Nearly 80% Of Key Retail Businesses' Income Decline

Data show that in 2014, the total retail sales of 50 major large retail enterprises in the whole year decreased by 0.7% compared with the same period last year, and the difference between the growth rate of last year's growth rate and the previous year's growth rate was 10.2 percentage points. In the 12 months of the whole year, there was a negative growth in retail sales for the 7 months compared with the previous year, and the total number of retail sales decreased by 38 over the same period last year.

Last year, the main products of 50 major retail enterprises in China were food, clothing The retail sales of cosmetics and daily necessities increased by 1.5%, 0.9%, 2.1% and 3.6%, respectively, which were 10.3, 3.2, 7.1 and 3.9 percentage points lower than in 2013. Gold and silver jewelry Commodities were affected by the higher growth rate in 2013 and other factors. The retail sales decreased by 9.5% over the same period last year, which is 36.8 percentage points different from that in 2013. Sales of household appliances were affected by the downturn in the real estate market, and the retail sales grew by only 0.4% over the same period last year, a sharp decline of 13.6 percentage points over the 2013 growth rate.

On the one hand, the impact of strict control of public consumption still exists, and the impact of the rapid development of the Internet has not weakened. On the other hand, the negative factors such as the sustained slowdown in macroeconomic growth and the downturn in the real estate market have further increased the difficulties of sales growth of physical retail enterprises; meanwhile, the role and effect of traditional sales promotion methods in stimulating sales growth are weakening.

　　 passenger flow It is difficult to upgrade, sales continued to decline, and competitiveness declined, and so on. Large scale entity retail enterprises accelerated transformation in 2014, and in the process of transformation, there was a "closed shop tide". According to statistics, the number of stores in 50 key large retail enterprises in the whole country decreased by 11.6% compared with 2013 in 2014, a drop of 5.5 percentage points higher than that in 2013.

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It's time for an annual retail business to compete for last year's performance. According to the understanding of the communication between the author and the head of the business enterprise, although the macro economic environment is not good enough, the "three public" consumption is limited, but under the promotion of various promotions, and even the marketing without cost, most retail enterprises can turn over a sales performance record that is equal to last year.

From this point, in the cold winter of China's retail industry, in the context of Jingdong and Alibaba listing in succession, and constantly "grabbing headlines", the days of the retailers are not well-off, but they are also adequate for food and clothing. Sales figures are only a measure of a retail enterprise. Compared with sales figures, net profit can better explain the business status of an enterprise than sales figures.

Although the sales volume of some mainstream large department stores in Beijing has exceeded 10 billion yuan or even reached 20 billion yuan, the scale is the forefront of the industry, but the actual operating profit is only 100 million yuan. This means that sales of retail enterprises continue to rise, but it is more like making clothes for others. This situation is like a huge price war online travel tycoon and e-commerce giant.

The head of a large department store admits that in order to hit sales figures, commercial enterprises often pay huge manpower and financial resources. In the recent promotion of the shopping mall, the proportion of consumer coupons is as high as half. Shopping malls have a lively shopping atmosphere, but have not really achieved business breakthroughs.

Sales growth and meager profits indicate that retail businesses have yet to find a way to survive the crisis in the cold winter. Moreover, from the communication between the author and the head of the retail business, the directors of these enterprises have not yet defined the direction of the new retail normal. This kind of confusion is more influential than the industry crisis.

Even a lucrative retail business does not mean sitting back. Take a large supermarket group in China as an example, from the sales performance in 2013, the net profit of this enterprise is nearly 10%, which is a good achievement in the supermarket field. However, a closer look at the annual report reveals that most of the revenue comes from government related subsidies.

It is foreseeable that under the leadership of government departments, retail businesses will no longer rely on shopping cards or public funds to consume these door-to-door businesses. Under such a new normal, retail enterprises need to innovate rather than increase sales figures, but enhance core competitiveness.