WAL-MART'S Trust Mart Is Closed.

After P, after the department store, the "supermarket closing tide" of large supermarkets is still going on. WAL-MART's Mart mart, Guangzhou Dongshan store, has become the latest case of closing shop and is concerned by the industry.

This is just the tip of the iceberg: statistics show that in the first half of 2014, China's main retail businesses closed 158 stores altogether, far exceeding the number of stores closed by 2013 in the whole year, including 146 stores in the supermarket, and became the main force of the customs stores in the past 2013 years.

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< p > recently, the appearance of the new property team of "a href=" http://www.91se91.com/news/index_c.asp "> WAL-MART < /a > reveals its determination to control the initiative through self building property.

However, some industry experts believe that the threshold of commercial real estate has been lifted very high and the risk is relatively large.

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< p > < strong > visit: before the withdrawal, the big promotion led to panic buying < /strong > < /p >.

After the news came out that the P Mart store was about to withdraw, the reporter visited Dongshan Jinxuan modern city in the prosperous commercial district of the agricultural and Forestry Road on August 12th.

This is one of the three traditional commercial areas in the old town of Guangzhou, and there are also Huarun Wan and Guang Bai Department stores nearby.

In this area, the Mart store is also an old shop.

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< p > not yet entered the shop. The reporter saw the poster of trust Mart a href= "http://www.91se91.com/news/index_c.asp" > supermarket < /a > on the door post of the commercial building. The business hours of the above have been adjusted to 9:30-17:30 from the original 8:30-22:30.

The closing notice at the door of the supermarket reads: the Mart store will be closed on August 18th.

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< p > enter the interior of the shopping mall. The reporter saw that the escalator from the two floor to the third floor, < a href= "http://www.91se91.com/news/index_c.asp" > "good many /a > supermarket" has stopped, and customers who come to rush to buy Promotional products can only climb stairs.

After entering the supermarket, we can see that there are many people in the electrical appliance area. Customers are buying household appliances such as rice cookers and induction cookers.

Reporters found that the price of these commodities dropped by more than ten yuan to several hundred yuan compared with the previous posted prices.

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< p > in the supermarket, you can see that all the cosmetic counters have been emptied. Judging from the remaining price tags, the price of commodities has gone through a process of changing and changing prices.

Most of the shelves in the supermarket have been closed with colored cloth, but they can be seen from the gaps, and there are still unsold goods on the shelves.

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< p > a large number of staff members are shuttling in the shop, busy picking and packing the remaining commodities, selling the goods they are responsible for selling, and having no time to respond to reporters' inquiries.

In the whole supermarket, the red label of "worry about price" can be seen everywhere.

According to a staff member, the prices of goods in supermarkets generally dropped by about 30%, such as the original price of 64.9 yuan a barrel of 4L loaded Fuling gate corn oil, the current price of 44.8 yuan a bottle, frozen food area frozen frozen steak, the original price more than 30, now only 12 yuan.

Another staff member told reporters that the rest of the goods will be cleaned up within two days as soon as possible.

When the reporter asked about the reason for closing the shop, the staff just smiled and answered "not clear" and left immediately.

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< p > < strong > Background: the retail sales of foreign-owned enterprises accounted for 75%, /strong < < /p >.

< p > the closure of the Mart store is just the latest case. Before that, the supermarket has been closed for a long time.

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< p > reporter has learned that since 2013, WAL-MART has offered the strategy of "optimizing the layout of business", and the news of closing stores nationwide has followed.

In December 18, 2013, the official stop of Guangzhou Mart store is one of the epitome.

At that time, Li Ling, senior director of WAL-MART China business affairs, also revealed: "in the next 18 months, WAL-MART China will be very careful to close 15 to 30 stores."

It can be seen that the closure of Dongshan store in trust Mart was not an accident.

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< p > the "closing shop tide" of the entire retail industry is also becoming more and more intense.

According to the statistics of China Unicom, in the first half of 2014, China's main retail enterprises (excluding home appliances and electrical appliances) closed 158 stores in China, far exceeding the number of 35 stores in 2013.

Among them, 146 supermarkets closed, 9 WAL-MART closed, Lotte Mart closed 5, and Century Lianhua closed 2, Huarun Wanjia, Yonghui supermarket, Beijing Hualian, Sino hundred warehouses, Heng Kelong, Carrefour closed 1, Sichuan home and supermarket closed 26 stores due to broken capital chain, Baiquan supermarket closed its 98 stores in Henan, Shandong, Jiangxi and other places.

It is worth noting that in foreign-owned enterprises, there are 118 foreign-funded retail outlets, accounting for 75% of the total number of stores (including Sino foreign joint ventures 100 supermarkets).

