The Mode Of Joint Operation Makes The Department Store "Thousand Shops Side".

commodity

"Thousand stores side" into a stalemate of homogenization

A few days ago, the Guangzhou department store homogenization report, which was first launched by the first commercial network, conducted an in-depth study of the brand distribution of Guangzhou friendship, Guang Bai department store, new Daxin department store, Wangfujing department store, Mei Dong department store, Xinguang department store, new department store, Dongshan Department Store, Dongshan Department store, Huayi department store, Tianhe department store, and China department store. The distribution of "12 stores" in Guangzhou department store showed that the "thousand store side" of the department store was very homogeneous. The repetition rate of women's shoes was over 80%, sports goods were over 70% and cosmetics were over 40%.

According to the report data, the most serious category of homogenization in Guangzhou department stores is mainly in three categories: Women's clothing, sporting goods and cosmetics.

The brands with the highest repetition rate were: lesaunda, Teenmix, cat and BELLE;

NIKE, CONVERSE and Lining; cosmetics brands with the highest repetition rate are: OLAY, LOREAL, MAY-BELLINE......

It is easy to find consumers who often stroll in shopping malls, although many brand stores are located in different shopping malls, their decoration styles are very similar, and sales promotion methods are almost the same, even the positions of clothing hanging boards are almost the same.

For example, there are Nike in Adidas, and there are also L'OREAL in OLAY.

For the homogeneity of this department store, Huang Huajun, President of the first commercial network, said: "at present, most department stores in China have become the" two landlords "role, turning from the self management mode to the operation of the department stores, and the brand operators control the" brand joint operation "mode of goods entering, selling and storing.

In fact, not only is the department store in Guangzhou, but the phenomenon of commodity homogenization is common in the national department stores.

Take some large shopping malls in Beijing, in addition to the different shopping areas, the brand similarity in SOGO, Zhongyou and Jun Tai Department stores is almost 70%, and even the layout of shopping malls is very similar.

Take the shoes brand of the first floor of shopping mall as an example, these three shopping malls are stationed in twenty or thirty brands, and the styles of goods are exactly the same.

In clothing, popular brands are available in almost every shopping mall, and there are no distinctive brands with different brands.

In the cosmetics counters, the faces of several big stars are attached to each shopping mall, and the brand similarity can reach more than 95%.

The malpractice of "joint operation" is obvious, and the voice of buying system is getting higher and higher.

Since the 90s of last century, China's department stores have shifted from self run mode to brand joint mode.

Brand association is characterized by the provision of business premises by department stores, and the entry, sale and storage of goods are controlled by brand operators.

The mode of "brand association" is that the brand dealers and agents take the place of the shopping malls to undertake the selling risks of the merchandise. They invite merchants to enter the store through the way of investment, and the stores have unified layout, unified management, unified image, unified sales promotion, unified cash collection, profit rebate and bottom guarantee. When the sales of goods are not smooth, the brand stores are responsible for themselves.

The operation mode of department stores has made more and more brands that want to expand their popularity, choose department stores to improve their exposure in front of consumers, and for department stores, they will spare no effort to pursue brands with high popularity, so as to attract consumers to come.

Under the joint action of mutually beneficial symbiosis, the brands and commodities of department stores will gradually converge, and this is also the reason for the serious homogenization of brands and varieties in domestic department stores.

The "side effects" of brand association are not only here, but also play a role in suppressing the growth of those new brands.

The department store has no obligation to support the growth of small brands for its own interests. Because of the fact that those new brands are unable to create greater benefits for department stores, they still have to withdraw from the market and have no chance to step into maturity.

Compared with the most mature department stores abroad, most of them are independent procurement, including buying, selling, purchasing, logistics, warehousing, distribution and marketing system.

From this point of view, the Chinese department store industry with brand joint mode is essentially not the same concept as foreign department stores.

As for how to solve the dilemma of general merchandise homogenization, Huang Huajun suggested that the department stores should resume the buying system, and the purchasing personnel of shopping malls should go directly to all parts of the world to purchase goods from manufacturers.

"If the buyer mode is well done, the mall will have more than 60% profit margins."

Secondly, online shopping is no longer a supplement to dispensable business entities. Traditional department stores can tap new profit growth points.

In fact, the fundamental reason why department stores fail to achieve large scale self employment is the lack of excellent "buyers".

It is imminent to set up a strategic plan for training "buyers" and set up a professional standard for "buyers".

However, some experts believe that the lack of "buyers" is only a superficial phenomenon, and the underlying problem lies in the fact that department stores have long taken the business mode of joint point deduction. Brand dealers and agents have taken the place of shopping centres to take the risk of selling goods, and department stores do not contact statistical information about the sale of goods in stores, so they do not have a comprehensive understanding of the layout of products and the preferences of consumers.

The department store industry is about to enter the stage of structural readjustment. At the same time, there will be new business opportunities. It will be a general trend for us to develop fine and differentiated operations.

Huang Huajun looks at the future trend of department stores.