Sales Of Guangzhou's 9 Major Stores Dropped By 11% During The Spring Festival

Statistics show that the 9 largest department stores in Guangzhou spent 529 million 800 thousand yuan in the golden week of the Spring Festival, down 11.26% from the same period last year. At the same time, the news came out that the store was closing soon, and the department store industry was aging. Will this mean that the traditional department store industry will be much more difficult in 2015? Where will the traditional department store industry go? Transformation Is it an opportunity for the Jedi to fight back or is it another trap? Reporters interviewed experts in the industry, trying to analyze the puzzle.

　　 phenomenon

　　 Format innovation Against the general trend of downturn

For the golden week of Spring Festival, the sales performance of nine major department stores in Guangzhou (Guang Bai department store including new Daxin, Guangzhou friendship, Tianhe department store, Dongshan Department store, Xinguang department store, modern department store, Guangzhou Wangfujing, China general merchandise department, Haimin and another city) decreased by 11.26% compared with the same period last year.

Insiders said that in 2014, the traditional physical retail industry represented by the Department Store encountered unprecedented challenges, and the number of outlets was soaring, and its performance growth was weak. New shopping centers and electricity providers are all catching up with the entire retail market share. Many department stores reported only a slight increase in their annual performance. In the battle of the new year's goods, the electricity supplier's play is obviously more diversified, which makes traditional department stores somewhat overwhelming.

However, experts also admitted that the data should be treated rationally. In fact, Guangzhou department stores also performed well during the Spring Festival Golden Week.

For example, with the change of lifestyle, WeChat red envelopes have become a new way to celebrate the new year. Guangzhou friendship is the first to launch the "WeChat red envelopes" campaign in the industry. 30 red envelopes are giving the new year's blessings to our customers. Friendship supermarket is more active in launching WeChat payment function, so that people can avoid queuing when buying new year products. Annual sales of friendship stores increased by nearly 10% over the same period last year.

Reporters also learned that the launch of its own brand gold jewelry Dongshan Department store during the Spring Festival ushered in gold jewelry sales peak. According to Dongshan Department Store Planning Manager Dai Chong ye, from the beginning of January to the seventh day of the first month, the sales of jewellery gold in Dongshan Department Store increased by 5% compared to the same period last year. "In the afternoon of the first day, the store sold more than 10 pairs of dragon and Phoenix bracelets within one hour. Among them, the largest gold ornaments business is 8 dragon and Phoenix bracelets, priced at more than 15 yuan.

At the same time, after the Spring Festival, the industry came to the news about the closing of Baisheng Tianjin store, which made people feel more cold in department stores.

Although the department store industry is complying with the general trend of innovation and exploration, it is still difficult to block the decline of performance. "It is not that we do not work hard, but that the enemy is too fierce." A department store personage is feeling.

　　 Analysis

　　 department stores Recession is inevitable.

As for the department store's opening up in the Spring Festival consumption competition, the mainstream view is that the impact of the electricity supplier industry is too great.

In the view of Xue Shengwen, a senior researcher at CIC, there are no big differences between the commercial and retail department stores on the eve of the Spring Festival this year compared with the previous years.

But in fact, online promotions in major department stores or Shang Chao do not seem to be so successful. Most of the new year's market is still being grabbed by e-commerce platforms.

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Finance and economics and executive director of Guangdong modern professional market research institute, told reporters in Nanfang Daily that the decline in sales data during the Spring Festival in Guangzhou department stores was caused by many reasons. First of all, it is related to the structure of the permanent population in Guangzhou. A lot of people who live on weekdays are imported people. Many people choose to go home for the Spring Festival this Spring Festival. Under such a background, it is unlikely that Guangzhou's department stores will keep their original growth.

In addition, with the development of e-commerce and some emerging consumer formats, consumer spending habits are changing, and to some extent, they rush to the market of traditional department stores. "In the face of the diversion of electricity suppliers, many department stores will actively promote sales activities during holidays, but now it seems that many department stores do not think much about doing so again, and the sales promotion efforts are much worse than before."

There are also analysts who say that "old Guang" loves tourism. In recent years, the number of outbound tourists in Spring Festival has also been increasing, which has also aggravated the consumption outflow to some extent.

According to foreign media reports, China's Spring Festival holiday has triggered the Japanese consumer market. According to statistics, sales of duty-free commodities in Japanese department stores increased by 1 to 3 times during the Spring Festival, and convenience stores and supermarkets were also very hot. Affected by the depreciation of the yen, Rolex, OMEGA and other high priced watches are also selling well. In Japan's famous pearl brand MIKIMOTO Ginza store, visitors to Japan account for more than half of the total sales. According to Xinhua news agency, the number of Chinese tourists traveling abroad during the Spring Festival holiday ended in February 25th is estimated to exceed 5 million, an increase of 10% over the same period last year, and the number of outbound tourists exceeded the number of domestic tourists for the first time.

According to data from China UnionPay, the total amount of interbank transactions reached 238 billion 100 million yuan during the Spring Festival (New Year's Eve to the sixth day of 2015). The total number of transactions was 270 million pens, representing an increase of 16% and 26% respectively over the Spring Festival last year (New Year's Eve to the sixth day). The number of overseas transactions of UnionPay cards increased by nearly 50% over the same period last year.

"We should treat this matter with a common heart. The decline of the status of general merchandise in the retail industry is inevitable." Wang Xianqing said so.