Department Store'S "Corner Reflection" Where Customers Go

What's wrong with the department store's passenger flow?

After 2010, the passenger flow of domestic department stores suddenly declined, which is an indisputable fact. Especially in cities with more than three lines, there are always more salesmen than customers in department stores.

In order to solve this problem, the department stores took a promotional campaign to kill the goose that lays eggs.

For example, a gift shop in a department store in Zhengzhou can be closed throughout the year.

"No sales promotion, no passenger flow, loss of money; large scale promotional activities to attract passenger flow, calculate input output, or lose money."

This is a summary of the operation ecology of department stores in Zhengzhou in the past 4 years by the head of a department store in the 27 business circle.

So where have all the customers gone?

"The rise of electricity providers and the development of mainstreaming, make most traditional retail formats including department stores face the risk of being marginalized."

This is the view of Wan Mei, general manager of Suning supermarket.

Just like the 38 quarter of this year, Ali has built the world's largest barcode library, holding the "code on scouring Life Festival": open Taobao mobile, scan any code for any physical store or any commodity, and then jump out of the same products and quotations on the Internet.

This is a naked robbery of traditional retailers.

But in Huangfu's determination, the fundamental reason for the collective weakness of the domestic department stores is the deep bubble accumulated by the industry, and the electricity supplier is only one of the important drivers.

It says that 20 years ago, Chinese department stores were all

But today, the vast majority of domestic department stores are joint ventures.

The reason is very simple, the previous 20 years of gold development, let department stores do "two landlord" lying on the money earned.

This makes the whole industry keen on extension expansion and meticulous management, and the basic skills of "commodity procurement and operation" are seriously degraded.

The result of endless duplication is the homogenization of "store side".

Data show that by the end of 2014, the number of large department stores and shopping centers in the country had approached 4000, an increase of more than 10 times compared with 10 years ago.

In the meantime, the newly opened Oteri J, all kinds of professional shops and characteristic shops are hard to count.

And all kinds of new entity stores, "letting a hundred flowers bloom", also let department stores from the original market choice "only" into "one".

At the beginning of the "eight provisions" published by the Central Committee in 2011, the traditional retail industry quickly fell into fear: high end consumption fell, large group purchase was almost extinct, and the important weapons "prepaid card", which had been expanded in the past, fell in a straight line.

At the same time, the electricity supplier camp "Dun Dongfeng" directly to the traditional business enterprises: piercing the traditional consumer market information asymmetry window paper (price pparency), making effective use of the domestic supply chain multi-level distribution short board (to sell goods), struggling to "burn money" (pay special price), and take the lead in attracting customers, processing the consumers' right.

The suspense of price "distrust".

Thus, the ultimate goal of rewriting domestic consumption ecology and habits is completed.

Under the pressure of "double", the national department store industry in 2014 was sad.

In the early February, China

The portal website has published two pieces of data: first, in 2014, 183 of the key business enterprises surveyed in China accounted for 67% (105) of the total sales; second, the same period, the main retail enterprises in the country closed 201 stores, an increase of 474% over the previous year.

But the doom is still going on.

In March, Martha stores in England announced that they had closed 5 stores in China, and Hangzhou shopping centers collectively "bounced".

In Tianjin, Parkson, the Far East department store and the Kwan Kok estate have been closed for a month.

From this point of view, Huangfu is determined to allow the department store to rebuild the trust and value of the market.

If you want to pad the seesaw, there must be a reason for big business to attract consumers. "I have experience consumption here."