The Real "Shop Tide" May Come.

In 2016, department stores will enter the era of "spring and autumn and Warring States". Death or new life depends on the competition of resources and strength, but also depends on their own efforts of innovation and contingency. There will be some hundred stores heading for a desperate situation, and more difficulties will be encountered in the struggle. There will also be a group of industry leaders who are going strong.

"Guan Dian Chao" has been shouting for several years, but it has never really appeared in department stores.

Over the past 3 years, the total number of department stores has been reduced to less than 100. With the large number of Chinese stores and the large number of department stores, dozens of department stores have closed down. It is a correction to the radical "shop opening tide" in the past. It is the behavior of market self regulation, far from the "tide".

The real "shop tide" occurs in clothing stores, shoe stores, such as Lining, Bosideng, BELLE, and so on, hundreds of thousands of shops are closed, so as to be called "tide".

Why is the real "closing shop tide" likely to come? Because the factors causing the difficulties of department stores have not been eliminated, but have been deepened and deepened.

From the big background,

More and more severe, "eight prohibits" and "anti four winds" are getting tighter and tighter. Consumption change has never stagnated, and the prosperity index of department stores has been decreasing.

From the perspective of competitive environment, the impact of electric business has intensified, and the consumption of department stores has never ceased. The diversion of shopping centers is becoming more and more serious, and there is no relentless influence on the popularity of department stores.

In contrast, the latter is particularly lethal.

Previously,

It mainly sprang up in a second tier city, and department stores closed mainly in the second tier cities. However, under the strategy of "channel sinking", the three or four tier cities will become the home of shopping centers, while the market capacity of the three or four tier cities is weaker, and the impact resistance of department stores is not strong.

From the perspective of enterprises, the "two landlord" mode of department stores has not fundamentally changed, and the pulling effect of O2O is not obvious. The rent and labor costs are still growing rapidly, and the tax burden is still high. The way to expand sales revenue of department stores is still limited to various marketing promotions, but marketing is more about the "price war" of gorgeous packaging, though it has attracted popularity and stimulation.

But at the expense of profits, the cost is increased, and the net interest rate of many department stores is less than 1%.

What is more difficult is that the string of marketing promotion in 2015 has been "full". Where is the room for growth in the new year?

"Closing shop tides" is a bad thing and a good thing, at least it squeezes the bubble, makes the market return to reason, and for the surviving department stores, it will also release some business opportunities.

Starting from 2016, there may be more department stores going bankrupt. The real "shop closing tide" may come. Under the ebb tide, those department stores that are leased, small scale, difficult investment and no adjustment of resources are likely to go to the end. A second tier city yesterday was the three or four or the line city today or tomorrow.