Department Stores, Commercial Real Estate Development, Rapid Business Format Enrichment

< p > Shen Jianguo: currently the director of Shanghai Hua pin Real Estate Company, Shanghai Fu Ding Real Estate Company director, and Shanghai general retail consulting company. He has been the founder and President of Tesco (China) chain store chain, vice general manager of Taiwan Coca Cola Co Sales Department, and general manager of Taiwan Wan Kelong store.

Its investment, development and operation in China is more than 1 million square meters, and it is a pioneer in the introduction of "suburban shopping center" and "life shopping center" in China.

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< p > success can not be duplicated -- marketing of shopping centers and department stores can not be duplicated, but "replication" has become the denouncement of the development of most department stores and shopping centers in China. The high coincidence of homogenization and format has long been deviated from the characteristics of the retail market.

Faced with such difficulties, there is only a breakthrough.

Due to the particularity of China's retail industry and the expansion of the number of commercial real estate development, the division of the market will become more and more obvious. The accuracy of positioning will play a key role in the success or failure of a department store or shopping center.

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< p > Shen Jianguo, chairman and director of Shanghai general retail consulting company, pointed out: "nowadays, the development of shopping centers in China is swift and violent, but the hidden danger brought by high replication will make them gradually decline."

He stressed that the retail industry is not a development strategy, not a profit strategy, but a survival strategy.

Facing the common problems of domestic department stores and shopping centers, only by targeted operation in the market survive, can more strength go forward.

He gathered the differences between domestic and foreign retail markets and analyzed the direction of domestic department stores and shopping centers.

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< p > < strong > retail price return < /strong > < /p >

< p > < strong > in order to make consumption really take off. < /strong > /p >

< p > Chinese consumers will find that there are 10 shopping malls of the same scale in the city, the same is a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >, maybe 8 can buy the convenience of shopping station, though it is very good, but it is away from the development direction of the shopping mall.

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< p > in addition, in China, the price of a "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "can be expensive to be shocking or even hating. This is also deeply felt by Shen Jianguo." a pair of a target= "_blank" href= "target=" shoes in the domestic market can be sold for more than 1000 yuan, and winter boots can reach 1500 yuan. This is the Chinese people do not dare to consume easily, and the quality of the brand products in the shopping mall is uneven, but the price has not formed obvious difference.

People can not help asking, why do domestic products of low quality can sell such a high price? Why is there so much difference in brand promotion? "This is the blind spot in retail business. When there are customers in the sales promotion activities, customers are not stupid when they have activities, customers are not fools, for example, the original price of a piece of goods is 1200 yuan, and when they are promoted, they buy 100 to send 100, so that the huge profits brought to consumers are the suspicion of the reputation of the brand, and frequent promotional activities give consumers the consumption psychology of" not promoting, not buying ", which will make the sales of shopping malls or brands in a passive way.

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< p > and the fast developing e-commerce industry in China occupies the advantage of price. The consumers in the past have been diverted to the market in a large proportion. In order to seize business opportunities, many brands choose to sell themselves online in China. This is a killer of all kinds of shopping malls. Now some shopping malls in China do not notice this. Chinese customers are smart enough to place an American address and send it to the US address, from the US address to the post office.

Shen Jianguo suggested that the domestic shopping malls should introduce differentiated brands, seek foreign agent brands and build their own brands to increase the so-called dislocation elements. For example, Taiwan's breeze Plaza can achieve sales of 5 billion yuan a year. Only Taiwan Pacific SOGO boycott the breeze Plaza, because of its strong strength, one of them is to Europe's own agency brand, to Japan's own brand, creating dozens of brands, and then with traditional department store dislocation.

Shen Jianguo said.

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< p > nowadays many retailers realize that the return of retail prices can make Chinese consumption really take off and the brand should start from quality.

In the process of brand introduction, we should pay attention to the characteristics of individuals and keep them in a timely manner. After entering the stage of market sales, we can get twice the result with half the effort and be more accepted and recognized by consumers.

On the other hand, retailers should think more about how to serve and experience value, flat sales channels, diversification of categories and quality, and adhere to the pursuit of high quality brand and related products.

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< p > < strong > commercial real estate development is fast > /strong > /p >

< p > < strong > format should be enriched < /strong > /p >

What does P store sell in China? Shen Jian Guo throws such doubts.

He admitted: "domestic department stores do not sell their lives, but sell goods and counters. Most of them are duplicated, and the most obvious is the lack of life elements, such as excellent supermarkets, brand food counters, leisure, gifts, imported food and hard household products. There are more brands homogenization, homogenization of interest structure, homogenization of business practices, homogenization of business elements, homogeneity of location, homogenization of modes, homogenization of supply chain and homogenization of supply chain.

In addition, the traditional department stores in China are restricted by the operating area. For example, the most representative business area of Parkson is only 15 thousand ~3 square meters. The categories that can be accommodated are greatly reduced, and the consumption of consumers' life experience is seriously affected.

