With The Impact Of The Electricity Supplier, How Did It Do?

Two years ago, a comeback.

It occupies about 300000 square meters and occupies 500 square shops in Beijing Xidan business circle. It is only next to Paris flagship store in Lafayette department.

along with

The pace of economic reform is accelerating, and the emergence of various chain supermarkets and large commercial complexes, especially

The rapid rise of traditional department stores, especially high-end department stores, is getting worse.

So how did the old lord Fook department store, which was originally "French, interesting, fashionable and close to the people"?

Embarrassment of positioning embarrassment

In the department store, the price range is large, ranging from 100 yuan to 10000 yuan.

In October 2013, the old Buddha's department store seized Beijing's Xidan business circle, covering an area of about 300000 square meters, with 500 shops in the middle of the shop, which was second only to the flagship store of Paris.

When it comes to more than two years of old China's department stores, the first impression of people is still high-end fashion, which is prohibitive.

PaulBurke, chief executive of Lafayette department store, said in an interview that there were misunderstandings about old Buddha's department store.

At present, the location of Lafayette department store is "French, interesting, fashionable and close to the people", not a luxury store, but actually a people's department store.

When visiting old Buddha's department store, we found that the price range was larger from 100 yuan to more than ten thousand yuan in the old Buddha's department store.

From luxury brand YSL to light luxury brand MAJE and SANDRO, domestic designer brand Chictopia, MashaMa and fast fashion brand TOPSHOP are available.

But judging from the proportion of clothing brands, the price of light luxury brands and independent designer brands is mostly between 2000 yuan and 4000 yuan.

Judging from the current level of consumption in China, the prices of the goods of the Department are hardly accessible to the people.

And the original lightweight luxury brands such as SANDRO and MAJE, which are only bought in the Department of Lafayette, are now seen everywhere in Sanlitun, Beijing.

It is understood that at present, the traffic volume of department stores is much different from that of other shops of the same brand in Xidan commercial street, which is less than 1/5 of Xidan Yuecheng store.

This has nothing to do with the location of the department store. When it comes to the people, the price of Xidan Yue Yue city is more advantageous and its format is more abundant. So does the Xidan people's happy brand, which is the people's brand of Lord's department store.

Speaking of high-end and fashion, Financial Street shopping center, which belongs to the Xidan business circle, is also located in the town of Lafayette. The same buying system is superior to that of the old luxury Buddha brand from the big brand to the light luxury brand.

It is learned that Lord Buddha's department store has been seeking breakthroughs and wants to win audiences through brand characteristics.

At the end of last year, Lafayette department store also introduced a small number of people's brand.

Britain's fast fashion brand TOPSHOP, the first domestic entity store, was first introduced by old Buddha. But last month, it was discovered that TOPSHOP, which had queued for a long time, was also scarce.

It is understood that TOPSHOP has already entered the Shang pin and Tmall flagship stores, while the goods sold in the department store are similar to those in Tmall flagship stores.

In terms of price, it is also difficult for Lafayette department to compete with Tmall flagship store.

Facing the impact of the electricity supplier, the brand competition situation of Lafayette department store is also slightly embarrassed.

PaulBurke has said that they do not take a price position, they want to convey more fashionable, interesting, and French characteristics to customers.

But it is neither like the Financial Street shopping center, which attacks the international brand and luxury market, nor is it like the main city of fashion entertainment.

People in the industry say they are not optimistic about the prospects of Lord Buddha, and their positioning is difficult to rise and difficult to reduce, which is very embarrassing.

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Is the buying system inappropriate?

Because of the small number of consumers and the low reputation of the whole brand, the buyer's shop is hard to get the favor of mainstream consumers in China.

In recent years, the status of traditional department store brands has been criticized repeatedly.

The change of traditional management mode is the key to reshape competitiveness of department stores.

PaulBurke said that department store has been doing its own brand, so that every consumer can easily enjoy fashion, and it can afford to buy fashion.

But are buyers and private brands really suitable for Chinese market?

To some extent, self owned brands represent the ability of department stores to innovate.

At the same time, self operated brand can be more flexible in operation strategy and more secure in quality.

PaulBurke said that department stores hope to bring new fashion elements and cutting-edge design series to consumers every week or every month.

This kind of private brand that reduces intermediate links can better control the price and make fashion no longer a luxury product, but a commodity that every consumer can afford. It brings unforgettable memories and experiences to every consumer who enters the shop.

However, from the current price positioning, the department store can still afford some distance from every consumer.

The industry said that the buying system was the highest in the department store industry during the low tide period, but it was not easy to switch from department stores to self employment.

PaulBurke also said that self employment is indeed a challenge.

"Teams need to keep close contact with multiple brands in the mall, and they need to talk about pricing, positioning and market strategy almost every day.

For foreign department stores, the import of goods is a big problem in Beijing. "

At the same time, cash flow has to be considered because of the need to purchase goods.

Ding Haozhou, a senior retail expert, believes that foreign consumers are very fond of personalized and exclusive purchases, so the "buyer system" operates well.

However, domestic consumers like to buy brand names that are popular and popular. Because of the small number of products and the high reputation of the whole brand, buyers are hard to get the favor of mainstream consumers in China.

There is still a problem with the positioning and business mode of Lord Buddha.

Liu Hui, chief consultant of Beijing based Retail Management Consulting Co. Ltd., said that nowadays, traditional department stores are seeking pformation. Buying hands will be a wise choice.

However, if there is no big data to support, but blindly adopt the buying system, it is difficult to grasp consumer demand.

Buyer shops now encounter similar situations. For consumers, the data is scarce, and the rhythm of commodities is hard to follow.

It is understood that the department store is also starting to make big data. Its CRM system and data in the Department Store cover all store brands and businesses.

In the face of the impact of the electricity supplier, how exactly the effect is still unknown.

Lai Yang, Secretary General of the Beijing business economics society, told reporters that the future development of Lord Buddha will not only adjust the brand of his own business, but also should start with his unique "Paris fashion elements" to create his own special activities and commodities, so as to truly achieve differential positioning.

In any case, PaulBurke is very confident in the future market of old Buddha's department store in China. He said, "our values are innovative, bold, interesting and of high quality.

Maybe I often say that China does not need more department stores, but China needs old Buddha's department store.

For a series of problems such as positioning, the reporter also contacted the department store, but before the deadline, there was no reply to the interview request.