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Department Stores Have Been Frustrated In Their Performance.

2013/9/9 20:53:00 23

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Self Run Mode Department Store Industry Shopping Center

"from August 24th to September 8th, in the Parkson credit card consumption of 1000 yuan, you can get a value of 100 yuan shopping voucher, 1 per person per day, buying cosmetics to increase to 2 per person per day."

this is the sales promotion slogan produced by Beijing Fuxing gate Baisheng shop, and the fate of Shijiazhuang Baisheng Guan shop is not needed. Fuxing gate Baisheng store is also warming up for the upcoming double festival.

as the first store that Parkson first entered the Chinese market, Fuxing Bisheng restaurant has too many expectations, but it is difficult to change the depression of department stores.

Parkson group's China Daily reported that the overall gross profit margin of Baisheng group dropped by 80 basis points, and the sales profit of Parkson group dropped by 32%, due to a slight drop in the same store sales, a decline in gross commodity interest rate and an increase in new store operating losses. In the first half of 2013, the loss of new store business was about 59 million yuan.

P has been one of the first foreign-owned chain stores in China and has developed into one of the largest fashion department stores in China.

However, in recent years, Parkson has shut down four stores in China, which will inevitably cause the market's worries about the profitability of the department stores. This is not a case. A large number of foreign-funded department stores are playing a "cold winter" pformation war.

department stores were frustrated in performance

In August 31st, Shijiazhuang Parkson became the fourth store that Parkson group closed in China. To a certain extent, it made a heavy blow to those foreign department stores that once had a strong spirit to launch their efforts in China.

"P > for Shijiazhuang market, Baisheng once" tried hard to retrieve ", in the second palace in 2009, the camp in the central area of the business circle, but the result is still difficult to escape the bad luck.

Cao Runting, Secretary General of Hebei Federation of Commerce, analyzed: "the most direct reason why Parkson shut down is that the profit is not up to expectations."

In this regard, Parkson did not give a positive answer.

August 16th, the first half performance report released by Parkson group showed that as of June 30th, the company's operating income was 8 billion 979 million yuan, a slight increase of 4.9% over the same period last year, and net profit of 339 million yuan, a sharp decrease of 37% compared to the same period last year.

This is the sixth net profit decline since the first quarter of last year, and the decline has further expanded.

Baisheng company believes that the main reason for the diminished profitability of the company is the lack of growth in its original stores and the increase in new opening stores' losses.

Weakening profitability is becoming a major problem restricting the profit of department stores.

P, a leader of a department store like Parkson, said that the cost of labor and property rents greatly reduced the profit of department stores. The current labor cost growth in department stores is 5% to 15% per year, and the rental cost is around 8%, which means that the sales of department stores must reach 8% growth to make up for the two expenditure squeezing profits.

in its view, at present, the profit of general merchandise industry is generally less than 8%, and most of them remain between 4% and 5%. Under this background, the loss has become very normal, and the profit has dropped 20% or even 40%.

"P" and Baisheng's closing shop tide is not a case. Many foreign department stores have encountered Waterloo in China.

data show that the Pacific department store has closed down in the mainland.

Such as Pacific department store Beijing Ying Ke Dian, Wukesong shop, Dayang department store Wuxi store, Wuhan shop also due to the lease expired, rents rose, and closed the door to evacuate the city center.

According to reports, the Japanese retail giant Yi Dan Dan department also announced on April 1st, closed in May 31st, June 1st to stop business.

The store closed in Shenyang is the third after Shanghai Huating and Ji'nan.

When the department store industry with foreign capital broke the Chinese market after P, the days of localization for some department stores did not seem to be good. In the published annual performance report, the department store industry had a sharp decline in performance.

Mae international, which has been occupying the Guangdong market for more than 7.3% years, shows that although the company's total revenue has achieved an increase of about 14.9%, its net profit index has dropped by 14.9%.

