Retail Sales This Year Will Usher In The Most Severe Collapse.

Asian Sports Village Piao Liang shopping center was bought by US $1. The Parksun Sun Palace store and the Huton ten mile Fort shop also reported that they will close next month. This has added new content to the already long entity commercial "closed shop list".

People in the industry even predict that

This year will usher in the most severe collapse.

So, is the severe winter of retail industry really coming? Where is the future of real business?

The 4 year old boutique children's shoe shop's safety rain (a pseudonym) told reporters yesterday that the shop was dry at the end of this month.

Her shoe store is located at the Piao Liang shopping center in Asian Sports Village, and its revenue has plummeted over the years.

Recently, the center has news again: it is bought by Hua Xun company at a price of 1 US dollars.

"Business is scarce! I heard that the rent will go up after renovation."

Ann Yu said, but faced with the backlog of thousands of pairs of children's shoes in the warehouse, she had nothing to do with it.

The embarrassing situation of Piao Liang shopping center and raining business is the epitome of China's department store. The store closes, closes, and sells the news at low prices.

Industry insiders predict that department stores will usher in the most severe closures in 2016.

Event

1 billion 500 million of the debt is bright and the shopping center is sold cheap.

A few days ago where the rain was.

One news alerted the industry: the debt was 1 billion 500 million yuan, and was bought by Hua Xun company for 1 dollars.

Hua Xun announced on the 19 th of this month that Hua Xun's wholly owned Affiliated Companies Wahson Holdings Limited will acquire all the shares issued by Affiliated Companies's Bonroy Limited, a wholly owned Bonroy International Group Limited, and indirectly own the ownership of the floating bright shopping center, with a cash price of US $1.

But the Piao Liang shopping center has already been mortgaged to Gu Qi, the real beneficiary of the surplus ho Tai Company, because it has not paid back the arrears of 1 billion 500 million yuan of Foshan's surplus ho Tai Trading Co., Ltd. (hereinafter referred to as "surplus ho Tai Company").

In addition, it was announced that the valuation of the property by an independent property appraiser was valued at about 2 billion 140 million yuan in June 30, 2016.

On Friday, the reporter's field visits found that several unknown brands in the first floor hall of the mall were being sold at a discount sale, which looked like the wholesale clothing market.

As the gold position of shopping center, the pattern here is slightly chaotic. There are cosmetic shops, nail shops and gold shops. All of them are brands that have not been heard before.

The bunk beside the shoe store is now covered by the fence, surrounded by a huge font of investment telephones.

According to Ann Yu, it was originally a trouser store. At that time, the owner of Zhejiang made a good decoration of the shop, ready to make a brand name shop, but failed to assume that the business was so bad that he had no choice but to withdraw from the shop.

Piao Liang shopping center officially opened in 2001. It is located in the Asian gold trading area and life circle of Chaoyang District, Beijing. There are many middle and high grade residential areas, catering streets, office buildings, exhibition centers and so on. It is only one or two kilometers away from Asian Sports Village, the bird's nest water cube and other sports venues, and the residents, business and tourism flow is very abundant.

"I used to have a lot of old customers who went shopping by car or by bus. Their children grew up in my shoes," Yu recalled. "But I haven't seen them for a long time."

Individual case

The shoe shop that is losing money will lose it.

On the south side of the shopping center in Asian Sports Village.

The surface is open here.

The most obvious position on the shelf is two banners: "clearance sale is not allowed."

But the shopping mall is still cold and cheerless, and more and more workers in the mall are coming and going.

Reporters and Ann Yu were sitting at a shoe store not far away, drinking coffee, listening to her narration.

For a whole hour, she did not enter a shop. Only the young shopping guide was playing with her cell phone waiting for customers.

Opposite the shoe shop is a coffee shop. There is a small square outside. Many children in the neighborhood are playing and playing.

Four years ago, when the location of rain was selected, the location of the bunk was very good.

Two years ago, the effectiveness of the shoe store was fairly good, with an average monthly turnover of more than 20 thousand yuan and a profit of 40% to 50%.

