Pacific Department Store Lost The Capital'S Imagination

Pacific department store, once known as landmark of Changhong bridge, will quit. Reporters yesterday learned from the Pacific Department Store Ying Ke shop that the ten year old Pacific Department Store Ying Ke branch, which opened its business for the first time in October 25th, will officially close its customers. Its only branch in Beijing, the Pacific department store, Wukesong, will close by the end of the year. In the past 10 years, the Pacific department store has always been a well-known brand of Taiwanese capital stores, and has become the focus of media coverage. Pacific department stores always want to be noticed, but it seems not to be in this way. The stores in the Pacific department store have received the notice of closing the store, but the store did not disclose the store to customers. It is clear that the Pacific department store, PCCP, is planning to hold a clearance sale in early October.

　　 Confirm store information

It is reported that Pacific China Holdings Limited recently announced that it will adjust the layout strategy of the mainland market and close the Pacific Pacific Department Store PCCW and Wukesong shop before the end of this year to readjust its financial structure.

Reporters log on to the official website of the Pacific department store and found that "Tanabata" is on schedule. Promotion Advertising is still in a prominent position. The official website does not find information about closing stores during the year.

"From the beginning of October to the closing of stores, a shopping center may organize a 20 day clearance sale campaign." Pacific Pacific department store, a staff member revealed, but for the closure of customers after shopping card processing measures, the company has not yet issued a unified policy. When talking about the problem of personnel placement after closing shop, she sighed and said, "in September and October, many employees' contracts expired, and they had to find another way out."

　 Shop sales deserted

The Pacific department store, located in the west of qiaoxaoxi, is operating normally as usual. There is no unusual sign, but a staff member at the office confirmed that it had received a notice from the higher authorities that the store would be withdrawn from the shop in October 25th.

Public information shows that the Pacific Department Store landed on 2001. PCCW Practice. Eight years later, the Pacific department store opened second stores in Beijing: Wukesong.

Reporters at the Pacific Department Store Wukesong store saw that almost every counter was hung with signs for clearance sales, but few customers were left. Almost no customers stopped before the clothing, sports, jewelry and other counters. On the first floor of the men's shop, the salesmen came together in twos and threes to do nothing.

In the Pacific department store, one to five layers of the counters are in normal operation. Many posters are hanging out of the shop in the shop. The brands are all on sale, because there are not many customers in the shop. A sales center for children's products is being held at a central location. A salesperson selling children's clothing said he heard that the store would withdraw from the October 25th PCCW building, but the details were not known. A salesperson on the third floor of a lingerie brand has heard this statement, but she said she did not believe it: "it's not possible. I don't believe it."

A staff member of the Pacific store's Ying Ke office confirmed to reporters that the store would indeed withdraw from the October 25th Century PCCW center. "The member points here can also be converted to Wukesong, but because of the distance, it may not be convenient for some members, so it is recommended that you change it as much as possible 25 days ago." As for whether the Pacific department store will open shop in other places after the withdrawal of PCCW, the staff member said that the notice had not yet been received, so it was not clear.

According to the insiders, the main reason for the closure of the stores in Pacific department stores is poor management. Even in the busy season of weekends and festivals, there are not many customers in the shops.

Most customers who have visited the mall say that they are "quiet", usually have less discount, and some brands are very small.

　　 Exergy analysis

Poor management or main cause

The reporter learned from the information of the information center of the world trade center, that the price of the whole Pacific department store opened by the developer at the end of last month was 28 yuan / month / square meter. Based on the total area of the 65 thousand square meters, the annual rent is 21 million 840 thousand yuan. According to insider, 10 years ago, in order to be able to attract large brands to enter, Ying Ke Center at low cost. However, the business situation of the Taiwanese department store giant, which is quite valued, is contrary to expectation.

Closing the company's only branch in Beijing, Wukesong shop, the Pacific department store said it was because the property side changed the door, resulting in delays in investment. But in the industry's view, the main reason for its withdrawal is that it has always been difficult to enter the mainstream of business.

Liu Hui, chairman of the zero business consulting company, said that although the Pacific Pacific department store is located in the business circle, the atmosphere of the business district is hardly comparable with its location in the fashion department store. Besides, the traffic volume is also an important factor restricting its development.

