This Year, The Department Store Industry Is Developing Stern.

A number of department stores cut their expected performance last year. This year, industry revenue growth and net profit growth are expected to decline.

As of mid February, there were more than ten retail outlets. list The company issued the 2011 annual performance increase notice or amendment notice. Reporters noted that a number of department stores operating conditions lower than expected, or even cut the expected performance. Analysts believe that the impact of the macroeconomic situation, retail market The tightening of the overall environment has become a major factor affecting the annual performance of enterprises.

For the trend of the department store industry in 2012, many industry experts said that sales growth and net profit of department stores declined in the first quarter of 2012, due to the decline of domestic and foreign economic growth and the impact of online shopping. The industry will face a severe test. It is estimated that the annual growth rate of industrial revenue and net profit growth will drop to 15% and 20% respectively.

　 A number of listed department stores have lowered their expectations.

According to the latest statistics released by the National Bureau of statistics, the total retail sales of consumer goods in 2011 totaled 181226 billion yuan, an increase of 17.1% over the same period last year. The sales volume of 3000 key retail enterprises nationwide increased by 15.9% over the same period last year, but the growth rate slowed down 2.2% compared with 2010.

The reporter learned from the 2011 performance of department stores recently revealed that the performance of many department stores last year is worse than that announced at the beginning of the year. Many companies such as Wangfujing, Ren Ren Yue, Tianhong emporium, first commercial stock and Xinhua Department Store released the annual performance amendment notice last year, which lowered their performance in 2011.

The latest announcement of Tianhong Shopping Center said that the 2011 profit forecast was down by 10 percentage points. The announcement shows that the net profit attributable to shareholders of Listed Companies in 2011 was 557 million 748 thousand and 500 to 606 million 248 thousand and 400 yuan, up 15% to 25% compared with the same period last year, and the company's net profit in 2011 was expected to grow 25% to 50% over the same period. The expected performance of Shenzhen people's happiness decreased more obviously. The net profit in 2011 is expected to decline by 20% to 30% over the same period. According to the revised notice of the 2011 Annual Performance notice issued by the company, the previously disclosed figures predict that the net profit of the company will increase from 0 to 10% over the same period last year in 2011. For the reasons for the decline in performance, people explained that the new store is in the incubation period, the slowdown in sales growth and sales promotion are three main reasons.

In addition, the growth of total revenue of Guang Bai shares, Xinhua capital and Ginza shares last year also slowed down compared with the previous year. The latest 2011 Annual Performance Bulletin of Guang Bai shares shows that last year, the company achieved a total revenue of 7 billion 183 million yuan, an increase of 23.33% over the same period last year, but the growth rate of 2010 was 25.78%, a year-on-year growth rate of 2.45%.

Wang Danqing, a partner in management consulting, said that the increase in human costs, excessive rents, the penetration of online shopping and some profits had caused the overall size of the retail industry to increase in 2011, and profits rose, but profit margins declined.

　 Department stores are the most affected by consumption environment.

"Department stores have lowered their expected performance last year, mainly due to poor consumer market environment in the fourth quarter of last year." Huang Wenjie, director of business consulting at Chu Rui, said that many department stores failed to achieve the double target of sales and profit in the past year, or the proportion of completed CEO was lower than in previous years.

He pointed out that compared with supermarkets and electrical appliances stores, general merchandise stores do not enjoy the policy support of replacing old ones, home appliances to the countryside and energy saving subsidies. Most of the commodities supplied are not necessities, so sales and profits are first hit by high inflation. Coupled with the domestic and international economic situation is not ideal, the domestic property market continued to slump, resulting in a decline in consumer psychology expectations, and department stores in these environmental changes are most vulnerable to impact, the most vulnerable to "injury."

Peng Qiang, vice president of Guangzhou Institute of business economics, also pointed out that there were many festivals in the fourth quarter of last year, which should be the peak season for consumption. However, the growth rate of sales in Guangzhou department stores was down significantly, and the growth rate dropped to single digits, significantly lower than the national average.

