Retail Stores "Chill" Gradually Set Off Adjustment Trend

< p > "5:3:2", once considered the best proportion of department stores, entertainment and catering in shopping centers, is now being broken.

Recently, the business daily reporter learned that at present, many shopping centers in our city are speeding up the adjustment of formats.

Prior to this, Wang Jianlin, chairman of Wanda Group, made a clear statement that the Wanda Plaza opened next year (excluding Wanda Department Store) will completely cancel the "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "format, and strive not to recruit retail formats.

According to the analysis of the industry, it is inevitable for the shopping center to make corresponding adjustments under the background of the economic environment is not ideal and the impact of e-commerce is on the contrary.

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< p > retail stores, "chill" (/p).

< p > "business is not good now. It rained continuously in recent days, and fewer people came to shop."

In September 7th, even though it was Saturday, when the reporter came to a brand in the shopping mall of Yuzhong Monument for Liberation commercial district, a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" shop, sales staff said.

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< p > "compared with the same period last year, the performance has slipped by at least 20%."

The salesperson also said.

A commercial newspaper reporter also observed that most of the retail shops such as clothing in the shopping center were very few, and few customers patronized them.

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< p > "today is a weekend, I have a friend to the cinema on the top floor to see a movie."

Wang Juan, a citizen waiting for the elevator, told reporters that she seldom bought "a target=" _blank "href=" http://www.91se91.com/ "clothes" < /a > in the shopping center.

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In P, another shopping mall in Shapingba Three Gorges Plaza, the situation is also not optimistic.

"You see, the coffee shop downstairs is full of people, but few people come to shop."

A sports brand shop staff said, "some of our customers are familiar with them. They come to try clothes and sizes, and then go back to buy them online."

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< p > according to the relevant person of Shanghai shopping mall, the clothing business in the shopping center of the shopping center, for example, has increased in the first half of this year compared with the same period last year, but the growth rate has declined.

"In the first half of last year, the growth rate of our clothing industry reached 40%, but on the current situation, it is estimated that by September this year, the growth rate will be only 25%."

The source said.

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< p > "retail center retail performance is not ideal."

Yesterday, He Weijian, general manager of new China real estate in Chongqing, told an interview with a Commercial Daily reporter that since 2011, many owners of the company have shown that their performance in the retail formats such as clothing and other retail businesses in the shopping center is not good, and some even fail to pay the rent.

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According to the Research Report of the P, the sales growth of the whole retail market began to slow down from the end of 2012 to the beginning of 2013. At the end of 2012, only two or three retail stores in Shanghai and Beijing had achieved the increase in sales growth rate, and the sales growth rate of most shopping malls had declined.

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< p > shopping center set off business adjustment tide < /p >

< p > in Wanda Group's 2013 annual summary of the first half of the work, Wang Jianlin, chairman of the Wanda Plaza, proposed that Wanda Plaza should reduce the proportion of retail formats, especially to reduce the proportion of clothing retail business, and increase the proportion of life styles, such as hairdressing, nail polish, book bar, education training, etc.

The Wanda Plaza, which opened in the fourth quarter of 2013, will completely abolish the format of the apparel industry on the two floor, and strive to avoid recruiting retail formats. After 2015, the two floors of the 72 Wanda Plaza have been completed.

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< p > "however, when the Wanda Plaza Project in Chongqing is adjusted, how to adjust it is not convenient to disclose at present."

Wanda Plaza Chongqing sources.

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< p > Wanda is not a case in which shopping centers adjust their formats.

According to the business daily reporter, many shopping centers in our city have also started the adjustment of format ratio.

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< p > "group headquarters has had the idea of adjusting the format ratio as early as last year."

The center of the lunar new moon project, which is located at the site, told the business daily that the shopping center started the adjustment earlier this year.

According to the source, the proportion of retail formats and catering and entertainment formats dominated by clothing will be adjusted from original 5:5 to 3:7.

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< p > and the relevant people of Shanghai shopping mall, Nanping Bailian City, introduced the adjustment plan of shopping center in July this year.

"Originally, our apparel sales accounted for 60%, while catering and entertainment accounted for 20%."

The person said that after the adjustment was completed, catering and entertainment two formats and the introduction of new service functions accounted for a total increase to 60%, while the proportion of retail business reduced to 40%.

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"P" and the big city, which is located in the Guanyin Bridge business district, also announced the start of the format adjustment at the end of May this year.

"In addition to retaining most of the fast fashion clothing brands, we will enrich and enhance education and training, child activities and other formats and brands by introducing new businesses."

Zhou Songming, executive director of the big Rongcheng and Chongqing Rongke Guang Kong Industrial Development Co., Ltd., told the newspaper reporter that the proportion of retail formats will be reduced from 70% to 60%.

