The Three Bottleneck Of Shenyang Department Store Has Become An Urgent Task For The Industry.

< p > in the Shenyang peace area Changbai Weihua Commercial Plaza, due to the low rate of investment and the delay in opening up business, and in financial disputes with merchants, the news of a famous department store in Taiyuan street or the closing of stores at the end of 7 after the attack of Yi Dan Dan was pmitted again.

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< p > What's wrong with Shenyang department store? In fact, the wind and rain of Shenyang's retail business never leave people's sight. Especially from 2010 to the present, the characteristics of life and death games in Shenyang retail business are four times.

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< p > how to break away from the three bottlenecks in front of Shenyang department stores has become an urgent task for the industry.

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< p > < strong > bottleneck. The same volume is of the same style. < /strong > < /p >

< p > "the new business struggle in the future will lead to faster business than hiring, because of the three difficulties such as investment, talent and operation. It is very likely that there will be a new upswing in business". This is the five year ago Dong Li, Secretary General of the China Commercial Street Association, put a phrase on the business summary. Now it is not too much to describe the status quo of Shenyang's retail department stores.

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< p > a circle of people said to the North network and the Liao Shen Evening News reporter: "the status quo of Shenyang shopping malls is so cruel. A shopping mall in Tiexi did not dare to open the door for four years. The Five Mile River shop in Shimao has opened three times. Tiexi's" Dragon dream "has changed to the dealer. The big east" dragon dream "has been changed frequently, and Hunnan" women Street "has not seen in 8 years.

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The difficulty of investment in P > Weihua Commercial Plaza is the same problem experienced by many other department stores in Shenyang. A commercial body in Huanggu has abandoned the traditional mode of leasing department stores, but has concentrated on leasing food and entertainment items, and finally positioned itself in the dining entertainment distribution center, breaking the golden ratio of dining and entertainment in traditional department stores.

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< p > but this has also been criticized by experts in the industry. It is considered that the introduction of catering can attract people's interest in shopping malls. However, because the shopping and entertainment industry in the mall is far inferior to that of the big brands, the high rent can not be called out, which is the reason why many shopping centres do not want to easily introduce large quantities of food and beverage.

"One-stop" shopping and entertainment has become a popular mode of operation in many shopping centers in Shenyang, not only with the same brand and style, but also similar to the layout of goods: the first floor jewelry, cosmetics, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, women's clothing on the third floor of the two floor, men's clothing on the four floor, five floor restaurant and entertainment.

Ms. Chen, who often goes shopping, says that if it is not for the difference in price and activity, it really can not see the difference between shopping malls and shopping malls.

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< p > at present, Shenyang has more than 100 thousand square meters of commercial real estate projects of more than 55, such a large scale commercial real estate concentrated appearance, for Shenyang such a less than ten million population of the 1.5 line city, want to "eat" is probably in the short term is very difficult to achieve.

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< p > data show that in 2012, the per capita disposable income of urban residents in Shenyang was 26431 yuan, and the per capita consumption expenditure was 20002 yuan, an increase of 10.2%.

Obviously, the growth rate of consumption expenditure of Shenyang people is lower than that of Shenyang commercial center.

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< p > < strong > bottleneck two. Structural imbalance concealed hidden trouble < /strong > < /p >

< p > Jones Lang LaSalle, a research report that Shenyang commercial shopping center vacancy rate of up to 24.3%, ranking first in the country, the Shenyang shopping center and commercial real estate development to the cusp.

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Xuan Zhaoye, senior manager of Shenyang P, said: "with the completion of the opening of shopping centers, the vacancy rate of shopping centers in Shenyang is less than 17%. Maybe different institutions have different statistical caliber and different ways. If the commercial attributes of construction are included in the base, it does not objectively reflect the truth, because some items may be adjusted into hotels, RET rooms, etc.

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< p > but he admits that the number and area of shopping centers in Shenyang are not small. The vacancy rate of Shenyang shopping centers is relatively high. An important reason is that the closure and control of a large volume shopping center will increase the vacancy rate of the whole market, for example, the Dafa square is vacant, and it is 200 thousand square meters.

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< p > is concentrating on the rapidly expanding commercial body, so that many already opened stores feel the pressure, and follow the market changes and constantly grope for the most suitable mode of their own, and this kind of effort has never been abandoned. Whether it is upgrading the Five Mile River store from the department store to the tea city or the Hualian five Li River store upgrading, and the maomai department store's grand investment catering entertainment business, Starbucks coffee has recently entered a strong position, releasing the signal of change.

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< p > a senior director of commercial real estate, Liu Ping (a pseudonym), said that when they led the team to do preliminary market research, they found that a clear situation of Shenyang business was like a more high-end business like Hang Lung and the Mixc, and the development of low-end commercial real estate along the five love street was better. However, the popularity of the middle end shopping malls was not amazing, which made him puzzled.

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< p > after full investigation and professional consultation, Liu Ping realized that from the commercial atmosphere, most of the brands that were oriented to middle-income consumption in Shenyang were operated by agents rather than brands in the first tier cities, and the promotion efforts were limited.

Other developers who have no experience in business management are blindly copying the model of the first line city business to do local project positioning, leading to the existence of a homogeneous problem among the commercial projects.

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< p > < strong > bottleneck 3, the production is immature and difficult to sustain the overall situation < /strong > < /p >

< p > LV opens four stores in Shenyang, and Bentley, Martha Lahti and other luxury cars settle down...

This has become a topic that many people in Shenyang and business circles enjoy.

The latest data show that a total of 61 international luxury brands occupy a place in Shenyang. Luxury goods sales have become the fourth largest cities in China after Beijing, Shanghai and Hangzhou.

Naturally, this is why many businessmen are optimistic about the potential of Shenyang's consumption.

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< p > as the operator of high-end shopping malls, Yang Shaochang, deputy general manager of Heng Long Plaza, told the North China Network and the Liao Shen Evening News reporter that they are very optimistic about the potential consumption of high-end market in Shenyang, and are optimistic about their prospects. Otherwise, the company will not invest in two projects in Shenyang. Besides Shanghai, Shenyang is the second city to open two stores. At present, the occupancy rate of storefront merchants has reached 100%.

"I am not too concerned about the absolute number of commercial supply, but the high-end business in Shenyang is roughly matched with the high-end consumption capacity. The quality of individual shopping centers mainly lies in their own business capabilities, management capabilities and promotion capabilities, and efforts to adapt to the changing market trend."

Yang Shaochang said.

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< p > Zhou Yehui, managing director of the Shenyang branch of World Bank Richard S. Lee, said: "the problem of Shenyang commercial shopping center is that Shenyang is short of the middle class. The commercial projects that are being opened and developed are mostly mid-level or high-end consumer shopping centers, resulting in a serious phenomenon of homogenization.

Shenyang has less of its middle class, and there are more shopping places targeted to the middle class. "

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< p > the other side pointed out that in the first tier cities in China, because of the good urban economic development and strong business atmosphere, the middle income group accounts for a relatively high proportion. Most of the business people who enter the commercial projects are direct shops, so the corresponding commercial projects targeting the middle class are more and are in good condition.

The overall state of city commerce presents the development trend of rugby shape.

However, the situation in Shenyang is rather special. Because Shenyang is in a period of rapid development, there is a large difference in the income level among the people, and the proportion of the middle class income group is low.

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< p > Zhou Yehui suggested that land supply in a planned and phased way should be the most direct way to avoid oversupply of large quantities of projects in a short period of time.

Accurate location, thematic, differentiated, and diversified operations can help developers effectively avoid such competition.

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