What Will Be The Fate Of Hangzhou's First Buyer's Department Store?

　　 waow plaza The cancellation of Zhejiang and European real estate is undoubtedly the hottest topic in Hangzhou's business this week.

Last weekend, a report from China real estate newspaper revealed that after "half a month's rent arrears and the intention to terminate the contract departure", the media and retail industry focused their attention on this quiet shopping mall for a long time. The news and comment on the "European dream" hindered by the cancellation of the contract were all over the world.

However, many people have ignored the important identity of Hangzhou's shopping mall, the first buyer department store in the world. Today we borrow the professional vision of the retail industry to try to re interpret the future of the European shopping mall today and the future of Hangzhou retail.

　　 A. cancellation Disturbance One stone stirred up thousands of waves.

On Tuesday, Wahaha issued a statement saying that Wahaha could not continue to cooperate with the European Union because it failed to perform its performance (such as failing to offer 300 parking spaces and delayed acceptance of fire services), and said that the cancellation of the purchase agreement with Zhejiang Europe would not have a substantive impact on the overall operation of Wahaha commercial projects. "Wahaha will continue to walk firmly in this field."

In fact, before the termination of the incident, the European shopping mall has taken a new step.

In April this year, Wahaha said publicly that in the future, Europe would transform itself into education. Although the facade of "Wao shopping mall" has not been changed, the large area on the first floor and the two floor has been assigned to the "Wahaha future city" as a consultation reception area and experience classroom. "In the future, we will focus on education and training." At that time, Wahaha business company staff told reporters.

　 B. only met three guests in an hour.

On the first floor of the shopping mall, a large number of first-rate luxury brands are being concentrated, including PRADA, GUCCI, FENDI and BALENCIAGA. With the tag of "60 percent off" and "50 percent off", there are high-end brands such as Ferragamo, Tod 's and Jimmy Choo on the counter. shoes Son. The two floor has been emptied. Only the third floor and the four floor are still selling some luxury goods and the European two or three line brand. Clothes & Accessories Shoe bags.

For a big discount season in Europe, maybe there will be plenty of guests, but this time it looks very sparse. The reporter spent an hour or so visiting the whole shopping mall, and only met three customers from beginning to end.

The COSTA coffee shop waiter, who was in the corner of the first floor of Wa Europe, told reporters that they opened at the end of last year. Compared with other shops in Hangzhou, the business is not good. There are only a few passenger trips in the afternoon on weekdays. People who work in the surrounding offices have hardly any business at other times, and nobody is on Saturday or Sunday.

　 C. public opinion in succession, how to interpret wa Europe?

Many European stores have ignored one of its important identities, the first buyer department store in Hangzhou. In this sense, it has done things such as Hangzhou Tower, intime department store and other business chiefs who "always want to do but dare not do". People who dare to take this risk come from the non-commercial area.

Although the controversy over the euro europe shopping mall has attracted various critics from the business circles, some people in the industry have made such comments: the European company has made some useful innovations in the development of the retail industry, and the department store in Hangzhou should thank him.

We borrow the eyes of the retail industry to re interpret the future of the European Shopping Mall and the future of Hangzhou's retail industry.

D. is the most difficult way to buy a shopping mall.

Many people in the retail industry have been prepared for a long time. In the retail circle around the country, buyers and sellers, whether they are strong or foreign players, are in a fog. Although European buyer's department stores are quite strong, there are also excellent buyers in Hongkong, China, but from the department store industry in mainland China, there are few successful precedents.

As early as last November, after the transformation of self operated department store NOVO failed, it was forced to close the Chongqing store, while another British well-known buyer department store, Martha department store, although it was running smoothly in the UK, but after entering China, it crashed several times. In early April this year, it was reported that it was forced to close its 15 stores in Shanghai because of poor management. In addition, Hongkong famous buyer department store Crawford entered the mainland market several times to test the water, still struggling to overcome the problem of "acclimatized".

Many retail circles believe that buyers' department stores are more competitive than ordinary department stores and the same style of Shopping Mall. Their research on customer demand is deeper than ordinary department stores. Therefore, the demand for practitioners is higher and the risk of capital is higher. Therefore, although many retail giants have ideas to buy buyers' department stores, they dare not rush into it. But Europe, as a business circle, has chosen the most difficult way to go.

　　● site selection Is it really a problem?

The shopping mall is located on the North Bank of the Qian Tang River in the central business district of Qianjiang new town. It is located along Fuchun Road, between the City Star Road and the civic street, surrounded by offices such as Qian Tang aviation building, Zhong Tian Guo Kai building, Qianjiang international times square and so on. The vacancy rate of office buildings in the area of "wa Europe block" is very high. Besides the Jamo building's occupancy rate, it can reach 70% to 80%, and other offices can only reach 20% to 30%. A commercial real estate insider said.

