Otrice Brought Many Traditional Stores To Hope.

The industry seems to be a competitive arena.

Enterprises in the direction of progress have survived, and enterprises that are self complacent and lack of reform spirit have been coerced into the torrents of flood.

Compared with traditional department stores,

In recent years, it has been popular, and many traditional department stores seem to see hope.

Traditional department stores gradually began to force orlies.

In October 29th, the second Hualian City Plaza in Chengdu, the Hualian Commercial Building, opened in Jianshe Road, Chengdu.

Coincidentally, in November 2nd, Wangfujing bought a 100% stake in Baer Mont Hongkong at a cost of 5 billion 373 million.

Baer Mont currently owns many brands such as Seth outlets, spring department stores and so on.

Next, the Nordic Group invested 2 billion yuan to develop the North otter project, which is about to open in December 24th.

As we can see, traditional department stores are gradually starting to work hard at Oteri J and shopping centers.

However, in the localization process of otter, those high-quality projects are often inseparable from the following factors: first, the accumulation of experience, for example, in the high-end department stores and luxury goods.

The representatives include Beijing Hualian, Beijing Yansha and Shanghai Bailian.

Two is the real estate background, such as the pioneer group.

Three, there are specialized operation teams, such as familiar sand carriers.

Because the high-end department stores are in the upper reaches of the industry chain, they not only have a high premium capability, but also have an advantage in comparison with the low end department stores.

From this point of view, the pformation of traditional high-end department stores to outlets is the most competitive way to open up new formats.

It is understood that the sales performance in 2015, the best of the outlets are mostly from the traditional high-end department stores, as well as professional foreign investment teams such as Yi Ou Lai, Florence Town, Mitsui.

But whether it is high-end department stores or low-end department stores, today, orter's format has become the main direction of many department stores in China.

Data show that in 2015, China's OLE TOP17 project, with the Department Store background of OLE up to 9 (including Bailian 4, Yansha, Wangfujing, Xing long family, friends, Golden Eagle each one), accounting for up to 53%.

According to incomplete statistics, in 2015, including Qingpu, Shanghai, Xu Jing Bai Lian Ole, Hongkong Dongyong Taigu Donghui city famous warehouse, Beijing East Fourth Ring Yansha Ole, Tianjin Wuqing Florence town and so on, 40 orteis overall performance exceeded 400 million yuan, which is 16 more than in 2014, and the 40 orlie shops in 2015 total turnover of more than 40 billion yuan (of which, mainland and Hong Kong and Taiwan region annual performance over 1 billion of the ole shop Wang reached 19), which has inspired more department stores to choose to enter ole.

Take the Badaling orlies, Beijing, June 2015 as an example.

Its predecessor was the "Asia's largest amusement park" in the past 20 years. After the operation and management of SKP in Beijing, it became a new generation of small town outlets.

It is understood that the opening day of the brand has reached 83%, with a total sales volume of nearly 8 million yuan.

In addition, in December 2015, Parkson Hongqiao Tianshan store successfully pformed the Parkson City Plaza, which is the first CityMall City Plaza jointly built by Parkson commercial group and Korean clothing and love group (extended reading: to teach you to curry favor with women, the Baisheng shopping mall to see the future of traditional department stores!), the main city of OLE, completely subverted the concept of traditional department stores, although the business area was only 45 thousand square meters, but its sales volume on the test day was broken by 16 million.

Prior to the pformation, the annual performance of Parkson's store is less than 400 million yuan. After the pformation, according to the existing performance of Parkson's City Plaza, it is expected to sprint to the annual performance of 7-8 billion yuan or even higher, and it is likely to become the first industry in the city in the next 1-2 years.

However, behind the prosperity of the outlets, there are constant worries.

Outlets have been in China for many years.

In 2002, the official opening of Beijing's Yansha oorlies marks the entry of imported outlets into China.

Subsequently, the north and south of the Yangtze River continued to follow the example.

According to reports, the total number of outlets in China has already exceeded 500, and most of the outlets are "bad".

The urgent pformation of traditional department stores represented by Wangfujing

In addition to Parkson and the clothing and love cooperation to open the city plaza, as a representative of traditional department stores, the Wangfujing mentioned above is also naturally unwilling to be lonely.

