Where Is The Traditional Department Store?

In recent years, with the Internet Shopping Increasingly popular Online retailers They made a big pot of self made shopping festivals one after another, and the real shopping malls were sometimes bad news.

According to the world clothing shoes and hats net, in the first half of 2016, in the monomer Department store In the form of shopping centers and other shopping centers, 22 companies closed 41 shops, and the total business area of closed shop was more than 600 thousand square meters. Moreover, it is even more embarrassing that department stores are becoming the "fitting rooms" of the electricity suppliers. It seems that the entire department store industry has entered the winter. This is like a magic spell, which has been placed on the department store industry.

It is an indisputable fact that the traditional department store industry, which has been attacked by high cost and electronic business, is closing in. The department store has become the focus of attention in the whole industry.

Department stores experience closure

The closure of department stores in recent years is no secret.

Under the attack of e-commerce and mobile consumption, the overall operation of department stores across the country is not optimistic. From the new stores, it has reached the slowest stage of the department store industry. According to relevant statistics, in the first half of last year, the growth rate of physical department stores in the whole country was only 0.8%. About 87% of the department stores and shopping centers are in the second tier cities with frequent commercial innovations.

Established in 1951, the old department store friendship store closed the Nanning store in Guangxi in April 26, 2016 and closed the Rizhao store in Shandong in August 25th. Wanda stores closed nearly forty stores in Ningbo, Qingdao, Shenyang and Wuhu in 2015. In early 2016, WAL-MART announced the closure of 269 WAL-MART entities worldwide.

In the first half of 2016, 22 stores closed 41 stores in single department stores, shopping centers and over 2000 square meters of large supermarket formats. Among them, there are 15 stores and shopping centers, with a total business area of over 600 thousand square meters. The average duration of operation is 6.84 years. No matter Chinese capital or foreign capital, it seems to be more or less affected by this wave.

Some insist on making only department stores.

For two years, the biggest adjustment since the opening of Han Guang Department store will be concluded this year. In the situation of accelerating the shuffle of the whole department store, the department stores that can maintain strong growth in Beijing market are mainly single department stores such as Han Guang Department store and Beijing SKP.

Details management is the way of operation of Han Guang Department store. In order to make shopping space more convenient and comfortable, Han Guang Department store has light food items on every two floors, adding rest area, charging port and lockers.

In fact, details management is not only concerned about the needs of consumers, but also makes the brand more popular with Yu Hanguang. In the spanformation of beauty make-up area, Han Guang Department store has given full play to the brand, has not obliterated brand characteristics, and found a harmonious way to get along with the brand spanfer of department stores and cooperative brands. Especially in the beauty make-up area, a large number of international first-line cosmetic brands in Han Guang Department store have carried out a brand new image design. On the one hand, the advantage category characteristics of Han Guang Department store are more prominent. On the other hand, the brand has also made a brand-new attempt to innovate the national counter as a template.

The advantage of brand collection is also growing. In the area of more than 40 thousand square meters of Han Guang Department store, 3 floors were used to make women's clothing. This is also the most suitable operation point for consumers after market research. At present, the 3 ladies' floor of Han Guang Department Store covers women's favorite brands from Mass Phil, ICICLE, Mo&Co., to European time, Eve and other age groups. Japan's Chao Moussy and sly are the first women's clothing floors in department stores. Timberland, Vicodo and other men's preferred brand, not only the introduction of the latest flagship store image, Han Guang shop sales for many years is the first in the country. More and more quality brands choose Han Guang Department store as the preferred partner to enter the domestic or Beijing market.

Some spanformation shopping centers

In order to survive, some large department stores began to change. Of the top 20 department stores, 13 have been MALL (shopping centers). "The rise of online shopping does not necessarily mean the demise of physical department stores, but retailers can not ignore or reject the Internet. They need to adapt themselves to market trends from brand integration, format combination, and functional perfection in a timely manner. By strengthening inter regional resource integration to achieve dislocation management, entity business still has its unique advantages, "Liu Yuehua, chairman of Zhenhua Group, believes that the development of Internet related industries in 2016 is bound to be faster and will lead to the development of e-commerce and the overall retail market. Retailers should aim to provide consumers with better consumer experience and shopping memory to achieve the best sales results.

Experiential shopping centers seem to be a way out for the department store industry. Xujiahui is a case in point.

From January 2014 to May, the total retail sales of consumer goods in Xuhui District reached 20 billion 537 million yuan, down 1.53 percentage points. Among them, the overall growth rate of several large department stores and shopping centers in Xujiahui business district dropped by 12.22%.

While the local government began planning large-scale spanformation and upgrading of business circles, local shopping malls and shopping centers also began to "save themselves". Experiential consumption has become the trend of spanformation and upgrading of Xujiahui's major shopping centers.

Where is the traditional department store?

Nowadays, with the differentiation of consumption levels, people's needs are constantly updated. Now consumers want to complete their comprehensive needs of gathering, shopping and leisure in the shopping mall, and put forward higher requirements in terms of functional format richness, spatial experience and service completeness. But most department stores are still just a place to sell things. The demand for department stores and the current main consumers has already been misplaced, making consumers gradually estranged from department stores.

Chen Zhongwei, head of the China division of the research department of the world bank, believes that China's consumer market still has huge room for development. In the foreseeable future, China's retail market will maintain double-digit growth. Department stores want to get out of the current predicament, and the urgent task is to strengthen and reshape the core competitiveness of department stores. This undoubtedly means that "change" will become another necessary way for department stores.

Ma Yun, chairman of the board of directors of Alibaba group, said that in order to survive, a physical store must be innovative. It can no longer wait for customers to come home by old ideas. It is best to combine offline with online, which is the only way out for a physical store.

The industry also pointed out that the traditional physical stores should take the advantage of the trend, quickly access to the offline payment and layout online. We must remember to borrow the potential and be good at borrowing strength. Online shopping experience is the direction of consumers' consumption, and the real experience is the offline traditional physical stores. Traditional entities should position their own direction, complete service system, data management system, accurate marketing objects, and do a good job of reasonable marketing means of shops. If it is just a single traditional marketing, the boring mode will eventually be eliminated by the market.

But at the same time, BBK chairman Wang fill also reminded that under the pressure of the environment, many physical retail enterprises are thinking about how to break through. After two years of trial, they tried many wrong ways and found some directions. But from the experience, we can see that as a offline retailer, the spanformation path of O2O can not be too urgent.

More interesting reports, please pay attention to the world clothing shoes and hats net.