Yintai Department Store Hangzhou Qingchun Store Will Celebrate The 3Rd Anniversary Anniversary.

Golden week report card: it's an urban department store that is growing against the trend.

Just past the golden week, I am afraid that all the department stores in Hangzhou, the pain of their hearts.

Under the stimulus of the "high speed free" policy, tourism has become a hot topic for the whole nation. Everyone is busy driving and going home for holidays. The sales promotion effect of shopping malls is much worse than before. The inventory data in October 8th showed that the overall data of department stores in Hangzhou city fell by 8.68% compared with the same period last year, which is called "the most light" golden week in history.

On the report of falling down evenly,

The data of Qingchun store are rising.

"The exuberant tourist season will take away some of the passenger flow in the shopping mall, so we plan to promote the promotion strategy during the long holidays a month in advance."

Ye Xiaojing, general manager of Qingtai store, Yintai department store, said.

In the end, they gave up the mode of the exhibition and sought to cooperate with the government, opening up a temporary area of 1000 square meters, and selling for 8 days.

All the main brands involved in this exhibition, such as the brand of clothing and love, Xiao Xiao cattle, Nike, Adidas, Lining, Ttiumph, Saturday, Jasonwood and so on, have never made a low discount.

The brand laughed, and the cow scored 90 percent off of its strength.

"A long vacation is endless. The last statistics show that the sales volume is as high as about 4000000 yuan."

Ye Xiaojing said that this sales amount is equivalent to the performance of a main floor, and this exhibition is equivalent to adding a floor to the Qingtai store of Yintai department store.

On a Saturday alone, a brand sells 240 thousand yuan, while Saturday's best outfield sales are only 140 thousand yuan.

What is "good neighborliness"?

At the weekend, Xu Jiaqing, who lives in the South Xiao Port District, sends his son to the 3 floor of Yintai department, Qingchun store, to train English, and starts to walk down the floor one by one.

Last weekend, she saw the naive cartoon characters and "3Q" purple red words on the big posters in the shopping mall. The heart of the department store had been accompanying her and her family for 3 years.

In Xu Jiaqing's view, although the business circles in the distant city often evoke the fetishism of her mind from time to time, she is more willing to spend her weekends in Yintai Qingchun store. "This shopping mall does not give people a sense of distance, but rather feels close and happy. I can find the items and places I need in there, and there are always surprises."

Xu Jiaqing's surprise refers to the adjustment of Yintai Qingchun store from time to time.

This year,

The blocks have been adjusted, and the brands in the industry are all in place. Not only that, but the supply level of each shop is also improving, so customers often find that the goods here are fresh and rich.

Women's shoes are also readjusted, such as the opening of new ECCO shoes, and the sale of new products on May day will result in sales of three days and 500 thousand yuan.

Xu Jiaqing is also concerned about the dining area, where fresh blood is poured into "Feng Shui Hu", Jiangnan fans, matador, and so on, especially Feng Hu Ju and Nan fan Luo, who are the only ones in Hangzhou.

In August, the opening of Feng Hu residence impressed the people living in the east of the city. Many people, including Xu Jiaqing, were curious about the "dragon fish" flying from Fujian in the sign food. "The first 7 days of Feng Hu residence are all free, which is unique to Yintai Qingchun store."

Ye Xiaojing said that Qingchun store's auxiliary business already accounted for 40% of the business area of the store, providing both the living support for the surrounding residents and attracting more guests for the store.

With an invisible hand, quietly changing the supplier.

The change that Xu Jiaqing sees is just the brand and floor adjustment of Yintai Qingchun store, and for ye Xiao Jing, the real effort is far more than that.

There is a "invisible link" between suppliers and department stores. Yintai Qingchun store is very good at achieving a delicate balance between itself and suppliers.

Ye Xiaojing used his team to analyze the problems encountered by suppliers and help them solve problems as much as possible, which did not require department stores to act on their own initiative, which was rewarded after three years of operation.

Transformation from "last position" to "first"

Three years ago, when he opened a shop in Yintai Qingchun store, he did not take this store as a matter. The proportion of new and old goods was 1:9, and sales ranked last.

If the final elimination system is adopted, the result will be to go out of the country, but Yintai Qingchun shop does not throw away the hot potato, but it costs a lot to turn it into magic.

Ye Xiaojing and her team spent a lot of energy to spare no effort to persuade suppliers to make some changes. From the very beginning, they tried to "put some new products" in an effort to provide suppliers with various opportunities to make money. Finally, from the proportion of new and old 1:9 in the opening stage, they gradually pferred to 3:7, and then to 4:6, until today, all of them are new products, and they are also decorated according to the level of A-class shop.

This year, it has been the first floor sales for several months.

Ye Xiaojing said, "when the sales performance of a brand goes wrong, you have to ask yourself whether it is a good department store or a brand name."

UNIQLO actively "courtship", sales in the country's new store second

This year, the international fast fashion giant UNIQLO Uniqlo has offered an olive branch to Yintai Qingchun store.

From decision cooperation to decoration and opening, it took less than a month, and 1200 square meters of shops were open for business.

It is not too much to say that this is a "Blitzkrieg". "At present, UNIQLO of Yintai Qingchun store ranks second in its 10 new stores in April 8th."

Ye Xiaojing said.

800 million year sales target, from "department stores" to "business circles".

Now Yintai Qingchun shop has acquired the strength of Lancome, ZARA, H&M and other brands, but ye Xiao Jing knows very well that the "self-discipline" that knows how to control the rhythm is much more important than any easy expansion.

On the one hand, we have firmly established the trust relationship with suppliers, and on the other hand, we have steadily attracted the loyal customers. The two main lines are "two pronged approach", and the direct result is a substantial increase in the profitability of single stores.

The sales performance of ONLY, VERO MODA and other brands of the company has also increased to 20%-40%. Under the overall downturn, the store of Yintai Qingchun store can maintain steady growth, and the mystery of this is self-evident.

This year, Ye Xiaojing set a sales target of 8 hundred million for shopping malls. From the current situation, this goal has been ensured.

800 million, for shopping malls employees, it is a sales index related to year-end awards; for Ye Xiaojing, it decides the future of Yintai Qingchun store, whether it can have the right to speak in the big city east business circle full of the Mixc, raffles, Tianhong Department store, Xizi international and other business leaders, and whether it can have enough bottom gas to let many big cards throw olive branches, and whether it can cross the recognized sales threshold in the industry.

In the process of interview, we also smell something special, maybe it is called "Qingchun mode".

For many suppliers, the emergence of Yintai Qingchun store is a natural thing to do; for the huge consumer group, Yintai Qingchun store is more like a giant Rubik's cube. They are willing to walk out of their respective community houses and enter a warm world without soul walls.

Just like Xu Jiaqing, "this is not a department store where I have money and leisure to go. Sometimes I sit in Starbucks, look around the crowd, and wait for 4 o'clock pm to pick up my son, so I feel very happy."