Transformation Of Department Stores And Acceleration Of Shopping Centers

At present, department stores mainly rely on strategic cooperation with the real estate developers to carry out a small number of self built projects, customized projects or equity participation projects, so as to acquire high-quality properties at low cost. It is estimated that the proportion of property owned by department stores will increase further in the next few years.

Chu Xiuqi, President of the Department Store Association of China, said that the future shopping malls of department stores will develop in three directions: upgrading to shopping centers with multiple formats and comprehensive development; "slimming" is a department store in shopping centres, becoming one of the main stores and formats of shopping centers; and promoting the communalization of shopping centers to obtain space and time for survival and development in a second tier city.

Nanjing central shopping center creates cloud central application platform, uploads the company's goods, preferences and service information, and realizes customer to one interaction through intelligent customer service. The Wangfujing takes the lead in the Tencent. WeChat shopping And WeChat public platform, forming a partnership with WeChat payment and Alipay... Online and offline integration and linkage is becoming one of the magic weapons of transformation of traditional department stores.

" department stores The effective rule to adapt to the competition of electric business is its own business. Chu Xiuqi pointed out that in the new wave of "touches", department stores, based on their own shop network and brand advantage, can build their own electronic business platform or joint Internet companies to maximize the satisfaction of consumers' online browsing, offline experience and online ordering of "package" shopping behaviors, bringing consumers into a closed loop of sales closure, and on the other hand, they can help traditional department stores resist strong enemies and achieve overtaking in corners.

For a long time, the department store industry in China has been the main business mode of "joint operation", and the long-term dependence on "joint operation" has led to the gradual degeneration of department stores to the simple "two landlords". There is no control over the brands in the shopping malls at the ends of their merchandise entering and selling, and the first-hand information on brands and consumers is relatively weak.

The European and American department stores generally use the buying system, and earn a profit by buying the goods at a low price and selling at a high price. Most shopping malls such as Martha's department store and Hongkong lac Crawford adopt a self operated mode with a gross gross profit margin of over 40%. Experts pointed out that in department stores, self positioning capability is positioned as "characteristic plus supplement", which is an important means to build commodity differentiation and enhance brand image, and is also the core of the department store to distinguish from the shopping center. Business capability 。 As a result, in recent years, self operated businesses are regarded as a good recipe for getting rid of difficulties by many mainstream department stores in China.

According to the research of World Bank Richard, the compound annual growth rate of quality shops in major cities in China has reached 6% over the past ten years. The rising rigidity of property costs is becoming one of the internal reasons for the difficulties and competitiveness of department stores in China. In order to control the rental cost and build the foundation of sustainable and stable growth, many department stores are increasing the proportion of their own property through development or project acquisition.