Department Stores At The End Of The Year Promote "Close Combat"

Reporters visited to see that many shopping malls are much more lively than usual. Especially in the women's shoe area and jewelry area, the cashier has a long queue.

　　 5 wars in two months

"The sales promotion has not been broken recently." Yes Consumer In the last two months of 2014, business promotion in Nanning was busy.

　　 Nanning A practitioner in the business community said that from the "double 11", there are several nodes, electricity suppliers and entity stores that are constantly promoting sales. For example, "double 12" before and after, dream island, Nanning department store, Suning Appliance, etc., can be seen everywhere, "straight down", "preferential" and other promotional words.

In December 18th, Qingxiu Wanda Plaza opened, and Nanning Parkson held 10th anniversary celebrates in December 19th. From the same day to December 21st, Nanning department store joined the war group and launched a "discount for goods under 60 percent off". The fire was not collected here, followed by Christmas promotion, and now is the promotion of the new year.

The reporter saw that in the promotional activities of these nodes, apart from the direct discount of merchandise, merchants paid great attention to using integral points and red envelopes to promote customer stickiness and retain old customers. For example, "tens of millions of members of the red envelope", points increased multiplier techniques. There are also some spot raffle and interactive activities, which also help to enhance the consumption atmosphere during promotion.

　　 Differentiation Business to find a way out

At the end of 2014, the opening of Qingxiu Wanda Plaza launched a great wave in Nanning shopping malls. Originally, the electricity supplier was already caught in bayonet. At that time, he was killed in the middle of the road.

Qingxiu Wanda Plaza came out and was compared with the Mixc. People in the industry believe that Qingxiu Wanda is more inclined to play the role of shopping center, attracting more young and fashionable consumer groups. Wanda one shop one style pedestrian street experience, for which a lot of extra points. The Mixc has rich formats, shopping, and experience consumption of life and entertainment. It is a high-end route, suitable for high consumption groups, but there are also consumption in the middle end. Overall, the consumption level and distribution are relatively complete.

But there are also people in the industry who believe that when e-commerce is developing rapidly, it is necessary to enhance experiential consumption or the advantage of physical stores. Qingxiu Wanda Plaza has a large KTV, movie city, entertainment city and a large number of restaurants, etc., like the Mixc, which are all recently built commercial complexes, and all kinds of distribution are more reasonable.

He believes that the traditional shopping malls, restricted by geographical location and inherent conditions of architecture, are more difficult to experience in terms of experiential consumption. Under the impact of the electricity supplier's impact and new format, it will face more intense competition. At present, the promotion of shopping malls is time consuming, differentiated competition, or a place in fierce competition.