2010 Last Day! America'S Department Store Is Completely Yellow.

"The lights on outside are still on, but there's no room left."

This new year's day,

On the last day of 2010, the US Department Store in Shenyang shut down the door after two years of hard operation. This is one of the microcosms of the US Department Store's nationwide closes.

Analysts pointed out that the main reason for the curtain call of the US Department Store is that its positioning and mode are out of line with the development of luxury department stores, and the "two landlord" business model of its sublets has long been outdated.

Beijing shops evacuate

Reporters in the United States and the United States to see the road store, the interior is empty, the elevator has been suspended from all levels.

Security guard told reporters that only part of the shop on the ground floor is still open.

The store opened in October 18, 2008 and was withdrawn in less than 14 months.

The US and US Department stores first criticized their internal structure.

"Mei Mei department store on West Grand road uses a luxurious atrium model with 30 meters of empty space, but the actual business area is only about 10 thousand square meters. If combined with catering, the retail business area is even less."

Analysts pointed out that too small space leads to too weak brand accumulation.

However, the deep reason leading to the curtain call of us department stores is the two landlord business mode of subleasing property.

The profits of well-known brand businesses are very low, and the cost is very high, so it is difficult to continue to cooperate.

Its earlier operation in the Capital Times Square also left the market unreasonably due to improper location and insufficient brand strength.

Lose "brother" help

Mei Mei department store is a high-end retail business retail brand affiliated to Hongkong Hua Long business management company, which has entered the mainland market since 1994. After its first success in luxury goods in Shanghai, it has invested in Beijing, Tianjin, Xi'an and Chengdu, but its performance has not been satisfactory in recent years.

In recent years, it has been closed down in stores in Tianjin, Xi'an, Shenyang and Beijing.

Hu Jianqiang, director and luxury research expert of the DRC Lok Shan foundation, said that Junsi group belonged to a group with Mei Mei department store. It was the largest luxury brand agent in the country. The rise of MEEI department store can not be separated from this "brother". Gucci and Prada are easy to become the top brands of American department stores.

Today, Junsi group has lost many agency rights for luxury brands, and the US Department stores are naturally affected.

Hu Jianqiang said that the decline of the US Department Store is related to its innate "arrogance". The threshold of membership is very high, and there is no promotion and promotion.

"Two landlord" was built up

"At present, the relationship between department stores and consumers, distributors and manufacturers has become more subtle.

Foreign brands will no longer see your face.

Once the threshold is too high, luxury goods will choose to cooperate with other shopping malls.

Murfeng, a senior marketing planner, said.

With the surge in the consumption power of the Chinese market, more and more luxury goods choose to build their own stores in China. "Two landlords", the US and American department stores are gradually being built up.

"The major luxury brands have shifted to direct businesses, which is a big trend."

Cui Hongbo, chief executive officer of Lian Zhi Da brand management consulting company, believes that luxury brands generally adopt the practice of opening stores. "Luxury brands in tier one cities are more and more inclined to set up independent stores and flagship stores.

Unless the location is very competitive, shopping mall will gradually pform into a supplementary sales channel.

Cui Hongbo said that only by changing the mode of operation can the department store get new life.

Us department stores only choose to keep pace with the times, and their pformation starts in Chongqing.

It announced the investment of 100 million yuan, closed the door "face change", in the local end of 5 years of department store management model, pformation into "brand flagship store + department store".