Huatang Shopping Mall May Escape From First Tier Cities

According to the World Clothing, Shoes and Hats Network Ito Yokado The closing schedule of Qilizhuang store was implemented. The reporter learned from a recent visit that the remaining stores of Huatang Mall in the Beijing market, the only Miao Asian Games Village, could not last for long. Many insiders said that the store would be closed at the end of July and the beginning of August. The department store industry in Beijing market is deeply mired in sluggish performance. Since 2014, Huatang Mall has successively closed 7 stores in Beijing, and Qilizhuang Store of Huatang Mall has recently announced that it will close in May.

　　 The Asian Games Village store will be closed

When visiting the Asian Games Village store of Huatang Mall, the reporter learned from many insiders that the Asian Games Village store of Huatang Mall may be closed at the end of July and the beginning of August. Although in the first interview, the relevant staff of Huatang Shopping Mall Business Department told the reporter that there was no such thing at present. However, when the reporter asked the front desk staff about their business invitation telephone number for the reason that they intended to rent a shop in Huatang Mall, a staff member replied, "You must come back after you have closed". Later, the reporter interviewed another staff member of Huatang Mall. The staff member said that there was no information that could be released at present, but when the reporter asked whether the Asian Games Village store of Huatang Mall could open to the end of the year, the staff member said that there was no information at present.

During several visits, the reporter noticed that similar to several other Huatang shopping malls that have closed and Qilizhuang shops that are about to close, the Asian Games Village shop of Huatang shopping mall is more popular than the downtown, but other businesses upstairs are less popular. There are fewer consumers on weekends and weekdays. A staff member of Huatang Mall told the reporter that the reason may be that the surrounding competition is relatively fierce. There is a Wumart store not far away. "I heard that it is cheaper than here.". In addition, some nearby consumers said that there is also an Asian Games Village store in Beichen Shopping Center on Beichen East Road not far away.

Consistent with the closing time disclosed by insiders, the reporter learned that the contracts between several merchants in the mall and the mall expired in July. In addition, during the interview, the reporter learned that at present, some staff have begun to handle procedures such as returning their badges, but it is not sure whether it is related to the closing of the store. When the reporter called the Asian Games Village store of Huatang Shopping Mall with another business type to ask for rent, he was told that he could only choose short-term promotion. At present, there were no empty shops, and said that a number of businesses were due in July. He suggested asking about short-term shops again in June.

　　 Farewell to Beijing

Although the stores in Beijing have closed again and again, Huatang has achieved much better results in its Chinese headquarters in Chengdu. Many consumers reported that Ito Yokado in Chengdu is very popular. As early as 2014, data showed that the performance of 8 stores in Beijing Huatang Mall was less than half of the performance of 6 stores in Chengdu.

In the previous interview, Fubo Sanzhi, who was then the general representative of Ito Yokado China of Huatang Mall, pointed out that the most important reason for the operation of Beijing Huatang Mall is that the leadership's strategy is not very correct. In terms of talent training and commodity operation, many of Beijing Huatang Shopping Mall operate on the basis of price, which consumes a lot of energy of the company.

In contrast, some insiders pointed out that although Huatang Mall has developed well in the Chengdu market, it is difficult to replicate its development and operation to Beijing, the land of tigers and wolves.

However, compared with Huatang Mall in Beijing market and Chengdu market, whether Beijing Huatang Mall has copied the successful experience of Chengdu remains to be discussed. In the above interview, Mitsubishi Fubo shared the reason why Chengdu Ito Yokado has achieved the first sales volume of a single store, saying that the reason why Chengdu stores are supported by customers is that for people, food, clothing and use should be kept in a relatively balanced state, and they should constantly adjust according to the income of customers Provide goods similar to customer values in three aspects, and constantly achieve such a balance point. On the other hand, in the Beijing market, the catering sector is the weak point of many Huatang stores, and there are only a few fast-food brands available for consumers to choose.

In addition, although it seems too conservative in the Beijing market, Huatang Mall has been innovating and exploring in the Chengdu market. At the beginning of this year, Chengdu Ito Yokado held a press conference, at which Sanzhi Fubo, the president of Ito Yokado, who is also responsible for the China Business Unit, introduced his new investment in e-commerce It will open a special food supermarket and challenge the shopping center for the first time next year.

　　 Escape from first tier cities

When discussing the impact on the department store industry in recent years, Lai Yang, executive vice president of the Beijing Society of Business Economics, pointed out that the competition in the first tier cities is relatively fierce. In the overall map of the impact on the department store industry, the severity of the impact is from the first tier cities to the second, third and fourth tier cities, and from the central business district of the city to the surrounding areas.

As early as the beginning of last year, Shoushang shares and Wangfujing In the group's annual report, the Beijing stores have become a drag on the whole. In this year's annual report, this situation continues. The 2016 annual reports of listed companies in the department store industry have been released successively. In 2016, Wangfujing Department Store realized a net profit attributable to shareholders of the listed company of 575 million yuan, down 13.07% year on year. Among the main businesses operated by regions, the revenue of East China, South China and North China ranked the top three in terms of year-on-year decline. North China was dominated by the Beijing market, and one of the two stores in South China was also located in Guangzhou. In 2016, Shoushang's revenue and net profit both declined, including a year-on-year decline of 7.85% in operating revenue and 14.08% in net profit attributable to shareholders of the listed company. In addition, it can be seen in the annual report that there are four types of business in the Beijing market, including department stores, specialty stores and discount stores（ outlet ）The revenue of the three types of business declined, especially in department stores.

From the perspective of other markets, while the department store industry in the first tier cities is deeply bogged down, many regional department stores in the second and third tier cities have achieved profit growth in their performance last year. Hefei Department Store's 2016 annual report showed a slight decline in revenue and a net profit growth of 8.06%. The operating revenue of Chongqing Department Store in 2016 was 33.847 billion yuan, a year-on-year decrease of 7.25%, but the total profit was 519 million yuan, a year-on-year increase of 16.8%.

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