Beijing News Express (reporter Chen Lin) After 13 months of closed transformation, today (January 19) morning, the 119-year-old century-old Dong'an Market opened its doors again, which is also the largest transformation and upgrading of the Dong'an Market in the past 23 years.
After 13 months of renovation, Dongan Market opened for soft business today. Beijing News reporter Chen Lin photographed
In this transformation, Dong'an Market has changed from a traditional department store to an immersive handmade department store - from buyers to global procurement, operating self-operated goods, creating a store environment, commodity display using the combination of collection area and image store; at the same time, the internal appearance of the mall has also been greatly improved, through space design and set placement, to achieve step by step, to create a trend activity "punch card".
It is mainly based on collection areas and image shops
At 11:00 a.m., the Dong'an Market directly pushed the door to open, which caught some of the old customers who were visiting Wangfujing a little off guard. Walking through the door, it is no longer the brand counter of the traditional shopping mall, but a collection area, with niche fragrances and cosmetics, boutique shoes and bags, sunglasses and fashion jewelry.
Through space design and set placement, the shopping mall realizes "one step at a time" and creates a "punch card" for trendy activities. Beijing News reporter Chen Lin photographed
From the first floor to the third floor, through different decoration styles, showing different characteristics, such as the first floor borrows the structure of the ceiling and pillars in traditional Chinese architecture, integrating the cool and elegant tones of the futuristic sense; the second floor is the main trend brand store, bringing together 18 brand independent areas, of which 7 areas are the first store brands in Beijing; the third floor building is obviously transformed into a circular shape, diverse and interesting is the biggest feature here, there are many devices in this area for customers to punch in and take photos, while the new addition of the national tide space plate, There is also a trendy toy area.
According to the relevant person in charge of the Dongan Market, the first to third floors of the transformed Dongan Market include 10 collection areas and 39 shop in shop independent brand image stores, including boutique shoes and bags, clothing and apparel, sunglasses and fashion jewelry, niche fragrances and cosmetics, tide shoes and sports shoes, ski and outdoor clothing, denim and fashion pants, trendy toys, and national tide boutiques. The collection area collects international trend brands with high popularity in the current market and is at the forefront of the market, bringing all kinds of mainstream items in the latest season into the Chinese market at a first-hand price, creating an international "zero-time difference" fashion shopping experience for consumers; independent brand image stores select international trend luxury boutique brands, strengthen exclusive design concepts and styles, and let consumers easily complete "one-stop" punch card shopping.
Try to create a fashion trend punch card
This renovation is the most disruptive in the Dongan market in the past 23 years. After the Dong'an Market was removed from the shed in 1998 and went upstairs, it underwent a renovation in 2005, the most recent of which was in 2014. However, these renovations are short-term closures, or business adjustments in the state of simultaneous operation. These transformations are inseparable from their origins, or pure department store model, nothing more than environmental renovation and brand recombination. The store closure upgrade, whether it is the creation of the environment, or the products and experience services, is completely different from before.
Inside the Dongan Market, the clerk is introducing products to customers. Beijing News reporter Chen Lin photographed
After several years of discussion, the transformation of the Dongan market finally decided to develop a buyer's business model, which is simply a way of distributing goods, from buyers to global procurement, and the shopping malls operate self-operated goods. To this end, Wangfujing Group acquired Ruijin Shangpin (Shanghai) International Trade Company in 2018, and used this company as the main carrier to create a team of buyers with an international vision.
In this mode, the goods will be more abundant, take the down jacket as a category, the buyer will make the internationally popular more than a dozen brands, styles of down jacket into an optimal combination, to give guests the trend brand "one-stop" choice. In traditional department stores, consumers see just a brand counter.
In addition, the overall space is decorated and designed, and the internal appearance of the mall will be refreshing, realizing step by step, extending to the store style, art installation, etc., to create a fashion trend of urban commercial space.
