Embarrassment Of Small Theme Department Stores

With the gradual subdivision of the department store market, a format known as "small theme department store" has been highly praised by the industry recently. These consumers are not all people, but a specific group. Their appearance is an important supplement to large shopping malls, and plays an important role in enriching the market.

This format usually takes the form of store in store, with an area ranging from 1 thousand ~5 to 1000 square meters, which brings together fashion brands, including clothing, footwear, accessories, bags, cosmetics and many other categories, and even furnishings for home furnishings. Among them, typical representatives are featured department stores represented by Wangfujing "Shang Shang" department store and new world women's department store, as well as the department store of hQ, represented by Lian koff department store and NOVO department store.

New world women's department stores return to fashion personality Boutique Route

Compared to the 1836 beautiful women's department stores in Guangzhou recently closed down, the new world women's department store has become more powerful, and has recently been modified to expand the business scope of the personalized shop. The products are dominated by fashion, fashion and personalized clothing. The style is dominated by Japan, Korea, Europe and the United States, and DIY accessories.

Women's one stop at the beginning of the new world women's department health care reform Shopping The lecture on horoscope, chef recipe and coloured drawing activities, regardless of female students, white-collar workers or housewives, meet the needs of all modern women.

The modification of the shopping mall has expanded the business scope of the personalized shop. The brand combination is not the general department store brand which is popular with the general public, nor is it the existing low-end commodity with the business circle, but the fashion personalized product is more. After the transformation, the new world women's department store returns to the fashion personality boutique route.

NOVO department store Beijing shop vacant

NOVO department store is located in Wangjing West Road, Beijing. It has been open for more than 4 months. The mall has its own elements and is the main customer. Most shops in the market sell absolutely what the people like, and the personality characteristics of the products are very distinct.

From department store to small department store NOVO store Beijing store, an area of 30 thousand square meters, settled in about 150 brands, through the disguised self purchase, buyer system and other business models for the first time to introduce dozens of new brands, originally to respond to 20-35 year old "minority" customer group has quite attractive, why encounter shops vacant embarrassment?

NOVO department store Beijing store is NOVO group after Chongqing store in the mainland. market The layout of the second department stores. NOVO is located in shops in Shanghai, Shenzhen and other places, mostly in the form of "store in store". In the view of the industry, there is a rift between NOVO department stores and merchants, which is actually due to their lack of experience in independent operation of shopping malls. This is evident from the turmoil in the core management of the mall.

NOVO department store Beijing store is the second department store that NOVO group has in the mainland market after Chongqing store. NOVO is located in shops in Shanghai, Shenzhen and other places, mostly in the form of "store in store". Therefore, most of the NOVO in Shanghai and Shenzhen take rental property and appear as brand identity. The market participants often invest heavily in the overall publicity. NOVO only needs more time on the level of commodity sales.

In Beijing, when NOVO becomes Party A from Party B, it needs to carry the banner of the overall publicity of the shopping mall and attract customers through its vigorous promotion. The difficulty of such work has obviously increased.

Wangfujing "hQ Shang Ke" to adjust

Last September, Wangfujing department store launched the "hQ Shang Ke" department store in the Zhong Kun square of Dazhong temple. It is reported that "hQ Shang Ke" brand is different from traditional Wangfujing department store boutique and mass department store positioning, mainly for young people aged 18-35. Nowadays, "hQ is still a customer" needs adjustment.

Insiders revealed that the reason for the adjustment was due to the failure of the main store in the past year.

But this argument is denied by Cao Shibin, Minister of development of Wangfujing Department Store Group: "we will carry out the brand structure adjustment of" hQ Shangke "in Dazhong Temple Square, including name and customer orientation. In the hope of improving its fashion, we should differentiate the brand of Shuang an shopping mall, contemporary shopping mall and Huayu fashion shopping center as far as possible. Trading Area Dislocation management.

Shop shopping environment is very good, some brands are also excellent, such as MANGO, Ecco and so on, but overall, the discount is not big. Although the passenger flow has increased, it is still not ideal, and there are not many people in the mall.

Lac Crawford bought the mainland system "acclimatized"

In October 27, 2007, Hongkong's high-end brand store opened in Beijing, Financial Street store. In May 2011, the first discount store in the mainland market was officially unveiled in the eastern part of Beijing. Echoing with Lane Crawford, Financial Street shopping center, Beijing.

The operation of Lian Crawford in Beijing does not seem to be as successful as in Hongkong. Because of the high operating profit, the buyer system is the mainstream business mode of department stores in developed markets such as Europe and the United States. The main feature of the "buyer's Department" department store is that the purchased goods will no longer be sold as brand units in the shopping malls, but will be placed in style stores. But this mode is a "niche" in the domestic department stores.

The advantage of buying hands is reflected in the cost control. Because the buyers of shopping malls depend directly on the buyers of the retailers to buy the goods, their operating profits come from the selling price difference of the commodities they sell, and many intermediate links are omitted. The gross profit rate is much higher than the "joint deduction point" mode.

If the buyer team and supplier channel have a good grasp, the difference will be well reflected in the goods, consumers will feel more characteristic. But the buying system is responsible for the sale of goods, but the sales of goods can not be returned to the manufacturers. Over the years, the buyer system is an effective way to change the serious homogenization of the department stores. But the risks inherent in the buying system make us hesitate.

Some industry experts believe that apart from some large department stores, the voice of the entire retail channel is dominated by large brands. This has led to a marked increase in the prices of many commodities in the country than those in foreign countries. China The transformation of the mode of economic growth has brought about adverse effects. Therefore, in order to get rid of this adverse effect, the possibility of a prosperous buyer's shop will exist in the future.

Beijing Wangfujing department store (Group) Limited by Share Ltd chairman Zheng Wanhe seems that the development of retail enterprises is based on demand, market segmentation is the future trend of domestic commerce, but also marks the maturity of comprehensive department stores.

In fact, since the 90s of last century, there have been a series of characteristic theme stores in the Beijing market, including the women's department store, the Wangfujing department store, the SOGO department store in Beijing, and the "Ladies' Pavilion" and "gentlemen's Pavilion" four years ago.

From the present point of view, "small theme department stores" have encountered many bottlenecks in development, although the market reaction of these theme stores is flat, and most of them are aborted. However, the direction of "minority" is not wrong. Only when we are doing the concept of "minority", we need intensive cultivation.