High End Supermarkets, Shopping Centers, Buyers, Department Stores Are Breaking Into Cocoon And Becoming Butterflies.

China's department store industry seems to be undergoing a revolution at present: restarting the old business, restarting the supermarket that once considered "chicken ribs", restarting the buying system, pforming itself from "joint point deduction" to self operation, unwilling to be willing to "two landlords", enter the tenant to the owner, and set up a shopping center on its own.

Hong Tao, a professor at Beijing Technology and Business University, told reporters that the pformation of traditional department stores to modern department stores is worthy of recognition.

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In Beijing only, the department store industry has recently launched a boom in the operation of supermarket formats.

It is said that there are two big differences between the old department stores and the old ones. One is independent operation, the other two is targeting high-end supermarket formats.

Department stores always have affiliated supermarkets.

However, due to the fact that the profit is very small, and the department stores have basically abandoned the self operation ability in the development process, the affiliated supermarkets have long been regarded as a pure supplement to one-stop shopping, not only the commodity price is more expensive than the hypermarket, but also the category and service are far inferior to the supermarket retailers.

Nevertheless, supermarkets in department stores are still strong. There are two reasons for this: first, a large part of the sale of department stores is card consumption. Many of these shopping cards are derived from unit welfare and gift giving. Cardholders will not be too concerned about commodity prices. Two, although they are not as big as supermarkets, they can always satisfy some consumers' needs, and how much can attract customers to drive sales of department stores.

Chen Yuefeng, a senior retail media analyst, believes that if the supermarket formats are restarted,

Some famous department stores seem to be tired of the "wedding dress" for the owners of the project, and begin to pform their property to the shopping center format.

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Liu Hui, a business consultant, said that compared with the real estate developers, the "hard" department stores actually earned only a small portion of their profits, and most of the proceeds were attributed to the property owners.

He believes that due to the rapid increase in land value, the risk of department stores buying property and operating shopping centers is less than that of opening department stores, and the rental income of operating shopping centers is significantly higher than that of commercial retail outlets.

Hong Tao pointed out that department stores should not operate their own shopping centers (shoppingmal), such as the Jin Yuan era Lufthansa Shopping Center to take a bold way of decentralization, in addition to core shops, the rest of the format also adopted investment mode operation.

According to the analysis of the industry, although shopping centers and department stores sell goods, the profit pattern of the two formats is quite different, and their operation objectives are different.

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Li Sheng, deputy director of the China Federation of trade unions' committee of experts' work, thinks that the unified Department of cash collection department can control the cash flow relatively easily, and the management of the brand is relatively easy.

After the pformation of shopping centers in department stores, the brand will independently collect silver, which is a severe test for department stores.

"In the process of role conversion to shopping centers, the location of department stores should be pformed from selling products to attracting customers."

Guo Zengli, director of China shopping center industry information center, said that because of its brand resources, retail experience and other advantages, the department store's pition shopping center's threshold is lower than that of real estate developers.

In the late 80s of last century, with the rise of hypermarkets, the department stores began to "brand" and abandon self employment. Most of them took the profit mode of "joint point deduction" to make "two landlords": that is, department stores did not charge suppliers rent, and after the sale ended, they received Commission according to the agreed rate of deduction.

The result of this way of operation is the deterioration of professional ability of department stores, the lower core competitiveness and the lower profit margins. The gross profit margin is said to be only around 20%.

In today's United States, Europe and other regions, department stores such as Martha, take their own department stores, its gross gross profit margin can reach more than 40%.

At the same time, consumers are more and more reluctant to buy it: "many department stores have similar brands, but are less expensive than the Internet, and the prices are not cheap."

For a variety of shopping malls with identical brand repetition rates up to 50% to 70%, the younger generation of consumers is losing interest.

It is a new way to establish a personalized way for China's department stores to restart the buying system and take the road of self-employed department stores.

We should deepen the reform of the purchase and sale system, focus on brand implementation, centralize resources to headquarters, consolidate procurement, increase headquarters centralization, and achieve location sharing and resource sharing among stores.

However, due to the lack of long-term operation, it is still a bottleneck for the general merchandise industry to find and train buyers. The self-employed department stores in the Chinese department store industry will be restarted in a direction. It may not go too fast.

Professor Hong Tao told reporters that increasing self employment is a direction.

Department stores should enter into a variety of ways of existence: distribution, affiliation and sale.

It is virtually impossible to operate entirely on its own; there are tens of thousands of stores and hundreds of thousands of products.

We must look at the problem in real time.

He reminded the industry not to forget the warning: some completely self-employed people such as best buy, B&Q and Pacific department store were unsuccessful, at least not very well.

The outside world has been saying that it is a matter of not knowing the industry to take "self" business.