Producer/Lianshang Network
Written by/Ying Liang
Yuzhou City, under the jurisdiction of Xuchang, Henan, is the central city of the southern edge of the Central Plains Urban Agglomeration, known as the first capital of China, and is known for its Jun porcelain culture, Dayu culture and Traditional Chinese medicine culture. In recent years, the economy of Yuzhou Has developed rapidly, ranking among the top 100 comprehensive strengths in the country and has great consumption potential.
Yuzhou Yifeng City Plaza is located in the core commercial area of Yuzhou Dongcheng, although it is in a county-level city, the results are still outstanding, and many brand stores are ranked among the best in Henan county-level cities. In 2020, the annual passenger flow exceeded 10 million, the passenger flow increased by 25%, and the sales increased by more than 28% year-on-year.
What is the difference between Yuzhou Yifeng City Plaza? What kind of business philosophy does a good data performance reflect? With these questions in mind, Lianshang Network recently made a field visit to it.
Focus on new consumption and create a new type of shopping mall
Yuzhou Yifeng City Plaza is located at the intersection of Binhe Avenue and Yaocheng Road in Yuzhou City, with an area of about 40,000 square meters, which is a new type of shopping center integrating film and television, catering, entertainment, shopping and leisure.
From the perspective of business distribution, there are 3 theme spaces, the first floor focuses on quality life, mainly for gold jewelry, cosmetics, life supermarkets, theme stores; the second floor brings together boutique clothing, including men's and women's clothing, fashion stores, outdoor sports, popular jewelry, etc.; the third floor focuses on leisure food, covering children's entertainment, children's clothing, catering, cinema, etc.
From the brand point of view, it brings together many high-quality brands, such as well-known brands represented by KFC, Chow Tai Fook, Luk Fook, Chao Hongji, Watsons, Jiangnan Buyi, Bo, Lilang, Shachi, etc., young brands represented by Adidas, Nike, Li Ning, ANTA, MOCO, PEACEBIRD, GXG, LILY, Heilan Home, Mingchuang Premium, and technology brands represented by Xiaomi and Huawei, forming a brand matrix and leading the commercial trend of Yuzhou.
Located on the first floor of the living supermarket, an area of about 3,000 square meters, rich in categories, of which fruits and vegetables fresh, aquatic products, etc. are self-harvested from the source, which can ensure the supply and quality of fresh and other commodities. In addition, Yifeng Supermarket also has many private brand goods, covering rice and flour grain and oil, household department stores and other people's livelihood commodities, providing customers with more high-quality goods.
Oscar Giant Screen Cinema is the first Chaoshang Giant Screen Cinema in Yuzhou, providing comprehensive services integrating film and entertainment, and since its opening, the box office has been among the best in county-level cities in Henan Province.
The new era of consumption has arrived, and how to make breakthroughs in scenes and experiences to win the Z generation consumer group has become an indispensable topic in business development. Yuzhou Yifeng City Plaza accurately targets the customer group, focuses on the needs of young customers, and uses more fashionable, more fashionable and more life-like multi-dimensional scenes to create a new consumption space that can be visited, played and interacted with.
Reshape the space scene and expand the proportion of catering and entertainment
Since its opening in November 2016, Yuzhou Yifeng City Plaza has been recognized by the people of Yuzhou, and at the same time, it is also undergoing innovation, constantly adjusting around the changes in customer groups and customer needs, enhancing and improving its ability to gather customers, and providing a paradigm for the transformation and development of fourth- and fifth-tier shopping malls.
According to reports, Yifeng Group has formulated a three-year business adjustment plan, this year is the first year of the adjustment of Yuzhou Yifeng City Square, the core of the adjustment is to gather customers, around the adjustment of the catering brand on the third floor, driving passenger flow; the focus of the second year of the adjustment is operation, will further change to the shopping center format; the third year is to do the main store adjustment, reshape the scene, and create the "third space" of the city's ideal life.
