The Department Store Industry Will Reverse Its Adversity.

Only a short while ago, Department store Shopping malls are a symbol of urban prosperity, and the best place for citizens to enjoy their leisure and entertainment. Today, traditional department stores have been attacked by three major shopping centers, urban complexes and electric providers. Or renamed, or shut down or renovate, the adjustment of the national department stores has sprung up like mushrooms.

Changes in the market environment and competition in many formats prompted the department store industry to start a "transformation storm."

Not long ago, China's general merchandise business association's statistics on 81 large and medium-sized retail enterprises in China showed that last year, the sales volume of department stores increased by only 8.92% and profits decreased by 6.14%, while the average sales volume in department stores increased by 16.5% during 2006~2011.

Along with the decline of sales performance, all department stores in the whole country have been greatly adjusted, and the withdrawal and upgrading of stores have become an important key word in the development of department stores.

In June 16th, the "Zhongyou department store", located in Xidan Business District of Beijing, was officially renamed "Han Guang Department Store". This is not only a renaming, but also indicates that they should change their names by renaming them and completely jump out of homogenization competition. In recent years, the development of Shanghai's department stores has also encountered unprecedented setbacks: first, department stores such as Huaihai, Jinye commercial, Jinlihua, and spring department stores have been closed down. At the same time, Beijing Cui Wei Department store and Hualian Shopping Center have carried out brand upgrading.

One of the malignant tumors behind this series of adjustments is the serious homogenization of domestic department stores. It is reported that the top ten sales of women's clothing brands are visible in more than 60% of the country's department stores. Therefore, department stores often give consumers a sense of "store side by side". All major department stores are aware of the necessity of transformation, but there are different choices about how to turn to where they are going.

　　 Direction 1: avoiding homogeneity

Designer brands become popular

If the basic reason for the decline of department stores is homogenization, the introduction of more contemporary and creative brands can be regarded as a good way to stimulate the vitality of department stores without stimulating the masses.

Unified shopping mall "standard" brand It is hard to arouse the real resonance in the current personality oriented consumers. At the same time, people are no longer satisfied with the fast fashion brands such as ZARA and H&M. As a result, the designer brand of personalized clothing has appeared in fashion department stores, which is driven by the designer's personal charm.

Now, many designer brands that have been seen in the art district or on the street have gathered together in the shopping mall. Local designer brands are emerging, such as the auspicious auspicious introduction of the blue harbour, the Donghu tiger imported from the Oriental new world, the gifen introduced by the Beijing Seth shopping center, and the introduction of Ji Cheng and Liu Lanyu from the new world women's department store. The positioning of these brands coincides with the needs of the shopping malls, and even has become the backbone of the mall.

This phenomenon is by no means accidental. The director of a shopping mall in Tianjin once told the reporters that there are designer brands in Tianjin friendship Xintiandi square, Le bin department store, Lotte Department store and so on. Among them, Shenzhen is one of the first designer brands in shopping malls in the world. According to its introduction, a unique brand like Euro bran has been accepted by local citizens. Sales momentum is good in the mall, and the fixed customer group is growing stronger.

In addition, Suzhou Taihua mall has also adjusted recently, introducing many designer brands in mainland China, Hongkong and Japan, such as ZUCZUG, 22October, LAMIA and RITSBLU. According to Su Haifeng, chairman of Taihua mall, "in China, Hongkong, Japan, the designer brand has already taken the lead, and we have slowed down more than one shot. If we say that the top brand represents luxury and enduring classics, then the designer brand is full of taste and individuality." {page_break}

Su Haifeng also said that this time the floor brand adjustment will fit the urban white-collar's pursuit and yearning for simple life, and establish a white collar fashion exclusive zone.

Yang Xiaoxia, the manager of the little ladies' floor in Zhengzhou general store, said: "this year's brand adjustment is very symbolic. It is the introduction and accumulation of a large number of local designer brands, and the less elegant floor has formed a distinct personality area."

In fact, the department stores in the second tier cities in China have carried out brand adjustment this year. Many department stores have incorporated local designer brands into the list of importing brands, and even specially designed for the designer brand.

When asked about the advantages that a large number of designer brands would bring to the shopping mall, Zheng Xiaoxia said: "designer brand has a high degree of fashion and recognition. After a long period of accumulation, the designer brand area will attract many urban women with unique fashion and beauty by the word of mouth effect, which is a powerful embodiment of differentiated positioning."

In fact, with the maturity of consumer psychology, designer brands will win their loyal customers and establish new market positioning and image for their department stores.

