Nearly Half Of Xidan'S Lafayette Department Store Has A Dismal Business.

At 12:10 noon last Sunday.

Business circle has come to the most exciting time in every week. The 5 floor of joy city is waiting for customers at the gate of Lukang Town store. It has called number 235, blocking the door of elevator.

Whether it's a western restaurant or a Chinese restaurant, the queuing at the gate has become the common feature of dozens of restaurants in the 5 floors of Yueyue City, and the sound of the crowd has already covered the sound of broadcasting in the shopping mall.

Just across a road, it was very quiet in the old Buddha's department store on the northeast side of the city.

At the same time, the same meal is also the 5 floor of the shopping mall. There are many empty seats in the old town of Lukang, but the doorman also has the number book, but there is not a number on it.

Most of the restaurants in the mall are quiet as well, and nearly half of the stalls in the large subterranean eating area have been shut down. Less than half of the seats in the large dining area are occupied by customers.

Although the promotion efforts were intensified, at the end of the year, the old lord of Buddha's Department continued to "hobble" in the busy season of the department store. After the departure of the Samsung experience shop, many restaurant brands also left.

"Buyer" mode has not been recognized, "light luxury" positioning is difficult to gather popularity, and the amount of loss is increasing.

The second time to enter the capital market, the Department of general merchandise once again encountered a survival problem after more than a year of business.

What is the reason behind it?

In busy business circle, the passenger flow is scarce.

"Next month, our restaurant stalls will also be withdrawn. There is too little traffic and no money at all."

Chen Jun (a pseudonym) is the stall owner of a stall in the great diet of Lord's department store. He has decided to evacuate after more than a year of operation.

Lafayette department store, which is known as Paris department store, was born in 1893. Its headquarters is located at 40 Osman Avenue, Paris, near The Paris Opera House. It is famous for selling famous luxury products and designer products. It is regarded as one of the most fashionable department stores in the world.

In the 10 month of 2013, when Chen Jun opened his business in Xidan, he was exulting.

He told reporters that, as one of the two most famous business circles in Beijing, Xidan's stalls are absolutely scarce resources.

Chen Jun started taking part in the investment in department store, but the gold investment he thought was not rewarded.

He said that the key to making profits like a stall like him is popularity. Only when people flow up, can the profits of small profits be depended on the large amount of running water. However, after the opening of the Department, the popularity has not been high and consumers are few.

"At first I thought it was because the mall was just opened, and later it was discovered that losses had become normal."

He said with great pain, "now the water in the stalls is less than 5000 yuan a day, and it is not even comparable to the stalls in such a business circle of Wangfujing. Even the small restaurants that specialize in white-collar lunch in Jian Wai SOHO are not comparable.

Nearly half of the stalls in the large subterranean layer of the suburban area have been closed recently, and the rest of them have poured water to reporters.

It is not just the catering industry that is difficult to operate because of insufficient passenger flow.

"Our store's passenger flow is almost the lowest in all stores in Xidan."

As a rare "face cooked" brand in the Department of general Lafayette,

The business of clover stores is also bleak.

The salesperson in the shop told reporters that the daily passenger flow in the shop was less than 100 people on weekdays, while the number of passengers on weekends and holidays increased, but there was a difference of one hundred and eight thousand miles compared with other brands in Xidan commercial street. The volume of passenger traffic and turnover were not enough for 1/5 of Xidan's happy city store.

Although French designers have just updated the window design, the situation of scarce passenger flow has not improved.

Last Sunday afternoon, in the hundreds of merchants from the first floor to the four floor, there were 5 or more consumers in the shop. Compared to the bustle of other shopping malls on the street, the whole Buddha's department store seemed to be stillness in silence.

The results of the I.T group's earnings report, which accounted for 50% of the fashion retailers, showed that as of last August 31st's first half fiscal year, the loss of Xidan shop in the Department of Lafayette department continued to expand to HK $20 million.

The "buying system" and "light luxury" are hard to come by.

The location is superior, and its brand is also loud. Why can't the old Buddha's department store in Beijing attract consumers again?

"There is still a problem with the positioning and business mode of Lord Buddha."

Ding Haozhou, a senior retail expert, told reporters that old Faye department store first entered China in 1997, and the store opened in Wangfujing. At that time, the location of the old Buddha was a high-end customer. The high-end positioning was incompatible with the domestic consumption environment and the commercial atmosphere of Wangfujing at that time. The excessive loss led to the dejected retreat of the old Buddha a year later.

In the 2013 year, old Buddha came back and entered the Xidan commercial circle with more fashionable taste. This time, he joined the new I.T group of domestic retail industry, and positioned himself in the high-end luxury shopping mall, neither attacking the international brand and luxury market like starlight, nor attacking the fashion public consumption.

In the original design of the Department of Lafayette department, the differential positioning of this "light luxury" will bring the consumer groups that are different from them.

In order to create "light luxury", Beijing has adopted the "buying system". The more than 500 fashion brands in the store are more than 300 brands bought by the buyer team from around the world, of which more than 200 brands are introduced into China for the first time.

In this way, the Department of Lafayette wants to convey a more advanced concept to consumers in Beijing. However, the department stores left more impression on consumers than high-end ones.

Ding Haozhou said that foreign consumers are very fond of some personalized exclusive purchases, so the "buyer system" works well.

However, domestic consumers like to buy brand names that are popular and popular. Because of the small number of products and the high reputation of the whole brand, buyers are hard to get the favor of mainstream consumers in China.

In old Buddha's department stores, the price of goods is less than 1000 yuan, and many commodities are priced at tens of thousands of dollars, not only blocking the pace of ordinary consumer groups, but also higher than the so-called "light luxury" consumer groups most people's spending power.

Getting rid of embarrassment is not easy to achieve pformation.

Faced with operational difficulties, pformation is inevitable, at the end of last year.

For the first time, CEO was appointed for Chinese companies. In this spring's pre consumption season, Lord Buddha also launched an unprecedented 70 percent off discount, and launched the old Buddha's ole channel to set foot in the electricity supplier market.

"We are adjusting the business status of the shopping malls, including catering and department stores."

This is a series of reforms this year, including the adjustment of catering formats and the introduction of more Chinese designer brands.

However, in the industry view, the prospect of Buddha's pformation is not optimistic.

"Its positioning is difficult to rise and difficult to drop, and it is very embarrassing."

Lai Yang, Secretary General of the Beijing Business Economics Association, said that if you want to return to high-end positioning, its atmosphere is difficult to integrate into the Xidan business circle, and it is not easy to reduce its position and compete with rival such as joy city and Han Guang.

Lai Yang told reporters that for the old Buddha's department store, the most important thing now is perhaps to improve consumers' accurate cognition of their brands and change the brand positioning of "strange and high price" in consumers' minds.

He said that in addition to adjusting the brand of his own business, the Department should also start from its unique "Paris fashion elements" to create its own special activities and products, so as to truly achieve differential positioning.