Besides P, the profits of some famous department stores in China have dropped sharply.

In the first half of this year, Hangzhou's net profit fell 10.56% in the first half of this year, while the net profit of Fujian east group dropped by 2.88% in the first half of the year. Although the net profit of Chongqing department store increased by 16.11%, its profit margin remained at a low level of about 3%.

Wang Yongping, Secretary General of the China commercial real estate alliance, believes that the traditional department stores will focus their efforts on site selection, shop building and investment promotion, and lack of reshaping of the brand, eventually leading to vicious promotions and even price wars.

self run mode is difficult to save oneself

"under the influence of the current macro environment and the impact of the electricity supplier, the profits of the department stores are being squeezed, and the development of proprietary business has become a positive attempt for the department stores to find new profits."

In the recent Wanda Jewelry Festival, Lou Yun, assistant general manager of Wanda Group and vice general manager of Wanda Department store, said.

for the self run mode, some department stores in China have begun to try, and the "100 shares" can be said to be "thrive and thrive".

In the 2012 annual report, Guang Bai shares said that in 2013, Guang Bai shares would continue to expand their agents to improve the proportion of proprietary commodities in sales.

In the self run mode, it specializes in the brand of Lufu, while trying to brand clothing agents or buying brands in some stores.

"P" is unique. In Wuhan, China Merchants also said in its 2012 annual report that we should expand our own business and develop our own brand, first pilot, and then gradually expand the scope.

Roughly estimated, more than 15 department stores are now trying to operate on their own or increase their own components.

a senior retailer said that the current self purchase in the industry is better than that in Wuhan, with an estimated ratio of 15% or so. The self purchase ratio of Wangfujing department stores is about 5%.

"These are preparations at the very beginning, so there are self operated teams in operation.

On the whole, there are not many department stores that can do more than 5% of self purchase in China, most department stores are trying, and there are not many successful ones. At present, the proportion of self employed scale is about 3% ~ 4%.

The above department stores said.

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< --EndFragment-- > data show that in the first half of this year, the survey results released by China Chain Operation Association showed that the ratio of the three modes of sample brand association, self purchase and counter rent is about 89.6: 7.1: 3.3.

"self run mode" does have many advantages, for example, the most direct embodiment is that it can improve the profit margin of enterprises and realize differential operation, but its inventory needs huge turnover funds. This is the primary pressure for department stores to start their own business. In addition, the long term joint mode has led to general shortage of professional buyers and inadequate accumulation of management level in department stores.

One industry insider said.

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the innovation of proprietary mode is mainly relative to the joint operation. In the meantime, the increase of labor cost and rent cost is increasing the department store's own business difficulties, and this joint mode is also leading to the weakening of the department store's ability to resist the change of new shopping centers.

in Wang Yongping's view, the pformation of department stores is to realize shopping centralization, add some supporting facilities, and gradually enrich its experience function. This is also a long-term plan to actively respond to the impact of the electricity supplier and the macro environmental impact and bring about a decline in profits.

Hu Zhiliang, director of the industry and Policy Research Center of CIC, believes that the pformation should be a shift towards high-end, characteristic, large scale, or department stores within the shopping center to adapt to the consumption characteristics of consumers. P

in this pformation, the new world of Huamao center seems to have been planned one step ahead.

"P > the director of China Trade Center, Zhao Jia, said the new light world is an early form of shopping center in department stores.

"Not only from the brand combination, even including management, service, distribution, parking, restaurants, have done the planning, more embodiment of the experience of some functions, in addition to the property also have a special team operation."

He said.

Therefore, Xinguang world is growing at an annual rate of about 30%. In 2011, it sold more than 6 billion 500 million yuan in sales in the past four years, and it won the first place in the department store sales and profit in the past four years (the sales volume was 6 billion yuan in 2011).

"P" is unique. Maui International released its interim results in 2013, showing that the total business revenue reached 2 billion 288 million yuan, an increase of 7.3% over the same period last year.

