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Transformation Of Shopping Mall In Department Stores: From Fast Death To Slow Death?

2014/7/29 14:57:00 27

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more than two months ago, the Wangjing shop of the Hua Tang shopping center was just closed. In July, the shop in the East Fourth Ring store of the Parkson store was officially closed. At the end of August, the North Garden shop of Hua Tang shopping mall will also be closed.

According to statistics, in the first half of 2014, the main retail enterprises closed 158 stores in China, far exceeding the number of 35 stores in 2013.

however, there are more than three outlets in department stores. In July 11th, the Zhanjiang store of Beijing old department store announced that it was closed down, but the anzhen shop, which was located on the ground floor of the Hualian Shopping Mall in the North Third Ring Road, had been declared closed several months ago.

Hualian Commercial staff said, do not know when the supermarket opens.

Traditional retail outlets are still going on.

< < a href= "http://" www.91se91.com/news/index_s.asp > "electricity supplier < /a > impact", as well as store rent cost, employee salary rise and other pressure, the profit of department stores is no longer as good as before.

As Wangfujing chairman Liu Bing said at the 2013 shareholders' meeting, the traditional retail industry is facing unprecedented impact, and the pformation is imminent.

Less than P, the traditional department store headed by Wangfujing has begun to pform, but it is still in the exploratory stage.

The pformation of Wanda's shopping malls as a sample, the increase of self-employed goods and the development of online shopping malls are the louder voices, but so far the results have not yet been revealed.

Du Yanhong, a researcher at CIC retail industry, said in an interview with reporters that after holding the Internet, not only should he bear the cost of the line, but also increase the online cost, and further compress the profit space.

A retail industry researcher of a securities company in Southern China said that now the department stores want to pform the shopping center. In fact, the expansion of commercial property is the main reason for the expansion of shopping centers, and the number of shopping centers has been oversupplied.

Hua Tang shopping mall is closed for three months, /p >

July 27th, the reporter came to the shop of Beiyuan Road, which is located outside the Fifth Ring Road in Chaoyang District, and can see the word "SALE" and "Beiyuan shop closed shop Thanksgiving" at the door of the shop.

There is a shop bulletin board at the entrance of the mall. Because of the restructuring of the company, Beiyuan Road shop in the halls store will be closed from September 1, 2014.

In the past five years, the North Hall store in the halls store, which has been in operation for over eight years, is still unable to escape its fate. In April, the halls store just closed the Wangjing store which has been in operation for over eight years.

reporter saw in the shop, plus the underground one floor supermarket, the entire halls shopping mall Beiyuan shop altogether has 5 levels, this is similar to the Hua Tang shopping mall in the Xizhimen shop pattern, the ground floor is the food supermarket, the upper floor manages the cosmetics, the jewelry ornaments and so on; the two level is the women's clothing; the three floor is the male clothing, < a href= "http:// www.91se91.com/news/index_f.asp" > the children's clothing < /a >; the four floor is the bedroom apartment and the snack bar and so on.

The overall style is similar to most ordinary department stores.

a red discount discount bar on the shop door is full of shops, including clothing brands such as VEROMODA and ONLY, with a discount of less than 50 percent off, and many brand clothing is as low as 3 to 62% off.

Two floor, a clothing store staff told reporters that in the past, the shopping hall in the halls was deserted, and since the announcement of the shop, there was a lot of popularity.

"Yesterday, more people," the staff told reporters that she was also posted on July 15th when the notice came to know that the mall was closed, and then received a discount sale clothing shop news, "until the end of August, I will be pferred to other stores in this clothing shop."

"Hua Tang Road shopping mall is closed, not pferred to other places," the staff of the shopping center desk told reporters.

public information shows that Hua Tang shopping mall is part of Hua Tang Yang Hua Tang commerce Co. Ltd., founded in October 7, 1997, is the first joint venture chain business established by the State Council for the first time.

The company was jointly funded by Japan's Ito, Yang Huating, China Huafu trade development group, Itochu Commercial Corporation and Itochu (China) Group Co. Ltd., with investment ratios of 75.75%, 12%, 10.58% and 1.67% respectively.

After closing the Beiyuan Road store, there will be only 7 stores in Xizhimen store, Asian Sports Village store, Sanlitun store, ten mile Fort shop, Fengtai North Road store, right wing store and Daxing shop.

two formats: ice and fire double sky > /strong > /p >

Less than three months before P, the halls store announced the closure of two stores.

There is media coverage that the Xizhimen store of Hua Tang shopping mall will also be closed.

To this end, reporters in the afternoon of July 26th visited the rumor in the West Second Ring to the third ring of the West may be closed shop in Xizhimen shop.

the store is located near the zoo and oceanarium in Beijing, which is very crowded. It is close to Beijing North Railway Station, west gate and bus line 2 and line 4.

