Large Supermarkets Speed Up Department Store Process

< p > for the supermarket industry, the downturn is just a period of expansion.

Beijing Business Daily reporter found that household appliances, digital products and brand clothing have become an essential part of supermarket one-stop shopping, which may become an outlet for supermarket pformation.

However, the Beijing Business Daily reporter survey found that the general supermarkets to dress as a one-stop shopping supplement category, less brand, poor consumption experience, very popular among the elderly, but hard to please young people.

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< p > < strong > > shopping mall into supermarket > /strong > /p >

< p > "we sell 120 thousand yuan a month in Parkson, but we can sell about 300000 yuan in Sam's member stores."

A high-end clothing guide for middle-aged and elderly customers told the Beijing Commercial Daily reporter that the brand is planning to withdraw from Baisheng in the East Fourth Ring next month, while the Sam shop in Shijingshan is being renovated to expand its area.

Sam's member store is a high-end warehouse supermarket for members under the "a href=" http://sjfzxm.com/news/index_p.asp "WAL-MART" /a "http://sjfzxm.com/news/index_p.asp". In addition to the daily necessities, electrical appliances, clothing and so on are also involved. The Beijing Commercial Daily reporter saw in Shijingshan store that the whole two floors are clothing, shoes and bedding items, and most of them are high-end brands such as Levi's, Columbia and Ordos.

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< p > WAL-MART said that the clothing brands of Sam's member stores will be more and more high-end. The main stores are private brands to meet the demand of public parity.

But WAL-MART also stressed that for hypermarkets, clothing and electrical appliances only satisfy consumers' one-stop shopping needs, not the main category.

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< p > Beijing Commercial Daily reporter visited WAL-MART supermarkets, Carrefour, Wumart and other supermarkets, and found that supermarkets have set up clothing sales area, but there are not many famous brands, such as Carrefour's first store, only JEANSWEST has a popular brand in the store, and most of the other products belong to the "miscellaneous" brand in the eyes of consumers.

Wumart supermarket brand clothing is not common. However, wumi has jointly launched the "brand discount" sale of brands such as a href= "http://sjfzxm.com/news/index_p.asp", Adidas /a, Nike, and so on.

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< p > < strong > expansion department store category < /strong > /p >

< p > besides clothing, supermarkets are becoming more and more near department stores. Appliances, 3C digital, gold jewelry, books and toys slowly appear in supermarkets.

Since last year, the world-renowned toy brand Fisher has appeared in Carrefour's store.

It is understood that Fisher went to Carrefour to do promotions on a regular basis. Sometimes the price was even cheaper than that of the online shop, and drew many fashionable young mothers. They thought that the past supermarkets sold small brands of toys without protection.

In order to buy toys like Fisher, they only choose shopping centers, or buy them through the sea.

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< p > in addition to the direct introduction of well-known brands, in order to "fast and well saved", supermarkets introduce more new products, and they are more likely to let go of joint ventures and only be "two landlords" who do not lose money.

In January this year, Gome's Dazhong electrical appliance took over the operation of Wumart household appliances. It is understood that Dazhong electrical appliances will replan and adjust the home appliance area of the Wuming supermarket, reassemble the commodity structure according to the actual situation of each store location and area, select suppliers to enter, store the new integrated business, or shop in the form of "big, medium, beautiful, and small shops".

In the view of the industry, Gome Suning has been carrying out price war in the field of home appliances, and then the participation of Jingdong and other large electricity providers is to divide the market share of household appliances sales. The price of household appliances market is also more pparent. Electrical appliances can not contribute more profits to supermarkets. Instead, they invest huge energy in investment, operation and supply chain. Abandoning large household appliances and retaining small household electrical appliances are the choices for supermarkets to avoid disadvantages.

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< p > however, a retail industry insider who does not want to be named has revealed that in recent years, domestic supermarkets insist on managing household appliances. Most of them only aim to sell and digest shopping cards in addition to satisfying the one-stop shopping needs.

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Although the P expansion department store is only a supplement, it has become a powerful tool to attract customers.

It is obvious that when more and more appliances, 3C digital, massage chairs and other more emphasis on experiential products are increasingly appearing in supermarkets, more consumers are willing to go shopping instead of shopping.

For supermarkets, its flagship products, such as daily chemicals, are shrinking under the impact of the electricity supplier. Fresh food has also become a hot topic of the electricity supplier.

If consumers do not go out, they can buy any daily necessities, so even if supermarkets are lower than the price of electricity providers, they will decline in popularity.

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< p > < strong > industry forced pformation < /strong > /p >

Since P, 2012, large supermarkets have been running ill and frequently.

According to the survey and statistics of typical enterprises by China Chain Store Association, sales of large supermarkets increased by only 7.8% in the three quarter of 2013, lower than that of supermarkets, convenience stores and franchised stores. The gross profit margin of large supermarkets also dropped from 17.3% in the three quarter of 2012 to 15.5%, the largest decline in all retail formats.

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What's more, P is slowing down the pace of expansion and even closing stores.

Since last year, WAL-MART has been blowing up customs in China. Some shops that are not profitable and lack market competitiveness have been decisively turned off, but Sam's member stores are regarded as new engines of growth.

WAL-MART's new CEO Ke Junxian said, "in the next three years and in the longer term, we will increase the strength of the development of Sam's member stores".

In the retail industry, relatively high-end products and more complete categories can provide one-stop shopping for consumers. These are the trend of supermarkets in the next few years.

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< p > < strong > is still difficult to attract young customers group < /strong > /p >

< p > general supermarkets face mass consumption. They only focus on cost performance and lack of brand.

Take clothing as an example, the supermarket's main products are 9.9 yuan and 19.9 yuan products, forming a low price impression in the minds of consumers. What's more, some supermarkets are often sold by industry and commerce departments to sell fake brands.

This also leads to the fact that the real brand goods are not willing to reduce the price into the supermarket.

In addition, clothing products have larger requirements for the area, larger space display and fitting rooms, and even magnetic strips on each garment. This part of the input cost is not a small sum relative to the proportion of clothing in the supermarket category.

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< p > according to the director of a supermarket development department, brand clothing is not allowed to purchase because of its high price. Low cost cheap clothes often cause incomplete numbers and random numbers.

Supermarkets have also considered the removal of clothing areas, but some underwear, socks and other clothing products sell well, doing or not doing is very difficult.

Some supermarket sales staff said that although the clothing sold in supermarkets basically covered consumers of all ages, the sales of clothing for middle and old aged people were not bad.

Most consumers say they don't catch cold on supermarket clothes. They think that the clothes of supermarkets are cheaper than those of specialty stores or department stores, but the styles are more "old-fashioned".

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Despite the embarrassing situation, almost every large supermarket has set up a special clothing area. "Large supermarkets have to ensure the diversification of business goods, the popularity of supermarkets and the flow of people can bring more business opportunities. Everyone is looking for profit growth points in all fields". P

A local supermarket responsible person said, is still in the market cultivation stage.

Some retail experts suggest that supermarkets can contract clothing areas to professional apparel operators, or locate in the "brand sale", to form a cooperative relationship with the brands of shoes and clothing, to ensure that the source of goods can attract consumers by brands. Meanwhile, < a href= "http://sjfzxm.com /news/index_p.asp" > discount low < /a > price is also in line with the public positioning of the supermarket.