The Market Has Been Sluggish. Changsha'S Traditional Department Stores Have Been Abandoned.

Department stores are the first to bear the brunt.

According to incomplete statistics, 14 large department stores have been closed this year.

But perhaps the most unpleasant situation in the gloom is forcing Changsha's department stores to act frequently and adjust the scope of the move so that other formats can not be seen.

Activities

The market has been sluggish.

"

Department store is really killing me! "Miss Lee, a shopping Mademoiselle, discovered that WeChat, a department store that she was concerned about, had recently launched promotional activities in November.

"Full 99 yuan minus 60 yuan, the full amount to send iPhone", the Tongcheng Commercial Plaza Lushan shop celebrates the biggest discount in the whole year, if plus integral, full gift, the lowest discount is equivalent to 76% off.

The celebration activities of Ping Hun hall lasted for three weeks, and the discount was as low as "200 yuan minus 100 yuan" and five times.

In order to celebrate the 10th anniversary shops, Wangfujing has sold the subway car advertisements, not only with a discount of "122 yuan to send 122 yuan", but also for the first time to rent four buses, and deliver consumers from four directions.

Meanwhile, the international stores such as friendship store, Mead, Versace, Ferragamo and so on also rarely put down their figures.

"There will be no customers without discount, but they are too hard to earn."

The head of a department store said helplessly.

Insiders said that in the first 10 months of this year, the market of the department store in Changsha has been sluggish, and we have been driven to the top of the mountain, hoping to make a beautiful comeback in the last two months of the year.

Behind the sales promotion of "celebrate the old days" is the sharp decline in the revenue and profit margins of many department stores in Changsha in the first half of the year.

"The slowdown in China's economy and the rising electricity supplier channels are the reasons for the continued downturn in the market."

Cui Xiangdong, vice president of friend group, seems to have entered the adjustment period of traditional department stores in Changsha.

Adjustment

Go to department stores and enhance sense of experience.

Yesterday, Miss Wang in the Yuanjialing friendship store found that the 5 floor opened a new supermarket called "green home Xin".

Although the business area is only a few hundred square meters, the commodities include imported food, imported milk powder, imported fruit, grains and grains, refrigerated refrigeration, high-end washing and so on, especially the fresh fruits imported from different countries.

"Green home Xin imported fine supermarket is the first small supermarket of imported food of the whole group. Now try the water. If the market reaction is good and the consumer needs, it will open up a larger import supermarket", Hu Zijing, chairman of the group, said at the opening ceremony.

In fact, from the name of the supermarket to the low key business in November 15th, this small import boutique supermarket reflects the direction of the adjustment and pformation of traditional department stores: enhancing the sense of experience and personalization.

"This adjustment is not simply a return of the supermarket format."

Cui Xiangdong said that the import boutique supermarket is in line with the friendship store's overall positioning. The purpose is to enhance consumers' sense of experience and extend their stay in stores.

Since the beginning of this year, "adjustment" has become the norm of major department stores in Changsha, and has constantly increased food, entertainment, leisure and children's formats.

The operation mode of pure department stores is being thrown away by the adjustment of the industry, though slow, but the "Metamorphosis" has been on the stage.

Apollo Plaza continues to "add meals", Starbucks, ROTY princess, fruit baby, fresh taro fairy and other light food and beverage interspersed among them; the Hongxing store of Tongcheng Commercial Plaza has completed the biggest adjustment and upgrading in the past five years, and introduced the Pizza Hut and other entertainment and entertainment formats; the Wangfujing department store has realized free wireless network coverage from 2 to 9 floors, and the BBK Plaza Changsha store has begun to lend free charging service.

"Consumers are not shopping simply to buy, but also to play and experience.

Yin Yuanyuan, a professor at Hunan University of Commerce, believes that for highly standardized products, such as mobile phones and household appliances, there will be no need for specialty stores or supermarkets in the future.

Because there is no difference in where to buy, as long as it is genuine goods, consumers choose a cheap, can be mailed on the line; only those who have to experience, touch and feel the goods and services will lead consumers to the physical store.

Trend

grafting

As a retail industry, no matter how to adjust, goods and services are the eternal theme.

The main competitiveness of the market is to provide a high price ratio and meet the needs of the consumer.

In November 22nd, the seventh "fuxingxingcheng" shopping and consumption festival will be launched in the southern city of A Oteri J. This is also the first time that consumer festivals have been launched in non city centers.

"The whole retail market has a stagflation compared with the previous years."

Some comprehensive department stores have only one digit growth in their performance, and some even have negative growth.

But "brand discount" shopping park friend A Oteri J still maintained a year-on-year growth of more than 20%, "last year sales of 700 million yuan, this year is expected to reach 900 million to 1 billion yuan."

Not only is A Oteri J, but in November 18th, Wangfujing department store also built up 7 floors of nearly 2000 square meters of oorlies on the basis of the original 9 floor outlets.

As low as 70 percent off, brand discount is exciting.

Tongcheng department store is also preparing to open a new orlis shopping mall next year on Wan Jia Li Road, covering an area of tens of thousands of square meters.

In addition, the "joint operation" mode, which lasted for many years, was blamed for the 15% to 30% buckles due to the high commodity prices in the shopping malls.

Some businesses are already exploring the self run mode, and set up a self operated project group. They hope to directly represent the brand through the self operated mode, reduce the intermediate links and reduce the commodity prices.