Tianhong Mall: To Achieve Full Channel Pformation Through Online And Offline

Not only are traditional department stores seeking pformation, but shopping centers are also undergoing pformation.

However, there is not an absolutely feasible and replicable pattern yet, and most of the pformation is still under exploration.

But at least it has started.

In Xiamen, Haicang Tianhong mall is already a small shopping center. Now it introduces community banks, Xinhua bookstores, children's early education institutions, martial arts training institutions, restaurants, etc., Zhang Jiafeng said.

In the face of the trend of "going to department stores", more industry operators are choosing their own way to "pform" in addition to the adjustment of their formats. They all choose to be the best, either to embrace the electricity supplier or to make themselves more department stores.

Taking Tianhong shopping mall and SM department store as an example, we can see that these two directions are different, but they are equally beneficial.

Zhang Jiafeng, deputy general manager of the southeast area, told reporters that the Tianhong entity store was pformed according to the strategy of "three strategies", namely, Internet, lifestyle editing and shopping center.

Tianhong relies on strong network, commodity resources and logistics distribution, fully integrate online and offline, so that store electric business can be successfully promoted.

The editing of lifestyle themes is different from the previous ones.

Instead, it is based on the way of customer life to create a new collection of formats, and constantly optimize the combination of formats.

Now, the whole channel pformation of rainbow has also achieved initial success.

Its annual report shows that in 2015, the business revenue of Tianhong achieved 17 billion 396 million yuan, up 2.34% over the same period last year, and realized a total profit of 1 billion 671 million yuan, an increase of 116.26% over the same period last year.

The layout and operation mode of department stores can be flexible and changeable, such as the integration of cosmetics and women's clothing, and so on, and the integration of stores. In the way of operation, the original single pool mode is changed to increase the proportion of rental and self operation.

Huang Yunpeng, director general of Robinson shopping plaza, predicts that there will be more and more shopping centers in the future, and there will be characteristics of community and regionalization.

Regional shopping centers will take the road of fashion, highlighting their own characteristics, for example, now SM 2 unique Apple store goods, you can not buy elsewhere.

Huang Yunpeng also mentioned that the location of shopping centers in the future will be more and more precise. Children, women and movie theaters can be completed in the community.

The industry also said that with the pformation of shopping centers, there will be some new formats.

The proportion of shopping centers in the downtown area will not change much, but with the improvement of people's living standards, some medical facilities will be added, including physical examination, Stomatology, acupuncture and moxibustion.