Inspiration From European Department Stores: "Internet + Cloud Sales"

Often a brand, regardless of its origin or location, will be regarded as a high-quality high-end brand if it opens shop in Beijing SKP and shops in Hangzhou Tower.

This simple logic of derivation leads to homogenization.

Some department stores colleagues are also trying to explore new brands, but if the imported brands are too designers and consumers do not know, the sales volume is very low. If they are too high popularity and popularity, it is very similar for merchants and purchasing departments to take this ruler. For example, Shanghai Rui general merchandise is very unique, but the brand is too high and the audience is too narrow.

In recent years, not only some boutiques, such as electrical appliances, such as streets and lanes have been closed down, but also famous stores such as Beijing Baisheng department store, Hua Tang shopping center, Shanghai Pacific department store and Shanghai 100th store have been closed down one after another.

In Guangzhou, Beijing road was once the most prosperous commercial distribution center. Today, there are few people in department stores. Many famous international brands are missing.

In Hangzhou, intime department store is located in the famous Wulin Square, from one level to the top. Too quiet shopping environment makes reporters very uncomfortable.

In Changsha, Ping halls, Wangfujing, spring department stores, new Century Square and other large shopping mall around the May 1 square are also cold and clear.

Seeing department stores, the daily traffic volume is obviously reduced, and holidays are also hard to see.

Customers don't buy much, they carry fewer and fewer bags.

Look at franchised stores, clothing stores and electrical shops all over the streets.

Bosteng has shut down more than 5100 brand stores in the country in one year.

See the garage, once full of the parking lot, in addition to the weekend, the parking vehicles have been thinning; in the past, dozens of people often queued in front of the bank, but now idle hand push shopping cart pile into a piece...

According to Rui Yide, China commercial real estate research center, since last year, 38 large chain stores will be closed.

The most popular department store brands are Baisheng and Marsha, each of which is 5, followed by Ito Yang Hua Tang and 4 stores.

Beijing, Hangzhou, Qingdao, Tianjin and other cities closed shop seriously.

The survey found that in 2014, the major retail enterprises (including department stores and supermarkets) closed 201 stores, an increase of 474.29% over the previous year.

There are 23 stores and 178 stores in department stores and supermarkets.

In the past, the "one shop hard to find" commercial street was difficult to rent.

In the first half of 2015, according to the iziRetail sample survey, 60% of the department stores in the country were in a state of decline.

In fact, the grim situation encountered by the department stores is more than just the negative growth in performance on the financial statements. Many department stores lose one day each operation day, so there is a sudden decision of Wanda Group to close 45 Wanda Department stores, which is a microcosm of China's department stores facing enormous challenges.

"In the past, the increased operating costs of retail businesses could be passed.

Part of it is passed on to consumers.

Now, the price of commodities is more pparent and the cost of pferring them is much more difficult. "

Tao Heng, general manager of Beijing good neighbor chain store Limited, said, "the price hike is hindered. Some shops that have lagged behind in management have to stop shop and stop the damage, upgrade and pform them to optimize the process."

The increase in rent and labor costs is the main reason for the rise in the cost of retail businesses, and the cost of wages for employees in the first tier cities has doubled.

For the retail industry with an average profit margin of 2% to 3%, this is a challenge that cannot be avoided.

"The days of physical stores are sad, and the backward retail mode is also a big problem."

Tao said, once upon a time, supermarkets could hang out discounted posters to wait for customers to enter the door. Now we should take the initiative to attack by using two-dimensional code and other Internet means. Before, department stores could import factories into stores and engage in joint ventures, and now we need to advocate customization and specialization.

From selling goods to selling services, selling experience, sticking to the "three feet counter" to the full channel marketing, business models of businesses are becoming more open and innovative, and those enterprises that respond slowly, adapt late and have old ways will not grow up.

Faced with competition from other channels, this is not a unique phenomenon in China. In other developed countries around the world, we see that the situation of department stores is not as severe as that of Chinese counterparts.

Those excellent department stores that have been handed down for centuries, let's explore the key factors of their success, hoping to get some inspiration from them.

First is the buyer system, not the two landlord.

European department stores mostly adopt the buying system in terms of commodity mix. The buying team of department stores knows who the target Target Consumer is, who buys goods for them, what goods to buy can meet the needs of these users, thus creating a differentiation.

Comparatively speaking, most of the department stores in China do not do enough to understand the users and understand the brand and products.