　　 Direction 2: stones from other hills

Wait and see buyer system

As international department stores gradually enter China, the buying system is also quietly testing the domestic market. Similar to the situation of China's department stores, the international department store industry has also experienced a downturn. A large part of the department stores that break out eventually are buying hands. Does this imply that the Chinese department store industry will also usher in a new form of operation of the buyer system?

After 6 years of withdrawal from Shanghai, Lian Kai Fu Department store, a popular buyer of the buying system, restarted the expansion plan of the mainland: starting from this year, it opened three new chain stores in Shanghai, Beijing and Chengdu. Coincidentally, the world-famous Paris old Buddha's department store, also known as the buyer's system, once again took root in Xidan Business District of Beijing. This round of buying and selling department store shopping is facing the transition period of China's local department stores. It also brings new challenges to the transformation of domestic department stores.

As a "fashion godmother", the status of link Crawford in Hongkong is not to be underestimated. Its business model is that every year, professional buyers will search products around the world and sort them out and store them in stores. Lane Crawford set up a central shopping center to provide services for various stores. At the same time, each store supervisor will participate in the purchase process of the central purchasing mobile phone. In this mode, the display in department stores is not based on brand, but in different styles.

While Lane Crawford is speeding up the expansion of the mainland, in recent years, NOVO fashion department stores, well-known brands I.T and CPU, Thailand retail giant Shang Tai banner boutique department store ZEN and other buyers have also accelerated the pace of opening stores in Beijing, Shanghai, Hangzhou and other cities.

However, since 2012~2013, NOVO fashion department has been frustrated repeatedly. After the Beijing NOVO department store Wangjing store crashed, Chongqing's first NOVO department store China World Trade Center shop was officially closed in November 30th.

NOVO department stores have been targeting 20~35 minority customers, who are interested in fashion but limited in purchasing power. The buyer has a higher business risk. The mature buyer team has a long training cycle and high cost, which indirectly increases the commodity price. If long-term pressure is pressed, the financial pressure of shopping centres is self-evident. {page_break}

But while closing down some stores, NOVO department stores have been doing well in some cities. NOVO PIUS is one of the forms of self concept of NOVO department store. There are mature shop store experiences, and it has been 10 years since the implementation of the "buying system". The store has gathered popular brands. Currently, the sales volume is very high in Shanghai and Guangzhou, and the future development of NOVO department stores needs to wait and see.

With the growth of Chinese consumers, the timing of the buying system has matured. In China, whether the buying system can survive for a long time and win the development opportunities has always been an industry trend closely watched by local department stores. Nowadays, the department stores in the mainland have fully implemented the buying system, and it is not yet clear whether they are hesitant before buying the system or whether they have evaded the risk of development or lost their development opportunities.

　　 Direction 3: tit for tat

Adjustment of shopping center's full format

A few years ago, there was the concept of "shopping center" in department stores, but the situation at that time was not as urgent as it is today.

After some shopping malls experienced brand adjustment, the corner counters became restaurants and desserts. The women's clothing floor is no longer only a clothing brand. Instead, it moves women's shoes, women's bags, underwear and even fragrance products, jewelry, jewelry and so on, showing a layout like life hall.

At the same time, these stores will break women's clothing into women's fashion, ladies' wear and classic. Women's wear And so on, and then distribute them to multiple floors, and match the corresponding by-product brands.

The introduction of blue island mansion in Beijing, the introduction of new world department stores in Shanghai to the typical examples of Madame Tussaud's and Sega large video game city, all of which tell us that the department stores that only have the shopping function are developing towards a combination of shopping, leisure, entertainment, catering and other functions.

After visiting and investigating, the reporters found that many department stores were undergoing large-scale upgrading and upgrading, including at least 10 department stores in Xidan shopping malls, Wangfujing department stores, Cui Wei building and Guohua shopping center in Beijing. These department stores gather shops and movie theaters around the business circle, forming the strength of large and medium shopping centers to attract consumers. At the same time, large department stores have increased leisure and entertainment functions on hardware facilities, such as planning a variety of activities space combined with studios.

Actually, in the face of compete The quality department store seems to be tired of the "wedding dress" for the owners of the project.

In addition to the Wangfujing, Beijing's other one hundred brands, Cui Wei, opened a high-end shopping center as early as last June. Beijing Hualian also invested 220 million yuan in April last year to set up a main shopping center project development company. The new world department store said that the K11 shopping center of the brand will be landed in Beijing, Shanghai and Guangzhou in the next 5 years. Yintai department also announced that it plans to open 100 shopping centers in the future, and its shopping center in Dahongmen will be opened at the end of the year.

Department stores are working on the same starting line with the shopping center.