Traditional Department Stores Are Facing Constant Death And Death.

The Wangfujing department store, known as "the first shop in New China", has felt the coolness.

In the first quarter of this year, Wangfujing's operating income dropped by 4.9% compared to the same period last year.

Following the closing of the Zhanjiang store last July, at the end of 2014, 100% stake in Wangfujing department store in Zhuzhou was sold at 10 million 301 thousand and 100 yuan, and the front line was shrinking.

The data show that the 101 department store enterprises of the China department store business association have reduced their operating area by 16 million 196 thousand and 500 square meters last year, which is equivalent to reducing the equivalent area of Xidan's city of 81 Yuecheng.

Chu Xiuqi, President of the China general merchandise business association, said that the annual statistics of the 101 member enterprises of the Chinese general merchandise business association showed that in 2014, except for the year-on-year growth in sales, the remaining indicators were all negative, especially the main business profits and profits fell by more than 15%, further corroborated the severe business situation of the department stores in 2014.

The decline of traditional department stores is particularly evident in the "Golden Street" of Tianjin peace road.

"Economic reference daily" reporter recently in this nearly two kilometers of walking street to see, there are many traditional department stores have been cleared and closed, "shop for rent" signs in this street can be seen in many places.

Jin Le Hui's closing shop is one of the most striking representatives.

Reporters from a "Notice of employee notice" flowing out of Tianjin's "Le Yue Hui" saw that the department store would no longer open after its closed shop.

In Tianjin, far east department store, which had been operating for nearly 10 years, closed shop in March 1st, and the Tianjin department store, which was founded in 1926, was in a difficult position earlier and pulled out of the stock market. It was bought by the Zhenhua Group of Shandong for 60% stake.

In addition to the increasingly difficult operation of state-owned traditional department stores, foreign department stores also showed signs of disapproval in China.

In recent years, Baisheng of Malaysia Jinshi Group has closed many stores in Tianjin, Shijiazhuang and Ji'nan.

Reporters in Ji'nan field visits learned that Ji'nan Baisheng original business area of about 40 thousand square meters, although initially positioned in the high-end brand, but its small volume of "natural shortage", making the mall a big line.

Less, at the same time, lack of characteristics, rare catering, leisure and other formats have become "chicken ribs", consumers can not visit a lot of places, resulting in the opening up has been popular.

In the face of fierce market competition, Parkson retired in Ji'nan last year, instead of the children's theme complex currently being renovated, which is expected to open in the second half of this year.

Yi Du Jin group, Japan, has opened a number of Yi Du Jin commercial buildings in China. However, under the pressure of operation, the commercial buildings located in Dalian, Qingdao, Tianjin and Harbin have been closed down.

In 2014, Tmall's "double eleven" online shopping festival realized a total turnover of 57 billion 112 million yuan a day, of which only the mobile terminal paction volume reached 24 billion 300 million yuan, and the logistics order was 278 million yuan.

Such amazing sales data are difficult to achieve in traditional department stores.

Fang Gang, director of the China National Economic Research Institute, said that the Internet makes information pmission, collection and arrangement more convenient and faster, thereby saving search costs.

Not only traditional businesses, but all other traditional industries with high information costs will be affected.

Online shopping is easy to purchase, the price is close to the masses, and massive products provide a brand new experience for shopping. These are difficult to match in traditional department stores.

Yan Yanchun, chairman of Beijing Fuji Technology Co., Ltd. believes that tradition

Focus on physical stores to compete with Taobao, Jingdong, this is to take advantage of their weaknesses to fight hard for others.

Another reason is that the homogenization of traditional department stores is intensifying, and the consumption choices of citizens are increasing.

Wang Guoxiang, general manager of Beijing brand management center, analyzes the growth rate of department stores in recent years is mainly due to the increase of consumption formats and the diversion of some markets.

"Now many brands in shopping malls are almost the same.

stay

In the hundreds of meters around the Parkson Department store, there are many large shopping malls, such as Hang Lung Plaza, World Trade Plaza, GUI he commercial building, Ginza mall and so on, and most of them are shopping centers, restaurants, entertainment and entertainment centers.

Zheng Liangyu, general manager of Ginza department store, said that the problem of homogenization competition in many department stores is serious, and the location of goods is inaccurate and the service is not in place.

At the same time, wages, utilities, and decoration costs are rising, and the profit margins of department stores are decreasing.

The lack of characteristics leads to a small profit margin, coupled with rising costs, and the traditional department store industry has fallen into a vicious circle.

The third reason is that traditional department stores tend to occupy a dominant position in the consumer market in the past, especially in some parts of the department stores, which are mostly operated by state-owned commercial groups. The pressure from the market is not obvious, and the pace of pformation is slower, which is lagging behind the emerging consumer carriers.

For example, Wangfujing department store located on Wangfujing street has not increased its consumption experience by increasing parking space in recent years. Without parking spaces, it can almost attract tourists from Wangfujing street.

The economic reference Daily reporter recently noted that not only the number of consumers in the store is far less than that of the New Oriental Plaza, which is hundreds of meters away, but most consumers are not local consumers.

A visitor from Longyan, Fujian said that walking into Wangfujing department store was just a "visit" when traveling nearby.

In addition, such as incomplete restructuring and other reasons also affect the normal development of department stores.