Shanghai Golden Eagle Shopping Center Brand Continues To Withdraw

Less than ten years ago, P entered Nanjing West Road's "metai Heng" Golden Triangle area, but it was difficult to harvest gold returns.

Reporters learned yesterday that the brands of Shanghai Golden Eagle Shopping Center have been gradually removed.

By the end of May this year and the beginning of June, the shopping mall will start a one year closed shop adjustment.

By then, it will shift from traditional department stores to the concept of "whole life", increasing the proportion of leisure and catering.

In fact, under the background of increasingly depressed department stores, catering has become the mainstream practice of major shopping malls.

But industry experts have warned that this last straw can not cure all diseases, and only by relying on innovation can we really get out of the predicament.

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< p > < strong > pformation concept of whole life < /strong > < /p >

< p > Nanjing West Road, North Shaanxi Road, Shanghai Golden Eagle Shopping Center.

Yesterday afternoon, the reporter saw in the mall that the shop was deserted.

In the 2 level shopping arcade that locates the international boutique route, two facades are directly used as a brand clothing sale.

In the 6 to 8 floor catering and leisure areas, apart from Lanxiang Sichuan, Xiao Nan and 101 beef noodles are still operating normally, several restaurants, such as the bean restaurant, the Edo house and the Korean cuisine, have been evacuated.

Xiang Xiang and 101 beef noodle staff said that the whole shopping center would be renovated before and after May, and they would be withdrawn at the end of April.

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< p > "the original brand is indeed being removed according to the predetermined node."

Shanghai Golden Eagle Shopping Center told reporters that the mall will usher in a large-scale year-end adjustment, which may start in late May and early June this year.

At that time, the shopping mall will be closed temporarily.

It is not expected that the door will be reopened until next spring.

According to this arrangement, at present, except for the GUCCI and BV stores on the 1 to 2 floors, the other floors will be removed in turn.

"Catering has been basically completed, and then will involve clothing and other categories."

She said that after adjustment, the market will further increase the proportion of leisure and entertainment.

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< p > the change of Jinying department store is not alone.

Reporters learned that the Shanghai Golden Eagle department store's parent company, the famous chain Corporation Golden Eagle business, recently launched the process of pforming the concept of "whole life". Its core is to shift from a single traditional department store format to leisure and entertainment needs.

"The adjustment of Shanghai will also be referenced."

These people said.

As a major change in the pformation, Shanghai Jinying general store will enter the brand by the Golden Eagle Group and increase its proportion.

For example, before the group has introduced three brands as self brand, they will also become the brand of Shanghai Golden Eagle.

"In the future, we will attract more and more distinctive luxury brands to enter."

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< p > < strong > profit growth is lower than sales volume < /strong > < /p >

< p > lack of popularity is a major reason why Jinying has to adjust.

In 2008, Shanghai Golden Eagle once experienced an adjustment.

After nearly a year of renovation, the biggest highlight was the successful introduction of GUCCI flagship store in China, as well as luxury brands such as BV, a luxury brand such as GUCCI group.

However, reporters interviewed several consumers near Nanjing West Road and found that they usually said they would rarely take Jinying as their shopping destination.

"I have only been there once since I opened up."

Ms. Yang told reporters that if you want to buy luxury goods, the surrounding Hang Lung Plaza or CITIC Pacific obviously has an advantage in the number of brands and shopping malls.

If you want to buy the popular brand, the new world department stores and other shopping malls are obviously the first choice. "There are no distinctive restaurants, so I am impressed with the GUCCI on the first floor."

She said.

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< p > at the same time, Golden Eagle also has inherent defects in hardware.

< a href= "http://www.91se91.com/news/index_c.asp >" Shanghai < /a > business research center chief researcher Qi Xiaozhai analysis, although Shanghai Golden Eagle is in the "meetai Heng" Golden Triangle area, Nanjing West Road is surrounded by the three giants, and it is hard to attract people in itself.

At the same time, 40 thousand square meters of body size is also small, it is difficult to form a counterbalance.

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< p > the above reasons have led to the Golden Eagle's entry into Golden Triangle in the past ten years, although it has been "Mae Tai Heng".

In response to this, when interviewed by reporters, Jinying denied that the adjustment was related to poor business performance.

However, in recent years, under the impact of electricity providers and other factors, the performance of traditional department stores is increasingly low, but it is an indisputable fact.

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< p > it is understood that < a href= "http://www.91se91.com/news/index_c.asp" > Golden Eagle Business > /a > the first two months of this year's operating performance fell year by year.

Wang Heng, chairman of the board of directors, once admitted that this year and next year will be a difficult year for the department store industry.

Golden Eagle commerce and trade annual report shows that in 2013, the floor area of the Golden Eagle business was increased from 883 thousand square meters in 2011 to nearly 1 million 100 thousand square meters, with a total sales volume of 16 billion 830 million yuan, up 3.1% over the same period last year.

But net profit was 1 billion 230 million yuan, an increase of only 1.4%.

Last year, the sales of the three main stores in Xinjiekou, Nanjing, Yangzhou and Xuzhou accounted for 43.3% of the total sales, and the remaining more than 20 shops, including Shanghai Golden Eagle, had a relatively limited contribution to the overall profit of the group.

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Less than P, a person familiar with the matter said that in the first two months of this year, there was also a downturn in the department store industry in Shanghai.

Sales of a large department store dropped by about 30% compared with the same period last year.

In this regard, Qi Xiaozhai said that, on the whole, the overall growth of the department store industry showed a slight increase.

"Although the market cake is bigger, people eat more.

This leads to fewer people.

He said.

Food and drink become "life-saving straw"? < /p >

< p > < < a href= > http://www.91se91.com/news/index_c.asp > > scarce Format > /a > is the main problem.

For the Golden Eagle Shopping Center, Wang Mingshu, director of China Merchants Department of Laifang, Nanjing West Road, told reporters that at present, influenced by the impact of electricity suppliers and high rents, many department stores are increasing food and beverage and reducing department stores to ensure turnover.

Most of the golden eagle is clothing, shoes and other department stores, catering and so on.

This is the main consideration of his pformation of "whole life".

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< p > in fact, increasing the proportion of catering and other formats has almost become the mainstream means of adjustment of major business circles and shopping malls in Shanghai.

In the area of "Mei Tai Heng", where Golden Eagle is located, the proportion of food and beverage has been aggravated in the previous adjustment of Hang Lung Plaza and mealong town square.

Reporters learned that in the future, there may be a relatively concentrated restaurant and leisure Plaza on the eastern side of Nanjing West Road.

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< p > "catering is an effective way to promote shopping, but it is not the only way, nor can it be done with food and drink."

Qi Xiaozhai said that there are various ways to promote shopping consumption.

In comparison, food and beverage are faster and lower in cost.

For example, from the rental income of various formats, shopping rents have the highest income, followed by restaurants and entertainment.

That is to say, increasing the proportion of catering is not only expected to generate popularity, but also to ensure a certain rental income.

"However, when we all do catering, we need to pay more attention to attractiveness and personalization.

Otherwise, it may not be effective. "

He believes that at the moment, department stores should break through the bottleneck, and the key lies in innovation, and find an interactive link that can effectively integrate social and shopping.

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