An initial attempt to embrace the Internet by traditional department stores

The shrinking trend of traditional department stores is still continuing. In addition to rising rents and electrical shocks, there is a deeper demographic dimension to this dilemma.

In other words, the Department of general merchandise industry is and grasp the greater consumption capacity of the "after", "the" missed.

Real Estate Consulting service company Gao Wei Global Beijing Research department manager Ming to the "First financial daily" reporter analysis said, at the beginning of the flourishing, the main consumer is "50", "forums", and now the main shopping crowd into "the", "after", but department stores did not timely response to the changes in consumer populations.

It's hard to be "happy"

December 1 last year, located in Beijing Xizhimen Shopping center of the Chinese church stores officially closed, this is the traditional department store in Beijing, the recent closure of the third branch.

Compared to the shopping plaza, the shrinking trend of traditional department stores in Beijing has not stopped. From a nationwide perspective, 2014 years ago three quarters of 22 department stores listed companies total revenue fell 1.23% year-on-year deduction of non-recurrent profit and loss after a year-on-year decline of 9.24%.

January 20, high latitude global release 2014 the fourth quarter of the Beijing retail property market report pointed out that last year fourth quarter, Beijing's major core business district of the high quality of retail property rents to maintain a steady trend, the Non-core business district performance is also more active.

The rising rents squeeze the profits of traditional department stores, but that is not the only factor.

"department store in awkward position, on the surface is affected by the electricity quotient, but the underlying factor is not this." Ming to the "First financial daily" reporter analysis, said, "After 50" and "forums" has been the main consumer of the department store industry, but with the changes in time, "generation" and "the" is becoming the main force of consumption. The Department of General merchandise is being missed by the people who have more power to consume.

Traditional department stores are faced with unprecedented pressure, facing the needs of different brands, retailers are also beginning to explore new methods, including the full channel strategy, the realization of the line under the mastery, become its new innovation path.

Last November, Wangfujing Department store group BY "Double 11" of the potential to announce its full channel strategy to the landing, line online all sales channels will be achieved through and integration. The "Double 11" period, the earlier layout of the electrical business of the Yintai department store also gained a bright eye performance.

A group of UBS internal statistics from the high latitude global to the first financial daily reported that sales of Yintai AG have doubled, with mobile-side sales up 702% per cent.

Surprisingly, contrary to this, online sales also have the phenomenon of extending to the line. At the end of 2014, the new shopping mall in Wangfujing opened, the main theme is "Taobao Merchant entity shop" concept. According to our correspondent understand, well-known cosmetics special sale website gathers the United States excellent product also to open the first shopping center experience shop.

Gao Wei Global Beijing Branch general manager Lo Zhijiang accepted this reporter to interview the evaluation said: "This is the traditional department stores grasp the internet era of positive attempts and preliminary results." The whole channel strategy of retailing is gradually clear, and the complementary advantages of online and offline will further enhance the consumer's shopping experience. ”

An initial attempt to embrace the internet

"Networks and entities are not the same, but complementary." "In Ming's view, department stores embrace the internet is also a good way, but he pointed out that at present, the retailer's attempt at O2O is very elementary, the future in 3-5 years will appear similar to the platform of products, will be people, merchants, owners, goods, shopping malls, environment and other links to increase multidimensional interaction, the commercial real estate to bring subversive innovation.

Owners can quickly understand the age structure of consumers, consumption habits, bring faster interaction and communication, to help owners more new products, this is the electric business and shopping malls combined with real value.

For the current hot topic of the Internet on the impact of real estate, Ming put forward a quite innovative thinking angle. He believes that real estate is to create space for people to live in the industry, this industry may be 3-5 years or very soon, such as from the PC to the mobile end of the change, but including the Internet, things networking, new energy, and even genetically modified industry technology, the future may be used for real estate, so that real estate becomes the largest application platform. He thinks, the real estate transformation is actually a kind of entity platform application beginning.

High latitude Global Forecast, 2015, Beijing's main business circle will usher in more than 360,000 square meters of new supply to the market. Among them, three Li Tun shopping district will have two locations near the quality Property Surplus Branch Center and the Tong Ying Center planned to market in 2015, which will bring the investment and operational challenges to the owners. In addition, the positioning of the high-end Wangfu central also plans to open in 2015, further enhance the business landscape of Wangfujing.

"Most property rentals in Beijing are rising steadily, and this trend will continue in 2015," he said. The reason is that Beijing has a larger consumption capacity, the core business circle of the real estate supply is relatively limited, the core commercial district become the main battlefield of commercial competition. "High latitude global called.