Inner Mongolia Retail Market Survey: Department Stores Face Shuffle

Multi department capital accelerated layout department store facing shuffle

A survey of Inner Mongolia's retail market

At present, the Inner Mongolia market is being swept over by a huge investment boom.

The economy of the Inner Mongolia Autonomous Region as a whole depends on the development of resources.

The resource driven economic development mode has attracted the investment of investors, real estate developers and national retail business groups all over the country. It has also accelerated the expansion of Inner Mongolia's local shopping malls, such as the Inner Mongolia ethnic group and Victoria group.

The fierce competition of multiple capital and commercial power on this fertile grassland will undoubtedly accelerate the local development.

Hohhot Zhongshan West Road business district has the highest commercial concentration and the most popular.

Real estate retailers flooded in

According to incomplete statistics, there are four or five new commercial projects in Zhongshan West Road business district in Hohhot recently. In the new Changle palace area, the commercial area under construction is several million square meters.

When the local people in Inner Mongolia are still talking about the phenomenon of "Ordos fever" and their views are not commendatory, Xilinhaote has discovered more mineral resources than Ordos, and a new round of investment fever has begun to flow there.

Abundant reserves of coal, natural gas and other resources have led to the rapid growth of Inner Mongolia's economy in recent years. As a result, great changes have taken place in urban construction and new consumption demand has sprung up.

LV, a very picky garrison, has been stationed in the bottom of the Shangri-La hotel in Hohhot for the first time this year, as well as Standard Chartered Bank.

Nathan Bayar, vice-chairman and President of Inner Mongolia nationalities group, regrets that the fastest change in Hohhot is in the past six or seven years.

Over the past few years, Hohhot's business has maintained an annual growth of over 30%.

Thanks to this temptation, over the past two years, a large number of Zhejiang businessmen and Guangzhou

Chen Xueren, executive vice president of Inner Mongolia Hohhot Liang Liang Plaza Management Group Co., Ltd. pointed out that in the past few years, "Peacock Flies Southeast", and migrant workers have been moving towards the southeastern coastal provinces.

But now, the southeast coast has begun to be constrained by various factors such as labor, resources and energy, such as electricity and land.

In Zhuji, Zhejiang, the price of one mu of industrial land has reached several million yuan, and the degree of land acquisition is becoming more and more difficult.

The resources of southeast coastal cities are becoming more and more scarce. This is a big problem.

Inner Mongolia's economic development has been very fast in recent years, especially coal and natural gas.

Hai Liang square was born under such circumstances. This plaza is the first project that Hai Liang group has really set foot in commercial retail.

The location of the project is "one-stop family holiday recreation center".

In the huge area of MALL, apart from the main department stores, there are many formats such as residential buildings, office buildings, hotels, restaurants and so on.

The total project is divided into three phases. Currently, the first phase of the project is open, with an area of 600 thousand square meters, of which the main store is 100 thousand square meters, and the total commercial area of the first phase is about 200 thousand square meters.

While these investors continue to pour into Inner Mongolia, some well-known developers and retailers also have their sights on this.

The famous Dalian Wanda Group has won two projects in Hohhot and Baotou. The two places will open at the end of the year.

Wanda entered Huhhot and chose the new Changle palace.

The total investment of the project is more than 6 billion yuan, with a total construction area of 1 million 300 thousand square meters. The project covers many shopping malls, five star hotels, high-end residential buildings, 5A office buildings, Residence Du Commerce and commercial blocks. It is a large-scale urban complex integrating shopping, leisure, entertainment and catering.

It is said that Huarun Wanjia has decided to enter Wanda Plaza.

In the Zhongshan West Road Business District of Hohhot, Carrefour and Beijing Hualian have already signed and decided to enter. In Baotou, WAL-MART has also signed a contract to enter.

A number of national chains

8 years ago, the Wangfujing department store laid out the Baotou market early. At present, it has two shops in the Baotou market, 1 and 2.

