Lafayette Department Stores Recommend "New" Brand For Fear Of Overlong Incubation Period.

Total number of stores: 65

Number of overseas stores: 5

Plan: Lafayette department store plans to add 5-7 department stores in Istanbul and Doha. At the same time, Lord Buddha Department store The site is still cautious, and when the time is ripe, more stores will be opened in Beijing and even in China.

Lafayette department store, which has been in Beijing for more than 10 years and two degrees, is also looking for rhythm in the Beijing market. Beijing Business Daily reporter visited several times a day ago, found that due to the loss of freshness, the high popularity of the Department opened slowly. In the view of the industry, under the background of the slowing down of the overall development of the retail industry, some advanced Lafayette department stores located in the Xidan business circle may face a long period of cultivation.

　　 brand Lack of popularity

Compared with the opening stage, the department store has changed the two way escalators into one way. You can walk up to the two floor through the cosmetic counters. This may have been the first step in the drainage of Buddha's job. However, reporters visited several times a day and saw that there were 2-4 layers of men's wear, women's wear, fashionable dress and catering, and fewer passenger flow in the daily period.

Though wearing the aura of Paris's Lafayette department store, it is still strange for many consumers to return to Xidan's old Buddha's department store. Staccato brand shopping guide said Monday to Friday, consumers in shopping malls were limited. Many consumers do not understand this store, and the brand awareness is not high. It is reported that the price of the brand is about 1000 yuan, with an average daily sales of 7000-8000 yuan. "Compared with other mature department stores, such sales are general. However, although the market is small, the turnover rate is high. " In the area where the I.T brand is concentrated in the first floor of the shopping mall, it is also the CHOCOOLATE brand. There is also a significant difference in the rate of customers entering the shop between the Department and the department store. In the 30 minutes of the Beijing Commercial Daily reporters, the number of people entering the shop was only one digit.

Compared with the well-known brands of consumers in Beijing, a large number of exclusive brands in the Department of Lafayette department have not yet released all the value. Carven, THE Kooples, Delvaux and other more than 50 brands were first stationed in China, but even the The Kooples located near the elevator entrance was patronized. The head of department stores said that the situation is reasonable because it is a new shopping mall. In the near future, the store will hold "spring and summer fashion show" and other activities to introduce some brands to consumers and raise their awareness.

　　 Extension of incubation period

Although the head of department store has not responded to the current situation of shopping malls, the Beijing Commercial Daily reporter recently interviewed a number of shopping malls in Xidan business district. However, they also pointed out that the performance of Lafayette department stores failed to meet expectations. In fact, it is obviously higher than Xidan's position, which is a real problem before the old Buddha's department store. If we can keep a longer incubation period and wait for the overall upgrading of Xidan business circle, the future of the department store will be a smooth road.

A person in charge of a shopping mall in Xidan thinks that the location of department store is obviously higher than that of Xidan commercial circle, but Xidan business circle is also constantly adjusting in recent years. If the department stores stay strong, there will be many benefits to improve the consumption environment in Xidan.

At the beginning of the opening of department store, Shen Lang, chief executive officer of Lafayette department store, said that the mall was no longer a traditional department store, but also a focus on fashion concepts and local consumers. Yesterday, the head of Department of Lafayette department said that Lord Buddha would stick to the current fashion orientation and continue to be a trend department store.

Guo Zengli, director of the China shopping center industry information center, seems to have brought about a sense of refreshingly different from traditional department stores, whether from business or service to store display. "It is a very good business project, but just in time, and it may grow slowly in the market environment at this stage." Guo Zengli pointed out that the location and brand of Lafayette department store were too advanced, and at the present stage, most enterprises chose to follow the trend.

Liu Hui, a business expert, said that local consumers and tourists did not know enough about exclusive brands of old Buddha's department stores, and the brand advantage of shopping malls had not yet been fully realized. At the same time, the Department of Lafayette also needs to be in line with consumers, if it can get through the "hard times" shopping malls in the spring will come.

　　 Transfer of operating pressure

Although this stage of operation has not reached the expected level, it is not all bad news. Under the sanctuary of various favorable conditions, the pressure of the Department of business of Lord Buddha's Department has been diverted. According to a person familiar with the situation, generally speaking, the operation cost of shopping malls is composed of rent, manpower cost, promotion cost and brand cooperation points. The manpower cost is basically fixed and the promotion cost is removed from the two parts because of the different market conditions. The main financial pressure of the shopping mall comes from rent and brand cooperation costs.

However, according to the previous announcement of the Financial Street department store owner, the Department of Rd. and Financial Street's wholly owned subsidiary, Beijing Jin Sheng Hui real estate development Co., Ltd. were charged for the business income. That is to say, the department stores do not have to pay fixed rents to general department stores, but rather according to the percentage of sales. In this way, the rent pressure of the department store is reduced. The Beijing retail property market report released by the high latitude world in the three quarter of 2013 shows that the average rent of Xidan business district is 2025 yuan / month / square meter. If fixed rent is charged, according to the area of 47 thousand square meters of shopping malls, the annual rent of old Buddha's department store is not bad.

For the cost of cooperation with brands, the brand of Lord's department store is self exclusive brand. Designer Brand and affiliate brand. General brand cooperation has been pumped into 5%-30%.. However, the former two belong to the "new" brand, which is not strong enough, which reduces the pressure of the Department of general merchandise. In fact, this is no longer a single handedly, and the I.T group's partnership with Xidan's Lafayette department store is no longer an independent risk. According to the industry, under normal circumstances, the incubation period of department store is not very short, but there is probably time to grow in the good atmosphere.