Lotte Yintai Adjusts More Than 100 Merchants &Nbsp; Korean Department Stores Are Not Acclimatized.

The fate of Korean department stores in Beijing market is rather bumpy.

Reporters yesterday learned that the first Korean department store Lotte Yintai has changed hundreds of brands in the store.

According to shopping malls, shopping malls once again reduced Korea's sales performance.

Brand adjustment "Han flavor" fade

Although the classic Korean department store model is still in the process of continuing and high-end brand "mix and match", the "Han flavor" of Lotte Yintai, the first Korean department store in Beijing, is beginning to fade.

Reducing the number of Korean brands has become the direction of performance improvement for Lotte Yintai department store.

According to the reporter's understanding, the brand adjustment of Lotte Yintai Department lasted more than a month at the beginning of this month.

During the adjustment period, hundreds of brands such as men's and women's clothing and outdoor products were exchanged.

In keeping with the international brands such as GUCCI, CATIER and Spain's famous brand TRUCCO, Korean brands, which once dominated the early days of opening up, have become increasingly "isolated".

Reporters yesterday logged into the official website of Lotte's intime department store. Only 4 of the 37 brands displayed were Korean brands.

Compared with dozens of businesses opened in 2008, the gap is obvious.

According to Lotte Yintai department store, the proportion of Korean brands has plummeted since its opening.

Lotte Yintai stores, while weakening the Korean brand, has only one - to one shopping, VIP parking and other Korean style delicate services, which are recognized by the industry and run through the operation system of the mall.

Statistics show that the Lotte Department store located on Wangfujing commercial street is jointly funded by Korean big enterprise Lotte Group and Chinese department store giant Yintai.

The mall, which opened in 2008, always adhered to high-end positioning.

Business performance is not up to standard.

In the view of the industry, Lotte Yintai stores, when facing the pressure of operation and holding high the banner of adjustment, has repeatedly reduced the number of Korean brands as a way to deal with it because the famous brands from South Korea failed to achieve the expected business performance of the store, so that the whole store did not perform well.

What has been complementary is that since the opening of the business, the operation team of the mall has also changed several settings.

More news is that Lotte Yintai department store has faced a loss of up to 100 billion yuan in the first 4 months of its opening.

A person in charge of Lotte intime Department admitted yesterday that "because the sales of Korean brands are not very good, the shopping malls can only be adjusted according to needs".

Reporters have visited many shopping malls to see that they are located in the core business circle and cross the street with the Wangfujing department store, but there are not many passengers in Lotte Department store.

At the peak time of meals, most of the stores need to wait for a bit of sipping and feeding.

In fact, in addition to a large area of brand replacement, in order to attract customers, Lotte Yintai department stores also make great efforts in marketing.

Many consumers said that although it was a high-end department store, Lotte Yintai department store's promotional activities are not small, even with new world department stores and other shopping malls, and its environment is better than these shopping malls.

High end "Korean wave" is not popular at all.

Lotte intime, a top Korean brand of Zeng Hui Hui, suffered from acclimatization in Beijing. It also proved from the side that the development of high-end Korean business in Beijing is a long way to go.

The industry believes that the Korean clothing city, Korean cuisine has been blowing up a "Korean wave", and has won the favor of many Beijing consumers.

And the Korean clothing and love that has entered China for many years has also become the mainstream clothing brand in Beijing market, but the common characteristics of these mature Korean businesses are high cost performance.

But South Korea's first-rate brand, which truly represents Korea's top level and high price, has never been able to gain a foothold in the Beijing market.

It is reported that Lotte Yintai department store has introduced the top clothing brand in the Korean market, and its design, materials and workmanship represent the highest standard of Korean clothing.

However, because the popularity and price do not match, the "Big Mac" brand in the Korean shopping mall finally lost the capital.

At present, Lotte intime stores gradually reduce the proportion of Korean brands also confirms this point.

Business experts suggest that in the domestic high-end consumer market dominated by many European and American brands, Korean top brands need to keep their prices on the basis of maintaining quality while they want to have a foothold.