The "Bitter" Days Of Declining Retail Sales Continue To Continue.

Data show that last year, the number of retail sales of hundreds of major retail enterprises in China decreased by 0.1% over the same period last year, while the growth rate dropped by 0.5 percentage points from 2014. The growth rate has declined for fourth consecutive years since 2012.

From the point of view of each category, except grain, oil and Foodstuffs retail sales increased by 3% over the same period last year,

There was a negative growth in household appliances, jewellery and jewellery. Retail sales decreased by 0.3%, 3.8% and 3.5%, respectively, but the retail sales of cosmetics increased by 1.8%. The growth rate was 1.2 percentage points higher than that of last year.

Reporters learned that since 2011, hundreds of key large-scale nationwide.

Retail sales were 22.6%, 10.8%, 8.9%, 0.4% and -0.1% respectively.

Although the growth rate of statistics has declined year after year, negative growth is the first time.

Compared with traditional retail, e-commerce growth is still growing rapidly. According to the data of China's online shopping market in 2015, the scale of Chinese online shopping market in 2015 reached 3 trillion and 800 billion yuan, an increase of 37.2% over the previous year, and still maintained a relatively high growth level.

Although traditional retail enterprises are struggling, they still can not escape the fate of declining retail sales.

Some analysts believe that the figure of 0.1% has not bottomed out, and there may still be a downward trend in the next few years.

The director and general manager of Zhong Bai group told Beijing Business Daily that the growth rate of Cereals, Oils and foodstuffs slowed down slightly, which is closely related to the rapid growth of supermarkets and fresh food in recent years. At the same time, small fresh chain stores also appeared in the past year, causing diversion to traditional large retail enterprises.

Zhao Ping, an expert member of the e-commerce Expert Advisory Committee of the Ministry of Commerce, said that 2016 was still a difficult year for traditional retailers. Under the background of no apparent change in the external economic environment, the e-commerce platform relied on O2O mode to cooperate with some competitive traditional retailers, giving most retail businesses greater pressure and accompanied by mobile.

As the penetration rate is increasing, the loyal users of the traditional retail industry also begin to contact the electric providers through mobile phones and other mobile terminals, which is a great blow to traditional retail businesses.

The decline of household appliances, jewellery and jewellery is affected by government policies and the international environment.

According to the data of the China National Business Information Center, the retail sales of household appliances in 2013 grew by 10.5% over the same period last year, the growth rate increased by 7.5 percentage points over the previous year, and the retail sales of gold and silver jewelry increased by 21.7% over the same period last year, a 9.9 percentage point increase over the previous year.

However, the retail sales of these commodities decreased by 3.8% and 3.5% respectively in the same period in 2015.

According to Wan Meiji analysis, in 2013, stimulated by the policy of going home to the countryside and the sharp fluctuation of international gold prices, the growth of household appliances and jewellery and jewellery increased rapidly.

"Household appliances themselves have five years of use and update cycle, and the downward trend of retail sales in this industry will continue for 2-3 years."