This is mainly due to the location of the shopping mall.

It is reported that in the second half of 2013, Maui international will place its stores as four types: shopping centers, department stores, Oteri J and community homes. It will quickly adjust the commodity structure of stores and speed up the process of department store shopping.

"P", "department store shopping center" has become the necessity of pformation.

On the basis of existing ones, let department stores have more leisure space to enable consumers to enjoy a pleasant experience after entering, and to make some precise positioning of existing stores is an initiative of shopping centers.

Mao Ye international chairman Huang Maoru said.

"The future of Maoming industry is 80% of its products and 20% of its leisure products."

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! --EndFragment-- > precise positioning is very important for the smooth realization of shopping centralization. Ding Yao, general manager of Wanda Department store, once said that Wanda Department store has already divided the Wanda Department store according to the market characteristics of different markets.

At present, Wanda Department stores are divided into four types, namely high-end luxury stores, fine life shops, fashion shops and community life shops.

however, for Wanda, the subdivision of stores can mean precise positioning, which is still a test.

Its location has always been the middle and mainstream consumer market of life and family type. The location chosen by Wanda Plaza is usually the regional commercial center of the city, not the core area of the city, and the construction of diversified consumption, especially high-end luxury stores, needs the matching of the internal conditions of the team, management and external customers and regions. All these factors need a long time to nurture and brew.

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currently, the consumption habits of personalization, diversification, high-end and service in the second tier cities in China are taking shape. Meanwhile, the upgrading of consumption in the three or four tier cities is accelerating.

Facing the consumer characteristics of multi-level, regional characteristics, domestic department stores need to make corresponding changes to cope with changes in the market environment.

how to pform the department store industry on the existing basis?

Jing Linbo, a researcher at the Chinese Academy of Social Sciences's Financial Strategy Research Institute, thinks that shopping is only a motivation for consumers to go to shopping malls, while factors such as entertainment, experience and consumption are gradually improving. Therefore, traditional department stores need to expand their connotation of operation and increase leisure facilities such as cinemas, amusement, catering, and so on, forming a department store complex.

but the reality is that the department store's scale is not enough to form a shopping center. Taking the current single department store area as an example, the general store is between 10 thousand and 30 thousand square meters. According to the regulations of the Ministry of Commerce, the area of 30 thousand square meters is the standard interval, and the number of stores 40 thousand to 50 thousand square meters is very small. This has also become a difficult problem restricting its scale expansion and pformation.

in his view, for most department stores, the basic architectural pattern has been determined, so it is extremely difficult to make space pformation, increase pollution discharge and pmit power pmission lines.

Especially those old department stores are mostly located in the central area, lack of expansion space, pformation is just a relief plan, can not fundamentally reshape their format influence.

under this background, < a href= "http://www.91se91.com/news/index_c.asp" > department store < /a > must be reborn and comprehensive process reengineering.

The department stores in Europe and the United States have evolved from the single channel, cross channel and multi-channel with retailer as the center to the consumer centered whole channel to satisfy consumers' shopping at all times and everywhere.

according to the latest findings of IDC Retail Insights, a market research firm, consumers of all channels are standard gold consumers.

Compared with single channel consumers, multi-channel consumers spend an average of 15% to 30% more.

Compared with multi-channel consumers, the total channel consumers spend an average of 20% more.

More importantly, customer loyalty of all channel consumers is much higher than that of the first two, and will affect more customers through social media and online activities.

Jing Linbo said that for the department store industry, the integration of all channels is not a simple connection, but rather considers the applicability and complementarity of various channels, and can even create better integration benefits. It emphasizes 5 C: Customer Centric, cloud platform (Cloud SaaS), collaboration with customers and distributors (Collaboration), enhanced communication (Communication) and collaborative community (Community), and department stores only introduce technology pformation genes and enhance innovation ability, so as to realize the pformation of profit mode.