Zhong Du Department Stores Want To Reduce The Area &Nbsp; Foreign Department Stores Are Not Acclimatized In Hangzhou.

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Because of the potential consumption potential of the prosperous market, the foreign central department store rented the Telecom Building 4 years ago and opened the Qingdu store of Zhong Du department store.

It entered the core business circle of Hangzhou, which once caused great concern in the industry.

However, just a few days ago, Zhong Du Department told the outside world that it would sublet some of the shopping malls.

This has led to the industry's conjecture whether foreign medium-sized stores are facing climate change in Hangzhou.

Rent pressure is too high.

Yesterday afternoon, reporters came to Qingdu department store on Qingchun Road. The traffic flow and traffic flow on Qingchun Road were believed to be the golden section of gold.

On the first floor, several storefront customers are very dense, but up to the 3 floor of the 2 floor, the flow of people is greatly reduced.

From the end of last year to February this year, the sales volume of many shopping malls in Hangzhou increased year by year, and sales in some stores also fell.

According to the latest data from the China National Business Information Center, the retail sales of 50 key large retail enterprises in China decreased by 2.78% in the same period in February 2012, the first negative year-on-year increase in retail sales since 2011.

From the regional comparison, the sales of the first and second tier cities are sluggish, and the sales performance of the three tier cities is relatively good.

Sustained high prices, low willingness to consume, reduced consumption trips in parts of the region due to weather factors, and different sales performance under different policy environments are the main reasons for the sharp decline in sales growth.

The department store has the idea of "opening a new store for 3 years".

As a new store opened in 2009, Zhong Du Qingchun store has more profit pressure than the mature customers in the current economic situation.

Fu Min, senior manager of the commercial department of Hangzhou branch of Shanghai branch of DTZ, believes that the price of 4.5 yuan / m2 / day is somewhat expensive.

In commercial podium, rental prices above 3 floors are significantly lower, and rents are flat or slightly lower than those in the same area.

Because of the restrictions on the property conditions, the rents of Telecom Building offices are slightly lower than those of Grade A offices, while the rental of Grade A offices on Qingchun Road is 4-6 yuan / square meter / day.

Neighborhood neighborhood stores don't work here.

Sun Wei said that before the main positioning of community customers, now to pform into a boutique department store, focusing on the Qingchun Road office building guests.

The sales of children's wear, sportswear and casual men's clothing are too low to reduce children's wear and sportswear.

Although the 2 and 3 floors of fashionable women's clothing are of higher efficiency, they should adjust their positioning more accurately, reduce girls' clothing, and introduce more mature ladies' clothing and business men's clothing.

Backing

At the beginning of the shop, people in the industry had different views on the location of Zhong Du department store.

Some people think that Qingchun Road is densely populated, but there is not a large shopping mall. The opposite is the "one store Big Mac" Lianhua Qingchun store in the supermarket, which may produce the effect of Duo long city.

It was also pointed out that before the entry of Chung Du department store, a department store had seen the Telecom Building. However, because the original design of the building was an office building, there were many problems such as low storey, inadequate floor space, too high steps in front of the building, and so on. It was not suitable for shopping malls, and parking conditions were not ideal enough.

In October last year, Lianhua supermarket, Qingchun store, opposite the department store, was reopened after upgrading and upgrading from a simple supermarket format to a hypermarket with food, daily necessities, cosmetics, footwear, clothing, household appliances, and home.

In the face of this year's sales volume of hundreds of millions of dollars in the Big Mac, the store's "shop in Duo" has not been realized.

Residents in surrounding communities are more accustomed to one-stop shopping in Lianhua Supermarket Qingchun store.

It is not easy to shop in a single department store, so it must be "misplaced".

As a precursor to the adjustment, last weekend, some of the women's clothing brands in Qingdu shop of Zhong Du department store had already hit 85% off.

All the products of a female socks brand are 50 percent off, and the salesperson said that in other shopping malls, the brand is still selling at full price without discount.

Before opening Qingchun store, Zhong Du department store has been developing in the surrounding area of Hangzhou.

Compared with shopping malls in Hangzhou for many years, Hangzhou Tower, Yintai department store and Hangzhou department store are regarded as an outsider in the industry.

At that time, all 4 shopping malls were among the top 20 department stores in the country.

Although there are not many shopping malls in Hangzhou, they are strong players. It is not easy to stand firm.

At the beginning of the opening of the mall, Zhong Du Qingchun shop once launched a promotional advertisement with a full 100 yuan reduction of 75 yuan, which set a new record for the promotion of Hangzhou shopping malls at the lowest discount rate of 87.5% off.

However, the competition for low prices has not been able to sustain, nor has it been able to keep the source stable.

Analysis of the industry, because not far from the Wulin commercial circle, the surrounding community residents want to go shopping, do not mind spending more than ten or twenty minutes to Baitai and Yintai.

To the East, it is a larger, more comfortable the Mixc SHOPPING MALL.

In addition, because it is "close competition" with local department stores, foreign department stores encountered many resistance when inviting investment.

Located in the center of the China capital group, the Linping store has a brand of women's clothing, such as Europe's force and amash, which can bring steady sales.

According to the briefing, the 4 department stores in Central China have the best sales performance in the Linping store, where the sales volume of 130 million yuan was 4500 square meters last year.

Sun Wei concluded that opening up stores in downtown Hangzhou must start a "dislocation" competition, reducing the brand share with other shopping malls.

In addition, Zhong Du Qingchun store has also tried to increase its proprietary category and open its own luxury goods integrated store, which is not available in other shopping malls in Hangzhou.