Electricity Suppliers And Stores Are Changing. Commercial Real Estate Is Being Shuffled.

Less than P, Sanli department store, located in the golden section of North Second Ring Road, Dongcheng District, Beijing, has been closed to business since August 31st.

Beijing has closed at least 4 department stores this year.

The newest one is located at the Zhong Kun square, HQ Shang Ke department store in Dazhong temple, which was officially declared closed in November 6th.

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< p > "if you want to open a shop, do not go to this mall, you will lose money."

Beijing Tianqiao department store shopping guide Li Ye (a pseudonym) said.

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< p > facing the strong impact of the electricity supplier, the future of the commercial real estate developers who are suffering huge costs is uncertain.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > department store > /a > cold winter < /strong > /p >

< p > "wine Drum Opera Tianqiao City, how many visitors do not remember home", was once a portrayal of Tianqiao shopping mall, but now the overpass shopping mall is very sad.

From 6 to 7 in the evening, it is time to leave work, but there are only a few sparse people in the Tianqiao shopping mall, most of them are forty or fifty years old.

Several guests wandered in front of the middle and old clothing store in the mall and left slightly.

Because of the gloomy passenger flow, the salesmen of several retailers gathered around to chat.

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Li Ye, a salesperson on the third floor of the shopping mall, "a href=" http://www.91se91.com/news/index_c.asp "down jacket" /a, introduced that "there are too few people in shopping malls, plus customers are all middle-aged and old people, and their purchasing power is not strong. Some beautiful new models launched by snow flying this year will not come in."

Li Ye complained that although it is now the peak season for down coats sales, the 600 thousand sales target set by the company for stores in November is difficult to achieve, but in other stores it can easily pass over one million.

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< p > Li Ye said with no regrets that the operation status of Tianqiao department store is not as good as a year. Last winter, the sales volume of Xue Zhong Fei in Tianqiao shopping malls reached 8 million. Although sales target has been reduced to 5 million this year, it is not very good from the current sales situation.

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< p > see in the Tianqiao shopping mall, from the brand in Xidan, except for the shopping mall of the shopping mall of the shopping mall on the third floor and several sports brands, the brand of Tianqiao shopping mall is mostly unknown, such as the two floor < a href= "http://www.91se91.com/news/index_c.asp" > the "colorful snow Lotus" of the /a > layer, the "Jeep dress" and "Wanshun Hengrun", and so on. The shoe suspected BELLE brand "BelleBelle" and "German shoe industry" and so on. Besides, there are also shops such as "East performing costumes".

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< p > more surprising is that the four floor of Tianqiao shopping center even opened a hotel.

Li Ye told the twenty-first Century economic news reporter that some small brands in Tianqiao shopping mall were basically private, and some were directly imported from the wholesale market.

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< p > Tianqiao shopping mall is still breathing. Sanli department store has been completely closed.

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< p > Metro Line 2 Andingmen can see Sanli building after coming out.

The building is now in decline. The Everbright Bank of the whole building is still lit up, while the "24 hour self service banking" has only 24 hours of service left.

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< p > reporters saw on the spot that the "closed shop" was written at the front door of the department store, and the "closed shop notice" on the door post showed that the shopping mall was closed to business from August 31st.

Sanli department store has only one underground supermarket and an Ordos sweater discount shop. The supermarket has a shop close to the store and sells clothes, shoes and socks, and food products at the door.

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< p > < strong > difference of cost < /strong > < /p >

< p > in the view of the real estate industry, Ma Yun is not arrogant about the high price of commercial real estate, but the reality is that the low cost operation of e-commerce is indeed challenging the high cost reality of commercial real estate.

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"P eleven" Alipay has a total turnover of 350 billion over the whole day, and many brand flagship stores have played an important role.

The pfer of these flagship stores from the offline to the online is causing a huge impact on traditional commercial real estate.

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< p > take Tmall as an example. A merchant entering Tmall only needs to pay 30 thousand or 60 thousand of the technology annual fee a year, and the rest cost is Commission, commission and margin.

And a 50 square meter shop next to a normal location, the monthly rental cost to reach 30 thousand -10 yuan, and does not include all kinds of expenses generated by many circulation links.

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< p > the huge cost difference has great attraction for businesses.

Reporters in a number of commercial real estate business exchanges found that they generally reflected that the biggest predicament of commercial real estate is investment difficulties, and the main reason for investment difficulties, on the one hand is a small number of retail brands, on the other hand is cost pressure.

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< p > a brand commercial real estate general manager told reporters that for a shopping center, the operation cost is considerable.

The fixed cost includes three parts, labor cost (staff and outsourced security, cleanliness, etc.), energy costs and annual maintenance and renovation costs. In addition, shopping centers will also generate some promotional expenses, which will be partly subsidized by developers in the initial stage of business opening.

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< p > above is only the operation cost, excluding the initial land price and the cost of Jianan and depreciation.

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< p > some new shopping centers can raise rents through good operation. But for the lack of innovative traditional department stores, businesses are naturally unwilling to pay high rent because of poor management and eventually push them to the boundary of death.

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< p > Jianguomen is located in a golden area near China World Trade Center, but the business condition of this shopping mall is also worrying.

