Zhuang Sheng Guang Guang Department Store Will Face "Life And Death Robbery".

Now there are few people and few people.

The past scenery is boundless.

Formerly the high-end market incarnation brand name stores, cosmetics,

Brands have been dismantling, downstairs, lift lifts...

When sales promotion activities in shopping malls are attracting customers, the Zhuang Shengchongguang department store in Xuanwumen is depressed.

Many brand counters are empty.

At 6 in the evening, it's just a little off duty.

The number of customers began to increase, and the VR gaming experience area of the atrium came from time to time. The new cat street of new world in Chongwenmen also welcomed many cat lovers.

It's Christmas season and new year's day.

There is no uniform Christmas promotion in the shop, but only one or two shops have placed Christmas trees less than knee height in the shop.

Reporters visited the floor and found that there were different levels of counter vacancy in shopping malls, and shopping experience was not good.

On the first floor, the women's shoes are bare shoes. Xie Ruilin, cosmetics Benefit, Zhu Likou and three Miao women's wear are all removed. Only some of the cashiers have been closed, which is very rare in the normal business arcade.

The "gentlemen's zone" on the 5 floor is unknown because no one else or other reasons, the lights are darker than the other floors.

A clothing brand salesperson told reporters that the recent shopping malls are being adjusted. Most of their homes are old ones. They haven't been new for a long time. Many famous brands will also withdraw from Zhuang Sheng Guang Guang Department Store in this adjustment.

At present, two to five floors of the elevator have been shut down, and a red sign is placed on the elevator, which says "escalator maintenance, up and down, please take the central sightseeing ladder", which brings inconvenience to customers who come to shopping, and makes the mall which is originally not popular enough even more deserted.

The first floor is a hypermarket.

In addition to the withdrawal, there is no business in normal shops.

Reporters noted that most of the clothing brands in the mall are domestic brands, such as barrena, Yi, Yi Fei, Yalong, and so on. Their reputation is low, but the price is high, but the high-end line is not accepted by consumers.

Chawla, anda woman from Shenzhen, has to pay 3500 yuan or more for her coats. A thin spring and Autumn Festival is priced at 6980 yuan and two thousand or three thousand sets of tableware.

These are not attractive to high-end customers.

Contrary to the high-end positioning of SOGO Department store, the six layer of the shopping mall has become a fur square. There is no store that can be seen carefully. All of them are fur coats hung on iron shelves, and the first floor of the new hall is reduced to a brand name hypermarket.

For shopping malls, restaurants, children's entertainment, fame and speed are all functional areas attracting tourists. However, SOGO Department stores can hardly see the figure of famous fast fading brands, and only one or two children's entertainment are being done.

The 5 floor of the new hall is only the North hi Japanese cuisine, the Xidi thick steak, the Bauhinia Court, the three stores are still open, and the Jinwei workshop is upgrading and upgrading. The 6 floor of the museum has a fast food shop like "Wei," "Ji Ye", "sipping", "Chao Ben" and "casserole".

At night, there is no need to line up in the dining area. At 8 or more, a sweet shop has begun to wash the juice preparation and prepare for work.

In a Japanese household goods store on the ground floor of SOGO Department store, a saleswoman could not help complaining to her companion, "why is it so cold?"

Reporters saw that the whole layer of the ground was not many customers in the shop, in addition to the supermarket there are people queuing up checkout, other areas are shopping guide more than customers.

The prepaid card has been discontinued.

Is it so dismal? Is it necessary to close the store? For this, the reporter called customer service in zhe Sheng Guang Guang Department store, and the other side said that the mall was not closed, it was to adjust the pformation, but did not know what it would turn into later.

The customer service suggests that if you have a red face value shopping card, you'd better finish it before the end of the year, and some women's clothing at the supermarket and two or three or four floors can also be used.

According to the world clothing and shoe net, the decline of Zhuang Sheng Guang Guang Department store depends on the consumption of prepaid cards.

When the prepaid card consumption is most prosperous, there are many scalpers outside the shopping mall, almost one step, and some of the card issuers are rooted in the department store.

Now, there is no card scalper at the entrance of the shop. Once the gift card and welfare card were greatly reduced by the policy influence, the performance of the store was naturally affected.

Ms. Gao is an executive of a company. She used to be a card shopping group.

Gao said that when she visited Zhuang Sheng Guang Guang checkout, most of her customers were shopping for shopping cards.

Shopping here on the one hand is due to cards. On the other hand, children are in the neighborhood counseling class at weekends. When they are busy, they can only afford to buy some clothes at that time. There is nothing special about the brand in the shop.

According to the world clothing and shoe net, a notice of prepaid discards has been posted in the shopping mall. "Since the termination of the prepaid contract, our store has no longer accepted the following prepaid cards since December 1, 2016," said Oscar, Zhongxin, Fu Ka, Lian Xin card and business card.

Expert analysis

Business adjustment slowed down.

Zhuge Sheng Guang Department store was once the most successful large department store in Beijing in the 90s of last century.

At that time, there were not any decent shopping malls in Beijing. Shopping in SOGO was a fashion. Catching up with the celebrant scenes was comparable to the Spring Festival, and repeatedly refreshed the sales records of Beijing single department stores.

From the point of view of location, the southeast corner of Xuanwumen intersection is the most prosperous location nearby, and is close to the subway station in Xuanwumen. There are upscale community four plus upper house, ICBC Hostel, Tianjin bank, Unicom, Xinhua news agency and so on. The purchasing power is not weak at all.

For this reason, Lai Yang, Secretary General of the China Federation of Commerce and the Beijing Business Economics Association, believes that the conditions of Zhuang Sheng Guang Guang Department store are very good, the pportation is convenient, the surrounding residents have enough purchasing power, and there are no such large competitors in the vicinity.

The decline, from the format, department stores themselves are going downhill, the performance of each family has been hit, there are industry reasons.

But Zhuang Sheng Guang Guang Department stores and their counterparts are also "left behind" earlier, and they also have a lot of reasons.

For example, Chongwenmen new world department store and joy city are adjusting rapidly, changing constantly, and fewer and fewer traces of traditional department stores.

Zhuang Sheng Guang Guang Department stores have been slow or even stagnant. The withdrawal of large business areas has led to the introduction of more low price brands to the rental market. The upstairs shops have been adjusted downstairs, and they still can keep up appearances, but they have entered a vicious circle.

Lai Yang told reporters that after the opening of the new hall in 2013, the scale of the store was enlarged, but the consumption crowd was so large that sales revenue per square meter declined.

In addition, the two buildings are not directly connected, but only through the connection between the bottom and the top floor, consumers walk around the main building, and the new building has no business. The main building is in turn being dragged down.

Now, the mode of the whole shopping mall is still in the last ten years ago, and it is a business model going downhill, and the decline is inevitable.

According to Lai, Zhuang Sheng Guang Guang Department needs to go all out to make adjustments if it wants to make a change. This pformation is not simply from the department store format to the shopping center, but to the new interesting experience, ethnic group social life and family life experience pformation, and from the promotion of internal value, in order to continue to survive.

More interesting reports, please pay attention to the world clothing shoes and hats net.