Do Not Innovate &Nbsp; &Nbsp; Old Department Stores Are Hard To Survive.

Introduction: from the 15 day of this month, the 2-4 floor of the main building (South Building) of the department store is officially reformed. After the renovation in mid August, the department store will welcome guests in the boutique fashion department store.

This is another major pformation of the department store after the launch of the youth hall two years ago. At the same time, it will open two new stores in the Daxing fire temple and the Haidian Bell Temple.

Not only is the department store, but the Xidan shopping center, which has opened for 80 years, will soon open a new store in Chaoyang District.

Like Wangfujing and Xidan, vegetable 100 has made great progress through the pformation of gold professional shop.

But in contrast, the old shopping arcade, such as Tianqiao shopping mall, Tian'anmen general merchandise and Sanli department store, was left behind in the tide of business development and lingered on the edge.

According to the insiders, the shopping malls, such as talent, capital, location and word of mouth, have been lagging behind. The more feasible way is to lease the property to a business team with certain resources. The latter will introduce the brand to the shopping mall.

Passenger traffic surged and sales surged. This is the biggest harvest that the Department Store refitted before building the main building.

Many consumers say that the department store has not been so popular for a long time.

Last weekend, despite the heavy snowfall in Beijing, many tourists still gathered before the bronze statue of the landmark building of the department store, and took the opportunity to take a group photo with Zhang Binggui.

As soon as we entered the gate, the dense passenger flow came into view.

Reporters stayed at the main entrance for 10 minutes to make rough calculations. At least hundreds of customers came in and out.

As many customers gather around the floats and counters of different brands to choose products, many floors of shopping malls are crowded.

At the same time, some of the staff responsible for maintaining order are patrolling, while others are watching every move of consumers.

Although shopping malls have already anticipated such a hot situation, many shopping guides have been configured at each counter, but consumers are still far from enough.

Reporters at the scene saw that consumers waited for shoes and fitting tests for a long time.

Moreover, some brands of goods have been sold out because of hot sales, and many shelves are empty.

According to the reporter, in the days when the mall was cleared, the daily turnover of the department store could reach tens of millions of yuan, far higher than the average level. In the last day of the modification, the shopping mall had created a sales record of 15 million yuan.

According to the insiders, the department stores choose to maintain and reinforce the building during this period. The more important thing is to adjust the brand before the peak selling season, so as to locate consumers more accurately.

At the same time, the modification of the sale also made the sales performance of the shopping mall go up, and played the role of "killing three birds with one stone".

The 80 year old Xidan shopping mall will also open a new store in Chaoyang in May this year.

In addition to rebuilding the department store, Wangfujing department will open two new stores in Daxing fire temple and Haidian Dazhong temple this year, which is the first time that Wangfujing department stores opened a new store in Beijing for the first time in 10 years.

A person close to the Daxing shop of Wangfujing Department said that the brand of this store will be basically the same as that of the department store two years ago, which is higher than the current commercial level of Daxing.

Like Xidan department store, the 80 year old shopping mall in Xidan will also open a new store in Chaoyang in May this year.

After the opening of the main hall of the New Town Plaza in the Hua Tang shopping mall, Xidan emporium stood out among several competitors, occupying the "Golden Hall" area.

The reporter's understanding shows that at present, the business of shopping malls has been completed, including many famous brands such as Longines, which will appear in the shopping malls.

Beginning on the 10 th of this month, the ten mile Fort Xidan shopping center has entered the final stage of commercial decoration.

After the pformation, the shopping mall will operate two floors more than the original ten Libao halls, and the actual business area will reach about 30 thousand square meters.

An insider from Xidan shopping center revealed that in addition to the strong financial support during the incubation period, the ten mile Xidan shopping center, which is about to open, will be differentiated from its location customers in order to avoid homogenization.

Unlike the old community residents facing the halls shopping center, the ten mile Xidan shopping center will introduce a brand structure in accordance with the consumption level of the new housing in the commercial circle, in addition to the introduction of many first-line brands in the Xidan shopping mall, so as to avoid the price war caused by the homogenization of the brand.

Just as Xidan stores expand its stores, its excellent performance in the field of sports brand agency also adds a lot to the business in recent years.

Just as Wangfujing department stores and Xidan shopping malls are expanding their territory, or adjusting their pformation to further integrate with the market, they are worried about their survival as well as the shopping arcade, Sanli department store and Tian'anmen department store.

Reporters visited several times recently and found that with the rise of new shopping malls in Beijing, the territory of these old department stores has been lost.

Because these shopping malls are mostly disrepair and brand level is not high, there is a huge gap between hardware and software facilities and new shopping malls, so it is hard to attract customers' attention.

As one of the ten major shopping malls in the capital, Tianqiao shopping mall is most representative of the decline of its business circle.

Reporters visited the Tianqiao shopping mall to see that despite repeated pformation, shopping malls had changed from traditional low and middle department stores to the sale of folk custom products and local specialties, but still failed to get passenger flow.

Every day just after 19:30, the security guard at the mall is standing at the door to prepare for closing the shop. Meanwhile, the staff in the store have begun cleaning up the counter to leave.

The reporter saw the sign on the front door of the shopping mall, and it was clear that the shop was closing at 20:00.

A consumer told reporters that as a department store, the 8:00 closing shop had already been very early, but not until 7:30, it was a clear explanation of the popularity.

Just now, when shopping malls such as Tianqiao department store are constantly adjusting their positioning, Caishikou department store, which has pformed gold jewelry stores many years ago, is worried about too many customers and nowhere to park.

Every time the new product starts, stores will be full of customers around it, and its sales of nearly 5 billion yuan last year are among the best in the single store rankings in Beijing.

It is easy to see from the case that there is no obvious effect in the pformation of Tianqiao department store. At present, the market gap of Beijing department stores waiting to be excavated has been greatly reduced. It is difficult to duplicate the "vegetable 100 mode" that can become a business miracle.

Compared with Wangfujing department stores and Xidan shopping malls, shopping arcades and other shopping malls can only be regarded as "second echelons" in old department stores. No matter in terms of talent, capital, location, and word of mouth, they are far behind, and it is very difficult to achieve significant development.

Business expert Liu Hui told reporters that Wangfujing department stores and Xidan shopping malls and other enterprises have a high reputation, and the strength of the group in every link is also sufficient to support the development of modern enterprises.

However, as shopping arcade and other shopping malls, no matter whether it is a modern pformation or a horse racing enclosure, the best time has been lost. The road before them has become narrower and narrower.

In Liu Hui's view, the more practicable way is to lease the property to powerful commercial enterprises, use them to reintroduce merchants in the resources of brand and industry sources, and concentrate their efforts on collecting landlords, so that they can also maintain the normal expenditure of enterprises.