The influence of electric quotient on real business

Absrtact: The living environment of the electricity merchant and the physical store, at least from the present stage, it is the elimination of the long. When Mr. Ma, chairman of Ali Group's board of directors, said that the key to double 11 was not the number of turnover, but that it was time to think about how the price of commercial property lay

The living environment of the electric dealer and the physical store, at least from the present stage, is this to eliminate the long.

When Mr. Ma, chairman of Ali Group's board of directors, said that the key to "double 11" was not the number of turnover, but rather how the figure could beat the price of commercial property. Traditional department stores are welcoming their saddest "winter".

Located in the Beijing Dongcheng district North two ring Golden section of the three-Lee department store, since August 31 this year, has ceased to open business. Beijing has shut down at least 4 department stores this year. The newest one is located in Bell Plaza, "HQ still guest department store", they formally announced on November 6 closed the shop.

"If you want to open a shop, do not go to this mall, will certainly lose money." "Tianqiao department store Shopping Guide Yan (alias) said.

Faced with the powerful impact of the electricity business, commercial property developers, who bear huge costs, are in an uncertain future.

The winter of the department store

"Sha drama Drum Flyover City, how many visitors do not recall home", was a portrait of the overpass mall, but now the overpass shopping malls are sorrow incomparable. 6 o'clock in the evening to 7 is the time of work, but the flyover shopping mall only sparse few people, they are mostly forty or fifty years old people. Reporter saw, a few guests in the shopping malls of middle-aged and elderly clothing store wandering a little before leaving. Because of the dismal flow of passengers, several retail stores are gathered to chat.

Shopping mall on the third floor in the snow fly down down the shop assistant Yan told the 21st century economic reporter, "Shopping malls are too few people, coupled with customer base is the elderly, purchasing power is not strong, snow fly this year to launch some of the beautiful new models are not in." "Yan complained that, although it is now the down jacket sales season, but the company to set up the market for November 600,000 sales target is difficult to complete, but in other stores can be easily millions.

Yan not without regrets to say, Tianqiao department store operating state is less than a year, last winter snow in the flyover shopping mall sales reached 8 million this year, although the sales target has been reduced to 5 million, but from the current sales situation, the completion of the situation will not be too good.

21st century economic reporter saw at Tianqiao Mall, from the presence of the brand, in addition to the third floor of the Xidan shopping mall and a few sports brands, Tianqiao Mall brand is mostly unknown, such as the second floor of the clothing layer of "colorful snow lotus", "Jeep Costumes", "Wanshun run" and so on, the suspected brand of footwear, the brands "Bellebelle", "German footwear" and so on, in addition to "open the East performance clothing" and other shops.

Even more surprising is that the four floors of the flyover shopping mall have opened a hotel. Yan told the 21st century Economic report reporter, Tianqiao Mall, some small brands are basically private, and some even from the wholesale market directly introduced.

Tianqiao Mall is still breathing, three Lee department stores have been completely closed.

Metro line Line 2 will be able to see the San Lee mansion after the door is settled. The building is now a downturn, the entire building only one floor of Everbright Bank also lights, and "24-hour self-service banking" These characters are only "24-hour service."

21st Century Economic Report reporter at the scene saw, in the main entrance of the department store said "closed shop", the door column "closed shop notice" shows that from August 31 onwards, the mall closed to the outside business. The company stores only one underground supermarket and a discount store for the Ordos sweater, which is labeled "Closing the Shop", with clothing and footwear for sale, and food products.

Cost difference

In the real estate industry, Mr Ma to play commercial real estate high prices are not arrogant, but the reality is that the low cost of the operation of the electricity business is indeed challenging commercial real estate costs of the reality.

"Double 11" Alipay Full day deal amount 35 billion, many brand flagship store played an important role. The brand flagship stores have shifted from offline to online and are making a huge impact on traditional commercial property.

In the case of the cat, a businessman in the cat only needs to pay a year 30,000 or 60,000 of the technical annual fee, the remaining cost is the turnover of commission expenses and margin. And the line under a normal location of 50 square meters of shops, monthly rental expenditure to reach 30,000-100,000 yuan, not including a lot of circulation of the various costs generated.

Huge cost differences, for businesses, have a great temptation. Reporters in the exchange with a number of commercial real estate developers found that they generally reflect that the current commercial real estate is the biggest dilemma is the difficulty of investment, and the main reason for the difficulty, on the one hand, the type of retail brand is small, on the other hand, is the cost of pressure.

The general manager of a brand commercial real estate company told reporters that the operating cost of running a shopping center is quite large. The fixed costs include three parts, labor costs (their employees and outsourced security, cleaning, etc.), energy costs and annual maintenance and renovation costs; In addition, the shopping center will also produce some promotional costs, this part of the cost in the opening of the market basically need developers half subsidy.

The above is only operating costs, does not include the initial price and the cost of Jian ' an and depreciation.

Some of the new shopping malls can raise rents through good operations, but for the lack of innovation in traditional department stores, businesses are naturally unwilling to pay high rents and eventually push them towards the brink of death.

