Holidays, Nearly All Major Stores Increase Sales Promotion Efforts.

according to

The statistics of the Commerce Commission: in the first half of this year, 65 key department stores in Beijing realized sales of 36 billion 810 million yuan, an increase of only 5.9%, and 31% of them even appeared negative growth.

High end boutique consumption was the most affected. In the first half of the year, sales growth of Xinguang Tiantai and Seth shopping center dominated by international brands slowed significantly, down 27.9% and 9.6% respectively compared with the same period last year. While the famous department store chain group Wangfujing achieved a 10% growth in the first half of this year, but it mainly benefited from the opening of new stores, and the growth of old stores was only 1%.

The consumer market has been in a low ebb. In order to boost performance, discount sales in the mall is not new.

Although discount sales are a common trick to attract consumers from shopping malls, the reporters found that this year, the promotion activities of major department stores are not only more frequent, but also can be promoted unprecedentedly.

Eleven Mid Autumn Festival Golden Week, Xidan shopping malls, Wangfujing department stores and so on have launched most of the goods about 70 percent off of the big sales promotion, new world department store, Zhongyou department store, Jun Tai Department store, contemporary shopping malls and so on have also joined the promotion ranks.

Even the Xidan Joy City, which has always taken the brand strategy, has launched some discount promotions for some new autumn products before the double festival.

According to people concerned, the semi annual report published by department stores shows that

The downturn has become a reality.

Today, there is only one quarter left from the end of the year. The retail market in the second half has no obvious signs of warming.

In addition, from the retail cycle, the summer vacation just passed, the National Day is coming, plus the current season is in season.

Inventory makes many department stores choose to promote sales.

The industry believes that the downturn in department stores in addition to the impact of financial forms, more important is the inevitable result of the weakening of the discount effect.

So, apart from the discount, is there no new shopping mall?

Reporters also visited the relevant person in charge of Xidan Joy City, which indicated that the discount promotions in Xidan's Joy City are basically part of the independent behavior of some businesses.

Unlike the traditional department store industry, which relies on joint venture mode, Xidan Joy City does not need to rely on promotional activities to boost performance. As a representative item of Beijing commercial real estate, Xidan Joy City pays more attention to upgrading the brand.

According to the briefing, the brand upgrading of Xidan's joy city is the largest ever since its opening in 2007. Eleven new stores will enter super, heroes and Under Armour, to become the first store in Xidan, and the super heroes specialized store of many super hero's costumes and boutique will also meet many consumer demand for animation and fans.

In addition, Marie n Mary, max&co., Lee Cooper, OZARK, DC, Tom tailor, VT-1, wolf claw and other new brands or re installed after the brand new shop will also appear in the eleven period.

Insiders said that in the first three quarters of this year, the retail market was sluggish, and the economic trend in the fourth quarter was still uncertain.

The reporter learned that, in order to get out of the dilemma of sales promotion brought about by the homogenization of department stores, department stores began to follow the commercial real estate projects to emphasize their brand positioning, but the profit model of single joint venture still lends the development of the traditional retail industry.

As a representative industry of commercial real estate in Xidan, the upgrading and adjustment of brand is a powerful measure to deal with the market environment.