The Reason Why Most Well-Known Shops Are Closed Most Shops Is Not Limited To The Impact Of E-Commerce.

At the end of the year, more and more physical stores join in the withdrawal.

Revenue fell Red Dragonfly shop a year

According to the world clothing shoes and hats net,

The salesman in the branch shop has been working here for more than five years. In the last two years, the store business is getting more and more cold, and the wages are getting less and less, she sighs, "it's good to be full."

At the moment, red dragonfly

On the glass windows and glass doors of the franchised stores, the leather stores are almost full of shop Announcements: "shop down countdown", "lose money to throw away", "only 2 days left", "ready for the new year's goods, and go home for the new year", but there are few customers entering the door.

Red Dragonfly junction shop has entered the "countdown to store".

"Brand positioning is problematic," Xiao Guan said. "Old style, young people do not like it, suitable for middle-aged and elderly people, but the elderly are not good enough to wear, shoes are thin, and you are also given a high heel and who to sell." according to more than 5 years of work experience, she thinks that this section of the intersection is pretty good, the surrounding facilities are complete, and there is no need to worry about the traffic volume, but it is that the goods in the shop are not competitive, and more importantly, the company can not keep up with the distribution.

"Shoes and

It also belongs to the product of rush season sales, for example, in the winter, it has to be listed for the summer.

But when we sell cotton boots, we don't have a pair of shoes. Customers go elsewhere to buy them. When you go back to cotton boots, people buy almost the same, and your sales volume will certainly not work.

Sales decline year by year has made the Red Dragonfly junction shop unable to afford shop rents.

It is understood that the shop area of about 30 square meters, the annual rent of 260 thousand yuan.

That is to say, the annual rent per square metre is 86 thousand and 600 yuan.

"So the average store sells 4000 yuan to 5000 yuan per day to see profits."

Xiao Guan said.

It has been in business for 8 years, and it has been doing well in the past few years. Since 2016, the sales situation of the shops has continued to be weak. Sometimes they sell 1000 yuan or even hundreds of dollars a day.

According to Xiao Guan, there were more than 100 red dragonfly chains in Beijing. But last year, many red dragonflies in Beijing were closed down, and only 5 or 6 were withdrawn in the summer.

In the Red Dragonfly official website, we can see that the company's operating condition is not optimistic.

The main reason for the analysis of red dragonfly is the macro-economic depression in China, the slow demand for consumer goods, the serious homogenization of products in the footwear industry, and the fierce competition in the market.

The most famous shop closes most.

Reporters in the field visit found that the "cold current" can be seen everywhere.

In the streets of less than 800 meters from the junction of Andingmen in Dongcheng District, many stores have posted notices of "withdrawal from sale".

In addition to the red dragonfly, there are three cashmere sweater shops and a men's clothing store. A good neighbor convenience store has been closed down.

In the streets less than 800 meters away from the intersection, many of the physical stores have been withdrawn.

Not only small entities, but also big stores are closing down.

Recently, a list of the latest stores in 2016 has been widely circulated in the market. Among them, the famous super giants and well-known shops are famous, including WAL-MART, Wanda Department store, Marsha general store, Xinhua Department store and other famous department stores.

In addition, the clothing trade tide is fiercely, among which BELLE closes 276 stores, and Daphne closes 757 stores.

LV, Burberry, Prada and other luxury brands have also closed many stores in China.

Statistics show that at least ten stores closed in 2015.

Analysis: the reason for closing shop is not limited to the impact of e-commerce.

As for the characteristics of Chinese stores in 2016, Zhao Hongshan, a marketing expert at Beijing Institute Of Fashion Technology, analyzed the phenomenon that stores were more extensive in the past than in the past, and there were also problems in the areas that had advantages in original stores, such as luxury goods, restaurants, fresh products, and supermarkets.

For the reasons for the decline of physical retail, Zhao Hongshan believes that not only from the impact of the electricity supplier, but also the rise in operating costs, there are also reasons for the real economy downturn, the real economy growth slowed down, labor costs, rental costs, higher taxes and fees, nibbling the original is not high profits.

In addition, with the gradual growth and growth of new consumption forces such as post-1980s and 1990s, the impact of emerging consumer groups on retail industry is more and more obvious.

According to Taobao statistics, the proportion of consumers under Taobao under the age of 24 has reached 35%, and the group of post-90s sellers has gradually formed a scale.

The shopping habit of this group is to get information easily through the Internet, complete the search, price comparison, and communicate with the seller at home, pay the order online, and then wait for the door-to-door delivery.

Trend: expanding online and offline sales channels

In the case of solid retailing, the full channel construction will help to regain its growth momentum.

Full channel retailing is not a gradual adjustment of retail industry, but a strategic reorganization through channels. Under the background of data-driven shopping scene, category allocation, logistics and warehousing in full channel retailing, the formation of consumer portraits begins with data collection of different sales channels, including online stores, mobile terminals and offline stores. Then, further tagging of goods purchased by consumers is used to form a commodity portrait. Finally, a consumer portrait is created based on consumer behavior data.

This can not only achieve real-time prediction of consumers' needs, but also monitor consumers' preferences for a long time.

Compared with the electric business enterprises, the traditional retail enterprises should give full play to their advantages in building up the logistics distribution system and creating a vivid and intuitive customer experience, so as to make up for the lack of their own Internet operation experience and realize differential competition.

Experts suggest that large retail giants are also trying to diversify their businesses while consolidating their retail businesses, and improve consumer penetration through multiple perspectives.

Such crossover also makes competition expand from retail competition to the preemption of multi scenario consumer resources. Financial, entertainment, local services, social networking, logistics and so on have become consumers' entrance, and the pattern of diversified competition is gradually emerging.

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Observation: business model innovation is the survival foothold of enterprises.

The brand phenomenon of red dragonfly and other private enterprises is only a microcosm of the survival of many brands under the current situation. We certainly can not conclude that the traditional brand of red dragonfly is at a dead end.

But is it true that the spirit of "big craftsman" is the driving force for a brand to survive and grow in fierce competition.

Many traditional retail businesses conform to customer needs and develop business models.

According to the special survey conducted by China Chain Store Association and DDT for online retail enterprises, more than 60% of the surveyed enterprises believe that the innovation of business mode will be one of the main challenges facing the future development of enterprises, and nearly 1/3 of enterprises are listed as the primary challenge for enterprises.

Report analysis pointed out that the new model is expected to become a new growth point of online retail enterprises.

In addition to cross-border electricity providers, more than half of the surveyed enterprises plan to take the two rapidly growing areas of mobile end shopping and cross-border electricity providers as their main development strategies in the next three years, and information system input, logistics construction, process integration and financial services will also become the strategic foothold of some enterprises.

But all this is not the foundation of the development of enterprises. The fundamental force for the survival and development of enterprises is whether they can "bite the green hills or not relax" and stick to their original intention.

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