Shanghai Business Transformation Report: Strictly Control The Total Amount Of Shopping Malls

57 billion 100 million, today, 0:00, Alibaba group Hangzhou "double 11" data live hall, when the big screen numbers finally stay in this figure, the total volume of Shopping Festival no suspense to a new high, a total of 22 billion 100 million yuan more than last year's 35 billion yuan. Among them, more than 40% of the volume of transactions comes from mobile phones, tablet computers and other wireless terminals.

But online shopping is far from over.

From January to September this year, the retail sales of Shanghai's online stores reached 66 billion 934 million yuan, up 21.7% over the same period last year. In sharp contrast, sales of physical businesses such as department stores and supermarkets have declined.

A few days ago, the Shanghai municipal CPPCC Economic Committee and others released the "accelerated business transformation report", looking directly at the dilemma of the real business facing the impact of the electricity supplier. The report said that with the rising price of real estate leasing, a large number of foreign-funded enterprises have closed stores. Therefore, it is suggested to restrict the excessive construction of large commercial outlets.

A number of stores closed in Shanghai.

　　 online shopping The sales volume has "hit the market" to refresh the record, which is more difficult for the real business.

The research group of Shanghai CPPCC Economic Committee and the municipal business development research center have completed the "Research Report on accelerating the transformation and upgrading of Shanghai's business" (Draft). In Shanghai, the total retail sales of consumer goods reached 639 billion 389 million yuan in 1-9, an increase of 8.5% over the same period last year, down from 8.7% in the same period last year.

Physical business is facing difficulties. In 2014 1-9, the retail sales of online stores in Shanghai reached 66 billion 934 million yuan, up 21.7% from the same period last year, much higher than the growth rate of total retail sales of consumer goods. The rapid growth of online consumption has produced crowding out effect on offline consumption. In the first 9 months of this year, sales of department stores, large general supermarkets and standard supermarkets decreased by 7.1%, 3.8% and 2.9% respectively.

To add insult to injury, business costs of commercial enterprises such as rent, labor, water and electricity, logistics and so on continue to rise, and rent and labor costs are 5 times and 10 times 20 years ago, but the gross margin of commodity sales has hardly increased. The report revealed that in the first quarter of this year, the rental of Nanjing West Road shops reached 83.5 yuan per square meter, and Xujiahui was 74 yuan / day. Over the past two years, more and more commercial enterprises are facing the problem of the expiration of rental contracts and the sharp increase in rents. Many factors can easily cause large numbers of domestic and foreign enterprises to close stores.

This is followed by a sharp rise in the number of commercial real estate vacancy rates on the north and so on. In the "IT" business area called "South China Zhongguancun", the vacant shops in the Pacific Digital and 100 brain stores can be seen everywhere.

　　 Proposed regulation and control Business planning Speed up

The research group believes that Shanghai's business is facing a critical stage of transformation and upgrading. On the one hand, Shanghai must adhere to the direction of internationalization and modernization. On the other hand, we must strictly control the total amount of commercial building area, effectively control the growth of business planning, especially the excessive construction of super large and large commercial outlets.

At present, the population in Shanghai has a population of over 18-35 at the age of 8 million. The consumers after 80 and 90 have become the main consumers. The change of consumer groups will make consumers more focus on service consumption. The data also show that the consumption of various services in Shanghai has been increasing rapidly in recent years, and the average growth rate over the past 5 years is far more than that of commodity consumption. Therefore, business should no longer play a role of terminal channel only, but need to dig deeper and discover the personalized needs of consumers, provide more accurate products and services and new formats.

The group noted that Shanghai's commercial enterprises have transformed from subdivision format, expansion of categories, cross-border operations, innovation management, precision marketing, extension services and so on, and have brought forth a number of new business models and formats, such as the K11 shopping center of Huaihai Road, with the theme of art, humanities and nature, and a powerful buyer team.

At the same time, with the development of e-commerce and Internet information technology, the online and offline full channel business circulation mode is the innovation of the market mode or market mode under the new round of Internet economy, and it is the inevitable trend of the future retail industry development. At present, the interaction between online retail enterprises and traditional retail enterprises is still insufficient. Internet retailers are eager to expand the scale with traditional retailers, while traditional retailers worry that joint efforts will accelerate the recession.

The research group suggested that the commercial department of the municipal government should guide commercial enterprises to speed up the linkage with new shop sales, TV sales, telephone sales and other non store sales enterprises, and accelerate the formation of a full channel sales mode under the integration of online and offline development. At the same time, we can learn from the experience of developed countries in the control of commercial rent and reduce the cost of commercial operation by controlling the rent of shops and reducing the tax burden of shops.

　　 Market Use the fitting room to fight

In fact, there are still a lot of physical department stores to actively respond to the "double 11" period with the electricity supplier to share this feast.

According to Xinhua News Agency yesterday, recently, Beijing, Shanghai, Guangzhou and other 33 cities, Yintai business, Wangfujing department store and other 28 department stores 317 stores, announced that they will participate in the "double 11 Shopping Festival" with Tmall, and launched a large-scale O2O (online offline) integration tide.

Among them, Yintai commerce and Wangfujing department stores selected 1500 special brands of clothing, bags, perfume, jewelry and other special items in department stores, which were launched on the "double 11" day at a preferential price for consumers to buy online. As long as the customers enter the shopping mall to participate in the "double 11" activities, enter Taobao mobile phone and click on "discovery" to shake it. It can directly enter the activity page, participate in the activities of lottery, spike, and so on, and can directly use it when shopping and shopping. Coupons will be valid for at least two weeks if they are not consumed.

Insiders said that this online and offline initiative to blend is a win-win situation. Physical shopping centres are not willing to be "fitting rooms". Consumers can also choose online discount or offline coupons. Offline shopping not only keeps consumers hovering, but also increases attractiveness and increases passenger flow.

For Tmall, sharing the "double 11" with the department store can also make up for the "natural defect" of online shopping, that is, experiential consumption.