Exclusive Interview With Beijing APM Shopping Center -- Cai Zhiqiang

There are many shopping malls in Wangfujing, East Xintiandi, Beijing City department store, Lotte intime department store and so on. Beijing It is not easy for APM shopping center to kill a blood route. Cai Zhiqiang, general manager of APM shopping center in Beijing, seems to want to highlight the tight encirclement, and the shopping center needs to be well positioned. Beijing APM shopping center locate targeted customers to 22-35 year old local consumers and tailor feature shopping centers to local young consumers.

　　 Targeting young people here

After the two renovation in 2008 and 2011, Beijing APM shopping center began to relocate. Cai Zhiqiang recalled that at that time, Beijing APM made a market survey called "young ten", and finally set the 22-35 year old crowd as the first target group.

Cai Zhiqiang said that after determining the location, it is necessary to "one size fits all" to change some previous trends which do not conform to the new positioning. "Apple, Fast fashion clothes Cosmetics, jewellery and other commodities have great attraction for young people. At that time, the survey showed that 70% of young people reflected that there was no H&M in Beijing APM. As a result, H&M was later replaced by Nike. As the only store in Beijing, FOREVER21 has attracted young people from all over the city to come shopping. In terms of catering, Beijing APM introduced the first "Grandma's home" in Beijing. Through popular comment, it launched many popular brands catering to its style, such as Lukang, Xibei, and so on.

At the same time, Beijing APM also found that foreign tourists were not active in shopping and dining. Cai Zhiqiang decided to boost local passenger flow. At present, the local passenger flow has risen to 70%.

　　 Cai Zhi Qiang For example, "for example, the first tier US brand GAP, the shoppers are basically young people who live and work in Beijing. The foreign consumers are just patronizing, but they will not buy it because they are not familiar with the brand. There is basically no GAP in the three tier cities in the country, but the brand is highly sought after by local young people".

In order to attract local young consumers, Beijing APM promotes its consumption every week. Statistics show that promotional activities have increased passenger traffic by 40% and up to 150 thousand.

　　 Basic guarantee services

Compared with the Dongxin Xintiandi subway station directly into the shopping mall, Beijing APM has no advantage in transportation, they do professional services such as property, security, taxi stations and other software services to provide customers with a good shopping environment.

Cai Zhiqiang introduced Beijing APM through optimization, leaving the car park entrance and exit only one group. The route is simple and convenient for customers to identify directions. Meanwhile, Beijing APM applied to the public security department, patrolling two small police dogs every day to give customers a sense of safety.

In addition, Beijing APM uses shop layout reform to enhance passenger flow. Some shops on the street are not one level, but two or three floors up and down. Beijing APM will open the middle staircase and put the cash register on the two storeys to guide customers to spend.

At the same time, Beijing APM also provides wireless Wi-Fi, customers have booked seats in the restaurant, you can check the restaurant seats at any time by mobile phone software. Cai Zhiqiang said, "we are setting up an electronic software guidance system. Customers do not have to go to the information desk to ask questions. From the first floor to the six floor, the mobile phone takes you there. The system is expected to be completed before the end of the month.

　　 Network marketing focus

Micro-blog and WeChat are indispensable to young people nowadays. They have gone beyond the scope of social tools and become a good marketing platform for businesses. Beijing APM currently has 930 thousand fans of micro-blog, WeChat has 170 thousand fans. Cai Zhiqiang introduced that Beijing APM had a special department responsible for micro-blog and WeChat, and began to interact with consumers at 8 o'clock every day. "When micro-blog fans reach 1 million, we will hold a large event to give 1 million fans to the ceremony."

Beijing APM also pays attention to members' experience. "Our membership card has no" expiration "theory and can be used forever. Customers will feel steadfast when using it. Membership cards can also enjoy preferential activities such as parking spaces. In addition, shopping malls also strengthen cooperation with banks to make good use of their platforms.

Online shopping has the biggest impact on traditional retailing industry. But in Cai Zhiqiang's view, the Internet can also be used for traditional retail businesses, and businesses attract customers through online marketing. Stores provide customers with good quality and inexpensive products, while shopping malls provide consumers with good shopping environment and supporting services. Shopping pleasure is not available online shopping.