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Wangfujing Department Stores Are Adjusting Their Formats, Shopping Centers, And E-Commerce.

2013/12/2 22:30:00 242

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Wangfujing Department Stores Shopping E-Commerce

it used to be a legend but now it is hobbling.

After 1949, the first a href= "http://www.91se91.com" department store, /a department store, Wangfujing department store has been built for 58 years, but the long history not only brings glory.

Facing the new commercial real estate competition pattern and the fierce electricity supplier's impact, Wangfujing department store is seeking pformation, and pformation pains are inevitable.

problem .

"double 11" made November the collective Carnival of the electricity supplier. Just this month, there were two events in the Wangfujing department store. The first thing was to close the hQ Shang Shang department store in Dazhong temple, Beijing. This is its first youth fashion oriented sub brand department store. The two is speed up < a href= "http://:www.91se91.com/business/" > shopping > /a > centralization, upgrading the 6 level of the Beijing department store into a restaurant format, and opened in early November.

"P" department store business is under attack. The strategic pformation of Wangfujing department stores includes shopping centers in department stores, preparations for new shopping centers and the establishment of e-commerce platforms to achieve a combination of online and offline consumption patterns.

according to the data of the National Bureau of statistics, the total retail sales of consumer goods in China increased by 14.3% in 2012, the lowest growth rate in China in the past 6 years. In 2012, the Ministry of Commerce monitored the sales of key department stores only 10.3%, 4% lower than the retail sales of social consumer goods.

Less than P, the sales growth of department stores is lower than that of total retail sales of consumer goods. This trend began to appear in October 2011, and the gap has gradually increased since then.

Wangfujing department stores said in its 2012 annual report: "while the overall consumption is sluggish, the department store industry is also facing three difficulties: rising costs, narrowing profits and intensifying market competition. The overall business environment of the industry is facing severe challenges."

in the first three quarters of this year, Wangfujing department store realized business income of 14 billion 540 million yuan, an increase of 9.98% over the same period last year, while net profit decreased by 4.6% compared with the same period last year.

This is mainly due to a loss of nearly 100 million yuan in the 4 shops opened at the end of 2012, and a substantial increase in the company's financial costs.

Previously, the company's secretaries general told the great wisdom news agency that the loss of the new store exceeded expectations and that the shop opening time would be postpone.

from 2010 to 2012, the revenue growth of Wangfujing department store showed a downward trend, the year-on-year increase was 25.7%, 20.1% and 8.97% respectively.

its first youth fashion positioning sub brand "a href=" http://sjfzxm.com/DESIGN/designer/index.asp "> hQ < /a > the closure of Shang Ke department store means that its exploration in the market of department stores has suffered twists and turns.

Wangfujing department store secretaries official told the Economic Observer newspaper: "the closure of hQ Shang Ke Dazhong Temple store is due to the need for planning adjustment by the property owner.

HQ Shang Ke brand will be retained, but now there is no plan to open a new store.

pformation

according to the information provided by Wangfujing department store to the economic observer, in 2012, it hired McKinsey consulting company and IBM company to plan and design its pformation mode and strategy.

comprehensive analysis, the pformation strategy of Wangfujing department store mainly involves three aspects. First, the current department stores rely mainly on store rents and sales commission to get the source of income to change; the two is to adjust formats, shopping centers, develop their own shopping centers, Oteri J and other formats; three, combine e-commerce with e-commerce.

In January of this year, the online shopping mall of Wangfujing was formally launched. The store WiFi was set up, and it was expected to cover all the stores in 1 and February in 2014. At the same time, the store location system was introduced, and the location, location and residence time of customers were known through mobile phone location. All stores realized the APP online, and 9 had been launched in early November. The WeChat payment project is being launched to realize the customer's two-dimensional code scanning in the physical store, which can be paid directly through WeChat payment.

The online and offline integrated channel consumption mode will be the focus of strategic pformation of Wangfujing department store.