In 2009, the annual sales volume of shop No. 1 of Wangfujing in Baotou was 840 million yuan, and the sales of shop No. 2, which opened more than two years, also increased to 320 million yuan, and sales in 2010 were expected to increase to 420 million yuan.

Five or six years ago, the Wangfujing department store was Hohhot. This year, it is re layout of Ordos, and the project is expected to open before the end of the year.

The Ordos overall commercial project in Wangfujing is about sixty thousand or seventy thousand square meters, the project lease period is 20 years, the department store's actual business area is about 35 thousand square meters, and the underground garage has a high-end location.

Downstairs will introduce more high-end theme restaurants such as pizza hut, and will cooperate with Hengdian to build the largest cinema in Ordos, with 9 rooms.

Jiao Dezhong, general manager of Erdos Wangfujing, pointed out: "Erdos has more money and stronger purchasing power, but now this place is rich but can not buy high-end brands, so many Ordos rich people go shopping in Baotou or Hohhot.

Therefore, Wangfujing will have high-end positioning in Erdos.

Not high end, it's easy to fail. "

It can be said that the whole of Inner Mongolia is being swept over by a huge investment boom.

Sales of shoes are especially good in the Inner Mongolia market.

Accelerated expansion of local shopping centres

For local retailers, what they urgently need to do is to further enhance the regional market share and the competitiveness of enterprises on the basis of consolidating the existing market share.

In the new round of investment boom, facing the market competition of foreign forces, Inner Mongolia's local retail enterprises are also unwilling to lag behind. They have recently launched several new projects or are about to finish.

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The largest construction project of the national group is the times square, with a total construction area of 360 thousand square meters, with a commercial area of more than 80 thousand square meters. It will build another department store. The total investment of the project is more than ten billion yuan. The project is closer to the Zhongshan Road commercial circle. It is expected that some businesses will be opened before the end of the year, but the completion of the whole project is expected to take 3-5 years.

Among them, the new more than 80 thousand square meters department store will operate in line with the current National Mall, and the main line is high-end.

At the National Mall, the West building is now being demolished. Next to the appliance city, it is ready to invest another about 80000000 yuan to build a more than 20 thousand square meter shopping mall.

The shopping mall will be connected with the shopping mall and shopping malls of the National Mall, and further expand the business area of the National Mall.

In addition, the household appliances store sold independently by ethnic groups will also expand its area.

While building new projects, the original shops of ethnic groups have also been speeded up.

In the face of Wanda's great layout, ethnic group this year carried out the biggest adjustment since 2003.

In the face of competition, another well-known retail group in Inner Mongolia is not far behind.

Victoria City, which has been built by Victoria, is located at the junction of Xinhua Street and Dongying South Street in Hohhot, with an area of 500 thousand square meters and a commercial area of 210 thousand square meters.

This is the third most important part of Victoria's group in recent years.

What is more noteworthy is that while making strong Huhhot, Victoria also moved the pace of expansion to the whole Inner Mongolia and Northwest China.

At present, the Victoria project in Baotou is preparing for opening.

The project is located in the same trading area with the most popular Baotou Wangfujing department store and Bao Bai building, which are the most popular in Baotou.

The project is divided into two layers of ground and five floors on the ground, with a total area of 78 thousand square meters.

The store takes the "quality, environment and life" as the main demand point, positioning the fashion luxury, the main high-end high-end fashion department line, will attract influential international first-line, second-line brand into the store, version of the reference to the city of Victoria International Plaza.

In addition, the volume brand will be introduced appropriately to ensure market share and competitiveness at the beginning of the business.

According to the strategic planning of Zou Zhaobin, chairman of Victorian group, in the next three years, the Victoria Group will complete its commercial layout in various cities in the Midwest of Inner Mongolia.

Among them, the real estate development area is over 1 million 600 thousand square meters, the retail sales area of the department stores is 800 thousand square meters, the department stores will expand to 10, the annual sales target is 10 billion yuan, and the fixed assets scale will reach 10 billion yuan, thus forming a business system that radiates the northwest and surrounding areas.