Later, however, it was worse than a year, especially since last year, and the turnover declined all the way, falling from more than 20 thousand to more than 10 thousand a month, slowly becoming a few thousand dollars, especially in the off-season of February this year, it only sold 4000 yuan, "not enough monthly rent," she said.

Ann Yu's shoe store has a monthly rent of 5000 yuan. In order to save costs, she only invited a guide and her own two shifts, and the salary was 2500 yuan, plus the cost of electricity and shoes. She counted the fingers with her fingers.

Speaking of when the shoe store just opened in 2012, the rain is still fresh. There are good brands of shoe shops on the first floor of the mall. There are BELLE, Saturday, and so on. There are many options for customers.

Clothing and cosmetics counters are also big names.

But then there was a problem, shopping malls to merchants checkout was particularly slow, the pressure was serious, store rents were more expensive, and the sales volume of merchants were not up to the mark, whether the big Brand Company negotiated with the mall could reduce the rent, but was rejected by the mall, so the famous stores were evacuated.

Reporters saw in the store that only ONLY remained in the clothing brand.

"There are no good brands, they are all brand names. Who will buy them?"

At the end of this month, rain is also preparing to withdraw, because she hears the gossip in the store that the owner will refurbishment the shopping mall after redecorating.

Think about the future, the rain is gloomy, and thousands of children's shoes are kept in the storeroom. No one wants to sell them. "I really don't know what to do."

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track down sb. to interview

The two major department stores will close next month.

In fact, under the current downward trend of the overall economy, the entire retail industry is in a period of deep adjustment. The example of the sale of the shopping mall is only a portrayal of the decline in the whole department store business.

On the night of September 13th this year, Malaysia Baisheng group, the largest department store in the world, announced that it would sell all the shares and related shareholders' claims of the wholly owned Affiliated Companies in China.

Media survey found that the sale of Baisheng group is an indirect wholly-owned Affiliated Companies, Beijing Hua Desheng Property Management Co., Ltd.

The company's property is located at Baisheng Taiyang palace store in Chaoyang District, Beijing. It has been in a state of deficit since its opening in 2010.

As of July 31, 2016, the Sun Palace's Baisheng unaudited net book value was 1 billion 32 million yuan.

Parkson said that the group estimated that the net proceeds from the sale of the store would be about 1 billion 900 million yuan, and it would be Shenzhen Qianhai blue investment company. The property delivery will be completed by the end of this year.

In the first half of this year, revenue was 8 billion 495 million yuan, down 12% compared with the same period last year, and net profit loss was 124 million yuan, down 85.65% compared with the same period last year.

Reporters visited Parksun Sun Palace and Renaissance stores on Friday.

The sun palace store is doing 7 promotions for autumn clothing. The sale of CARA, Rhine and other brand women's clothing is on sale at the first floor, but there are few customers.

The three, four and five levels of shops are becoming more and more serious. The six floor has been completely closed. There are four or five restaurants on the seven floor, but now there is only one beauty salon and a fast food restaurant. There is no one at lunch.

It is reported that the sun palace Parkson will be closed in October 31st.

Baisheng Renaissance door is holding 22nd anniversary discount activities, the main brand to buy 300 yuan to send 220 yuan.

Although the discount rate is not small, but the consumer bag rate is very low.

The first floor facing Chang'an Avenue is now vacant.

Miss Ho, a tourist from Zhengzhou, has to turn around in the shop. "There are no brands I like here. I'll go to Xidan and look for them."

She said.

Miss Ho said, "those brands" are fashionable fast selling brands such as ZARA, H&M, UNIQLO, C&A, which are popular among young people nowadays.

But the clothing brands seen by reporters in two Parkson Shopping Centers are either too old or completely unknown.

It is not only the Parksun Sun Palace store that closes the store. In September 20th, the shopping hall in the halls of ten Li Bao suddenly broke out and announced that the ten mile Fort shop in the halls store will be closed from November 1, 2016.

The staff of the ten Libao Hon Tang service desk confirmed the matter when asked by reporters.

For the reason why the ten mile Fort halls suddenly shut down, people in the hall said in a media interview that sustained losses were one of the reasons for closing the store.

