Wavering Beichen Business Has Become A Hot Topic Of Concern.

< p > Where is the Department Store flag of the past? According to the financial data, compared with the hotel industry, the commercial sector is no longer the focus of this state-owned asset.

However, as a result of being a poor business, Beichen is still wavering between development and development: restricted but still open shop.

Lost in its own aura, Beichen lost its leading position 20 years ago.

In fact, Beichen, which has the advantage of government procurement, does not seem to be in a hurry. But in the face of the spring breeze of the reform of state-owned enterprises, what is the next step for Beichen to follow?

< /p >

< p > < strong > < a > href= > http://sjfzxm.com/pioneer/ > > department store < /a > flag fall > /strong > /p >

< p > into Beichen shopping center Asian Sports Village store, it is hard to find the brilliance that once existed.

After more than 20 years, Beichen Shopping Center shows "old form" from hardware facilities to branded goods.

The 1 layer also retained the most popular Beichen supermarket, the 2-5 layer of jewelry, boutique women's clothing, men's clothing, cashmere and bed products.

The store also retained the business model and main category of "department store + supermarket" at the beginning of the establishment.

< /p >

< p > Beichen shopping center Asian Sports Village shop is following the easterly wind of the Asian Games in the early 90s of last century. It is the earliest department store in Asian Sports Village area. It once wore the aura of the "Asian Games supporting facilities".

In the early days of operation, Beichen shopping center drew up a 2 to 7: 1 high and low position targeting the consumer group.

In 1996, in order to adapt to market changes and upgrade, the following year was reopened in September.

After the expansion, the business area of Beichen shopping center expanded to 18 thousand square meters, and the sales volume and profit volume per unit square meter were among the top of the same industry in Beijing.

The upgraded Beichen shopping center positioned high-end shopping malls, attracting a number of international famous brands to settle.

< /p >

< p > nowadays, the proportion of imported goods in supermarkets in Beichen has been greatly reduced, and clothing is mainly centered on middle-aged and elderly customers.

This fallen old department store is out of the mainstream tier of Beijing commercial market, unable to compete with many later generations, and can not catch up with the past itself.

< /p >

< p > > a href= "http://sjfzxm.com/pioneer/" > but < /a >, Beichen business is not aware of its own problems and is still complacent to take the shortcut of Beichen shopping center in 2008 Beijing Olympic Games.

In 2008, Beichen commerce and Hongkong imperial power group jointly opened the high-end boutique department stores. The shopping malls not only gathered many international luxury brands, but also arranged bars, SPA and other places of entertainment.

In 2010, the Beichen shopping center Beiyuan shop opened, and the "water stone" building caused a great sensation in that year.

At that time, under the influence of the international financial crisis, the international first-line brands had cancelled the opening shop plan or proposed harsh leasing conditions. With the "Beichen" as the gold signboard and nearly 20 years of operation experience, eventually attracted a group of high-quality merchants stationed.

< /p >

The market environment and business opportunities of last century P have gone for ever.

In today's era, Ming men's department stores have become a special store, and promotional slogans and sale activities are everywhere.

There is no vacancy in the shopping mall for a year.

In Beichen shopping center Beiyuan store, a large number of brands withdrew. A layer of area was not only captured by a large number of sales, but also accumulated a large number of goods.

The main brand of shopping mall is only ONLY, VERO MODA and so on.

Not far away, it is the flagship store for the above brand discount products.

< /p >

< p > < strong > < a > href= > http://sjfzxm.com/pioneer/ > Channel > /a > king is dead. < /strong > /p >

< p > a data graph shows that during the 2003-2006 years, Beichen shopping center and Xidan shopping center, Wangfujing department store branch, Cui Wei building, Changan shopping center, blue island mansion, urban and rural trade center, Yansha mall, Seth shopping center and Shuang an shopping mall are the main competitors.

In 2003 and 2004, the total retail sales of Asian Sports Village shopping center in Beichen were 96 million 580 thousand yuan and 88 million 580 thousand yuan respectively, which were higher than the average 27.7% and 6.9% of the nine shopping malls in the same period.

< /p >

After P 2005, the performance of Beichen shopping center began to decline due to the adjustment of business strategy and the pformation of retail business with high gross margin.

Compared with the above nine shopping malls, Beichen shopping center is in a single store stage.

Although there is no chain advantage, Beichen shopping center is still a battleground for branding, according to an insider who declined to be named.

At that time, Beichen shopping center striving for suppliers to support and introduce brand-name goods, manufacturers paid more than two times a month to speed up the withdrawal of funds.

Brand operators also put quality resources such as the latest and marketable goods to Beichen shopping center, and at the same time, give price support to large shopping promotion activities in shopping malls.

< /p >

< p > however, the situation has changed. Those people admitted that the Beichen business team has not had any previous energy.

In the face of institutional constraints and past achievements, Beichen's business is still immersed in the age of "channel is king".

