"Where to go on the trip to the Central Plains, Zhengzhou Asia!"
This is an unforgettable advertising slogan for people who were the same age as Liu Lang in his previous life.
"Yan Wu, Yan Wu, a song brings love!"
"When you see the oasis on the horizon, you will think of Qiluowa from the East!"
“Nescafé, it tastes great!”
"There must be a road before the car reaches the mountain, and there must be a windmill if there is a road!"
“Goldlion, a man’s world!”
These are all advertising slogans, but each sentence is deeply engraved in Liu Lang's memory. Let alone him, who of his generation has not heard these advertising slogans? For his generation,
These advertising slogans are truly as unforgettable as the Journey to the West TV series.
It's not because these words are so classic, but because in that era when TV stations only had three or four channels, you couldn't have more choices. They were bombarded several times or even dozens of times a day, and even a fool would lock them up.
Keep it in mind.
Similarly, the slogan "Where to go when traveling to the Central Plains, Zhengzhou Asia" has been firmly remembered by countless people across the country. Even if many people do not know what Asia is, they will have heard this slogan.
What is Asia Asia? It is actually a shopping mall. A shopping mall has influenced a generation. This shows how much Asia Asia Mall has influenced the times.
In his previous life, Liu Lang had read a lot of information about this shopping mall. Asia Asia was formerly Zhongyuan Real Estate Company, a subsidiary of the Central South Provincial Township Enterprise Bureau, whose main business was real estate development. It cooperated with the leasing company affiliated to the Central South Provincial Construction Bank and jointly invested 10,000,000 yuan.
Yuan is planning to build a department store and plan to rent out the shops in the mall to make profits after it is completed.
The shopping mall is located in the "Sanqi Square" in the downtown area of Zhengzhou. It was supposed to achieve better returns. However, after it was completed, it was ignored for a long time due to a lack of business opportunities. Both companies were faced with the financial difficulties caused by the high cost of the preliminary construction.
pressure.
The then general manager of Zhongyuan Real Estate Company made a desperate move and prepared to run the shopping mall by himself. He hired Wang Xiaozhou, then deputy manager of the home appliance shopping mall affiliated to the Zhengzhou Trust Company, to serve as the general manager of the shopping mall. Wang Xiaozhou also became the first professional manager in New China.
people.
In July 1989, Zhengzhou Asia Shopping Mall with a business area of more than 10,000 square meters officially opened.
At that time, China's business community was still in the era of transformation from a planned economy to a market economy, in which the planned economy was still in a dominant position, manifested in the dominance of state-owned commerce.
The common people's impression of shopping malls is still that of cold counters and superior salespersons. Most consumers still have to carry cloth stamps, food stamps, cooking oil stamps, and bicycle tickets.
Asia Asia broke this situation. The grand opening day was later regarded as a milestone in the reform of China's department store retail industry.
The new shopping mall breaks away from the stagnant and cold-faced sales staff of traditional state-owned shopping malls, and instead faces consumers with a brand new look.
In terms of service, the salespersons of Asia Shopping Mall have received early training. They are uniformly dressed, have good looks, and are articulate. They all speak Mandarin. When they see customers, they bow first, then say hello, and never say no.
There is also a strict "three-tone service" in the management of salespersons. There is a greeting to greet customers, an introduction to receive customers, and a farewell to customers when leaving.
At the end of business, all shopping mall employees and salespersons must stop all work at hand and stand at attention to watch customers leave.
In addition, the shopping mall is also equipped with welcome girls, public relations girls and song and dance performances. There is a piano stage in the center of the hall, and musicians will perform on the stage every half hour.
In order to attract customers and create a unique commercial brand, the most beautiful young girls in Zhengzhou at that time would go through three months of rigorous military training to create an honor guard similar to the Tiananmen flag class. They would raise the national flag and play the national anthem at the entrance of the shopping mall every morning to entertain the onlookers.
Customers performed a queue performance, which once became the most famous viewing attraction in Zhengzhou.
In addition to service personnel, service measures are also carefully arranged. In addition to being able to shop at will, Asia Asia Mall also offers: out-of-stock registration services, after-sales distribution services, shopping knowledge lectures and children's playground services to optimize the shopping experience for customers.
In terms of marketing, the mall invested hundreds of thousands of yuan in advertising and marketing, which was equivalent to the total annual advertising expenses of all Zhengzhou malls at that time. For a time, the slogan "Where to go on Sunday? Asia!" spread throughout the streets and alleys of Zhengzhou.
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These arrangements and settings seem to be commonplace now. Today, when all parties are promoting the experience economy, major shopping malls are more humane than these actions, and meticulous services are emerging in endlessly. But at the time, these reforms could be said to be groundbreaking and unprecedented.
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On the opening day of the mall, the streets in Zhengzhou City were empty. People were allowed to enter the mall in batches while a human wall was arranged. At 6 p.m., the mall was forced to close early because more than 90% of the goods on the counter were sold out.
Under this operating model, Asia Mall achieved sales of 90 million yuan in just seven months after its opening. In 1990, it reached 180 million yuan, and realized profits and taxes of 13 million yuan. It entered the national market within one year.
Fifty large department stores rank among them.
In 1990, Asia Mall was still a local shopping mall, but in 1991, Asia Mall became well known to the Chinese people in a short period of time. This originated from the famous "Central Plains Business War" that began in 1990.
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The great success of Asia Asia Mall has caused "dissatisfaction" with other state-owned shopping malls in Zhengzhou.
Around 1990, Hualian Commercial Building, a large state-owned shopping mall giant in Zhengzhou City, Zhengzhou Department Store United Commercial Building, Mall Building, and Zijingshan Department Store jointly established the "Zhengzhou City Large State-owned Commercial and Retail General Managers Association". They exchanged letters
China did not blame Asia by name, but warned all member units and suppliers not to do business with "such units." Price coordination meetings will be held regularly among the five major shopping malls.
At the same time, several major shopping malls sent personnel to each other to secretly copy each other's product low prices, poach each other's talents, and conduct bidding and promotions. For a time, Zhengzhou's "Sanqi Square" was filled with the smoke of commercial war.
In February 1991, the national television station filmed a six-episode TV special "Business War" with Asia and Asia as the main theme. As soon as the program was broadcast, Zhengzhou Asia attracted national attention. Within two months after the broadcast of "Business War", the whole country
More than 180 companies from various places organized groups to visit Asia Asia Mall to learn from it.
On the other hand, in order to avoid the joint "blockade" of state-owned giants and solve the supply problem, Asia began to purchase goods from state-owned shopping malls in counties around Zhengzhou, such as Xuchang, Luoyang and other cities. This move instead accumulated "a
The folk "praise" of "Five Enemies" and "dare to be the first in the world" was widely imitated for a time.
After vigorous publicity by the national television station, Asia Mall took advantage of the situation and directly advertised on the national television station. In the second half of last year, you could hear the "brainwashing" advertisement on the national television station every day: Where to go on the trip to the Central Plains?
Zhengzhou Asia!
Asia Asia Mall has been a great success, and its business method has also awakened people in the domestic retail industry from their dreams. It turns out that this kind of service method of "being a grandson" can make ordinary people flock to it. As long as they can make money, let alone being a grandson.
It doesn't matter if you are a cow or a horse.
As a result, shopping malls across the country began a reform and imitated Asia's business philosophy. This was the service concept that later generations regarded customers as God.