Interview With Yin Aqi, General Manager Of Xidan Shopping Malls

< p > Yin Aqi, general manager of Xidan shopping malls, believes that we can grasp the exclusive resources from the upstream to gain the advantage by precise positioning, so that the department stores can really get out of the mire of homogenization and declining performance.

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< p > < strong > grasp mass market < /strong > /p >

There are many shopping malls in Xidan commercial street, P, hundreds of meters long, including Jun Tai Department store, Han Guang Department store, Xidan shopping center and Xidan Joy City.

In the business circle with strong hands such as Lin, Yin Aqi believes that the "people to people" route has always been the main reason for Xidan shopping malls to maintain growth in the current market environment.

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< p > 2003, Xidan shopping center experienced an adjustment and wanted to become a high-end and fashionable shopping center.

Yin Aqi said that the shopping center originally wanted to take this opportunity to rejuvenate itself, but unexpectedly, the performance and passenger flow dropped rapidly, almost to the edge of loss.

"The history of the Xidan shopping mall is that brand new customers and old customers do not quite approve of the pformation of shopping malls."

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< p > > final a href= "//www.sjfzxm.com/news/index_c.asp" > Xidan shopping malls > /a > choose to return to the mass market, "Yin AKI said." in the 80 years of history of Xidan shopping malls, shopping malls always face the masses of customers.

In fact, it is also testing operators' grasp of the positioning of shopping malls, serving the public rather than a small number of customers.

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< p > in Yin Aqi's view, though it is an old shop, it does not mean that everything in the shopping mall has the meaning of "old".

Perhaps it is not so fashionable in cosmetics, clothing and other brand line-up, but Xidan shopping mall owns the best clocks, jewellery, sports, cashmere and other categories in this street.

Yin Aqi said that the mass market does not mean mediocrity. Xidan shopping malls have been adjusting the brand mix and structure with the trend of fashion in the market.

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< p > < strong > introducing pawn shop < /strong > < /p >.

< p > experienced the 40 years' growth of Xidan shopping mall. < a href= "//www.sjfzxm.com/news/index_c.asp" > Yin AKI < /a > said that last year he really felt the unprecedented pressure of operation and slowed down the pace of sales growth.

Yin Aqi said that under pressure, Xidan shopping center began to seek growth by introducing unconventional formats.

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< p > "last year, the Chinese pawnshop joined Xidan shopping center to become the first shopping mall in Beijing."

Yin Aqi said that the shopping center has sufficient conditions and area to introduce pawnshop and set up an auction center.

Through the Chinese pawnshop, Xidan shopping mall can continue to enlarge its advantages in jewelry category.

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< p > in the early days of pawn shops, Yin Qi said that there was a voice that the pawn guild had a certain impact on the jewelry brand.

But Yin Aqi said that if pawn shops pose a threat to the powerful sector of the shopping mall, it shows that the jewelry brand has a high price in terms of price.

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< p > "pawn shop and auction combine, the final jewelry trading price is generally reasonable.

This has also promoted the original price of the original jewelry brand in the shopping mall to return to reason, and the price is more affordable.

In Yin Aqi's view, the introduction of some new formats combined with its own characteristics can not only make the shopping malls more distinctive, but also have certain driving and normative effects on the development of the whole industry.

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< p > < strong > looking for < a href= "//www.sjfzxm.com/news/index_c.asp > > differentiation < /a > resources < /strong > /p >

< p > enterprises will only get narrower if they stick to the size and brand. Yin Qi believes that although the current market environment is under pressure, it will bring more innovation power to enterprises.

The retail industry needs to pform from the past in the wind and downstream environment, forming a differentiated development context.

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The difference between P and Yin Aqi is that the department store and shopping center really want to differentiate resources rather than simply differentiate the brand mix and structure.

Yin Aqi said that in the future, the retail industry is fighting for exclusive resources.

Only by grasping the initiative of resources can we have the right of price and market.

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The profit brought by P is further narrowing.

Yin Aqi said the sense of crisis led department stores to put their own business on the agenda.

In Yin Aqi's view, self employment and resources are equals.

"When goods and brands are in their own hands, the market has more control and greater profit margins."

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< p > today, the retail industry is still undergoing a full channel revolution. Yin Aqi believes that in the whole channel reform, the retail business ultimately wants to make the online and offline passenger flow interworking.

The relationship of pulling each other can attract consumers to the "two directions" on the line and the "one target" of the mall brand, or the attraction of exclusive resources.

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