Wangfujing Executives: Transformation Of Department Stores Is Imperative

In 2015, the new normal became a high-frequency term. The steady and slow growth of the macro-economy is a new normal; the retail market and the electricity supplier are constantly changing the market share. This is a new normal; the retail industry is weakening and the competition is gradually becoming white hot. It is a new normal for the industry to gradually adjust and innovate, to achieve cross-border and normalization. Looking back to so many new normal situations, the core change is the new normal. So how can we grasp the foundation of change?

The secret of winning customers is the differentiation of products. In the next period of time, the situation of low gross profit and negative growth will not change significantly. Under such a background, the market incubation period of the brand is also lengthening. The brand differentiation adjustment without consideration of "value" will only add to the achievements. Therefore, in the construction of brand, we should give full consideration to the current market environment and comprehensively evaluate the value of brand to department stores. As a department store, commodity management should not be simply introduced, and more efforts should be embodied in the control of commodities. For example: to enhance customer experience as the core, create creative experience zone, experience shop, break the brand, highlight the merchandise, introduce the concept of brand collection store, break the limitation of the operating area, expand the fullness and attractiveness of the product, and display the layout, so that the same commodity has different temperament.

Secondly, Marketing Is the key to winning the market. However, under the new normal, the promotion of marketing, extensive marketing and extensive customer maintenance obviously reduce the style of marketing, and the transformation of marketing is imperative. The mode and mode must be changed to truly stimulate the creativity of marketing. In terms of marketing, the first is to open up multiple channels so that we can choose the most cost-effective marketing channel according to the different planning points and the characteristics of the target customers, so as to improve the arrival rate of marketing. The two is the application of big data platform, so that precision marketing can be more targeted, so that we can get closer to the target customers. In the new normal, low cost, high return business demands, precision marketing is inevitable, first of all, identify the target customers, and then according to their characteristics. innovate Ways and means, find its marketing focus, skillfully hit seven inches, achieve high returns.

Besides, service is the soul of customers. In our research and practice, we found that Maslow's hierarchy of needs was simplified to three levels for customers, in short, "satisfying expectations - satisfying desires - meeting potential needs". In order to win customers, in addition to meeting the basic needs of customers choosing department stores, they also have to satisfy the irrational needs of customers, produce emotional resonance and good service word of mouth. The highest level is to listen to the customers' voice and satisfy the potential needs of customers. In reality, we still have a lack of customer satisfaction and demand. This is also one of the crux of our loss of customers and lack of relationship maintenance. We can explore from the clustering of voice, and we need to open new thinking and new ways to find effective collection methods. In 2014, Duan tried to use the tracking research method to study consumer behavior for the first time, so as to tap the potential demand of customers. In the future, more innovative practices will be carried out in this area.

Finally, talk about innovation and win. Consumer At this point, the biggest innovation should be "customer centered" and "moving the whole body". Under the new normal, the normalization innovation has been derived, and it has always been slightly passive in order to change the strain. Only by taking the initiative in innovation can we break through the confinement, retreat and advance. The focus of the work should be on innovation management. As a new functional module, the core of the work is to inspire everyone's creative inspiration, create cross border thinking collision platform, and integrate resources to promote innovation and cooperation. In addition, we must continue to create a good environment for innovation, guide thinking, encourage practitioners, accept risks and tolerate shortcomings. At the same time, we must grasp that innovation requires freedom, freedom and limitations. In particular, minimally invasive new heavyweight innovation projects should be rationally locked in the scope of innovation, and the focus of innovation should be clearly defined.