Beijing's traditional department store has been a bit busy lately, thanks to the ice pier of the Mascot of the Beijing 2022 Winter Olympics. Recently, a reporter from Beijing Business Daily visited and found that the heat of the ice pier has caused the passenger flow of some department stores to grow rapidly, and the passenger flow driven by a single official Winter Olympics authorized experience store even exceeds the daily average daily passenger flow of department stores. This kind of explosion scene has made many department store practitioners think: how to give full play to the potential of "goods" in order to pull the heat of "people" and "fields" has become the primary problem in the transformation of department stores. In addition, interacting with IP products with long life cycles to meet consumers' new demands for scene experience is also the direction that department store practitioners need to delve into.
Traditional department stores grab the "ice pier"
#FMCG Eight Talks##Ice Pier##Winter Olympics##Department Store#With the opening of the Beijing 2022 Winter Olympics, it ignited the enthusiasm of the whole people for Winter Olympic goods. Before the Spring Festival, the popularity of the passenger flow of major official Winter Olympic licensed experience stores gradually heated up until the day before the opening ceremony entered the outbreak stage. Beijing Business Daily reporter visited and found that the official Winter Olympic concession counters in various shopping malls surged, and even many customers lined up all night, and the scene was unprecedentedly hot.
It is this kind of heat that has driven the heat of the shopping malls and business districts where the licensed goods stores of the Winter Olympics are located. Beijing Business Daily reporter searched for the words "Beijing 2022 official licensed goods" on the map of Gaode and found that Beijing currently has more than 40 official licensed retail stores, including a large number of shopping malls and traditional department stores, such as Xiangyun Town, Hopson Hui, Xidan Shopping Mall, Chang'an Shopping Mall, etc. It is worth noting that in the above-mentioned shopping malls, traditional department stores account for the vast majority.
Beijing Business Daily reporters visited Wangfujing Pedestrian Street at different times from the evening of February 7 to the morning of February 10 and found that consumers queuing at the entrance of Gongmei Building and Beijing Department Store were endless, and the street was more lively than ever. During lunch hours on weekdays, many restaurants already need to queue up for numbers, changing the cold appearance of the past. These are closely related to the licensed goods of the Winter Olympics.
"I and my friends arrived in Wangfujing at 4 p.m. the day before, and while queuing up for the ice piers, I would alternate with my friends to go to the shopping mall on Wangfujing Pedestrian Street." A consumer who came out of shopping in the Gongmei Building told reporters.
A "pier" can heat up the business circle
It can be seen that with the blessing of the flow of ice piers, these traditional department stores have also been completely on fire.
Beijing Business Daily reporter learned from a number of shopping malls that from january 31 Chinese New Year's Eve to February 6, the sixth day of the Chinese New Year, the total passenger flow of Beijing department store buildings in seven days reached 138,000 people, an average of nearly 20,000 people per day. The cumulative sales of the Winter Olympic licensed commodity counters in 7 days were 1.9057 million yuan, an increase of 1615.63% year-on-year, of which the sales of the counters exceeded 500,000 yuan on the opening day of the Winter Olympics.
In the Winter Olympics licensed retail store on the first floor of Chang'an Shopping Mall, the reporter learned that the number of single orders reached up to 300, totaling 89,000 yuan. The counter set a record high of 457,000 yuan in single-day sales. As of February 6, the Winter Olympics licensed commodity counters in Chang'an Mall have accumulated sales of 3.677 million yuan. Even in the case of melting snow and ice piers, there are still a large number of customers waiting in line to buy, and the counter goods are almost sold out.
In the seven days of the Spring Festival, beijing Scitech Olympics licensed commodity retail stores have received more than 10,000 customers; sold more than 17,000 pieces of winter Olympic licensed goods; achieved sales of 1.9103 million yuan, of which on February 5 and 6, the single-day sales were close to 600,000 yuan.
At the same time, Caishikou Department Store and Caibai Shares Daxing, Yanqing and Shunyi branches have successively become licensed retail stores for the Beijing 2022 Winter Olympics. The reporter learned from the relevant person in charge of Caibai shares that with the opening of the Beijing 2022 Winter Olympics, the licensed souvenirs of Caibai shares also ushered in hot sales. The gold and silver commemorative coins of the 24th Winter Olympic Games and the commemorative gold and silver bars of the "Ice Spirit" have attracted the attention of consumers.
In addition to selling winter Olympic licensed goods, many department stores have also launched a certain amount of shopping to send ice piers, thereby driving sales growth. Taking Yintai Department Store as an example, consumers can get an ice pier when shopping for 1599 yuan at Anta Children's Shopping in Yintai Department Store.
Linkage with IP products should be normalized
The eye-catching ice pier has driven the consumption tide of department stores, but in fact, it is only once widely known that the linkage between cultural IP products and shopping malls is widely known. Yang Qingsong, secretary general of the China Department Store Commerce Association, said, "From the situation in the past two years, goods with strong IP attributes are easy to become retail hotspots, but the continuous cycle of such goods is generally not long, so department stores need to make timely adjustments after the heat."
If you want to maintain the popularity of department stores, strengthening the power of goods is the core competitiveness. Yang Qingsong pointed out that improving the power of commodities can be divided into three processes to analyze: commodity production, selection of commodities and operation of commodities. Among them, most of the department store industry does not have its own brand or customized brand, and with the expansion of self-operated scale, it will definitely go to its own brand or custom brand. In terms of investment selection, department stores need to screen out more products or brands that represent the trend, have high gross profit (or high rent level), and have independent IP according to their own positioning, in order to strengthen the commercial power of department stores.
For the ice pier to drive the traditional shopping mall fever, Lai Yang, vice president of the Beijing Business Economics Association, pointed out that the hot essence of the ice pier is consumption upgrading, and consumers are willing to pay for cultural creation. For the transformation of the department store industry in terms of IP goods, Lai Yang believes that the operators of department stores need to break the thinking of "rigid demand to store one-stop shopping" and become a center that can meet the novel and fun experience, entertainment, culture and leisure of consumers, and build it from multiple angles. In the current consumption upgrade, consumers are more committed to immersive experience and unique IP, and are willing to pay for it.
"Consumers buying cultural and creative products is largely impulsive and arbitrary." Lai Yang believes that products can not only be conscious and cultural creation, but also so that consumers can afford to buy, handy, willing to consume. Beijing Business Daily reporter Liu Zhuolan