Previously, the relevant person in charge of the Dongan market said in an interview with reporters that a hundred years ago, the Dongan Market was the fashion punch card place in Beijing. It is hoped that through this adjustment and upgrading, we will return to the essence of the Dongan market, create a store environment, mobilize the senses of customers, and carry out highly experiential marketing activities, so that customers will use the mall as a punch card for their participation in trend activities.
The pilot renovation of 20 traditional shopping malls was basically completed
The reporter learned from the Beijing Municipal Bureau of Commerce that in view of the aging of the facilities of traditional shopping malls in Beijing, the difficulty of adapting to new consumer demand, and the urgent need to adjust the business format, the Municipal Bureau of Commerce, together with relevant departments and district governments, has adopted a "pilot first" approach through the improvement of business environment and policy support, and "one store, one policy" to promote the upgrading and transformation of traditional shopping malls.
Comprehensively considering the opening time, facilities and equipment, operation effect, functional positioning, one by one to explore and visit, combined with the wishes of enterprises, the first batch of 10 pilots such as Wangfujing Department Store and Xidan Shopping Mall were identified in 2019. In 2020, 5 new pilots will be added, including Caishikou Department Store in Xicheng District. In 2021, it will be determined that shopping malls and professional stores will be included in the scope of the pilot, and 10 pilot projects such as the Xidan Renewal Field will be added.
At present, among the 25 pilot enterprises, 20 pilot enterprises such as Chang'an Shopping Mall have basically completed upgrading and transformation.
The performance of shopping malls that have completed renovation and upgrading has improved significantly, such as the average monthly sales of Wangfujing Department Store, which increased by 30% year-on-year; the average monthly sales of Chang'an Shopping Mall and Ganjiakou Building doubled compared with before the upgrading. Ledo Port Wanda Plaza is expected to have annual sales of 1 billion yuan, an increase of 1.5 times over before the upgrade and transformation; Joy Spring Breeze is expected to have annual sales of 800 million yuan, an increase of 25% over the pre-upgrade period.
The main practices of upgrading these traditional shopping malls include closing stores, adjusting positioning, optimizing brands, and improving the environment. Such as Chang'an Shopping Mall, Ganjiakou Building, Scitech, Shunyi Guotai, Ledo Port, Joy Chunfengli and other pilot enterprises, have adopted the method of closing stores to implement upgrading and transformation projects. In terms of adjusting positioning, Chang'an Shopping Mall and Ganjiakou Building have transformed from single shopping to community lifestyle centers with leisure consumption, experience functions and parent-child functions.
Wangfujing Department Store has a rich lineup of first-line skincare brands, transparent designer window displays to enhance the fashion of the façade, Hamreth's third anniversary store celebration, and the late-night market of The Peace Bureau attract traffic. Chang'an Shopping Center held a series of consumption promotion activities such as the 30th anniversary of the store and the anniversary of the reloading, actively tested the waters of online sales, and the sales of passenger flow rebounded sharply.
The façade of Hualian Store, Landao Building, Wudaokou Shopping Center and Shunyi Cathay Pacific was renovated and upgraded, and the first-floor brand stores enhanced their permeability. Caishikou Department Store's strong and weak electricity, air conditioning system, electromechanical system equipment update, added fresh air system, to provide consumers with a more comfortable and safe shopping environment.
This year, Beijing will continue to increase the upgrading of traditional shopping malls "one store, one policy". Through social capital and market mechanisms, learn from the financing and development model of typical projects with old reform and stock upgrading as the core in urban renewal; continue to optimize the business environment, introduce policies for the transformation and upgrading of traditional business districts, and further stimulate the vitality of market players. All the projects that have not completed the transformation will be included in the list of key projects in the international consumption center city, and through the working mechanism of "weekly scheduling and monthly ledger", coordinate all districts and departments to work together to solve various problems in the upgrading and transformation, and accelerate the implementation progress of the pilot projects.
Beijing News reporter Chen Lin
Trainee Editor Chen Jing Proofreader Wu Xingfa