"Real Estate Business" To Start The Transformation Of The Prelude To The Development Of External Department Stores Need More Ground Gas

Compared with other department stores, Wanda Department stores also have a special label -- the department store brand owned by real estate enterprises (hereinafter referred to as "real estate business"). It is understood that the predecessor of Wanda Department store was thousands of department stores, renamed in July 25, 2012. "Real estate business" takes the lead in transformation. In the industry view, with the change of the market environment, especially the impact of online consumption in the era of e-commerce, the survival environment of traditional department stores is not as good as before, but "real estate business" is more stressful because of its internal competition.

For example, Wanda Department stores are subject to the relationship between Wanda Plaza and its location, and Wanda Department stores not only consider themselves, but also take into account the Wanda Plaza. In the Wanda Plaza, a large number of catering, experience, entertainment and other formats of encirclement. Wanda Plaza is accompanied by Wanda Plaza. "I prefer to visit Wanda Plaza. Wanda's main brand Wanda Plaza basically has many restaurants and leisure places." Miss Wang, who is shopping at CBD Wanda, said, "Wanda Department Store is too small and has few brands. Those women's clothing brands on the two floor are not young and fashionable. There are only a few fashion brands Wanda Plaza."

In the eyes of the outside world, they are an important part of the strategic plan of the real estate giants. They have an incredible store opening speed and unique brand advantage. At the same time, they also have strong real estate group background to provide strong financial support. However, "real estate department stores" have many difficulties to hide, leading to a strategic adjustment in Qingdao's operation.

No matter Wanda Department, baobai department store or Ledu shopping mall that lost the island city, since the change of the autobiography Department market, it has often been reflected outside. Department store brand Relative to the vigorous popularity of local brands such as Liqun and Li guest, some people attribute it to "acclimatization". "One side of water and soil conservation, a simple copy may not be able to meet the increasingly subdivided consumption demand." "cross the river dragon" so we have to connect to the earth's atmosphere, "deep tillage" consumers, tailored, moderately introduced, constantly pleasantly surprised, and then supplemented by emotional investment, into the local cultural atmosphere, so that we can have the soil of survival. Analysis of the industry.

The evolving China in the world by Richard Ellis Retail The "pattern" report pointed out that since the beginning of February 2012, the sales growth of department stores continued to lag behind the growth rate of total retail sales of consumer goods, indicating that the importance of department stores in the whole retail terminal system is weakening. For the current situation of traditional department stores, many people are rooted in Online retailers The impact. "Indeed, online consumption has many advantages such as convenience, concession, instant and so on, but this does not mean the end of the offline market." Insiders told reporters that relying on the rise of online consumer brands to shop online experience shop, online shopping mall or alliance organizations to organize O2O exhibitions, to achieve online and offline linkage. This shows that the sense of field experience in traditional shopping malls is irreplaceable and is also one of its indelible core strengths.

Therefore, how to maximize the shopping experience of traditional shopping malls has become a key factor in its transformation and development. "Of course, this transformation is inseparable from the expansion of the net, the optimization of business models and the application of new technologies." According to industry analysis, "China's consumer market still has huge room for development. In the foreseeable future, China's retail market will remain double-digit growth. When a department store wants to get out of its current predicament, it is imperative to enhance and reshape the core competitiveness of department stores -- a good consumption experience.

Reporters found that the traditional department store has also made many responses, among which the most common is "touch net" to achieve "Online + offline" integration, through the online shopping platform to build, while meeting consumers online browsing, offline experience, online ordering of the "package" purchase behavior, consumers will be locked in a seamless sales closed loop. "But not all department stores can succeed in touching the net, and touting the net is both an act and a thinking." According to the analysis of the industry, this kind of thinking is to deeply tap the needs of the target customers, use precise positioning, selected special commodities, meticulous service and all life circle channels to access, and then adopt the scientific and technological means of advancing with the times to create "exquisite department stores", which should be the future development direction of the department stores.