In addition, in the past seven days of the Spring Festival holiday, although the 9 major stores such as Guang Bai, friendship, Tianhe, new Daxin, modern, Wangfujing department store, Xinguang, Dong Bai, and China had attracted more than 520 million yuan, the sales growth of many department stores slowed down compared with that of last year. Sales of friendship, such as Guang Bai, grew by only about 7% to 8% last year. Last year, the sales volume of two department stores increased by 15% to 20% during the Spring Festival Golden week last year. The sales of Singapore's new year's Spring Festival increased by 7% compared with the same period last year, while the increase in the same period last year was 18%. {page_break}

Worry

Faced with multiple challenges, the situation is more serious.

As the saying goes, a light three ruins, new year's day, Spring Festival after the department store industry has entered a small off-season, the first quarter of strong pessimism continued to strengthen. Ma Ruiguang, President of yma international consultancy, said that in 2012, retailers will face the competition brought about by the expansion of scale benefit. With the rise of the electricity supplier, the operation and operation of the enterprises will face more severe challenges. He pointed out that this year's enterprise's human cost and other aspects of the growth rate is fast, plus the rental of stores and the growth of new stores, and so on, or there will be a closed shop.

Huang Wenjie also pointed out that the situation in the first half of this year is not optimistic. On the one hand, Europe and the United States and other countries have not yet stepped out of the international financial crisis. On the other hand, under the influence of continuous domestic inflation, this year, the domestic property market will continue to slump due to continued regulation and control, which will affect its upstream and downstream industries, such as appliances, curtains and other home appliances sales in department stores, which will lead to a more severe market situation for department stores this year.

In addition, in recent years, the electricity supplier has developed rapidly. Over the past three years, the compound growth rate has exceeded 100%, which is higher than the growth rate of traditional channel consumption. According to statistics, the scale of China's online shopping market in 2011 is expected to reach 800 billion to 900 billion yuan, up 75% over the same period last year, accounting for 3% to 4% of the total retail sales of consumer goods in China. According to Nelson's latest consumer confidence index released by 3/4, consumers in the first tier cities will choose more online shopping, and the impact of online shopping on traditional department stores will continue to expand.

Ma Ruiguang also said that this year's new store incubation period may be lengthened, and even the phenomenon of acclimatization will increase. Previously, due to the intense competition in department stores and the sharp rise in rental costs, the Pacific department store closed 2 stores in Beijing, while the performance of Guang Bai Department Store in Wuhan and Chengdu has not been ideal for two years.

In addition, before the Spring Festival, the five ministries and commissions of the state jointly issued a "work plan to clean up and clean up large retail enterprises to violate the regulations of suppliers". After the Spring Festival, five ministries and commissions jointly rectify the action of large retailers' passage fees. It is reported that recently, the Ministry of Commerce began to launch field visits throughout the country, and relevant departments in Guangdong are also conducting a thorough investigation. Next, specific measures will be introduced. This will reduce the profit margins of retail enterprises to a certain extent, and the willingness of suppliers to raise prices will be strengthened. Retail enterprises are facing price pressures from suppliers.

　 Happiness

Promoting consumption policy is expected to rejuvenate the industry.

In view of the poor performance of the market since the fourth quarter of last year, Guangzhou's major business super players are actively taking measures.

Guang Bai shares said that in recent years, department store sales in the past few years, the number of two digit growth in a downward trend, is a normal adjustment phenomenon. The plain market situation just gives the Department industry the opportunity to improve its internal strength, so as to enhance the level of meticulous operation and management.

The head of Guangzhou Wangfujing, modern department store and Xinguang department store said that this year will introduce more special store formats and improve the functional combination of shopping malls so as to boost passenger flow and improve performance. At present, a number of shopping malls have reached a cooperation intention with many special brands around the country, and will enter the store in the form of counters.

However, some securities analysts are cautiously optimistic about the trend of retail stocks this year, and think that this year's performance will be better than last year. "With the upcoming national two sessions, policy measures to expand domestic demand and boost consumption are expected to be further promulgated and implemented. From time to time, May to June may be the turning point of the department store data. Some Securities pointed out.