Brand And Format To Accelerate The Adjustment Of Small Volume, Department Stores Face Pformation Confusion

In the 70s, the Beijing friendship store was experiencing pformation.

Facing fierce competition between domestic and foreign capital, the friendship store has less than 10 thousand square meters in volume, but it takes out the 1/3 area and boldly introduces the noble household brand.

Return

High end reincarnation returns to the past "

The aristocratic household brand Da Vinci, which has just ended with the lease of the central grain square, has been stationed in Beijing friendship store this month, with a total volume of about 4000 square meters, exceeding the total area of 1/3.

Beijing friendship store has been famous for its high-end and foreign related activities, which indicates the beginning of pformation.

Its "change face" is to take the "modern high-end department store route", and the shopping mall will gradually introduce clothing, luggage and cosmetics and other international top brands.

It is reported that Beijing friendship store is in contact with Armani, Versace and other clothing brands.

Beijing friendship store wants to return the "big name" to the shopping mall, which is more like an imitation of the past success.

Many years ago, Beijing friendship store attracted many high-end customers by virtue of the rare high-end cosmetics brand in the shopping mall.

How much can a small shop get into?

The pformation of Beijing Friendship Store reflects the frustration of a group of Beijing old department stores.

Due to the fact that most shopping malls such as Xinjiekou, di anmen and flyover were built earlier, although most of them were in good geographical location, most of them were small, and the gap between them was obvious. They had long been out of the mainstream of Beijing business.

At present, in Beijing's retail market, WAL-MART, Carrefour, Zhongyou and other foreign and foreign enterprises occupy a larger market share. Seth, Cui Wei, and contemporary shopping malls, with billions of yuan annual sales, have become the rising stars in the Beijing market. These enterprises have seized the original passenger flow of the old department stores.

Business experts say that while the old department stores are declining, the reality of the old retail businesses such as Cai Bai has been in the forefront of Beijing's business through reform, accelerating the pformation of Beijing friendship store.

Retail experts believe that the entry rate of international brands is an important factor in the success of modern high-end shopping malls.

The Beijing friendship store has an area of less than 10 thousand square meters, and its hardware links are obviously different from the mainstream high-end shopping malls in Beijing.

Successful template segmentation market

The road of survival is very difficult, but there are also small shops that have won the market through pformation, of which vegetable dishes are the most representative.

The business area is only 8800 square meters, but it has become a gold jewelry store. Its sales volume was about 4 billion 500 million yuan last year.

The Renaissance commercial city has also played a brand in the department store for the elderly.

Examples of small department stores seeking development through pformation are still being staged.

At the beginning of this month, your friends made a debut in the pformation of gold jewelry store.

It is reported that the sales growth of the mall reached 107.5% in the first weekend.

Liu Hui, a business expert, said that small department stores should be based on the market and need to segment the market and narrow the core customers.

But the pformation of small shopping malls should be based on market research, and can not be simply imitated.

In his view, while subdividing the market, we should further explore the characteristics of commodities.

And retail experts say that pformation is not only an adjustment of brand and format, but also a test for managers of shopping malls.

How to use the successful experience of other enterprises for their own use will test the wisdom of the operators.