How To Integrate Retailers' Resources?

When planning, we should design bright points according to the characteristics of the city.

First of all, we need to consider brand names.

Wu Zhengmei, general manager of Nanjing water tour shopping mall and general manager of Shanghai water tour city commercial Cci Capital Ltd, said: "Nanjing is our first shopping center, and its location is a non core business circle. So we are very concerned about how to reach the core business circle and do a lot of work in this area.

For example, in the construction, in the MD design, including in the environmental treatment and so on these aspects have made a lot of design and investment.

In terms of brand, when designing this plan, some characteristic projects were designed according to the characteristics of Nanjing.

First of all, we should consider the difference. Second will also take into account the overall positioning of the shopping center. For example, we need to make a difference space in the city. We will make brand differentiation in this space and make brand selection and combination.

Wang Yongxiang, general manager of Weishi Bai (China) Co., Ltd. is very aware of this: "first of all, three points to sum up, the first point, all international brands or domestic retail brands want to expand to the second tier, three line city, they not only compete for market share, but also compete for resources, so brand introduction is not so simple.

In fact, as a brand of shopping center, the key point in development and operation is to have the right human resources, the most suitable human resources, the most suitable service and the most suitable brand, so as to provide the best customer experience successfully in the second and three tier cities.

Therefore, this involves resources, especially human resources, and so on in the second tier and three tier cities.

The second point is that the infrastructure of the city is very important. Many brands want to expand rapidly to the second tier and three tier cities, but because of the problem of urban infrastructure problems, if the joint venture retailers need to take into account the retail supply chain and logistics supply chain, infrastructure is very important, which is likely to restrict the retail brands entering the second tier and three tier cities.

The third point is about how we cooperate with each other to introduce international brands to the second and the three tier cities. That is, we must understand the international brands. When they enter a specific market or city, they mainly want to see if they can reach the critical value as soon as possible.

For example, in Chongqing, if a theme shop may need to open 20~30 stores, economies of scale can be achieved.

I believe that in this market, whether for the developers of the shopping center or for some retailers, we need to let some international brands get into it. This is inevitable.

However, one aspect we can't ignore is the local retailers. Local retailers are from China. They are also very important resources and need more attention. "

Wei Xuepei, general manager of Hebei Vientiane Tiancheng Commercial Management Co., Ltd., said: "the location of Hebei Vientiane Tiancheng is high in mid-range, but at that time, we thought Shijiazhuang was a second tier city, and many brands did not know if the market was OK.

We have been exploring and pursuing our own characteristics and personalization.

I think a famous shopping mall is not to say what grade it is. Two, the industry agrees with the consumer. If no consumer agrees with you, your tone is too high to be useful.

The local brand is the foundation of Vientiane. I have been in the retail industry for many years. At that time, some small brands in Hongkong are now becoming well-known chain brands. These brands are our real resources and foundation.

There is also a need to improve service levels and set up special projects to enhance the brand sense of shopping centers.

We have a parking lot that is specifically designed to provide parking for women, with a wider parking space to attract and enhance customer loyalty.

In addition, we send our staff to Korea to visit and study. Korea has strict requirements for customer service, such as how to receive customers and how to guide consumption.

Make the shopping center to the end.

The most important thing is the level of service, so service is competitiveness.