Wangfujing Department Stores Want To Change The Homogeneity Of Shopping Malls By Self Management Mode.

brand

Consumers are recognized for their low price and quality assurance.

The near future,

The industry has been discussing the direction of future changes in the buying and selling methods of China's department stores.

And the practice of Wangfujing department store is to let many people think that the purchasing system of independent procurement and self financing will be the second spring.

It is understood that in the early days of reform and opening up, because of the scarcity of commodities, department stores adopted the buying system, namely, independently purchasing various commodities.

However, with the rise of hypermarkets, the department stores began to brand, and the buying system declined.

"It has been suggested that we are going to cancel the entry fee and we need to restore the buying system."

Beijing Technology and Business University professor Hong Tao believes that this is not understanding the basic situation of the department store industry at this stage.

In the past, there were only a few thousand kinds of commodities, few brands could be selected, and consumers' awareness of brands was not high. The functions of department stores were only the role of group goods, and the problem of buying system was not large. But now there are tens of thousands of commodities, hundreds of thousands of commodities, which are good sellers, and which will be unsalable?

Many shopping malls in Beijing also say that buyers need to have special buyers, and a large amount of capital will be generated because of inventory.

In fact, when the buying system was replaced, there was almost no risk in the department store because of the "joint deduction" mode.

Chen Liping, a professor at Capital University of Economics and Business, thinks that the "joint deduction point" is a kind of profit oriented mode, which in fact means the loss of self-supporting ability of the retail industry.

In this mode, the most fundamental differentiation of retail industry, that is, the differentiation of commodities, is also lost.

"Because good brands are limited, all department stores want to, and the result is serious homogenization."

The head of China's Department Store Association said that the competition under homogenization is a price war, which makes profit margins lower and lower.

According to statistics, in the United States, Europe and other regions, department stores such as Martha, self employed department stores, their gross gross profit margin can reach more than 40%, while in China, the gross profit margin of department stores in Beijing and other first tier cities has dropped to about 20%.

Self run mode has great potential to be excavated.

In fact, the buying system is only one of the self operated modes.

In addition to the buyer system, the development of private brand, brand agent and brand distribution are all proprietary modes.

Chen Liping believes that developing private brand is the best way for retailers to pursue low cost and differentiation.

At present, there are many private brands in supermarkets, such as Carrefour, WAL-MART, Hua Tang, Wumart and other supermarkets, all have their own brands, involving bottled water, toilet paper, hand sanitizers, biscuits and other products.

Foreign brands that have done relatively well include IKEA (Ikea), Decathlon (Dekathlon), UNIQLO (Uniqlo), etc.

According to the information of the American private label manufacturers association, the proportion of self owned brand goods in supermarket sales is 40% in the United States, 32% in the UK, 24% in France and 23% in Canada.

The famous American Sears retail companies 90% of its own brand is known as the world's largest manufacturer without factories.

In contrast, the proportion of private brand in the overall sales of domestic chain supermarkets is less than 1%, and there is still great potential to be excavated.

As a brand agent and a self marketing mode of brand distribution, Shanghai Dongfang commercial building is a successful example. Its European fine leather museum is its general agent and distributor, including more than 20 brands of origin from France and Italy, and has differentiated from other shopping malls.

Today, Wangfujing department store in Beijing has also begun to pform, such as establishing its own distribution system, unified procurement of department stores in Beijing, and improving the ability to operate independently.

At present, the products purchased by ourselves mainly include food, ornaments, gifts and clothing.

However, many emporium admits that in addition to the strength of individual enterprises, many companies are still unable to get rid of the mode of joint venture, and the mode of joint operation will take some time.

The more realistic approach is from the current single joint operation to a joint and part run mode, and then to a majority of self run mode.

Today, with the continuous increase of operating costs and the increasing demand for differentiated competition, "although joint ventures are the mainstream of the buying and selling of Chinese department stores, we do not think it is the direction of future development."

Beijing Wangfujing department store group Limited by Share Ltd chairman Zheng Wanhe said.