Shopping Center Plays Experience Card Store Luxury Store

Data show that in the first half of this year, the main retail enterprises closed 120 in China, of which 25 were department stores and 95 were supermarkets.

Poor performance and strategic structural adjustment are the main reasons for the closure of retail businesses.

Under the condition of slow growth or even loss, the expansion of online channels has become one of the directions of retail pformation.

Retail giants represented by supermarket giants have tried water business, spreading competition from offline to online.

The major supermarket giants have built their own e-commerce platforms, and some have also launched the mobile terminal APP.

WAL-MART's wholly owned 1 shop has launched APP's "quick purchase", which has landed in three cities in Shenzhen, Guangzhou and Dongguan. Huarun has launched an e-commerce platform "e million" to push its cross-border e-commerce channel, and the "flying bull network" of Da Yun FA is moving towards the direction of professional e-commerce platform; Yong Wang has also launched a APP offering discount sales information to its members.

Luxury brands and high-end cosmetics brands have also launched the online trial.

According to media reports,

Online test water, high jewellery and glasses series have achieved good sales results. In the future, we intend to continue to expand the electricity supplier market, not to exclude the sale of handbags.

COACH also returned to Tmall in September this year, and Burberry, Cartire boutiques, etc. also appeared in the electronic business platform.

In addition, Estee Lauder, CLARINS and L'OREAL have opened official flagship stores in Tmall and other e-commerce platforms, and strive to jointly develop online and offline.

It is understood that

The Wanda Department, including Guangzhou Zengcheng store, Guangzhou Panyu store, Foshan store and Jiangmen store, are all new stores opened last year.

Industry analysts believe that Wanda helped Wanda Plaza to speed up the opening speed, but after a period of operation, it found that their performance was poor, and they could not compete with the old store.

Huang Wenjie, a well-known business expert, said that the Panyu shop tune was set 3 months ago, when management began to withdraw.

He pointed out that from 2013 to the first half of 2014, Wanda Department made a round of efforts in order to improve its performance, but business indicators still failed to reach expectations, but continued to lose money, and it was difficult to turn losses in a short period of time.

Judging from the big environment, since last year, the whole department store industry is descending. The setback of department stores is not the unique situation of Wanda Department stores. It is also reasonable to compress the operation area of Wanda Department store.

In addition to the layout line, experiential format has also become the "confrontation" of traditional retail enterprises.

And a great weapon for our competitors.

Shopping centers have increased catering, entertainment and other experience formats. Fast fashion restaurants, children's playgrounds and other shopping centers have gradually become the standard of shopping centers.

Take the good Plaza as an example, on the basis of many dining, cultural, artistic, recreational and other physical examination formats, the new interpretation theatre and oceanarium also met with you recently.

The shopping centres such as Wan Ling Hui, Yue Feng Plaza and sun Xintiandi have also consciously increased the proportion of experience formats, including increasing food and beverage ratio, promoting interactive activities under the line, introducing music resources and so on, so that customers can enjoy the online shopping experience that can not be touched.

Compared with shopping centers, traditional and single department store days are more difficult.

At the end of October and early November, Wanda Department Store in Panyu, Guangzhou was shut down and withdrawn from the market. Instead, it will introduce brand integrated stores and experiential formats.

Reducing the proportion of department stores and increasing the experience format has become a consensus in the pformation of many department stores.

There are also luxury brands and imported cosmetics brands.

The price cut this year does not seem to change the decadence of luxury brands in China.

Following the closure of Hongkong flagship store by Coach and TAG Heuer this year, LVMH Vuitton, the world's largest luxury group, also closed its store in Libai square in Guangzhou on November.