Big Names Have Been Evacuated From A Separated Tragedy.

Once

Disappeared "big name"

More than 1/3 of the shops in the department store have been closed, and in addition to the cashier and

The porch of artificial marble and the half open crystal glass door are like a barrier that can not be overtaken by nature, so that the department stores are so mysterious and arrogant.

From the day of the opening day, Mr. Liu Tianming, who frequented the department here for many times, has not experienced the experience of visiting the department stores in the United States recently. "There are fewer and fewer shops in the shop. The international brands of Valentino, PIAGT and Swarolski on the first floor do not know why, and all the four buildings are now beyond recognition.

According to Liu Tianming's personal statistics, as of August this year,

In fact, as early as last summer, there were rumors about the withdrawal of many international first-line brands because of the failure of the US Department store.

In July 14th last year, a netizen named "never" took the "shopping mall 100%" channel of Shenyang consumer forum as the topic of "Shenyang Meimei department store part of the brand began to withdraw". The posting said that the Shenyang Meimei department store had just been in the past half a year during trial business, including the withdrawal of several international first-line brand agents including Strellson, Marisfrolg and Guess, and even the famous Valentino brand was also brewing.

A few days ago, the reporter came to the department store in the vicinity of Chunghwa road and Eurasian joint market.

Although the word "MaisonMode beauty" is still on the door outside the US Department store, more than 1/3 of the shops in the department store have been closed, and it is almost impossible to see a fresh face except the cashier and the lazy cashiers and guides in the shop.

This contrasts sharply with the bustle of the Chinese Road on the Chinese road just 5 meters away from the main entrance of Mei Mei department store.

Reporters noted that, including Valentino, PIAGT, Swarolski and other international first-line brands have disappeared here.

On the first floor alone, there are as many as 6 shops.

"Actually, it looks better on the first floor, especially on the two and third floors, especially on the four floor."

A person familiar with the matter told us that the department store had 4 floors and its business area was more than 20 thousand square meters.

Now, at best, there are only one or two layers left to maintain basically. As for the three tier and the four tier, they are all in idle state.

Reporters in the department store catalog on the first floor of the US Department Store Department Store show that there are 12 brand distribution outlets including Bally.

Compared with the initial stage, Valentino, PIAGT, Swarolski, Joseph Abboud, Givenchy and Tumi have disappeared.

In the 3 floor of Mei Mei department store, this situation is even more prominent. Amass, BROOKSFIELD, EVE.NY and other 9 international first and second tier brands have been dismantling.

Similarly, on the four floor, the previously anticipated golden baby preschool education center has been in the "OPENING SOON" state, and the "Ladies house" bedding has long been missing, leaving only a "Dong Tian style" that has not been opened for a long time.

Bad performance

"Although they did not go, the deduction and the bottom were all lowered.

How can we do it? No one can see this and compensate for it, and still play with you! "

In order to investigate the reasons for the dismantling of these brands, the reporter tried to communicate with a shop guide on the first floor of Mei Mei department store.

The shopping guide told reporters that those shops that had been hanging "OPENING SOON" had been removed from the cabinet. There were different opinions about the reasons, but most of them were poor sales performance, and businesses could not afford the relatively high discount and protection of the market. "Sometimes, because of the bad sales here, our salaries are hard to come out in time."

The guide told reporters that as early as last year, merchants began to evacuate, and those evacuated merchants, apart from completely leaving Shenyang, most of them chose to continue to operate in Zhuo Zhan and other department stores.

"This shop does not sell goods. Before I was not in this shop, it was pferred later, and the company was relying on my experience to pull the sales results here.

To be honest, we have worked very hard, but sales volume is not up to date. Monthly turnover is almost 10% of the other store in Shenyang. "

The guide said that because of the poor sales volume, many dealers in the brand were preparing for the withdrawal, but they failed because of the "efforts" in the US and the United States. "Although they did not go, the deduction and the guarantee were reduced."

How can we do it? No one can see this and compensate for it, and still play with you! "

In order to further investigate the phenomenon of withdrawal from the US Department store, the reporter contacted the brand EVE.NY dealer who had withdrawn from the US Department store. They told reporters that the brand had already moved to Zhuo exhibition, and that the reason for the dismantling in the US Department store was "poor sales performance".

At GIADA's agent, Shenzhen red Jue High Fashion Co., Ltd., reporters also received similar statements. "We only have a store in Sheraton Hotel in Shenyang."

