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Shenyang'S High-End Department Stores Drop Into Their Community Stores And Experience Growth Pains.

2013/6/30 10:53:00 11

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High-End Department Stores High-End Department Stores

high-grade department stores do not wait for customers to come to the door. Instead, they move special store activities into the community. This is not only a portrayal of the brutal competition in the retail industry of Shenyang, but also a positive signal for the innovation of business marketing ideas.

Less than p ago, the air conditioning in Youth Street Maui department store was still full, but the customers in and out of it were already Liao.

But at this time, in the south of Jinshui Huacheng District of Hunnan, the Plaza sale, which was hosted by Maui department store, became a tasting meeting for the residents in the neighborhood, attracting many residents to pick up their wallets and get the goods.

high-grade department stores choose to enter the community to "set night markets".

A netizen even commented on this: "I didn't expect that the retail competition in Shenyang was so fierce that the department stores were really fighting for the community."

high-end department stores put down their bodies into the community /p >

22 evening, the reporter saw at the scene that Maui department store brought a large LCD screen and rolled the information on the theme activities of the square. On the two sides of the main container, there were household goods, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, Kitchenware, cosmetics and so on, and many goods were hanging out "40 percent off" preferential signs.

Ms. P, who lives in Jinshui Flower City, said: "I didn't know that shopping malls were going to make a sale. I came back to see the sale at night. It was near the end of the sale. I cleaned a few household products, and felt that the prices were also good. It was very good to do some such activities in the summer shopping mall. It is a good idea to visit the night market at home, and the quality of the products is more reassuring than the night market."

and another resident, Mr. Liu, is not satisfied because there are too few commodity types and there is not enough room to choose.

He suggested that if the mall went into the community for sale, it would still be good for the daily necessities of the residents.

however, Maui department stores are ready to enter the community to make special sale. The choice of the community has paid a lot of attention. First, Jinshui flower city is a middle and high-end residential district. The consumption orientation of residents is matched with the shopping malls. The two is the aggregation of retail stores near the Jinshui Huacheng District in Hunnan.

Less than p ago, Shenyang Maui Department issued a "call order" on the official micro-blog, promoting its own community sales activities, saying that there was also a winning game in the game, and called on the residents of the surrounding communities to participate in the "stay at home discount".

But micro-blog, who only had more than 4000 powder officials, did not even get a comment or comment.

An insider from Maoming department store, P, admitted that shopping malls in the community had special sales activities. They didn't care about the gratifying turnover on the sale day, and the more important thing was to recommend and display themselves, such as products and services, so that more consumers could recognize themselves and then develop their potential customers.

many shopping malls suffer from "growing pains" /p >

in the eyes of many people in the industry, the sale of Mao's industry into community activities is similar to that of the supermarket's shopping cart, and it has a distinct meaning to passively wait for customers to come to the store and move them into the community.

but there is also a background that can not be ignored. With the larger scale of Shencheng large stores, the formation and improvement of regional business centers, and the rapid rise of online shopping, Shenyang's traditional department stores are experiencing growing pains, and the competition in department stores has been intense.

"in fact, businesses are alive and dead. This is the necessary rule of the market. So is the retail department store. The pfer from the new world two shop, the withdrawal of Meimei department and Yi Shi Dan, including the former West Wu, is proof, but from last year, we began to feel that the market diversion trend is obvious."

Shen Cheng mall deputy general manager Yang Li (a pseudonym) said.

last year's "eleven" and "Mid Autumn Festival" days, many shopping malls in Shencheng felt empathy. From the display of 9 key shopping malls and supermarkets by relevant departments in Shenyang, the sales volume of four shopping malls and supermarkets was negative year-on-year, and the largest decline was 18.57%.

Among them, a shopping mall in Taiyuan street has a negative growth of 6.02 percentage points, which is known as "unprecedented." but not far away, another shopping malls increased by 14.9% year-on-year.

the annual earnings report of a shopping mall in Shenyang showed that net profit loss was 128 million yuan last year and the growth rate was 3654%. The loss in the first quarter of this year has not yet been reversed, and the net profit growth rate has increased to 4885%.

Last year, although the net profit of another shopping mall was over 100 million, the year-on-year growth rate remained negative, about 20%.

> strong > SHEN three area added 19 shopping malls, /strong > /p > two years.

as of the fourth quarter of 2012, the volume of retail property in the three commercial circles of Shenyang Golden Corridor, Taiyuan street and Zhongjie is as high as 3 million 380 thousand square meters, and by 2015, there will be 19 new shopping centers and general merchandise items in these three districts.

Do people in Shenyang really need so many shopping malls? Not only consumers are asking, some people in department stores also have similar worries.

According to the data provided by the world famous real estate consultancy CB Richard Ellis, the quality commercial area of Shenyang has exceeded 6 million sq m, which is close to the first tier cities in Beijing (7 million 600 thousand square meters). The new supply will be 2 million 300 thousand square meters in the next two years.

"But the resident population in Shenyang is only 8 million 220 thousand, much lower than that in Beijing (20 million 700 thousand in 2012), and the discretionary income gap is also obvious. So the commercial market in Shenyang reflects a trend of higher commercial supply than consumption demand."

CB Richard Ellis said.

the responsible person said that in recent years, Shenyang's economy is in a stage of rapid development, and the macroeconomic indicators such as per capita disposable income, per capita consumption expenditure and total retail sales of social consumer goods have increased rapidly, which proves that Shenyang's consumption power is more effective.

At the same time, there is a sign of oversupply. It is hoped that with the acceleration of urbanization in Shenyang and the growth of economy and population, this market pressure can be gradually relieved.