Department Stores Have Been Running Gloomy And Must Understand Consumers.

Walking on the Huaihai Road on the bustling commercial street in Shanghai, you can see that there are long queues at the entrance of Harbin food such "time-honored" food stores, and in the nearby iapm shopping center there is also a crowd of people.

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We pay great attention to food and entertainment. We only have a very poor business in department stores. Our employees are very busy because they keep writing reports and meetings to discuss how to improve their performance and analyze the reasons for their decline.

Zhang Yong, who worked in the department store for more than 10 years, said wearily.

Reporters recently learned from many surveys and interviews, and learned that under the impact of high cost and electric business, the department stores' performance has suffered a lot of "Waterloo". Consumers now pay more attention to the shopping mall with experience, or simply "small and beautiful" convenience business.

It is difficult for the department store to pform itself, such as the area, the lease term, the bottleneck of pformation, and so on.

However, the difficulty of controlling joint points and pricing power makes the department store have no price advantage.

According to RET Rui Yide, a professional service provider of commercial real estate in China, more than half of the department stores last year closed more quickly than stores, and Wanda Department stores closed 56 stores in 2015.

And "add insult to injury" is that the department store closing tide has arrived. The partners brand has adjusted its sales channels for various reasons. Many brands including LV, such as "big family", are now big contraction strategies, which makes it harder for general merchandise merchants to invest.

According to Nielsen retail property report in 2015, consumers are still the most powerful consumers after 80 and 70, but the frequency of shopping is relatively low, especially after the 1980s.

This group of people pays great attention to experiential consumption, especially the "accompanying consumption format". 40% of consumers will spend other consumption in the process of children's play or training, and the consumption of food and supermarket is the two most important form of consumption.

In addition, the main consumer in the past few years on the exhibition cost continued to rise, in 2015, the per capita annual cost will reach 841 yuan.

In short, entertainment experience, catering and other formats are opposite.

It's very important.

Unfortunately, this is precisely the lack of department stores.

In the interview, the reporter learned that, with the above-mentioned reports, cinema, catering and children's experience formats are the main force to drive the real business nowadays. However, the department stores usually only sell clothes, homes, cosmetics, etc., and hardly involve cinemas, restaurants and children's amusement.

This causes consumers to have a different impression of department stores and shopping malls.

"Nielsen retail property industry report 2015" pointed out that most consumers believe that shopping centers, besides shopping, also have various forms of catering, entertainment, and so on, which can satisfy one-stop leisure needs, while department stores simply shop and have few or few other formats. Shopping centers have large cards and relatively high grades, while there are many unknown brands in department stores, and few brands are chosen, and counters are gathered, feeling crowded and messy.

With all kinds of rising costs and the impact of electricity suppliers, it is hard for physical retailers to put pressure on them.

For example, Parkson Retail Group Ltd's 2015 annual performance report shows that in 2015, its sales volume was 18 billion 99 million 800 thousand yuan, down 6.9% from the same period last year; sales in the same store decreased by 8%; total operating income was 4 billion 739 million yuan, down 5.5% compared with the same period last year; gross margin of goods was 16.8%, decreased by 0.7%; in 2015, the operating loss was 94 million 500 thousand yuan, and the overall loss was as high as 183 million yuan, a decrease of 174.3%% compared with the same period last year.

Xinhua's 2015 annual performance bulletin showed that in 2015, the company achieved a total revenue of 6 billion 487 million 710 thousand yuan, down 7.56% from the same period last year, and net profit loss of 387 million yuan, a 1155.70% decline over the same period last year.

The announcement just released shows that net profit in the second half of 2015 is only HK $59 million 810 thousand, up 70.96% compared with the same period last year.

In the first half of 2015, the main retail enterprises (including department stores and supermarkets) closed a total of 120 stores in the country in the first half of 2015.

Department stores closed 25, of which 10 were Wanda Department stores, 5 were Marsha's department stores, 3 were closed by Tianhong mall, 2 were closed by golden eagle, and 1 were from far east department store, sunshine department store, Baisheng department store, halls shopping mall, and Jinle department store.

RET Rui Yide statistics show that in May 2015, Parkson quit Baoding, November 2015, Parkson Zhengzhou the Mixc shop.

Prior to that, Parkson has closed 5 stores in Ji'nan, Changzhou, Beijing and Tianjin.

Tianhong mall closed 5 stores in half a year, and Wanda reached 56 stores in 2015.

The department stores are working hard to stop their losses. In the spring of Paris, the new giant slide of Pujian Road store in Shanghai is just to drive people's flow. Zheng Yutong sold 33 billion 900 million new world's 2 items and sold 33 billion 900 million yuan to Hengda in one month last year, and Changzhou Maoye general store simply changed to Ortles.

In all ways, closing shop is the most direct and widely adopted way, especially last year.

According to the statistics of department stores in the first half of 2015, apart from the opening of 3 new stores in Wanda in the first half of the year, other department stores opened only one store, including Tianhong, Maoming, Yintai department store, Ginza mall, Denis and New Mart 6 Chinese department store brands, and 5 foreign department stores brands such as Paris spring department store, big pill department store, American Messi department store, Xinguang Tiandi and Baisheng department store.

From the point of view of the customs store, there are 6 foreign-funded department stores, including Tianjin Jin Le Hui, Tianjin Far East department store, Tianjin Baisheng department store, Beijing Hua Tang shopping mall, Wuhan NOVO department store and Marsha general merchandise department.

In the past two years, department stores have been normal, and foreign department stores have been closed down in China stores, or even completely withdraw from the Chinese market, and become one of the trend of department stores.