Dawn Department Store Evacuated New Oriental World To Department Store Trend Is Obvious

It was once different to have their brands settled in shopping malls to find sales growth.

The ideal way to sell is because the shopping center is full of potential customers and business opportunities, but now this dream is almost at the brink of collapse.

Following the withdrawal of shopping centres from Yong Wang Department store and Shang Tai Department store, it is reported recently that Chenxi department store will be evacuated from Beijing Dongfang Xintiandi at the end of August 2015, which indicates that the trend of "going to department stores" in shopping centers is becoming more and more intense.

According to people familiar with the matter, Chenxi department store

The influence is very small for the Oriental Xintiandi, and the renting capacity and occupancy area can not be directly proportional to the final income, which is the fundamental reason for its withdrawal.

It is reported that department stores in the shopping center lease term is generally very long, and occupies a larger area, usually occupying 1 to 4 layers of 20 thousand to 30 thousand square meters of gold area, but the rent contribution is only 2 - 3 yuan / day / square meter.

If the shopping center rents these areas to multiple brands, the rental income can turn 2 to 3 times.

The reporter has learned that the department store, which is a bright spot of membership, shop and theme stores, has been an important passenger engine for shopping centers, and is also the most popular and competitive brand in Dongfang Xintiandi.

Nowadays, with the gradual improvement of shopping center's experience and social functions, its rise is no longer dependent on the brand effect of department stores. Therefore, the role of Sunday department store, which is mainly targeted at consumption, is decreasing.

It is reported that after the withdrawal of Chenxi department store, Dongxin Xintiandi plans to cut the lease area.

In fact, the shopping center abandoned far more than Sunrise Department store.

Shang Tai Department store has worked with three stores in Huarun's the Mixc, but it has all stagnated. Beijing Chaoyang Joy City has introduced Japan's Yong Wang Department store when it opened, but the cooperation between the two companies only lasted for two years. After that, Tianjin's Joy City has not been introduced into the Department store format after the assessment of all parties. The Wanda Group, which has the largest department stores and shopping centers in the whole country, began to slim down its department stores in 2014. At present, its department stores are compressed to about 1/10.

Guo Zengli, director of China shopping center industry information center, said that in addition to rent and income, the conflict between department stores and shopping centers in brand investment is also the main reason for the two breakup.

"By the restriction of brand resources, the brands of department stores and shopping centers will overlap.

Will be diverted from each other. "

Guo Zengli said.

The appearance of the department store shows that under the condition of market economy, every businessman, as the most rational economic person, takes its own interests as the starting point to solve the problem. At the same time, it also compel some department stores to reduce the cost indirectly, improve the technology, and improve their brand strength and influence.