In Ordos, the largest retail group in China, faced with the continuous entry of new competitors, Huayen has also launched new projects.

First of all, it is the home of Hua Yan attachment. The project has a construction area of 200 thousand square meters and a total investment of 700 million yuan. It is the largest shopping pedestrian street in Inner Mongolia.

The project will introduce its home, Beijing Hualian Supermarket and its own Huayan electric appliances.

The group is also working hard to operate a high-end project -- Huayan Shang Street project.

For these local retailers, what they urgently need to do is to further enhance the regional market share and their own competitiveness on the basis of consolidating the existing market share as much as possible.

In this way, they are not going to lose ground.

Display of white-collar shops in National Mall

Major business circles will be shuffled again.

At present, there is an imbalance in the development of Zhongshan West Road business in Hohhot, that is, the "disorder" of business competition.

Many commercial forces are in Inner Mongolia, making the local business circle and enterprises shuffling faster.

Several famous shopping malls on West Zhongshan road have been largely misplaced.

Since the major adjustment of the National Mall in 2004, the branding development route has become clearer and clearer. It is located in the middle and high end, and has a more mature white-collar and working-class. The latter is more fashionable and modern, showing more obvious young, fashionable and less virtuous characteristics. After the Wangfujing department stores enter the business circle, although the positioning is still in the process of adjustment, but from the Wangfujing group's overall positioning of the department store and the current business sense of Hohhot Wangfujing, it is relatively popular than the Victoria commercial building, and is slightly more than the National Mall.

But behind this, business competition in Zhongshan West Road is also facing some difficulties.

At present, there is an imbalance in the development of Zhongshan West Road business, that is, the "disorder" of business competition.

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Over the past two years, as the business enterprises in Zhongshan West Road business district are becoming more and more intensive, the traditional retail business groups, which are built up by retailing, have been playing a game in the business circle.

In this game, some enterprises launched the "full reduction war" in order to compete for the market, began vicious competition, "buy 200 to send 200" promotional activities such as frequent occurrence, some promotions and even more outrageous.

Under such fierce competition, some commercial enterprises are beginning to fail.

Some experts have analyzed that in the Zhongshan West Road business circle, 1/3's commercial enterprises are now losing money, 1/3 is flat, and 1/3 is low.

Nathan Bayar, vice-chairman and President of national group, regrets: "we have been doing business for 56 years, all kinds of formats and all business areas have been added up to 250 thousand square meters, but now some developers are starting to launch millions of square meters.

We can not understand how the department stores make profits under this business mode.

In Baotou, the new shuffle of Bao hundred business circles is also being opened.

Wangfujing department store Baotou 1, Baotou department store, Rong Zi commercial building, shopping mall, Jin Rong shopping mall, rat Street theme shopping malls are gathered here.

But there will be subtle changes in competition in the future.

In response, Wang Yiyong, deputy general manager of Baotou Wangfujing Department Store Co., Ltd., pointed out that the overall population size of Baotou supports 3 well-known department stores.

It turned out that after a package of 100, and then the two have competition, everyone's business is improving rapidly, and the third will do so after joining.

But with the continuous emergence of new projects, when fifth or sixth shops appear in Bajie business circle in the past one or two years, the profits of shopping malls will be affected.

The most direct impact is that smart managers may work hard in terms of brand, service and management, but are afraid that some market recruits will do something about price in order to compete for the market.

Once the price is written, it will stir the entire business circle to take the road of price promotion.

Even if merchants do not want to follow suit, large commodity categories will join in competition.

In this way, the performance and profitability of the entire business circle will be affected.

He regretted: "the administrative population of Baotou is about 2000000. Under such a relatively limited population size, everyone is going to this place. How big is the capacity and affordability of the business?"

Perhaps, it is not just Nathan Bayar and Wang Yiyong who are not clear about the future direction of the business circle.

Victoria shop ONLY shop

Market misunderstood by suppliers

Wang Yiyong, deputy general manager of Baotou Wangfujing Department Store Co., Ltd.

In contact with a number of suppliers, some businesses in Inner Mongolia have found that they do not know much about the Inner Mongolia market.