During the interview, the reporters learned that the US Department store not only encountered unprecedented development bottlenecks in Shenyang, but also encountered unprecedented difficulties in Beijing, Shanghai and other places.

Public reports show that as early as the beginning of last year, the US and US Department stores in Xi'an and Tianjin closed one after another. At the end of last year, Beijing Jindi and Shanghai Huaihailu Road shops also announced the curtain.

According to the Chongqing morning post June 30th this year, Chongqing Meimei department store has entered the "decoration period". It is expected that it will open again next spring, and even if Chongqing Mei Mei department is reopened, it will no longer continue to use the name of "Mei Mei department store". It is very likely that it will become a "beauty Plaza".

The occasional appearance in the shop is actually a reporter in the interview.

Withdrawal difficulties

"Originally, popularity is not enough. You haven't given people a reason to come here. What can consumers buy you?"

What's the matter with the US Department store? Is the crisis of gradual withdrawal from Shenyang Meimei department related to the delisting of the US Department stores in other cities? With many questions, the reporter tried to learn more about the incident from a number of business accounts that had been co operated with the US Department store.

Dalian Mei Si clothing entered the Shenyang Meimei department store in the beginning of December 2008, and evacuated the US Department store until the end of 2009.

In August 27th, the reporter contacted Mr. Li, who is responsible for Dalian's Mei Si clothing. He told reporters that "Dalian MESI" had a high expectation of sales before entering Shenyang Meimei department store, but actually came in and found that "it's just a dream, it can't be realized".

He said that for a year, "Dalian rose" had to withdraw from the US Department store because of its poor performance.

"For us who are concerned about luxury goods, Mei Mei department stores should not be so unfamiliar. It can be said that the US Department Store is a high-end department store that entered the mainland market earlier, and it is precisely because of this that we are very optimistic about its future prospects in the luxury market in Shenyang."

Mr. Lee told reporters that Meimei department store is one of the top four commercial brands in Hongkong Hua Ting Group. Since its opening in Shanghai in 1994, after years of market competition and accumulation, Mei Mei has gradually established its position as a pioneer in the luxury market in the mainland.

What is particularly talked about is that the US Department stores not only attach importance to the development of first tier cities such as Beijing and Shanghai, but also pay more attention to the second tier cities, including Shenyang and Chengdu.

Especially since 2007, shops have been opened in cities such as Tianjin, Shenyang and Urumqi.

"People say that it is good for us to enjoy our cool with our backs and our dealers. If this mall has enough brand reputation and brings relatively stable passenger flow, it is very difficult for us to make money without thinking."

Li said, however, the fact is in the opposite direction. "Every month I come from Dalian to the United States and the United States. What I see is the same as the shopping guide reporting to the company. The daily traffic volume is very poor. Naturally, our sales performance will not be satisfactory."

Mr. Li said that at the beginning, the company executives were also looking for the key from their own hands. But through the information learned by several brands in the US Department store, even the Valentino on the first floor of the department store was almost rare.

"How can this match the good saddle of Taiyuan street?"

Li said, at the beginning, everyone thought that the location of Mei Mei department store should be in the commercial sense, but in fact it was not, "to be exact, it should be Zhonghua Road, and there is still a distance of 1 kilometers from Taiyuan Street business circle."

In fact, the locations chosen by the US Department stores in different parts of the country are not the traditional urban core business areas in the traditional sense, but the so-called "new business districts" outside the traditional commercial areas. "Shenyang is so Beijing, Chongqing and Shanghai are all the same. The popularity is not enough, and you haven't given people a reason to come here. What can consumers do to buy your account?"

America and the United States Department Store withdrawal storm intensified.

Haughty cost

At the beginning of Shenyang, the US Department Stores locked their own consumption groups in less than two percent of the rich class, and the more stringent "membership access system", the low profile of pride, and the distance from consumers.

In fact, there is no shortage of high-end department stores in Shenyang. From ZTE to new world department store, from Zhuo Zhan shopping center to West Wu department store, these high-end department stores almost have their own well-known brands in the international market, while they are in Shenyang's horse racing enclosure.

It seems to follow the inherent arrogance and thinking of high-end brands. In the beginning, Shen Mei began to lock their own consumption groups in less than two percent of the rich class, and the more stringent "membership access system" and the low profile arrogance obviously led to a distance between the department stores and consumers who disapproved of "Shenyang's commercial soil and water".

