As one of the representatives of high-end shopping malls in Shenyang,ZTEEfforts will be made to promote all-round upgrades and take multiple measures to improve customer acquisition capabilities. “The company will continue to optimize the consumer experience through system upgrades and upgrades to better adapt to the development trend of new retail.”ZTEYang Jun, Secretary of the Board of Directors, was accepting ChinesesecuritiesThe reporter said in an interview.
It is reported that in recent years,ZTETaking advantage of the “mixed-ownership reform”, we will comprehensively strengthen market awareness and promote business development with a market-oriented operation concept.
Grab the new retail
Taiyuan Street business district has always been one of the traditional advantageous business districts in Shenyang. Zhongxing Commercial, which is located in it, has always been one of the important commercial complexes in the Taiyuan Street business district.
Just before the Spring Festival of the Year of the Tiger, a naked-eye 3D large screen made ZTE Commercial become a “net red spot” for Shenyang citizens to check in, filling the gap of the naked-eye 3D large screen in Taiyuan Street. It is worth mentioning that ZTE Business is also a participant in the “One Hundred Cities Thousand Screens” event.
The naked-eye 3D large screen provides an immersive visual experience, allowing the outdoor to officially enter the era of virtual reality, which is favored by people. Industry insiders said that this kind of outdoor large screen plays an important role in promoting consumption upgrading, especially in promoting the upgrading of information consumption, promoting the development of “night economy” and “net celebrity economy”, and releasing consumption potential.
“This naked-eye 3D large screen has a new improvement on the basis of the original popular naked-eye 3D technology, which makes the large-screen display more shocking, the viewing angle is wider, and the visual creativity has been improved.” ZTE Commercial Operation Department Minister Wang Yimeng said, “The naked-eye 3D large screen was presented on Taiyuan Street for the first time, which not only brought a shocking 3D effect, but also had a live broadcast and interactive human-computer exchange function.”
In addition to hardware upgrades, digital transformation has also become one of the important projects for ZTE’s commercial upgrades. In recent years, due to the rapid development of e-commerce, the acceleration of consumption upgrades, and the increase in operating costs, the development of the physical department store retail industry is facing huge challenges. Under the new development trend, domestic commercial enterprises have taken active actions to accelerate transformation, increase investment in digitalization, and compete for new retail.
Yang Jun said that at present, experiential consumption has become an important development trend in the department store retail industry. Consumers’ demands for personalization, experiential and instant virtual experience are becoming more and more intense. It is foreseeable that in the future, multi-platform and diversified sales in the retail industry will become the norm.
“In the past two years, we have continued to promote the digitalization process and vigorously explored new sales models. The company will use big data to better understand customer preferences, consumption habits, etc., continuously optimize the consumption experience, and reconstruct the business model.” Yang Jun said.
To this end, ZTE Commercial takes “Double Micro and One Shake” as the core, develops and successfully runs the “ZTE Building +” applet through new channels that young people pay more attention to and participate more in, and strengthens online live broadcasts.Online and offlineTwo-wheel drive to achieve omni-channel integration.
Driven by a series of measures, at present, the total number of ZTE commercial members has exceeded 600,000.Among them, the consumption of young members accounts for more than 30%, and young consumers are becoming the newmain forcecustomer layer.
Optimize category structure
Last year, ZTE Commercial put forward the work direction of “finding positioning in the face of consumption, grasping the trump card in the face of brands, setting tasks in the face of services, and discussing income in the face of results”, and continued to deepen the adjustment of category structure, improve the layout of business formats, and optimize brand portfolios. , to adjust and improve the category structure and brand combination of each sales area, optimize the catering, leisure and entertainment formats, and realize the linkage between department stores and different industries.
“In 2021, the number of new brands introduced, the number of brand shift adjustments, and the number of brand refurbishments and upgrades reached nearly 100, and the adjustment work for the whole year has basically been completed.” said Wang Yuguang, head of ZTE’s Commercial Investment Promotion Department.
In the promotion of brand upgrading, ZTE Commercial continued to strengthen the introduction of fashion, light luxury brands and fashion elements from different industries, and increased the introduction of the first store in Northeast China, the first store in Liaoning, the first store in Shenyang, and the exclusive high-quality brand in the business district to attract fashionable customers. , leading the fashion trend.
Among them, some well-known international brands have spent huge sums of money to relocate and upgrade new flagship stores, and some sports brands have relocated and upgraded to 5G stores. At the same time, some international brand owners have opened the first flagship store in Northeast China in ZTE Commercial, and brands including high-end clothing, well-known footwear, large-scale catering and reading materials have entered the market one after another, which has effectively enhanced the supply of ZTE Commercial.
In Yang Jun’s view, the diversified lifestyles and personalized emotional appeals that are close to the current main force of consumers, and improving the tonality of the shopping mall and customer satisfaction are the only way for the company’s sustainable development. “By introducing high-quality brands and creating spaces, using high-quality brands as the medium, building a high-quality shopping environment, comprehensively doing a good job in the ratio of rich business formats, moving closer to comprehensive experience, and continuously improving customer experience, this will help us to work intensively and further consolidate business. Circle value,” he said.
Improve service quality
On the past “3.15” International Consumer Rights Day, ZTE Commercial hosted the theme activity of “Promoting Consumption Fairness Together”. Representatives from consumer associations, government regulators, courts and third-party agencies shared their views to better promote the protection of consumer rights.
Paying attention to service quality and protecting the rights and interests of consumers has always been the business philosophy of ZTE Commercial. Over the years, Zhongxing Commercial has continuously improved and perfected the construction of the integrity system, improved service quality, and strengthened the “Four Passes” concept of all staff caring about the brand, caring about shopping guides, caring for customers, and paying attention to peers, and go all out to create “you + my home Zhongxing Building” ” is an integrated shopping and experience platform for positioning.
ZTE Commercial has designated 2021 as the “Year of Service Quality Improvement”, aiming to strengthen the service awareness of all employees, innovate service methods, optimize the service environment, improve service quality, and better meet consumers’ quality needs for goods, environment and services.
Yang Jun said that the company strengthens the “customer first” service concept, which is an objective need for the development of the experience economy era, a need to adapt to the self-media era, and a need for all employees to update their concepts.
Over the past year, ZTE Commercial has provided customers with a more satisfying, assured and value-added offline shopping experience by launching the “New Five Systems” service commitment, further improving the overall service quality, and building a comprehensive customer satisfaction service system.
In the recent period, the domestic new crown pneumonia epidemic has spread more and more, and there has also been an epidemic in Shenyang. “ZTE Commercial is one of the key business entities in Shenyang’s ‘vegetable basket’ to ensure supply and supply. We have always regarded price stabilization and supply as an important responsibility, and actively fulfilled our social responsibilities, which is also the touchstone to test our service capabilities.” Yang Jun said.
Wang Gang, deputy manager in charge of the business of Zhongxing Supermarket, a subsidiary of Zhongxing Commercial, said that the company, in accordance with the arrangements and deployment of Shenyang City, actively played the role of the backbone of the supply guarantee enterprise, strengthened the procurement of goods, smoothed the circulation channels, increased the source and flow, and stabilized the price by volume to help Shenyang City. The market for essential daily necessities is running smoothly.
“At present, the company has sufficient stocks of important daily necessities such as grain and oil, pork, beef and mutton, eggs, vegetables, and fruits, and the follow-up supply is stable, which is fully capable of ensuring the daily needs of Shenyang citizens.” Wang Gang said.
(Article source: ChinasecuritiesReport · China Securities Network)