Women's clothing area can be seen as "Seth", "Abu", "Liddell" and other brands. Men's clothing area's "fort horse" and "Cardini" and so on, the brand competitiveness is not strong.

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< p > < --EndFragment-- > because shopping malls are running worse than before, shopping malls can only reduce rent to attract merchants.

A restaurant owner of the guest house told the business reporter in twenty-first Century that it was cheap to see the location of the "good friend" building.

A street separated by Xiushui Street rents an ordinary stall into a store 30 thousand, a deposit of 30 thousand, and a monthly rent of 20 thousand.

But you can pay 7000 of the rent per month in your friend building.

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Wu Yao, vice president of sunshine new industry, believes that the decline of the department store industry has a lot to do with its business model. P

Most department stores adopt the way of adding in stores, which is a way to earn nothing.

But for some businesses, they are not willing to pay high costs in their department stores.

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< p > a guide shopping guide of Jianguomen Juyou mansion jubilant shoe cabinet. Their monthly turnover is about 50 thousand, but compared to other shops, it is much worse than that. China World Trade Center stores sell more than 300 thousand per month.

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"P," said Zhou manager of the Propaganda Department of the "Hi you" building. "In view of some threats now, there is no big change in your department store, and there is hardly any impression."

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< p > < strong > shuffle < /strong > < /p >.

< p > the general manager of the above brand commercial real estate told reporters that they also discussed the impact of electric business on real business these days. The conclusion is that this is the inevitable result of market development and can only adjust itself to adapt to change.

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The result of the P shuffle is the decline of department stores and the strengthening of experiential feelings of new shopping centers.

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< p > according to the investigation report of Shen Wan Research Report, in recent years, the gross profit margin of department stores is relatively stable, but it shows a gradual downward trend. The gross profit margin in recent three years is 22.58%, 21.84% and 21.57% respectively.

The deterioration of competition in the second tier cities requires department stores to provide more favorable buckles for suppliers to gain comparative advantages in the competition of the same industry; the expansion of the three or four tier cities leads to the downward movement of the overall merchandise grades of the department stores and the lower average gross profit of low-grade goods; intensified competition, forcing department stores to carry out more price promotions and further lowering the gross margin level of the whole industry.

They judged the gross profit margin of future department stores will drop further.

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< p > according to the pcripts of the first three quarters of three listed department stores in Beijing, Wangfujing, Shing Kong shares and Cui Wei shares fell by 4.62%, 6.71% and 9.04% respectively, of which only Wangfujing gained 9.93% operating income.

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< p > emerging shopping centers are not as good as they imagined.

According to the senior personage, in order to successfully inviting business, shopping center mostly adopts the way of rent plus rent. For some strong big brands, some even use rent free, pure pumping way.

Some shopping centers in the initial stage of operation, the introduction of some large brands, but also to give decoration fees and other subsidies.

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< p > Wu Yao said that consumption habits have changed, and the format and operation of commercial real estate must be changed.

Excellent commercial developers should be forward-looking and even guide the consumption trend.

The result of future reshuffle is that commercial real estate will become more concentrated, and layout and location will become more and more important. Some community businesses will develop faster.

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< p > a person in charge of Joy City told reporters that they have set the new growth point of shopping center in the experience economy.

According to their research, consumers' attention to the shopping center environment even surpasses the importance of commodities, which shows that consumers value the environment creation and experience function of shopping centers. They have changed from the most basic shopping demand to the "emotional experience" demand.

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< p > the responsible person said that the "experience economy" strategy of Yuecheng City enabled consumers to meet the needs of "emotional experience" in the Joy City, bringing the recognition and follow up of the brand, and also driving the consumption of customers, achieving sustained growth in business income and higher commercial value.

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< p > behind the experience economy is the adjustment of the business format.

According to the above general manager of commercial real estate, the whole shopping center is being retailing, that is, the ratio of catering and entertainment.

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< p > facing the challenge of the electricity supplier, many developers have begun to attach importance to the neglected community business.

Jia Yupeng, director of marketing of Xinhua real estate in East Asia, told reporters: "the customer orientation of our commercial street is to serve the community surrounding the community within 1 kilometers. The format planning is a convenient store form closely related to the daily life of the people, such as community supermarkets, boutique boutiques, drinks, SPA, maternal and infant supplies, etc.

Such shops are not too large in size and flexible in investment, and the total price is not too high. For example, our East Asian five ring international area is 110 square meters -752 square meters, all of which are double paved shops with temporary shops. At present, the first phase of customer booking is very active, and has not been opened yet.

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< p > Wang Yongping, Secretary General of the China commercial real estate alliance, said that the impact of the electricity supplier on commercial real estate is obvious. From an internal point of view, the supply is too large, resulting in vicious competition, partial bubble and homogenization in the industry. Externally, the sale of marginal entities is affected, and the survival of the department stores is becoming more and more difficult.

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< p > Wang Yongping believes that there are two ways to change the department store industry at present: one is going to the shopping center, and the other is introducing experience catering.

However, the main function of catering and other formats is to attract people and make little contribution to the profits. The garment industry contributes more to profits and needs wisdom to achieve a balance.

Another way is to go to O2O's e-business mode, to fight against the electricity supplier through a website, but not to catch up with fashion. We must combine offline experience with online shopping to bring different things to customers.

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