The Pformation Effect Of Wangfujing Is Beginning To Emerge.

There are tens of millions of roads, and the Chinese department store industry seems to have chosen a "back road".

Self employment is no stranger to the department store industry. When the department store industry was just emerging, most department stores adopted the mode of self employment, but with the rapid development of enclosure expansion, the department store industry began to develop to the joint venture, and in the past 20 years, the layout of the fast development was realized, forming a "one-sided" situation.

But after 2013, the traditional department store industry is no longer comfortable, especially with the development of the department store industry.

Lu Xingtai, the director of the commercial real estate research institute, said: "the impact of the department store industry mainly comes from three aspects. First, the impact and return of the electricity supplier, and the use of price advantage to divide the market." but as a "soldier of heaven and earth", the electricity supplier did not hurt the department store. "Shopping center and ole are the real terminators of the department stores. The shopping center wins the sense of space, comfort and sense of experience. The low and low" ole has won the price and efficiency. Under such circumstances, the department stores' performance has been very strong, forcing them to do their own business.

In this contest of life and death, the department store industry has made efforts to make changes to increase its own safety protection.

Tianhong, new world department store and Wangfujing department store began to expand their own brands, looking for new profit growth points, and the era of self contention in department stores began to contend with a hundred schools of thought.

Take Tianhong as an example, in 2016, Tianhong completed its own brand Rain series system, forming a female hybrid.

Clothing, home, children's four plates of the store brand and the addition of 3 proxy brands.

Up to now, rainbow has started to cooperate with nearly 100 brands. At the same time, Tianhong has opened 14 collections of female miscellaneous collections Rain&Color, 14 home collection hall Rain&Home, 3 brand dress collection hall Rain&Co and 2 children's assembly hall Rain&Kids in its shopping malls.

In 2016, the sales of free rainbow brand increased by 22% over the same period last year.

Liu Diyue, director of the Department of self run brand division of Tianhong Department store, said: "self management of department stores is a pure way of changing the angle of operation, returning to the real commodity level, and returning to the demand level of consumers, so we must have our own absolute commodity ability and management ability, so self help can help department stores enhance their commodity power and operation ability. On the other hand, department stores used to be the only way of expression of commodity channels. With the diversification of retail market, the department stores themselves need to have more focused capabilities, and department stores need more efficient pactions. However, the department stores used to lack elitist in terms of commodity focus and so on.

In the same way, golden eagle is also engaged in self increment. Golden Eagle trade CEO sukai told reporters: "if we want to do well in differentiation, we must have controllable commercial resources".

The commercial resources controlled by sukoukou are actually free brands, and they are on the golden eagle, its G.LIFE series.

Data show that the Golden Eagle G.LIFE series of 6 commercial formats has more than 80 brands, these formats can be deployed Golden Eagle 10%-15% area, while also increasing the Golden Eagle's ability to gather passengers, "in the increasingly dispersed passenger flow, the department store's greatest demand for goods, from gross profit rate to the ability to gather passengers.

The greater the attraction of my merchandise, the higher the free passenger flow is, the lower the cost of acquiring customers.

Su Kai told reporters that by the end of 2016, the sales revenue of self operated commodity business of Golden Eagle increased by 7.4% compared to the same period last year, and its sales volume reached 353 million yuan.

Yintai, Wangfujing department store, new world department store and so on also express their own advocating ideas through various forms such as collection shops.

The department store industry, which has survived many years, has burst into unprecedented vitality and began to exert its strength like many formats.

Ole, self, department store shopping center and a new theme store and other new formats began to develop rapidly, which means that department stores began to focus their competitors into teammates.

Wangfujing department store is a typical representative of this area.

According to the 2015 annual report of Wangfujing, Wangfujing will be pformed into three major formats including department stores, shopping centers and outlets in the next 3-5 years.

The specific way is to pform large stores to comprehensive department stores and pform small department stores to thematic department stores and regional department stores.

At present, the pformation of Wangfujing has achieved initial results. In the first quarter of 2017, Wangfujing department store realized business income of 5 billion 251 million yuan, an increase of 10.94% over the same period, and its net profit attributable to shareholders was 190 million yuan, an increase of 1.52% over the same period last year.

In addition to the Wangfujing, DAC, Tianhong and other achievements have risen to varying degrees in the first quarter, and the department store industry seems to have begun to "pick up".

"Department stores and supermarkets are more like the two main stores of shopping centers. From the perspective of the whole business, the whole business mode will tend to" Great Harmony "in the future.

Lu Xingtai said: "department stores, supermarkets, shopping centers are just calling different ways, but they are changing, and the future content will be the same. The key lies in positioning and knowing who they are serving for, so the future department stores will have many core things to change around consumers".

This means that no matter how the business name changes, if department stores want to be "strong" in the market, positioning and consumers are the key to change the operation of consumers to satisfy consumers, and always move fast to consumers. Only with such unique vision, can the department store industry really "get warmer".

Intime department store (Group) Co., Ltd. is a large department store chain based on department stores.

The company is a foreign-funded enterprise, its headquarters is located in Beijing Beijing Jianguo Wai Street 2, Yintai Center, Shen Guojun, chairman of the company.

Aiming at realizing chain operation, specialization and intensification, Yintai department store combines the advantages of Yintai department store to realize management innovation and format innovation, implement brand strategy, and form a large scale with Yintai commercial culture characteristics.

Brand.

With the concept of "delivering new life aesthetics" as the business concept, the young and new family as the main customer group, taking into account the fashionable consumption of other customers, is committed to the construction of China's urban fashion culture, establishing the department store image of young vitality and fashion taste, leading the fashion trend and creating high added value for customers.

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