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At the same time, the rapid growth of shopping centers is an absolute threat to the department store industry. The reason is that the shopping centers are divided into professional divisions and more diversified and professional businesses compared with general merchandise stores. Because of the large volume of business, the shopping center can provide one-stop shopping experience, which integrates shopping, entertainment, catering and integration, and the ability of collecting P is stronger than that of department stores.

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< p > China's department stores are mostly joint venture mode. Although the business risk is small, it can only be faced with consumers indirectly. In the adjustment of operation, it is necessary to adjust the brand business to achieve a slower pace.

Although it is natural to say that department stores can make up for the defects of a certain type of business by comprehensive means, in order to cope with competition, department stores still need to change their profit models and develop their own buying teams so as to conduct differentiated operations. "Most department stores are mainly young people, lack of comprehensive elements, lack of positioning for life, lack of children's positioning, and lack of paternity orientation. It is easy to find that there is no parent child department store in China, and the traditional department stores in China are playing a flat role. Once there is a business location, they will invite two counters to move in to increase revenue, and imagine how a mother goes shopping with children to go to such a place."

Shen Jianguo said.

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< p > in the field of clothing sales, SPA will become a challenger for department stores.

At present, department stores are still the main channel of clothing sales, but the status of channels will gradually weaken in the future.

Unlike non SPA and department stores, SPA has been able to adapt quickly to the fast changing demand of consumers.

The essence of its operation is to provide flexible supply of goods according to the sales trend of terminal stores.

Different from other formats, its core value lies in putting the key link of profit in the sales process, that is, when goods are in stores, the demand of consumers has been revealed, and respond to this demand at the fastest speed, get the fastest inventory turnover and the minimum product discount rate.

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< p > with the increasingly fierce competition in department stores, the trend of subdivision of department stores will become more and more obvious. The diversification and comprehensive development of the format, or the theme and functional type, will become the two main directions of the Department Store segmentation market.

Shen Jianguo pointed out: "the weakness of the domestic shopping mall is that the restaurant area only accounts for 15%~20%. The high-end department stores will import a small number of business brands to form a composite positioning commodity. Japanese department stores do this very successfully, with many elements of life and good service quality."

However, the sale of imported goods and high quality fresh food to obtain high Maori supermarket, due to the higher initial investment and relatively narrow consumer groups, it requires a longer market incubation period.

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< p > < strong > adding fresh elements < /strong > /p >

< p > < strong > jump out of the ideological framework < /strong > < /p >

< p > when consumers are concerned about products, from quality and price to brand, taste and fashion, when consumers are concerned about shopping and identity, when consumers pay attention to the coincidence of value and price, when they focus on the coincidence of service content and value demand, there is a new higher consumer group. High consumption groups need to provide goods to them. No high consumption of shopping places is a waste of the market. At this time, high-end department stores are born, but do we have a number of high-end department stores in each city? < /p >

The answer is no, the market is moving forward, developing, constantly converging in the development, and becoming disconvergent in the competition. The development of domestic shopping centres is spiral, and the competition and dislocation make the market continue to develop, making the operation between the P go forward.

"Now shopping centers and shopping centers are becoming more and more obvious. There are more and more elements of shopping centers in department stores, so it is difficult to survive without differentiation, without their own brands and without self-contained goods. In addition, the strength of the electricity supplier threatens that the biggest enemy of domestic department stores is not new world, new world, Parkson, but innovation."

Shen Jianguo said.

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< p > "there are many independent" a target= "_blank" href= "http://www.91se91.com/" designers "/a" in the United States. In order to seek innovation, the designer's brand a target= "_blank" href= "target=" > clothing > < > is introduced, and imported into the shopping mall, they are not only limited to clothing, but also home products, and even make a set of tableware or pet products, attracting consumers through diversified design, this strategy is very successful.

Shen Jianguo suggested that it should be feasible to import this strategy into China.

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< p > many offline operators seek solutions to the pressure of electricity providers, so there are shopping malls in order to seize the electricity supplier market and blindly develop network sales channels.

Shen Jianguo pointed out that we should jump out of the inherent ideological framework. "If we are still following blindly in order to seek progress and renewal, the effect will not be too obvious. We can cut the retail industry into several pieces. I have done too many stores and shopping centers, and I have been a small department store supporting shop 13 years ago. I learned one thing: do not regard yourself as an animal, but I will be broken in the future retail business."

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< p > > therefore, many smart retailers have increased the integration of online and offline businesses and launched online coupons online. "Now young people are used to spending on the Internet. In this way, they can not only make them pay more attention to online and more updated information, but also bring online passenger flow into the physical stores, and then sell them offline through offline experience."

Shen Jianguo said.

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One day, the P community department store Target suddenly announced a strategy called Target super. The 30 thousand square meter community department store suddenly increased 10 thousand square meters of food sales area, which became a rival of WAL-MART in a twinkling. The new elements can be seen in the development of a zero sale enterprise.

Finally, Shen Jianguo pointed out: "the added elements make the consumer feel that the place is more attractive, and the subdivision of the retail industry is also evolving under such evolution."

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