November 26th, the reporter came to the Beijing department store on Wangfujing street, located in the 6 floor dining area, mainly experiencing and conceptual fashion restaurant. The building has already realized WiFi coverage, and the network speed advantage is obvious.

In the eye-catching location of the shopping mall escalator and so on, there is a WeChat 2D code mark with the Beijing department store, which reads the word "sweeps me". In the corridor, there are also 6 guide labels for the dining area, with the book "don't pretend! We are all 6F".

This active atmosphere is somewhat misplaced with the traditional image of Beijing department store.

according to the contents of the major securities analysis reports, Wangfujing department store has set up a 132 person's < a href= "http://gwj.sjfzxm.com" > electric business team < /a > for one year, and its members are recruited by high standards of headhunters.

There is still plenty of information about Wangfujing department stores, most of which are from e-commerce companies.

in the shopping center, Wangfujing department store has reformed and adjusted the Beijing department store. At the same time, it has opened the Wangfujing shopping center of Chengdu. At present, there are four shopping center projects in Zhengzhou, Xi'an, Foshan and Fuzhou. Its major shareholders have bought the department stores in China, and the outlets of the outlets are Seth outlets.

breakthrough and difficulty

Guo Zengli, director of China shopping center industry information center, said that the "two landlord" mode of department stores leased property and split stores to different brands to get profits is the "stubborn disease" in the development of department stores.

"this way is facing great challenges. First, department stores are reducing the chance of renting property at lower rents; two, they are under pressure from sales."

Guo Zengli said that shopping centres emphasize functions, including catering, entertainment, social networking, and so on, while department stores emphasize more about categories, that is, what brand of goods you have, and focus on goods.

Less than P, the reality is that department stores, like shopping centres, rely mainly on "rentals", but in terms of how to increase rental income, department stores are not as good as professional developers and commercial real estate operators.

Guo Zengli believes that the way out for the department stores should be the implementation of the buying system and the market segmentation.

the so-called buying system is to buy goods and sell them so as to make profits.

However, department stores need to make accurate analysis and location of target population < a href= "http://www.91se91.com/business/" > consumption habit < /a >, in order to choose which commodity to buy.

In fact, the buying system is also the product of market segmentation.

a securities analyst who has been following Wangfujing department for a long time says that Wangfujing department store will do more work on its own brand and buying system. The Wangfujing department store will launch its own clothing brand at the end of this year, and the buying system is also being slowly done. At present, some brands on its line are purchased by domestic and foreign buyers.

"But this proportion is still very small."

The analyst said.

Guo Zengli believes that the pformation of Wangfujing department store is complete.

However, this pformation needs to be done well and faced with great challenges.

Wangfujing's department store's electronic business platform is the focus of controversy.

Wangfujing department store has disclosed in the annual report that it intends to invest more than 100 million yuan in e-commerce. Once there were market participants who said that for the "burning money" business platform, the financing of professional electronic business companies can reach hundreds of millions of billions of dollars, while the traditional department stores in the electricity supplier investment can be called dragonflies.

in addition to capital investment, the difference between the concept and mode is also an important issue.

"the core factor of the electricity supplier lies in tribes and logistics.

The so-called tribe is to allow tribal people to recognize your values and do business.

Moreover, the electricity supplier is a long tail logic, that is, the richer the better.

Zhang Jiapeng, executive director of RET Rui Yi De, said that these factors led to natural differences between department stores and electricity suppliers. There was a wide variety of products for the nationalization of the electricity suppliers, while department stores were oriented towards regionalized markets, and the commodities mainly were < a href= "http:// www.91se91.com" > clothing < /a >.

These differences have led department stores to become an electric supplier, and they are in an awkward position.

Employees of traditional department stores are also often unable to accept a young IT programmer. Once they enter the company, they get more than ten or twenty thousand annual salaries. P

These differences in ideas and values also take time to run in.