High-End Department Stores To Lower "Body" No Longer "Closed Marketing"

< p > recently, a reporter's visit found that "VIP closure marketing" disappeared in Fuzhou, and the discount rate of international famous brands increased and played a "no LOGO fashion".

There are various indications that under the influence of electricity market segmentation and other factors, Fuzhou high-end department stores also began to slowly lower their "posture".

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< p > > strong > A high-end department stores no longer push "VIP closes" < /strong > /p >

< p > Fuzhou high-end department stores will launch "VIP closure marketing" in mid year, and this formulation quietly disappeared this year.

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< p > last weekend, Dongfang department store East Street opened the "VIP summer festival". This annual VIP day, in the past, needs invitation or other credentials to enter, but this year, no threshold has been set up.

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< p > the VIP day of Fuzhou department store was first created by Dongfang department store East Street store in late 2007, and was specially closed for VIP customers, the so-called "monopoly of the rich".

I still remember that at that time, the number of restricted customers, more than eight thousand VIP customers (with one person coming in), all guests must be invited by invitation, and 9 hours more than ten million, of which some high-end luxury goods accounted for 1/3.

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After P, such a unique marketing method has been followed by many stores in Fuzhou, especially the three high-end stores.

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< p > however, as early as 2011, one of the high-end department stores in Fuzhou, the ocean crystal code, has lowered the threshold of VIP closure, such as the initiative to send "VIP coupons" or admission conditions to have bank credit cards, so that the closure of the name is not true.

This year, it is even more direct to abandon "closed".

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This year, Zhongqing department store has not been held as scheduled, but has been postponed to October with the brand adjustment. P

In the past year, the "VIP closure" launched by Zhongqing will no longer be adopted, and is seeking a more innovative thematic marketing approach.

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< p > for the disappearance of "closure" marketing, insiders admitted that the development of VIP closure marketing to the later stage did not really achieve closure, and did not adhere to the VIP bottom line, resulting in VIP customers losing the sense of VIP and losing the market, and after several years, the customers also felt tired.

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Above all, P mentioned above, the most important thing is that the risk of closure is great, not only to invest more money in publicity, but also to publicize whether the VIP customers can go to the store.

Nowadays, when the sales performance of each department store is not very satisfactory, we all try to grab the source of tourists, and there are still some free passenger flow without closing the library.

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< p >, therefore, under the superposition of many factors, the department store will not only attach importance to VIP customers, but also to ordinary potential customers.

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< p > < strong > B increased the format to small Shopping Mall < /strong > < /p >.

Last year, the sales volume of mainstream department stores in Fuzhou increased for the first time, less than P.

Against this background, the high-end department stores in Fuzhou not only abandoned their old marketing methods, but also adjusted and upgraded their formats to seek breakthroughs in performance.

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< p > this year, the keynote of Dongsheng Department store will be "new experience, new image and new space".

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< p > recently, the department stores of Dongfang department store said that this year, from early April to the end of September, the scale of stores has been adjusted and upgraded in a large scale, and the span and strength are unprecedented.

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< p > it is understood that the upgrading and upgrading of this group of Dongfang department stores is also carried out at the same time with the renovation and expansion of Fuzhou's workers' Cultural Palace.

The 2 floor will be upgraded to an international second line product, and the 4 floor will be upgraded to a children's play hall. The negative layer will also be introduced into the catering industry.

At the same time, we plan to take a floor as an artistic exhibition, and make an air garden on the top floor, together with the original beauty salons, restaurants, etc., so as to turn the "gorgeous turn" into a small ShoppingMall (shopping center).

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< p > however, the above said that after increasing the format, it will be a new department store, department store or its main format.

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There is also a big move in the "P" with the high end route of the ocean crystal code, adjusting the vast majority of floors except the first floor.

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< p > according to the industry, the sales performance of the two most high-end department stores in Dongfang department store group and Dayang Jing Dian in 2012 did not exceed 500 million yuan.

While the luxury stores on the first floor of the Dongfang department store accounted for half of the whole store, the proportion of the ocean market was higher, so the performance of the other two department stores was not optimistic.

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"P" is not only a high-end department store format adjustment, the mainstream department stores in Fuzhou every year are upgrading the floor brand, in order to enhance the performance of department stores with some new elements.

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< p > < strong > C, the frequency of the international famous brands in banyan has been increased. < /strong > /p >

Apart from practicing itself, the international brand of high-end P has begun to encrypt its discount rate.

From mid June to the end of July, international famous brands are staged in the mid season discount season in high-end department stores in Fuzhou.

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< p > recently, the publicity of "shocking price of famous brand" has been placed in the most prominent position in the plaza outside the Dongfang department store. The PAUL&SHARK part is 30 percent off, the Aquascutum specifies 2-5 goods, and the CERRUTI1881 part of the goods 30 percent off discount.

Not only that, a number of international second-line brands are marked by the East 100 VIP gold card, and the diamond card discount is 10 percent off.

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< p > luxury second line brand promotion, while the first-line brand is quietly discounted, for example, the palace luxury brand GU--I part of the goods hit 30 percent off, known as the Royal Royal products BURBERRY part of the goods 40 percent off.

Some of Armani's products are 6-8 discount.

However, reporters found that the discount season for first-rate luxury brands was quite low-key, and the department store's international reputation discount season and its exclusive stores did not mention the word "SALE".

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< p > "since the year before last, the discount rate of international famous brands has increased."

A high-end department store in Fuzhou recalled that the original discount was usually only at the end of the year, and now even on the mother's day, there will be a discount with department stores.

In this year's luxury discounts season, Fuzhou has been able to synchronize with the rest of the world.

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< p > in addition, according to the 2012 annual report released by Dong Bai group, GU--I ranked third among the top five suppliers in 2012. In 2012, the total operating income was 42 million 930 thousand yuan, while the average daily sales reached nearly 120 thousand yuan, but compared with 45 million 570 thousand yuan in 2011, it dropped by 5.8%.

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Less than P, it is noteworthy that a luxury brand that held the banner of Logo has been playing "Logo free fashion".

Big names such as Hermes, Fendi and Celine launched the "no logo" series in the spring and summer new year this year. In the past quarter, the sales of big names increased by 20% compared with the same period last year, while others did not improve.

In the face of the reality of "slower growth", the big players collectively "go to logo" in the most profitable handbag products.

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< p > in addition, the chairman of the French luxury giant LVHM group has said that LV will completely inhibit expansion and will not continue to open stores in China's two or three tier cities.

The CEO of PPR group, the parent company of Gucci, has announced that it will no longer open stores in new cities in 2013 and upgrade existing stores.

In addition, the Burberry group has also said it will slow down its expansion in China.

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< p > < strong > expert opinion < /strong > /p >

< p > < strong > innovative format, deep distribution, < /strong > /p >

< p > Chen Zhangwang, Professor of management at Fuzhou University, thinks that high-end department stores should do well in "cross selling", cooperate with different industries, do well in deep distribution, extend their tentacles, and do well in customer analysis.

At the same time, we should change from "traders" to "traders". While maintaining high-end positioning, we will continue to innovate in formats. Diversified shopping centers will bring more customers to department stores.

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< p > he said that the competition of high-end department stores on price and brand is not so obvious nowadays, and soft services should be spelled together to enlarge the extension space.

Unlike electricity providers, department stores can provide experience and personalized customized services.

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