Take the Baotou market as an example, some brands may enter the more famous shopping malls in Hohhot, but the management effect is not ideal. They think the whole Inner Mongolia market is not good, but what is wrong is not clear.

I went to Shenzhen and Guangzhou's clothing companies to negotiate business. I encountered such a thing:

Some executives asked me, "how do you go to work there? How long does it take? How does Baotou look like? In my impression, there is a wall around a city."

These questions make me laugh and cry. I can only tell the other person: "you have time to go and have a look."

When these people really came to Baotou, they were surprised by the development of Baotou's cities and the level and level of the local famous department stores.

Wangfujing department store in Baotou once held talks with a Korea Companies.

The person in charge of the company asked, "where is Baotou? Where is Inner Mongolia?" and then asked the Secretary to come up with a map of China to understand Inner Mongolia's geographical location.

There are many reasons for this confusion, and many efforts are needed in the future.

On the one hand, local department stores in Inner Mongolia need to actively communicate with suppliers.

Second, the department stores in Inner Mongolia market are not very confident about their business environment and business brand, but in fact, this may not be the case.

Take Baotou's Wangfujing as an example. At the end of June this year, Zoya entered the store and completed a business month in July. Its sales ranked first among authorized agents nationwide.

On the third hand, it is also important for the government to push hands.

Compared with other developed cities, their promotion to Inner Mongolia is still insufficient.

In addition, in terms of business itself, the operation, service and management level and business philosophy of Inner Mongolia shopping malls must be improved.

In a shopping mall brand store in Hohhot, it is also possible to see goods stacked on paper boxes beside the displayed clothing. Such a scene is absolutely not allowed in cities like Beijing and Shanghai.

In addition, there are such phenomena as guide buyers in several cities including Hohhot, Baotou and Ordos. When consumers have started selecting goods, shopping guides still sit together to chat, so that customers can choose to look at them first.

As for working chatting, eating melon seeds and so on, that is often the case.

However, these may be tolerable compared with the rapidly growing consumption power.

Moreover, the place to be promoted may well prove from another aspect that the market here still has the value of entry, which is precisely the new "depression" of investment.

Moreover, the market always proves that when a market is mature enough to enter, it is usually too late.

Reporter's notes

Several shopping malls interviewed generally reflect that in the Inner Mongolia market, Beijing brand sales are relatively good.

From the men's clothing market, those who sell well in the national market have a good reputation.

For example, in the Inner Mongolia National Mall, there are Sabatini, Yi Wen, Notting Hill, YOUNGOR, Shanshan, and nine herd kings, and Notting Hill is stationed this year.

The sales of these famous brands are relatively stable. Among them, Sabatini has the best sales, annual sales volume of about 4000000 yuan, the rest of the brand is about 200~300 yuan, and the overall stability is relatively stable. The Beijing brand of women's clothing has white collar and so on, its annual sales volume is 10 million yuan.

Another phenomenon is that shoes are sold very well.

This may be a typical Inner Mongolia characteristic.

In the interview, the heads of many shopping malls and consumers all reflected that women seemed to have a soft spot for boots in Inner Mongolia.

In the streets, almost all of them wear boots.

Moreover, the sale of boots is almost seasonal. Winter's long and short money and short summer are very good.

The interview with reporters was in late summer, and the shoes of several shopping malls and shoes were also sold with boots, and a few consumers were selected.

Sales of shoe floors are also the highlights of many shopping malls.

Take Hohhot as an example, although the shoe area is only about 4000 square meters in the National Mall, the mainstream brands that sell well in the market can basically be seen here.

The contribution of shoes to shopping malls is more than 10%, and Ping pin is very high.

In Hai Liang Department store, which is still in cultivation stage, shoe category is also a highlight of sales.

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When interviewed several shopping malls, reporters also noted that in some shopping malls above two floors of clothing floors, the flow of people may be relatively sparse, but the flow of shoes on the floor is bustling.

It is said that local consumers have a habit of buying shoes.