From the end of April 2014, Hua Tang closed the Wangjing store in Beijing. After 4 months, the North Court store was closed. In December 1st of the same year, the Xizhimen store was closed. At the end of March 2015, the shop was closed.

On the Ten Mile Shop, the 9 existing stores in Beijing market will only have 3 stores, Asian Sports Village store, Fengtai North Road store and Sanlitun food store.

Respond

Parkson is still confident about the Chinese market.

In 1994, the Parkson revival store, known as the first foreign department store in Beijing, was opened in the high-end fashion department store.

Now, 22 years later, is this Malaysia's big retail brand coming out of the Chinese market?

Parkson business group recently responded to the media, saying that the sale of Parkson was only in Beijing's Taiyanggong store, not involving other regional stores.

It is all misunderstood that Baisheng will sell all its business in China and withdraw from the Chinese market.

Parkson executive director and chairman Dan Li Zhong Tsun said in a reply to the media that in the future, Parkson is still full of commitment and confidence in the Chinese consumer market. Parkson will strive to strengthen its retail formats and continue to promote the pformation strategy.

But in fact, Parkson closed shop drama has been staged.

Public information shows that from 2012 to 2015, Parkson has closed at least 8 stores.

So far this year, Parkson has closed 3 stores, two of which are in Chongqing and one in Xi'an.

Baisheng, Beijing's solar palace, which will close at the end of October, will become the twelfth shopping mall that Parkson has closed in China.

It is worth mentioning that in response to the increasingly fierce market competition, Parkson group is also seeking pformation.

Parkson group reported in 2015 that in order to better deepen strategic pformation, avoid market risks and prepare for the future, the company will continue to strengthen its three strategic pillars, namely, retail formats and network optimization, product and service types, and cross platform customer interaction.

It is rumoured that the sun palace Baisheng will be pformed into an office building, but this rumor has not yet been officially confirmed.

Sun Palace Baisheng is located at the northeast corner of Taiyanggong bridge on the East Road of the North Third Ring Road. The location is very convenient. Take the subway line 13 to light the gate and get off the subway.

According to the survey results, the rent of medium quality office buildings near the North Third Ring Road can be 8.5-9 yuan / day / square meter.

Analysis

Shop closed is not entirely due to the impact of the electricity supplier

In the rain, the main reason for the loss of shoe store customers is the impact of the electricity supplier.

Her feelings were very obvious: "now many customers are like this. He wants to buy shoes, try the shoe numbers from my shop, and then go online to buy them."

In the view of ANN rain, there are no personnel costs, rent charges, utilities and so on. The burden is very light and the price advantage is strong, which makes it difficult for the physical store to do so.

She has secretly investigated, his own brand of children's shoes online price is only 50 yuan per pair, "but the total wholesale price of Beijing has been 60 yuan a pair, I sell 90 yuan, customers must say expensive."

In fact, even if the price is so marked, the entity store will not make money.

The profit rate is 33%, even if the rain is 20 thousand, the profit is only 6600 yuan.

She had repeatedly communicated with Beijing's general generation, but had never been able to do so.

Is the department store really hard to survive by the electricity supplier? The relevant head of China Chain Store Association said in an interview with the media that the shop was not completely affected by the electricity supplier's impact, but also the real economy growth was weak. The cost of labor, rent, taxes and fees were high and so on.

According to the insiders, the adjustment of department stores is the natural law of survival of the fittest. It is a normal market behavior. In a long time, the department stores will still exist and are in a state of change.

In the future, experiential shopping is a direction for the future development of China's retail industry, but whether it is department stores or shopping centers, city squares and outlets, these retail formats are reasonable as long as they meet the needs of the market.

According to the statistics released by China Chain Store Association, China's chain top 100 sales in 2015 amounted to 2 trillion and 100 billion yuan, an increase of only 4.3%, the lowest in many years, and the decline of -0.7% in department stores.

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Transformation

Scenario and experience of department stores is the way out in the future

Talking about the way out in the future, Ann's face is confused: "I don't know what to do in the future."

