Single store department store case of "cold" department store industry will go where?

Pacific Department Store closes its doors and “goes out” in Beijing, and Guangzhou’s department stores in the South are far behind. Near the end of the year should be the peak season for commercial consumption, but the Yangcheng Department Stores are collectively hidden. Recently, Guangzhou department store industry veterans revealed that following the first three quarters of this year, the total retail sales of consumer goods in Guangzhou dropped by 4.7 percentage points year-on-year, Guangzhou department store industry is getting colder and colder, despite the financial statements of several major shopping malls such as Guangbai and Youyi Commercial Building. The development is sound, but since September, sales in several department stores have continued to decline within 10%.

For the "cold stream" strikes, there are industry insiders believe that the traditional department store model similar to the development of Pacific Department Store single store has encountered a bottleneck. In the pursuit of e-commerce, traditional department stores have entered the long-term "winter" brought about by the constraints of development models. However, some people believe that the current decline in the performance of the Guangzhou department store industry is mainly affected by factors such as inflation and export reduction. It is a phased weakness and does not mean long-term decline.

Phenomenon winter sales fell 30% year-on-year, bright sunshine. After the snow had passed, the city of Yangcheng was still in the wind and the sun was lazily thrown to hit people's faces. However, the warm current has not been transmitted to major department stores. The reporter recently learned from a number of authoritative sources that the sales of several department stores in Guangzhou in September and October decreased by less than 10% from the same period of last year, and department stores and bigwigs are worrying about the recent sales of clothing and home appliances.

Affected by rising prices of raw materials and labor costs, the average price for winter clothes this year has increased by 23% over last year. In addition, the hot air brought by the “Autumn Tiger” has not returned for a long time. The winter of Yangcheng has been late, bringing winter sales to a slump, and the market consumption has been a bit cool. Many shopping malls in Guangzhou said that the apparel sales volume has dropped by 30% year-on-year.

There are clothing mall officials said to reporters: "In Guangzhou, fashion brands winter clothing has been listed on the end of September, because the weather is hot, has not really sold. In addition, this year's winter sales are still facing more difficult things, that is, the Spring Festival came early, the Spring Festival After the end of the winter season, the sale will begin at the end of the season. This means that the sales time in the early winter period will be shortened."

A brand clothing owner sighed: "Not only Guangzhou is not cold, the north is not cold. Our clothing from the north to the south, and from south to north, or no sales peak."

The overall sales trend of household appliances was sluggish. At the same time, the reporter found that the promotion of the electrical appliance market also spread a market signal: the sales of electrical appliances were not ideal. According to industry insiders, the performance of home appliance stores in this fall has not been across the board, and the overall trend of traditional household appliances is weak.

"Small appliances to the lowest 4.5%, home appliances discount is as low as 7.2% discount. Last year, department store sales of appliances up to 10% off." A department store sales staff frankly, real estate downturn, inflationary pressure, home appliance sales are also blocked . This year’s home appliance discounts are the largest in years. Although sales have increased year-on-year, sales have not yet reached the expected target.

According to reports, sales of electrical appliances had double-digit growth year-on-year in the past, and sales in the first half of the year were flat year-on-year, or only single-digit growth. And some home appliance stores in the center of Guangzhou, this year's sales even appear a year-on-year decline.

The industry believes that the property market continues to lose ground, real estate is sluggish, people do not move, rigid demand for television, refrigerators, washing machines and other appliances are difficult to sell. On the other hand, consumer stimulus effects such as old-fashioned exchanges are declining, and new products have failed to attract electrical upgrades.

Exploring the impact of the overall economic situation on consumers' purchases Xie Shiping, managing director of Midea Department Store, told reporters that the international and domestic economic conditions have been less than satisfactory and overall demand has declined. At present, the domestic property market, the stock market is in the doldrums, and commodity prices are high. This series of phenomena is reflected in the relatively lagging retail market. It cannot be seen in the first few quarters, and the impact has begun to appear in the past two months.

Xie Shiping analyzed that the impact of the macro environment on the retail industry is mainly reflected in two aspects. First, under the influence of inflation, the disposable income of residents declined. High commodity prices have led to increased consumer spending on food products, which has squeezed clothing and fashion consumption space. On the other hand, the economic downturn, consumers are uncertain about the future of things, leading to a decline in consumer psychology expectations, buying desire to reduce impulse.

According to Xie Shiping, although the decline in the department store industry is phased, the impact of the current situation will only begin at least until the first half of next year.

Online shopping hit the department store industry was hit "I have been optimistic about the style on the Internet, to the mall is to try the size." Shopping up to the king ** told reporters that the past two years they often wash their clothes on the Internet, the same brand and style Costumes need to be around RMB 1,000 in department stores and only RMB 200 in online sales. This means that even department stores have a 32% discount compared to online stores.

White-collar Zhang ** also told reporters that before she went to the mall shopping and online shopping is probably half and half, this year, the proportion of online shopping has reached 70%. Not long ago, she fancy a pair of leather shoes when shopping, priced at more than 500 yuan, copy the shoe number, search the Internet, the price as long as more than 200 yuan, the equivalent of playing a half.

In fact, in recent years, the department stores' living space has been increasingly squeezed by shopping centers and e-commerce, especially in e-commerce companies that do not have the weight of store rental costs. They have lower prices for consumers and make it more difficult for them to operate. The department store industry is hard to see.

