Department Stores "Shopping Center" Into A Trend To Respond To E-Commerce

The choice of "shopping center" in the face of e-commerce and physical stores

In recent years, by the multiple attacks of electricity suppliers, physical stores and shopping centers, the department store industry is in a much worse position than before.

According to the China National Business Information Center, from 1 to September this year, the number of retail sales of major retail enterprises in China dropped by 0.1 percentage points over the same period last year.

But there are people in the industry who believe that the most dangerous place may be the biggest. Then the most likely way to break through is to make shopping centers. This new light department store's entry and reception of Haizhu Xindu Hui is an example.

In fact, many department stores have tried to cooperate with e-commerce providers or build websites themselves, but from now on, the results are still relatively limited.

Hu Liping, general manager of Xinguang department store, said there are also some online cooperation in the second half of the year. But now the scale of physical chain is not enough. How to join the trend of electricity supplier change is also worth considering. At present, mainly by static braking, through the "shopping center" to enhance the strength of the store, at the same time, do some preparations for docking with the Internet, and start the "socket type" survival mode. Once the channel is online and offline, it will be able to incarnate "plug in" compatible plug.

At present, the project pformation of Xinguang department store has been carried out for about 50%.

The first wave of adjustment is basically achieved, and the second wave adjustment will start in May 2015. At that time, the adjustment of commodity and format will pay more attention to the deployment of lifestyle and life supporting services.

Fill in the blank of Haizhu south department store and build neighborhood shopping center.

Due to the lack of large shopping centers, shopping in Haizhu Southern District has many inconveniences.

In May 2013, Haizhu Xindu business, although occupied the Dongxiaonan Station line 2 Dongxiaonan Station property, but not a shot.

According to relevant sources, the Haizhu Xindu Hui has been operated by the owner's own team, and the progress of investment has been slow, and the shopping mall has not been prosperous.

Xinguang department store has a total business area of 50 thousand square meters. Haizhu merchants have Huarun Wanjia supermarket, Xingmei international cinema, new KTV, welcome restaurant, Pacific Coffee, pizza hut, Yuanke Zushi, KFC and so on, which include department stores, supermarkets, cinemas and restaurants, and children's garden.

There are 5 large urban villages in the northeast of the shopping mall. There are dozens of large flats surrounding Rome home, Nan Zhou Ming Yuan, Jin Bi garden, Poly Garden, Rui Bao garden and Nan Zhou garden. The daily average traffic volume can reach more than 80 thousand, and the potential purchasing power is very considerable.

According to the insiders, the appearance of Haizhu store in Xinguang department store has not only activated the Haizhu commercial circle but also filled the blank of the department store.

"Shinguang department store Haizhu radiation range can reach 1.5 km, over two subway stations to Panyu Luoxi plate, where the large community also has our customers."

Xin Guang Department Store responsible person said, the shopping mall positioning neighborhood shopping center, will be built into Haizhu South Street neighborhood neighborhood common multi-function hall, become the surrounding residents shopping, leisure, entertainment, gathering place.

In addition, the shopping centre continued to launch a variety of promotions for members of the Xinguang department store membership. More than 20 thousand members have been recruited during the trial.

Xinguang department store together with the group's property team in Haizhu Xindu, not only has self owned department stores, but also is responsible for shopping and business operation of shopping malls.

Why does Xin Guang Department store, which focuses on department stores, try to manage shopping centers? People familiar with the matter said that the move was related to the closure of Nanhai store in Xinguang department store.

In May of this year, the Nanhai store of Xinguang department and Nanhai Xintian land owner were divided in the future orientation and direction of development.

At that time, the opening of Nanhai store in shinguang department store had not yet been completed for two years, and the plan to achieve profit after 3 years ended without any end.

After taking the experience, Xinguang department store decided to rent the new capital of Haizhu. The lease term is 15 years. The owner of Haizhu new capital also looks at the department store brand and team operation ability of Xinguang department store.

In this way,

Not only responsible for their own department stores, but also responsible for the entire shopping mall.

Hu Liping, general manager of Xinguang department store, told reporters: "operation + rental business mode is conducive to better play the advantages of department stores and multi formats.

We have the experience of the shopping center, and the service concept and operation ability of the department store, which combines the department stores with the property management to achieve the dual driving force. It can not only play the appeal and influence of the department stores, but also bring out the management advantages and management level of the whole property management.

At present, the department stores and the rental area account for half of the total, of which 20% of the catering industry accounts for the area. The official of Xinguang department store said that the rent of the sub store can raise the whole project, and now it can basically achieve breakeven.

The development of department stores to shopping centers has become a new choice for some department stores to cope with the impact of the electricity supplier and the retail industry.

As far as Guangzhou is concerned, besides the Haizhu store of Xinguang department store, the trend of increasing catering ratio and experiential leisure service in guangbai new city and modern department store Guangming Plaza has shown this trend.

Huang Wenjie, chairman of Chu Rui commercial chairman, pointed out that the direction of the department store's shopping center is a feasible choice to deal with the impact of the electricity supplier. Because shopping center merchants are more comprehensive and experience items are more, they can drive and retain certain passenger flow, and the impact of the electricity supplier is relatively small, which is conducive to circumvent the operational risk and expand further.