A Better Department Store Is A Fitting Room.

Customers do not buy, department stores are only crazy discount.

In many department stores we visited, every floor and all kinds of goods displayed large discount signboards.

"Discount is not a good phenomenon, but it is a kind of anxiety."

Wang Liuhe said.

Anniversary or regular discount is normal, 30 percent off 20 percent off is normal, but now "less than half off consumers will not come."

A poor department store may not even have a chance in the fitting room.

"Before 10 people came to visit, 9 people tried, 6 people bought.

Now 10 people, 8 of them try clothes, only 5 will buy. "

A salesperson who worked for 3 years in Eland said.

Last month, she made 350 thousand, and only 310 thousand this year.

When Eland saw that the sale of this department store was declining, the number of goods sent to them was less and less.

"Now business is not done well before. I had no time before. Now I am very busy."

She said.

Not only did the brands sell less goods to the department stores, some of them even withdrew from the department stores.

Ms. Zhou, a jewelry saleswoman for eight years, is the "middleman" between the brand and the department store. She is mainly responsible for checking the sales volume of the brand in department stores and distributing the goods as required.

"Last year, we withdrew from the friendship mall and the eight hundred friends. Before doing activities, they could sell 2 and 30 thousand a day, and now there are no 1."

Ms. Zhou said.

And her brand also decided to set up another path, and began to cooperate with the CDFG exemption group to do wholesale duty free shops.

Businessmen who sell shoes in department stores are also facing the same situation.

The New Arrival on the first floor of Huijin is an American brand. We walked into the store around 5 p.m. on Sunday afternoon. "I haven't sold a pair of them yet."

The salesperson said.

She has been here for 3 months, and the performance target of her company has changed from 70 thousand to 50 thousand, because she can only accomplish 3 days' target at 7 days in a week.

More is helpless, "half of the people are to try shoes, I ran before and after taking care of the guests tried 5 or 6 pairs of shoes, and finally the guests said," I let my friends from the United States, the United States cheap. "

Ms. Zhang, who sells sweaters on the two floor of the six hundred department store, told us that "before the shopping malls, the maximum is 99 minus 60, and it has been reduced by 70 from 99 the year before."

Ms. Zhang has worked in 6 for six hundred years. In recent years, her sales have dropped by 15% every year. "Not only are we," she said. "When I chat with other salesmen, I often hear people say, 'today's skylight again."

But the six hundred department store is relatively lucky. Its audience is middle-aged and elderly people. These people prefer to visit the department store, but the Pacific department store, which is close to six hundred, is not so optimistic.

Ms. Zhang's sweater shop is just six hundred on the side of the aisle leading to the Pacific, and the first shop across the corridor is Teenie Weenie.

Last year, when the Pacific anniversary was held, Teenie Weenie was 12% off, with a full 188 reduction of 100. "Last year they had more people, queuing up to come to us, and a temporary cashier was added. This year, we can't see anyone at all."

She said.

To see the decline of the Pacific, in order to attract people, last year, the 7 and 8 floors of the original seller's electricity were converted into restaurants, and the first floor of Tianshan Road Huijin was also filled with 10 restaurants.

The first floor feels bad for us. The decoration is obsolete and still repressed.

Perhaps at noon, we ordered a double fry in little Yang Shengjian. In the few minutes after checking out, we had 7 or 8 individuals in the back row.

Little Yang Shengjian's waiter said, "on weekends, when business is good, you can sell 7000-9000 yuan a day."

If the average price of small Yang Shengjian is 20 yuan per person, the estimated daily traffic volume will be around 400 people.

And the first floor cosmetics and footwear situation is not so optimistic, "shopping malls can only pick up about 100 when business is good."

The cashier on the first floor said.

Cinema is another way to attract people.

"We have 3 rooms in the cinema, each holding about 70 people. When business is good, it can basically be full."

The ticket inspector of Huijin cinema told us.

We can see from the timetable of the movie that there are 17 movies in every day and 70 people in each hall. The number of people on the weekend is around 940.

Restaurants and movie theaters look like department stores.

Most of the places, however, can these people help department stores increase sales? We randomly asked 25 individuals who came out of the cinema. They said they would leave directly after the movie, and the only answer was from a family. They would not leave immediately, but they would go to a restaurant on the first floor.

We also observed the direct elevator on the first floor for half an hour, and found that customers basically went directly to the cinema on the six floor, and there were few people on other floors.

In that case, why does a department store still want to open a restaurant and introduce a movie theater? "If there are 100 guests every day in the restaurant and 10 to the store, there may be sales.

If there are no restaurants, there may be no 10 guests. "

Secretary General Wang Liuhe said.

To make matters worse, even a somewhat lifesaving restaurant or movie theater business is not as good as it used to be.

"In the past few months, 3 or 4 restaurants have been removed, and the new business has been shut down and new businesses have been introduced."

On the first floor, the sanitation worker said.

He used to be very busy when he was 6 or 7, but not now.

He pointed to the neat chairs stacked at the door of the 70 bar after dinner. He said to us, "all these chairs will be put out for the waiting guests, and now they will not be taken out."

From the perspective of shopping malls, the introduction of food and beverage is actually a losing proposition.

If you sell a dress of 100 yuan, the merchant may assign 30 yuan to the department store. The good one may be 50 yuan, while the restaurant usually only contributes 8-10 yuan.

Not only the rent is low, but the restaurant usually takes 7-8 years to recover the cost, so they are still long tenants.

Taking account of these factors, Huijin did not crazily expand the number of restaurants. "Low margin items contribute to zero for us, and we spend a lot of money."

Deputy general Zhang Jianfang said.

It seems that most of the changes done by department stores fail to solve the core problem. Why do people not like shopping in department stores, even if there are discounts, restaurants, cinemas, or no one wants to come? Is it that people don't like to go out? It's not that they are just changing places -- shopping centers.

The biggest difference between shopping centers and department stores is that department stores require you to go to the cashier's checkout, and you can check out directly in the brand store.

What is more intuitive is that the department stores force you to walk around the floor to get up and down the elevator. There are elevators everywhere in shopping centers such as Shanghai iapm trading square.

Usually you are

On the first floor, we know that girls sell on the two floor and sell on the third floor.

The shopping center is a mixed array of experiential consumption.

Next to the clothing store may be chocolate shops, restaurants, catering, leisure and even account for 50%, while department stores are just the opposite, 70% or even 80% are shopping, the rest is dining.

"The department stores have solved the problem of shopping, and the shopping center has solved social problems."

Soza, consultant director of RET, told the curiosity daily.

We have already passed the era without clothes, many people even have the classic brands of different brands, so we prefer to choose shopping centers to choose and experience.

Eland department store salesperson also told us, "Eland has more than 2 times the volume and sales volume of people in shopping centers."