ÆON Beijing International Mall Shopping Center | Corporate Social Responsibility

CSR for Global Development
Our overseas business is one of our important pillars that support the growth of the ÆON Mall. Following the ÆON Beijing International Mall Shopping Center, we opened a shopping mall in Tianjin where will also be a key player in the international project, in last FY. Here is a report regarding the efforts we are conducting in order to become the chosen commercial facility by both customers and partner companies, by overcoming the barriers of language and culture.

About one year after the opening of the shopping mall in November, 2008, we lacked name recognition, and as such had difficulty attracting customers. However, in fiscal year 2010, sales were 1.6 times as large as in the previous year, and the customers who came to the shopping mall reached twice to three times in number. On the weekends, the parking space with the capacity for approximately 3000 cars becomes full.

The suburban districts of Beijing have suffered from traffic congestion and steep land price increase while enjoying enhancement of infrastructure. With these conditions coming together, we feel that the ÆON MALL business model, with wide surface parking space and enabling customers to enjoy shopping in a leisurely pace gained ground. In addition to this, we think that we are accepted because we made an approach to help store making that the local large scale commercial facilities did not, as well as steady store management after the opening of the store such as support for specialty stores, regular measures to attract customers, and facility maintenance. We feel that these were what yielded results.

For the purpose of adding value to office buildings and condominiums, in Beijing, you see a lot of commercial facilities being built as an addition to them. However, we have thought through what shopping malls should be and what to do to make customers happy. I feel that it is this corporate attitude of ÆON MALL that has permeated into customers and specialty stores by the day.

We were told that the there was nothing in the suburban area, 30 to 40 minutes away from the urban area where we were going to build the shopping mall. However, in just two years, a large scale housing complex was build and even a subway has opened. We have witnessed the creation of a new town equipped with urban functions in a speed unimaginable in Japan, centered on our shopping mall.

Even so, this doesn't mean we were feeling at ease. In China where the rise in land prices is impetuous, the contract term renewal with specialty stores is set short term. Therefore, including the replacement of specialty stores, what becomes important is how we can continue to keep the shopping mall value up.

I think that the awareness of customers towards the environment will also change tremendously over the next three to five years. We therefore need to be a commercial facility that can properly lead the awareness of customers when this happens.

In Beijing as well, I would like to establish as early as possible, an image of an ÆON MALL where a family pushing a baby buggy enjoys shopping and smiles never cease.

Naoki Yoshino,
General Manager (Current General Manager of Kyoto Family)

The Life Science Park Station on the Subway Changping Line adjacent to the shopping mall

I studied in Japan from 1993 and previously worked for a Japanese transportation company. In our company, many decisions and discretions are left to the local shopping malls. And, even if you make mistake, you need not to hold sole responsibility. So, although there is pressure, you can take on challenges with an easy mind. What is especially great about this company in terms of it being a pleasant place to work is that we are always made to become aware of the goal of what each and every one of us wants to become in three or five years.
I would like to study about development and other businesses, and become the General Manager someday.

Wang Yong, Sales Manager

A Sense of Reassurance Unattainable with Independent Stores

Mitsuaki Imukai, Store Manager, "Tomikinton"

When opening the ÆON Beijing International Mall Shopping Center, our company decided to open a tonkatsu (pork cutlet) specialty store in it. Thinking that this will be a good opportunity for me to make use of my Chinese as spent some time studying in Taiwan, I put applied for the post. After about a year after opening the store, it was obvious that we were getting more customers, and sales were also increased to about 1.5 times.

I think it would have been more difficult if this was an independent store. Because if that was the case, I would have had to talk directly to the fire and sanitation related authorities. In this way, I have this feeling of being protected by ÆON. As long as we abide by the rules of the shopping mall, in general, nothing can happen, and staff management is easy too. Also, having a Japanese staff member at the office is also helpful. Following to the instructions the kitchen is always clean.

Cleaning the grease trap

Tight Communications

Wang Juan, Store Manager, "LILY (Fashion)"

I started this store in December, 2010 as a franchisee. Although it hasn't been long since it opened, sales are comparable to those of independent stores in the busy shopping streets. I actively communicate with the shopping mall's sales person in charge of fashion; we talk about sales situations and selection of goods, and I also even get advice on such matters as what may sell this season and how to set up store displays, etc. Checking out other specialty stores is also enlightening.

I believe that rules should be firmly established. So, I was not resistant to the shopping mall's operations and management. The staffs of the shopping mall work with a sense of responsibility, so we would like to live up to that and work on increasing sales.

Fairness to All Specialty Stores

Bai Xiao Feng, Store Manager, "Zhi laohu" (Book Store)

We are expanding our bookstores centered on Beijing and Shanghai. When we opened the store, the shopping mall put effort into publicizing and advertising on their website, in the shopping mall, and at stations, and this was very reassuring. We have stores in other large scale commercial facilities, but I feel that ÆON MALL's operations and management is highly transparent and fair to all tenants. Rather than the rules being strict, I see them as being steadfast. Once a month there is a Store Manager's meeting; I am grateful for being able to share all sorts of information.

The Clean and Green Activity is conducted throughout the ÆON MALL on the 11th of each month. The ÆON Beijing International Mall Shopping Center has been undertaking community cleaning and so forth in cooperation with people of the neighboring Shigezhuang Central Primary School.

This community has developed a great deal since the construction of the ÆON MALL. It has provided a lot of employment to neighboring residents, and there has been an increase in people who have moved here from far away to work. I am also pleased that this school has gained more widespread recognition. Teachers frequently conduct meetings at the restaurants in the shopping mall and the children also look forward to having their parents take them there.

In our school, we broadcast announcements at our school to inform students on matters of the environment. With that, we thought that if we cooperated with the ÆON MALL, we may be able to further heighten the children's awareness of the environment. As such, we decided to participate in the clean activities.

After the children picked up garbage with the staff of the mall, they were all given flower seeds. Each of the children's drawings was even exhibited at the mall, and the children were delighted. The children's guardians also thought this was great, so we are thinking of cooperating in such activities in the future as well.

Zhang Lingling, Head of Moral Education

By participating in the Clean and Green Activity, I was able to really understand the importance of protecting the environment. My parents also said it was a good thing. I was really happy when I found my drawing that was exhibited in the big clean Mall. I want to become a designer or an artist when I grow up.

Wang Xinyi, Sixth grader

After we did the cleaning, I felt that the trees and sky looked more beautiful. The earth is everyone's mother; I think we all need to protect it together. After participating in the cleaning, I started to clean my own house too. My dream is to one day become an actress.

Li Jiayue, Sixth grader