A Brief Analysis Of The Way To Restart Self Operated Department Stores

< p > recently, the "a href=" http://www.91se91.com/news/index_c.asp "Sanbao group < /a", the new Nanjing 100 company, bought 89% of the old British department store House of Fraser (hereinafter referred to as "Fraser") at a price of 200 million pounds.

Zou Yan, a spokesman for the group, said the acquisition will bring a synergy in the department store, which will help to introduce Fraser's mature operating mechanism and provide a channel for competitive products in China.

The news immediately aroused the attention of all parties.

The industry generally believes that Fraser's multi mature self owned brand is an important reason to attract hundreds of new acquisitions.

The pformation of the way of operation of department stores has become a hot topic at a time.

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< p > it is understood that for many years, department stores are mainly engaged in joint operation, while the proportion of proprietary commodities is very small, concentrating on watches, household appliances and other categories.

In recent years, under the impact of the electricity supplier, the traditional department store has come to a bottleneck.

In order to seek pformation, some department stores took the lead in testing the water to develop their own brands. Although the profit situation is not yet clear, they still injected strength into the reform.

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< p > < strong > shopping mall self occupied category accounted for less than 10% < /strong > < /p >

In 1997, P came to Xin Bai central store and witnessed the continuous decline of self merchandise in department stores.

Ms. Xue, a staff member of Nanjing new hundred Center store, said.

In the 90s of last century, although the Nanjing Xin Bai Center store was dominated by joint commodities, the proportion of self operated commodities accounted for about 20%.

In Ms. Xue's memory, the self operated merchandise in the store was dominated by household appliances, cosmetics, < a href= "http://www.91se91.com/news/index_c.asp" > clothing < /a >, and sales volume was good because the market was in short supply.

In addition to local customers in Nanjing, consumers in Ma'anshan, Yangzhou and other places are also attracted.

Because there are fewer shopping channels, the sales volume of department stores presents seasonal characteristics, and the peak sales period is at the end of the year and holidays.

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< p > with the development of economy, there are more and more shopping channels. The proportion of self occupied goods in Nanjing Xin Bai Center store is decreasing gradually.

Ms. Xue told reporters that the price of self operated goods was low, and the gross profit was relatively high, many of which were relatively popular at that time, such as cosmetics AUPRES was once the first line brand in the store.

However, traditional department stores are facing the bottleneck of development.

On the one hand, online shopping has become a new trend of shopping. People can not only buy goods through Taobao and other electronic commerce platforms, but also increase the number of seafood purchase and purchase, and the prices of many goods are much cheaper than that of physical stores.

On the other hand, the advantages of traditional business circles are no longer obvious.

Ms. Xue said that shopping in the past could only come to department stores in Xinjiekou, and there was little room for choice of goods and shopping places.

At present, shopping mall in Nanjing is increasing gradually, and geographical distance is closer to consumers.

In addition, Jinying, Xin Bai and other department stores have branches in cities such as Yangzhou and Ma'anshan, and local shopping malls have also developed.

Therefore, customers from other places do not have to go shopping in Nanjing.

"If we continue to do proprietary products, it will lead to high inventory and financial pressure."

Ms. Xue added that the proportion of joint commodities accounted for more than 90%, and cosmetics introduced many new international brands, such as L'OCCITANE.

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< p > < strong > self brand takes a small step < /strong > /p >

< p > the Nanjing new 100 acquisition of the old British department store House of Fraser Limited (hereinafter referred to as "Fraser") will promote the new hundred pformation.

Public information shows that Fraser has opened 59 stores in the UK, opened 1 stores in Ireland, and opened 1 franchise stores in the Middle East city of Abu Dhabi.

It has sold three kinds of products, including its own brand, purchasing brand and special brand. Many private brands have won wide market influence at the price of fashion design and close to the people.

"For both sides, the most important thing is to bring synergy in the department store industry."

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< p > Zou Yan said that increasing the proportion of proprietary commodities is a trend in the department store industry. They are adjusting according to the development of the industry.

