of it.

Of course, there are still some conservatives who "hurt me around the underwear area around the middle of the day, and I didn't feel like opening up."

That's right!

This Beijing fashion new world women's department store is a male waiter with water, even underwear area is no exception.

To add one thing, there are already many young girls who ask for a "little boy who sells socks".

Become famous

Zheng Zhigang was born in 1979, a "baby face", handsome, but low-key, has always been the mystery of Hong Kong media.

Known as Zheng Zhigang, his grand wedding began in November 2009. It was rumoured that the total cost was HK $140 million, which was luxurious and extremely gimmick. It was called "a successful case of the big and small appearance" by Hong Kong media.

Since March 2007, Zheng Zhigang has been appointed Executive Director of new world department store. Its first commercial show is the K11 Shopping Center opened in downtown Hongkong, Tsim Sha Tsui, in December 2009. It has become the leader of similar theme department stores.

However, it is only K11's internal installation art that cost HK $20 million, and its huge investment has always been a major feature of Zheng Zhigang, a wealthy and powerful family.

The women's department store, located in Baoding Center, Chongwenmen, Beijing, takes 33 months to prepare.

However, due to its positioning as a "gender department store", Zheng Yonggang's big theme store mode has been questioned by the people in Beijing.

There is no successful case in women's department stores.

In the early 90s of last century, there was a test shop in Beijing's Ma Dian bridge, Ms. Indira Steiker, the mall. But the goods were flat and closed for two years. In 2001, the women's department store in Beijing was unveiled in the name of "creating women's dream factory", but then the direction of operation was diversified, and finally disappeared in January 2007. In December 2007, the first male shopping Theme Store "gentlemen's Pavilion" appeared in Beijing, but the market reaction was plain. In 90s,

That being the case, why did Zheng Zhigang lead the new world to "step ahead" and challenge women's department stores again?

On the one hand, the department store industry has always been the "lady in charge", the female consumer accounts for 70% passenger flow in the department store, and the female consumption accounts for 80% of the total sales volume of the shopping mall. It is a real consumer leader. This market segment can not be missed. On the other hand, although women's department stores are gender oriented in the past, they lack the basic characteristics of a department store as a theme: gimmick.

Zheng Zhigang has found a gimmick. One of the most important things is that women's department stores are all "men of God".

So, what the "female gods" saw was a uniform male waiter wearing a black T-shirt, a metal chain, a silver vest, a black trousers and a straw hat. Even if they were going to buy a bra, they would enthusiastically introduce it.

The number of women in the audience is only "quantity consultant".

It is clear that if "ladies and gentlemen" want to ask about "sensitive topics" such as chest effect and cup requirement, it is still a matter of male shopping guide.

It's a strange thing to do for women in the department store. There is a "female God" who says: "a boy's sale..."

It is estimated that I am too conservative to adapt to incompetence. "

Just think, what if we buy a short skirt and go out?

However, "female God" immediately got the fun: "yes, it is really good, handsome handsome guide shopping, is a woman's paradise."

Of course, a woman's paradise!

There are two key points in the "male shopping guide": one is women's vanity and sense of accomplishment; the two is "all men shopping guide" has become the first sign of the difference in women's department stores. If "female gods" wish to enjoy a good life, then go to the women's department store.

What do women want?

Facts have proved that "

With the gimmick, Zheng Zhigang's next step is to implement the concept. "Women's department stores are tailored for women's real women's department stores, regardless of female students, white-collar workers or housewives, all modern women's consumption needs can be met."

40 thousand square meters of business area, Zheng Zhigang deployed the first female book house Yu Feng Library in China, opened the first department store pet shop in China, Zheng Yonggang invited HOLA HOLA, Lavera, and so on, the rare well-known brands in department stores in the department store were strong enough to enter women's department stores.

Of course, the most important thing is to let "women God" willing to pay, and often pay money.

The new world has developed a "composite commodity strategy". For example, a "female God" likes Esprit. She may only buy clothes in other department stores or can only buy sheets. In the new world women's department store, she can buy sheets, clothes and underwear from all over the world, all of which are Esprit.

In fact, in the whole women's department store, the brands of the same company and group are arranged together for sale, instead of general shopping malls being scattered and displayed according to the type of merchandise. The information sent by the factory shop is: if you like a brand, the women's department store must be the most complete.

Some break the conventional layout also highlights Zheng Zhigang's "collection of passengers" thinking.

In other department stores, a large brand of cosmetics and women's shoes is generally on the top. But Zheng Zhigang's new world women's Department has arranged dozens of brand "one price ornaments" in a prominent position, selling 9 yuan, 21 yuan earrings, earrings, ornaments, headwear, hats, bracelets, necklaces, stockings...

The theme of the theme department store is "collecting customers", and this shop is the favorite of "women gods". Why not?

Moreover, in order to highlight the popularity of these accessories, many accessories are cost-effective, and appear in hot Korean dramas and American drama props.

It should be said that as a theme department store, women's department stores have done a lot of concept work for women's needs, and services are more than content, and the content is not bad.

Club Marketing

Of course, if you want to group a group of women, the topic is also a good choice. Which woman is not gossiping?

"Little Prince of the constellation" live lecture, "GAGA painting activities", "restaurant star chef Professor cooking"......

Almost every day, women's department stores will generate a variety of topic marketing events, which can accurately analyze consumers' shopping psychology and achieve personalized service at the same time.

It is noted that the new world department store has a foundation in Beijing, with a membership of 200 thousand people and a female membership of 150 thousand. The new world has a closer customer service relationship with its members.

When a "star God" female god knows the "Little Prince of the Zodiac" on the spot lecture, she may come to the women's department store, and quite a few of the women are constellations fans.

This is actually a kind of club marketing, which further concentrates and organised women's themes.