Analysis Of Clothing Sales Situation Of 50 Large Retail Enterprises In 2013

According to the statistics of the China National Business Information Center, the retail sales of 50 major large retail enterprises increased by 9.5% in the month of 2013 1~12, representing a 0.8 percentage point decline from the previous year. Among them, in December, the sales volume of 50 key large retail enterprises grew by 8.8% under the promotion of individual enterprises. Clothing sales in December grew by 2.5% year-on-year.

　　 Throughout 2013, the first theme of the sale of large retail enterprises is: Policy

The central government has issued a number of policies that severely punish corrupt practices, such as waste of corruption, public money, gifts and consumption, and so on, which have a certain impact on the consumption of large scale retail enterprises, the sale of luxury goods and luxury goods.

According to the statistics of the China National Business Information Center, in 2013 1~12, the retail sales of clothing increased by 4.1% over the same period last year, and the growth rate dropped by 5.9 percentage points from the previous year. The contribution to the overall retail sales decreased from 31.4% in 2012 to 13.8% in 2013, down 17.6 percentage points, of which the sale of men's clothing category was the most obvious, and the retail sales volume decreased by 0.6% year-on-year, far from the 11.3% growth rate in 2012 and the 22.9% growth level in 2011.

Viewpoint: with the Spring Festival approaching, shopping cards will usher in the annual sales season. However, the reporters interviewed on a daily basis found that at the beginning of the year, the major department stores in Beijing did not usher in the peak season for the sales of shopping cards, and some of the shopping card sales fell by three or four. After the introduction of a number of clean government regulations, sales of general merchandise shopping cards were indeed affected. The domestic consumer market began to return to mass consumption. Department stores should timely change their business models and service concepts, and pay more attention to the personalized needs of mass consumption.

Needless to say, the days of luxury goods in 2013 are not very good, but more often than not, the reason why Chinese consumers are more rational is that the overall consumption of luxury goods in China is weakened. According to statistics from Exane BNP Paribas, Paris, the whole China China region now accounts for 1/4 of total sales revenue of Louis Vuitton, 35% of total sales revenue of Cartie, or even 45% of total sales revenue of Omega.

　　 Throughout the 2013, the second theme of sales of large retail enterprises was panic buying.

According to statistics, in 2013, the international gold price dropped by nearly 30%, and the gold rush from April almost lasted until the end of the year, which led to a large increase in sales of gold, silver and jewellery commodities in large retail enterprises.

Viewpoint: the occasion of rush buying is far more than the gold counters of domestic department stores, and also appears on the "competitors" of domestic department stores. The electricity supplier side is on the one hand, the electricity supplier orders and trading volume continues to climb. On the other hand, consumers are buying and crowding in front of the computer screen. In 2013, the "double 11" 35 billion yuan report card made the domestic retail enterprises jealous. On the other hand, in terms of overseas consumption, a tax-free shopping advisory company called Global Blue claims that Chinese consumers are expected to be the largest overseas consumer group in 2013, with a per capita consumption of 1367 pounds (about 13575 yuan) per person.

Envy, jealousy and hate can only be useless. Knowing the gap and how to make up for it is the top priority for the retail industry under the domestic line. For example, in service, many shopping malls abroad have prepared various kinds of intimate services for consumers queuing up for grabbing goods, such as providing drinks and food, or arranging various performances. Take London's most famous Harold department store as an example. They provide hot drinks and snacks for hot queues, such as hot chocolate and smoked salmon rolls. They also invite bands and street magicians to perform for consumers. These are worth learning from domestic shopping malls.

　　 Throughout the 2013, the third theme of sales of large retail enterprises is: promotion.

Over the past two years, under the impact of online sales, the passenger flow of large retail enterprises has decreased significantly, coupled with the impact of policies, the growth pressure of sales faced by large retail enterprises has been further increased. In dealing with the difficulties and coping pressures, large retail enterprises have greater sales promotion and stronger purpose.

In 2013, the promotion of large retail enterprises, the discount rate, the full delivery rate increased significantly, at the same time, the promotion of further normalization, and in line with the competition of enterprises, large retail enterprises even appeared "big promotion", "no Festival" phenomenon. According to statistics, in 2013, the price of clothing sales of 50 large retail enterprises decreased by 2% compared with the same period last year, which is in sharp contrast to the 10% growth in previous years. Although sales promotion did not lead to a significant increase in clothing retail sales, the sales volume of clothing sales increased by 1.7 percentage points over the same period in 2012, reaching 6.4%.

Viewpoint: under the influence of the big environment, the consumers of traditional shopping malls are decreasing. Shopping malls can only choose promotions to stimulate consumers' desire to buy, but this is obviously the next strategy for solving the problem. It may even be said that sales promotion has become a poison that affects the development of the industry. Businesses are getting deeper and deeper, and consumers are already accustomed to it. They even form a habit of not promoting sales and not spending. In the long run, the development of the whole department store is unfavourable.

In addition, endless Discount promotion It also hurts brand value. Prada chief executive Patrizio Bertelli said the department store industry was too cheap and often discounted to hurt brand value, so Prada Prada would rather sacrifice sales than go to more department stores. Patrizio Bertelli criticized the department store for focusing on its own inventory and sales and promoting sales through endless discounts.

　 Throughout 2013 Retail enterprises The fourth theme of sales is transformation.

Sales growth declines, passenger flow declines, external shocks are part of the reason, and more importantly, the attractiveness and competitiveness of retail enterprises are declining. In 2013, large retail enterprises adopted various ways to achieve transformation.

First, mergers and acquisitions, closing stores and restructuring enhance competitiveness. In 2013, Wangfujing bought spring department stores, Cui Wei integrated contemporary shopping mall and Gan Jia Kou general merchandise, Bailian Group reorganized its Bailian shares and friendship shares, etc. Second, O2O transformation, some large retail enterprises used diversified marketing such as micro-blog, WeChat and other social new media to realize the coordinated development of online and offline; third, adjust the commodity structure, and large retail enterprises increased the area of dining and entertainment to drive passenger flow on the business structure.

Viewpoint: 2013, the "cold winter" that is known as the department store is insufficient. Most of the department stores are experiencing a decline in performance, and some of them have started to lose money. The problems faced by traditional department stores are weak consumption power, serious homogenization, and electric shock. Undoubtedly, the department store industry needs transformation and innovation to develop with differentiation. At the same time of transformation, the merger and reorganization of the industry has also become a probability event. However, M & A is a good way to increase the economic strength of enterprises, promote enterprise expansion, pursue economies of scale and gain monopoly profits. But due to the complex situation of retail business, we should be especially careful at this time.

O2O has opened up a new perspective of traditional retail enterprises, which is different from the passivity of the PC business era. The traditional retail enterprises in the mobile shopping era are actively embracing the opportunity of technological change, allowing consumers to re recognize the value of physical stores, but the progress of transformation is still at a preliminary stage, and the process of transforming into real profits will surely accumulate after a certain amount of time.

Experiential formats began to spread from a few years ago, especially in 2013. The increasing number of restaurants and entertainment shops will have a "gathering effect" for shopping centers, which will be beneficial to the future development of shopping malls, but it should also be enough.