The location problem has always been regarded as an important reason for the failure of the European store in various voices outside the world. However, a veteran of the Hangzhou retail circle believes that the failure of the European supermarket has made any factor a proof of its failure.

"There is no problem with the lot itself, the key is that the shopping mall itself does not have a clear positioning, and it does not understand what the target customers need." The industry insider said. To know what the guests want, it is obvious that they need a detailed and detailed market investigation. They need to grasp the tears, pain points, itch points and laughing points of all the office buildings and residential areas within a kilometer radius.

"I think a Tesla museum is better than a mall," said Mr. Ni, who was working at Fuchun road. From the perspective of customer demand, if it is really transformed into Tesla's Experience Hall, it may be better than today's Eve. At least, this is a very clear objective consumption, far more than rough clothes. Shoes and Hats The sale is more targeted.

　 6 buyers were asked to bring back 100 brands in 1 months.

The European Shopping Mall is the first buyer's department store in Hangzhou. The buyer's system, as the name suggests, sends professional buyers from the shopping mall, flies to foreign countries to purchase goods, and then takes them back to the commercial mode of selling in domestic stores. In general, department stores sell goods, so buyers are very important. For this reason, we found the staff who worked in Wahaha commercial company to restore the operation mode of the buyer in the shopping mall as far as possible.

All goods in the mall are purchased by a team of 4-6 buyers. "They were asked to bring back 100 foreign brands in a month." The person familiar with the matter said.

In 2012, the buyer team flew to Italy and Spain for the first time in search of domestic sales. clothing Shoes, "this trip brings a lot of merchandise, part of luxury goods, part of the European two or three line brand, but most of them only buy goods, only a small part directly to the agent." In order to successfully complete the task, the buyer team must not be a "big buyer", bringing the goods back to Hangzhou, but can not bring the brand back. In the second year, when the country went abroad, the sales volume of domestic stores was not good, so the purchase volume began to decrease.

There are few excellent domestic buyers.

Obviously, the difficulties encountered by the European supermarket are closely related to the buyers. In the interview, many people in the industry admitted that there is hardly a good buyer in China. So, what kind of buyer is a qualified buyer?

It is reported that many buyers of purchasing department stores in Hongkong, apart from having professional training in clothing knowledge, are also well versed in the purchasing view of Hongkong locals. A senior buyer can bring about one to two foreign brands annually on average.

Yes, only 365 days are enough for them to identify a brand. Where did they spend their time? First, the consumer survey for the local market will take them a few months. The aesthetic tastes and geographical differences of different age groups will decide whether the buyer should first fly to Italy or Spain. Secondly, the buyer should have a good understanding of the development of foreign brands, including the merits and demerits of the fabrics, whether the styles and sizes are suitable for Asians.

"There are many versions of goods in the mall, which are not suitable for Hangzhou people, such as some European editions. clothes The waist line is very high, and the pattern is too exaggerated. I am afraid this is very difficult for Hangzhou guests to accept. The retail industry said.

　 The combination of goods is also "porcelain living".

The process of buying the buyer from abroad and buying it at the mall is still difficult. The combination of goods is another difficulty for buying general merchandise department.

Just imagine, when you walk into the counter, all of them are black clothes and trousers, or a rivet coat and a row of linen trousers are put together, and then Burberry and Chanel, it is hard to arouse your desire to buy.

Think back to the IT. shop and the market of Hangzhou, which are familiar with the buyers. When it comes to IT., the first impression you can jump out is "a little bit of personality and a bit of a trend". The women who frequent frequent visits to the shops are able to tell which area to sell perfume and which area to sell the mask.

　 Industry pulse

Can children's education in transition make life better?

From the message released by Wahaha in March this year, the shopping mall will be transformed into child education and training. There was an unwritten saying in the retail circle: the best money is women and children. Obviously, after the transformation, the shopping mall hopes to rely on education and training and turn a new path.

"Education and training will also face the problem of low renting capacity and homogenization. If training is done alone, the form of shopping mall in Europe is still grim." The retail industry pointed out that "if we are targeting children, we should integrate the whole chain of children's consumption and go to the theme shopping mall."

From now on, Hangzhou has a children's theme shopping center in Binjiang, which contains many formats such as children's clothing, education and training, catering, entertainment experience and so on. It may also be a reference and inspiration for the future of the shopping mall in Europe.