Analysis Of Management Experience Of Traditional Department Store

Lian Kai Fu Shanghai flagship store, which is located in Huaihai Middle Road, is about 14000 square meters. It is designed by Yabu Pushelberg, a modern gallery style, with a total investment of RMB 400 million yuan. The multi brand boutique department store, a Hongkong based buyer's system, is creating a desire for style and intensifying this exclusive shopping experience with the "buyer mode" (i.e., buying the goods and redesigning them with the buyer team as the core).

In 2007, he began investing in HK $300 million to run his own multi brand boutique department store. At that time, the new shopping center in the east of Beijing was only opened for several months. Until the appearance of LKF, it was emphasized that the shopping place and sales way of "consumer experience" made Beijing a new atmosphere in department stores.

"80 and 90's interest and taste are leading the trend and market. These young people are more confident and hope that clothing is a means of self expression rather than a means to enhance social status and social status. Their requirements for design are higher than those of the previous generation, and their appreciation of design is much stronger. " Hong Huang said. She invested in the "Mint glutinous rice onion" (BNC) store, a collection of Chinese local designer brand, she said BNC sales growth rate for two consecutive years has been maintained at two digits.

On the other hand, in addition to the introduction of top luxury brand Xinguang world in 2012 maintained a strong growth of 20 billion, the traditional department stores and shopping centers showed signs of decline. Zheng Ruisheng, assistant president of Beijing Yueshi Asset Operation Co., Ltd., said: "Pacific department store and Zhongyou department store" Beijing market ten years ago, the most powerful retail brand turnover continued to decline. In 2011, the Pacific department store closed shop, the brand disappeared from the Beijing market.

domestic Retail They are turning to shopping centers that highlight social gatherings, eating and drinking. In search of a breakthrough, Shanghai's K11 art shopping center and Beijing's overseas Chinese shopping center have produced art cards. They try to differentiate themselves from the surrounding shopping centers on imported brands and introduce more artistic elements in architectural design and spatial layout.

In fact, changes in Chinese consumers also support changes in department stores. Take Shanghai, which is selected by lac Crawford as an example. Since 1999, great changes have taken place in the Huaihai middle road. Small shops in Shanghai disappeared, replaced by Van Cleef & Arpels, Cartire and other brand stores and newly opened shopping mall iapm.

A business case three years ago made Andrew Keith, incumbent chairman of the company, found that Shanghai's consumers were younger from the perspective of customer demographics. They were happy to show themselves in new media and have curiosity about new brands. At that time, Lian Kai Fu and Italy brand Valentino (Valentino) cooperation, in Beijing and Hongkong put together a "Rock" Star shoes. Surprisingly, this shoe has become a hot commodity and has a long waiting list in many cities. Led by this, Valentino has launched a complete series of shoes and matching handbags, thus laying the business pattern of the brand in the Chinese market.

Andrew said, " Valentino It is recognized that those Chinese customers who are on the trend are capable of detonating fashion. " He concluded that global retail leadership is coming from China and Chinese customers are at the forefront of fashion. And from the global database of link Crawford, online shopping increased by 300% compared with the same period last year. Most of the growth came from China. This database, composed of 800 thousand customers, is a very effective basis.

From here, Lian Crawford In the visual display, space design, shopping experience and other angles create amazing experience, attracting people to participate in, "otherwise, customers can choose to go online, such as Taobao shopping." Through comprehensive control of procurement links, visual merchandising, and marketing, Lian Crawford provides a very special retail experience. Unlike traditional department store and shopping center, its rental space and brand association adopt the mode of collecting rent or sales commission. Its buyer team selects unique products around the world, earning the difference by fashion smell.

In 2012, 6 stores in LCF had a turnover of more than 5 billion yuan and a single store turnover of more than 800 million yuan. This means that the Shanghai flagship store can only recover 400 million yuan in a year. Andrew said that he didn't work with luxury brands with a very high level of segmentation. Most of the luxury brands and independent designer brands that he had worked with, even in China, did not have extensive marketing channels in China. The brands that he sold in the company included Alexander McCune, Givenchy, Celine, Stella Macartney (Stella McCartney) and so on.