NOVO "Minority" Department Stores Push The Buying System In Disguised Form.

In the past two years, local department stores put forward "self", "buyer" and "differentiation".

NOVO department store is located in Wangjing business district, with an area of about 30 thousand square meters and about 150 fashion trends.

NOVO department store Beijing store is the second department store that NOVO group has in the mainland market after Chongqing store.

NOVO stores in Shanghai, Shenzhen and other places mostly take the form of "store in store".

"The return period of Beijing stores may be very long, and is still in the stage of learning and fumbling."

NOVO Department admitted that it was a challenge for NOVO to jump out of the "store in store" mode and operate the Department Store independently.

Due to the prevailing mode of joint point deduction, the whole department store industry in Beijing has been enveloped in a homogenized atmosphere for a long time.

This situation has caused the price war to be intensified, and the profit space of the enterprise is further compressed.

The appeal of the industry to go back to its own camp is endless. But up to now, there is no significant step in the domestic business.

In Beijing NOVO department store, though most businesses still have a deduction.

As a matter of fact, many brands of NOVO department store have obvious marks.

According to a high-level introduction of NOVO department store in Beijing, in order to highlight the difference, many commodities of "NOVOPLUS" are NOVO group using "buyer" buyout style, only selling in NOVO shop.

Serve as an experimental field for Industry

NOVO department stores are targeting three categories of goods, targeting 20-35 year old "minority" customers, and introducing dozens of brands into the capital for the first time in a marketing mode such as disguised self catering and buying system.

In fact, in recent years, in order to find new profit growth points, large commercial enterprises such as Wangfujing and new world have begun to make articles on market segmentation.

According to the insiders, the success or failure of NOVO department's future operation is difficult to predict, but it is likely to become the touchstone of the department store that is willing to pform itself into a self operated department store.

If the business model is proven to be a firm foothold in the market, it may prompt Beijing business to turn a new leaf.

Wang Chengrong, Dean of Beijing Institute of Finance and trade, believes that the constant addition of similar shopping malls and brands is not a sign of commercial prosperity.

In the process of building an international business center, Beijing needs rich and colorful shops, brands and formats to diversify the business ecosystem of the Beijing market.