Where Will The Department Store Of A Single Department Store Encounter "Cold Current"?

Pacific department store closed out of Beijing, and Guangzhou's department stores in southern China had a hard time. Near the end of the year should be a peak season for commercial consumption, but the Yangcheng department store is collectively owned. Secret worry 。 Recently, the Guangzhou department store veteran revealed that, in the first three quarters of this year, the total retail sales of social consumer goods in Guangzhou increased by 4.7 percentage points year-on-year, and the Guangzhou department store industry was getting cold. Despite the steady development of the financial statements of several shopping malls such as Guang Bai and friendship shopping malls, a number of department stores have been established since September. Sales volume There has been a continuous decline of 10%.

As for the "cold current" attack, some people in the industry think that the traditional department store mode similar to the development of Pacific department store has encountered bottlenecks. Under the pursuit of e-commerce, traditional department stores enter the long "cold winter" brought about by the constraints of development mode. However, there are also people who believe that the decline in the performance of Guangzhou's department stores is mainly due to the fact that Inflation Export reduction and other factors, which are phased. Weak from fatigue It does not mean a long decline.

Phenomenon

Sales of winter clothing dropped by 30% over the same period last year.

The autumn is bright and the sun is shining brightly. The snow has passed, and the Yangcheng is still blowing with wind and sunshine, and the sun shone down on people's faces. But the warm current did not pass to the major department stores. Reporters recently learned from a number of authoritative channels that sales of many department stores in Guangzhou decreased by 10% in September and October compared with the same period last year. Department stores are worried about the recent sales of the two main players of clothing and household appliances.

Affected by the rising price of raw materials and labor costs, the average price of winter clothing has increased by two or three over the past year. Coupled with the "autumn tiger" brought about by the heat has not retreated for a long time, the winter of Yangcheng is late, bringing the winter clothing sales sluggish, and the market consumption is slightly cold. Many shopping malls in Guangzhou indicated that clothing sales volume fell by 30% compared with the same period last year.

A clothing shopping center official told reporters: "in Guangzhou, fashion brand winter clothing has been listed in late September, because the weather is hot, so far has not really sold. In addition, this year's winter clothing sales are also facing a more difficult matter, that is, the Spring Festival came early, and after the Spring Festival, the winter clothes were sold at the end of the season. This means that the sale time of winter clothing has been shortened.

A brand clothing boss sighed, "not only is Guangzhou not cold, but the north is not cold." Our clothing is spanferred from north to south, and from south to north, there is no sales peak yet. {page_break}

Appliance sales overall weakness

Clothing sales complain, while reporters found that the sales promotion of electrical appliances market also came out a market signal: electrical appliances sales are not ideal. Industry insiders said that the performance of home appliances stores this autumn failed to go all the way, and the trend of traditional household appliances was weak.

"The minimum value of household appliances is 55% off, and the concession of household appliances is as low as 28% off. Last year, the sales promotion of household appliances was at most 10 percent off. " A department store salesperson admitted that the real estate downturn, inflationary pressure, sales of household appliances were also blocked. This year's home appliance discount is the largest in many years, and sales have increased year after year, but sales have not yet reached. Expect Goals.

According to the introduction, electrical appliances sales have increased by two digits in the past year, and sales in the first half of this year were flat or single digit growth. And some home appliance stores in downtown Guangzhou have seen a drop in sales this year.

The industry believes that the property market has failed, the real estate downturn, people do not move, rigid demand TV, refrigerators, washing machines and other big power is difficult to sell. On the other hand, the consumption stimulating effect such as the old and new is decreasing, and the new products have not been able to attract the upgrading of electrical appliances.

Probe into

The overall economic situation affects consumers' desire to buy.

Xie Shiping, managing director of Mei Dong department store, told reporters that the recent international and domestic economic situation is not ideal and the overall demand has declined. At present, the domestic property market, stock market downturn, high prices, a series of phenomena reflected in the retail market is lagging behind, the first few quarters can not see, in the past two months, the impact began to appear.

Xie Shiping analysis shows that the impact of macro environment on retail industry is mainly manifested in two aspects. First, under the influence of inflation, the disposable income of residents is decreasing. High prices lead to increased consumption of food for consumers, squeezing the clothing and fashion consumption space. On the other hand, in the economic recession, consumers are uncertain about the future, resulting in a decline in consumer psychology and a decrease in impulse buying.

In Xie Shiping's view, the decline of the department store industry is phased, but in the current situation, the impact will start at least for the first half of next year. {page_break}

Online shopping attacks department store industry

"I have already looked at the style on the Internet, and try it in the mall." Miss Wang, a shopping Mademoiselle, told reporters that in the past two years, she often cleaned clothes on the Internet. Similarly, the clothing of the same brand and style needed about 1000 yuan in department stores, and only 200 yuan on the Internet, that is to say, even seventy percent off of department stores were more expensive than online stores.

Miss Chang also told reporters that the proportion of shopping and shopping online was half and half. The proportion of online shopping has reached seven or eight percent this year. Not long ago, when she went shopping, she saw a pair of leather shoes at a price of more than 500 yuan, copied the shoes numbers down, and searched the Internet for a price of only 200 yuan, equivalent to half off.

In fact, in recent years, department stores' living space has been increasingly squeezed by shopping centers and e-commerce. Especially in e-commerce enterprises without the cost of rentals, they have lower prices to give profits to consumers.

