The Pacific Store Is Back To &Nbsp; The Department Store Is Already On The Edge.

"Pacific department store is closed?"

When Ms. Wang received a text message from the Pacific department store's PCCW, she couldn't believe that, according to the text message, Beijing Pacific store's PCCW store will be closed in October 25th.

The Pacific department store, which has entered the Beijing market for ten years, needs to turn off its two stores in Beijing. According to the staff of the Pacific store, Ying Ke shop, the store is determined to close in October 25th. Its insiders confirm that Beijing Wukesong shop will follow the footsteps of Ying Ke shop.

Reporters learned that Pacific Department Store entered Beijing in 2001, and the entry of PCCW was at an extremely low rent.

Ten years later, the Pacific department store has to leave Beijing as a store.

It is reported that because the planning of the store is not ideal, the business circle will be changed, and the owners of the building want to raise the rent substantially.

But the exit of Pacific department store in Beijing is just a microcosm of the department store.

Guan Dian

For the reasons for the closing of the Pacific store, Tao Yucong, manager of the Pacific department store, told the media that it was not because of bad management, but because the rent rose so that they could not afford it.

Apart from Pacific department store, other department stores are also having a bad time.

Parkson, a shop in Furong Plaza, Changsha, claimed that it was closed in 2008 because of the high rent. It is unique that Parkson will close its shop in Hongqiao, Shanghai.

According to Fan Yanru, Deputy Secretary General of the Chinese general merchandise business association, generally speaking, the department store industry's return period is three to five years. Therefore, the leasing time of the department stores will be longer. Generally, the contract will be signed for more than 10 years. If the Pacific department store, the Wukesong store just had to enter in 2009, it would have to quit.

Zhang Ping, director of the research department of the high latitude Global China division, said that the leasing time of domestic department stores usually adopts the mode of "10+5" or "10+10", that is, to sign a lease contract for 10 years, then renew it for 5 or 10 years, or sign 15 or 20 years directly.

Therefore, for the department store industry, 10 years is a time bar for the rent increase of department stores.

For the Pacific department store to enter Beijing after ten years to quit, Zhang Ping also admitted that the price trend of shops is indeed obvious, the development of the department store industry has a relatively large impact.

According to her introduction, China's department store brands generally use the whole rental property, then sublet the property to each commodity brand, department store brand receives a certain rent, or sells a certain percentage of sales, or takes the highest cost of these two forms as the revenue of department stores.

For large department stores, the current price is 3 yuan -4 yuan / square meter per day, but in scarce land has risen to 6 yuan -7 yuan, or even this price is not necessarily able to rent, and with the development of Beijing urban area, good lots of shops and property resources are less and less, rents are also rising very much.

According to the data of the second quarter of this year, in the second quarter of 2011, the Wangfujing business circle reached 2200 yuan per square meter per month, and the first floor rental price of dongxintiandi has reached RMB 2600 yuan per square meter per month.

The rental stability of Xidan business circle amounted to RMB 1800 yuan per square meter per month.

In the same period last year, the price of Wangfujing was only 1050 yuan per square meter, and Xidan was only 1220 yuan.

The change in the year is so great that data can be imagined ten years ago.

In addition to the rise in rents, traditional department stores are also being subjected to electronics.

Shopping Mall

Compared with the gloomy departure of Pacific department store, it is another scene to operate in the bustling area of Xidan.

Xidan Joy City opened in 2007. Compared with the traditional department store industry, Joy City is a new form of shopping center.

According to Wei Xuewen, the center for Business Administration of Yuecheng City, shopping centers are very different from department stores.

First of all, the department store industry first rents down, then according to its own location to carry out the brand rent.

General merchandise industry is light decoration. Generally speaking, the decoration of department stores will not be decorated to the ceiling, because all brands are relatively open and have no private space.

At the same time, the department store as a separate legal person to face customers, all goods invoices are also issued by the department store, which means that customers complain about products, after sale also through department stores.

In contrast, the shopping center is redecorated because

Wei Xuewen said that the department store had a "two landlord" meaning, while the shopping center was the first hand lessor.

For some brands, shopping centers can better satisfy their individual needs, compared with many requirements of department stores, shopping centers are more free.

Besides, the shopping center has a clear positioning.

In order to meet the characteristics of the young market, Joy City is also very particular about choosing brands. Most of the brands that are located in yuejoy city are favored by this type of people, and these brands should be combined scientifically and reasonably to form a good interaction with the brand image of the shopping center.

He gave an example, when he chose a restaurant brand in Xidan's Joy City, he would not choose a business dinner instead of a fast food brand or a restaurant fashion brand that the young people liked, because the brand of catering should be consistent with the brand positioning of the whole Joy City.

By contrast, the department stores have a much larger consumer group, because they generally have to meet the needs of 70% people, so it is difficult to have a clear positioning.

One of the reasons why the Pacific department store to be closed is that its positioning is not clear, and there is no fixed consumer group.

trend

However, in the shopping mall gradually becoming the protagonist of the market, many department stores also began to understand the adjustment of current affairs.

As for the development of department stores, Zhang Ping thinks that the shopping center of department stores and the department store of shopping centers are the trend of future development.

She said that the characteristics of department stores are large and complete.

In addition, because of the continuous increase in rents, many department stores start buying whole property from their entire rental property, holding their own property, which is similar to that of a first-hand landlord's shopping center.

According to the data obtained from New World department store, the company's own property accounts for 14% to 15%, and the rest is the whole rental property.

As a benchmark for Beijing's department stores, Beijing city.

Xie Fu Hui, a consultant in management strategy, also believes that, according to the changing course of retail formats in developed countries, department stores are in a dominant position when the per capita GDP is between us $3000-10000, and the retail market is gradually enriched. The market share of e-commerce, shopping centers and professional points has increased, and shopping centers have become the mainstream form of business in the past 10000 years.

In the next 10 years, China's per capita GDP will remain within 10000 US dollars, and the department store will still be the mainstream form of retailing industry. But in the first tier cities with GDP per capita of over 10000 dollars, such as Shanghai and Beijing, shopping centers will become the dominant retail market.

Wei Xuewen believes that 80% of the current market in the United States is mainly shopping centers, while some department stores in the shopping center as a main store to occupy a certain area.

In China, this form has also appeared.