under Business Portfolio “Department store group” (Department Store) The Central Retail Group consists of 2 main department stores: “Central Department Store” There are currently 25 branches and “Robinson Department Store” The department store that Central acquired in 1995 and currently has 49 branches.
Both department stores positioning, target groups and different branch locations are “Central Department Store” Catch the upper-middle market while “Robinson Department Store” focus on broad market
The location of the branch “Central” It will open in a location in the heart of the city. Major economic provinces, major cities and tourist towns to capture Thai customers and foreign customers
while “Robinson” Opened in the location of the secondary city medium sized city or areas secondary to the Prime Area and the main district to penetrate deep into customers in each locality/area
However, this time, we began to see “Central Retail” gradually changing some Robinson department stores. to a Central Department Store
year 2563
– “Robinson Mega Bangna” After being open for service since 2012, it has been changed to “Central Mega Bangna” Inside the Mega Bangna shopping center With a budget of 50 million baht for a makeover, on an area of over 13,000 square meters and more than 1,000 brands, opened on July 2.
– “Robinson Udon Thani” It is considered a department store that has been with Udon Thani for a long time since 1995 in the Charoensri Complex Shopping Center. of the Tikathananon family, later “Central Pattana” Acquisition of assets in Charoensri Complex Project, consisting of
1. Ownership of the land area of 45-2-86.5 rai, located on Prajaksinlapakhom Road, Mak Khaeng Subdistrict, Mueang District, Udon Thani Province.
2. Shopping center building, 5 floors high and 1 basement floor
3. Department store building, 3 floors high
4. 14-storey hotel building
after acquisition has undergone a major makeover and opened as “Central Plaza Udon Thani” in 2009 by “Robinson Department Store” remains one of the center’s main magnets
Until last year, the Central Retail has changed from Robinson Department Store to “Central Udon Thani” It is the 24th Central Department Store in Thailand with an area of over 20,000 square meters and over 1,000 brands.
year 2564
– “Robinson Khon Kaen” After being open for service since 2009, it will soon be changed to “Central Khon Kaen” Inside the Central Plaza Khon Kaen Shopping Center, the opening date is December 7th.
Why did Central Retail decide to change Robinson Department Stores in some locations and branches to Central Department Stores? ? and this is 3 The main reasons why each item is connected include:
1. Urban expansion and economy
Today around the world there is an expansion of urbanization. (Urbanization) by United Nations It is predicted that by 2050 the population living in urban areas will increase from 55% to 68%, and housing change will shift from rural areas. more urban area This trend is happening in Thailand as well.
As can be seen, the current city/province economy not concentrated only in large cities/large provinces but has expanded to secondary cities or more secondary provinces according to the development of various factors Whether it is infrastructure such as transportation systems, as well as investment in various industrial sectors such as real estate, manufacturing, access to technology, lifestyle changes. and rapid exposure to new trends
Therefore, as a retail business It’s a business in a lifestyle. And the development of the country and the city must be adjusted to suit the changing context of each era.
like changing to Central Mega Bangna because of its location in Bangna area–Trat today has become a high potential economic area on the eastern side of Bangkok due to positive factors such as
– It is both a route connecting to the eastern region, including Chonburi, Chachoengsao, Rayong, where all 3 provinces are located in the EEC economic zone.
– Near Suvarnabhumi Airport
– MRT Yellow Line Project and double-track railway
– Expansion of real estate projects In which Bangna-Trad is another dense location of the housing estate project. Currently, there are 18 projects with more than 70,000 households.
– Near a large industrial estate
– There are hospitals and schools
People living in Bangna-Trad area Therefore, there are both traditional families who have been in this zone for a long time. and a new family – new people who moved to buy housing in this area make the population in this area diverse
or in the case of changing from Robinson Udon Thani to Central Udon Thani because of the potential in all aspects such as
– Udon Thani Province It is the center of the upper northeastern region. and has a development goal “A nice city The center of trade and investment in the Greater Mekong Sub-region” makes it one of the important economic provinces of the Northeastern region.
In 2019, Udon Thani’s gross provincial product (GPP) was 113,887 million baht, ranked No. 1 in the upper Northeastern provinces and No. 4 in the Northeastern region. after Nakhon Ratchasima, Khon Kaen and Ubon Ratchathani respectively and 26th in the country
– Central Udon Thani is not only serving consumers in Udon Thani. but also covers various provinces of the upper northeastern region including consumers from Lao PDR who crossed into shopping and use various services in Thailand such as hospitals, which are mostly consumers with high purchasing power
With such factors, Central Retail wants to develop Central Udon Thani as a new landmark for shoppers in the northeastern region.
as well as changing to “Central Khon Kaen Department Store” due to the expansion trend of Khon Kaen Province
– Gross Provincial Product of Khon Kaen (GPP) 200,000 million baht
– It is an education city, medical center and logistics center of the Northeastern region.
– The provincial strategy aims to promote and develop innovation and technology to become a Smart City and MICE City.
2. Lifestyles and consumer behaviors to increase spending
when the city and economic expansion what follows is Changes in lifestyle that require better living increased purchasing power And consumer spending behavior will be Trading up, that is, consumers raise the level of their purchases. and update new trends to meet their own satisfaction therefore willing to pay more In order to obtain products – services of better quality more comfortable and update lifestyle to stay in trend
3. Offer more “premium brands” leading to sales growth.
when converted to a Central Department Store besides decoration Make it more modern can also present the brand and products more than 1,000 brands especially “Premium brand” such as Dior, Chanel, Nars, Sisley, Dyson as well as brands that are sold exclusively at Central. (Only@Central) and Exclusive Brand products, including beauty, fashion and home decorations, which are the outstanding category of Central Department Store.
when there is a brand and more products Help create a diverse shopping experience for consumers. It will make consumers enjoy shopping. And of course, Central Retail would expect the transformation into a Central Department Store. which raises the army of famous brands both from abroad and many Thai things will drive sales of that branch To grow more as well.
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