Guangzhou: Creative Department Stores "Go Out"

Guangzhou, which has always been considered as a single department store, has had the idea of "going out" in the late 2014.

October 1st, HI department store

Star City store trial operation.

In November 26th, Fang Fang Chengdu Ocean Pacific Taigi trial operation.

It is worth noting that these two "go global" formats are just the non-traditional department stores of the "creativity", "experience" and "Life Aesthetics".

Perhaps the business model of Guangzhou is not as simple as we think it is.

The so-called "three stream enterprise manufacturing goods, first-class enterprise manufacturing standards", when you can export values, is really strong performance.

Therefore, when we can not only export "commodity" in the sense of commodity, but also export the "broad commodities" in the industrial sense, we feel that this is a matter of concern.

In particular, this happened in 2014 when the Internet business attacked the traditional retail industry.

Hot spot of A format

"Guang Ye format" go out!

The HI department, which opened in November 2011, and the HI department store opened in October 2012, almost simultaneously chose the "go out" big move.

In October 1st, HI department store Wuhan Star City store trial operation.

In November 26th, Fang Fang Chengdu Ocean Pacific Taigi trial operation.

The first step of their "going out" is to choose Wuhan and Chengdu, which are the main towns in the southwest of China, instead of the traditional first tier cities such as Beijing, Shanghai or coastal cities.

What is more "coincidence" is that they both advocate "Life Aesthetics" with "compound mode", pay attention to "experience", and combine local culture and business consumption closely.

Almost the same time, place, format, mere coincidence? Or the local experiment of creative department store in Guangzhou, has already stepped out of a more mature mode and started to radiate the mainland. When the network electricity supplier attacked the traditional entity retail business site, the "compound concept store", the main "beauty of experience", was sought after, or even "go out" from Guangzhou. This may be a good outlet for the traditional retailing industry to try.

B format analysis

Pass a card of "Cantonese consumption culture".

In fact, these two "go out" compound concept stores have a unique "consumer culture card": when young people want to recommend Guangzhou's fresh shopping places to their friends in the field, there will always be two names on the list: Fang Si and HI department store.

They all invariably have a designer brand with strong sense of smell and unique design.

You can even hear the lectures or sharing sessions of famous cultural people here frequently, which is not only a commodity, but also an aesthetic attitude of life. Consumption can be so closely combined with culture and pleasant, perhaps this is the best embodiment of Guangzhou's practical and humane consumption culture.

It is not hard to imagine that although the volume is not large compared with the traditional department stores, the "small but all" complex concept store is still very popular with many large shopping malls in the mainland: the "go out" new store almost has a larger area than the ancestor shop.

HI department store Wuhan Star City, with more than 2000 square meters, is divided into two levels.

Space.

Occupying the prominent facade of the first floor of the Star City, it plays an important role in attracting people from shopping malls.

Fang Fang Chengdu store has an area of 4000 square meters, which is two times the original Guangzhou store. It is located in the most prosperous Chunxi Road business circle in Chengdu, becoming a luxury.

An important cultural space in Taigu.

As the first new boutique life department store in Wuhan, the seven commodity categories of HI department store include: Stationery digital, selected books, contemporary art decorations, daily household products, maternity and infant supplies, children's toy books, food and cutting-edge fashion clothes. More than more than 300 overseas and domestic brands and over 2 pieces of merchandise have been introduced, of which over 30 overseas brands have been introduced into China for the first time.

But commodity classification is re partitioned according to life style.

Here, for example, the book area is not called bookstore, but is called "reading, another imagination"; and the place where cultural exchange takes place is a more literary name, HI Stage, which displays the aesthetic concepts of life at home and abroad. It will not only hold exhibitions that reflect local culture, but also bring children closer to local culture consumption, and will have children's workshop of children's activities, and cultivate the concept of life aesthetics from an early age.

Fang Fang

Shops use more than 100 meters of the whole shop span, 8 meters high, and 37 different shapes of columns, to create a three-dimensional, ladder like book hall space.

In the "Tibetan scriptures" Hall of Fang Shu's book, there are as many as 63 bookcases, carrying nearly 150 thousand volumes of books, focusing on art, design, literature and humanities, providing international publishing perspectives and reading trends in three Chinese universities across the Straits.

Fang Chengdu store has continued the complex format of Guangzhou, including books, aesthetic life, plants, costumes, coffee, exhibitions and lectures, as well as exclusive space for children's aesthetic education.

How to connect different consumption culture?

The culture, smell and life form of different cities will be different. How can the different cultural soil link up? This is probably the biggest problem facing the creative concept store "going out" when it comes to the concept of "experience".

HI Department Deputy General Manager Shally introduced to Yangcheng Evening News reporter, from Wuhan store and

From the sales performance, we can see briefly that the two cultures are different, and the acceptance and consumption habits of creative products are different, although she also emphasizes that this is only a month's short-term sales data, and can not be used as a rigorous basis for the analysis of the overall customer base.

In the Wuhan store, fashion products are very concerned. Sales in fashion area account for 30% of total sales, while home products are not as popular as Guangzhou stores.

The reason is, "for Wuhan, the buyer shop is a new form, and our clothes are closely related to the international fashion trend, full of personality, and there is also a market scarcity, not all over the street.

We find that the Wuhan people are still willing to spend money in this respect.

Guangzhou people, as we all know, are not so interested in dressing as other tier cities. Instead, they are interested in some details of improving their quality of life. For example, they have considerable enthusiasm for investing in delicious food.

Therefore, the design of household goods in the overall sales of Guangzhou stores accounted for more than 30%.

C industry outlook

"Experience" is still a magic weapon for physical retailing.

In the 2014, when the Internet business was hot and hot to occupy the physical retail business site, the main retail experience of the "experience" entity could still sail against the water. The radiation from the mainland of Guangzhou showed that the "good experience" that could affect people's emotions can still lead to consumption.

"Observing from the global department stores, we are in a stage of renewal and innovation.

Facing the popularity of the social networking platform created by information technology, the trend of commodity retailing from the original pure goods to the new life experience is increasingly obvious.

Xie Meng, founder of HI department store, was in HI department store.

At the beginning of the opening of the store, the reporter said to Yangcheng Evening News.

It seems that the idea of "experience" as the "magic weapon" of the physical retail industry is still being implemented.

It is reported that before and after the lunar new year in 2015, HI department store will also enter Beijing, opening up a new battlefield in Chaoyang Joy City, a mature business district.

But because the cultural atmosphere of Beijing is different from that of Guangzhou and Wuhan, the shopping experience planning will be quite different then.