High End Department Stores Compete For Emerging Community Markets

What is the most tiring thing in shopping? Surveys show that nearly 65% of Beijing residents choose to travel on the road.

Public pport is not convenient and traffic is heavy. Many people feel tired and tired, especially those traditional business circles such as Wangfujing and Xidan.

Many consumers want to take a good holiday holiday shopping, but because of the inconvenience of travel and complaints.

More and more people will choose to shop in nearby stores, avoid peak crowds, and enjoy their private time.

Therefore, community shopping has become the most ideal choice.

Whoever can first put the terminal of clothing sales firmly in the community, who will get the initiative; who will enable consumers to spend their clothing in the community for a long time and happily and comfortably in the community will win the battle of the community.

In September 10th, Tian Lan's first community store opened in Qinghe. Facing the new economic form and new commercial development pattern, the ninth shops of Tian LAN tail goods weighing more than 10 thousand square meters were settled in Qinghe.

The Qinghe store is the first large-scale community store located in the community targeting the residents of the community. The total area of operation is 10000 square meters, with a total of 4 storeys.

The main business is brand shoes, jewelry, cosmetics and so on. The two level is men's shoes, while the three is sports.

As the first community store, Tian LAN Qinghe shop will be more effective in conveying the cultural concept of "maximum discount and over value consumption".

It is reported that Qinghe is one of the largest floating population in Beijing. Most of them belong to migrant workers. The floating population in the surrounding communities, with a population of 300 thousand times a day, has laid a solid foundation for business in the region.

Large consumer market, many businessmen waiting for action, have settled in Qinghe.

Tian LAN tail cargo is 100% commercial group. It is a well-known domestic inventory handling professional service organization. It mainly manages the domestic second line brand stock tail cargo, and now has nine chain stores, including Tian LAN, Les, Tian LAN and other retail brands.

In the high inflation environment, the pfer of the consumer market has become a headache for many businesses.

However, in the commercial war, sales are the kingly way. Many businessmen actively pursue the new interest growth point, and actively join the community store of tail goods. At the same time, they also open up a new sales mode of famous brand.

It is understood that the Tian LAN tail goods Qinghe store opened in the early days, attracted a large number of well-known brand business interests, such as Anta, 361 degrees, good people, camels, Giordano and so on.

At present, more than 50 domestic first-line brands have been settled in succession.

Since its opening in 2007, the first branch of Tian LAN goods store, Li Ze Bridge store, has opened 9 branches in Beijing in just 3 years, including lizze bridge shop, Muxiyuan store, Dazhong Temple store, Shijingshan ancient city store, apple orchard store, Liuliqiao flagship store, Qinghe store. Zhengzhou has opened 2 branches, the Yellow River Road shop and 27 square store, and its annual output value has exceeded hundreds of millions of yuan.

Tian LAN tail cargo has become the largest commercial operation company in China's tail cargo industry.

From prosperous commercial center to community business circle, based on the commercial development standard and fully integrated with the local business circle, Tian Lan's tail cargo has gone out of a meticulous development path. The scale of single store is strictly controlled at about 5000 square meters ~10000 square meters. It aims to enlarge the brand share, deepen the management of stores, and establish the unique competitiveness of Tian Lan's tail cargo.

100 percent of the group's general manager, Wu Da Bureau, said: "within 3 years, Tian LAN brand will open more than 30 stores and stores in the whole country with a scale of 10 thousand square meters, mainly targeting at the two or three line cities, such as the provincial capital, etc., which are developing rapidly in the tail cargo market, and will shoot the whole market at the fastest speed."

Renowned commercial real estate planner and tail goods standard expert Liang Jiliang said that this year, the impact of excess liquidity has gradually emerged, and a large number of capital has entered the real estate and commercial real estate sector, resulting in asset price bubble, and commercial and property rent increased rapidly. Rent cost has accounted for more than 60% of the total cost of retail enterprises. If these enterprises want to break through the bottleneck of expansion, they must jump out of the limitations of opening shops in prosperous commercial areas. This time, Tian LAN has launched new stores into the community, and has made the first demonstration for other business enterprises in the innovation of expansion mode.

{page_break}

Not only is the tail cargo, but even the main channel of clothing sales -- department stores will focus on the development of the community.

In any city, the downtown business district is always limited. When the core business circle can no longer accommodate more department stores, the community department store close to the second business circles is bound to rise suddenly. It is not only a further subdivision of the city department store industry, but also an important bargaining chip for the prosperity of the city's vice business circle.

"In fact, community business is promising."

Industry experts pointed out that at present, many "business super giants" only focus on the business center, many large community business matching is not perfect.

"There is a great demand for community commerce. After all, people's daily life still depends on community services.

Retailers should not focus their eyes on big business circles and lose business opportunities in community businesses.

With the expansion of residential areas to the Fifth Ring Road and the acceleration of suburban urbanization, new residential areas have created huge commercial market space.

Under the intense competition of commercial outlets in cities, metropolis department stores have turned to new residential areas with growing space.

The residents of the new residential areas are younger, and most of them are white-collar workers whose income level is higher. Their consumption power is not lower than that of urban consumers.

It is understood that Beijing's old department stores have also opened stores in Daxing and Shunyi.

Guo Zengli, director of China shopping center industry information center, believes that the development of department stores to new residential areas can pave the way for the development of multi city commercial structure.

Unlike the current urban department stores, which emphasize clothing and other consumer goods, community department stores should emphasize the importance of daily life and pay more attention to the products with higher purchase rate.

The combination of community department stores and supermarkets that run daily necessities can better capture the needs of the community. "But this combination is only the initial stage of the development of community stores, and the department stores should extend their supporting consumer products and adjust their products."

Guo Zengli emphasized.