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< p > 9, the director of Nanping Xingguang Shopping Center said in an interview with a Commercial Daily reporter that the format ratio is just a reference.

"Taking Nanping Xingguang shopping center as an example, we are also making some adjustments, but we haven't given much thought to the proportion of formats."

According to the person in charge, in view of the relatively thin commodity structure of the store, some commercial men's clothing and mature women's clothing brand will be added in the future. At the same time, the price level should be improved to meet the different needs of consumers in the area where the store is located.

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< p > adjustment aims to attract passenger flow < /p >

< p > according to the statistics of the China National Business Information Center, the retail sales of clothing commodities of hundreds of key retail enterprises in the first half of 2013 increased by 6.9% compared with the same period last year, and the growth rate was 2.9 percentage points lower than that of the same period last year.

He Weijian believes that the rental level of clothing retail formats has been relatively high, but the performance is generally declining, and can not continue to contribute to high rent, which is also an important reason for the current adjustment of shopping centers.

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< p > "besides the newly built shopping center, there are many shopping centers pformed from traditional department stores."

Li Yunyang, secretary-general of Chongqing Retailers Association, said that in the past, shopping centers often simply overlapped several formats such as retail, catering and entertainment, but this mode was outdated under the current market downturn and the impact of electricity providers, and the pformation experience format could enhance passenger flow and performance.

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< p > "in addition, the homogenization of all kinds of shopping centers is also more serious, especially in clothing retail formats."

Li Yunyang said that nowadays, the clothing of the shopping center has been discounted frequently, but it has reduced the attraction of the passenger flow, resulting in poor performance of the clothing store in the shopping center.

He also said that Wanda Plaza reduced the proportion of retail formats, especially the proportion of apparel retail, but also to reduce the overlap with Wanda Department stores.

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P, in fact, retail has always been a balance game between gross profit and scale, and price is the core.

Online wins win in cheap and offline experience.

He Weijian said that in terms of clothing, consumer electronics, home appliances and books, the impact of e-commerce on traditional retail channels has been very obvious.

However, it is difficult for the electricity supplier to send a cup of coffee which is steaming hot and fragrant to you, and it can not provide happiness and satisfaction for parents and children to play together.

This may be the opportunity for shopping centres.

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< p > reasonable distribution of formats to achieve differentiated operation < /p >

< p > according to the report of DDT and China chain operation association, by the end of 2011, the total number of shopping centers opened in China was 2812, but by 2015, this figure is expected to reach 4000.

Industry analysis, because consumers' demand for high-end consumption and experiential consumption is increasing, the traditional form of single department stores can not meet the current consumer groups. Therefore, many enterprises smell business opportunities and begin to vigorously enter innovative shopping centers, trying to divide the market.

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< p > but high latitude global research department data show that from the current domestic shopping center vacancy rate, the average vacancy rate of shopping centers in the first tier cities is close to 10%. In the second tier cities, some cities in Chongqing, Shenyang, Qingdao and Xiamen fail to meet market expectations, and the vacancy rate of shopping centers is as high as 15% to 20%.

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< p > China Chain Store Association and DDT Hua Yong accounting firm jointly released the "2012 China shopping center and chain brand cooperation development report" released by the end of last year. It has already pointed out that China's shopping center has entered the peak period of adjustment. It is suggested that the development of shopping centers in cities below three lines should not be overheated and must take the time to assess the situation.

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< p > according to the relevant personages of the Municipal Commercial Commission, as of the end of last year, there were more than 70 shopping centers in the main cities and districts and counties of our city.

"Take Monument for Liberation business circle as an example, within a square kilometer, the number of shopping centers is five or six."

The person said that the fierce competition is bound to require different shopping centers to create differentiated operations.

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< p > "differentiated management is not achieved in a single sentence."

He Weijian, general manager of new China real estate in Chongqing, believes that there are many constraints on the individualized business model, such as customer consumption level, format combination, brand richness and management level of operators.

"Upgrading, restructuring, and enhancing experience and experience are all directions for the development of the future shopping center. As to the specific contents, we should make specific recommendations based on the characteristics and weaknesses of each shopping center, and can not be generalized."

He Weijian said.

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< p > "the construction of shopping centers should focus on the target market and start from planning. Everything should be planned and designed, constructed and inviting around the target market demand that meets the needs of demonstration."

Li Yunyang believes that with a clear and objective vision, the shopping center can have a distinct style, reasonable layout, innovative people and logistics organizations, and upgrade the presupposition, so as to leave a broad space for the future operation of retailers.

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< p >, Li Yunyang also said that no matter whether the premise market research or the preset positioning, the key factor is to find out who is serving the project, which requires enterprises to do in-depth research on the local consumption trends, consumer culture, including consumer propensity to consume.

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