Where Is The Foothold Of The Contemporary Mall?

To a certain extent, the arrogance of I.T and the popularity of Topshop reflect the current situation and trend of traditional department stores.

In the era of Internet, all the unequal and self centred business models have no future, regardless of the online and offline industries. Only those products and business models that are able to really satisfy consumer demand can be attractive.

The reason why the department stores grow slowly is that the days in the past are too comfortable and too easy for the department stores to ignore the essence of retail and the feelings of consumers.

According to the introduction, the contemporary shopping mall is further enhancing the experience of shopping malls and increasing entertainment function, pforming to the direction of shopping centers.

The person in charge told the China Commercial Daily reporter that in September this year, the mall will open a millet smart home Museum. In October, a new movie theater will also open in the mall.

In the future, the mall will play a leading role in the offline industry, and strive to create a multi-functional service of goods + services + entertainment.

"Department stores need to break through the inherent mode of thinking and thoroughly.

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Lai Yang, secretary general and researcher of Beijing Institute of business economics, believes that the pformation of contemporary shopping mall to shopping mall is correct, which is the inevitable trend of department store development.

But at the same time, he stressed that the main reason why the pformation of department stores for so many years is not obvious is that they are still dealing with the upgrading and pformation with the inherent thinking mode of merchandise sales. This is wrong. The department store industry must thoroughly break the inherent thinking mode and look at the pformation and upgrading of enterprises from the perspective of consumers.

"Traditional department stores have no value in existence."

Lai Yang said that consumers can buy anything online and everywhere, whether they are inside or outside the country.

Under such circumstances, the traditional department store mode is meaningless.

The department store needs to completely break the thinking pattern centered on commodity sales, pform the lifestyle service to consumers, weaken the function of commodity sales, reduce the proportion of commodity retail, and increase the proportion of entertainment consumption and leisure experience, and turn the shopping mall into a new and fun entertainment life experience center.

Lai Yang said that in recent years, some department stores have come online and opened online shopping centers, but their performance is not satisfactory, mainly because of their foothold or merchandise sales, which is a wrong mode.

However, some professionals in the industry believe that

The mode still has its survival value.

The main reason for the downturn of department stores is that commodity management and supply chain integration are not well done.

Recently, the two cases seen by the China Commercial Daily reporter at the old Buddha's department store located in Xidan commercial street in Beijing seem to support the views of the industry expert.

In August 28th, it was called "star Wardrobe".

Topshop opened in Xidan, the first time that the brand opened in China.

At the scene, the China Commercial Daily reporter saw that only the Topshop was packed with people in various counters in the department store, which was sparsely populated by tourists, and there were long queues in front of the locker room and the cash register.

Topshop's clothing prices are mostly below 1000 yuan, many single products price is even only three hundred or four hundred yuan, but its style is more fashionable.

Also in the department store, the I.T brand store is offering a big discount sale.

On the ground floor, I.T's promotions occupy nearly 1/3 of the whole floor.

Before the customer enters the shopping area, the salesperson asks to seal the customer's handbag with adhesive tape. At the same time, I.T seals all the fitting rooms in the shopping area, and puts up the cover on the fitting mirror. Customers can't try on the clothes, and can't even look at the mirror.

The Chinese Commercial Daily asked the salesman the reason, and replied, "this is a discount commodity."

However, it is easy for consumers to come to the market to find that the price of these I.T products after seventy percent off is much higher than that of similar products on the Internet.