Department Stores Cut Down The Dilemma Of 3/4 Department Store'S Deep Pformation.

Ningbo Yinzhou Lishi department store is only sold on the first floor.

"I haven't seen this shopping mall for a long time. I didn't expect it to change so much. There's only one floor for clothes. Upstairs, besides eating, there are early education, dance training classes and so on."

Yesterday, members of the public came to the Yinzhou Lishi department store to see the change.

It turned out that the department store in the central area of Yinzhou reduced the department store format to about 1/4, and introduced a large proportion of catering, leisure and early education.

In the Past National Day golden week, the sales of Yongcheng department store is dismal. Is it insisting on intensive cultivation in the main business of the department store? Or is it going to turn the counter into another consumption experience that attracts people? Yongcheng department store is facing a dilemma of deep pformation.

Walking to the left or to the right is a test of the wisdom of the business, and ultimately depends on the choice of consumers.

Department stores reduced 3/4

The time between Yinzhou street and Wanda Plaza

Opened in April 2010, because of its strong consumption in the core area of the Yinzhou central area, and with first-class hardware, the mall in the early opening of the high-end high-end department stores, has introduced the famous French crocodile, DKNY, Shiseido and other famous brands.

But with the rise of online shopping and intensified competition in department stores, the market has been losing popularity since its opening.

Yesterday morning, the reporters saw in the Lishi department store that the four layers of department stores had changed greatly: the department stores on the two to four floors were all removed, leaving only some clothing counters on the first floor of the shopping mall, and a series of promotional clothes hangers full of discount clothes.

"The four floors are shopping malls, and now clothes are on the first floor."

A staff member told reporters that the two or three floor now is a place for eating and teaching.

The reporter took the elevator to the two to four floors of the shopping mall, and found that the original department store had been replaced by many experience consumption formats.

Catering, 100 year old fish, bamboo forest, self-service barbecue and other catering enterprises have been settled.

In addition, children's early childhood education center, dance training class, KTV, nail art, 3D illusion art space, horror ghost house and other leisure entertainment formats also came.

"The rise of online shopping has made shopping malls gradually become the" fitting rooms "of shoppers. We have removed the counters and introduced the experience of consumption, mainly hoping to increase the popularity of shopping malls.

The manager of Lishi Department said that from two years ago, Lishi department store began to adjust its business strategy, gradually reduce the proportion of clothing retail business, and add food, education, training, entertainment and leisure content.

Since this year, Lishi Department has accelerated the pace of shopping malls adjustment. In May, the 3D Museum of art was introduced into Lishi department store, and the brand restaurant and bamboo grove family was introduced in July. The original department stores also gradually reduced to about 1/4.

Fashion restaurants and desserts opened to the market.

Dismantle the brand counter for catering, in Ningbo, Lishi

Not the first one.

Since last year, a number of department stores in Ningbo have been quietly changing their faces: the bustling Yintai department store has opened a sweet shop in the middle of the clothing store. The two floor of the golden light department store has opened ten restaurants, which can not only go shopping, but also eat roast fish and products, and Japan and South Korea.

The same changes in these department stores are expected to rely on these experiential consumption which can not be replaced by e-commerce channels, to restore the popularity of shopping malls and attract customers.

Reporters found that no matter how to change, the traditional department store formats such as Yintai and new Hualian are still occupying the vast majority of the area. Like the department store, the traditional main industry has been relegated to the second line and the experience of the industry has been "overwhelming." at present, there are not second in Ningbo.

Behind the sharp reduction of the department store's main business, the department store's sales are dismal.

Statistics from the City Trade Bureau showed that Ningbo's department stores experienced almost the most dismal golden week in history.

According to statistics, this year's National Day golden week seven days, our city's key monitoring 7 department stores realized sales of 239 million 140 thousand yuan, down 7.3% compared with the same period last year, including 5 shopping malls negative growth.

The analysis of the city trade bureau pointed out that the department store has become one of the most depressed traditional formats, due to the impact of online shopping, the reduction of group buying business, the decline of purchasing power of consumers, and the excessive competition among other industries.

Businesses should give more consideration to consumer demand.

An interesting phenomenon is that according to the consumer market statistics of this year's National Day golden week, it is also the same as department stores, single department stores and department stores in commercial squares.

Some department stores, which are located in the Plaza, have a better sales situation than single department stores, thanks to the advantages of square industry, good environment, convenient parking and popularity.

This year's National Day golden week, sales of department stores built in commercial squares not only declined, but also increased by more than 5% over the same period last year.

"Now we all feel that catering is just needed. In fact, the money of restaurants is not good enough to earn. The rents of commercial squares are getting higher and higher, and the competition in the same industry is too intense."

Tianyi business district, a fashion restaurant official told reporters that many restaurants now rely on group buying or discounts to attract popularity. On every special day, businesses that do not make special offers are cold and cheerless. Businessmen who make special deals earn only popularity, and low price promotion is like drinking poison to quench thirst.

What is the way out for the pformation of department stores? Dr. Zhong Changbiao, Dean of the regional economic and Social Development Research Institute of Ningbo University, believes that the catering industry's entry into shopping malls can complement each other with the development of department stores, which is a way out for the pformation and upgrading of Ningbo's traditional department stores.

However, the success of traditional department stores depends on whether the brand positioning of shopping malls and restaurants can match and complement each other.

The way out for the pformation of department stores is still under exploration, but it can be determined that there is only one criterion for success, that is, whether consumers will buy it.

"I go to work at the east gate, shopping in the mall is still very convenient. In fact, it doesn't matter to go shopping or buy online. The most important thing is to see the price and quality. If the prices of shopping malls can be matched online, even if it is a little more expensive, I would like to go shopping, after all, I can see real things in the mall."

Ms. Zhu, who is a Post-80's citizen, recently wanted to buy a set of brand silk sheets. Compared with the market price of the mall, it was 40% more expensive than the Internet. Finally, she still wrote the order online.

"I find that the prices of shopping malls are already on the Internet, and the discount is also very strong. But personally, I feel that the clothes in the mall are still the same. Some of the costumes are still on the Internet."

Netizen Wang likes cotton and linen style clothes and accessories. She hopes that the products of future shopping mall can be more personalized.

Stone of its mountain

Take a look at the service of foreign shopping centers.

"Where is the way out for the department store? There is no mature profit model in the pformation of O2O. Turning to restaurants has lost the essence of department stores.

Experience consumption is not just eating, surprise shopping is also a part of experience consumption. "

Wang Lijin, chairman of Ningbo New Hualian Commercial Building, believes that there is still much room for improvement in the service of shopping malls. Like buying shoes in shopping malls in Japan, no matter how many shoes the customers try on, the attendants always take the trouble to kneel and squatting down to test their shoes for customers.

In addition, the brands and commodities of the shopping malls in Ningbo are mostly identical, and some of the shopping malls in Europe and the United States have implemented the buying system. The brand of self management is as high as 80%~90%, and the products have distinct characteristics. This is a magic weapon which is different from online shopping and attracting customers.

Reporters learned that from the beginning of this year, the new Hualian Department Store tried to implement a single product management mode in the brand of shopping malls, hoping to grasp the consumers' preferences through information technology in the era of big data.

"We are implementing a brand-new computer system. How does the sales performance of each brand counter sell every day? The store only knows a whole data, but what kind of clothing sells well, sells several pieces, and stores do not grasp it."

Wang Lijin said that with this system, shopping malls can accurately analyze consumers' preferences and the sales trend of certain commodities by collecting data, laying the foundation for the future introduction of brands and goods in the mall.