Department Stores Are Slimming And Overweight.

< p > > strong > shopping malls and shopping malls decreased in size > a href= "http://www.91se91.com/" > shopping > /a > experience < /strong > /p >

"P" > "shopping mall to department store", some people say that it is a trend. Some people think it is a false proposition. When arguing, facts will help us make the right judgments.

In recent days, when many stores were closed, the mode of shopping centers that had been dominated by a strong main shop was also being tested. The mature shopping centers had shrunk the original department stores, and new shopping centers no longer introduced large department stores.

People interviewed by the industry admitted that only the department stores that sell things could not experience the "shopping mall" like shopping experience. How to enhance shopping experience is a problem that should be considered in the future.

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< p > < strong > phenomenon < /strong > < /p >.

< p > < strong > department store slimming and overweight experience format < /strong > /p >

< p > "shopping mall is going to department store", the industry leader has begun to consider this problem.

Recently, some media reported that Wanda's two projects in Fujian will open at the end of the year, but it is worth noting that Wanda's stores in the two squares will be "downsizing" to 4 floors.

The company said that the reason for losing weight is to adjust the consumption power of the town, and to increase some experience formats.

This move confirms the rumour that Wanda Plaza wants to reduce the retail format. Last year, Wanda announced that Wanda Plaza, which was opened in 2014 (excluding Wanda Department Store), will completely abolish the a target= "_blank" href= "http://www.91se91.com/" > dress < /a > format.

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Last week, a department store in Guangzhou announced that in the next contract period, the main store area in a mature shopping center will be reduced, while the existing structure will be adjusted.

In response, the mature shopping center said that the area vacated would be used to build the experience of the aquarium in the field.

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< p > in fact, many emerging shopping centers no longer see the importance of large department stores.

The new express reporter learned that, such as the Li Yuan new world in Panyu, the main shops include Metro supermarket, Jinyi Movie City, Yong Wang Molly fantasy children's Park, baremun banquet center, etc., but no large department stores were added, while there are Yong Wang supermarket (including department store format), Muji and other retailers and no large department stores in Dongfang Bao Tai, Tianhe District. In Haizhuqu District's Yue Feng Plaza, only the Yong Wang supermarket containing department stores is introduced.

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< p > "no large department stores, shopping centers can survive, this is completely different from previous thinking, which stems from the consumption structure has changed."

A shopping center official told reporters.

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< p > < strong > predicament < /strong > < /p >

< p > < strong > < a > href= > http://www.91se91.com/ > > entity > /a > retail weak department.

< p > the change of consumption structure is due to the impact of e-commerce on physical retailing. In recent years, many domestic department stores have been homogenized seriously, and the entity retailing that is affected by the electricity supplier has been considered to be uncompetitive.

According to the data released by AI consulting, in 2013, the scale of China's online shopping market reached 1 trillion and 850 billion yuan, an increase of 42%, accounting for 7.8% of the total retail sales of consumer goods in the whole society.

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Under the impact of online sales, the sales growth rate of large retail enterprises showed a significant downward trend (< p >).

According to the latest statistics of Guangzhou statistical information network, from January to April this year, the total retail sales of consumer goods reached 242 billion 214 million yuan, an increase of 10.1% over the same period last year, down 5.2 percentage points from the same period last year.

Among them, the wholesale and retail business achieved retail sales of 211 billion 223 million yuan, the growth rate was 10.6% and 6.8% respectively.

The industry expects that the sales of large retail enterprises will remain low this year, and the growth rate will continue to slow down.

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< p > "homogenization of department stores is also more expensive than online shopping, but selling goods simply can not attract customers."

A practitioner described the department store as the "chicken ribs" of the shopping center. "Large department stores seem to be small, but they really can't attract passengers like the experience of the shops. When business is bad, they can't flourish. When business is good, the main area of the department store has a large rental area and low rents."

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< p > there is an analysis that the shopping center blowout development needs to survive in order to flourish. More and more managers have discovered that introducing rink, cinemas, children's parks and so on is much more than that brought by large department stores. It is easy to sacrifice large department stores for consideration in the short term.

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< p > < strong > trend < /strong > < /p >

< p > > strong > department store's active pformation for breakout > /strong > /p >

P shopping center still needs retail format, but whether or not it needs department stores is puzzled because the business model of department stores needs to be changed.

The homogenization of department stores has led to low competitiveness. Each department store brand is almost the same. In the age of "selling things well", as long as the brand can have advantages all the time, however, the era of "lying in the money making" has passed, and the competition has intensified and profits have been diluted. The "two landlord" model of the department store has been tested.

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< p > "shopping centers themselves can also introduce brands."

The director of the shopping center said that there were many ways to have retail formats, and the store of fast fashion brands had no attraction.

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P stores have realized the crisis and began to pform.

Last year, Guangzhou's local department stores, including Guangzhou friendship and modern department stores, pformed their outlets to improve their price structure. At the same time, the department stores also had an "electric shock". The "modern 100 million" and modern department stores launched the "modern network". Guangzhou friendship also announced the "full channel" strategy at the beginning of this year, and its "friendship micro department store" APP has been launched.

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< p > Ying Shi Group Research Center issued a report that department stores can deal with difficulties from three aspects, such as increasing the proportion of self run, imitating the selling mode of foreign high-end boutique department store and even Crawford, or drawing on the advantages of shopping centers to enhance their experience; in addition, the advantage of using physical stores in gold lots, linking online and offline, and making use of O2O to complement each other is also the way of development.

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< p > < strong > > experts guide the way < /strong > /p >

< p > < strong > accurate positioning. Scientific operation of medium-sized retail property has four advantages: < /strong > /p >

< p > although the overall supply and business impact are increasing, the rental growth of Guangzhou's retail property is slowing down. However, with the decreasing number of large retail projects that can be invested in the mature business circle of Guangzhou, many investors will turn their attention to the large-scale retail projects in the emerging business circle.

A survey from Jones Lang LaSalle found that, in the mature business circle of the downtown area of Guangzhou, some medium-sized retail real estate projects with a scale of 10 thousand -3 square meters can be packaged with advanced development concepts and create distinctive retail business projects. They can also find room for survival in the market, which can bring considerable investment returns to investors.

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< p > Lin Shisong, director of Guangzhou retail real estate department, summed up four advantages in the investment of medium-sized retail real estate projects in downtown: < /p >

< p > 1, compared with shopping centers, the total investment price is not high, and the requirements for investors are relatively low.

Such as a three storey residential podium, a single floor area of 5000 square meters, the total area of 15 thousand square meters, the total investment price of the project is only 300 million to 400 million yuan, far below the shopping center frequently 2 billion -30 billion yuan investment.

In 2013, two pactions in Guangzhou's retail property market were more than 2 billion yuan, namely, the west city of Liwan District, with a paction volume of 2 billion 600 million yuan, and two yuan shopping malls of Baiyun Greenland center in Baiyun District, with a turnover of 2 billion 200 million yuan.

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< p > two, investment return time is faster.

Compared with traditional shopping centers, the investment return time of medium-sized retail real estate projects is faster, and the return on investment is more attractive. It is a better choice for investors with small scale.

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< p > three, with mature matching and stable consumer groups.

Such projects are often located in mature business circles, with convenient pportation and well-developed peripheral facilities. In addition, a large number of living population or office population around the project is enough to form a stable consumer group supporting the retail property.

Compared with emerging business circles, shopping malls have shorter training cycles.

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< p > four, the mode of development and operation is more flexible.

Due to the small total area, such large shopping centers are more flexible in adjusting the location of shopping malls, business combinations and leasing strategies, and are more easily adapted to the changing market situation.

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