Old Department Stores Are Silent To "Civilians" Is The Direction Of Adjustment.

Recently, I saw Shanghai Nanjing West Road's CITIC Pacific, Mei Long Town, Golden Eagle, Lujiazui's Zhengda square, Xujiahui's Hong Kong Hui, meiro city and other gallant old women who have gone through the rivers and lakes for many years are quietly making adjustments.

In fact, they are already late. In a few years, the format of Shopping Mall has already had a great impact on the department store industry. Traditional shopping malls Is being destroyed.

The biggest contributor is the Internet and changes in user experience:

1. Users go Shopping The pain point has changed. In the past, users' first pain was shopping. Now the first pain for users is leisure and entertainment.

2, we need to redesign traffic products. In the past, the flow of products in the shopping center was discounted. Now the traffic volume of the shopping center depends on the cinema, the Museum of art, and the catering. The proportion of the catering in the shopping center is 30%, and some even reach 50%. This even leads to the rise of a Mall product, a tuyere product.

3, due to the huge impact of the Internet on the offline apparel industry, O2O is becoming a new weapon for shopping centers.

This is terrible changes around us.

Xiao Xin, 30, works in Nanjing West Road. She recently began to love the nearby CITIC Plaza. "There are many women's wear brands on the 3 floor, and nails can also be built next to them."

For her, in the rush to work, it is not easy to find a convenient place to park and relax.

When a big crowd is rushing to the new shopping center, the old shopping center is upgrading collectively. Nanjing West Road's CITIC Pacific, Mei Long Town, Golden Eagle, Lujiazui's Zhengda square, Xujiahui's Hong Kong Hui, meiro city and other gallant old women who have gone through the rivers and lakes for many years are quietly making adjustments.

"The shunting of new shopping centers is one of the most common problems faced by (veteran)." A foreign shopping center executive told surging news that "it has been more than ten years since its opening up, and has been upgraded for 7 times. The most consumer conscious is us."

"Popularity is not equal to achievement." She revealed that brands like Maxmara and Amarni sell best in Shanghai, but in those old shopping centers.

The popularity of the big shopping center is "a luxury on the first floor, which blocks too much popularity."

The operator of a high-end shopping center in Shanghai told the surging news that luxury goods are now flagship stores. They are full of goods and large enough to shine. Now the one or two floor is full of luxury flagship stores, but it also blocks many mass consumers.

Luxury brands are also hard to retain. The old shopping mall has a high rent starting point. When the newly opened shopping center extends its olive branches at relatively low rent, the spoiled luxury goods are often the first ones to leave. Burberry moved from Mei Long Town Square to Jingan Kerry Center not far away, upgrading from the exclusive store to flagship store. Meilun town lost one of its generals. Burberry had a turnover of millions of dollars in a single month.

Seeing that rent can not be reduced any more, the old businessmen who have been in business for many years are well versed in a truth. Instead of catching up with the mainstream, it is better to spanform them to the end.

One of Nanjing West Road's Golden Triangle, CITIC Pacific Plaza, will turn 2 to 4 floor 30% into a large lady's flagship store, and even introduce brand names such as the flagship flagship store, afternoon tea and so on, hoping to attract more and more white-collar women like Xiao Xin. The total rectification area of Zhengda Plaza is nearly 40%, reaching 80 thousand square meters. Golden Eagle surrounded the fence. In 2009, the GUCCI of zero rent was clencled.

In the two quarter of this year, the research department of the world bank Richard's Department showed that the first floor rent of iapm was 65 to 80 yuan / square meter / day. The first floor rental of Kerry Center in Jingan was 60 to 75 yuan / square meter / day. The first floor rent of Hong Kong Hui square was 80 to 100 yuan / square meter / day. The Raffles square 60 to 80 yuan / square meter / day. The rent at the first floor of Zhengda square was 40 to 65 yuan / square meter / day.