Shenzhen Department Store &Nbsp; Under The Trend Of Differentiation, Pursue "High Volume".

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However, some industry experts admit that although such a starting point is worth praiseworthy, in the actual operation may encounter business barriers and other problems, and commercial fragmentation has become a major trend, but now businessmen want to develop in the direction of commercial "high volume", which is likely to aggravate the phenomenon of homogenization of business models.

He also reminds us that although there is a commercial blue ocean in the new business area, at the same time, huge risks are also taking shape. Businessmen must make adequate research before expanding and exploring. A slight difference will become a drag and slow down the overall pace of development of commercial organizations.

Large business organizations expand new business areas

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In the Shenzhen hypermarket, Carrefour's recent big changes in the clothing area are also worth the industry's attention.

There is a careful consumer response, the recent visit to Carrefour will be attracted by the clothing area in the store.

Unlike the big selling and selling routes in the past, the present clothing area looks more like the boutique of department stores: clothing brands and styles are diverse, and display is dynamic and fashionable. Besides clothing, there are also underwear, socks, slippers and other extended products for customers to choose from.

Qiu Jiaping, the manager of Carrefour media management, said that recently, businesses do play a bigger role in clothing. For example, there are many adjustments in the choice of clothing brands, display, shelves and lighting, and buying atmosphere.

Not only can it attract the general public to enter and purchase, but at the same time, the newly expanded business clothing area has also formed a certain radiation force to the white-collar families. With the moderate price, many families will come to see what clothes can be brought home when they buy their daily necessities in the hypermarket, and the overall sales of clothing after adjustment will also rise immediately.

Coincidentally, at the end of last month, Yitian subway Plaza shops were open for trial operation. Nandu reporters learned that this row of shops includes many light food shops, youthful friends like yogurt shops, sushi restaurants, milk tea shops, herbal tea shops, donut shops, Hamburg stores can be found here.

According to industry analysis, Yitian Holiday Plaza taking the high-end fashion route is also adjusting its pace of expansion.

The original international clothing brand with famous large catering enterprises can complement each other.

However, with the changes in the composition of the consumer groups, some of the new urban buyers who are purchasing power are more interested in light food stores. In order to attract new young consumers, expanding the new business has become an inevitable choice for businesses.

Will the trend of commercial homogenization strike again?

Shenzhen businesses are expanding new businesses in the new territories, but there are fears that this will make the shopping malls, department stores and shopping centers too convergent.

Guo Zengli, director of China shopping center industry information center, believes that there are now signs that the trend of department stores in hypermarkets and shopping centres is accelerating, which has become a major bottleneck restricting the development of domestic retail industry.

From the point of view of operation, the boundaries of hypermarkets, department stores and shopping centers begin to blur. Businesses insist on their own formats while they also look at the advantages of others to pform and learn, and this result will lead to a higher degree of homogenization of business models.

"On the surface, it is the leading role of business interests, but in fact, the brand development of the domestic retail industry is far behind the construction of the commercial center.

Take a very simple example, the real estate industry is developing rapidly now, but if the related industries, such as floor tiles, household appliances, home appliances and other developments are lagging behind, no matter which new home you go to, you will find that the decoration style is almost the same, and there will be no surprises.

Therefore, only when businesses increase their support for retail brands and attach importance to their development, will they be able to make commercial organizations really take the road of differentiation. Otherwise, in a year or two, all business super stores, fashion department stores and SH O PPIN G M A LL will be very similar and completely without characteristics.

Regarding the convergence of Shenzhen retailing industry, a senior management who does not want to be named in Maui department store told reporters that the purchasing power of consumers decided that commercial homogenization would be stored in a relatively long time.

He thinks that the salary of Shenzhen people is higher than that of the mainland, but after deducting the necessary cost of house repayment, private car gasoline and children's education, the remaining amount of discretionary freedom is not much, which leads to the fact that the consumption difference of the public has not been widened.

"Now the consumption of Shenzhen people can be described by olive shape. People who buy luxury goods and struggle on the food and clothing line are relatively few. The middle part is huge, which can explain why the trend of department store in Shenzhen business organizations is so prominent.

This only shows that under the choice of the consumption ability of the public, the most suitable form of consumption at this stage may be the department store format.

In the future, with the increase of income, the amount of discretionary money will change. By that time, the phenomenon of commercial homogenization will gradually disappear, which will really lead to commercial differentiation and specialization.