The main groups such as white-collar workers have moved to the Internet, prompting the sale of autumn and winter clothing sales doubled this year. Statistics from Taobao show that the overall sales level of Taobao's autumn and winter clothing sales this year increased by 2 times compared with last year, and several categories even increased 3 times compared with the same period last year.

A few days ago, the head of a large department store in Guangzhou said that the rise in the cost of labor, the rents of property rents and the increase of procurement costs in the upper reaches of the supply chain made it difficult for traditional department stores to do so. Compared with the same period last year, the sales volume of department stores increased by 10% instead of increasing.

In order to complete the sales task at the end of the year, the large-scale promotional campaigns of the department stores have long been "open", and the new product half off is no longer rare, and the competition is becoming increasingly fierce.

Coping with

Department stores accelerate business specialization

As the leading enterprise in Guangdong department store chain retail, the group has actively promoted the rapid development of diversification and differentiation in recent years. It takes department stores as the core and synchronized development of shopping center, supermarket, electric appliance monopoly, online shopping, and commodity distribution. It also takes the theme business city as the main target, and forms a rich business combination of consumption service. In November 18th, Guangzhou 100 electric appliances in the six floor of the East American department store, with an area of about 1300 square meters, became the first fashion boutique.

It is understood that Guang Bai electrical fashion boutique electrical shop with "fashion, environmental protection, energy saving, safety and health" as the product mix concept, on the basis of a complete range of products, each product only selects the top five brands, and sets up five college districts to form a fashionable star lineup. Huang Yongzhi, CEO of Guang Bai, said that in the future, Guang Bai electrical appliances will open shop in a variety of forms, such as professional shops, shopping mall main stores, department stores and other stores, and win by scale. Its expansion speed is faster than that of department stores.

In the next few days, Guang Bai group won the bid for the new shopping mall of the veteran cadre activity center of Guangdong Province under the next town of the agricultural and forestry lower road business circle, and won the ten year management right of the first two floors of the shopping mall.

It is reported that Guang Bai group will make a new trial with the company as the main body. The first two storey shopping malls will be built in the series of "Guang Bai Shang Jing". It will become the most distinctive and stylish one-stop cultural charm theme mall in the agricultural and forestry road business circle, and even Guangzhou. It will set up excellent international and domestic brand glasses, fashion clothes, famous brand watches and other manufacturers and suppliers, and operate with the two major department stores and other types of shopping malls under the agriculture and forestry road business circle. {page_break}

Depth

Traditional department stores enter the bottleneck stage?

In the past 2 months, the performance of many department stores in Guangzhou has fallen, though not as large as that in the real estate market. However, for the department store industry that has maintained a continuous turnover in the past 4 or 5 years, the decline in the number of digits has been enough to make the Department store more vigilant. Does the recent failure situation mean that the domestic department stores are facing a new winter test?

Some people in the industry even said that due to the change of consumption demand, the traditional department store mode of single store has already encountered bottlenecks, and there will be a new round of elimination.

Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, said: "as commercial real estate has become the focus of hot money investment, shopping centers and urban complexes are booming everywhere, and the overall business area has increased. The most important thing is that consumer demand has also changed. The demand of consumers to shopping malls has changed from simple shopping to multi-functional support such as entertainment, catering, leisure and so on. Therefore, the survival of traditional mono department stores has been faced with enormous challenges, and it can be said that it has entered a bottleneck period of development.

Guangzhou's senior business people also expressed the same view. He believes that the development of the Pacific department store with the expansion of single store mode has sounded the alarm for the development of traditional department stores.

Some retail analysts have suggested that the beauty of the department stores must be alert to the erosion of profits, such as the cost of labor and the cost of rentals, and so on. A number of analysts believe that we should be alert to the slowdown in consumption growth in the second half of the year, and the risk that the cost of labor and property continues to rise to the development of department stores.

Xie Shiping, managing director of Mei Dong department store, agrees with this statement. He believes that at the end of the year, this risk has been reflected in the department store, and the profit space of enterprises has been continuously compressed. It is mainly manifested in the following aspects: first, the incubation period of the new store is lengthened; the two is slowing down the development of the department store industry. {page_break}

Where will the department store go?

Faced with various pressures, will the department store industry decline and where will it go?

Xie Shiping analysis, department store format will not decline, but how to scientifically position, how to operate is the key. As a department store, brand, fashion, honor, function and environment are sold. But in different regions, such as suburbs or downtown areas, how to highlight their own characteristics is different. The managers of department stores can only get the survival ability by finding the most suitable management characteristics.

There are also people in the industry who believe that next, the department store industry will develop towards the close combination of real estate. For example, enter the shopping center, or build a shopping center yourself. In addition, the other direction of the development of department stores is the refined professional store mode, which specializes in specific consumer groups, with a small business area, and has the advantage of small boat and good turn.

It is reported that the new world department store in Hongkong has begun to try in this area. Its department stores are divided into different professional department stores, such as fashion, women's department stores and so on, and have achieved great success in the Shenyang market. Reporters found that after the capital increase, the first capital invested in the property of the new city, and the shopping center as one of the key development projects in its development goal. At the same time, Guang Bai shares have begun to accelerate the development of GBF, Guang Bai appliance, Guang Bai supermarket and other professional chain formats.