In the southwest corner of Xinjiekou, Orient Department Store and Nanjing International Finance Centre (IFC) are being bridged together; in the southeast corner of Xinjiekou, the fusion of Nanjing Cenbest and Nanjing International Trade Centre is underway — The retail territory of Sanpower line has occupied half of Xinjiekou area.

The blueprint of Sanpower’s business district is also gradually becoming clear. Currently the barrier between the World Trade Centre and Nanjing Cenbest is being razed so as to expand the commercial space of Nanjing Cenbest; moreover, IFC will be fully docked with Orient Department Store in accordance with the actual situation. Eventually, the four trade entities will be integrated through the modern three-dimensional exterior.

Changes, however, go far beyond the exterior. According to Chairman of Sanpower Yuan Yafei’s planning, Nanjing Cenbest, oriented towards mass and fashion, and Orient Department Store, oriented towards cheaper luxury and quality, will hopefully instill exotic business charm in Xinjiekou, China’s largest business district, after introducing the 164-years of operation philosophy, supply chain system and business service model of House of Fraser (HOF), Britain’s time-honoured department store.

As of 2015, the idea of buyers and private brands will have wider presence in Xinjiekou. The UK’s unique brands will edge their way in, bringing the designers’ novel fashion ideas for consumers. By placing their orders online and taking delivery in physical stores, consumers will experience fresh service models …

Nanjing Cenbest: 62 years’ Operation Highlights Business Nature

Wu Xiaomei, General Manager of Nanjing Cenbest, said that due to the impacts from the market, the developing space of traditional department stores is limited, with most domestic department stores mired in predicaments. The breakthrough for Cenbest is reflected in the diversification of its operation types. For example, after introducing popular catering brands on the 8th floor, the business condition of most stores have been very satisfying during the recent one year.

“The current situation is not the same with the past, as the way of living is undergoing huge changes.” In Cenbest's newly recruited members, those aged under 30 account for about 60 percent of all consumers, which change comes from its introduction of fashion brands. “We want to attract those young shoppers to Xinjiekou and integrate the commodities, not only to meet the needs of existing consumer groups, but also to upgrade the brands reasonably.” Wu said that after adjusting the second, fifth, sixth and seventh floors, sales have risen with varying degrees.

In the years to come, the integration of Nanjing IFC will provide Cenbest with a larger space to thrive.

To Wu’s mind, firsthand experience is a critical and unique aspect of department store business, which is unparalleled and irreplaceable by e-commerce. “Clothing, which is not a standardised product, is a typical case in point. The same garment may yield different feelings on different people, and this very feeling is the majority of the consumers’ mindset that we must unearth.”

From January to July, Nanjing Cenbest was one of the few retail businesses in Xinjiekou area that had seen positive growth in sales. To prepare for new developments, Cenbest has now drafted a reserve of 50 commercial brands. After further screening in the meeting of the Group, those most appropriate for the positioning of Cenbest will be introduced.

Orient Department Store: Serving Retail Customers Well is the Basis of Business

In the business landscape of Sanpower line, Orient Department Store will become a unique shopping site in Xinjiekou.

Through fusion with floors 1 to 6 of IFC, Orient Department Store will bring in the business quintessence of the 164-year-old HOF of the UK — including its own brands, exclusive designer brands. The highlighting of British elements will endow Orient Department Store with deeper cultural connotations.

Statistics show that the close rate of customers who enter Orient Department Store has hit 70% to 80%, with elite white-collars as the stalwart consumers. According to some brand owner in the store, “(the mall is) so accurately positioned that it has greatly boosted the close rate upon the inflow of customers.”

Retail customers are the source of business performance; hence serving them well is the basis for business operations. Bearing this in mind, Orient Department Store has been steadfastly adhering to the notion of exceptional membership preferential policies. From the beginning of the year to date, Orient Department Store has hosted 14 VIP special promotions, which have effectively augmented VIP members’ activity and loyalty. Moreover, in the imminent official debut of the 62nd anniversary of Cenbest Group, more than half of the brands in the shopping mall have made the best promotional efforts in the entire Xinjiekou Area.

Support for the brands has also ratcheted up a number of brands’ sales. “We’re not so worried about the impact from online shopping.” said the marketing manager lightly. Oriented at fashion and elegance, Orient Department Store targets customers aged between 30 and 45 years old, who pursue exquisite and high-quality life. Perhaps it’s the mall’s insistence on the accurate positioning as well as control of brands that has brought Orient Department Store’s unique charm to the fore.