Yuan Yafei, chairman of the three cell group, said in an interview with the media that the proportion of the private brand of Fraser's department store was about 40%, which helped the new hundred to pform from the traditional department store to the modern department store.

In the long run, the new 100 can not only introduce Fraser's mobile phone system and mature own brand, but also help domestic competitive products go out.

As we all know, the domestic garment industry overcapacity, relatively low prices, with the help of Fraser network can more easily enter the foreign sales network.

Under the conditions permit, Fraser will also enter the domestic development later.

But Zou Yan said that the adjustment of the proportion of proprietary commodities in the new hundred commodities in the future, and the integration of Fraser and new 100, still need to be determined according to the development of the industry.

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< p > the Wangfujing department store, a well-known department store, mentioned in its 2013 annual report that "at the end of the year, its own brand FIRST WERT men's shirts collection shop appeared in Beijing department store and Shuang an shopping mall."

The brand men's shirt was opened in two stores in January 15th, and the unit price ranged from 200 yuan to 3000 yuan.

Zhang Jun, the head of Wangfujing department store responsible for its own brand research and development, said in an interview with the media that the development of FIRST WERT not only eliminated homogeneous products, but also controlled the scope of commodity discount, which ensured the gross profit of shopping malls to a certain extent.

A week after opening the cabinet, statistics show that "Beijing department stores sell 13263 yuan a day, and Beijing double an mall sells 3500 yuan a day."

However, through a web search, the media found that the mention rate of the Wangfujing department store's private brand was not high, and the sales figures of FIRST WERT were not disclosed in the first quarter.

Nevertheless, Zhang Jun told reporters that the company is planning a female category of its own products, will be officially launched by the end of this year.

Zhang Jun also admitted that the controversy over department stores' own brand has not ceased in recent years. Although there have been some attempts, it is still a long way to go.

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< p > < strong > self run instead of affiliation < /strong > strong > future cannot be < /strong > /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Nanjing < /a > Secretary General of the city Department Store Association Zhang Yanmin has worked in the retail industry for nearly 40 years.

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"P", "department store industry has always been in the forefront of reform and opening up, and the market changes will soon be reflected in it."

Zhang Yanmin told reporters that department stores in the planned economy era are using proprietary mode, goods are always in short supply, and the economic benefits are very good.

In the late 80s and early 90s of the last century, with the pformation of the market economy, Nanjing's department stores gradually developed into a joint venture.

Under the dual management of shopping malls and manufacturers, the service initiative and business enthusiasm of practitioners have been greatly improved.

Joint operation has gradually become the main profit mode of our department stores.

At present, the self business of Nanjing department stores is not large, and most of them stay at 20%, mainly clocks, appliances, mobile phones, computers and other commodities.

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< p > Zhang Yanmin believes that after the acquisition of the famous British department stores, the next step should be to introduce foreign service management mode, set up a brand shop mainly selling British brands, or bring more famous brands in Europe.

This will provide citizens with a channel to buy European goods and enhance their brand influence.

But in the future, the department store can not expand the scale of proprietary commodities on a large scale, but only test water on a small scale.

For department stores, once expansion of a href= "http://www.91se91.com/news/index_c.asp" > self run goods > /a > brand, the pressure of decoration cost and personnel cost can not be underestimated.

At the moment, the shopping mall is implementing the last knock-out system. How to make the self brand maintain good sales performance is not an easy task.

Joint venture is a relatively mature mode of commodity operation. It may not be possible to replace it.

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< p > Zhang Yanmin said that the development trend of department stores in the future is diversification, branding and specialization. It is also a good choice to expand the proprietary products appropriately.

Department stores with good performance can even radiate outward. There are many things to do on the shopping mall of many formats.

The small and medium-sized department stores are characterized by special operation. After the relocation, the shopping malls in Hunan Road have shrunk to 1/3 of the original value, but the location of the shopping malls is popular and is very popular among the elderly.

Of course, when the electricity supplier just started, the department store industry took a step backward and failed to keep up with it in time.

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