The reality is that the supply and demand market has changed dramatically, and there are more and more platforms for brands to choose.

In a sluggish market, the speed of brand opening is far behind.

< /p >

< p > conservative development strategy requires developers and business teams to lower their status and even offer preferential conditions to invite brands to enter.

< /p >

< p > in fact, the example of the past commercial giants missing the market is not uncommon in Beijing business. Only in the downturn of the retail industry and the Internet age, how can we take advantage of existing advantages to find new market positioning?

Zhong Tingsen, the founder of Parkson, once again came out to lead the team to buy brands worldwide in order to reverse the decline in the Chinese market. Many of the big names in Beijing APM, which are rising in Beijing, are also the result of the company's investment team wandering around.

< /p >

< p > it is understood that the Beichen business team has also been looking for brands everywhere, but it seems that it has not been able to persist.

"Beichen" is no longer the gold mark of the commercial market. The scale and influence of the past companies have basically been exhausted.

< /p >

< p > < strong > reduced to business supporting role < /strong > /p >

Beichen business, developed by international sporting events, has been overtaken and overturned by Shanghai Bailian, Dalian big business, Beijing Hualian, Wuming, Wangfujing department store and so on.

< /p >

< p > a person familiar with the situation in Beichen said that Beichen's business team did not have no strength to turn the tide.

With the strong performance of Beichen's other industrial sectors, the profitable commercial sector is of no importance to Beichen.

At the same time, business is not in the business scope of this state-owned background giant.

These people believe that the Beichen business team is actually in contradiction: from the establishment of the times to the Beiyuan store, it shows that Beichen does not want to give up the commercial sector, but at the practical level, the Group executives are afraid that the new store will steal the limelight of the old store.

< /p >

< p > it is easy to see through the data that Beichen's profit structure consists of three parts: investment property, development property and commercial property.

In the 2013 earnings report, the operating income of investment property and development property was 5 billion 43 million yuan.

The profit margins of these two plates are 48.98% and 50.37% respectively.

Although investment property (including hotels) and development properties are experiencing a downturn in the market environment and policy implications, they still have bright spots.

Hotel prices and rental rates have declined, but still better than the average market level of five star and four star hotels in Beijing.

The National Conference Center and the two main reception centers of the Beijing Convention Center received 1603 conferences and 91 exhibitions last year, representing an increase of 182 and 5 over the previous year.

Although the development of property declined by 7.74%, it contributed 2 billion 958 million yuan in business revenue last year.

< /p >

< p > compared with the previous year, commercial property achieved 348 million yuan in business revenue, down 8.33% compared to the same period last year, and the profit before tax was 8 million 757 thousand yuan, accounting for only 0.65% of the three sector profit.

In this year's development strategy of Beichen, there is only one sentence referring to commercial property. "Commercial property will focus on retail market changes, increase investment and marketing publicity efforts, and strive to improve operational capacity, comprehensive service capabilities and asset management benefits through adjustment and optimization of categories."

< /p >

< p > < strong > has also thought of going off the shelf all the way < /strong > /p >

< p > internal contradictions make Beichen's commercial development precarious. This is especially prominent in the era of famous projects.

Beichen and Hongkong imperial power group jointly invested in the famous department store, and both sides accounted for 50% of the shares.

< /p >

< p > according to a person familiar with the matter, the two sides initially had a clear division of labor. The Hongkong imperial power was responsible for more than one level of investment. Beichen mainly manages the B1 level area.

Before the opening, the two sides had a more harmonious relationship. But after the opening, Beichen began to intervene in the operation of Hongkong imperial power, giving some suppression to the brand, resulting in contradictions eventually.

< /p >

< p > it is reported that time honored gate is being sold by Beichen, and Hongkong imperial power will receive the remaining shares.

At present, the two sides are still in the handover stage. Although the relevant leaders of the times did not respond specifically to the Beijing Commercial Daily reporters, he said that the adjustment of shopping malls remains to be discussed and confirmed.

< /p >

< p > Beijing Commercial Daily reporter learned from relevant channels that Beichen wanted to get rid of the commercial sector, and Wangfujing department store is a potential buyer.

Due to the need to receive a large number of employees in Beichen's business, especially the old staff, the paction was not reached due to the high staff expenses and the unsatisfactory development of Beichen's commercial projects.

< /p >

< p > by virtue of the location of the first tier cities and the advantage of property appreciation, if Beichen wants to get rid of the commercial sector, it will be a minority.

However, most of those who want to return will consider long-term returns.

< /p >

"P", the annual major government meeting in Beichen designated hotels to reduce business pressure.

But I am afraid this is not sustainable.

After a long game, the state owned assets supervision and Administration Commission's state-owned enterprise reform has entered the stage of practical operation. COFCO, China building materials, Chinese medicine and other 6 central enterprises have pioneered the pilot project.

In the wake of the new wave of great changes, the bound Beichen should consider itself a closer market future.

< /p >