Wangfujing Department Stores Launched A Full Channel Revolution

In yesterday's Wangfujing strategic transformation conference, the "new China first store" announced that it no longer opened shop in the traditional department store business mode, and shifted the focus of development to the shopping center and Oteri J format. But the success or failure of transformation does not depend entirely on Wangfujing itself.

　　 Abandon pure department stores

Yesterday, more than 200 suppliers participated in the strategic transformation conference of Wangfujing department store. In the next 4 months, Wangfujing department stores will negotiate with prospective suppliers to deepen joint ventures. This also means Wangfujing department stores have abandoned traditional business models of department stores. Mr. Tung Jiasheng, President of Wangfujing department store, said that in the new zero supply relationship, Wangfujing department store hopes to reach agreement with the suppliers and support them so as to promote the strategic transformation of the group.

This is the stage of testing the department store industry than any period in the past. The dual attack of shopping mall and electricity supplier shook the market position of department stores. In the new market environment, the traditional department store has obviously reduced its customer power, which is not only difficult to maintain its performance growth, but also the small profit margins have been squeezed repeatedly. Du Baoxiang, executive vice president of Wangfujing department store, said Wangfujing department store will follow the trend of market changes, adjust the development focus, strategy, mode and rhythm of the company's original format, and develop shopping centers and outlets. Du Baoxiang disclosed that after the acquisition of spring department stores last year, the group's outlets had been supplemented. Beijing, Shenyang, and so on, and so on, shopping center and other places in the country's top sales outlets.

In addition to shifting the focus of development, Wangfujing department store full channel reform has entered the practice stage from exploration. At the end of this month, Wangfujing department stores will complete the research on single product management with suppliers, and will achieve docking in November. The first batch of pilot projects will be launched in January next year. Beijing City department store and Shuang an mall will bid farewell to the pure department store mode and switch to the SKU management mode that is synchronized with the suppliers. In the next two years, this change will be promoted to the national stores of Wangfujing department store.

　　 Shake off the downturn

　　 Department stores Entering the "freezing point" period of development, both domestic and foreign department stores have been unable to resist. Wuhan Wu Shang Group's future development projects almost no longer dabble in the department store format; Tianhong Department stores not only accelerate the shopping center, but also enter the field of convenience stores; the first batch of foreign capital, the founder of Baisheng, Zhong Ting Shen, has re launched the mountain, personally led the global search brand; Beijing hall has transformed some suppliers into cooperative partners to jointly develop their own products. Once again, Taiwan's high-end department store brand new light and three Vietnam entered the mainland, and also gave up the single department store mode of flagship retail, adding more elements of family, experience and entertainment. In the view of the industry, in the face of the new market environment, it is imperative to reduce the price of goods and increase the profit margins.

The charm of department stores has vanished. For many department stores, if they stick to the bottom line of pure stores, the space for future development will be narrower. Last year, the total sales volume of 130 member units of the Chinese general merchandise business association was 643 billion 768 million yuan, an increase of 11.55%. The main business profit was 22 billion 736 million yuan, a slight increase of 2.29%. Data show that in 2012, the number of new stores opened by chain stores reached 8%, reaching the lowest level in ten years, and the data were 26%, 17%, 24% and 19% in 2006-2009 years respectively.

Wangfujing department store revenue is expected to grow by 5% this year, and its business revenue increased by 8.35% last year. The goal of downgrading revenue also reveals that China's first department store can not hesitate and must accelerate transformation. From joint-stock reform to today's all channel strategic transformation, Wangfujing department store has been coming all the way in the tide of transformation. This time, the transformation of Wangfujing department store is a high-risk journey.

Liu Chunji, deputy general manager of Wangfujing e-commerce company, said that online shopping and mobile transactions grew on the high speed road, and consumption gradually fragmented under the Internet era. If the trading behavior is limited to the online market, the market share will be further consumed. The whole channel reform under the Wangfujing department store line is to catch and save more consumers, so that consumers can seamlessly consume in any channel and time.

　　 All channels revolution

For the full channel transformation, yesterday, Wangfujing department store gave the two specific areas of online and offline suppliers, and the specific work plan and clear time node for the two.

From August to January next year, Wangfujing department stores need suppliers to cooperate with each other to complete single product management research, sign deep cooperation book of intent, implement system docking, business process training, single product information entry and pilot shopping mall system switching. In the offline area, suppliers need to complete negotiation and signing with Wangfujing department store as soon as possible, stock system docking and inventory co management training. Next January, both sides will try to manage inventory.

Zuo Jing, deputy general manager of the Department Store Department of Wangfujing department, said that the Wangfujing department store and the intention supplier will cut from four aspects: choose some categories and brands, try to sell and sell on commission, etc., train their own buyer team, directly purchase goods, form a unique self operated commodity area, use the channel advantage, carry out the general distributor and general agent cooperation with some brands, develop value type or supplementary private brand, and gradually develop the localized brand.

In the future, Wangfujing department store will gradually transform itself into a self run business based on deep joint venture mode. Beijing Business Daily reporter learned that in the second half of this year, the transformation will be conducted from the Beijing department store and the Shuang an shopping mall. After half a year's operation, if progress goes smoothly, the second half of next year will be gradually extended to the whole country.

　　 Not easy to turn

It is not easy for a big ship to turn around, and the department store operators who are accustomed to joint operations have already given up the right to speak. Although Wangfujing department stores have invested huge sums of money to share resources with suppliers, most suppliers are swaying in the face of deep pools. Before the supplier mobilization conference, the Wangfujing department store had conducted an early trial of more than 30 suppliers, and the results showed that 70% suppliers were willing to try to change. Yesterday, Wangfujing department store only mobilized 1/3 suppliers.

After the end of the supplier conference, Beijing Business Daily reporters at the scene, many suppliers "containment" group top management asked. Many suppliers worry about the changes in the cost of transformation and operation. Zuo Jing said that the transformation of deep joint venture does have a lot of risks and challenges to the group.

In addition to the huge cost of system transformation, business cost and human input will also increase as a result of supplier management. After the reform, brand operators will also have different adjustment points.

The transformation from supplier to knife is not easy. Parkson's brand agency transformation may be faced with pressure such as unsalable goods and capital pressure. Earlier, the Japanese department store isdan and Sino Korea joint venture Lotte Yintai Department tried a precedent for exclusive brand agents and buyout operations, but they were trapped in the inaccuracy of the market and the financial pressure caused by the unsalable goods, both of which were defeated.