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Sparsely Populated &Nbsp; Women'S Department Stores Can Hardly Break The Curse Of Premature Death?

2011/6/9 9:25:00 106

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"Sparsely populated"

Women's department store

In May last year, the new world women's department store debuted in Beijing and reached 30 thousand on the first day, doubling its estimated passenger flow.

However, in May this year, the new world women's Department was reopened and introduced into individual stores.

After the initial gimmick of personalized male shopping guide and so on, sparse passenger flow and positioning adjustment have become a new keyword in the new world women's department store.

In the early 90s of last century, women's department stores in Beijing began to abort or pform themselves. The sex department behind the gimmick did not show the ability of survival and development.

From today's new world women's department store, gender stores still haven't found a place in Beijing's business.

One year without opening up passenger shortage

For any businessman, the anniversary celebration is an attraction.

passenger flow

Good timing.

But in June 2nd, when reporters visited the new world women's department store, they found that the original purple walls had begun to mottled.

There are few customers in the mall, and there are few male shopping guides that have ever been used.

A shopping guide who also paid attention to several pavement businesses told reporters that she only sold a coat on that day.

The reporter found that almost all the merchants in the new world women's department store are having a discount.

brand

There is a 10 percent off discount in the new store.

If the first floor is more customers than shopping guide, then the two floor of the mass brand area can hardly see the customer's figure.

The situation of the underground dining area reflects the shortage of passenger flow from the side.

Almost all meals in Beijing are lined up for sipping sipping small chafing dish. Only here can we find the location easily.

At the time of its opening, the new world women's department store was unprecedented.

In May last year, after 33 months of preparation, new world women's department store was unveiled in Beijing with pet stores, women's books, and rare well-known brands such as HOLA, HOLA, Lavera, and grand LAN.

Women's one-stop shopping, Zodiac talks, chef recipes and coloured drawing activities are attracting many women.

It is said that on the first day of trial operation, its traffic volume has exceeded 30 thousand.

The expected traffic volume in the new world is only 15 thousand.

In fact, the opening of the new world women's department store does not last long, and the continuous decline in passenger flow has made the new world women's department store in the new world to survive.

Yang Kun, deputy general manager of Beijing fashion new world department store, introduced the women's department stores after the disguise, which expanded the operating scope of the personalized shop. The goods were mainly fashion, fashion, personality clothing, style, Japan and South Korea, Europe and the United States, DIY ornaments as the main line, the brand combination is not familiar to the general public department store brand, nor is the low end small commodity in the business circle, "the direction is similar to the fashion personality concept Museum like Sanlitun 3."

But the name of the mall will not change, or it will be called women's department store.

The reporter noted that the new world women's department store has no longer emphasized the concept of "women" at the beginning of its business, but said it is a department store that provides shopping and consumption places for 18-35 year old young people who pursue fashion and personalized consumption in the region.

In the new world women's department store, apart from the category of "escalation upgrade" of women's department stores, there are many supporting services such as HOLA home, yoga gym, beauty salon, all kinds of theme restaurants, light snacks, pet shops and so on.

Although Yang Kun said, "the changes we are making now, whether clothing or fashion accessories, maternal and child services, are actually centered around women's needs", but in fact, the target customers have changed from simple female consumers to young men and women who are both men and women.

What is even more worrying is the instability of commodity quality.

Recently, some media have revealed that the new world women's department store has recently introduced small shops, and some have even sold "no production date, no quality certificate and no manufacturer" products.

For rumors that women's department stores are facing a crisis of survival, Yang Kun believes that perhaps the outside world does not know the real needs of Chongwenmen business circle, and does not really understand the new world women's Department's upgrading.

The upgraded women's department stores complement each other with the existing Chongwenmen business circle, providing a new place of consumption for the surrounding residents and even the people of Nancheng.

The latest customer survey provided by new world women's department stores shows that 50% of them are new customers.

Of these new sources, 85% agreed with the 1-3 level adjustment mode, and 93% said they would like to come back.

Women's department stores can't escape fate

In Beijing, sex stores with bright slogans never seem to be going well.

In the early 90s of last century, the maiden bridge in Beijing was tested by Ms. Indira Steiker, but the goods were flat. It was closed in two years. In 2001, the women's department stores in Beijing (600859, stock bar) appeared in the name of "creating women's dream factory", but then the operators diversified and finally disappeared in January 2007. In December 2007, the first sex shopping Theme Store SOGO "Ladies' Pavilion" and "gentlemen's Pavilion" appeared in Beijing, but the market reaction was plain.

The ultimate fate of all gender stores seems to be hard to escape or to change quietly.

The Wangfujing women's department store, which only plays the role of women, only sells women's products, but fails to further segment the female commodity market. Eventually, it can only sell jewelry and jade articles, and disappear with the rectification of Wangfujing street.

Although SOGO is a branch of sex, it is not a true gender department store.

Reporters also saw some male products in the SOGO lady's Museum.

