Every shopping center will face the process of multiple positioning and focusing at every stage of its life cycle, and it is necessary to constantly check whether the services and products provided match the characteristics, needs and preferences of local consumers.
The first positioning and focusing is in the planning stage before the start of the project. The second positioning and focusing is between six months and one year after the project is opened. Don't look for a solution after the problem appears. For commercial real estate operators who are in the planning stage and just started business, the case of Qingdao Vientiane City has brought a lot of thoughts.
Before the opening of the business, the number of fans in the official Weibo of Qingdao Vientiane City had exceeded 10,000, and the number of fans in the official WeChat account was also the highest in Qingdao Shopping Center, but the attendance was lower than expected. Some marketing activities can attract a large number of passengers, but the consumption conversion rate in venues is obviously insufficient. Based on various phenomena, the preliminary prediction of China Business News data is that the services provided by Vientiane City do not match the characteristics, needs and preferences of local consumers.
First of all, China Business Data captures people's behavior trajectory data through mobile phones, thus inferring the distribution of consumers' residence and workplace, and locking the distribution of consumption destinations in the residential areas of visitors, thus accurately describing the characteristics of customer groups and redefining the competitive relationship of Qingdao businesses. Then, the high-frequency and low-frequency tags are processed for visitors, providing sufficient data support for loyal customers and low-frequency customers with strong ties respectively.
By integrating the data related to residents and consumption in Qingdao, as well as field monitoring and snapshot data, the data of Chinese businessmen are disassembled from both internal and external levels, and the big data analysis of Vientiane City is systematically carried out.
For the catering format, China Merchants Data collected online data of more than 1 1000 restaurants, and comprehensively analyzed the consumption preferences and category distribution of Qingdao residents according to the dimensions of time period, taste, category, working meal and weekend meal.
Further comparative analysis of the catering formats of the venue and competing products shows that among the favorite snack categories of Qingdao citizens, there are obviously fewer shops in Vientiane City than competing products. Seafood and local snacks, which are also favored by Qingdao citizens, lack categories in Vientiane City. In view of the above problems, China Business Data suggests increasing seafood restaurants and small-scale fast food snacks.
In terms of fast fashion, although the total number of brand stores in Vientiane City ranks first in Qingdao, the stores are distributed on the fourth floor. With a total volume of 450,000 square meters, once similar brands are dispersed, consumers with actual purchase intentions will wander around the venue in an ineffective way.
Through the analysis of domain big data, it is found that there is a lack of interaction between fast fashion brands, and the conversion efficiency of users' consumption demand for fast fashion goods is low.
Belle Plaza's fast fashion category has many advantages, and Zara's sales volume is almost twice that of Vientiane City. From the perspective of commercial concentration, the commerce of Belle Plaza is relatively concentrated. In terms of brand pricing, the brand grade of Belle Plaza is relatively low and the price range is more reasonable. In terms of product style, Belle Plaza is dominated by Shaoshu style, and Vientiane City has no obvious style characteristics.