Economic Downturn &Nbsp; Department Stores Or Entering The Coldest Winter.

The 2012 new year has just arrived, and the commercial discount war has already started.

On the 3 day of new year's day, the sales promotion of ten major department stores in Guangzhou was fierce. Their official website and official micro-blog began to play a "discount war" from the end of last year.

The host family discounts, and the western family makes profits.

Yangcheng's "discount wind" continued after last year's "eleven" golden week, and is now blowing into this year's opening market.

Whether the discounted discount is the result of the mature market competition or the anxiety of businessmen in the "cold winter" industry?

Since last autumn, the department store industry in Guangzhou is getting cold.

Starting in September, sales in many department stores have been declining for a period of 10%.

In the first three quarters, the total retail sales of social consumer goods in Guangzhou increased by 4.7 percentage points year-on-year.

In addition, there are authoritative sources, according to incomplete statistics, at the end of last year, about 80% retailers in Guangzhou have not completed the sales task of the year.

Even such an industry "cold spell" attack, also can not stop the pace of the department store opening, before and after last month, Guangzhou department store opening ceremony in Guangzhou and Pearl River Delta region frequently staged.

The main characters include Guang Bai department store, Guangzhou friendship mall, Tianhe department store, Metro, Jusco Island, Wanning and so on.

What are the "big names" of the Yangcheng department store? Why are they "impulsive"? What kind of spring will this collective mass expansion bring to Guangzhou's department stores?

Department stores start business

Last November 5th, Tianhe City department store, a symbol of Tianhe business circle, entered the Baiyun Business District of northern Guangzhou, located at Baiyun New Town store, Tianhe City department store, five apron shopping center of Baiyun District.

According to relevant sources of Tianhe City department store, Baiyun District has a population of up to about 2000000. Tianhe department store has entered Baiyun District for the first time.

Baiyun New City store will take the "boutique department" route, will introduce more new brands, women's clothing elements will also be more abundant.

Tianhe City Department Store in action, its competitors are not idle.

Last December 2nd, the Phoenix Plaza store was officially opened.

The new store has an area of 40 thousand square meters and operates in the shopping center. Many brands including Wo Lu sushi, long live Japanese cuisine, and Zhou Dafu, SONY and apple are introduced in the store.

Reporters learned that, as early as 8 years ago, Guang Bai has been distributing Huadu.

Guang Bai said, because the old shop's business area is only 5000 square meters, it is difficult to adapt to local consumption demand.

Phoenix Plaza is located in the commercial golden zone of Huadu new town. It is the commercial landmark of Huadu City in the future.

Guang Bai is looking at the huge market potential and consumption demand of the locality, and plans to build the Fengbai Plaza project into a large department store complex integrating shopping, dining, entertainment and leisure. The consumption power will radiate the entire Huadu District and the Pearl River Delta region.

Immediately after that, Metro, a global leader in self-service wholesale business, once again launched its efforts in Southern China. Huadu's "superior product remittance" opened in December 15th and became the third branch of Metro in Guangzhou after Tianhe store and Baiyun store.

On the same day, the retail chain brand Wanning new concept store Taigu Hui flagship store was unveiled in Guangzhou, too, while the five parking apron of Jusco (food supermarket) met with the public on the second day.

The news of the store is coming. According to the reporter, the new store of Tianhe department store in Dongpu, Guangzhou will also unveil the mystery in the near future.

If you add Guangzhou fashion Tianhe, Wenchang North Millennium source, Oriental handicraft trading center, Wuyang new star Tianjie street, Kang Wang North Star domain and some other newly opened or upcoming shopping malls, only Guangzhou's commercial area suddenly increased by hundreds of thousands of square meters within a month.

Such a scale is more ferocious than the opening of "4 stores in Guangzhou in a month" in 2008.

High end department stores seize the market in Foshan, and the phenomenon of "commercial city" appears.

Reporters found that in the department store business has entered Baiyun, Huadu and other suburban district business district at the same time, Guangzhou high-end department stores have layout Foshan business market.

At the end of December last year, Guangzhou friendship was officially opened in the new store of Foshan international business center.

Reporters learned that the new store business area of nearly 30 thousand square meters, there are 7 floors, will introduce nearly 500 well-known brands at home and abroad, including women's clothing brand d 'zzit, French women's shoes achette and other more than 10 brands for the first time in Foshan.

Guangzhou's high-end department stores are also rushing to the Foshan market.

Last March, Guang Bai took 536 million yuan to make a piece of land in the Jinshazhou of the South China Sea.

Subsequently, the Wangfujing department store also announced that it joined hands with hung Sheng hung to win a piece of land along the Jihua road with a price of 350 million yuan.

It is reported that the net site area of the plot is 42394 square meters, and the high-end shopping malls will be built on Wangfujing. It is expected to be put into use at the end of 2013.

Xinguang will lock its first expansion in the Nanhai new world, and will enter the 1 to 4 tier of Nanhai Xintiandi, with a business area of 25 thousand square meters, with a lease term of 15 years. It is expected to be officially opened in May.

People in the industry pointed out that the department store brand that has been entrenched in Guangzhou for many years is making collective efforts this year. After 7 years ago, Tianhe City department store and modern department store failed to return to Foshan market, the Guangzhou department store's two degree icebreaking.

The shop plan was fixed a year ago.

Businesses can't afford to lose early.

But statistics show 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.

A few days ago, some people in the industry disclosed to reporters that since last September, the sales volume of many department stores in Guangzhou continued to decline within 10%.

The industry "cold winter" has come step by step. Why are the store owners still opening new stores?

Wang Xianqing, director of the Institute of circulation economics, Guangdong University of Business, told reporters that "there is no way to open a new store now."

Wang Xianqing believes that these shop plans as early as in 2008 and 2009 have been put forward, and by 2011 to complete the renovation, it is impossible to brake the emergency, interrupt the pace.

In December, when Christmas season, new year's day, Spring Festival and other holidays came, it was a good time to increase the popularity of people.

Huang Wenjie, executive director of Guangdong Circulation Industry Association, also believes that the current plan for opening stores was set at the time when commercial real estate flourished last year, which can be described as the consequence of impulse at that time.

Huang Wenjie analysis, no one project began to invest in the early signing of the brand, and these brands will agree on the opening time, if postponed the practice will inevitably have the responsibility for breach of contract.

The developers either choose to terminate the contract at this time, or they can only start a partial low-key business.

"Merchants will be more willing to choose the latter. If they are postponed, they will only make the subsequent investment more difficult."

Reporters found that with the advent of the recent opening tide, Guangzhou business also appeared a new phenomenon low-key trial industry, which is quite different from the scenes before the merchants opened their business, and the scenes of lion dance.

"As we all know, opening a shop in this year's situation is not necessarily a good thing."

Wang Xianqing said that this year the major department stores opened more low-key and more cautious.