Hangzhou City Shopping Malls Should Be "Grafted" Experiential Consumption.

In the face of the strong expansion of the electricity supplier enterprises, facing the economic environment of a small boom, many people regard this year as the most difficult year for the traditional retail industry. Fortunately, most of the traditional retail enterprises in Hangzhou are not experiencing negative experiences passively. Instead, they seek to transform actively with all kinds of "changing faces".

In the Hangzhou shopping mall, Ms. Lin, who lives in Hangzhou's imperial court, has taken a walk nearby after dinner. After a random glance at the entrance of Wulin Yintai, I found that the counters on the first floor were engaged in special offer clearance. She went in and turned around, and half an hour, two pairs of shoes came out.

Just around Wulin Square, 3 shopping malls are being renovated or are about to start. The concern of the 100 and the merger of Yintai and Yinlin has been in progress since the beginning of this year. From March this year, WeChat transferred to WeChat's general store of Yintai department. Today, hundreds of big suits are in full swing. Reporters at the scene saw that apart from H&M, silk and other brand shops are still open business, most floors have been closed for decoration, part of the first floor of idle site became a temporary sale area.

On the next big wall, some floors of Wulin Yintai are also being renovated. The reporter who wants to go to the women's shoes on the first floor of the ground can see that an obvious baffle appears at the elevator, which shows that it is being reinstalled and upgraded. It is understood that after the adjustment of baetai and Wulin Yintai, it will be merged and renamed Yintai Hangzhou Wulin general store. The original format of the two shopping malls will be unified.

Because it is necessary to link up with the built construction of the big city square, GDAPLAZA, which is separated from the "one big bridge", has been closed for business since August 1st.

Also in August 1st, West Lake Yintai, near Wu Shan square, will be closed to a 100 day adjustment period. "All business areas of the shopping center will be adjusted and invested more than 100 million yuan." The person in charge of the shopping mall told reporters.

According to preliminary statistics, the four shopping malls in the decoration tide area are no less than 100 thousand square meters.

Where have all the customers gone? "Why should we adjust?" Ye Xiaojing, general manager of West Lake store of Yintai department store, said that in 2008, Yintai West Lake store opened the door to greet guests. Because of its huge volume and rich choices, a large number of loyal customers were gathered in a short time. However, with the changing market and the changing demand of consumers, whether this traditional mode can continue to satisfy consumers is a problem. Faced with the complex retail market environment, many peers are still hesitant to wait and see whether heated debate is about to change. Intime West Lake store takes the lead in the transformation and upgrading.

Although the total retail sales of consumer goods increased by 12.1% in the first half of the year, the number of transcripts issued by major shopping malls in recent years was not very beautiful. The number of shopping malls decreased by two digits in the same period, and the actual drop of individual shopping centers was even about 30%. As a leader in the industry, Yintai business is no exception. As of June 30th, the total sales volume of the intime department store of the company and its Affiliated Companies was 7 billion 218 million yuan, down 2.4% compared to the same period last year. The number of stores in Zhejiang has dropped by 8.3%, and the performance of many stores in Ningbo is also very similar. For example, the Ningbo Tianyi store has dropped 15.2%, the Dongmen store in Hangzhou has dropped 13.2%, Hangzhou Yintai West Lake store has dropped 12.6%, the Yintai Linping store has dropped 6.9%, and Jinhua Yintai city has dropped 4.8%.

According to the statistics of China National Business Information Center, last year, the national key large-scale enterprises Retail The retail sales increased by 9.1% over the same period last year, and the growth rate slowed down 1.1 percentage points over the previous year, the lowest since 1999, indicating that the traditional retail industry is facing an awkward situation. According to the National Bureau of statistics, the growth of clothing retail sales in major retail enterprises last year dropped by 7.3 percentage points over the previous year.

In contrast, China Internet Information Center statistics show that in 2013, the amount of online shopping market transactions amounted to 1 trillion and 850 billion yuan, an increase of 40.9% over 2012.

Department stores were open, but hundreds of millions of consumers participated in the 2013 "double eleven" online shopping, leaving a total turnover of 35 billion 19 million yuan. More and more department stores have become the "fitting rooms" for online shopping. Many people have turned to the Internet to buy the styles and sizes of clothes and other items when they arrive at the store.

The CBL report points out that in addition to facing the slowdown of the national economic growth and the rising of online shopping, the Chinese department store has a problem of single function and homogenization competition compared to the shopping center.

Traditional department stores generally only sell commodity retail, even if they are "fitting rooms", it still has a big gap with the comprehensive shopping experience that contemporary consumers need. Miss Lin, a Hangzhou citizen who often stroll around the street, told reporters that compared with the old products of all kinds of department stores, the Mixc, which has a complete variety, can eat and watch movies, is more attractive to her.

do Department store Or is it a shopping mall? The dispute between department stores and shopping centers is not a new topic. It has been PK many times by retailers. In recent years, the entry of a large number of new commercial properties, the growing popularity of online shopping, and other challenges to the physical retail industry are becoming increasingly fierce. Traditional department stores obviously can not meet the needs of consumers, and transformation is imminent.

Shen Guojun, chairman of the board of directors of Yintai business group, believes that the future department stores will no longer focus solely on shopping, but will become a place for people to gather, experience and exchange, and the international shopping center will be the future. In order to satisfy consumers' experiential and one-stop shopping needs, Yintai business group develops the brand of Yintai City, introducing luxury goods, dining entertainment, boutique supermarkets and other products and commodities, and constantly deepening its connotation and enriching business format. The adjustment of West Lake store of Yintai department is to conform to the train of thought of "focus on developing experiential shopping center", combine the advantages of department stores and shopping centers, and strive to build a comprehensive commercial body of the city center.

Facts have also proved that while traditional department stores are declining, shopping centers are flourishing, and some new experiential shopping centers are full of popularity.

So, in this collective Renovation The goal of several shopping malls is to transform into shopping centers. At the end of next year, a 60 thousand square metre theme shopping mall will appear on the National University.

The West Lake store, which is temporarily upgraded to Yintai, is positioned as "MALL of urban life". Its appearance and interior structure will usher in the evolution of China and the United States.

"This adjustment is not only a renewal of the brand, but also a reconstruction of the format." Ye Xiaojing said that in order to create a spacious and comfortable shopping space and provide customers with leisure, experiential refined products and all kinds of high quality brand combinations, intime West Lake store will greatly reduce the homogenization of traditional commodities, and give more business areas to a variety of complementary supporting leisure formats. The proportion of auxiliary business will increase from less than 18% to more than 40%, which greatly enriched the commercial leisure atmosphere and fun. The spacious MALL line runs through the entire commercial space. The restructured commercial structure closely integrates department store retail and MALL formats to create interactive and shared space for urban life.

Why do we have to adjust the layout of the industry? A lot of things you may nest at home and buy on the Internet, but you must come to the shops yourself, and you always feel embarrassed to come alone. Thus, the experience of business has become a magic weapon for businessmen to gather popularity, and popularity is the foundation of sales, high rent and so on.