The "Cold Winter" Of Physical Commerce Has Arrived.

When online shopping becomes a part of daily life of ordinary people, the "cold winter" of physical commerce has arrived.

Department stores, supermarket stores,

Store, launched in 2015.

"Almost everywhere in all traditional commercial channels, there has been no sign of decline.

The fierce impact of e-commerce is regarded as the "culprit" of the decline of real business, but the homogenization is serious, the idea is old, and the cost of artificial rent is too high, which is the internal cause of its weak competitiveness.

Among them, clothing enterprises can not be ignored.

As the brand with the highest market share in men's clothing, YOUNGOR has closed 35 stores this year.

In the first quarter of this year, nine Mu Wang closed 26 shops.

According to data from the foresight Industry Research Institute, "market outlook and strategic planning analysis report of China's clothing retail industry for 2016-2021 years", the total number of stores in 2015 was 153, compared with 2945 in 2014.

There are 71 new retail outlets in 2016, closing 148 retail terminals.

Women's shoes industry is also facing difficulties.

Daphne, once famous for its large scale, closed its stores since last year. Daphne's announcement shows that the number of closed group stores in the fourth quarter of last year exceeded the total in the first three quarters, reaching 405, and the group closed 827 stores throughout the year.

The unaudited announcement released by Daphne in April 14th showed that 139 Direct stores and 37 franchised stores were further reduced in the first quarter of this year.

Former public shoe king had to slash down to deal with declining revenues.

Department stores, supermarkets, Chengguan stores, "the hardest hit areas"

In April, the latest statistics on major retail enterprises (supermarkets and department stores) released in 2015 showed that only 138 supermarkets and department stores were closed.

Among them, there are 48 Wanda Department stores, 5 Martha department stores, 5 Jinying business shops, 4 Tianhong stores, 3 stores in Baisheng department stores, and the new century department stores, Wangfujing, Hua Tang mall, and Novo department stores, all of which are closed in 2015.

In addition to department stores, the number of outlets in supermarkets is also very impressive.

Lianhua supermarket has 204 stores and 612 stores.

Carrefour has 17 stores and 18 stores.

There are 7 shops and 11 stores.

Metro has 4 stores and 2 stores.

Lotte Mart has 1 stores and 5 stores.

12 companies involved in supermarkets, hypermarkets and convenience stores accounted for half of the companies whose revenues declined. Net profit fell by 3/4 and net profit margins were only 0.92%.

First of all, the losses of the old enterprises continued to expand: Lianhua supermarket had a net profit of 31 million yuan in 2014, a loss of 497 million yuan in 2015, a loss of 589 million yuan in 2014, a slight decrease in 2015, and a loss of 465 million yuan in 2015.

Xinhua made a profit of 40 million yuan in 2014 and a loss of 387 million yuan in 2015.

Wuhan Zhong Bai, Jing Kelong, Sanjiang shopping and other enterprises are also facing a sharp decline in profits.

Overall, the decline in supermarkets is more than other formats. Under small profits, the profit pressure is higher than other formats due to cost.

Most enterprises are in the period of pformation and exploration, and many enterprises begin to explore in community stores, convenience stores and professional shops.

Luxury goods can hardly escape cold wave.

It is also necessary to note that luxury stores are also speeding up.

23 luxury brands, including Louis Weedon and Gucci, opened 74 stores in 2015, 58 stores and 16 stores.

Compared with 2014, the shop speed slowed down significantly (97 stores opened in 2014), down 27%, but in 2015, it closed 107% faster than in 2014 (2014 stores closed 28 in 2014).

According to the annual report on China's luxury goods market released in 2015, LV closed 6 stores and opened 2 new stores in 2015.

Coincidentally, in addition to LV, GUCCI closed 5 stores in China in 2015, and Burberry closed 2 stores, and Prada closed 4 stores.

At present, the most reliable way that department stores and businessmen have explored is to pform into shopping centers.

However, in the process of pformation, there will be various problems. No matter whether this wave of closing shop is the traditional retailing industry's self rescue or sad exit, they are telling the latecomers that they are going to have to open the shop around the investors, make the dealer's rent, and finally pass the cost to the consumer.

Traditional retail business has to improve its performance price ratio and let customers choose the store that they like.