"It's no wonder that the Wukesong store is closed," Liu Hui said. The owner was originally Hua Xi Le Mao, originally to build a large shopping center, so he needed to introduce a main store like Pacific department store. Last year, Hua Xi Le Mao changed his mind.

However, Tao Yucong was denied by the Pacific department store for the reason why he was closed because of poor management. He said the company was profitable in 2005 -2007. However, the performance since 2008 has not been disclosed.

　 Experts say that too many people are not convinced.

Marketing expert Li Zhiqi said yesterday that Pacific department stores were too high-end in the positioning of the department stores, and some of them were not acclimatized.

"It operates well in the market, and some products go on a very high end because the high-end population has a certain scale. However, there is a great difference in consumer culture between the two groups. At present, the evolution of the department store industry has not reached the level of that. Li Zhiqi said, "the evolution of department stores in recent years is very severe. The past comprehensive category is an advantage, but it can not make its own characteristics without being integrated, especially if the interaction with local culture is not successful, the pressure will be great."

What is the impact of the withdrawal of the Pacific department store on the department store? Li Zhiqi said that the business circle is still in the world of some time-honored department stores, such as the old and famous brands are constantly evolving their business models, and the reaction speed of the Pacific is not as flexible as they are.

"Qi is a highland of the department store industry in China. It has a strong sense of vane. The withdrawal of Pacific department stores in the market will have a series of chain reactions in other parts of the country." Li Zhiqi said.

　 Background

At the beginning of Beijing, "opening the door is a loss."

Reporters noted that as early as 2002, a year after the Pacific department store went to Beijing, there was news of "unsatisfactory early operation".

According to the reports at that time, the Pacific Pacific Century Business went to Beijing one year later, and it became more and more difficult. A deputy general manager said that the early operation of PCCP was not ideal, and the business license of PCCW was very late, which affected the investment of shops. There are also problems with the location of the goods. More than 50% of the shops sell clothing, but these clothes are basically located in the youth group. The age is too narrow. Besides, the operators used to operate mainly in the south, so the taste of food management is not completely adapted to consumers in the North.

　 In view of these circumstances, since April 2002, Ying Ke Dian has begun to fully adjust.

In October 2001, when the Pacific department store went to Beijing, it announced that it would soon open two stores in the two stores, so that the Pacific department store would become a three pillars in Beijing. The second shops located in Wukesong only opened in 2009.

According to the official website of Pacific department store, Pacific department store is one of the businesses of the Pacific SOGO department store group. Pacific SOGO department store was founded in November 11, 1987 as an integrated department store. In 1993, it began to enter the mainland department store market. Up to now, there are 10 stores, including 3, 3, 2, and 1. {page_break}

Chronicle of events

1993

Pacific department store was officially killed. Since then, there have been many stores in the market.

2001

Pacific Department Store landing is located at the Ying Hong branch of Changhong bridge.

2009

Pacific department store opened second stores in Beijing, Wukesong.

2011

Pacific China Holdings Limited announced the closure of two stores by the end of this year.

Consumers say

Consumers said, "I don't know if the mall needs to be closed."

"Is the mall closed? Is it true?" yesterday afternoon, a young couple who came to the shopping mall of the Pacific department store, said: "I don't know if the mall needs to be closed."

Ms. Zhou told consumers that she used to come around here after work, and had a scorecard, but she didn't buy many things. "Their lowest score is 2500 points. If they really want to close, they will not be able to keep up with the exchange of gifts."

The staff of Wukesong shop told reporters that there was not a large number of customers coming to handle the procedures of integral exchange and refund card recently. "But now there are more than four months from the end of the year, and no one is normal for the time being." The staff said.

"Members are best advised to shop for gifts in October 24th." The customer service staff said, "about the closure of things, the company did not formally issued a notice, is also a day of a statement, and therefore did not formally notify members."

The customer service staff of Wukesong shop said that they heard the news of closing shop before the end of the year, but the company had not officially notified the grass-roots staff, so they could not casually say so. All the scorecards and shopping cards in the customer's hands need to be completed by the end of the year. After the closing of the store, Cary's points will be cleared.

　 The surrounding residents felt "sorry".

