Beijing: Chenxi Department Store Will Be Evacuated From The Eastern World In Late August

The most profitable shopping center will refuse the existence of the main store.

Nowadays, the rejection of department store has become the main trend of attracting large commercial real estate projects.

Reporters learned that the morning sun department store will be evacuated from the eastern new world at the end of August.

After large department stores generally suspend shop plans for single department stores, the main refuge in a shopping mall is the final refuge of department stores.

However, judging from the rental time, rent and passenger contribution, leaving a department store is not as good as renting a "ZARA" with an area of only 1/10 of the former and annual sales of over 100 million.

Li Jiacheng's top commercial property in the mainland, the Oriental Plaza project is a "myth" in the commercial market.

Among them, the East Xintiandi project is the most frequent rental of commercial projects in Beijing. In 2011, the first floor rent of a brand was as high as 4000 yuan / month / square meter.

In the most expensive rentals of shopping centres in mainland China, Chenxi department, which occupies a larger area, has little significance for the Oriental new world from its brand influence, passenger flow and revenue contribution.

According to a person familiar with the matter, Chenxi department store will leave at the end of August and recover the regional East Xintiandi plan for cutting lease.

Beijing Business Daily reporter visited to see, Chenxi department store mainly has fast passenger convenience store, cosmetics, women's clothing and other business items.

Reporters call Dongfang Xintiandi to understand the specific situation, but the responsible person said that it is not convenient to respond at the moment.

Chenxi department store is the first batch of department store brands that have entered the shopping mall, and has entered Beijing China World Trade Center mall, Fuli Plaza, Gemini building and so on.

At that time, Chenxi department store became the most popular and competitive brand in CBD shopping center by membership, shop, theme store and so on.

Chenxi department store also accompanied the growth of Oriental Xintiandi.

The attitude of big property is cold.

Expanding in the form of main stores may be the most suitable place for department stores to seek increment. But nowadays, refusing department stores has become the main trend of attracting large commercial real estate projects, and shopping centers "go to department stores" are becoming more and more intense.

The largest department store chain in Thailand, which is about to pull out of the Chinese market at the end of August, has worked with three stores in Huarun's the Mixc.

The Mixc also plans to replan the general store area of three stores into a composite format.

In Beijing, another product line of Huarun is about 200 thousand square meters, but there is no planning department store.

Beijing Chaoyang Joy City introduced the Yong Wang Department Store in Japan when it opened, but the two eventually failed to go, and broke up after two years of cooperation.

The new Chaoyang Joy City, which replaces the department store area, has improved significantly from passenger flow to rental income.

According to previous earnings reports, Chaoyang Joy City rent level from the initial 5.4 yuan / day / square meter doubled to 10.3 yuan / day / square meter.

It is just a lesson from the past. After that, Tianjin's Joy City has not been introduced into the department store after all the assessments.

Wanda Group, which has the largest department stores and shopping centers in the country, began to thin its department stores last year, and the area of Wanda Department store as Wanda Plaza was compressed to about 1/10.

Shijingshan Wanda Plaza, which opened in 2008, has a commercial area of about 95 thousand and 300 square meters, of which Wanda Department store area is 28 thousand and 500 square meters, accounting for nearly 30%.

Earnings against the main store

Ten years ago, the department store in the golden age was an important passenger engine for shopping centers.

Nowadays, the brand rise of shopping centers no longer depends on the brand effect of department stores, especially for the mature projects of Dongxin Xintiandi.

Guo Zengli, director of China shopping center industry information center, said that the role played by Chinese department stores and shopping centers is very similar. Most of them are property managers and are not involved in commodity management and services.

The two will sometimes encounter conflicts in brand promotion. Due to limited brand resources, there will be a certain overlap between the department store and the brand in the shopping center.

In experiential and socialized shopping centers, the role of purposeful consumer oriented department stores has dropped sharply.

Department stores can not be directly proportional to the final income in terms of renting capacity and occupying area.

Shen Xinwen, general manager of Xidan Joy City, said that the department store has a long lease in shopping centers, usually occupying 20 thousand -3 million square meters of gold area with a negative 1 to 4 floors, but the rent contribution is generally 2-3 yuan / day / square meter.

If the area is divided into brand leases, the rental income can be doubled 2-3 times.

Cai Zhiqiang, general manager of Beijing APM, said that in Hongkong, except for Tongluowan SOGO Department store, the department stores were basically extinct.

Department stores' brand service, image design and management are not in place, and the sense of experience is still very weak. The growing shopping centers no longer need department stores from traffic accessibility, format combination and marketing form.

Most shopping centers that also accept department stores will arrange them in the fringe.

Compared to department stores, it is more cost-effective to recruit sub main shops with an area of only 1000 square meters.

Beijing Business Daily reporter learned that the Xidan shopping mall ZARA store, which was rebuilt in 5 months, has been reopened recently, and the shop area has expanded from the original 1100 square meters to 1800 square meters. The sales performance of single store 1 million 50 thousand yuan per day on the opening day is the first in Asia.

Annual sales are expected to grow to 200 million -3 billion yuan, which will be even higher than that of some main department stores.