Guangzhou Liang Dian 1836 Women'S Department Stores Suffered A Bleak &Nbsp, And Collapsed In A Year.

A women's theme store near stone licensing bridge was completely closed and new businesses will be stationed.

Tai Koo Hui, Wan Ling Hui, etc.

The location is superior but in the shopping mall

The 1836 women's themed department store is located in the Longde building of Tianhe Road. On the afternoon of the day before yesterday, the reporter saw at the scene that the huge advertisement of "Gome and stone bridge Experience Hall is going to grand opening" has been hung on the exterior wall of the Longde mansion.

However, the "1836 women's theme department store" sign still hung on the entrance of the first floor of the shopping mall, and 3 staff members outside the shopping mall were building scaffolding.

"I have worked here for six months, and there are very few customers entering the mall every day, maybe ten or twenty people."

A staff member of Milan station on the first floor of Longde mansion told reporters, "in fact, the location of the department store is good. There is a negative layer on the exit of the stone bridge subway station directly to the shopping mall, and the BRT Shipaiqiao Station is at the door. I don't know why the business has not been able to work."

Some female shop assistants at Milan station also told reporters, "in fact, the facilities in this department store are pretty good. Each floor has a decorated room with makeup artists, which can teach consumers to dress with all kinds of colors, and sometimes there are free ornaments. In addition, in order to make women feel at ease shopping, the mall also has a children's trust area and a" water bar "specially provided for accompanying men, which seems to be relatively rare in other department stores in the city.

The business is miserable.

According to the reporter, the 1836 women's theme department store is the only female shopping mall in Guangzhou Tianhe business district, which is directly controlled by Hao Yuan group.

The mall has four floors and a total area of 7184 square meters. At that time, it was known as the largest shopping centre for women in Guangzhou Tianhe market.

"It is built on the top floor of the stone bridge subway station. It is directly underneath the subway hall. It is located on the east side of Hongkong's Tai Koo Hui, West connecting the good Plaza, and the northern Tianhe North BRT bus rapid pit line. The traffic is very convenient."

A shopkeeper who once worked in a shopping mall told reporters.

"In fact, it was very successful at that time. Many brand operators were delighted to hear that we would like to make women's thematic general merchandise here. Everyone was very enthusiastic and merchants were also very successful, so the mall soon opened."

Hao Yuan group, a responsible person in charge of investment, told reporters that "everyone was full of confidence at that time. In order to better attract customers, we played a lot of advertisements and made many attractive facilities, such as" children's trust area "," water bar "designed for men and so on.

The person in charge said that although many efforts have been made, it still can not operate, and the business situation in the shopping mall is not to be exaggerated.

"

The total area is too small.

Attracting investment smoothly and geographically superior, however, it was only a year and a half of business.

What is the reason that led to this so-called "short-lived" store, known as the first women's theme department store in Guangzhou?

Yesterday, the reporter interviewed many people in the industry. They all thought that there were several reasons for the failure of the 1836 women's thematic department stores, but the most important thing is "the mall area is small" and "the concept of age positioning is vague."

7000 square meters make shopping center too small.

"From the negative floor to the two floor, a total of only 7184 square meters, with an average of 2000 square meters per floor, it is almost impossible for us to make a bigger one, but if we do only one category, it will not match the name of" department store ".

Huang Huajun, President of the first commercial network, said that 1836 of the smaller areas were pformed into shopping centers. In fact, it was a wrong choice from the format. "Today, if we want to build a new shopping center in Guangzhou, the total area will be at least 40 thousand square meters or more. It will be like 50 thousand square meters of Tianhe store in Guang Bai department store and 66 thousand and 300 square meters in Beijing Road store." therefore, I think that the overall reason for the failure of Liang Dian 1836 is that the overall size is too small.

"It's almost impossible to make a large merchandise shop if you want to make a big department store, so you can only choose to do a certain age class theme store, that is, a 18~36 year old female theme department store," so it's almost impossible to make a big product. "1836"

Huang Huajun believes that this is the reason for its second failure, "the age of 18 to 36 years of age is very large, including two girls and young women.

18, 20 year old women and 35 or 36 year old women have no clear idea of their wearing preferences.

Moreover, the general department store is actually the main consumer of women, which is not much different from that. Even if we grasp the consumption concept of 18~36 year old women, it is difficult to find the number of goods that match and match enough venues. This also involves the serious shortage of resources in China's manufacturers at this stage, the independent design of clothing, shoes and hat industry, and the serious shortage of innovation capability.

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Lots are good but they can't keep people.

A boss who once opened a shop in a shopping mall told reporters: "the mall is built on the stone bridge of the subway, the East is facing Tai Koo Hui, the west is connecting the good Plaza, and the northern Tianhe North BRT bus rapid pit line. This unique golden area seems to be called the real geomancy treasure land, but in the end it fails to operate according to the circumstances, and I don't know what the reason is."

Huang Huajun also had his own view. He thought there were many failures in opening a department store in a busy area. "Dongjun department store is an example, because it is built beside a main road of Dongfeng Road, and there is no harbor type platform for pedestrians to rest and rest. It is difficult to stop pedestrians' footsteps if it is a straight road."

"Look at Tai Koo Hui, next to the Longde building. It has not set the main gate on the main road. In the big department stores such as Tianhe and Zheng Jia, their doorways are very large, and a platform has been built so that the citizens passing by will pay attention to it.

On the contrary, the beauty of 1836 is not only without a similar platform, but also more than ten steps in front of it.

Expert opinion

How to develop theme stores

We can't just rely on gimmicks.

"The failure of the 1836 point shows to some extent that we do not have the ability to engage in theme stores."

Huang Huajun told reporters, "not only Guangzhou, including Beijing, Shanghai and other cities, in recent years there are many examples of failed department stores."

Huang Huajun told reporters that as early as 2001, the women's department store in Wangfu, Beijing also played the banner of "creating a dream workshop for women's consumption", but later it was closed with the pformation of Wangfujing street. In 2003, the theme house of Shanghai Champs Elysees, which was the theme of the wedding, was aborted because of the failure of investment.

"Theme stores can't just rely on gimmicks."

Huang Huajun said, like women's theme department stores, you can't just remove men's articles, they are women's theme stores.

The characteristics of the theme department store are the combination of brands, display of goods and service mode.

Huang Huajun said, in fact, the main department stores are also women's consumption. If thematic department stores do not provide a unique service, it is impossible to compete with general merchandise stores. "For example, there are 1836" Li Shui "rest areas specially provided for men, but there are all kinds of coffee shops in the cafe, which provide a rest for people in the fast-food restaurants, and the choice is 1836 more than that of the beautiful ones. In this respect, 1836 is not competitive.

Need more innovation and motivation

Another insider told reporters that from the current situation, whether Guangzhou or other parts of the country, do not have the ability to engage in thematic department stores, "whether women or maternal and child thematic general merchandise, business is very difficult."

According to the analysis of the industry, "China is seriously short of resources at the present stage, and the independent design and innovation ability of clothing, footwear and footwear industry is seriously insufficient. Upstream manufacturers have been lingering in the order operation, and downstream operators have been trapped in price wars, lacking the ability and power of innovation. Moreover, most manufacturers do not have a clear brand line, and the department stores have a single brand and single style. These are the reasons why thematic stores are hard to manage."

"Despite the fact that the 1836 women's theme stores are closed, it does not mean that the theme stores can't be successful."

Huang Huajun said that in addition to introducing large foreign famous brands, the theme department stores should also introduce some low-end brands abroad to provide sufficient supply and choice for the shopping malls so that they can be close to success.