Chongqing'S Traditional Department Stores Should Choose The Whole Channel Combined Retail Business.

In recent years, with the continuous development of e-commerce, people increasingly rely on online shopping, coupled with the slowdown in economic development, adding to the traditional retail industry.

The turnover and profits of the major retail businesses have declined to varying degrees. The development of the entity business has encountered "cold winter", and the department store industry has been closing shop tides constantly.

Today, the NOVO department store, once proud of its "buying and self-supporting mode", has completely withdrawn from Chongqing.

The failure of NOVO department stores in the mainland market has made many traditional stores that are trying to buy water and buy a system feel a chill.

A senior department store retailer who asked not to be named told reporters that due to the fact that there was no property of his own, in the context of the annual increase in the rents of shopping malls, for the NOVO in the shopping center, its affordability to rents was extremely limited.

Recently, Baisheng Daping store in Yuzhong District of Chongqing has expired in March. Parkson is no longer renewed. All floors are on sale, and some shelves and berths are empty.

It was once the first store of foreign department stores in Chongqing - Chongqing wan you Baisheng Plaza Co., Ltd. (Daping store), which will be closed for 20 years after serving the people of mountain city.

"Many products in Parkson are not available in other shopping malls, which has made our surrounding residents feel very proud."

Heard that next month Baisheng Daping store will be withdrawn, the surrounding residents are very sorry.

In fact, this year is not the first large department store in Chongqing.

Located in the first business district of the west, the NOVO department store in Chongqing Guanyin Bridge has an area of nearly 3500 square meters and opened in September 2013.

At the beginning of the operation, there were 40 brands, of which 1/4 were Chongqing exclusive brands.

Despite this, it is difficult for us to finish the job in February 25th.

So far, the NOVO department store which officially landed on the Chongqing market in 2011 has completely withdrawn.

The real business suffered serious impact from the electricity supplier, resulting in poor management and declining performance, and the physical retail industry is "going through the winter".

In the face of difficulties, some experts here say, "embracing the Internet to seek industrial upgrading", the entity retail business can reverse the situation and seek survival in the "closing shop tide".

In February 26th, the reporter came to the Parkson shop in Daping, Chongqing, where no notice of closing the shop was posted inside and outside the store, but all the floors in the shopping center were on sale, and some of the brand counters were vacant.

"This store is going to be closed, and the discount is very fierce. Look at my clothes, which cost 1000 yuan more than the original price, only 200 yuan after discount. It's very cost-effective!" a lady with several shopping bags in her hand showed her "booty" to her newly arrived companion.

A staff member in the store told reporters, "now all the stores are doing promotional activities, closing 31 next month."

Reporter survey also found that many of the retail giants have faced declining performance, difficult to maintain business, and had to close some of the embarrassment of stores.

According to wind information statistics, in 2015, 15 of the 26 general merchandise retail listed companies that had announced three quarterly or three quarterly bulletin fell in the first three quarters of the year, accounting for nearly 60%.

According to union business statistics, in the first half of 2015, in the 101 retail department stores, 42 retail businesses had negative growth, almost 1/2.

What caused the physical retail industry to lose "Mai Shi"? "The physical store is too expensive. Every time we try the size and style of the store, we take pictures of the products or record the number of goods, and then go online to find them."

Miss Zhang, who tries shoes at Baisheng Daping store, said, "there is almost no difference between online stuff and physical store, but it is much cheaper."

Reporters learned that Miss Zhang is not the only one who thinks this way. Among them, more than 20 year old young people are the main ones.

Li Jing, a Chongqing citizen who has been engaged in marketing for a long time, said that with the development of the electricity supplier, most young people are just trying it out in the physical store. If there are no discount promotions, there are not many people buying on the spot.

"The decline in performance is the main reason for the successive closure of the physical retail industry."

Liu Xian, a researcher at the Chongqing Academy of Social Sciences, said that many retail businesses in Chongqing have expired in recent years, but a large number of stores are in a state of loss. It is almost impossible to continue to rent, so closing shop stops is a relatively wise choice for them.

For the reason why physical retail is difficult to make, Chen Dawei, senior consultant of F600 venture network, said: from the macro environment, the level of domestic consumption is decreasing, terminal consumption demand is weak, the economy has entered the deepwater area of reform, and China's economic growth has slowed down. From the vertical aspect of the industry, the traditional retail industry is greatly affected by the electricity supplier. Especially now, it is very difficult for large and medium-sized retailers to use traditional marketing methods to obtain consumers. From the perspective of cost, domestic CPI continues to rise and people's living costs increase, leading to continuous growth in the fixed costs of human costs and rents.

There are also retail workers to account for reporters, opening a 10 thousand square meters of stores need tens of thousands of dollars in cost, plus labor and rents increased year by year, the daily sales volume of the store needs to reach about 300000 yuan to guarantee the capital.

"This is difficult to achieve in today's serious homogenization of commodities, plus

The impact on some retail stores that are not characteristic is even worse.

The pformation of reform is imminent. "The future direction of development must be the retail of all channels. E-commerce has its advantages and disadvantages. Traditional retail has its advantages and disadvantages."

It must be the trend of the future, and the retail convergence of all channels, especially in China, is bound to happen.

The original 1 shop CTO Han Jun believes that in many channels, the entity retail business and e-commerce will be combined to complement each other.

Facing the new business development trend, Parkson said that Parkson will take the lead in opening up retail formats and network optimization, increasing product and service types and strengthening cross platform customer interaction to solve the current dilemma.

NOVO group insiders told reporters that the electricity supplier is a trend, but it will never replace the physical stores. The advantage of the electricity supplier lies in the price war. But the experiential advantage of the physical stores is that the electricity providers can not replace them.

For NOVO department store, the electricity supplier will not be a main body, but a platform that serves the physical store.

"To this day, there are still a lot of traditional department store owners who are wondering: Why did they go away so soon? They are still attributed to external factors such as bad economic environment and electric shock."

Li Yunyang, Secretary General of Chongqing Retailers Association, admitted that the core reason is that the department stores themselves have not done well enough, and have not met the needs of users quickly, and have not kept pace with the market changes.

"Marriage business, push

Mode, improve the proportion of self run...

Nowadays, more and more department stores are also aware of the urgency of pformation.

Just when a lot of department stores started to "save themselves" from many aspects, they suddenly discovered that they did not know where to start.

Li Yunyang said that with the change of market environment, the days of business department with simple operation, serious homogenization and poor consumption experience will be increasingly sad.

Huang Guoxiong, a professor and doctoral tutor of Renmin University of China, believes that the development of retailing should focus on the use of the Internet and the rational use of traditional shopping centers.

The concept of crisis should be established in the development of Commerce and retailing industry in China.

"E-commerce has both the" Internet + "problem and the" + Internet "problem. Supermarkets can connect to the Internet, department stores and the Internet.

Huang Guoxiong said that the Internet is a means and a technological innovation, but it can not take the place of the role of the real economy.

The existence of self-employed, department stores and shopping centers needs attention.

Under the new normal economic development, the development of retailing should emphasize "Internet +", platform building, service quality and entity development. At the same time, we must pay attention to pluralism and internationalization.