Beijing Department Store Tao Xiaogang: The Department Store Crisis Does Not Come From The Electricity Supplier.

　　 Finding commodity attributes

The trend of consumption is shifting to online and mobile terminals. This year's most significant change in retail industry is to focus on channel construction. Tao Xiaogang believes that simply changing from the channel can not reverse the passive situation. The department store needs to cut through the core commodity management problem and find a new value commodity that allows consumers to recognize, move and accept.

The core attribute of department stores is commodity management and sales. Tao Xiaogang said that at present, most department stores have entered a spanformation misunderstanding, looking for solutions in the periphery, ignoring the core business problems. In the case of no differentiation of commodities and brands, price and convenience become the most important factors for consumers to choose which channels to shop. In Tao Xiaogang's view, it is not a cheaper business platform, which has suppressed the development of department stores and posed a great threat to the department store industry. The sense of crisis in department stores lies in the industry's disregard for its own business problems.

This year, the department store industry is under great pressure. On the one hand, influenced by relevant policies, the performance of high-end brands has declined significantly; on the other hand, the overall market environment is sluggish, and consumers' purchase tends to be rational. Tao Xiaogang said that during this period, the department stores should precipitate themselves. From the operation of goods and customers, we should re consider the retail format.

When the business is in a disadvantaged position and faced with a bad situation, the most direct idea for operators is to get rid of difficulties as soon as possible. As a result, joining the experience of catering and children with high sense of experience has become the choice of many physical stores. In Tao Xiaogang's view, this is actually a self deception behavior, using other formats to explain that department stores do not recognize their own value. If the core competitiveness can not have the ability to gather customers, it will be difficult to make efforts to turn the tide in the non core business sector.

　　 Keep business Purity

During a recent trip to the United States to investigate business projects, every participant in the group wanted to talk about his thoughts after his visit. Tao Xiaogang was the last person to speak, and when he got there, he almost finished everything he saw and heard. Tao Xiaogang said that he is good at thinking in reverse thinking, and most people like to ask for "false" when they are seeking evidence. It is precisely because of this, he said in the narrated, "I will tell you what I did not see, I did not see the domestic shopping malls often appear in the theater, dining, experience and other formats."

Compared with the commercial maturity of the United States, Tao Xiaogang believes that the business concept of Chinese commercial projects is not pure. Business people can't always blame business consumers for their immaturity. China's department stores are becoming more and more complicated, and there are many unsuitable experiences for department stores. Unlike the property structure of shopping centers, most traditional department stores have limited space and are not suitable for the spanformation of shopping centers. How can we get consumers' recognition when we lose ourselves?

stay Tao Xiao Gang It seems that the operation of department stores needs to adhere to the positioning and purity of goods. In the future, the retail competition will become more and more intense. The competition among enterprises will be able to serve their customers well in the market segments. However, the market segmentation is not narrowing the business vision. There are many foreign brands with personality and characteristics that have not yet been introduced into the Chinese market. When the main force of consumption shifts from "after 80" to "after 90" and "after 00", operators should broaden their horizons. Starting from their psychological needs and characteristics, we should grasp the direction of management.

There will be a lot of confusion in the spanformation of traditional department stores. Many years neglect the importance of consumers' purchase. In the spanition from commodity management to research consumers, enterprises sometimes have no way to start. Like the current customer big data research, many data are monitored, but they are all isolated islands of information.

　　 Restore the vitality of Wangfujing Street

In China Gold traders Street On Wangfujing street, Tao Xiaogang said, facing the weaving of tourist flow, the location of the project is actually very difficult. Although tourism groups can not be ignored, this group of customers is not stable enough. If a commercial project wants to have a steady income, the main target customers should be locked in local consumers.

However, in recent years, the brand composition of Wangfujing street is too complex, and the overall quality improvement is not obvious enough. In the case of traffic congestion and parking inconvenience, the attractiveness of local passenger flow is limited. Tao Xiaogang said, this requires the mainstream commercial projects on Wangfujing street to do their main stores well, but to maintain a consistent business atmosphere.

In the next three years, commercial projects like Wangfujing international brand center, Harbour City and Jia De Art Center will appear on Wangfujing street. In many high-end business, Wangfujing's large commercial gathering area is more intense. Tao Xiaogang said that there is no denying that the department store in Beijing will be affected. However, the project will adjust the brand and positioning early to adapt to the future changes.