Ten Years, Hedong, Transformation Of Traditional Department Stores To Find A Way Out

In the upgrading of Wangfujing, workers are working on the iron rack, and the shopping mall also has a wide range of discount promotions at the same time.

In the 80s of last century, a department store that used to be a synonym for "tall and tall" is now facing external difficulties. At the beginning of this month, the report on the development trend of department stores released by CB Richard Ellis reported that the department store industry was no longer in sight. In 2013, the operating profit margin of the main listed department stores in the whole country declined for third consecutive years since 2010. At the same time, the main retail business statistics of the first half of 2014 released by Lian Shang net showed that in the first half of this year, more than ten national department stores were closed, of which two were located in Guangzhou, the South China store of Xinguang department store and the Xintang department store of modern department stores.

The traditional department stores are in a state of panic. Reporters interviewed found that in order to cope with the impact of electricity suppliers, consumption habits change and the overall economic downturn, department stores in the city have sought transformation, trying to break through.

　　 Suspension of business

　　 Modern department store Xicheng capital store

Just entering the second half of the year, there was news of closure. In July 15th, the largest private department store in Guangzhou announced that its stores in the western city were not as good as expected, and the business was suspended.

In order to speed up the listing, modern department stores were stationed in Beijing road Guangming square and Huang Sha Road West City in the first two years, but when the economic downturn and the impact of the electricity supplier were on the market, the cultivation period of department store was extended. Among them, Xicheng stores have been running worse than expected for more than a year. The responsible person of modern department store said that the direction and content of the business adjustment were not yet determined and there was no definite time for reopening.

Recently, the reporter visited Xicheng Hui, the original three floor of the modern new world is empty. Some of the businessmen interviewed revealed that they received the news that the modern West City store should be closed. A businessman who did not want to be named said that department stores would not generally shut down because of the adjustment. This time, the West City store closed eight or nine or ten. However, we all said that the modern department store did not affect the overall traffic volume of the city.

According to the public transfer instructions of Guangzhou modern department store released in March 31st this year, the main reason for the continued decline in net profit and operating capital of modern department stores is attributed to the drag of two new stores in Beijing Road store and Xicheng all stores in Beijing. In 2012 and January 2013 ~8, the total losses of the two new stores were 17 million 586 thousand and 400 yuan and 46 million 712 thousand and 300 yuan respectively. In fact, as early as May this year, for the stop loss, the modern department store has closed the Xintang store.

　　 Upgrading

Wangfujing department store catering business format

Wangfujing department stores also have big moves recently. A few days ago, reporters at the Wangfujing department store under the agriculture and forestry road saw that the brand was removed from the building, and the atrium was surrounded. The scaffolding was being built by the construction workers, but most businesses were still operating normally. The 7 floor of the original main children's clothing, furniture supplies and appliances and other commodities, a children's clothing shop staff said, "in August 3rd will move to the 6 floor, after decoration will be temporarily unknown." And another woman stall clerk said that the construction is now progressively carried out in the subarea. "When will the decoration be transferred to the 4 floor?" Shopping environment has been affected, businesses have been playing a low discount to attract customers, shops and even old winter clothing also come out to sell goods, 88% off of goods can be seen everywhere.

In this regard, Wangfujing department store responsible person said that the decoration is not shut down, but the overall adjustment and upgrading of business side. According to the briefing, the store has entered the early stage of upgrading since May this year. Now it is the middle period. The shopping mall has begun to move the elevator and decorate the shop. The decoration will be carried out from 1 to 7 floors, and will continue until September this year. "Wangfujing department store in Guangzhou has more than 20 years of history, now the stairs are relatively old to be renovated, but also for improving the shopping environment considerations; in addition, the current consumption habits vary greatly compared with the earlier years, and the department stores will also increase the service space in the upgrading and introduce the catering business on the 7 floor."

It is reported that the adjusted Wangfujing Department stores will reduce the number of brands by 10%, but introduce more formats and release more public service space, "will increase more experiential shopping, and do some targeted activities of public welfare, community-based and life oriented". Prior to the building did not set up restaurants in the specialized floors, the adjustment will also be the entire 7 level planning for the introduction of the catering industry.

　　 Seeking transformation

Liying Plaza or upgrade Theme shopping center

Traditional department stores seek transformation, and shopping centers seek deeper transformation.

Liying Plaza has announced that it will upgrade its capital in the 10th anniversary year of its opening last year. Originally planned for March this year, the B District of Liying Plaza will be closed for renovation and renovation. The shopping corridor with the theme of "natural forest" will be renovated. It will be reopened in August. However, the transformation has not yet started. Li Jieming, assistant manager of planning and Extension Department of Liyun business company, said that the company had already upgraded and upgraded the plan. It is not convenient to disclose when to start, but the related planning is in progress.

Meanwhile, the three floor of the Oriental Baoshi shopping plaza located in GuangZhou East Railway Station is also officially stationed this year. The reporter interviewed found that most of the merchants were catering units. "Here near the railway station, the flow of people is large, catering needs are large, so we chose to enter." A catering staff said so.

But the Oriental Baoshi related person in charge said that at present, the three tier is indeed a little more catering, but that does not mean that this floor will become a restaurant floor. There will be different types of merchants stationed in the future.