Now, her storehouse is full of children's shoes, which are all earned over the past four years.

Some friends suggested that she set up an online shop, and she also tried to find out that in fact, it was not so easy to open a shop. "Promotion in Taobao also needs to spend money alone," says Yu. "My online store has not done promotion. Only 8 people come in a month, 6 of whom are me, and the other two are persuading me to do the promotion."

In desperation, she thought of trying to set up a booth in the community morning market, but worried that her brand children's shoes would not match the low price style of the morning market. "I'm selling for 50 yuan and a pair at a loss, and it is estimated that no one will buy it."

Reporters visited a number of department stores found that the traditional department store model is too conservative and single, they are still in the layout of the first floor cosmetics, two floor women's clothing, men's wear on the third floor, four floor children's clothing, at the most floor a supermarket, it is difficult to attract customers.

Compared with traditional department stores, the department stores with scenes and experience are more popular. Children's amusement parks, restaurants, cinemas and supermarkets have become the standard of shopping centers.

The so-called "scenario" is to set up children's experience areas, such as children's playground, fighting music, infant swimming pool, beer garden, theme park, etc.

Many shopping malls often cooperate with the community to engage in entertainment activities such as large-scale performances and competitions. First, they attract people's popularity and then try to turn them into consumers.

The second is experience, which is more about quality food and drink.

Next to the Aegean Sea shopping center close to the Parksun Sun Palace store, at the lunch hour, the white-collar workers who hung their badges on each floor were on the 5 floor of the food center, where there were more than a dozen restaurants and large stalls, which were suitable for business banquets, friends gathering and personal food service.

According to industry analysis, these dining groups are also potential customers of Shang Chao.

observation

Shopping malls are not due to different prices

Since the emergence of e-commerce, it is also a few years, a lot of famous shopping centers from the public view gradually fade out.

With the rush of shopping centers or shutting down or changing hands, people in the industry are worried: where is the future of real business? Does the severe winter of retail industry really come?

This reporter interviewed a sociology expert.

This expert thinks, at present, the whole world economy is in a bad environment, and there are always some people in the country saying that the economy is declining and the growth rate of real economy is decreasing.

"But every time I go home, there are always some express cars on the front door, which are very busy and seem to have a very strong purchasing power."

Retail analysts pointed out that if the overall purchasing power of the whole society has no major problems, many large supermarkets, such as Beiyuan halls and large shopping centers such as the Pacific department store, which have been proved to be highly operational in the past, have been closed down.

In fact, since the Internet has gradually become the main channel of human communication, the way of life, the way of thinking and the series of inherent life styles based on it are changing.

In the not too distant past, many people, especially young people, would go around the streets after work.

Men's shopping in electrical appliances, photography shops, ladies shopping in boutiques, cosmetics and luxury stores do not necessarily have to buy anything, mainly a mood.

Walking on the promenade of the magnificent high-end shopping center, sniffing the peculiar smell of the high-end shopping center, buying some snacks or sitting down for a cup of coffee, was once a common leisure lifestyle of many white-collar workers.

But the Internet age has brought human beings into a virtual or semi virtual society. People can chat with friends without going out of their homes and at home. Without going out, they can see the outside world at home, or even the world outside.

So the tendency of human being was removed.

More people choose to stay at home rather than go shopping.

But in this case, there is no future for real business, and the winter of shopping mall seems to be exaggerated.

After understanding why people are not keen on shopping, we understand that the market competition is not entirely because the cost of the same commodity is different and the price is different.

Then the future of the real business is clear.

The first is to change the original simple way of operation, followed by the service pformation that can not be provided by the Internet.

The location of foreign shopping centers is mainly entertainment and leisure. Buses in all directions end at shopping centers. There are places for children to play, learning places, sports centers, cinemas, restaurants and short breaks in shopping centers. Many families spend the whole weekend in the center.

They actually create a complete life and leisure environment to attract customers.

In addition to developing more non catering services, many shopping centers are equipped with fans bars, gambling centers and other leisure service industries.

Because in any case, you can't enjoy these services at home.