Department Store "Icebreaking" Is Coming Soon, Experts Say Brand Adjustment Is The Key.

< p > "continuous optimization of shopping experience or life experience is the ultimate goal of brand adjustment.

First of all, to achieve the two functions of optimizing spatial functions and enhancing brand appeal, shopping centres should not blindly attract some main shops or shopping centers with a strong appeal. Secondly, function space and brand space should be deeply integrated, for example, some representative shopping malls can make escalation and adjustment through the consumption experience satisfaction in the space, so that customers can find new feeling in shopping places to achieve the effect of stimulating consumption.

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Under the impact of the "a href=" http://www.91se91.com/news/list.aspx ClassID=101112107105 "network sales" /a "every day, the entities below the line strive to upgrade policies. As a traditional department store and shopping center, how to deal with this fission? With the completion of a series of actions taken by Wangfujing department store to buy China Spring Department stores this year, in the face of the continuous and rapid rise in the rent of the shops, the department stores in the spring of nearly 50% of their own property have reduced the risk of survival.

As for China Spring Department store, which always owns rich and high-quality brand resources, it has become the top priority to enhance the core competitiveness of China Spring Department stores.

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Li Henan, chief operating officer of China Spring Department store, concluded that the urgent period of online entity adjustment is to be eliminated. Continuous optimization of shopping experience is the ultimate goal of brand adjustment. Department stores must abandon traditional investment and fill in experience, and take deep joint venture as the direction and train of thought of P department stores to find a way out.

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< p > < strong > why should we adjust < /strong > /p >

< p > China's retail industry has been developing rapidly for nearly 20 years. From the initial small volume to the large volume and full range of saturation, China's retailing industry is facing the excessive competition in the same industry in the saturated form, resulting in a decrease in the market share of each shopping mall.

According to the data released by the Chinese general merchandise Association, the total sales volume of the 81 large and medium-sized department stores in 2012 was 228 billion 270 million yuan, up 8.92% from the same period last year.

Comparing the growth rate of the department store sales revenue from 2006 to 2011, the average annual growth rate is 16.5%. In 2012, the growth rate of the department stores in the whole country decreased significantly, and the traditional department stores were facing the dilemma of internal and external troubles.

On the one hand, under the background of high housing prices and high labor costs, operating costs continue to rise. On the other hand, the online shopping of e-commerce is squeezing the traditional department stores. At present, the average net profit of the department stores is only 2%~3%.

From the external environment, the domestic department store industry has entered a meager profit era.

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< p > and for the fast changing consumption patterns and consumption demands of consumers, all kinds of shops are emerging one after another. Shopping is no longer a mere shopping, but becomes a kind of experience and enjoyment.

But the single department store's consumption pattern is single, plus the homogenization of goods and the impact of "online shop", it is hard to get the approval of the mass consumers.

Gradually, the "one-stop consumption", which combines shopping, dining and entertainment, is accepted by more and more customers. This is precisely the "short board" of traditional department stores.

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< p > > a href= "http://www.91se91.com/news/list.aspx ClassID=101112107107" > department store retailing > /a > until now, both the external environment and the enterprises themselves have come to an important period of adjustment.

The trend of traditional department stores has become a topic of common concern and research for the department stores nationwide.

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< p > < strong > grasp the key points of adjustment < /strong > /p >

< p > whether it is the department store industry in China or in the gradual upgrading of China Spring Department stores, we must be steady in winning and control the enterprises.

Li Henan believes that brand is the key factor to enhance the vitality of department stores or shopping centers. "Therefore, brand adjustment is very necessary for the growth of shopping centers and department stores, but we need to accomplish three points in this adjustment, especially the new developers and retailers. We need to improve our management system, strengthen our professional investment team and strengthen our strategic vision."

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"P >" and we should clearly realize that the purpose of shopping centers and department stores constantly optimizing their brands and adjusting their commodity structure is to satisfy customers' growing shopping experience, and gradually discard department stores' dependence on cash flow and the expansion of their status to develop their own limitations.

Therefore, the tailored structural space determines the future development of department stores, and department stores must constantly improve themselves to cope with increasingly fierce market competition.

Li Henan said.

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< p > competition from the outside market comes first from continuous competition from various shopping malls in the same city.

Li Henan pointed out that the homogenization phenomenon of shopping malls in the same city is particularly obvious nowadays, so consumers can see the shopping mall in a shopping mall.

Therefore, if we want to form our own differentiated competition, we should make a business plan from the service point of view, the difference of commodity planning, the depth of the joint operation and the self operation. The department store with a volume of more than 80 thousand square meters should provide customers with a comprehensive sense of life from the aspects of brand planning, category planning, service and so on. The small department store must have a distinct main body, do not compete with the big shopping malls, grasp the specific customer groups, and carry out meticulous service on specific topics.

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< p > < strong > how to adjust < /strong > < /p >

It is the common goal of department stores and shopping centers to get rid of the difficulties in operation and achieve a substantial increase in business income and business profits of shopping malls. The key lies in the pformation and upgrading of business models and the realization of multi channel and multi format sales. P

In the process of pformation and upgrading, the pformation of the old mode and the derivation of the new mode make the department stores and shopping centers constantly improve their business capabilities in groping.

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< p > in the department store business mode, Li Henan put forward: "we should carry out the combination of deep joint operation and self operation. We should actively explore the mode of deep joint operation with brands, participate in the management of commodities in some brands, enhance the control over commodity resources, and explore the mode of self-development that is consistent with the future development trend of department stores in order to better support the healthy development of enterprises' future business.

Moreover, by developing its own brand, forming its own business characteristics, at the same time, it can reduce costs, and it can also supplement the shortage of certain varieties of joint commodities.

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< p > on the background of the development mode of deep joint venture and the combination of China Spring Department stores and Wangfujing department stores, the future cooperation with suppliers at the commodity level will be increased, and the key brands with higher market impact and consumers' popularity will be selected. The company will buy some styles and become unique.

In terms of management and operation, through brand adjustment, the position of the brand is rationalized, providing more convenience for customers to purchase. Through this change of position or floor adjustment, it can be more in line with consumers' shopping habits, and on the other hand, it brings a new and fresh feeling to consumers.

By adjusting the introduction of some unique brands, we can form certain differentiation and attract more consumers.

In this way, brand adjustment will also create pressure on the existing suppliers by promoting the survival of the fittest and optimizing the brand.

Through adjustment, the location of shopping malls is more clear and convenient, so that the management of brand prices can be easily carried out in the market.

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< p > in the long run, the brand adjustment of shopping malls is imperative.

After adjustment, we can continuously improve the < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > brand combination < /a >, in order to achieve the improvement of achievements and the development of enterprises, and at the same time create greater development space for the brand and bring more benefits.

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< p > besides these, Li Henan put forward that the ultimate goal of brand adjustment is to continuously optimize shopping experience or life experience. First of all, we must achieve the same goal of optimizing the space function and enhancing the brand appeal. The mall should not blindly attract some main stores or the shopping centers that have a strong appeal. Secondly, the functional space and the brand space will be deeply integrated, for example, some representative shopping malls will constantly upgrade and adjust their consumption experience satisfaction through the space, so that customers can find new feelings in the shopping places to achieve the effect of stimulating consumption. "Two.

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