Exploring The Transformation Route Of The Department Store

Following April Nanjing Fred, a British department store (HouseofFraser), aims to introduce Fred's mature private brand and buyer's mode of operation. The Nanjing based Golden Eagle International Trade Group also said that it had held SKINMINT, an American brand dealer. The two sides will cooperate in the system of buying and selling. The first three US brands have entered the Golden Eagle life center of Nanjing. In the future, the Golden Eagle department will introduce more international brands through the buying system and agency system to operate in a self operated manner.

For the reasons for the successive distribution of the buying system, Nanjing new hundred and Golden Eagle commerce and trade responsible persons said that in recent years, the homogeneity of the operation mode, the intensification of contradictions between supply and demand, and the high price of commodities are showing up. Exploring the operation of the buying system, expanding the self brand, enhancing the diversity and attractiveness of the commodities, at the same time, can enhance the profit motive of the department stores, increase the profit margin, and help the development of the traditional department stores to the modern retail formats.

But there are also people in the industry who say that in recent years, Buying system The development of our country is not smooth, such as Hongkong's buying hand system "fashion godmother" Lafayette and Paris's old Buddha's department store have encountered the problem of dismantling shop in China. Therefore, the traditional department stores should explore the buying system more cautiously. "We can first adopt the mode of joint operation and buying together, and diversify the risks. At the same time, the training of buyers is also a top priority."

　　 Break through the buying system

"At present Department store The most powerful driving force for retail sales is private brand sales. Businesses that use the "buying system" will be more diversified, more competitive and closer to consumer demand. The Nanjing new hundred introduced Fred's mature private brand and buyer's mode of operation, will achieve a significant transformation from traditional department stores to modern department stores. Yang Huaizhen, President of Sanmen group and Nanjing new hundred chairman.

The director of Jinying commerce also told reporters in an interview with the international business daily that in order to avoid excessive homogeneity of brands and commodities, Golden Eagle has been looking for opportunities to develop its own operation. "SKINMINT, headquartered in New York, USA, has many European and American brands, even the exclusive agent in the Asia Pacific region. Through the acquisition of SKINMINT, Golden Eagle will selectively and specifically develop proprietary businesses, increase the types of sales products, enhance the experience of consumers, and bring a series of high-end brand names with high cost performance to China's retail market.

In this regard, Du Yanhong, a retail researcher at CIC, believes that the buying system can enable businesses to acquire the initiative of ownership, pricing power and variety, and have a competitive advantage. "At present, the homogenization of retail formats is serious, and profits are declining year by year. Transformation is imminent. After the acquisition of foreign buyer's department stores, Nanjing new hundred and Golden Eagle international trade will promote the diversification of brand merchandise and enhance the shopping experience of consumers.

　　 Pluralistic development is a good policy.

Although many of the traditional department stores are regarded as the direction of transformation, the "buyer system" has not developed smoothly in China in recent years. Foreign Ministry of Lafayette department store and Hong Kong capital Lafayette have been frustrated in their operations after entering the country. In this regard, Du Yanhong told reporters that the buying system in China "acclimatized", on the one hand, because the Chinese market is very large, consumers everywhere are familiar with the brand of buyers choice; on the other hand, China has not yet formed a mature buyer training mode, the industry lacks a discerning and professional ability of buyers resources.

For one of the first enterprises to try to self run business in China, Golden Eagle business is still less than 10% of the company's overall sales, and its responsible person also said that the acquisition of SKINMINT will not change the situation in the short term. "Whether it is to improve the commercial shopping atmosphere or improve the proportion of self run, it is not easy for the mall. Operators should recognize that self marketing brands need to be tested by market and time, especially at the beginning. Buyers who are concerned about buying are not mass consumption in department stores. This requires operators to take more effective management and marketing methods. "Therefore, the introduction of hawk brand by golden eagle is not a comprehensive buying system. In recent years, the acquisition and cooperation of Jinying has not only fashion brands, but also catering, theme commerce and online hotel tourism products, such as the famous Korean pizza brand MrPizza, the Korean aquarium COEX, the online high-end hotel reservation website, Zambia, and the Lumei industry. Together with other business adjustments of golden eagle, these cooperation have built a perfect business service system for enriching customer shopping experience and increasing service contact degree. The person in charge said.

Du Yanhong agreed with the development strategy of Golden Eagle. He also suggested: "the transformation of our department stores to the buyer system" can take the form of joint business, buyer and private brand mixed business mode in the early stage of transformation. This will not only ensure stable cash flow from the joint venture mode, but also get the proceeds from buyers and private brands under the conditions of effective control of risks. In addition, enterprises should also pay attention to the training of buyers. The introduction of commodities should not only maintain a higher taste, but also give consideration to consumers' choice criteria.