Analysis Of The "New Normal" Of Retail Industry In 2014

As China's demographic dividend has gradually reached its peak, the growth rate of the physical retail industry has increased from a brutal growth of more than 20% years ten years ago to a rational growth of less than 10% a year, which has become the "new normal" of the domestic retail industry.

Under such a "new normal", how does the entity retail industry identify the direction of the industry and constantly prompt its competitive advantage in the industry?

A glimpse of the whole retail industry is based on the whole picture of the retail industry in Ji'nan.

1 foreign retailers continue to fail.

In Ji'nan, foreign retailers are becoming more and more powerful.

Over the past few years, Yi Shi Dan, lotus flower and other foreign department stores have been delighted and disappointed.

Of course, the attack and defense swap between domestic and foreign retailers has become an industry trend, which is particularly evident in Ji'nan.

This year's May Day holiday is supposed to be a good day for Ji'nan's Parkson 2nd anniversary celebration, but it has no choice but to declare it closed.

Although Parkson is the largest department store in Malaysia, its entry into Ji'nan for two years has not been very hot. The first line of "down and out" brand and the second tier brand are hard to piece together. The absence of the representative complex such as entertainment and children's amusement park makes it a mere "pseudo complex" commercial gathering place with obvious lack of popularity.

Shopping environment and shopping experience, department store enterprises choose to have shopping, leisure, entertainment, catering and other multi-functional shopping centers in the direction of development.

"Department stores, on the basis of existing ones, gradually enhance leisure entertainment and experience consumption, and increase leisure facilities such as cinemas, amusements, restaurants, etc., so that consumers can enjoy a pleasant experience after entering the market. This is a long-term plan to actively respond to the impact of electricity suppliers and the macro environment, and to reverse the downward trend of profits."

Analysis of the industry.

This year's Zhenhua commercial building is a big move.

First, introduce fast fashion brands like Muji, UNIQLO, and constantly move closer to young people.

In addition, take out more than 6000 square meters, six or seven, eight floors of commercial area, prepare for catering, introduce the theme restaurant.

Children's entertainment experience field is the next step for Zhenhua to do. In addition, regular cultural exhibitions will be held to gather popularity.

The old department stores are coming closer to the shopping mall.

The Wanda Plaza, which is adjacent to Zhenhua commercial building, will also further expand its shopping mall this year.

In August, the five floor of Wanda Plaza and the six floor fitness area opened, so the proportion of catering business in the shopping malls increased.

In fact, Zhenhua and Wanda are close enough. If the two big blocks can form mutual complementarity after pformation, they will form a larger commercial complex.

In short, they are attracting customers through food and entertainment, thus bringing shopping customers. The whole format has become a major trend of consumption.

3 children's theme mall is ready to come out.

In recent years, children's formats are becoming traditional.

The new "drainage households" of department stores and many commercial complexes in Ji'nan are also increasing the proportion of children's formats.

Statistics show that the "two child" release is expected to add 7 million 500 thousand new babies in 5 years, which will boost trillions of market consumption in 2015~2019 years.

As a result, specialized children's theme mall is also ready to move in Ji'nan.

Zijin Mountain children's city is one of them.

Its total area is about 150 thousand square meters, with a total investment of about 1 billion yuan. With the guidance of "children's merchandise trade, children's entertainment consumption and children's quality education", it is expected to open at the end of this year with the support of "wholesale of children's products, large life supermarkets, special theme restaurants, movie theaters and anime".

After the Parkson retreat, Tai Fu square will also be pformed into a children's theme mall. The time sea experience Plaza from Hongkong is 50 thousand square meters in size. It is a one-stop children's experience square covering 40000 kinds of products, including pregnant and infant products, supporting services, children's education, professional experience, parent child farms, etc.

4 the convenience store layout continues to expand.

This year, retailers, including Carrefour, Metro, and RT mart, have launched a new competition for convenience stores across the country.

Insiders say that the market format of supermarkets has not met the needs of supermarket chains, and the "small and beautiful" convenience store market has become another direction of retailers' super pformation.

The convenience stores of these foreign retail giants have not yet rolled out, but

In less than a year, hundreds of convenience stores were opened.

In March this year, Ji'nan Hualian Group began to set foot in the convenience store market and launched the "Hualian fresh super" project, which was used as the focus of the group's development and the new growth point in the future.

By the beginning of November, Hualian had successfully opened 8 branches.

More than 10 stores are expected to open in the year.

Not just local

In the convenience store industry, two foreign brands entered the industry in 2014.

In April, the 001 stores opened near the new life home of the hi tech Zone. In the following half a year, the number of convenience stores expanded rapidly to more than 30 stores.

More than half a year since its opening, hey Inn has been increasing the number of stores. It has opened more than 30 stores in the provincial capital, and has completed the 2014 opening of SF in Ji'nan district.

5 line offline acceleration integration

2014 is recognized as the traditional retail industry O2O (Online To Offline), the year of online to offline.

According to the survey conducted by the top 100 Chinese chain store associations in 2014, 36 of the 50 major department stores have launched online retail businesses, mostly self built platforms.

Online and offline shopping experience fusion strategy is becoming the next strategic adjustment direction.

In Ji'nan, many business entities have their own online shopping centers, and the momentum of online shopping is also growing.

For example, since last year, Hualian has launched the "online pre-sale" campaign in the city with its own online shopping platform, Hualian easy shopping network. Online shopping vouchers and offline consumption, this year's shoppers are making full use of online shopping platforms to attract consumers.

Many business super companies have begun to attract popularity through online shopping malls, WeChat, micro-blog and so on, and all channel sales have almost become "standard".