It is understood that due to the SOGO gentlemen's fewer passenger flow, in order to enhance sales, some male goods have been placed in the more popular ladies' hall. SOGO's gender theme store concept is greater than the content.

The industry pointed out that almost all department stores are positioning for female consumers. Women's department stores are also facing the same competition with other fashion department stores.

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"Sparsely populated" women's department stores

Gender department stores are not brand addition and subtraction.

The difference between women's department stores and general merchandise stores is mainly manifested in almost no male products.

But like general department stores, there are still ONLY, VERO MODA brands in the new world women's department store.

Executives of a well-known department store in Beijing believe that the lack of brand characteristics and high coincidence with general department stores are the main reasons for the poor business of new world women's department stores.

He said that the brand of the new world women's Department was covered by other department stores, and the lack of pure female brands made it difficult to form the competitiveness of gender department stores.

Women's department stores are not simply brand addition and subtraction, not just remove male brand. If the brand differentiation is not obvious, then the attraction of this department store is rather limited.

Ms. Liu, who lives near Chongwenmen, told reporters: "women's department stores are not full of things. They can't buy things from their husbands and children. At the same time, the brands in their shopping malls can almost be bought in other non gender department stores, so they do not often go."

Industry analysts pointed out that the purchase behavior of consumers in shopping malls is of a certain nature. Apart from buying things for themselves, they will also bring home to their families.

The shopping center, which integrates leisure, food, entertainment and entertainment, is obviously better able to meet family consumption needs than women's department stores.

Although women's department stores have free shuttle buses to customers, the poor location has become another big injury.

In the view of Lai Yang, Secretary General of Beijing business economics society, Chongwenmen business circle has both high-end shopping malls such as new world department store and mid market shopping mall. Even if the new world women's department stores introduce personalized shops, they will be shunted by a few days in the future.

Location ambiguity is difficult to achieve.

Whether it was the Wangfujing women's department store or the SOGO gentlemen's hall and ladies' hall, it seems that all gender department stores say that personality and upscale are the difference cards they play.

At the beginning of the opening ceremony, Zheng Zhigang, executive director of the new world, said that regardless of female students, white-collar workers or housewives, all modern women's consumption needs can be met by women's department stores.

It seems that the new world women's department stores are women in the whole year of age. But today, the new world women's Department of pformation has begun to go on the fashion personality boutique route.

Liu Hui, a business expert, said that the new world women's Department, which was positioned by gender department stores, had virtually cut many consumers.

He said that the ideal location of women's department stores for consumers is 8-80 year old women, but the 18-25 year old girl's consumer market has been occupied by fast fashion brands such as ZARA, H&M and UNIQLO, while the 40-60 year old female consumer group should also be cut off, because consumers of this age group are unreasonable and will not impulse shopping.

After eliminating the above two consumer markets, the actual consumer group with purchasing power is only 25-40 years old, and then cut the blue collar with a monthly income of 2500 yuan. The target consumer group is more clear and detailed.

Therefore, how to tap their consumption potential is the most important.

The industry said: "for the fast developing domestic business, department stores shift from" big to whole "to market segmentation, which is the trend of retail industry. However, market segmentation by sex is not simply a definition of goods and brands with men and women, but a narrow crowd of people with certain characteristics to be successful in marketing.

Women's department stores need professional attention.

In the development of Beijing women's department store, SOGO gentry hall and ladies' gallery in Wangfujing, we can see that gender theme stores can not only rely on the initial "freshness" and attract the attention of the concept, but also match the gender portfolio with the combination of formats and marketing mode.

Whether the new world women's department can pform the early "freshness" into the latter's commercial operation depends largely on whether its gender department stores are mere formality.

"Women's department stores have no problems in themselves, but the reason why many women's department stores are poorly managed is that they are only gimmicks. They are not systematized, but they are formalistic rather than landing.

But the direction of women's department stores is completely correct. China's department stores have entered the era of innovation.

Liu Hui said.

At the same time, he also made some suggestions for the development of women's department stores.

He pointed out that in order to avoid competition from other competitors, women's department stores must carry out "deep ploughing".

Because of the frequent social activities in Beijing, the women's clothing market is very large.

With such a market, the first floor of women's department stores can be tailored for wedding photography or dress.

In addition, women's works of art, women's food and so on also have greater room for development.

If you can experience the unique one-stop professional women's service such as women's coffee, women's art academy, women's food and women's beauty, it is bound to attract many female consumers.

Through the brilliance of the daily traffic volume of 30 thousand, the gimmick of "gender department stores" is hidden. The success of any commercial form depends on what core value it possesses.

Insiders say that to do a good business is to focus on the life and consumption of a group of people.

Narrow crowd positioning is one of the characteristics of modern successful shopping malls. Women's department stores locate in high-end women, so they should build various services for this core group.

"You have to imagine where customers are willing to shop, how to shop, what brand they like and what kind of service they want."

Lai Yang told reporters.

He also said that women's department stores can not be formalistic, they should be distinguished from mainstream brands, but they must also have quality assurance.

Lai said frankly that it is very difficult to do this.