Looking at the changes of new and old business models on consumers from the perspective of consumption patterns

Nowadays, with more and more new commercial entities springing up like mushrooms after a rain, they not only add delicious and fun places to our weekend time, but are also affectionately called the "third city". "Urban space." As the name suggests, it is a third leisure and entertainment space between home and work.

Whether it is the "May Day Department Store" and "Taiyuan Jiefang Building" that were spawned in the 1990s, or the "North American Shopping Center", "Wangfujing Department Store", and "Tianmei Shopping Center" concentrated in the southern shopping district Center". Coincidentally, in the past two years, the "China World Trade Center Sixth Pavilion", "Huayu Baihua Valley" and "China Resources Vientiane City" have risen from the ground. With the rapid changes, traditional businesses and new business entities are in new consumption. In the new era of continuous structural upgrading and adjustment, what will be their fate? Will they transform and upgrade or maintain their true identity? Is it a competition model of a "one-yuan consumption structure" that is dominated by things or a "dual consumption structure" that is centered on customers? These two seemingly opposing business structures affect our lives with their different consumption structures.

Traditional commerce has gone through many hardships and is still strong, regardless of the winds from east to west, north and south.

Speaking of "May Day Department Store" and "Taiyuan Jiefang Building", they have landmark significance Almost everyone in Taiyuan knows about this building. They carry the memories of a generation.

I remember when I was a child, my mother often took me to the Jiefang Building and the May Day Building to buy clothes for the elders, ranging from needles and threads to silk and cloth to household appliances. This has become a place where old Taiyuan people often gather.

If in the past, due to the monotonous structure of people's lives, the supply and demand of goods were not abundant, and people's consumption level was limited, then today, with a dazzling array of goods and a rich structure, whether it is online purchasing or offline services, Greatly changing our lifestyle.

In today’s “experiential consumption economy”, traditional consumption methods seem a bit out of date. Are traditional department stores, led by the May Day Building and Jiefang Building, really at the end of their rope? In such a situation, there is no room for survival?

It is too early to draw a final conclusion. If you go to these two places, you will be surprised to find that no matter it is a working day or a holiday, there is always an endless stream of people here. It's a holiday, so it must be overcrowded and packed with people.

There is no interactive experience that integrates catering, entertainment and leisure, and there are no glamorous displays, not to mention the beautiful decoration that shopping malls nowadays attach great importance to. There is only a simple and crude display of goods, which is neither outstanding nor prominent. Inconspicuous. From the beginning to the end, each restaurant has the same style, and the waiters in each restaurant are all wearing the same work clothes. Most of the time, they will not take the initiative to solicit customers, especially during holidays, when they are too busy to drink water.

What is more worth pondering is its consumption method, which is as old-fashioned as its product structure - invoicing style payment. Especially when there are many people, the checkout waiter seems a bit overwhelmed.

And its promotion model is even more cliched. The radio broadcast said, "If you spend 800 or more in the store, you will get a stainless steel pot, and if you spend 1,500 or more, you will get a branded small appliance...".

After years and years, the old man of time has passed away in a hurry, but it still does not prevent the people of Longcheng from loving it and visiting it frequently during the New Year and festivals, because in the face of affordable prices, it is the first to bear the brunt.

New commercial entities have entered a future where "the tide is flat, the two sides are wide, the wind is rising and the sail is hanging"

In recent years, the new business district system dominated by Changfeng Business District has been implemented. The brand-new area has become a new paradise for people to shop. The new commercial complex, mainly "China World Trade Center Hall 6" and "China Resources Vientiane City", has attracted widespread attention from people and actively participated in the experience.

Here, "Huayu Baihua Valley" is also included in this system, because they are all affiliated to the comprehensive commercial complex in the southern business district. Around November 2016, after years of preparation, Huayu Baihua Valley, a local enterprise in Taiyuan, finally unveiled its mysterious "veil" and had a grand opening.

I still remember that the grand ribbon-cutting ceremony and the deafening salute seemed to announce the birth of this new integrated commercial complex.

The streamlined appearance, cool lighting, the second-to-none underwater world (indoor version), the fun real ice rink, and the real-life version of "QQ Farm" are all refreshing and really attractive to Taiyuan people. Caught a lot of eyeballs. As the "freshness period" fades away, Baihua Valley is also facing the arrival of the "flowering period" and is gradually heading towards the "flat period".