In the overall industry downturn and the company's performance has declined to varying degrees, Wangfujing resolutely locked the focus of development of the otter Les and shopping center plate, and will not rule out cooperation with the group of love and entertainment projects in the future.

Reporters in the first half of the Wangfujing 2016 financial report found that Wangfujing is ready to Wangfujing Wangfujing traditional department store in Chongqing in a timely pition to urban Ole, is expected to add more shopping centers and OLE in 2016-2017 years.

In addition, Wangfujing will be pformed into three major formats covering department stores, shopping centers and outlets in 3-5 years.

Some department stores left Oteri J just a walk

However, on the way of "chanting slogans" to enter the outlets, many department stores were forced to lag behind and return to department stores.

Tianhe City department store, located on the 5 apron of Baiyun District in Guangzhou, opened in 2011. Its initial location was general merchandise mode. In May 2013, the store was pformed into outlets, which was a good way to get a turn.

However, at the end of July 2016, Tianhe department store pulled out its outlets at the apron of Baiyun 5.

Last year, the modern department store also changed Guangming Plaza from Oteri J format to department store format.

According to the analysis of the industry, there are three main reasons for the closure of the outlets of the Tianhe City: first, it is related to the business district and shopping malls; the shopping centers in Guangzhou Baiyun business circle get together, the shopping centers are diverted; the two is the consumption downturn, and the brand volume is small; three, the development of online shopping is thinner than the source of cake, and there is little left for the shops with poor business.

In fact, most of the outlets in the layout are concentrated on the three tier cities with poor consumption.

In addition, today's department stores are in pition, and the phenomenon of "going to department stores" is highlighted, and a large number of department stores are pforming to shopping centers.

At present, there are more than 5000 shopping centers all over the country.

Les, who has no characteristics, is facing a huge impact from shopping centers. The proportion of shopping centers in the whole country is out of balance, and the three or four tier cities are generally overcrowded, even exceeding the needs of urban development. In this environment, if the local otter Les is not featured, it will be difficult to maintain.

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The 15 outlets plan must be cautious before entering the market by the end of the year.

According to incomplete statistics from the Research Institute of commercial real estate, SW network, in 2016, the country plans to open 53 new large and medium-sized Oteri J (part of the project is expected to be postponed to next year due to the duration of construction and investment progress). The total construction area is over 6 million 304 thousand square meters (including parking area).

Among them, Shanghai Disneyland Yi Lai, Changzhou Moon Star global port, Fuzhou Lianjiang century Jin Yuan, Hangzhou Yintai Xiasha otter Les, Hefei sand boat, Linkou Mitsui ole 12 Oteri J has opened (including Shanghai Baisheng uykomi and Ningbo interests when the city ole are pformed from department stores).

According to statistics from the ole business school, as of December 31, 2016, there will be 15 domestic outlets in the future. In addition to the Wuhan Olympic Green Europe Town, OLE and the Changsha group, the other 13 projects cover 12 provinces.

Among the above fifteen projects, the more famous ole chain projects include the projects of Shanghai Bailian joint stock in Ji'nan, the Wangfujing group's two projects in Yinchuan and Xi'an, the Sha boat group's project in Kunming and the Changsha project in the Chinese stirrup group.

Among them, Xi'an Seth airport store is the second ole of Wangfujing in Xi'an market layout.

List of 15 projects to be opened

It is worth noticing that it has been reported that the clothing and love group will be the 7 major cities in cooperation with the major department stores, namely, the ole city plaza, the Chengdu Hualian Commercial Building (already opened), the Eurasian business Jilin store, and Nanchang Baisheng Heng Mao store (extension reading: Baisheng Nanchang Heng Mao store will close with the clothing and love cooperation to open up the city of yole), Qingdao Zhongshan Road Baisheng, Changchun Eurasia, Shanghai Southern friendship mall, Shijiazhuang Shangdong shopping center and pform it into the "Youke city square" and so on.

Chengdu Open City Plaza

Guo Xinye, a member of the group, thinks that most of the department stores in orter's pformation cities are community type stores or regional department stores, mainly to satisfy the surrounding customers. Many brands do not want to go in. Most of the products are mainly based on discount, and low discount will form a vicious circle.