When Traditional Department Stores Are Lonely, We Need To Re Understand The Origin Of Business.

One afternoon on weekends, Ms. Z, the general manager of a well-known department store in Hongqiao, sat in the atrium and sipped coffee.

This atrium is a lookout post for her because it is facing the escalator up and down the commercial building.

In the past few years, what she needed to observe and decide was that once the number of guests on weekends increased, it was necessary to organize security forces immediately.

But today, what she drinks in coffee is bitter: elevator up and down, customers in twos and threes, look at the bag rate.

"The good days of department stores are really over!" she smiled bitterly.

Located in the new world city of Nanjing Road business circle, a large scale commercial enterprise celebrating the centenary birthday is busy developing "100 day marketing" activities.

You do not see that consumers are also rich when buying mid - end products and are willing to spend money.

H&M, UNIQLO, Muji and other fast fashion, closely follow the international fashion trend, the price is hundreds of dollars.

If in traditional department stores, the same cost can "start" is also only the domestic two or three line brand.

As a result, many medium-sized shopping malls in the city are completely "disarmed", and they have been rented out to "category killers" to set up flagship stores.

You do not see that consumers are also rich in buying popular goods and are willing to spend money.

Taobao, Tmall, Jingdong, vip.com...

The most crowded commodity categories of the major e-commerce websites are clothing, shoes, hats, cosmetics, small household appliances, digital products, home textiles and other general merchandise categories. After "double 11", there are "double 12" and "chopped hands".

"High-end outflow, online shopping closure, foreign reflux, local cross flow, multiple diversion."

Since the second half of this year, Xu Jiaping has repeatedly used the "five stream phenomenon" to summarize the predicament of traditional department stores.

"The Japanese like to use some new words to extract the social hot spots of the year. This year's popular term is" pop buying "- buying toilet covers, rice cookers, health care drugs, and even Chinese tourists go back to Japan to carry rice.

As the chief executive of one of Shanghai's largest commercial enterprises, Xu Jiaping was filled with emotion.

Xu Jiaping's home in Yangzhou, in the early 80s reform and opening to the beginning of the last century, if the people of his hometown want to do great things, the first thought is to go to Shanghai to "buy".

"And now,

Some of the goods in the shopping mall are in the field, and some brands of Nanjing road Huaihailu Road, Jiading, Jinshan and Fengxian are also inferior.

In the past, shopping in the street was a synonym for buying things in department stores. Nowadays, shopping means eating, keeping fit and watching movies.

"Five flow phenomenon" is actually

A major predicament to be solved.

Xu Jiaping continued, "it is not consumers who have no money in their pockets, they do not want to spend money, but they do not spend money on us."

The same is true.

You can't see that Chinese consumers have money when they buy high-end goods, especially if they want to spend money.

Overseas tourism is becoming more and more convenient. The demand of high-end consumers for overseas brands is growing rapidly.

Today, China has become the second largest country of luxury consumption in the world. By 2025, China even hopes to surpass the United States and become the world's largest consumer of luxury goods.

In the interview with the new world city, the reporter saw that a British brand down jacket on the six floor shopping mall was being "exploded". The price of 299 yuan folded up like a pillow, and used the down zipper's own zipper.

Since the launch of the "pop buy" section, the counter has achieved an average daily turnover of 290 thousand yuan.

Xu Jiaping told reporters that the "explosion buying" did not do any advertising, nor did it adopt the traditional "full delivery" and "full hundred reduction" and other old methods.

In the ongoing "100 day marketing" campaign, the new world city held a special business meeting on the phenomenon of "explosion buying". Xu Jiaping asked all the floor store managers to concentrate their minds on finding the marketable "pop buy" products for the vast number of consumers. "This is the most important inspiration for the pformation of traditional department stores to supply side to leather."

He said.