What Are The Subtle Changes In The Department Store Industry In The Declining Performance?

　　 Closing shop tide What are the subtle changes in the department store industry?

At the end of September, iziRetail released the "Research Report on the first half of 2016 of commercial wind vane enterprises". The report analyzes and analyzes 13 categories of dozens of department stores and shopping centers. They are: international fine products, cosmetics, gold jewelry watches, women's clothing (department stores are divided into big, medium and Shao Shu. Women's wear ), men's clothing, sports, Fast fashion Children, shoe bags, underwear, home life, coffee, meals, meals.

The report shows that among the 12 categories surveyed, the traditional categories showed a downward trend, while the 3 categories of food, sports and children were clearly rising. In particular, the restaurant category has an increase of up to 40%, which further shows that in the spanformation process of department stores, increasing the proportion of catering has become a hit direction for them.

"In the first half of 2016, we felt that, whether in department stores or shopping centers, the catering industry as a large group of people has a large share of popularity. In particular, department stores accelerate the introduction of food and beverage categories. But we can also predict that the competition for the future complex will be more intense. " Qiu Xiaohua, President of grandma's Restaurant Group, said.

Overview of the PK department stores, the shopping center overall win.

The survey shows that 80% of the department stores' performance has declined in different ranges. Among them, 40% of the Department's performance fell by more than 10%; 30% of the department stores fell by 5-10%. By contrast, shopping centres were in much better condition, and the performance of shopping centers increased by 10% in the first half of 2016. Survey shows that 86% of the project sales performance increased over the same period last year, of which 43% of the project rose by 10-20%.

For a single category, its performance in shopping centers is obviously better than that in department stores. Take international boutique as an example, international boutique accounted for 26.9% of the performance of the shopping center in the first half of this year, accounting for 15.9% of the Department's performance contribution. The performance of international boutique in department stores in the first half of this year was flat compared with the same period last year, while the performance in shopping centers increased by 7.8%.

"Department stores are declining and shopping centers are still on the right track. Department stores are winning by cosmetics and jewellery, and shopping centers are leading by means of richness, catering and fast fashion; the two have grown in children, sports and catering. This indicates that consumers' life behaviors are changing. From commercial destinations to social destinations, the trend of random shopping is obvious, from focusing on basic functions to paying attention to health and happiness, and making children's families the center of life. To adapt to the trend and respond to changes, the strong will survive in the cracks of competition and the cold winter of business. Wu Zheng, general manager of Tianjin Joy City, said.

How to break away from the department store industry?

Finally, we use the judgment of Ma Lifeng, general manager of Zwilling, to summarize:

Department stores are being challenged by the competition of shopping centers, electricity providers and consumer behavior of younger generation.

Most department stores have limited location for the brand, and the hardware environment for the interaction between the brand and the consumer is relatively poor.

But the traditional department store's customer resources are still important wealth, and well managed and actively cooperating with brands are still competitive in sales.

Trends are rising or falling, but they are not the same.

International boutique performance was flat: international boutique performance in department stores in the first half of this year was flat compared with the same period last year. International boutique accounted for 26.9% of the performance of the shopping centres in the first half of this year, accounting for 15.9% of the Department's performance contribution. Compared with other shopping centers, the shopping center is the main channel for international boutique.

Cosmetics show a single digit growth: the growth of cosmetics in department stores is only one digit. In the first half of 2016, cosmetics accounted for 11.5% of the business performance in the department stores, an increase of 3.7%, and the monthly average performance of individual brands reached 600 thousand. Compared to that, cosmetics only contributed 2.8% of the total business performance in the shopping mall channel, regardless of the total sales performance or flat effect of the category in the shopping mall channel. The main reason is that there is less distribution of high quality and high quality brands in shopping mall channels, and cosmetic channel spanformation and optimization has just begun.

The report shows that Lancome, Dior, Estee Lauder, Chanel four cosmetics brands are still in the top of the department stores, while Japan, Korea and some fashion DNA brands are growing very significantly, such as CPB, Shiseido, Sulwhasoo and Givenchy, Giorgio Armani.

Gold and jewellery slipped 8.1%: This report only conducted research on gold jewellery and watches category in department stores, which sold 210 million yuan in the department stores during the first half of this year, down 8.1% from the same period last year. The contribution to department stores also decreased by 0.8 percentage points. Zhou Dafu is among the top 5 brands in the major department stores, and Xie Ruilin ranks the top in terms of performance growth.

Women's wear slipped 6.6%: Large Ladies' clothing is the most productive category in department stores, with an average sales volume of 160 million yuan in the first half of this year, but at the same time, the performance of women's wear is the most obvious, down 6.6% from the same period last year. Chinese ladies' wear and less ladies' clothes are also down by 4.5% and 3.2% respectively.

The sales of women's clothing in shopping centers averaged about 77 million yuan in the first half of this year, and the performance output and sales efficiency were lower than those in department stores. But the growth rate was 14.6%, and the growth momentum was good.

The report shows that the Ochirly performance is most prominent in the brand performance influence, is the main brand of shopping centers. Secondly, EP, brother, Moussy and Su ran are also very influential.

Men's wear slipped 7.7%: compared with shopping centres, men's clothing in the department store has larger area and more sales output, but the performance in the first half of this year has dropped significantly, reaching 7.7%. Men's clothing in shopping centres grew by 11.2%.

From the point of view of imported brands, men's clothing in department stores is mature and business, and calorie long, Boswell, Sabttier Ba and Viagra are the most influential brands in their output.

The trend of the sports market has increased by 10.1%: the category's performance in the first half of this year increased by 10.1% and 35.6% respectively in department stores and shopping centers compared with the same period last year. Sports are becoming a new way of life, which is very obvious for retail sales.

Children's business growth is 5.2%: Sales of children's products in department stores and shopping centers are at a low level, and their total performance contribution is not high, but sales performance shows an upward trend. More and more adult clothing brands begin to launch children's brand.

In the first half of this year, children's performance in department stores and shopping centres increased by 5.2% and 24.4% respectively. In department stores, the most influential brands are Nike, Adidas's children's clothing and clothing brand.

Shoes and luggage bags slipped 14.7%: in department stores, shoes and footwear bags fell by 14.7% in the first half of this year compared with the same period last year, while shopping center statistics included accessories, but their performance increased by 10.9% over last year.

Underwear category slipped 9.3%: This report made statistics on underwear category for department stores. In the first half of this year, the average output of underwear category was about 28 million yuan, down 9.3% from the same period last year.

The report shows that love, Ann Li Fang, man Ni fan, Ttiumph, Wacoal are the strong brands with strong performance in this category.

Home life fell 13.2%: home life in the first half of this year, the average output in department stores was about 50 million yuan, and the output in shopping centres was about 15 million yuan. Compared with the same period last year, the performance in department stores fell by 13.2%.

The growth rate of food and beverage is as high as 40.4%: catering is not only the main category of shopping centers, but also the largest category in women's clothing in department stores, which has become the most indispensable form of commercial projects.

The report shows that the single brand performance and sales efficiency of food and beverage in department stores and shopping centers are almost the same, but in the first half of this year, the performance of food and beverage department in department stores increased by 40.4%, much higher than that of 7.4% in shopping centers.