Interview With Luo Song, General Manager Of Yau Tang Shopping Center

< p > > a href= "http://www.91se91.com/news/index_c.asp" > experience format < /a > has become the biggest bargaining chip for traditional business to shake off the impact of e-commerce. In order to keep the market fresh and enhance consumer stickiness, the Yau Tang shopping center, which has been upgrading for more than eight months, will be targeted at white-collar social shopping centers. According to Luo Song, general manager of Yau Tang shopping center, shopping center is no longer just a place of consumption, but more attention is paid to the emotional needs of the target audience. It also made the mall the first social shopping centre in China. < /p >
< p > < strong > strengthening social attributes: doing "only" < /strong > /p >
The second adjustment of Yau Tang shopping center will no longer be confined to brand and format, but also more importantly to the environment, service quality and consumer interaction of P. < /p >
< p > > according to < a href= > http://www.91se91.com/pioneer/ > > LUO song < /a >, Yau Tang shopping center positioning white-collar customers around the office building, in order to impress this part of the customer group, Yau Tang shopping center not only needs to satisfy consumers' one-stop profit demand for eating, drinking, playing, music and shopping, but also pays attention to the emotional needs of consumers, creating third living space for urban white-collar workers apart from work and family. < /p >
< p > Luo Song said that the third living space is to make consumers highly sticky to Yau Tang shopping center, which makes shopping center's "initial experience" particularly important. "When the shopping center's environment, quality and brand can exceed the expectations of the first time shoppers, let them have the idea that they want to bring their family members and friends to continue shopping here, so that the shopping center will also have a steady flow of passengers in the future." In fact, many shopping centers in China have accelerated their nurturing period by fostering loyal customers. < /p >
< p > to strengthen the social theme, loosen said, Yau Tang shopping center has hired experts from Japan, China and Hongkong, who are good at experiencing space design, to beautify the store and the environment. At the same time, the Yau Tang Shopping Center launched the "Yau Tang meet with love" activities for white-collar workers on the 11 day of each month. Every day, there are friends making walls, so that young men and women will have unexpected gains besides leisure, entertainment, shopping and dinner. < /p >
< p > < strong > experience format expansion: force weekend > /strong > /p >
It has been more than eight months since Yat Tang shopping center was launched and debuted in December 24th last year. According to statistics, the sales and sales of shopping malls increased by more than 50%, with an average daily passenger flow of more than 30 thousand passengers. P Yau Tang has Starbucks, coffee, coffee with you, Haagen Dazs, blue frog and many other places for people to work in social gatherings, appointments and business negotiations. At the same time, Yau Tang has done enough work in the retail format, adding many white collar favorite commuter clothes and party clothes. < /p >
< p > Luo Song said that in the past, Yau Tang shopping center lacked the format of family gatherings and family consumption, so there was no passenger flow at weekends. But shopping centres in the business district should not only focus on the needs of the working population, but also pay attention to the weekend life of the white-collar workers. We must increase the weekend passenger flow to support the survival and development of a good project. < /p >
< p > to increase weekend passenger flow and sales, Yau Tang shopping center needs to increase family meals and fashion meals, expand entertainment and entertainment formats, and improve the proportion of children's formats. At present, < a href= "http://www.91se91.com/news/index_c.asp" > Yau Tang < /a > shopping center occupies 50% of retail sales, 30% of catering, 15% of household life, and less than 5% of children's formats. In the second half of the year, the three level of Yau Tang shopping center will re plan the children's special area, and will introduce children's favorite service or sales category. This can attract families to increase the weekend passenger flow for the group of consumer groups. < /p >
< p > < strong > borrow big data: embrace the electricity supplier < /strong > < /p >
< p > in the face of the impact of the electricity supplier, many businesses are in a mess, and they begin to fight price war or blindly "touch the net". It is because of the impact brought by the electricity supplier that the managers of shopping centers have a sense of urgency, so they must make adjustments and changes. Luo Song said that the feeling of placing the electricity supplier under one key is far less than the experience brought by the shopping center to the consumers. Shopping centres should use the electricity supplier as a consumer partner, relying on the potential to develop synergy. < /p >
< p > at present, Yau Tang shopping center is also actively exploring cooperation with e-commerce platform. In terms of new media marketing, Yau Tang shopping center is about to launch App. "After coming into the store, the shopping center will judge consumers' consumption habits through data analysis and achieve accurate information push." < /p >
P, we live in all kinds of circles every day. Social shopping centers simply provide consumers with a circle of friends. In this circle, there are all kinds of tide cards, petty bourgeois restaurants, and coffee houses and red wine rooms for friends to gather together. In the circle, you can also meet the other half and finish your life. In addition to the perfect format, the social shopping center will also provide consumers with a fresh and natural gathering space different from the working environment. < /p >
Nowadays, consumers are becoming more and more critical. They hope to have an exchange platform that can give them emotional care, find friends and release feelings. P This platform must have fashion brand and service quality, but the most important thing is to meet the needs beyond their work. < /p >
< p > Yau Tang is serving a special group of white-collar workers, who are in the middle of the society and do not touch the bottom nor reach the highest point. It is the critical point between the two endpoints. This group of guests is also elusive about what they want. Their pursuit of romantic feelings is constrained by their work. Luckily, the planned single party marketing activities made the white-collar workers of Yau Tang active, and roson also began to refine the classification of customers and provide targeted services accordingly. In the eyes of loosen, he wants the shopping mall to meet the needs of the customers to the maximum extent, even if it temporarily sacrifices the interests of the shopping malls. < /p >