Beijing Shimao Square Aims At Sanlitun'S "Watching" "Night Economy".

When walking through the North Road, the signboard of Shimao department store has not been seen, and replaced by the new "Shimao square, worker three".

Before the square, many consumers were happily posing with a giant sheep sculpture. The smiling sheep appeared before Shimao square as if they were telling people that Shimao Plaza had completed the pformation from department stores to shopping centers in the general decline of department stores.

Some department stores began to try their best to develop their own brands and increase their proportion. Some enterprises had no choice but to go along with the trend.

And restricted by economic conditions, part of the department stores that choose to pform can not put their hands and feet into a dilemma and get into trouble.

At that time, Shimao department store chose big break stand, in addition to preserving individual brands, the whole market was "reborn".

Now, entering Shimao square, we can no longer see the noisy and obsolete appearance of Shimao department store.

Wang Wenfang, general manager of Shimao square three

The seminar was shared with experts from the North Business Research Institute.

Since Shimu Department opened in 2011, it has been profitable for a year.

Because of the small size, the scale of activities can not match the shopping mall, attracting large numbers of customers is more difficult.

It was imperative for Shimao department store to pform into a shopping center.

Wang Wenfang said frankly.

Transformation is a "big project", which is even more difficult without ceasing business.

Shimao Plaza has been used for half a year, not only adjusting the commercial brand, but also completely replacing the air-conditioning system.

"The actual construction area of the shopping mall is 50 thousand square meters. In order to ensure user experience, the shop area can not exceed 60%, and the actual rental area is only 26 thousand square meters.

Shimao Plaza can not be large and complete, only through precise user positioning and special items to attract consumers.

Wang Wenfang said.

In the end, Shimao Plaza targeted the target group as a young consumer with fashionable personality, and built a "24 hour" shopping center according to the characteristics of Sanlitun business circle.

Wang Wenfang said that in the process of pforming the shopping center, Shimao Plaza has also undergone several rounds of attempts, hoping that the children's business will stimulate the flow of shopping malls.

However, due to the obvious difference between the customer group structure and business atmosphere of Shimao Plaza and general shopping center, the location of night shopping center with "seamless consumption" was finally chosen to meet the nighttime consumer demand of the nearby group of workers.

At present, coffee with you, Mr. X's secret room escape and some catering brands will be delayed.