After the early adopter period of "flowers last for a hundred days", what is tested is the true core competitiveness of a shopping mall. Whether it can retain and lock customers has become a symbol of the competitiveness of the shopping mall. Under the appearance of gorgeous packaging, the "inside" of solid quality is missing.

When attracting investment in shopping malls, the positioning is not clear, whether the brand has the dominant advantage or the price has the dominant advantage, whether it should adopt the structure of a new comprehensive commercial complex, or whether it should have the price advantage of a hypermarket. After doing it again and again, a body with the appearance of a new commercial structure has the appearance of a "hypermarket" on the inside, walking a new path and wearing old pants.

I think this is the reason why Huayu Baihua Valley has not been open for a long time, but the situation is not good and it is struggling.

Let’s talk about the “China Resources Vientiane City” that is ready to launch in September 2018. Backed by the strong financial support of the central enterprise "China Resources", compared with Huayu Baihua Valley's positioning error, I think China Resources' investment promotion has its own distinctive and precise characteristics - brand fashion, diverse interactions, and rich experience.

In terms of brand structure, China Resources’ investment decision-making level is relatively accurate. The well-known brand structure, fast fashion market trends, and sales points focusing on social experience have become its “magic weapons” to attract people to patronize. Whether it is catering or entertainment, China Resources takes the high-end route. If you have been to Vientiane City, you must have lingered over its dining environment. The decoration style of each restaurant is unique, and the various lights create a different atmosphere, making you feel like you are traveling, and eating is secondary. Of course, although I can also enjoy all the food and beverages, no matter what kind of cuisine, I believe it can satisfy your proud stomach. The good dining environment and relatively reasonable prices attract a large number of consumers who come to dine.

Nowadays, the focus of merchants has been adjusted with the change of consumption structure. Smart appliances, parent-child interaction, brand bookstores, home life, etc. have become the focus of merchants’ investment promotion. In contrast to the previous emphasis on catering and clothing, The single consumption structure is different. The rise of these sectors has boosted consumption and attracted more customers.

In my opinion, although China Resources Mixc takes a high-end route, it is also close to the people. The dazzling snacks were packed with people, and the children in the toy store also had a great time. Adults and children roamed happily in the real ice skating rink, which not only brought joy to people, but also attracted visitors, increasing the number of visitors. sales volume.

The "China World Trade Center Sixth Hall", which opened earlier, is adjacent to the "China Resources Vientiane City", so the two families choose to live next to each other and compete with each other. Compared with the high-end "China Resources Mixc", the "China World Trade Center Sixth Building" is relatively close to the people in terms of style and construction and consumer prices. Before the "China Resources Mixc" was launched, it can almost be said to have led the development of Changfeng Business District. , is the "main artery" of regional economic development, and the "China Resources Mixc", which came from behind, has become the "new engine" to stimulate the consumption structure.

A good shopping environment, social interaction experience, convenient payment methods, and one-stop entertainment and leisure have become a place favored by more and more young people. It is not only a place for shopping and leisure, but also It's a great place to relax and unwind. The new commercial system led by the "China World Trade Center Sixth Hall" and "China Resources Vientiane City", known as the "two golden flowers" of the Qiaoxi Corridor, has also entered a new era of "the tide is flat and the two sides are wide, and the wind is rising and the sail is hanging". The era of consumption.

Consumers and merchants have established a situation where "there is no colorful phoenix flying wings, but the heart is connected"

Today, as the new consumption structure is constantly being adjusted and upgraded, as people With the improvement of living standards, the pursuit of quality life is becoming more and more popular. As the millennial generation has become the main body of consumption, the eyes of businesses are also reforming or transforming along with the changes in social subjects.

Whoever can cater to young people’s consumption patterns, consumption preferences, and consumption concepts will gain business opportunities and customer flow, and become a bargaining chip for major new integrated commercial entities to compete for. With the rise of new integrated commercial complexes, we see that it is not a hundred flowers blooming and a hundred schools of thought contending, but one where some are happy and some are sad. We hope that when capital merchants intervene in the market, they can still assess the situation, accurately grasp the pulse, research the market, truly understand the true needs of consumers, and establish long-term and effective "emotional connections" with consumers.

Whether it is a traditional shopping mall or a new and popular comprehensive commercial complex, in the final analysis, it is necessary to develop internal skills, be close to consumer needs, internalize products, and externalize services, which is the king.