Department Stores Cool Down, Re Do "Add" To "Big And All".

In the discussion, the supermarkets were stripped of the supermarkets, electrical appliances were left aside, furniture, sports brands, toys and so on were revoked. After entering the so-called professional field for many years, the managers of department stores finally began to "add" and began to return to the "big and complete" road.

A few days ago, the US East Department Store suddenly announced that it was going to work together. An electric appliance On the six floor, it opened the first electric fashion boutique. Xie Shiping, chairman of the department store in Guangzhou, who has worked in the department store for 20 years, told reporters that the adjustment of this small format has not been completed. After Saeco's Chinese cooking, they also plan to introduce Starbucks and other catering brands.

In addition to the United States and the East, there is also a "100 plus" campaign. The first store not only recently returned to Zhanjiang opened three stores, but also increased the function of catering. In December 2nd, Guang Bai went to another city in Huadu. The new project not only retained shopping, catering and other contents, but also incorporated new functions such as cinemas, entertainment and business services. "Now that a single department store is not in the mainstream direction in a city, instead, it is the concept of shopping center." Huang Yongzhi, managing director of Guang Bai shares, said.

"Subtraction" becomes "addition".

Before it was "subtraction", it now turned to "add". Although it seems to be a return to form, Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, is essentially different.

Huang Wenjie explained that before the "big and full" department store, Management The main body is the same, supermarkets, electrical appliances and so on are all department stores themselves. But now there are Carrefour, Jusco and parkwell in the supermarket. There are Gome, Suning and Guang Bai electrical appliances, and shoes have sidewalks. Even skin care products include Watsons, Wanning and sirland. The whole trend is the operation of a professional company. In addition to running a department store, another department is more like an integrated project integrator.

This trend is more similar to the operation of shopping centers. Our department stores can increase electrical appliances, restaurants, salons, and help consumers expand their customers' daily patronage. Guang Bai in Heyuan and Huadu simply take "new city" as the brand, expand the network in the new area and new city in the form of shopping center, and stimulate different types of passenger flow through the functions of cinemas, restaurants and so on. According to Huang Yongzhi, in the future, stores in the second tier cities will adopt this "shopping mall concept" expansion.

Sales freeze high growth drop

The transformation to shopping mall is quite urgent for a single department store with a certain scale. "The more professional stores are, the more single their business content is, the less the number of consumers will be attracted, and the risk of their business will increase." A well-known department store executive told reporters that the department stores were single and most of the categories could be replaced by increasingly popular online shopping. And online shopping is not subject to time and geographical restrictions. Prices are also unmatched by physical department stores.

According to Nelson's third quarter of 2011 China The consumer confidence index shows that consumers in the first tier cities of 3/4 say they will choose more online shopping. Lang Xianping, a famous economist, has predicted that China's consumption will be M shaped in the future. More than 80% of the consumers will focus on the low-end areas, while the other 16% will concentrate on high-end luxury goods consumption.

Under the dual impact of the economic environment and the online shopping business, the department store industry is ushering in an unprecedented "cold current". Insiders from the Press learned that sales of 9-11 department stores in Guangzhou decreased by 5%-10% over the same period last year. The sales volume of clothing, shoes and hat products of 3000 key retail enterprises in the whole country decreased, and the growth rate in October dropped by 8.6 and 9.7 percentage points respectively compared with September. Parkson's third quarter report also showed that the gross profit margin of the first three quarters of the company decreased by 0.4% compared with the same period last year, which is higher than the group's expected 0.2% to 0.3%.

Industry perspective

Department stores are moving towards mainstream "slow consumption" transformation

"Shopping centers are evolving into places for public sex, social commerce, contacts, and friends and family gatherings." Xie Shiping, chairman of the US East department store, said that this slow consumption and leisure consumption have gradually become another mainstream of the consumer market besides online shopping.

Department stores are too single and too purposeful. To make clear 。 Especially embarrassment is that the homogenization of department stores is becoming more and more serious. Women's clothing, sporting goods, cosmetics three brands repeat rate of 40%, 80% and 70%.

It is reported that, in order to anticipate the expected performance of the year and enter the peak season of sales in December, a number of department stores in Guangzhou have chosen to sell the "winter" in season instead of season. A well-known department store executive said that when it comes to low prices, the department stores do not buy online shopping. In such a situation, department stores should consider the transition from slow consumption to big and all-around.