Follow Up Report On Beijing Women'S Department Store

Not long ago, another department store "beauty" appeared in Beijing. This new world women's department store has made people's eyeballs before appearing. According to rough statistics, there are nearly 30 thousand passengers on a single day at the beginning of the business. "Why do women live?" and "what do women want?" slogans are full of streets leading to shopping malls.

　　 Shopping malls publicity The biggest bright spot is men's shopping guide, dyed yellow hair, ear studs, black T-shirt and silver grey vest. These "tide men" subverted the image of shopping guide in the past. Men play the role of serving women. They have a feminist color for the whole shopping mall.

After a while, I came to the new world again. Women's department store 。 It may be the reason for Tuesday. The customers are scarce and somewhat desolate. The goods in the store are in a mess. The underwear area is because these handsome guys are sitting there without anyone approaching. "Do you feel awkward? I'm even more awkward than you are." A male guide in underwear area told me. In addition, the brand in the mall is dominated by Japanese and Korean style, and other styles of clothing are hard to find in the shopping mall.

The reason why the new world made such a decision is that it is optimistic about the growth prospects of female consumption. Statistics show that in general, female consumers in department stores account for 70% of the total traffic volume, while female consumption accounts for nearly 8 of the total sales of the department stores. Besides, women are also the leaders of consumption. With the intensification of competition in department stores and the increase in commercial projects, differentiated services in department stores are the inevitable trend of future development.

The new world is not a forerunner. In the early 90s of last century, there was a test maker Indira Steiker mall in Beijing's Ma Dian bridge. However, its goods were flat and closed for two years. In 2001, the Wangfujing women's department store appeared in the name of "creating women's dream factory", but then the direction of operation was changeable, and finally disappeared in January 2007. In 90s,

Women's department stores can't rely solely on " Gimmick Only by achieving the unity of concept and content can we stand the test of the market. Customer segmentation is bound to bring difficulties to investment. How to avoid brand homogenization becomes an urgent problem in front of women's department stores. Distinct brand style and product characteristics are the key to winning women's department stores. In addition, the service should be carefully considered. Perhaps a comb, a bottle of perfume and a wet napkin in the fitting room will be more touching than the handsome guy shopping guide.