Chongqing Merchants Force Experiential Shopping Center

　　 Present situation

Profit declined for three consecutive years

Yesterday morning, when the business reporter saw Wang Jing (a pseudonym), she was busy with her colleagues to discuss a new sales promotion plan as a marketing manager of a large department store in the main city. "Before that, our whole team has stayed up two all night." Wang Jing introduced that in July, the traditional consumption is off season. In addition, the popularity of the department stores in the first half of this year continued to be weak, and the popularity of shopping malls was quite cold compared with the same period last year.

And Wang Jing's feelings are also confirmed in the latest data issued by the China National Commercial Information Center. In May alone, the volume of retail sales of 100 major large-scale retail enterprises decreased by 0.1% compared to the same period last year, and the growth rate dropped by 11.7 percentage points over the same period last year. After deducting gold and silver jewelry, hundreds of major retail enterprises increased by 5.2% over the same period last year, and the growth rate is still 3.6 percentage points slower than the same period last year.

According to the report released by CB Richard Ellis, since 2010, the average operating profit of 31 listed department stores in China has dropped from 13.6% to 12.4% in 2013, and has declined for three consecutive years.

According to the analysis of the report, the growth of the total volume of the total amount of the total volume has slowed down, the rise of diversified retail formats, the rapid development of online shopping, the continuous rise of the staff and rental costs and other external factors have led to the shrinkage of domestic department stores in the past three years.

　　 Break through

Reinventing the core Competitive power

According to the report, Department store In order to get out of the current predicament, it is imperative to strengthen and reshape the core competitiveness of department stores. These include expanding the store network, expanding the scale of the chain, deepening the joint venture, gradually developing its own business, introducing new technologies, and building a full retail channel.

In expanding the store network, we can follow two paths: endogenous expansion and extension. In the process of endogenous expansion, it is suggested that department stores should adopt the two wheel drive real estate strategy based on their own conditions to balance their scale, capital and operational risks in the expansion process.

The report also recommends that as a traditional entity retail terminal, department stores should firmly stick to their own store network and brand advantages, and enter the online retail business from localized life and offline experience and services, and move towards all channels retail across mobile, online and multi-level stores.

For the real transformation of the department store industry, Li Yunyang, Secretary General of the city Retailers Association, analyzes the most important thing. The most important thing is that the department stores should constantly improve their own commodity management capabilities, and at the same time, tap the needs of the target customers as the core, attract consumers with the help of precise positioning, fine selection of special products, meticulous service and creating a more comfortable shopping environment.

In addition, the report also predicts that there will still be huge room for growth in China's consumer market, and that China's retail market will continue to maintain double-digit growth. In 2016, China will surpass the United States as the world's largest retail market.

　　 Local survey

Business force experience style Shopping Mall

Reporters found through investigation and combing, the Chongqing business group of local commerce and trade "aircraft carrier" enterprises are also beginning to make efforts to experience the shopping center format and seek transformation. As early as early last November, the first experiential project invested by the business group was opened by the Banan business community shopping center. It is reported that since the opening of the shopping center, a lot of traffic has been gained.

Meanwhile, the Commercial Daily reporter has been confirmed from the Tongliang county government. In mid June of this year, the Tongliang shopping center project, which was built by Chongqing business group, has also started tendering. It is reported that the total volume of the project is 370 thousand square meters, and there are commercial pedestrian streets, commercial and residential apartments, large shopping plaza, and five star hotels, high-end office buildings and other commercial formats.

In addition, in September of this year, the first stop Shopping Mall, the Sunshine Century Shopping Center, will be built by the Limited by Share Ltd of the Chongqing commercial group's Chongqing department store.

According to the 2013 annual report of Chongqing department store Limited by Share Ltd, in the future, the company will get rid of homogenization competition through retail business mode innovation and technological innovation. It is estimated that 12 new outlets will be achieved in 2014, with a total operating income of 32 billion 666 million yuan and a total profit of 1 billion 20 million yuan.

From the "Statistics" report, the department store shopping center, the development of proprietary business, the promotion of the proportion of private property and the online and offline business linkage have become the main countermeasures for department stores.