"In fact, these things, according to the common people's words, are all used to the problems, or they will not make our dealers live in such a state of income."

The head of a well-known shopping mall in Shenyang told reporters that the US Department store was actually built by the Kowloon warehouse group for the mainland market, and the reason for the rapid rise of the US Department store was the selfless help of the Kowloon warehouse group.

"If you want to see which mall is popular, besides you have enough hardware conditions, it is mainly your internal software, that is, what goods you have in your hands, which can be sold to consumers."

In the eyes of the "insiders", in the early days of the US Department Store's entry into the mainland market, including Gucci and Prada, they became the top guests of the US Department store. "Actually, the reason is very simple. The group of Jun Si, which is under the command of Kowloon warehouse, can be said to be the largest luxury brand agent in China.

It is this inherent sense of superiority that makes us and US Department Stores inevitably go to aloof and arrogant. "Many shopping malls are free to run membership cards, and then consume to a certain extent, which can be upgraded. The higher the level, the higher the discount will be."

But in the United States and the United States Department Store is different, it is necessary to one-time consumption of 5000 yuan to bid for membership cards, and the 5000 yuan is not integral, "usually take the membership card is a discount, the amplitude is not high, other activities in addition to the year-end bonus points, there are no other activities.

Although you are a high-end department store, although you can have a high membership threshold, after all, you need to be popular in Shenyang.

Personally, I believe that the contribution of Shenyang's us and US members to its total turnover will not exceed 10%.

In part of the evacuation of dealers, the most distressing part of them is the marketing promotion strategy of Shenyang Meimei department store. "No denying that the US and the US are famous, but as a shopping mall, we should pay attention to marketing and promotion."

Not to mention the holidays, watching other stores sell like crazy, and honestly, we are really very envious. "

The closed elevator tells of lonely deserts.

{page_break}

"Traditional two landlord"

"The United States and the United States pay high rent to the property side. On the other hand, we invite merchants like us to collect the deduction points and guarantee the bottom, so we can compare the US Department store to the two landlord" very vividly.

Just as reporters investigated and interviewed Shenyang Meimei department store dealers in the process of evacuating, many salesmen of Shenyang department store disclosed to reporters that in fact, the US Department Store encountered the current predicament, and also related to its "traditional two landlord" business mode.

For this point, Lee Mei Li, a Dalian Mei Mei who has left the US Department store, feels the same way.

"The United States and the United States pay high rent to the property side. On the other hand, we invite merchants like us to collect the deduction points and guarantee the bottom, so we can compare the US Department store to the two landlord" very vividly.

Mr. Lee told reporters that in the first year, the US Department stores would charge a certain amount of buckles to the brand dealers. "I don't say much about other people's homes. Our total business area of 130 square meters is 21% of the turnover, plus the property management fee of 5500 yuan per month.

And in the second year of the contract period, because of poor sales performance, the US Department Store began to charge the bottom guarantee, which is sixty thousand yuan per month. If it is to be sold well, it is worth saying, but the sales amount at the most month is less than 10 thousand yuan, and we can not afford to pay for the 60 thousand yuan.

Those who are familiar with the situation in Shenyang's retail industry told reporters that the biggest advantage of Midea department store's mode is to avoid a large amount of capital and manpower input in the early stage, and in line with the principle of "small boats and good turnaround", if the shopping mall is difficult to measure, it can get away quickly.

However, with the full opening of foreign investment to the retail industry in late 2004, the situation changed 180 degrees.

"Because their brands have developed enough stable customers in many years of marketing, it would be improper to charge such a high rent again, and a strong foreign brand will also require department stores to reduce the access threshold, otherwise they will set up another portal."

It has been revealed that it is precisely because of the gradual strength of its own brand, that Junsi, who belonged to a group belonging to a group belonging to the US Department store, has lost the agent of Bally. The Hugo Boss, which was once distributed with Junsi, has nothing to do with them now. As for the other international brand Coach, it is now just giving the retail management and support authority to junsie.

In addition, Shenyang Meimei department store's simple service has also imprisoned development, "there is no place for customers to relax and entertainment, and no cosmetics, only clothing, it is difficult to compete with today's Joy City and other large shopping malls."

At the end of August, the reporter contacted Ms. Liu, head of the Department of marketing of the US Department store, through telephone, hoping to further interview the journalist about the withdrawal of the brand and the reasons for the investigation.

We will continue to pay attention to the future fate of us department stores.