Mall department store annual work report

After the major renovation and renovation in XX, the department store area of ​​our store has been greatly improved in terms of brand structure, brand quality and shopping environment, and has also been improved in terms of sales. But compared with competitors, there are also shortcomings. To this end, the following analysis was made after the market adjustment:

The advantages of our store are mainly reflected in the following aspects:

First, the brand quantity and quality occupy a certain advantage, with a large brand aggregation effect.

After major adjustments, our store has been greatly improved in terms of brand quality and quantity. The number of brands before the adjustment is about one hundred and two. The number of brands after adjustment is about 170, and the sales volume is up by 50. More than %, and currently there are more than 120 brands in the department store. In the introduction of the brand, pay attention to the nature of the manufacturer's operation, increase the proportion of direct sales of the factory, and introduce a brand with a certain brand awareness, but the price is moderate according to the market positioning. For example, in the XX year adjustment, the newly introduced Azhe and Macchia Brands such as Duo, Yixun, Yiben, Luomanqi, etc., sell well, can meet the needs of the local market, the price is moderate, and belong to the factory direct nature, supply, promotion and other aspects can meet the requirements. In terms of brand awareness, our store also has certain advantages, such as the Belle system in the leather shoes area, the popular style in the women's area, the Mochanu, the Caroline, the Wesman, the clothing color, the sports area, Adidas, Li Ning, Jordan. Bed area De Beers, 黛Fu Ni and so on.

Second, the form of promotional activities is more diverse.

The sales form of xx department store is relatively simple, and the promotion form and content of my store are more diverse. In the middle of XX, while doing regular promotion, a series of category promotion and cultural promotion or promotion were launched. In June, related promotions were organized around the World Cup, Father's Day and Dragon Boat Festival. During the World Cup, the focus was on sports promotion and promotion, and the static sports area and live TV area were set up. During the Father's Day promotion period, contact men's wear, men's leather shoes, leather goods for off-site sale, highlighting the theme of Father's Day. In October, the “Cosmetics Beauty Skin Care Month” was launched, and the department launched a beautiful outing. Love is in the golden autumn, and the theme of the gift is unlimited. At the same time, increase marketing efforts, try new promotional methods, such as limited time to buy, has achieved significant results in sales promotion.

In terms of cultural promotion, increase the promotion of themed activities, such as the Skin Care Festival and the Happy Summer Festival. In response to the summer vacation, the “Happy Summer Festival” was launched, and the children’s wear area was arranged in an atmosphere, the model static exhibition, the children’s clothing product knowledge corridor, etc., together with Aide Kindergarten, jointly held a children’s clothing show and cultural performance, and carried out a baby’s Competition for parent-child activities. In November, the men’s fashion dress up competition was held under the theme of “My Fashion, I am the Lord”. At the same time, during the Christmas period, the literary activities of "Happy Christmas, Children's Dreams" were held.

Third, the promotion activities are relatively stronger.

The frequency of promotion activities in Wanjia Department Store is relatively small. Except for major holidays, there are fewer promotions at other times, and sometimes there is no unified promotion for one month, which cannot be compared with Tianhong or my mall. In the recent large-scale promotion activities of Wanjia Department Store, most of them are in the form of “buy and change”. They need to make up the number and have a mantissa, which is more likely to cause the order, and the “double” of my shopping mall is not necessary to make up, no tail, and substantially discount. Larger, customers are more willing to accept.

Fourth, the department store features are more prominent.

After major adjustments in XX years, the business area of ​​our department store has further expanded, the concept of department stores has become more prominent, the number of brands has increased, the quality of brands has been optimized, the brand effect has been revealed, and market competitiveness has been further enhanced. At present, in the minds of most customers, Wanjia is still the impression of a big supermarket. No matter the shopping environment or brand combination, the degree of importance, and so on, there are certain differences between me and the mall.

There are also advantages in the advantages:

First, the supermarket's gathering effect cannot be compared with Wanjia.

Wanjia supermarket area is designed according to the layout of the hypermarket, and the gathering effect is stronger. At the same time, the dynamic line design in the field is closely integrated with the passenger flow in the supermarket area. The supermarket area has a large passenger flow and has a large advantage in the local market. The advantage of super urban area has driven the sales of department stores. The shopping mall implemented by our shopping mall is the department store-based, supermarket-assisted business model. The supermarket's gathering effect can't be compared with Wanjia, and it can't play a good role in the department store's moving line design.

Second, parking is difficult:

With the increasing number of customers driving and shopping, parking is convenient to become a standard for car owners. The difficulty of parking makes the high-end customers of our store lose a lot, which has a relatively large impact on sales. Parking difficulties are a major problem that restricts the operation of my shopping malls, and it is also a competitive disadvantage that my shopping mall cannot avoid. And Tianhong or Wanjia parking spaces are more affluent, which naturally becomes the first choice for high-end customers to shop.

Third, the membership system:

In order to better play the role of the membership card and improve the loyalty of the member customers to the branch, the members of Wanjia can enjoy the discount of 9.84 fold for the entire category or even the entire product. The member day and the member exclusive items are not regularly released. It reflects the importance attached to the members, and although the membership card of our company also has the distinction between gold and silver cards, in actual operation, all the membership cards have only discounts for points, although the department store category discounts were introduced some time ago. It mainly refers to the right-priced goods can enjoy the corresponding discount, but the chance of the regular price of department stores is relatively small, so the actual significance is not great, thus losing a great significance of the gold and silver card. It is recommended that the company make corresponding settings according to the membership level in the system. Different member levels can enjoy the corresponding discounts as long as they swipe the card, and the system automatically generates, so that members can enjoy the real discount. In addition, in Wanjia, you can enter points by entering the phone number or membership card number. In my shopping mall, you must swipe your card at the checkout counter to make points, which is inconvenient for customers to shop, which is easy to cause the loss of member customers.

Issues that need to be considered or resolved by Headquarters:

Further improve the featured services and supporting projects:

Should stand on the customer's stand, constantly think about customer needs, improve the corresponding special services, meet customer needs, reflect a kind of human care, enhance the connotation of the mall. For example, the Rainbow Shopping Centre has launched a free mailing and convenient self-service financial service. The service desk has added some services: free drinking water, mobile phone stations, convenient umbrella rental, regional maps, bus route inquiries, free convenience boxes, etc. The front desk staff's dress is professional and elegant, showing the style and standard of high-end shopping malls. Therefore, appropriately improving the image service status such as front desk service is a necessary means to improve the quality of personnel in this position. Add some supporting items, such as ticketing, dried flowers, water clusters, fabrics, men's boutiques, home accessories, water bars, snack bars and other projects, improve business items, meet customers' demand for one-stop service for shopping, leisure and catering,

Attracting the footsteps of many customers and increasing the popularity of the store.

Lack of binding on vendor management has affected the execution of the department.

Due to the limited permission of the on-site department and the cumbersome handling process, the department lacks binding force in dealing with the violations of the manufacturer's site. The manufacturer is indifferent to the on-site management and affects the on-site execution. For example, if the source of goods or rectification matters are overdue, the department can only report and wait for processing at a different level. The processing is long and lacks timeliness. This will further increase the difficulty of on-site management. Whether the company can give the on-site department a certain processing permission according to the nature or extent of the problem, according to the company's relevant management system, such as the punishment of less than 200 yuan, can be directly handled by the on-site department report branch manager. This will help improve the efficiency and execution of the field department.