How to run a shopping mall with poor geographical location and low passenger flow?

Commodity positioning: focus on mass consumer goods, rationally mix commodities, and rationally allocate first-and second-floor supermarkets as the mainstream, so as to achieve "one-stop" procurement with a large number of commodities and complete varieties.

Quality commitment: reject counterfeiting.

Differentiation strategy: according to the consumption ability and habits of the target group, implement reasonable commodity distribution to achieve:

The same goods, different prices,

The same goods are absolutely guaranteed in quality.

The same goods, different freshness,

Same shopping, different services.

Professional channels: use their own advantages in shopping malls to attract more marketable goods, diversify capital action strategies, broaden commodity integration channels and optimize the supply chain.

Eight, development strategy (take the road of brand scale development)

1. Take advantage of the environmental advantages and consumption potential of our store, unite suppliers, give play to the combined effect of complementary advantages, make rational use of the advantages inside and outside the market, and do a good job in promotional activities inside and outside the market.

2. Create a new image of the mall with distinctive personality through differentiated promotion strategies.

3. Improve customer satisfaction in an all-round way through personalized service.

4. Differentiate sales and create the most attractive "fist" commodity area.

5, brand product differentiation, the same brand, different prices, using the principle of complementary advantages.

6. Improve the strategic cost, reduce the operating cost of shopping malls, optimize the supply chain and create new profit sources through leading technological advantages.

7. Relaxed network, low cost and fast circulation.

8. Through the win-win strategy with suppliers, the advantages complement each other and balance each other, * * * breeds * * brilliant partnership. Attract more goods.

Nine, shopping mall management concept and technology

1, low cost, low interest rate and fast turnover.

2, the implementation of digital management (the so-called digital management process, that is, everything is controlled by a fixed number): the accuracy, fuzziness and controllability of digital expression, that is, quantitative management.

3, against subjective consciousness, not what you think, we must use numbers as the basis.

4. Oppose fuzziness, 3 is 3, 5 is 5, and the numbers cannot be blurred.

5. The language used in rules, regulations and work plans should not be ambiguous. One, two, three, four and five are clearly listed. What is one and what is the other?

6. Make business decisions with digital support.

X. Image strategy of shopping center

(1) enterprise mental identity:

Good business operation requires ideas, actions and cooperation among members. The organizational structure, education, training and feedback from social welfare activities of enterprises constitute the unique mental identity of shopping malls:

Corporate culture: (for reference)

Cultivate people with culture, unite people with management, promote people with service and evaluate people with performance.

Enterprise spirit: self-criticism, self-challenge and self-transcendence.

Corporate slogan: (for reference)

Go beyond self-limit and build a first-class department store.

Build domestic famous stores and first-class shopping malls.

Enterprise orientation: high-quality enterprises, high-quality professionals, high-quality goods and high-quality services.

Business philosophy: family service, high quality, high style, novel and considerate, safe and comfortable, rich in goods and trustworthy.

Business policy: no one has me, no one has me, and no one has me.

Staff internal incentive rules:

Be loyal to the cause and develop team spirit.

Pay attention to every detail of the work and start from an early age.

Enterprise concept (service tenet):

Customers are God, and we pay attention to every detail of service.

Customer first, service sincere and true.

Absolutely please customers, no relatives,

Put customers in your heart and store in your heart.

Company slogan: (TBD)

(2) mall activity logo:

Internally: employee education, service attitude, politeness in words and deeds, answering skills, service level, work spirit, working environment and internal management.

External: Establish corporate image.

(3) Visual identification system of shopping malls

1, enterprise name

2. Company logo

3, corporate color

4. Application elements: office supplies, signboards, flags, architectural appearance planning, light boxes, window, internal setting planning, uniforms, traffic work display, layout and display.

Design scope:

Business supplies: business cards, stationery, envelopes, information kits, fax heads, continuation pages, post-it notes, folders, orders, purchase orders, delivery notes, computer business forms, internal and external poster formats.

B. Architectural appearance: shopping mall appearance planning, appearance light boxes and advertising spaces, gate signs (activity signs and shopping guide signs), channel planning of business outlets, road signs, landscape planning and external lighting design.

C internal planning of the building: internal instructions, shelf planning and design, distribution of business area instructions, cashier distribution, distribution of business export instructions, channel planning, post light boxes and advertising spaces in the venue, lighting design, space slogans in the venue and POP signs in the venue.

D. Means of transport identification: company transport vehicles, flatbed cars, trolleys, delivery vehicles and customer shuttle buses.

E service description: identification name and certificate, uniforms for male and female employees, manager's clothes and company flag.

F. Publicity system: invitations, corporate publications, annual reports, briefings, posters, stickers and gifts.

XI。 Creative direction and advertising strategy

(1) Concentrate effective funds to form local advantages, focus on target areas in stages and steps, focus on business opening, invest from the investment preparation period, open up popularity in the early stage, expand social influence, lay a solid foundation for gathering popularity and attracting tourists for business opening, and try to drive the popularity of shopping malls to prosperity with strong advertising and promotion activities.

Transmission process:

Location: Crowded area around the shopping mall.

Time: It is divided into three stages (investment stage, before opening 15 days, opening stage).

Dissemination content:

In the investment promotion stage, the theme is that the shopping mall is about to open, releasing investment promotion information and opening up popularity.

Before the opening of 15, the main content of the advertisement is to inform the opening date and attract customers' attention, mainly to release the information of opening preferential activities.

In the opening stage, release commodity information, promotional activities, cultural activities, etc.

Mode of transmission:

In the investment stage, banner advertisements are mainly used for publicity.

15 was mainly spread by banners, posters and colorful flags before its opening.

(2) advertising strategy

Car body advertisement, banner advertisement, road sign advertisement, newspaper advertisement, road pole flag advertisement.

Twelve. Opening Ceremony and Opening Ceremony Promotion Activities (omitted)