After a new round of adjustment, the catering area was further expanded, accounting for 62% of the total area on the 3rd floor, and more than 20 new catering brands were introduced, including Haidilao hot pot, Huang Jihuang three-juice stew pot, Jiutianjia barbecue, COCO Duke, Half-Day Demon Grilled Fish, Honey Snow Ice City and other Yuzhou first store brands, using catering traffic brands combined with the form of fashion light meals to create a "food market" with a very pyrotechnic atmosphere.
With the landing of the three-child policy, the children's business format may further erupt and usher in structural growth opportunities. Yuzhou Yifeng City Plaza uses 1000 square meters of space to create an indoor children's paradise, and at the same time, it is more inclined to healthy fashion brands in the choice of children's formats, and has opened up a children's clothing sports fashion area.
It is worth noting that with each adjustment, Yifeng attaches great importance to retaining the power of commodities, while continuously improving the overall quality of the mall, and the passenger flow has increased significantly after this adjustment, and the passenger flow during the National Day has increased by 40% year-on-year.
Cultural tourism marketing blessings to boost urban commerce
Compared with first- and second-tier cities, residents of fourth- and fifth-tier cities have more leisure time, have more time to pursue entertainment and recreation, and pay for it, but suffer from a single form of entertainment, less playground scenery, and consumption potential cannot be fully released.
Yifeng is keenly aware of the huge traffic and social dividends among them, and since May this year, it has put forward the concept of "cultural tourism marketing", using various forms of "cultural tourism marketing" to create a new cultural tourism business ecosystem in the fourth and fifth-line sinking markets.
During the National Day, Yuzhou Yifeng City Square launched the "See the Royal Circus" activity, bringing a fun circus feast to consumers. Previously, around the key festivals, Yuzhou Yifeng City Square also successively launched cultural tourism marketing activities such as bubble carnival, summer fun space tour, and Dragon Boat Festival.
With the novel tide play entertainment marketing means, narrow the distance with customers, enhance the sense of customer experience, Yuzhou Yifeng City Square in enriching the yuzhou people's cultural and entertainment life at the same time, accelerate the local trend culture upgrade, reshape consumer cognition, upgrade the consumption space scene, integrate innovation, boost Yuzhou business advancement.
Intimate service, to win the trust of customers
If the brand is the hard power of business, then service is the soft power of business, consumers in shopping, not only buy goods, during the service and respect is also part of consumption, business has the responsibility of providing good service to consumers.
From the environment to goods to services, Yuzhou Yifeng City Plaza takes customer needs as the main line and puts the service of every customer in the first place.
In Yuzhou Yifeng City Square, you can see the meticulous and intimate service everywhere, not only for customers to provide rest areas, direct drinking water, but also provide more than 20 kinds of free convenience services, including free tea, free storage, free clothing trimming and ironing, free delivery of goods to the door, etc.
At the same time, Yifeng also vigorously promotes five major service commitments: return if not satisfied, 1:10 compensation for the quality of goods, price difference, and customer complaints with prizes, so that customers have no worries about shopping.
On the one hand, to meet the needs of customers, on the other hand, do not forget to care for employees, Yuzhou Yifeng City Square has established an "employee home", set up a child care center for employees, enriched the amateur life of employees, solved the pain points of employees, and enabled employees to work happily and live happily.
epilogue
Under the background of consumption upgrading, the purchasing power of fourth- and fifth-tier cities is rising, for fourth- and fifth-tier shopping malls, opportunities and challenges coexist, Yuzhou Yifeng City Plaza through continuous optimization of business structure, upgrade brands, create experiential scenes, out of the new path of the development of fourth- and fifth-tier shopping malls.
Over the past 24 years, Yifeng Group has been based in the Central Plains, deeply cultivating the regional market, in addition to Yuzhou Yifeng City Square, it has also successfully operated more than ten shopping malls in Zhoukou and Xuchang, which is constantly injecting new vitality into urban development.