White-collar workers, etc., mainly bought people to make a move to the Internet, which led to a doubling of autumn and winter sales of online stores this year. Statistics from Taobao.com show that this year's Taobao sales growth in autumn and winter equipment, the overall level of double the growth compared to last year, there are several categories even more than three times the same period last year.

A few days ago, the person in charge of a large department store in Guangzhou said that the rising cost of labor, property rents rose, and the purchase costs in the upper reaches of the supply chain increased. Traditional department stores are generally difficult to do. Compared with the same period of last year, the department store sales not only did not increase, but the overall decline of less than 10%.

In order to complete the sales task at the end of the year, large-scale promotion campaigns for department stores have long been "opened." It is not surprising that 50 percent of new products have been sold, and competition has become increasingly intense.

Responsible for the specialization of accelerating department store sales, Guangdong Branch has become a leading retailer of department store chain stores. In recent years, Guangbai Group has actively promoted diversified and differentiated and rapid development. In terms of operating formats, it focuses on department stores as the core, linking shopping centers and supermarkets. Simultaneous development of electrical appliances, online shopping, and product distribution will be the main target of theme shopping malls, forming a rich business portfolio of consumer services. On November 18th, Guangbai Electric Co., Ltd. under the Guangbai Group entered the sixth floor of the East Metro Department Store, covering an area of ​​approximately 1300 square meters, becoming the first fashion boutique in Guangbai Electric.

It is understood that Guangbai Electric fashion boutique electrical appliance store is based on the concept of “fashion, environmental protection, energy saving, and safety and health”. On the basis of complete categories, each type of product only picks the top five brands and sets up five major regions. Fashion star lineup. Guangbiao shares CEO Huang Yongzhi said that in the future, Guangbai Electric will flexibly open stores in various forms such as specialty stores, shopping malls, and department stores, and rely on the scale to win. The expansion rate is faster than the expansion of department stores.

In the next few days, Guangbai Group continued to gain a foothold in the Nonglinxia Road shopping district. It successfully won the bid for the mall building of the new building of the old cadre activity center in Guangdong Province. Mirror" theme mall.

It is reported that Guangbai Group will conduct new trials with Guangbai Real Estate as the main body. The first and second floor malls of the project will be “Guangbai·Shangjing” series, which will become the most distinctive and fashionable fashion in the commercial area of ​​Nonglinxia Road and even Guangzhou City. A one-stop shopping mall full of cultural charm, integrating international and domestic excellent eyewear brands, fashion apparel, designer watches and other manufacturers and suppliers, and the two major department stores and other types of shopping malls in the Nonglinxia Commercial Circle are misplaced. Develop together.

In-depth traditional department store model into the bottleneck period?

In the past two months, the performance of many department stores in Guangzhou has fallen. Although the rate is not as volatile as that in the real estate market, the decline in single digits has been sufficient for the department stores that have continued to increase their turnover in the past four or five years. Department stores are vigilant. Does the recent loss situation mean that the domestic department store industry is facing a new winter test?

Some industry insiders even stated that due to changes in consumer demand, the traditional department store model of single store development has encountered bottlenecks, and a new wave of elimination may follow.

Huang Wenjie, Executive Chairman of the Circulation Chamber of Commerce in Guangdong Province, said: “Because commercial real estate has become the focus of hot money investment, shopping malls and urban complexes everywhere are booming, and the overall commercial area has increased geometrically. Most importantly, consumer demand has followed. With the change, the demand from consumers to shopping malls has changed from simple shopping to multi-functional support that requires entertainment, catering, and leisure. Therefore, the survival of the traditional single department store has been greatly challenged and it can be said that it has entered a bottleneck period of development.”

Guangzhou's senior business people also expressed the same view. He believes that the expansion of the Pacific store in the single store development model of the store, the development of traditional department stores sounded the alarm.

Some retail analysts also pointed out that the current department store industry's brilliant performance must guard against labor costs, store rental costs, etc., which intensify the erosion of profits, and offset the results of the increase in business efficiency. Many analysts believe that we must be alert to the slowdown in consumption growth in the second half of the year, and the continuous rise in labor and property costs pose risks to the development of the department store industry.

Xie Shiping, the managing director of Medong Department Store, agreed with this statement. He believes that by the end of the year, this risk has already been reflected in the department store industry, and the profit space of enterprises has been continuously compressed. The main manifestations are: First, the cultivation period of new stores is lengthened; second, the pace of development of department stores is slowing down.

Where will the department store go?

Faced with various pressures, will the department store industry decline? Where will you go?

Xie Shiping analyzed that department store formats will not decline, but how to position science and how to operate is the key. As a department store, it sells brands, fashion, honors, functions and environment. However, in different regions, such as the suburbs or the city center, how to highlight their own characteristics is different. Department store operators can only survive by finding the operating characteristics that best suit their own development.

There are also people in the industry who believe that, in the following, the department store industry will develop in the direction of close integration with the real estate. For example, entering a shopping mall or building a shopping mall. In addition, the other direction of the department store industry development is the refined specialty store model. These specialty stores are designed for specific consumer groups and have a small operating area.

It is reported that Hong Kong's New World Department Store has begun to try in this regard, its department stores are divided into fashion, women's department stores and other different types of professional department stores, made great success in the Shenyang market. The reporter found that after the capital increase, Guangbai Co., Ltd. first purchased funds for the property of the New City, and made the shopping center one of the key development projects in its development goals. At the same time, Guangbai has begun to accelerate the development of specialized chain stores such as GBF, Guangbai Electrical Appliances and Guangbai Supermarket.