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Less Sales, Sales Counter Attack Core In Precise Customer Positioning

2013/7/6 15:39:00 20

Sales Counter Attack Sales Volume Counterattack

> "high passenger flow = high turnover"? This equation, which has been circulating for a long time in the shopping mall, is quietly being broken. In this era of shopping malls, a number of shopping malls have found a new way to change from "people to traffic" to "gold content". 
 there is such a peculiar phenomenon in Chongqing fortune shopping center. Compared with the traditional business circle, the shopping center does not have much traffic volume, but the actual sales volume of the shopping center is quite large, and even a few international fast fashion brand sales champion and top leaders. 
 only 40 guests a day, /p >
 can be ranked among the top shops in Chongqing, /p >
 as the world's top professional baby products, < a target= "_blank" href= "//www.sjfzxm.com/" > dress /a > brand Mothercare, since last November entered Chongqing fortune shopping center, the salesmen found that the passenger flow here is obviously lower than other stores, "daily average of about 40 people." Zheng Ping, the head of his shop, said frankly. 
Less than P, it is strange that Zheng Ping is not worried about turnover even though he is few. However, because of the high-end route of brand positioning, the customers of Fortune Center stores are mainly concentrated in the surrounding communities of shopping malls in Xiyuan and Longhu, and the exclusive high-end consumption circles in the northern New District such as villas and so on. In the passenger traffic, high-end customers account for 70%, office white-collar accounts for 20%, and game customers account for 10%. Although the average daily passenger volume is less than that of Guanyin Bridge and Nanping, the actual sales volume is not low due to the strong purchasing power of customers. 
 store sales data show that the monthly turnover of 200 thousand yuan, making the wealth center store in the Chongqing District ranking, is a more successful store operation. "The most important factor of our store location is the high-end consumer group. According to the current sales situation, the operation of the storefront is relatively successful." Zheng Ping said. 
 the same happens in other stores in the shopping mall of Fortune Center. For example, an internationally famous fast fashion brand, Chongqing's only consumption of over 10000 yuan now is in the wealth center store. 
 catering sales counterattack 
 accounted for 64% of the total sales, 
 another way to develop the wealth shopping center is to strengthen the catering industry. There is a group of interesting figures - under normal circumstances, the total sales share of a shopping mall is 15%: retail, 14.18%, 11.63%, and 47.37%. But in the wealth shopping center, catering sales accounted for 64% of the total sales in June 2013. According to the data, from November 2012 to June this year, the sales and sales of the fortune shopping center in 8 months accounted for 51% of the total sales. 
 "so far, the business situation is completely beyond expectations. I didn't expect that the average daily passenger flow could reach 200 passengers. Chen Wei, manager of the tea house, located on the 2 floor of the fortune shopping center, said that the second month turnover increased by 10% in April. The turnover is relatively stable. Another Chongqing local hotpot brand leader is straight to say "regret": "early know that the wealth center store is bigger, now the shopping mall is very beautiful, there is no place to rent us." 
 according to the customer survey of the tea restaurant, its midday customers are mainly white collar workers in the wealth centers, and family consumption is the main factor in the evening. "Especially now parking free promotions attract many customers from Longhu Xiyuan to the wealth center." Chen Wei, manager of the tea house, said. 
P > low sales of passenger flow against /strong > /p
 the core is in the precise customer positioning, .
Why does the fortune shopping center complete the "counterattack" of sprinting high turnover with low traffic volume? In fact, this is precisely because the wealth center shopping center takes a special position to stand out in the many new consumption areas of Chongqing, "not blindly pursuing people's flow and competing for high gold content." P Rick Lam, general manager of Chongqing Xiangjiang Fortune Business Management Co., Ltd. 
 according to the survey, the whole northern New District with the core of Chongqing's wealth center has a planned population of 650 thousand, with a per capita monthly income of about 3850 yuan in the region, and 74% of the total number of university or higher education. The overall positioning of the Chongqing Fortune Center is the core business matching project in the region, which locks the unique noble consumption circle in the northern New Area, and the two target customers are the household consumption crowd and the white-collar consumers in the surrounding enterprises and institutions. 
 Rick Lam says this is also a special position taken by the Fortune Center in considering the special consumer groups around. The white-collar workers working around the Fortune Center have never been able to find a place to solve lunch. The appearance of the wealth center helps them solve the problem that they face every day. On the other hand, due to the surrounding middle and high-end residential areas such as Xiyuan, Nanyuan, camphor forest and so on, the large number of food and entertainment needs brought by the surrounding households are enough to support many merchants in the shopping center.