It should be said that the volume of traffic should not be small, but in fact, although it is weekend time, the whole market is not big.

Like the North Garden Road store in the halls, there is also a promotion of "a href=" http:// "www.91se91.com/news/index_f.asp" > brand clothing < /a > 50 percent off on the first floor of the halls store in Xizhimen store.

When the reporter asked whether the staff in the mall were about to close, most of the staff did not know.

Less than P, Cade MALL, which is separated from the West Gate store of Hua Tang shopping mall, has a large volume of people's traffic. The shopping mall has 7 storehouses, which is significantly higher than the halls of the halls in the aspect of body mass and brand richness.

the same contrast takes place in the Asian Sports Village store and the ocean future square in the same area.

According to public information, the Asian Sports Village shop in Hua Tang has managed fairly well in several stores in the halls. However, compared with the opening hours, there is a huge difference in the flow of people in the ocean going future Plaza, which has a strong shopping experience such as dining, entertainment and shopping.

it is worth noting that the shop tide is not only affecting the department stores but also the retail industry.

In July 27th, reporters came to Hualian Commercial Building near the North Third Ring Road.

The Hualian couplet on the ground floor shows that the supermarket is closed and no traffic is allowed. The staff of the commercial department told reporters that the supermarket was closed several months ago and when the operation was resumed.

a quarterly report shows that the company achieved operating income of 3 billion 645 million yuan, an increase of 4.77% over the reporting period, and realized a net profit of 8 million 520 thousand yuan attributable to shareholders of listed companies, down 29% compared to the same period last year. In addition, the company said that in 2013, with the overall slowdown in economic growth and intensified competition in the industry, the company achieved operating income of 12 billion 748 million yuan, an increase of 3.44% over the previous year, and the net profit attributable to shareholders of the parent company was 40 million 550 thousand yuan, down 21.01% from last year.

2013 annual report shows that business income in North China increased by only 0.31% over the same period last year, which is better than the growth rate of -6.95% in Northeast China.

In the seven regions of the company, operating income grew the highest in the northwest area, with an increase of 19.09%.

The proportion of operating income in North China is the largest.

Guan Lian, a branch of the Hualian Union supermarket, was established in December 21, 2009. It has been running for nearly five years now. As for why we have to close the store, the former researcher of Southern China securities company said that the department store industry had expanded too early, and the company stopped the business by closing the unprofitable stores.

shopping center supply exceeds demand

statistics show that in the first half of 2014, the main retail enterprises closed 158 stores in China, far exceeding the number of 35 stores in 2013.

The sharp increase in the number of stores reflects the downward trend of the whole industry.

As Liu Bing, chairman of the Wangfujing, said at the company's 2013 annual general meeting, the traditional department store industry will be pformed into a shopping center, and the user experience should be increased to gather popularity.

At the same time, in order to pform, Wangfujing also actively develops online shopping mall and builds its own brand.

for this, Du Yanhong, the former researcher, said that the tide of department stores indicates that the industry is in urgent need of pformation.

"The department store industry has always been based on joint ventures, making profits through deducting points or royalties, so as to neglect the cultivation of its core competitiveness, plus the impact of external factors, the rise of the Internet business and the rising cost of rentals", making the day of the department stores more and more difficult.

Traditional department stores try to embrace the Internet, but the effect is not obvious. After holding the Internet, they not only have to bear the cost of the line, but also increase the online cost, and the profit is further compressed.

"pformation is inevitable, but the problem is how to change. What we are talking about more is pforming into a shopping center. In fact, the extrusion of traditional department stores and the increasing number of commercial real estate projects have led to the fact that the shopping center is in a state of oversupply. The pfer shopping center is not necessarily able to turn the tide." a researcher from a securities company in Southern China thinks that as far as the department stores are concerned, their future prospects are still slim.

the oligarchic effect of department stores shows /p >

in addition, according to statistics, in the first half of 2014, major department stores closed 12 stores.

At the same time, the operation of department stores is not ideal.

At the same time, the latest data of World Bank Richard's show that over the past three years, the annual average compound growth of property rents and staff expenses was 14% and 18.5% respectively, while the average annual compound growth of operating income was only 8.8%.

commodity upgrading is quite fast now, and the department store itself does not have the experience of distribution.

Whether it is to increase the proportion of self run or develop its own brand, its investment threshold is quite high. If there is no large-scale network foundation support, this mode will be hard to maintain.

there will be polarization in the department store next year. Large scale department stores will actively seek pformation, strengthen structural layout, bring new experience to customers, and enable customers to enjoy better services in the process of shopping, Du Yanhong said.

"The market concentration of leading enterprises in future department stores will be further improved."

Du Yanhong added.