Half Of It Is Seawater And Half Of Flames. Beijing Shopping Center Presents A Good Growth Trend.

General merchandise: channel expansion

Beijing's mainstream commercial projects in 2015 revealed some chills.

Statistics show that 20 main streams in Beijing

Nearly half of the projects showed a decline in performance, most of which were in department stores.

However, the department stores are not ready to surrender. The second half of this year will expand the channel to improve their performance, so as to enhance the attractiveness of the brand.

According to statistics, Parkson, Cui Wei, Wangfujing department stores declined significantly, the group's star stores are also bogged down.

The sales volume of Baisheng Renaissance stores dropped from 2 billion yuan in 2014 to 1 billion 500 million yuan, while the sales volume of Beijing department store and Shuang an shopping center declined by about 10%. The sales volume of the contemporary mall, which was incorporated into Cui Wei shares, dropped by 9%, while the Cui Wei building was down 6.6%.

In the doldrums, Beijing SKP (formerly Xinguang heaven and earth), Han Guang Department store and other counter trend is strong.

In the case of large-scale floor adjustment in shopping malls, Beijing SKP and Han Guang Department Store grew by 4% and 0.4% respectively.

Pu Guang Jia, general manager of Han Guang Department store, said that in the case of a year ahead of the discount season, the pressure on the brand can be felt clearly.

The diversification of consumer channels allows wider range of brands to choose from. For department stores, it is hard to persuade brands without good performance feedback and adjustment.

Pujia Jia said that the largest scale adjustment has been made by Han Guang Department store, which will pform the most important cosmetic floor this year.

This positive change also gives the brand a good return on its performance. L'OREAL, Estee Lauder and other brands of Han Guang Department maintain the national sales champion. Under Amour, which has never opened a store in Chinese department stores, has also opened the first department store.

Zhang Chao, chairman of Beijing SKP, said that since 2012, Beijing's SKP has been adjusted and upgraded from the global maritime consultancy company.

In November 2014, Beijing SKP was renamed and replaced by a more international name. At the same time, the floors of women's shoes and women's shoes were closed.

Last February, cosmetic floors were also fully renewed.

Zhang said that the adaptation itself is also based on meeting the needs of more emotional needs of consumers. It is no longer a simple demand satisfaction. From the point of view of performance, the brand will eventually recognize these changes.

Compared with the overall performance of department stores, Beijing Shopping Center shows a good growth trend, but in the fierce market competition, shopping centers will change the format and explore the old rental depressions.

Sales of Xidan Joy City, Oriental new world, Sanlitun Taigu and Chaoyang Joy City were 4 billion 40 million yuan, 2 billion 400 million yuan, 2 billion 200 million yuan and 2 billion 730 million yuan respectively.

Shen Xinwen, general manager of Xidan Joy City, said that the mall upgraded its brand last year, adjusting a layer of make-up brand to the two level, one layer of light luxury brand, and this year will also carry out indoor renovation and large-scale catering brand elimination and replacement.

Shen Xinwen said that many large commercial enterprises in Xidan business circle also carried out the first business circle joint activities, trying to integrate marketing resources with O2O based on WeChat service function. More than 340 thousand of the newly added members were over 90%.

Chiang Ling Feng, general manager of Dongxin Xintiandi, thinks that every 1-2 years, shopping malls need to refurbish parts of the region's hardware and software and create different experiences for consumers.

Last year, with the withdrawal of Chenxi department store, which accompanied the growth of Dongfang Xintiandi, Chiang Ling Feng revealed that the original Chenxi department store will be divided into 16 shops, and the revenue and theme store image will be much higher than before.

Chaoyang Joy City with strong growth momentum and Sanlitun Taigi Li have also made great changes in the theme of lifestyle and the introduction of fashion brands.

Compared with the experience of introducing children, catering and other experiences in the past few years, shopping centers have been more daring for new formats.

Red Star Commercial General Manager Li Jia disclosed that Tianjin Aegean Sea shopping park will bring the racing field to the shopping mall. The Red Star commercial focus on the Shanghai project will also have some alternative formats to try.

The highly competitive experience has also broken the low rental income situation. Many shopping center officials said that the rental income of some catering brands had greatly improved compared with before. Some new concept experience formats also had a lot of growth compared with the previous KTV brand revenue.

Retail crisis continues

Although the shopping center is in passenger flow, sales,

In terms of performance, it is superior to department stores, but in last year's top 20 national business statistics, department store efficiency was higher than that of shopping centers and OLE.

According to the statistics of search shop network, the department store's efficiency is about 30 thousand yuan / square meter / year, and the shopping center's flat effect is 23 thousand yuan / square meter / year, and OLE Lai Ping effect is only 18 thousand yuan / square meter / year.

The market share of the department stores in the first tier cities is constantly being eaten up, but in the three tier cities, traditional department stores are still strong.

The pformation of department stores has been similar. In the top 20, 13 of the department stores have been pformed into shopping centers.

Despite the continuous sound of the department store, the nearly half of the shopping center has retained the main department store.