Hua Tang Mall Breaks Out Shop Tide: South Orange And North Trifoliate Orange

In April 1st, the right store will be closed. This is the fourth store that Hua sugar Hua Tang has closed in Beijing in the past year. Since May 2014, Wangjing store, Beiyuan store and Xizhimen store have closed down.

"I regret to close four stores." Ito, Saegusa Fuhiro, general representative of China, said, "(like a patient) drank too many pills and could not be cured, only surgery."

Saegusa Fuhiro said frankly that Beijing Hua Tang Hua Tang has not been well adapted to the change of consumer demand in recent years, especially the decision of frequent closes in the past year has made it possible for many suppliers to continue to cooperate with Hua Tang if they are confused.

According to statistics from RET China commercial real estate research center, the number of large chain department stores in China has reached 38 stores since 2014, and this trend will continue in the future.

"If we fail to do well, we must turn it off. Many department stores are closing up these years, and the big situation has changed." In the view of Fan Yanru, Deputy Secretary General of the Chinese general merchandise business association, it is not bad for enterprises to directly recognize the mistakes in operation and make quick decisions. She believes that for Beijing Hua Tang, the location of the closed stores is far too concentrated from the other department stores in the business circle, and the services and product advantages of Japanese department stores have not been fully realized.

"China's total economic output has reached the second place in the world, but its per capita income is still around ninety in the world, so there is still great potential." Saegusa Fuhiro did not agree with the view that "shutting down shops is a retreat". He is optimistic about the Chinese market but needs to adjust.

However, as China's economic aggregate and per capita income status do not match, the positioning and image of Beijing Hua Tang Yang Hua Tang are also misplaced. "The positioning of the upper and lower grades should be the same, but the status quo is not satisfactory. At the same time, consumers have a preconceived evaluation of us and think that their grades are relatively low." In May last year, Imai Makoto, general manager of Hua sugar Yang Hua Tang commercial limited company transferred from Chengdu to Beijing, said, "actually we still have many advantages, but how to pass it out is the problem."

The same is the shopping hall in Beijing, and the performance of stores in Chengdu and Hong Kong is quite different.

Imai Makoto served as general manager of Chengdu Yang Hua Tang in Chengdu before he was transferred to Beijing in May 2014. According to the data in 2013, sales of 8 stores in Beijing were less than 2 billion 500 million yuan, less than half of 6 sales in Chengdu. According to the ranking of Beijing department store sales in 2014, the performance of the Beijing store is shrinking to 2 billion 140 million yuan again.

In the seven years since its opening in 2007, the right store has been losing money. Perhaps Beijing Hua Tang Hua Tang once hoped to stick to it for a little longer, but it would be able to turn it around. Beijing Imai Makoto compares his profit experience in Chengdu stores, and thinks that Beijing stores have reached the point where they must "operate". It is precisely because of the consideration of divestiture and loss of assets that in nearly a year, the performance of Beijing Hua Tang Hua Tang has been dragged down by 300 million yuan, and the drop of more than 10% is extremely dangerous for Hua Tang Yang Tang hall. This is precisely the case. Wangjing stores, Beiyuan shops and Xizhimen stores, which have been losing for many years, shut down rapidly in half a year.

"Many suppliers are worried about whether this trend can continue with Hua Tang. cooperation " Saegusa Fuhiro said frankly that this series of actions "quick cut the Gordian knot" triggered concern about the future development of Hua sugar hall. But for example, he said that Ito's company ranked second only to TOYOTA in Japan, and the company still has the advantage and ability to continue to develop. "Quality companies are making profits and high returns. Profitability is an objective indicator of whether the whole company is excellent." Saegusa Fuhiro thought that the profit margin index should be above 10%. "Unfortunately, we haven't made any profit for so many years."

In fact, the performance of Hua sugar hall in Beijing has been good until 2008, but its performance has been on the decline. Saegusa Fuhiro said that the positioning of Hua Tang has always been misaligned with the consumer's consumption concept. "People's values, understanding of affluence, and understanding of satisfaction are changing. How to deal with and adapt to customer changes is the most important thing. In the future, we should also consider it in our business war. He admitted that Imai Makoto was transferred from Chengdu to Beijing as general manager, just to make his physique recover and develop healthfully.

Japanese department stores Hua Tang In contrast to the poor management in Beijing, the number of tourists to Japan in recent years has increased rapidly, and in the process of closing shop promotion at the right store, it has attracted many new customers. "They are very interested in many Japanese style condiments that are completely free of price fluctuations, and sales have increased by four or five times, and sushi and triangle rice balls are in short supply. Including the electric rice cooker made in Japan, the price is not cheap but it also sells well. " This closing shop caused a shopping boom phenomenon, which surprised Imai Makoto. "So we made a deep introspection in the promotion process at the right gate, and concluded that the store's advantages were not played out at all times."