The Removal Of Shangtai From The Market Caused Heated Discussion, And The Main Department Stores Became Chicken Ribs?

Recently, in Hangzhou retail The market, department stores and shopping malls, which were once regarded as the "best partners", are once again facing a situation of separation. On October 16, Shangtai Department Store, located in Hangzhou's Vientiane City, announced that it would officially close and withdraw from the store on December 1. As soon as the news came out, the public opinion exploded: "the main department stores have poor performance, and the shopping center is weak"; "The department store industry is in an awkward situation"

in fact, shopping The relationship between the center and the main department store is not new. Taking Beijing, Shanghai and Guangzhou, where the retail industry is relatively developed, as an example, it seems normal for major department stores to leave shopping centers. Chaoyang Joy City in Beijing terminated its contract with the anchor store Aeon Department Store; The China Plaza in Guangzhou returned its main department store, China Department Store, while the Ganghui Plaza returned Ganghui Xinyi Department Store; There is also the Longzhimeng Shopping Center in Shanghai to return Longzhimeng Department Store.

"The main department stores usually account for a large proportion of the area of shopping centers." A senior professional said, "In the real development process, their rent, flow of people contribution and occupied area are seriously unbalanced." He believed that in the future optimization and upgrading of shopping centers, de department stores will become a trend. Reporter Zhu Mei

　　 Shangtai's withdrawal is the parent company's business strategy adjustment

MIXC: not ruling out further exploration of de department store

Since last month, there has been news in the industry that Shangtai Department Store will close and withdraw from Hangzhou MIXC. It was officially confirmed last week that Shangtai Department Store, which entered the Hangzhou market in 2010, will officially close on December 1.

There are also relevant statements on the recent official Weibo and WeChat of MIXC. "Dear Sirs, based on the unified decision of Shangtai Headquarters, Shangtai Department Store Hangzhou MIXC Store is going to say goodbye to us. Thank you for the Thai friend's four years of company day and night..." At the end of the statement, there is also a reminder: Shangtai Department Store Hangzhou MIXC's business hours are up to 22:00 on November 30, 2014.

"Shangtai was introduced into China by China Resources, and the two sides have always maintained a good cooperative relationship." The relevant person in charge of Hangzhou MIXC told reporters that Shangtai's business did not meet expectations, and the termination of cooperation between the two sides this time was due to the overall market operation strategy of Shangtai's parent company.

It is reported that Shangtai Department Store is the largest tenant of Hangzhou MIXC at present. Its early withdrawal will have some impact on the shopping center. What the insiders are more concerned about is, who will pick up the plate?

"We will decide on the combination of tenants and business types according to the actual situation of the local market and the MIXC. The goal is to build Hangzhou MIXC into the most competitive mall in the local market." The person in charge said, "The department store is a traditional and new business operation form. It is both a competitor and a partner with the shopping center in the constant development and change. As a partner, the operation of department stores in shopping centers is a big subject, which is not easy. Shopping centers all over the country are the same.

He said that Vientiane City is a large-scale and comprehensive shopping center, striving to make full use of various business types, business types and commercial categories. "So now everything is possible, and it is not ruled out that we will further explore shopping centers without department stores.".

　 Fast fashion+brand collection store+popular catering+children business

De department store or become a shopping center trend

Cinema KTV、 Department stores are the main stores of shopping centers, because shopping centers need entertainment formats to increase experience, and also need department stores to increase customer loyalty and enhance customer flow. However, with the development, there has been a phenomenon that the customer flow of shopping centers feeds back the main department stores. Because of this, many shopping centers have started to terminate their contracts with their major department stores, which is known in the industry as "de department store shopping centers".

"It's not that shopping centers don't want department stores, but that the reality is in front of them and they have to give up." A person in charge of a commercial network said that more and more shopping centers are now returning department stores. There are many reasons, one of which is that it is easy to "fight" between the department store's internal investment attraction and the shopping center's investment attraction. Moreover, at present, department stores are not as popular as supermarkets.

Other business experts believe that if Shopping Mall We can't get more brands and exclusive labels through department stores, and can't bring freshness to consumers.

In fact, if you look closely, you will find that more and more shopping centers begin to pay attention to the proportion of catering and entertainment formats, and on this basis, increase the introduction of fast fashion brands or brand collection stores that are more attractive to young fashion people.

"Fast fashion+brand collection store+popular catering+children business will be a new business combination of future shopping centers, and the brand collection store will largely replace department stores and become a new highlight of shopping centers. Take Beijing Chaoyang Joy City, which was the first one to involve in deparketing, as an example. In April 2012, it was adjusted and upgraded. While strengthening the fashion characteristics, it increased the catering and entertainment formats, and strengthened the children's formats. In the second year after the upgrade, the sales increased by 40%.

According to the latest third quarter market report of Hangzhou and the special report of China Property Investment Guide released by CBRE, in the next two or three years, the number of shopping centers in Hangzhou will explode, and the homogenization will become increasingly serious. "If the shopping center can't get more products through the department store, or its own exclusive label, and can't bring consumers a sense of freshness, then it's an attempt to de department store." The relevant person in charge of Hangzhou MIXC said that the most important thing for the shopping center now is how to improve the competitiveness of the mall.

Four years ago, MIXC entered Hangzhou and began to break the inherent business pattern of the whole city in terms of business combination, business model, on-site hardware, etc. Hangzhou people quickly accepted this shopping lifestyle different from traditional department stores. Will this new attempt at de stocking bring about another change? We will wait and see.