A "Turn" On The Fire Of The Old Department Store?

In September 10th, the Beijing friendship store was decorated with a new high-end household brand, the flagship store of Da Vinci officially opened to the outside world.

In September 16th, the Wangfujing bell shop hQ Shang Ke store opened, playing a new and young line.

As the saying goes, golden nine silver ten, many businesses have rushed to open the door before eleven, nothing but hope is a good start for the next year's operation.

The three phase reported the opening of various stores. It can be said that the relocation of these old department stores will have a historic impact on the development of China's department stores in the next ten years.

I hope they can deliver successful answers after pformation.

Beijing friendship

The Beijing friendship store, built in 1964, is the first Chinese shop to serve foreign guests.

Similarly, as a nobleman in the furniture store, the flagship store of Da Vinci friendship store was officially opened in September 10th.

Da Vinci invested nearly 50 million yuan to build friendship store flagship store business area of more than 5000 square meters, more than the total area of shopping malls 1/3.

It is understood that Da Vinci's home is only an international first-line brand home, such as VERSACEHOME (Versace), ARMANICASA (Armani).

Fan Yanru pointed out that positioning high-end or middle end, as a shopping mall must have the unique characteristics of attracting consumers, otherwise the later stage of operation will face many problems.

The pformation of shopping malls not only includes the adjustment of brand and format, but also the test of managers of shopping malls.

How to integrate successful pformation cases into the operation of their own shopping malls has become a subject before the business operators.

The royalty also believes that the mall must make its own characteristics regardless of its size.

The location of the friendship store is very good. The rental income in the CBD commercial area is very high. It is probably a wise choice to rent the property to a powerful brand enterprise, use its advantages in brand awareness and resources, and concentrate on the "landlord" to collect the rent, which can also maintain the normal expenditure of the enterprise.

He Weijun, chairman of the enterprise group of China, has served as an independent director of the Guangzhou friendship store Limited by Share Ltd, and is well aware of the development history and positioning of the "friendship store" special format.

He introduced that the Guangzhou friendship store was once a banner of the development of China's retail format. In 80s, Japanese experts were introduced as business consultants, the first open shelf store in China and the first supermarket in the country.

In 90s, its pformation was positioned as a large shopping mall of boutique department stores.

He Weijun believes that the friendship store in Guangzhou is the earliest and most successful pformation of the original foreign-related special store. It is the best one of the original "Friendship Store Department" overall retention and self sustainable development. It is also the only listed company of "Friendship Store Department".

Guangzhou friendship store has now been linked up, but it is not a one-stop service. Even in the most one-stop shop, there is a big difference from the real one-stop service.

The most accurate description of the main business format of "Guangzhou friendship store" should be "large boutique chain store".

Tianqiao department store, small shopping mall, location, community department store

After 5 months of closed door renovation, Tianqiao department store opened in August 20th and accepted the test of the market.

This is the third "change of face" in the past two years since the old department store opened in 1953.

The flyover Department store, which reopens its business, meets the consumers with fashion attitude. The new positioning of "community department store" also makes it more attractive to residents in surrounding areas and tourists visiting Beijing Nancheng.

It is reported that on the day of the reopening of Tianqiao department store, the turnover is more than 500 thousand yuan. For the 57 year old department store, what kind of pcript will be delivered to the "third community department store" for the third time?

With the rise of new shopping malls in Beijing, the territory of these old department stores has been lost.

Because these shopping malls are mostly disrepair and brand level is not high, there is a huge gap between hardware and software facilities and new shopping malls, so it is hard to attract customers' attention.

But in the same old department store, Sanli department store and Tian'anmen general store and so on, in order to survive and constantly adjust their positioning, Caishikou department store, which has pformed gold jewelry stores many years ago, is troubled by too many customers and nowhere to park.

Every time the new product starts, stores will be filled with customers around the corner. In 2009, sales of nearly 5 billion yuan were among the best in the retail store in Beijing.

Caishikou department store opened in the first place, similar to the location and volume of Tianqiao department store, but the former pformed into gold in 1985. In 2009, the sales volume reached 4 billion 500 million yuan, an increase of 28% compared with the same period last year. This is the first ranking of its sales of gold and jewelry in Beijing for 20 consecutive years, and the number of sales in the country's exclusive stores.

From a comprehensive department store to a gold jewelry company, Cai Bai, a nearly subversive type of "innovation", has won the future for shopping malls.

As the most famous brand in the history of China's department store, Wangfujing department store seeks expansion through expansion in the external market.

In fact, as early as 4 years ago, the revenue of Wangfujing department stores has accounted for more than half of the total revenue. With the continuous development of foreign stores, its contribution to the sales and profits of the entire group is increasing year by year.

In this regard, Fan Yanru, Deputy Secretary General of the Chinese Department Store Association, pointed out that because of the small size of the old department stores, if we want to have a foothold in the market, we can only rely on the market segmentation and delineate the narrower core customers.

But the pformation of small shopping malls should be based on detailed market research, and can not simply imitate the business mode of successful shopping malls.

