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Traditional Retail Business Is Dismal, Sales Of Shoes And Clothing Are Hard To Get Rid Of.

2014/5/14 16:57:00 46

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Footwear Retail Consumer

Statistics show that in April this year, the retail sales volume of 50 key large retail enterprises decreased by 7% compared with the same period last year. After 1-2 months of negative growth in retail sales, the retail sales volume dropped again, and the decline was obviously more than 1-2 months. P 
 in the past, the gold jewelry category in the past strongly pulled the performance decline. Especially, the retail sales of gold, silver and jewellery commodities in 50 key large retail enterprises in the country dropped by 48.2% compared with the same period last year, a drop of 34.6% higher than that in March. Cosmetics sales also declined, retail sales fell 6.9% year-on-year, compared with 28.4% in March. In the surveyed enterprises, more than 85% of the enterprises sold in April were lower than those in March, and the enterprises with a drop of more than 10% accounted for 80%. 
 from the first quarter earnings of listed department stores, it can also reflect the depression of the whole retail industry. According to iFinD data, 14 companies in the 21 listed companies of Shenyang Wanguo department store have a negative growth in the first quarter, and the net profits of the 13 enterprises are also beginning to grow negatively. Due to the oppression of performance, the expansion of the store, Guangzhou friendship and so on also slowed down the pace of opening shop. In order to stimulate sales, the major department stores took the lead of sales promotion, which also led to a decline in gross profit margin in the first quarter of 9 stores. 
 pushing activities 
In order to boost the performance, the traditional retail sales promotion in the past years has already been launched in advance. Zhang Xiaoyang, deputy promotion manager of APM in Beijing, said that in the past year, summer promotions had been advanced from August to June. This year, the summer sales promotion is expected to not be postponed in June. 
 because the two quarter belongs to the festival gap period, traditional retailers begin to attract customers through intensive activities to stimulate sales. According to Zhang Xiaoyang, Beijing APM will stimulate consumers to shop through the linkage of retailers and catering brands. Shopping malls will provide customers with "gourmet passports" or meal vouchers for customers to get a free dish. Consumers will also be able to add other dishes when they are free of dishes, which is also a pull for catering businesses. Prior to this, Beijing APM will also jointly launch a number of shoe brands in the same period. Zhang Xiaoyang said that due to the Nike shopping mall adjustment last year, the performance was affected. In the same period of the same year, the market adjustment ended, a large number of new brands and catering brands were basically in place, and the performance of shopping malls increased significantly. 
Shortly before P, hundreds of Duo A dream dolls visited the Chaoyang Joy City. Wen Juan, deputy director of the Promotion Department of Chaoyang Joy City, said that the mall will preheat the balloon festival in June 1st a week in advance. This year's children's day will be more special, not only for children, family groups, shopping malls will also be regarded as a "high". Wen Juan said that last year's "balloon festival" broke the record of passenger traffic during the opening period. This year, the shopping mall will seize this opportunity to launch the biggest buying and selling activities. It is estimated that there will be 110 thousand -12 passengers and sales will also increase significantly. 
 turning point is difficult to show .
 the depressed retail environment has enabled the mall to gain consumers' attention through various ways. Traditional shopping malls, which sell mainly commodities, have become showrooms, theatres and playgrounds. Due to the diversity of formats and business combinations, shopping centers have a wide range of activities to be used, and intensive marketing activities have a significant effect on passenger flow and sales. However, the relatively narrow department stores talk about the turning point of performance is not so easy. 
 consumers are beginning to become numb at the usual stretch line and promotion strategy of department stores, while sales promotion has damaged commodity gross margins and has limited sales growth. In the industry's view, compared to the off-season sales in July and August, the two quarter is the relatively low season of the industry, with fewer bright spots of growth, and the turning point is hard to define. Industry analysts believe that last year, the strong pull of gold and jewelry sales increased significantly, but this year has been off the track of rapid growth of gold jewelry weakness, the overall sales contribution is not optimistic. 
 for department stores, sales of clothing and shoes and shoes are still hard to get rid of. The pulling effect of this sector has not yet been recovered and can not be the main driving force for growth. In the short term, the market is not sensitive to the spanformation of enterprises' full channels, and traditional retail enterprises have less chance of rebound in the two quarter.