Department Stores Will Not Retreat. Happy Experience Is The "King'S Way".

Almost every city has or has once had a commercial landmark department store, which records the changes of a city and the prosperity of business, and also bears the memory of many people's growing up.

However, with the rapid growth of China's economy, after more than 10 years of rapid development, the traditional department stores are showing signs of weakness and development bottlenecks. The latest data released by the Chinese general merchandise Association show that the total sales volume of the 81 large and medium-sized department stores in 2012 is 228 billion 270 million yuan, up only 8.92% from the same period last year. Compared with the average annual sales growth rate of department stores from 2006 to 2011, the growth rate of the department store industry in the whole country in 2012 declined significantly in 16.5%. At the same time, Taobao Alipay created a record of 19 billion 100 million yuan per day during the "double 11" period last year, which is almost the same as the sales performance of a retail chain group.

In the next 4 years, more than 50 commercial complexes will be added to Hangzhou city. The total scale will reach nearly 100. When the happy life will be more convenient, many people are thinking at the same time: what kind of competition pattern will appear in the future cities? How can the traditional department store industry change its share in the tug of war with the electricity supplier? How should the commercial complex break through?

　 Department stores will not retreat.

"Are there so many commercial bodies in Hangzhou? Why do I always feel like I have nowhere to go and nothing to eat?" Miss Zhu, who works in an e-commerce company in Western Hangzhou, told reporters that the colleagues working in the city and Qianjiang new town would be much happier. The upstairs department store and the Mixc, Qianjiang New Town, have been dubbed "white-collar high-level canteens".

Coincidentally, whether it is the West Tian City opened recently, or the impression city on the ancient Pier Road in Hangzhou, catering and entertainment are the hottest plates in the body, and this distinction between cold and hot is especially evident in the weekend. Reporters in a few weeks to the impression city and Vientiane city "point", found that most restaurants in the "meal point" need to queue for half an hour to wait until the location of the location, like the second movement of such a popular hotel, it will issue a meal number, arrange a number of service personnel maintain order. But department stores and some monopoly stores are relatively cold.

It was once widely recognized by the industry as the golden ratio of department stores, entertainment and catering in shopping centers. But obviously, such a rule is being broken now. Vientiane built a real ice rink. Food and entertainment are becoming more and more important for shopping centers, and the shopping centres of department stores have been shrinking.

"A business like the Mixc has 50 restaurants and entertainment facilities that are the best. Recently, a commercial complex in Shanghai has set the number of catering businesses in 200, while reducing the size of the department stores." Hangzhou City, a shopping mall official told reporters, in the current era of the city complex, a variety of shopping centers everywhere, "homogenization" has become a headache for all complex operators, and department stores because of the same brand, the shopping center rich brand can contribute less and less, resulting in many shopping centers in adjusting the direction of operation, all consider reducing the size of department stores and expand the scale of entertainment and leisure shops.

In an interview, a shopping mall Clothes & Accessories The salesperson of the counter told reporters: "our brand positioning is high and middle income group, the price is high, but at least 30% more discount can be bought on the Internet. Many people come to us to try out the copy number and leave. Now there are many such people, but there is no solution. "

Yao Jingyuan, the former chief economist of the National Bureau of statistics, once said at the China department store summit that convenience consumption and innovation are very important in the department store industry in the future. Innovation is productivity, and innovation is profit. In addition, e-commerce can not sweep everything, because shopping itself is a kind of life. Don't take business too simply. Don't think business is business. Business is full of cultural connotations. As long as we work hard in this area, the department store industry can not be replaced by electronic commerce. Similarly, for more and more commercial complexes, competition is inevitable. Innovation is the only way to transform.

　 Happy experience is the "King's way".

E-commerce has brought a great impact on traditional department stores, but retail sales are still the main way of consumption for many consumers in the province. Shopping is still an inevitable choice in everyone's life. The delisting of a small number of shopping malls is mainly due to the disagreement between the location of the mall and the city, and some enterprises themselves have not been able to find their own survival points in the market, resulting in the reduction of passenger traffic, and there are many other factors, such as disputes over the lease contract, the rise in costs, and even internal adjustments. But in the 2012 figures, the retail industry is still in a good position. " A shopping malls in the province told reporters.

Related industry sources revealed that the failure of some department stores is a business reason, which has nothing to do with the industry as a whole. However, in terms of the development trend, the department store industry has seen a slight increase in the current situation, and the overall profit of the industry has been declining, which has dropped from 8% in the early years to about 3%, and the 100 cargo industry has become a small profit and quick turnover industry.

"Once the department stores, from the earliest" one grasp "to the later" discount coupons "sales promotion, have let customers crush the counter, the deep reason is to create a" stimulating "sensory experience from different aspects. Now, consumers are tired of the old experience, so the department store industry, or the commercial complex, will begin to transform the new experience. An analysis of relevant officials of intime department store shows that many commercial department stores do not have their own brands and good brand combinations, and do not have the uniqueness and uniqueness. If shopping centers can't get richer brands and exclusive labels through department stores, then they should look for other labels. "Full range of experience and multi-functional satisfaction is the direction of Hangzhou's commercial development."

"Let consumers come in with money, spend money to go out, but do not necessarily carry things. That is to say, the consumption of entertainment, film and television, catering and so on is also enough for consumers to enter the commercial complex, and not just simple clothing, electrical appliances and other products in the income generation. In fact, at present, the proportion of sales of clothing, electrical appliances and other products has been getting smaller and smaller, even not the main growth point in the large shopping complex. One industry insider told reporters that "the main shops of traditional commercial development mode account for a large proportion, which seriously restricts the growth of value at the later stage of operation. Such as Wanda early main store accounted for up to 70%, while Huarun less than 40%. At present, Wanda Plaza has adjusted the format, catering accounts for 40% to 50%.

At present, the large complex of our province is also quietly transforming. In many commercial complexes, customers are not allowed to enter through commodity price competition, but by "experiencing" and "serving" customers. In the future, many people will put life and leisure in the commercial complex, so we should be more imaginative. In addition to providing daily commodities to people, the future commercial complex will provide people with experiential services, provide entertainment and leisure space, and intertwined closely with entertainment and catering industry to form a comprehensive set of consumption, entertainment and leisure. The shopping environment will be more comfortable, cheerful and fashionable, which is why the Mixc is popular.