For example, before the pformation, these small shopping malls should accurately grasp the income level of the target customers and their cognition of the brand price per store on the basis of meeting the needs of the business circle.

Wang Quan, a senior department store expert, believes that if a shopping mall is not big enough to make a mainstream shopping mall, it should locate itself in the "community department store", serve the community residents well, and operate in response to the needs of its main purchasing groups.

At present, the phenomenon of homogenization in department stores is too serious. We must find that our core competitiveness is different from that of our peers.

For example, the "Hi friend building" is the first department store that puts forward "smile service", "zero risk shopping", "unconditional return" and "Spring Festival no rest". It has established a very high reputation in the consumers of the capital. At the best time, the area of 2000 square meters of clothing floor alone has created a sales performance of 130 million yuan.

He thinks that the location of "folk custom" in Tianqiao department store is actually very distinctive, for example, the Gong Mei building of Wangfujing has done the ultimate work of handicrafts. If you come to Beijing to buy Handicrafts, you will think of Gong Mei building.

The pedestrian bridge represents the folk art and culture of old Beijing. Many old Beijing people mention the unique feelings of Tianqiao.

If the old Beijing's folk art, crosstalk, handicrafts and so on are aggregated together to form a word of "going to the bridge to feel the old flavor of old Beijing", then it will be very successful to integrate the handicraft resources better.

Multi brand differentiation of Wangfujing department store

In September 16th, the Wangfujing bell shop hQ Shang Ke store opened the door.

The new store is located in Beijing for the first time in 13 years in Wangfujing.

Facing the rapid development of the urbanization process, Wangfujing department stores attacked in a timely manner and expanded nationwide with the strategy of "multi City stores".

On the occasion of the 55th anniversary establishment of the department store, the Wangfujing department store launched the development strategy of mother and child brand, that is, the two positioning of "fashionable high-end boutique department store" and "fashion popular mass department store".

"HQ Shang Shang" has complementary relationship with the existing "Wangfujing department store" parent brand. On the one hand, it continues the strength and ability of Wangfujing department store in operation for many years, and on the other hand, is different from the market positioning of the parent brand "Wangfujing department store".

It is understood that 10% of Beijing's Dazhong monastery hQ Shang store has no brand in Beijing, and 80% of Wangfujing's Daxing shop is about to be misplaced with Daxing regional mall's existing brands.

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Fan Yanru believes that the ability of Wangfujing department store to replicate is the strongest in China's department stores.

Through many years of experience accumulated in their stores, they have been well positioned in terms of people, wealth, goods and systems.

Wangfujing department stores in second tier cities such as Baotou, Luoyang and Chengdu have been very successful. Ordos stores will open next year. Erdos's consumption capacity is clear, so this store will achieve good results.

Wang Quan said that Wangfujing department store can be said to be the "Whampoa military academy" of China's department stores, which has trained and pported a large number of executives for the industry.

Using the influence of the brand of Wangfujing to occupy the position is very right, but we should pay attention to that "bigger" is not equal to "strong", "big" is easy, "strong" is difficult.

Especially in different cities, there are many problems such as brand cultural identity, competition degree of local enterprises, brand fitness and so on.

What to do in the future?

After the pformation of the general merchandise industry in its own business mode and marketing mode, it has the external conditions to restart the new round of life cycle. The department store industry has a bright future under the development of chain expansion.

The department store industry will expand for 5~10 years, and the next 5 years will be the gold development period of department stores.

In this regard, Fan Yanru and Wang Quanjun believe that as long as China's economy continues to grow, national consumption demand will continue to rise. For the department store industry, we should seize this good opportunity to harden our internal strength and make our core competitiveness strong and unique.

Now many retail enterprises put their attention to the three line of China or even the four line market.

Who will seize the opportunity in the future and who will grasp business opportunities?

In general, department stores can be pformed in three directions.

One is to march towards many formats.

It is the first choice for many department stores to pform from a single format to a supermarket, a warehouse, a convenience store and a professional store.

Shanghai Bailian, Beijing Hualian Group, Tianjin Huai Hua Hualian Group, Wuhan Wu Shang Group, Chongqing business group, Hefei department store and other domestic department store enterprises have abandoned their single format and embarked on the development path of "department stores, supermarkets and convenience stores (or professional stores)".

The two is the trend of chain development.

In 1996, the first large shopping mall operated by Wangfujing department store in a foreign city was settled in Guangzhou. So far, Wangfujing department stores have opened 11 chain department stores in other cities.

Facing the increasingly fierce commercial competition in China, Wangfujing department store has decided to promote the development strategy of "department store chain" in China, and has witnessed the rationality of this development strategy from the profit for many years.

Laoshan Mountain department store officially changed its name to "wiki group" in October last year. The direction of Lao 100 pformation is also expanding to outside Qingdao.

At present, the wiki group has 7 chain stores and more than 360 convenience stores in Shandong, with an annual sales growth of more than 30%.

The three is to make a professional theme store.

Beijing's Caishikou department store and Wantong New World Mall have successfully pformed into the first store of Beijing gold jewelry, while the latter has pformed into a small commodity market.