2015 Retail Business Memorabilia, Expanding Online Channels To Find A Way Out

Shopping centers play experience cards, department stores and luxury stores are closed, and retail industry seeks transformation.

　　 Poor performance, frequent outlets to expand online channels to find a way out

Data show that in the first half of this year, the main retail enterprises closed 120 in China, of which 25 were department stores and 95 were supermarkets. Poor performance and strategic structural adjustment are the main reasons for the closure of retail businesses. Under the condition of slow growth or even loss, the expansion of online channels has become one of the directions of retail transformation.

Retail giants represented by supermarket giants have tried water business, spreading competition from offline to online. The major supermarket giants have built their own products. Online retailers Platform, some also launched the mobile terminal APP. WAL-MART's wholly owned 1 shop has launched APP's "quick purchase", which has landed in three cities in Shenzhen, Guangzhou and Dongguan. Huarun has launched an e-commerce platform "e million" to push it forward. Cross-border electricity supplier The "flying cow network" of Da Yun FA is moving towards the direction of professional e-commerce platform; Yong Wang has also launched a APP offering discount sales information to its members.

Luxury brands and high-end cosmetics brands have also launched the online trial. According to media reports, Chanel Online test water, high jewellery and glasses series have achieved good sales results. In the future, we intend to continue to expand the electricity supplier market, not to exclude the sale of handbags. COACH returned to Tmall in September this year. Burberry Cartire boutiques and so on have also appeared in the electronic business platform. Besides, Estee Lauder, CLARINS and L'OREAL are all there. Tmall And other electronic business platforms set up an official flagship store, and strive to jointly develop online and offline.

　　 Experiential format as a competitive tool for traditional retail enterprises

In addition to the layout line, experiential formats have also become a powerful tool for traditional retailers to compete against competitors.

Shopping centers have increased catering, entertainment and other experience formats. Fast fashion restaurants, children's playgrounds and other shopping centers have gradually become the standard of shopping centers. Take the good Plaza as an example, on the basis of many dining, cultural, artistic, recreational and other physical examination formats, the new interpretation theatre and oceanarium also met with you recently. The shopping centres such as Wan Ling Hui, Yue Feng Plaza and sun Xintiandi have also consciously increased the proportion of experience formats, including increasing food and beverage ratio, promoting interactive activities under the line, introducing music resources and so on, so that customers can enjoy the online shopping experience that can not be touched.

Compared with shopping centers, traditional and single department store days are more difficult. At the end of October and early November, Wanda Department Store in Panyu, Guangzhou was shut down and withdrawn from the market. Instead, it will introduce brand integrated stores and experiential formats. Reducing the proportion of department stores and increasing the experience format has become a consensus in the transformation of many department stores.

There are also luxury brands and imported cosmetics brands. The price cut this year does not seem to change the decadence of luxury brands in China. Following the closure of Hongkong flagship store by Coach and TAG Heuer this year, LVMH Vuitton, the world's largest luxury group, also closed its store in Libai square in Guangzhou on November.

Industry experts believe that some luxury brands are planning to shift their focus from China. Luxury brands are also trying new sales channels and sales methods, hoping to get more and more smart Chinese consumers.

　　 Close-up: long pain is better than short pain. Wanda Department Stores begin to close 45 stores.

In early November, Guangzhou Panyu Wanda Department store closed, causing a lot of attention. According to industry sources, Wanda's department store is conducting a nationwide adjustment operation. It is reported that 45 Wanda Department stores are closing. Panyu's Wanda Department stores will be open to the introduction of brand integrated stores and experiential formats.

It is understood that the Guangdong area involved in the adjustment of Wanda Department store, including Guangzhou Zengcheng store, Guangzhou Panyu shop, Foshan store and Jiangmen store, are new stores opened last year. Industry analysts believe that Wanda helped Wanda Plaza to speed up the opening speed, but after a period of operation, it found that their performance was poor, and they could not compete with the old store.

Huang Wenjie, a well-known business expert, said that the Panyu shop tune was set 3 months ago, when management began to withdraw. He pointed out that from 2013 to the first half of 2014, Wanda Department made a round of efforts in order to improve its performance, but business indicators still failed to reach expectations, but continued to lose money, and it was difficult to turn losses in a short period of time. Judging from the big environment, since last year, the whole department store industry is descending. The setback of department stores is not the unique situation of Wanda Department stores. It is also reasonable to compress the operation area of Wanda Department store. {page_break}

　　 They said: Huang Wenjie, President of Guangdong commercial real estate investment Association

In 2015, the traditional retail industry represented by department stores and business super businesses faced three major attacks, namely, the consumer downturn, the impact of electricity suppliers and the competition of the same industry. The performance of the traditional retail industry has declined significantly. Although the retail industry is constantly trying to innovate, it is still in the exploratory stage, and there is no universally applicable transformation mode. However, the adjustment period will not be too long. After the constant innovation and accumulation of traditional retail industry, I believe that in 2016, some universally applicable transformation formats and patterns will be explored.

With the passing of 2015, the luxury industry has officially declared a golden age. In 2016, while the luxury industry is facing greater pressure, the luxury group will have more cooperation and cooperation in order to delay the decline of the market and seek more opportunities for innovation. The global luxury industry will usher in a new round of mergers and acquisitions, and may even see the phenomenon of several large luxury groups merging each other, and the industry concentration will further improve.

　　 Chronicle of events

In 1 and March 18th, Chanel announced that the price gap between the various markets in the world has been coordinated since April 8th, breaking the high cold attitude of luxury goods "rising or falling". The price of a classic Chanel 11.12 handbag dropped from 38 thousand and 200 yuan to 30 thousand yuan in the mainland of China. Compared with the European price increase, the price difference narrowed from 14 thousand and 700 yuan to 1800 yuan.

In 2 and June, Huarun e Wanjia, an important component of Huarun's transformation strategy, was formally launched. E 10000 cross-border shopping channels are also on the line. This is the first cross-border shopping platform of large-scale traditional retail platform in China, which is attached to Huarun e million.

In 3 and July, Procter & Gamble announced the sale of 43 brands including VS, Wella, Missy Buddha and perfume business to the Cody group. P & G's latest 2016 fiscal year first quarter earnings report shows that revenues declined by 12% to 16 billion 530 million US dollars. During the reporting period, sales of all business units in Procter & Gamble declined.

4, from September 1st, Huarun's chain of fashion and health chain stores "VIVO" ceased its external businesses, because of business adjustment.

5, at the beginning of November, Panyu Wanda Department stores will be relocated after a year of operation, and some of the brand integrated stores and experiential formats will be introduced in the empty area. In June and July, media reports said, "Wanda Department Stores began to close 45 stores, and Guangzhou Panyu and Zengcheng stores are among them."

In 6 and December 15th, WAL-MART launched the O2O service platform in Guangzhou, WAL-MART APP, first to become a full category O2O retailer including frozen refrigerated food in Yangcheng.