Department store Shing Spring Festival file "reverse attack" electric dealer

During the Spring Festival, express change "slow Pass", the electric Business "stop Vegetables" let department store successful "reverse attack", the major businesses have resorted to all the tricks, to attract customers, department stores clothing shoes and hats Shing. From the channel to the King to face the network consumption to seize the market, 2013 department store can again become "darling", the industry believes that the key is still in its own transformation, to expand domestic demand from the cake more than a piece.

Electric business "Stop Vegetables" department store Shing

During the Spring Festival, express capacity tension, many Consumer-to-consumer E-commerce shop early closed, so that department stores ushered in the Shing "Red fire scene." Reporters recently visited Shanghai, Anhui and other department stores to see, promotional discounts and other activities attracted many customers came.

Lunar, reporter in Anhui Hefei Hualian Shopping Center to see, a number of shops have played "50 percent" "full reduction" and other promotional information. A shop sales staff are "full 300 yuan minus 120 yuan" to replace the sales card "full 200 yuan minus 100 yuan." Sales staff said that the end of the year to promote a strong, "now sales than usual growth of at least 40%."

For the impact of shop on the real store, Shanghai Wujiaochang Oriental Mall Women's shoes counter Leirsding clerk gave an example: consumers to store a good look at the style back online to buy, the results of the comparison found in the quality or color discrepancies, and then changed back to the store to buy. And sometimes shopping malls do promotions, not more expensive than online. "Of course, can not and Taobao on those very cheap than." I'm afraid the quality is not guaranteed by those ridiculously cheap shoes. Said the clerk.

Beijing Business Information Consulting Center data show that the first day of the Spring Festival Golden Week, the Beijing consumer market abundant supply, all kinds of promotional activities rich and colorful, New Year's Eve capital 120 key business services enterprises sales reached 1.06 billion yuan, an increase of 8.2%. Anhui Province Department of Commerce data show that February 10, Anhui 16 large-scale integrated shopping malls to achieve a total sales of 45.7017 million yuan, an increase of 6.17%, 16 supermarket total sales of 53.7676 million yuan, the year-on-year increase of 8.36%.

Difficult to reduce costs department stores have been repeatedly hit

Although in the Spring Festival during the department store Shing, at ordinary times, the invasion of the electrical business has made many shopping malls miserable. Experts believe that the biggest impact of E-commerce on department stores is the price advantage.

The first textile network editor-in-chief Wang Maijin introduced, assuming a clothing of the ex-factory price of 100 yuan, department store retail prices may reach 1000 yuan or even higher, even if it is a very common clothing, the factory price and the retail prices also differ three or four times times. First-level, two, three or even four-level agents, such as intermediate Shengar, the price of natural rise.

Fan Yanju, Deputy secretary general of China Department Store Business Association, said that the physical shop than the shop cost is high, mainly rent, labor costs, channel fees and other causes. "Physical stores not only sell goods, but also sell services and sell the environment, all of which require cost." Unlike shop, one or two people can handle the procurement, service, after-sale and so on all aspects. ”

China's National Business Information Center statistics show that 2012 national key large-scale retail enterprises apparel commodity retail sales grew 12.3% year-on-year, the growth rate was 8.1% lower than 2011. And only "Double 11" day, the day cat Taobao sales reached 19.1 billion yuan, an increase of 260%.

Can the expansion of domestic demand drive the "reverse attack" of department stores?

With the State Council forwards the Development Reform Commission, the Ministry of Finance, the Ministry of Human Resources Social Security, "on deepening the reform of income distribution system," a number of changes in income distribution reform of the curtain officially opened.

Experts believe that with the deepening of income distribution reform, the 2013 consumption expansion into a large probability event. But after the cake is big, the department store can be divided into one more, mainly rely on its own transformation.

Some people in the industry said that the department store must first look away, can not simply sell products, to combine the city's culture, business, tourism, for consumers to increase experience value, such a business model to promote consumption.

Fan Yanju suggested that department stores should change the image of "sitting by rent" as soon as possible, and speed up the pace of expanding self-employment, such as "buyout" of some brands, enriching the independent commodity categories in the grocery store, and eliminating the distress of shoppers visiting the family. At the same time, can also be like wangfujing (600859, shares bar) "NET", after all, the physical shop area is limited, the use of network channels of the diversified retail model, can save and create some "home consumption."

Tan Yuan, managing director of Ying Shek Asset Management Ltd, advises department stores can also be reshaped, distributed to brand discount stores, fashion tidal areas, women boutique areas, such as a variety of small-scale, themed service providers, not only for users to clear location, and these commercial areas accounted for a small area, can ease the cost pressure.