Yintai In88, Which Has Been Spanforming, Why Is It Always Warm?

The Wangfujing pedestrian street, known as "Golden Street", has an average daily traffic of about 600 thousand people, with more than 1 million 200 thousand people on holiday. Located in this department store APM, Oriental Plaza and other people are in an endless stream, and this lively scene in sharp contrast to the Yintai in88. Recently, reporters visited and found that compared with several other shopping malls, Yintai in88 seemed rather cold and cheerless. What causes the mall to stay warm?

Innovation and spanformation are always on the way.

In August 2008, Beijing Lotte Yintai department store opened. It is understood that the mall is jointly owned by Yintai group and Lotte Group of Korea, and both sides hold 50% of the shares. However, due to the lack of awareness of the Korean brand at that time, the Lotte Department Store is in a dilemma of sustained huge losses. In 2009, China Yintai Investment Co., Ltd. bought a 50% stake in Lotte Yintai department at a price of 1 yuan. In 2014, the mall was officially renamed Yintai in88, and established a high-end luxury line. Since the new management team took office in September 2017, Yintai has decided to give up its strong support for shopping malls, emptying all the existing businesses from in88 to eight.

Recently, reporters visited Yintai in88 found that the shopping malls after adjustment, the commercial area is from the ground floor to the ground three floors, about 30 thousand square meters, with "brand + flagship store" mode positioning. The four to eight floors have become office buildings and office areas, and are no longer connected with commercial floors.

Guo Zengli, director of the China shopping union Shopping Center Committee, believes that the business atmosphere in Beijing is very strong. Large enterprises are more active. Good office revenue is better. In order to get rid of Yintai in88's current state as soon as possible, a more effective way is to change office buildings.

It is worth noting that today's Yintai in88 tries to exchange blood for itself, and has introduced several brand flagship stores and catering formats. Among them, the negative layer is located in the "gourmet market", and introduced some fast food, tea drinking and other formats. It includes brands like Lai Yi, Jie Yu Mo Cha, and other popular brands that are popular among young people. On the first level, flagship stores are famous flagship stores, such as Prada (Prada), Burberry, Miu Miu (Miumiu) and other international brands. Two storey stores mainly focus on tide cards, including the first Chinese NBA flagship store in the near future; the three level is mainly chain restaurants, with small pear soup and Mei Zhou Dongpo. Reporters found that these brands are exclusive brands on Wangfujing commercial street.

In addition to repositioning, Yintai in88 seems to realize that simple online marketing and sales oriented retail outlets can no longer meet the needs of young consumers. Today, shopping malls also introduce more interesting and interactive shops, including Lego brand flagship store and NBA flagship store.

The 626 square meter Lego brand flagship store, which is located on the first floor of the shopping mall, has attracted many fans to come to "punch card" since its opening. The Chinese Commercial Daily reporter found that the design of the shop reflects the strong flavor of Chinese traditional culture. A number of large-scale Lego 3D models are displayed in the store, and the new "fusion play" experience is an important feature of this flagship store. The store combines entity and digital play experience to cater for the participation of multi age Lego fans and enjoy the fun and sense of achievement.

The NBA store on the two floor of the shopping mall is China's first flagship store, and is also the largest flagship store outside the United States, with a space of 1145 square meters and operated by TOPSPORTS. In addition to the equipment and customized jerseys on the NBA players' field, the store also features costumes with local characteristics in Beijing and the largest retro commodity area in mainland China. A large number of NBA elements have been injected into the store design, including floor specifications, kill ball elements, life size player models, players' signature Jersey Gallery, and "giant screen" NBA arena. The NBA flagship store, which is rich and professional, attracts a large number of fans.

In addition, Yintai in88 will introduce the first Adidas Mini brand center in Beijing this year and the sea fishing wisdom restaurant. In the future, Wangfujing station on line eight will also directly connect to the ground floor of in88. Due to its inherent location advantages and huge passenger flow support, Yintai in88 said that the shopping mall will combine the flagship store, tide card, catering, red market and other formats to strengthen the vitality and fashion image in the future adjustment.

