Korea’s own department store opened in Tianjin!

Korea’s own department store opened in Tianjin!

"How magnificent it is! Korea is wonderful!"

After got out of taxi, I and my friend soon realized that we were facing a grand building in front of us. It was LOTTE department chain store in Tianjin which was far more distinct than other normal Chinese department stores for its splendid appearance.

Feeling a kind of nostalgia for its Korean looks, we entered the store. As it was a week before Chinese holiday quite a lot of people were roving around which in turn made a lively atmosphere. And when we saw a variety of products displayed in a very luxurious shop window and mannequins display clothing in the center of first floor, we thought we were in Korea for a moment as it was a sight which was hardly seen around in Tianjin.

         ▲external appearance of Tianjin LOTTE department (Tianjin LOTTE provided)

  

▲interior photos (left and right)

A Korean department!

Tianjin LOTTE department is a store founded with full Korean capital and it opened on June 2011. Since it is considerably rare that Korean brands invest and build their own shops in oversees independently, this store attracted many people’s attentions after the news released stating that Korean brand LOTTE was planning to start a store in Tianjin with investing 100% Korean capital.
 
Since its opening in June last year, Tianjin store has achieved several successful results. When I asked to the general manager of Tianjin branch of LOTTE about distinct differences that this store has tried to emphasize, he said various kinds of marketing and meticulous service would be leading ones.

Soon I became wondered how indigenous people think about it. So I directly went there and was able to meet many Chinese and some Koreans as well.

An army sergeant who was on leave gave me a satisfied smile and said overall ambience was so nice and clean in response to my question which was ‘which point do you think LOTTE has their own distinct in compare to other authentic Chinese department stores?’

As I asked the question to a teenage boy, the boy exclaimed that this store was so magnificent. To be specific, he said not only there were lots of high quality products but also service was great.

"Korea is wonderful!" The boy thankfully praised Korea and made my shoulder a bit mighty.

In fact, the store opened with the target of offering distinguishing service and good products, said the general director of Tianjin LOTTE.

Most customers liked its pleasant atmosphere and sophisticating design. Especially many people showed great pleasure to the rest areas distributed in various quarters in the market. 
 

▲Rest areas around the Tianjin LOTTE (Tianjin LOTTE provided)

According to the interview with the manager, many rest areas here and there are only a part among a number of kinds of services it provides which can hardly find in other markets in China.
Some of them are bowing deeply at the waist, MVG rounge service for best customers, shuttle buses and cultural activities. Also as I mentioned above, it has its own special marketing to appeal customers.

In the interview, he explained they have adapted some good Korean productions in regard of indigenous conditions.

For instance, there are ice cream shape DM (direct mail) for children, flyers which can be seen with 3D glasses etc. Those have given a kind of refreshing jolt to Tianjin people and Tianjin LOTTE intends to keep trying many new things by sharing ideas with Korean head office.
In addition to them, new brands in Tianjin have launched in Tianjin branch which all together have shaped it to become a distinguishing department store as this kind of market has been unprecedented in Tianjin.

Also I asked visitors one more question.

It was ‘did you know that LOTTE in Tianjin was owned by Korean or the brand is Korean’s? And can you feel any Korean ambience around here?’

1 out of 2 people replied that they knew LOTTE was a Korean.

A Chinese middle aged woman said that she thought either Korea or Hong Kong. In response to my second question, she replied a discount market furnished every floor is barely seen in Chinese ones so it can be Korean style. (picture below)

                           ▲discount market which is common in Korea but not in China

Three Chinese undergraduates claimed many Korean brand products represent it as a Korean market.

 

 

▲Korean goods (clockwise/ galaxy tap, Korean traditional things, Basic House, Tonymoly)

Yet, in contrary to my expectation that there would be a few emphasises as a Korean own market, the general director stated that it does not much try to put stress on being a Korean store.
To become a global market, it advocates 'global standard' instead of persisting Korean style, he explained.

What significance does it have?

LOTTE department of Tianjin showed a possibility that Korean market can also be successful for itself in oversees including China.
Furthermore, it would be a good precedent of how to put Korean markets themselves into global marketplace.
 
However, the manager of Tianjin branch said that he thought it hasn’t reached a stage which can call this a ‘success’. Instead he claimed that they are focusing on strengthening the basics and it would be an important point when it comes to running business in China.

With heavy responsibility as a first and sole Korean independent market opened in China, they are trying to provide better service, better environment for customers at all times.

In response to my question why was it China, he stated that for China’s marketability and potential power many companies enter to China including them.

Youth are the leading role in the global market

"I think domestic market has reached saturation. At present a lot of students not only study foreign languages, but also go study abroad. Like this, quite large part of employees in our company is proficient in foreign languages. It represents in part that being global has been a requisite for each country's growth.
Or perhaps it is no overstatement to say that the border concerning economy had been eliminated already long time ago. Therefore you, youth, are so much precious asset in our country as you are the leading role in the global market.

Although it is important to study on the desk, I think it is significant to know global history and culture as well. Not merely ‘studying’ language, but learning them with interest would be far more effective. Even if it would be seemed as only theoretical advice, being faithfully prepares for your future with regarding the globe and reading many books will be a great property for you all."

After the interviews with the manager and customers, I felt very proud of my country, Korea. I hope more and more Korean brands would bravely go into the abroad market and thus introduce the excellence of Korea to the whole world.