"Is the Pacific going to be closed? That's too bad!" Miss Liang, who lives there, was very sorry to learn that the Pacific department store had to close its shop. She said she often went shopping and enjoyed the shopping atmosphere of this shopping mall. "No time to go to many people, the environment is more comfortable. And the grades of the products are also good. Some of the high-end brand purchase styles are satisfying. The only drawback is too little activity, too little discount, and more expensive things. " {page_break}

Miss Liang's idea is reflecting the impression of ordinary consumers on the Pacific department store, but it is also a direct manifestation of "poor management". This weekend is supposed to be the best selling time in department stores, but there are still a few passenger traffic in Pacific department store. Besides the customers in the cafe at the door are full, most of the other restaurants in the building have a high attendance rate.

　 Closing shop but not changing development plan

According to sources from China, China Pacific Holdings Limited has announced that it will adjust the layout strategy of the mainland market before closing the Pacific Pacific department stores and Wukesong stores by the end of this year to readjust its financial structure. However, the company emphasizes that the Pacific department store will actively seek new sites and remain unchanged.

Pacific China Holdings Limited said that because of the unsatisfactory planning of the store, the business circle was changing and the owners of the building wanted to raise the rent substantially. The board of directors in August 18th decided to end the operation of Pacific department store. In addition, the Pacific Department Store Wukesong store was established in 2009. Due to frequent changes in owners and repeated delays in investment, the Pacific China holding board also decided to terminate the lease with the new owners.

Yesterday, the reporter called the relevant head of Pacific department store. He no longer responded to this consistent "ignorance". Instead, he said, "only the head of the shop can answer the specific question." The reporter then contacted Tao Yucong, general manager of the Pacific department store, who told reporters that Pacific PCCW was closed in October 25th, but the reason for the closure was that the lease of the property was due and the rent raised by the other party was no longer renewed by the company.

As for the increase in rent cost, Tao Yucong refused to disclose it on the grounds of commercial secrets. At the same time, it was confirmed that the Pacific department store's only branch in Beijing was closed during the year. "But we will continue to look for opportunities," Tao Yucong emphasized.

　 A comeback is yet to be tested.

Statistics show that the Pacific department store, which owns many stores in Beijing, Shanghai and Chongqing, belongs to the Far East Group. In 2001, Pacific Department Store threatened to reopen second stores in the second half of the year and strive for 1/4 in the same market share. However, 10 years later, in the department store industry, the popularity of the Pacific department store is not only hard to compete with the high-end department stores such as the modern mall and Yansha mall, but also the market share of the high-end department stores can not be compared with the mass fashion department stores and the new world.

It is reported that the Pacific China Holding Company Limited said that the two "Guan Guan" resolutions will significantly enhance the profit performance of the Pacific China holding company in the mainland market. The company has established another development office to actively discuss new exhibition sites.

But yesterday, the staff of the Pacific department store's PCCP desk told reporters yesterday that "after the two shop closes, it is not expected to open new stores in the next few years".

"The location of the two stores in the Pacific department store is too hasty and idealistic. This Taiwanese funded enterprise has too much faith in the blueprint planned by the trade circle and Hua Xi Le Mao, and has not reserved the way for itself." Liu Hui said that this does not mean that the Pacific department store has no chance at all. On the one hand, there are also commercial real estate projects under the Pacific Group. If the future owns its own property, the rent pressure will be greatly reduced. Even if there is no property, the brand resources and services of the Pacific department store have certain advantages, and they still have the potential to succeed in the market.

Enlightenment from the retreat of Pacific Department Store

Although the Pacific department store will lose the main reason for the capital market, it all comes down to the "no" of the cooperative property side. But the discerning eye knows that this is just the "step" for the embarrassing departure of the famous department store retailer.

When people talk about Pacific department stores, most of them say that the reason for the failure of Pacific department stores is to believe too much in the strength of the brand, but not in the local market.

Not only is the Department of the Pacific department store, but the world-renowned French Lafayette department store has also been "golden feet" because of its failure to be well localized. In fact, many well-known retailers at home and abroad fail to do their homework well.

Today, the old lord's department store has returned to the market with an "open mind"; however, it has not chosen the "sad place", but settled in another golden area. "Judging the situation" will probably become the golden key to the success of Lafayette department store in Beijing.

Like old Buddha's department store, although Pacific department store has failed once, it is still trying to make a comeback in other areas. If you don't want to repeat the same mistakes, Pacific department stores must change something.