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< p > in most retail businesses, the most common explanations are the lease expiration, structural adjustment, weak profitability, pformation and poor management.

Unlike in the past, more and more enterprises have said they are "closing the store voluntarily to optimize the business layout".

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< p > Du Yanhong, a researcher in the retail industry of CIC, believes that the reasons why supermarkets choose to close are various, fierce competition, higher rent and manpower costs, and overall adjustment. The rise of electric business is also a great impact on physical supermarkets.

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< p > for the reason why enterprises choose to close stores, Chen Haiquan, vice president of Guangdong Modern Logistics Research Institute and professor of Management School of Jinan University, also believes that different enterprises can not generalize, but he agrees with the statement of "optimizing layout".

"Every store has its own life cycle. The choice of a business is not the decline of its whole business. It is just an optimization of the existing store, and the integration of non excellent resources to promote a better layout."

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< p > but Chen Haiquan did not agree to exaggerate the impact of the rise of e-commerce on the traditional supermarket industry.

He said that the impact of e-commerce on the supermarket industry does exist, but "is by no means the main reason".

He believes that the most direct factor leading to the closure of enterprises is the rising cost, and the scale of rents and shops are all important factors affecting the cost.

In this regard, he cited a set of data: according to the 2013 annual report of supermarket chains listed companies, WAL-MART operating costs accounted for 18.9% of the marketing ratio, Lianhua Supermarket store operating costs accounted for 18.6% of the total, Yonghui store operating costs accounted for 13.5% of the revenue ratio.

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< p > < strong > way: self building property control initiative /strong /strong >

< p > under the background of the continuous downturn of retail trade, retail giants have been seeking a way out for pformation. It is the two mainstream choice to enter commercial real estate and test water retail O2O.

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< p > August 10, 2014, WAL-MART China announced a new real estate team to support the growth of Sam's member stores.

In the future, Sam member stores will consider buying land and building their own property.

Peter Sharp, head of WAL-MART real estate Asia, said: "we can work with professional developers to design and build Sam club stores or consider buying land for self built property."

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< p > it is understood that most of WAL-MART's stores in China are mainly based on rental stores, and only a small number of pilot stores are self built shops.

The appearance of WAL-MART's new China real estate team also indicates that Sam's member stores will consider more attempts to buy land and build their own property.

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< p > industry evaluation believes that to enter the real estate, self-sustaining property, on the one hand, can reduce the cost pressure caused by high rent, on the other hand, it is also expected to enjoy the high yield brought by long-term investment in property.

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< p > < strong > industry evaluation: threshold high cycle length < /strong > < /p >

< p > but Chen Haiquan did not take a good view of the self built property of supermarkets.

He analyzed, if the early development of China's real estate development to make this move, will bring great benefits, but now the threshold of commercial real estate has been lifted very high, the risk is relatively large, it is better to continue to lease the way of resettlement of shops.

He also suggested that enterprises could pass the change period by changing the price strategy and reducing the scale of shops.

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< p > Du Yanhong believes that rent cost is a problem faced by large supermarkets. WAL-MART Sam's member stores have certain desirability to deal with the rent problem by building their own property mode. "But WAL-MART's capital property mode needs to take experience, investment and construction, and the cycle will be longer."

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< p > for large supermarkets to use O2O to deal with the impact of e-commerce, Du Hongyan believes there are still some challenges. "Because the key of O2O lies in the integration of online and offline businesses, how to attract users online is a challenge."

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< p > according to Du Yanhong's prediction, there are three kinds of future development trends of large supermarkets in the future. First, continue to maintain a large and full advantage, such as WAL-MART, and do well in various aspects such as product category, after-sales service, parking and other aspects to enhance attractiveness. Secondly, it is featured, such as Yonghui supermarket locating fresh supermarket and building its own competitive power; thirdly, it chooses multiple formats collection, hypermarket + convenience store + community store to improve coverage as far as possible.

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< p > Chen Haiquan believes that the development trend of the retail industry in the future will be mainly reflected in four aspects: first, the large-scale shops are going to small shops and tend to be community-based; second, the management is refined, so that customers have better experience; third, the service function has been optimized; fourth, further facilitation.

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< p > choosing stores is not a problem of supermarkets, but a problem of diversification. Enterprises need to consider the development of multiple elements before making the most suitable decisions.

Chen Haiquan concluded that the attack of "Guan Dian Chao" does not mean that the retail industry is heading for a trough, but has entered an optimization period.

"It is hard to predict when the" shop tide "will end.

In fact, this is just a process of upgrading, ending in a batch and then starting again.

He said.

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