Poor Living Conditions; &Nbsp; Department Stores Three Ways To Meet The "Complex Era".

As an equal form of shopping center,

Change mode 1: enter the shopping center

Applicable type: small volume / chain department store

When the shopping center develops vigorously, entering the shopping mall as the main store is undoubtedly the easiest way to store the small quantity department store.

"Shopping mall has obvious advantages in terms of" big and all ".

For department stores, access to shopping centers does not require much change or pformation.

On the other hand, department stores can also fill some shopping centers.

However, not all department stores are suitable for shopping centers.

According to the insiders, the small size department store with a body size below 50 thousand square meters is the main force in the shopping center.

For example, the business area is 45 thousand square meters of hQ Shang Ke department store, twenty thousand square meters of Baisheng Mei Luo city store and more than 30 thousand square meters of Pacific Department Store Wukesong shop.

In addition, the signing of the agreement between the chain store and the shopping center is "binding", and it is also a shortcut for the development of department stores.

If department stores and shopping centers belong to one group, things will become more pleasant.

Such as Beijing Hualian Wanliu shopping center main shop - BHG

Transformation mode two: cross boundary commercial real estate

Applicable type: large department stores with abundant capital.

For department stores above 80 thousand square meters, cross-border commercial real estate seems to be a good choice.

At present, shopping center investors are making a lot of money in the field of commercial real estate. No matter how they operate, there will be a lot of asset appreciation as long as they start business.

Liu Hui, a business consultant, counted out the reporters.

The cost of the shopping center is about 1000-2000 yuan per square meter, and the cost of building, decoration, investment and so on is 3000 yuan per square meter. The total price is about 5000 yuan per square meter.

Once the shopping center opens, the valuation per square metre will usually be around 15 thousand yuan.

The operation cycle of capital is not more than five years, but the cash flow can increase two times.

On the other hand, the department store that has worked hard for several years, even the industry leader, does not increase its annual sales growth by more than 20%.

Therefore, more and more department stores try to maintain their own property.

However, the Department Store self built property and the real estate business pformation as a business, are facing the pformation of the inappropriate.

Guo Zengli believes that self possession property in department stores, that is, cross domain real estate, may affect its concentration in the retail business.

"The phenomenon of cross-border commercial real estate does exist, but it is only suitable for a small number of capital rich and expanding department stores, rather than the mainstream."

In Beijing, the department stores that insist on self holding property, such as Chongwenmen new world department store and Zhuang Shengchongguang department store, are all large department store giants.

Seate group also bought land right of Seth ole in recent days.

Zheng Weiqing, general manager of Zhuang Shengchongguang general merchandise department, said that Zhuang Shengchongguang department store, which is located in the "big department store", will insist on its own property, but the focus will still be on the retail business.

Transformation mode three: abandoning the joint venture mode

Type of application: innovative department stores

Guo Zengli believes that both the shopping mall and cross-border commercial real estate are "pitional strategies" in China's department stores.

From the perspective of long-term development, department stores should make changes in their business models and not be able to hold on to the joint venture mode.

"Due to the restriction of joint mode, the homogenization of domestic department stores is serious.

In foreign countries, the two forms of department stores are worth learning by Chinese enterprises.

One is to develop its own brand, the two is to try to buy it.

All two are fundamentally solving the problem of homogenization of general merchandise.

In foreign countries, the establishment of self owned brands in department stores is a common phenomenon. For example, the Messi brand American Rag has always been the best seller list in the department store.

In fact, 80% of Martha's department stores, which are truly 100 years old, currently use their own brand, "St. Michaels", which was founded in 1928.

Although China's department stores have tried some private brands, the effect is not ideal.

At present, Beijing's mainstream department stores, such as Wangfujing, Parkson, new world and so on, do not own their own brand goods.

Insiders say frankly that the development of private brand means that the existing supply chain system will be completely overthrown. Once the private brand is not recognized, the business will be turned to zero in the past few years.

The two international giants of department store, known as Paris's old Buddha and Lian KAFO, are all the leaders of the "buyer's Department" department store, but they have suffered a lot in the Chinese market.

In 1997, the first entry of Paris's Lafayette department store into Beijing was declared a halt.

15 years later, the old Buddha's department store opposite the joy city of Xidan is about to open in 2013. However, once it changed its "high-end" posture, it changed its popularity to the mass line, and was also considered a new strategy for China.

Guo Zengli said frankly that the "buying system" which is very popular in high-end foreign department stores is very difficult for Chinese department stores.

"Fierce competition among Chinese enterprises and rush buying department stores can easily be defeated by joint mode. Therefore, it is necessary to have enough courage, strength and patience to try to buy a department store.

From the inside of the enterprise, the buyer system is very demanding for buyers. In China, buyers with international level are scarce and have difficulty in landing. "

There are no successful buyers in China who have the ability to save department stores from homogenization.

And whether the buying system will shine in the future Chinese market, it will take time to prove it.