Jianguo Gate Guiyou Mansion is located in the prime location, close to the international trade, but the business situation of the mall is also worrying. Women's area can be seen "Lidl", "a cloth", "the" and other brands, men's area, "Fort Ma", "Cartigny" and so on, brand competitiveness is not strong.

Because the market operation is not as good as before, shopping malls can only reduce rents to attract businesses. Guiyou Mansion a restaurant owner told the 21st century economic reporter, don't look at the Guiyou mansion is so good, the rent is very cheap. A street from the Silk Road to rent a common stall into the shop 30,000, deposit 30,000, each month also pay 20,000 of the rent. But you can pay 7000 per month in the Guiyou building.

Wu Yao, vice president of sunshine New industry, believes that the decline of the department store has a great relationship with its business model. Most department stores use the way into the shop fee plus the method, this is a kind of only earn not compensate of the train of thought. However, for some businesses, they are not good at department stores and naturally unwilling to pay high costs.

Jianguo Gate Guiyou Mansion jubilant shoe Cabinet a shopping guide told the 21st century economic reporter, their one-month turnover of about 50,000, but compared to other stores is too poor, the trade store sales can be over 300,000 per month.

Guiyou Building Propaganda department manager Zhou said, "in response to some of the current threats, there is no major changes in guiyou, the impression of almost no." ”

Shuffle

The general manager of the above-mentioned brand commercial real estate told reporters that they are also discussing the influence of the electric quotient on the real business these days, the conclusion is that this is the inevitable result of market development, and can only adjust oneself to adapt to change.

The result of the market shuffle is the decline of department stores and the experience of emerging shopping malls.

According to Shenwan reported that in recent years, the general merchandise trade gross profit margin is relatively stable, but the trend of gradual decline, the gross margin in the past three years are respectively 22.58%,21.84%,21.57%. The deterioration of the one or two-line city competition, department stores are required to provide more favorable deduction points for suppliers in order to achieve comparative advantage in the competition; the layout of the three or four-line city has led to a downward shift in the overall commodity grade of the department store, lower average gross margin of low-grade goods, and increased competition, forcing the department stores to carry out more price promotions, Further pulling down the overall level of gross profit margins. They judged that future department stores ' gross profit margins would fall further.

According to Beijing's three listed department stores in the first three quarters of the report, the Wangfujing, the first business shares, Cui Wei shares were down, the decline was 4.62%, 6.71%, 9.04%, of which only Wangfujing international gain 9.93% of the operating income growth.

New shopping malls are not as good as they think. According to senior sources, in order to smooth the investment, shopping malls most of the way is to increase rent, for some strong brand, some even want to use rent-free, pure method. Some shopping malls in the early days of operation, the introduction of some major brands also to give decoration fees and other subsidies.

Wu Yao says that consumption habits have changed, and that the business of commercial real estate must change. Good commercial property developers should be forward-looking or even lead the trend of consumption. The result of the shuffle is that commercial property is more concentrated, the layout and location will become more important, and some community businesses will grow faster.

Yue City, a relevant person in charge told reporters that they have now set the new growth point of the shopping center in the experience of the economy. According to one of their research, consumers pay more attention to the environment of shopping malls than to the importance of the goods, enough to show that consumers to the shopping center environment and experience the function of the value, has shifted from the most basic shopping needs to "emotional experience" demand.

The official said Yue City's "experience economy" strategy, so that consumers in the great Yue City to obtain the "emotional experience" of the demand for satisfaction, bringing the brand recognition and follow, but also led to consumer consumption, to achieve the sustained growth of business income, as well as higher commercial value.

Behind the experience economy is the adjustment of the business state. According to the general manager of commercial real Estate told reporters that the whole shopping center is going to retail, that is, to enhance the proportion of catering and entertainment.

Faced with the challenges of the electrical business, many developers have also begun to pay attention to the past neglected community business. East Asia Xinhua Real Estate marketing director Jia Yupeng told reporters, "We sell the commercial Street customer positioning is to serve within 1 kilometers of the community around the crowd, business planning is closely related to the people's lives in the form of convenience stores, such as community supermarkets, boutique clothing store, catering, health and wellness Spa, maternal and child supplies. This type of shop area is not too large, flexible investment, the total price is not too high, such as our East Asia Five ring International, an area of 110 square meters-752 square meters, all of the pro-shop independent double-decker shops, the current downpayment is very enthusiastic customers, has not yet opened a basic booking completed. ”

In an interview with the 21st century Economic Report, Mr Joseph W P Wong said the influence of electric quotient to commercial real estate is obvious, from the inside view, supply quantity is too big, lead to vicious competition in the industry, local froth, homogeneity is serious; externally, marginalized entity sales are affected, The survival of the department store is getting harder.

Mr Wong said that at present, there are two kinds of changes in department stores, one is to go to the direction of shopping malls, the introduction of more experience-type catering and other forms of business. But catering and other forms of the main function is to attract people, the contribution of the profit is not small, the garment industry's contribution to the profit is greater, need wisdom to achieve a balance. There is another way to O2O E-commerce mode, by doing a website to counter the electric quotient, but not fashion, you must do offline experience and online shopping combined to bring customers a different thing to do.