Many Businesses Changed Their Names To Break Through A Single Format To Meet The New Characteristics Of The Retail Industry.

< p > a lot of friends who often visit Xidan have recently discovered that in the bustling crowd, handbags of blue shopping bags often appear. The white characters on the top are written with the people of "Han Guang Department Store", while the familiar green Zhongyou department store bags have disappeared forever.

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< p > June 16th, since the opening of the Xidan business circle in 1999, the former Zhongyou department store of Beijing has been officially renamed "Han Guang Department Store".

Since then, the 14 years of "Zhongyou" completely withdrew from the historical stage.

Although this will inevitably make the "Zhongyou department store" brand reputation for many years will be greatly reduced in the future dissemination, but the brand tonality built in the 14 years is hard to erase in the eyes of most people.

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Why did P change its name to Han Guang Department store? As early as 2001, the Taiwan team that developed the Zhongyou department store in Beijing had already been withdrawn. The shopping center was taken over by its former chairman, Wang Hanguang, but still used the trademark of "Zhongyou" in Taiwan.

As the trademark licensing is about to expire, the company decided not to renew the "Zhongyou" trademark, officially renamed the "Han Guang Department Store" to commemorate the late founder Mr. Wang Hanguang, and strive to carry on the spirit of his honest management. The shopping mall provided a wealth of commodities, planned new activities and created an active atmosphere as the basis for business, and striving to create a department store brand that satisfied and trusted customers. This is what Mr. Wang Hanguang has always advocated.

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< p > renaming is just the beginning. The deputy general manager of Han Guang Department store, pujiajia, said that with the opportunity of renaming, the second half of this year will start renovation and floor adjustment, and enhance localization.

According to the insiders, after the establishment of Xidan Joy City, Zhongyou and Jun two department stores have been trying to break through the homogenization competition and change the operation mode based on discounts.

Before that, Jun Tai Department took the lead in changing, and by introducing a lot of trend brands, it gradually unified with the adjacent Xidan Joy City.

Soon, Han Guang Department store will reduce the trend brand, increase investment in men, children and other formats, foster the local a target= "_blank" href= "http://www.91se91.com/" designer /a brand, and develop its own brand, so as to lay a foundation for long-term differentiated development and achieve differentiated operation with other items in the business circle.

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"P", "lack of personality and vague positioning is hard to survive, but too much pursuit of novelty and neglect of the wearer will not be appreciated."

Pu Jia Jia said that most of the designer brands are small and expensive, and the price is not cheap, but in fact, they do not lose the international second line brand in design and materials.

"We have full confidence in the future of these vibrant local brands."

Han Guang Department store has hired famous foreign design companies to make overall planning for department stores. From the second half of the year, it will gradually start renovation of stores, expand customer rest areas and enhance customers' shopping experience.

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< p > < strong > a number of business enterprises renamed the single format to meet the new characteristics of retail industry < /strong > < /p >

According to the latest data released by China P, the total sales volume of 81 large and medium size department stores in 2012 was 228 billion 270 million yuan, up 8.92% from the same period last year.

Compared with the average annual sales growth rate of department stores from 2006 to 2011, the growth rate of the department store industry in the whole country in 2012 declined significantly in 16.5%.

Among them, the cost of rents for chain enterprises rose by an average of about 30%, and labor costs rose by an average of 15%.

This is indeed a great challenge to the average retail rate of 2%-3% in the retail sector.

In addition, the impact and challenges of external businesses such as electricity providers on traditional department stores are more and more serious.

Chu Xiuqi, President of the Chinese Department Store Association, said that when the overall economy turned into a slowdown period, the corresponding slowdown of the industry development is inevitable. At the same time, the profit space of the department stores will continue to be eroded by many factors.

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Under this background, many retail enterprises renamed the opportunity to strengthen brand image and P differentiation advantage.

Before renaming the Zhongyou department store, another landmark retailing company in Beijing, Sanlitun Village, was officially renamed Sanlitun Taigu, and was unified with the name of Taigu Hui and Taigu city.

In this regard, Guo Zengli, director of the China Federation of purchasing industry information center, said that Taigu real estate is like a "gold lettered signboard". With its rich operation experience in the UK, Hongkong and China, and the humanized management of merchants, Taigu's commercial projects have maintained a good reputation and reputation.

The driving force of the "Archaean" brand is becoming more and more important as Taigu real estate goes to the mainland to enter the mainland market.

In the same way, in order to increase brand awareness, there were also thousands of general merchandise stores. In July 25, 2012, Wanda Group announced in Beijing that the department store was renamed Wanda Department store.

Ding Yao, general manager of Wanda Department, said that in the process of operation, consumers and suppliers tended to have a unified understanding of Wanda Plaza. The unified name helped reduce the market's difficulty in recognizing thousands of general merchandise stores, and at the same time facilitating the integration of Wanda's resources.

It is understood that the expansion of the department stores in 2000 is extremely fast, with the layout of the whole country at 15 stores a year.

Before this year, 1 billion of its funds were used for expansion, all of which came from Wanda Group.

After this year, the expansion of Wanda Department Stores depends on its own operation system to support development.

According to the new brand strategy, the location of Wanda Department store will be combined with the market characteristics of each district, and can be divided into four kinds of shop forms, namely, high-end, exquisite, fashionable and community life.

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< p > in addition, intime department store was renamed "Yintai business group" in March 20th this year.

Unlike other department stores, under the fierce attack of the electricity supplier, the sales growth of the traditional retail industry has declined significantly, even under the background of losses. Yintai business has done well in the department store, shopping center industry or the electricity supplier field.

Yintai said that after renaming, it will be divided into three main departments, namely, department stores, shopping centers and e-commerce. The main business will be tilted towards commercial real estate.

"Traditional department stores, shopping centers and electronic business platforms are the three carriages of Yintai development in the future. Although the traditional department stores account for the most, the shopping centers and e-commerce platforms are developing rapidly. In the future, we expect the three cars to develop at the same time, with an ideal ratio of 1:1:1."

Shen Guojun, chairman of Yintai commercial group after renaming, revealed that Yintai business will focus on developing shopping centers and business models.

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< p > for the collective renaming of retail enterprises, the director of the brand research center, Lin Yifan, said that the names of traditional retail enterprises are often branded on the times.

For example, the naming of early department stores basically follows the rule of "place name + department store" or "place name + Digital + department store". With the rapid development of domestic retailing and the continuous influx of foreign retailers, the single format has gradually developed into multiple formats and single businesses, and gradually expanded into diversified businesses and single business super enterprises, becoming a group retailer.

Under such a commercial background, "department stores", "supermarkets", "shopping malls", "electrical appliances" and other words are not enough to carry the company's new business characteristics.

From the recent frequent renamed phenomenon, the enterprise's desire for brand building has been unprecedentedly high. The company's renaming is usually releasing strategic signals.

Many retail enterprises generally have the problem of "heavy management and light strategy" and "heavy service and light brand".

Now the retail industry is the industry that should change most, and it is also the most easily changing industry.

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