New World Department Store China Limited-New Shopping Model Brings Convenience to Customers

Company Profile
New World Department Store China Limited (New World Department Store) is China’s biggest department store owner and operator as well as the retail flagship of New World Development Company Limited in China’s mainland. New World Department Store shoulders the duty of ”innovation, vision, efficiency, and building a new model for China’s urban fashion life” and tries to improve consumers’ life quality by providing diversified commodities and qualified service with keen determination.
 
Challenge
With the increasing pace of people’s life, consumers expect more convenient and human-oriented shopping experience, and hope to participate in more social activities while doing shopping in the mall. However, the reality is that, many department stores could not meet the shopping demand of consumers. Furthermore, the rise of internet and mobile internet has led to the lack of actual interaction in emotional and information communication as well as other social activities. And shopping online by more and more people has exerted pressure on traditional department stores. Under the crisis of double pressure, how to restore the attraction of department stores is a pressing issue.
 
Solution
New World Department Store has decorated the mall in an all-round manner to create a brand-new shopping environment. It repositions itself by getting to know consumers; segments the market and provides differentiated services for various recipients. With the theme of “fashion” and “unique style”, New World Department Store sets up Fashion Gallery, and sells various kinds of fashionable dress as well as themed general merchandise. It highlights mashup style, introduces exclusive brands and commodities and is devoted to becoming the fashion landmark in other cities. The Living Gallery integrates operating elements of department stores and malls so as to achieve one-stop shopping.
The image innovation plan of New World Department Store is divided into 3 steps. The first step is to reform commodity portfolio; the second is to improve pictures, decorations and designs in the store; the third is to upgrade services for VIPs and customers. Since the implementation of the plan, New World Department Store has advanced gradually in due order and upgraded services for VIPs and customers, commodity portfolio, pictures, decorations and designs in the store as well as decorations and shopping environment in its branches in order to bring to the customers commodities, services and shopping experience of good taste and unique style. In addition, New World Department Store has promoted image innovation in different phases and regions. By far, there have been 16 branches with brand-new images, and the entire image innovation plan was completed in 2012.
 
Achievements
New measures of New World Department Store have provided comfortable new shopping experience for customers. As a result, their shopping experience and degree of satisfaction have been enhanced greatly. Moreover, in a good shopping environment, customers could put away their electronic devices for some time so that they could strengthen the emotional communications with families or friends. New World Department Store has yielded tremendous benefits from the plan. Therefore, despite the impact from internet shopping and other emerging shopping models, it has achieved growth against the trend and gained great achievements.
 
Prospect
Under the challenge of the wide spread of internet shopping, New World Department Store has successfully launched the new one-stop shopping model which is not only the successful attempt of New World Department Store, but also provides a good example for its counterparts to rise up to the challenge and achieve growth against the trend in the new situation.