In addition, according to the China Commercial Daily reporter, Wangfujing Street will extend 344 meters north to the city street and the west side of the market, and will be unveiled at the end of this year. Guo Zengli said that the extension area of the commercial street of Wangfujing also has some radiation and attraction effect on the street crowd. Yintai in88's current adjustment is more in line with location and project requirements, and helps to strengthen its personality in Wangfujing business circle.

Even so, in the spanformation of Yintai in88, the way of future development may not be smooth. Reporters interviewed on weekdays found that there were no people in the mall, whether it was attracting the tide of young people NBA, or a big Prada, only staff members in the shop did not see the customers. Similarly, in the central shopping mall of Wangfujing, there is a continuous stream of tourists in the central department store of the high-end department store. There are customers in big stores such as Gucci (Gucci) and Prada. In addition, the location of the younger APM mall, the same crowd, the fast fashion brand Zara, H&M store is a large number of people gathered, in addition, many restaurants on the floor of the restaurant need to dial the number of meals.

Seize market artery and aim at market positioning

In the industry, the high level commercial atmosphere of Wangfujing pedestrian street and the overall planning of pedestrian street will become one of the opportunities for development of Yintai in88.

Guo Zengli believes that with the upgrading of Wangfujing business circle, as well as the favorable policies and services, Wangfujing will present a fusion business structure with a trend, high-end, local and international integration. At the same time, with the increasing number of localizing crowds in the Wangfujing business circle, the fashion will also improve. In88 should emphasize fashion sense and supporting services when adjusting, which will be more consistent with the demands of supporting services and business office coordination. Judging from the current brand adjustment, Yintai in88 is also working in this direction.

Some analysts point out that nowadays shopping centers increasingly need to connect with consumers through "fit of values", which means that the future "main battlefield" of Commerce has risen to the level of brand competition. From Yintai in88's current positioning and brand introduction, it hopes to get more possibilities through the first store cluster effect.

When more and more young people gather here, they form a field. However, judging from the current situation of consumer feedback, Yintai in88 needs more efforts to attract young people in brand positioning.

From the perspective of catering, Yintai in88 mainly introduces the popular catering brand. For example, the brand of Mei Zhou Dongpo and Xiao hung pear soup is the first in Wangfujing pedestrian street, but these brands have opened many shops in Beijing, which are not new brand names.

Ms. Zhang told reporters that the catering brand of Yintai in88 shopping mall can not be widely selected, and there are few shops that can go shopping. I usually shop and eat at APM next to me.

From the perspective of brand positioning, Yintai in88, though flagship stores, tide cards, catering, red market and other formats to combine to attract people, but because of limited venues, the number of imports of each category is very limited.

Consumer Zhang said that the opening of NBA flagship store will attract friends and friends to punch cards. But the positioning of Yintai in88 is not based on the trend. Compared to that, it prefers to go to Taigu, Sanlitun, Beijing, where the trend of the atmosphere is strong.

Judging from the brand introduced by Yintai in88, it has been striving to create a holy land of the tide. But in the stock era, we need to segment the product line for better operation.

At present, whether it is department stores or shopping centers, the adjustment is centered on the lifestyle center, so the so-called experience economy has become a common mode of cultural leisure in daily life of consumers. The core of the experience economy is to form a unique gathering place for fans. Consumers can join in this circle through experience activities, thus continuing to communicate. So Yintai in88 wants to have stable passenger flow. Besides Lego and NBA brands, it also needs to constantly launch the featured experience project.

Compared with the past, today's commercial projects pay more attention to the quality and uniqueness of the experience formats. The introduction of the main business types has become more diversified, and all kinds of new formats have also become a new way for customers. Because of this, every shopping mall on Wangfujing street is seeking to change and create differentiation. For Yintai in88, whether we can seize the opportunity of spanformation remains to be seen.

The industry believes that with the entry of commercial projects into the stock age, any project wants to stand out, and it needs to tap the consumer group through market segmentation. According to the needs of consumers, we must seize the market artery and accurately locate the market. This is the key to improve the core competitiveness of the shopping mall.