There Is A Crisis In The Cross Regional Operation Of Department Stores.

"Eleven" golden week should have been the best time for merchants to dig gold. However, some businessmen have no choice but to suspend business in this "good morning".

The interview was informed that the Shenzhen shop of the West Wu department store was closed from October, while the hundred shops

Chengdu store also began to withdraw from Fuli sky exchange Mall from the end of September, which is called "suspension of business adjustment".

Behind the two famous brands leaving the remote market at the same time, the department store was hit by electricity suppliers and suffered a double blow.

Golden Week retreat

The Shenzhen shop of the West Wu department store ended its curtain on October 1st.

Its store staff told reporters yesterday that there were 2 stores in Shenzhen, which had closed a store several years ago. Since October 1st, another Shenzhen store in Sai Wu department store has been officially closed down. The card consumers can handle the liquidation in the store in the near future. However, it is uncertain whether the West Wu department store will return to Shenzhen after that.

West Wu department store is a famous Japanese department store. After it was founded by Disheng, a merchant of Hongkong, named "famous brand king", it established 3 overseas stores, and then opened 2 stores in Hongkong, 1 in Chengdu, and 1 in Shenzhen. After that, Dickson Poon was founded in Japan.

Shenzhen's West Wu department store was founded in November 1993, when it was the first department store in the mainland to operate high-end department stores and international famous brands.

However, with the closure of the above Shenzhen store, the West Wu department store is bidding farewell to the Shenzhen market.

Prior to that, the West Wu department store has also withdrawn from the Shenyang and Chengdu markets.

At the same time, there is also a department store in Chengdu market is doing a withdrawal, located in Fuli Tian Hui Mall Chengdu store store is closing down adjustment, its staff said yesterday that it has been basically abnormal sales, although these days, stores are still open, but mainly used for card holders, such as refund, settlement and other "aftermath" treatment, and consumers had better make liquidation refund in these days as soon as possible, if the delay to next week may not catch up with the "last train".

Deng Huadong, a manager of Guang Bai shares, told the media recently that the Chengdu store of Guang Bai department store was a "shutdown adjustment" because the Chengdu store business did not meet expectations.

Cross regional problems

The West Wu department store and Guang Bai department store are not cases. Previously, the Pacific department store, which did well in Shanghai, also crashed in the Beijing market and eventually withdrew from Beijing.

These well-known department stores operate in some areas, but when they cross their familiar sites, they encounter difficulties.

First of all, site selection, regional leaders are not familiar with other places and all aspects do not have the advantages, so it is generally difficult to occupy.

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In the interview, the reporter learned that the location of Chengdu store is not good, and its location is Mall, the passenger flow is not concentrated enough, and its competitors are strong.

Next is investment promotion.

"We see a lot of department stores in different places will encounter brand investment problems," Guang Bai Department Store "and" Pacific Department Store ", including hundreds of contacts that have failed in the North test market, have encountered investment difficulties. The characteristics of each market are different. It is necessary to relocate the local hot brands, and all architectures, management and so on must meet the local needs. The most difficult part is

。

The biggest difference between Chinese market and overseas market is that most department stores do not have any private brands. They basically rely on agents to introduce various brands. However, agents in each region are different. Recruiting good brands locally is not the same as being able to do in other places. In addition, strong competition from local competitors makes it difficult to invest in different places.

A department store dealer who had suffered from acclimatization told reporters.

The reporter understands that the investment of Chengdu store of Guang Bai department store is confronted with great difficulties. It is difficult to recruit suitable brands to enter, which makes the business behind it very bleak.

In November 8, 2011, Chengdu's Shopping Center sold only 14 million yuan in the first half of last year, losing about 2 million yuan.

"The overall department store industry is still facing the impact of the electricity supplier, coupled with the competition of shopping centers and community stores. The situation of traditional department stores has become more and more embarrassed. For the department stores, it is either pformed into a shopping mall model shop integrating entertainment, catering and so on. If you want to bet on the location or private brand, otherwise the profit will decrease year by year.

But pformation also requires huge capital and quality management, which is not easy. "

Time rich financial consumer analyst Lian Bo believes.