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Online And Offline Brands Still Rely On Department Stores To Open Up Popularity.

2013/7/26 18:07:00 28

since 2008, with the gradual slowing down of China's economy, the retail industry has entered the "growing annoyance" period, and the downward trend of its retail sales has continued to the present.

"in 2012," a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > although the retail industry maintained a two digit growth, compared with the growth rate of other years, the downward trend of year-on-year growth is still more obvious.

Jiang Changjian, Ph.D., School of international relations and public affairs, Fudan University, said at the Summit Forum on cooperation and development of China's clothing and business channels in 2013.

at the same time, in recent years, the rapid development of e-commerce, the rapid rise of shopping mall and other emerging commercial complex, all of the department store industry survival pressure.

in such a special period, how does department store survive?

online and offline

brand still rely on department stores to open up the fame "/p".

"clothing enterprises can not do without the department stores if they want to make brands."

Wang Yao, vice president of the China Federation of Commerce and director of the China National Business Information Center, believes that the department store industry is not without a way out. "In the view of the current development path of China's clothing brands, the vast majority rely on department stores to open up popularity."

At the same time, Wang Yao also admitted that the rapid development of e-commerce channels in recent years has caused some pressure on traditional department stores, and more and more brands are gradually choosing to make brands on the P platform.

But he believes that this is not a good choice.

"Shanghai has an underwear brand and touches the net for nearly 4 years for nearly 2 billion yuan.

The electricity supplier channel is indeed the place where the brand creates sales, but it is also the place to destroy the brand.

Wang Yao said that when he contacted the brand in 2008, the price of his underwear was around 120 yuan, and today, the brand's underwear sells for only 45 yuan.

in the "Warlords scrimmage" business platform, consumers are more concerned about the price of goods.

Therefore, this mode of consumption can easily turn the brand into a vicious circle of low price competition, which in essence is contrary to the healthy growth process of the brand.

"I have been unable to understand how the trousers and coats sold on Taobao for tens of years have been made."

In the case of Shandong sulang clothing, "a target=" _blank "href=" //www.sjfzxm.com/ "> dress < /a > Limited by Share Ltd chairman Wu Jianmin, it seems unfair that the brand competition on the same line is not fair in price, many brands are not standardized in terms of product quality, enterprise management and tax payment.

for this reason, Wu Jianmin believes that the terminal channels of China's online and offline businesses need to be standardized in the future.

"The combination of future online and offline must be based on specification, which includes many aspects such as product quality specification, tax policy and so on.

Only by establishing a perfect standard system can we realize the long-term development of China's manufacturing and manufacturing brands. "

The data of market also demonstrated Wu Jianmin's judgement.

"P >" Taobao's development to this day has also undergone very great changes.

Now, the first selling of Taobao women's wear is sowing, and the first place of men's wear is JACK&JONES.

Ultimately, the recognition of the market is still inseparable from the brand building.

Because only by making brand can we achieve its stickiness to customers.

Wang Yao said.

at the same time, from the development of offline retail market, in recent years, the new commercial complex such as shopping mall has a great impact on department stores.

In this regard, how should the Department Store deal with it?

stick to traditional mode or change with demand?

in recent years, the development and operation mode of department stores have been criticized by the industry.

Li Guoding, general manager of Shanghai Friendship Group Inc, admitted that due to the overly rugged management mode in the past, the operation level of many department stores continued to weaken.

"many consumers have the impression of department stores on the side of 1000 stores, running five stores and running around the same house."

Li Guoding said.

at the same time, for many consumers, the price of goods in department stores is high and services are not modern enough.

The general view of suppliers on department stores is that the discount points are very high and are not easy to enter.

Many department stores are more important in brand introduction.

the sharp rise of shopping centers in China is in sharp contrast to the weakness in the development of the department stores.

"in 2012, there were 3100 shopping centers in China.

According to the relevant data, from 2012 to 2015, the annual growth rate of new shopping centers will continue to rise rapidly, with a general level of 300 to 400.

Guo Zengli, director of China shopping center industry information center, looks like the rapid growth of ZARA, H&M and other brands in the Chinese market is because they have grasped the rapid development of shopping centers in China in the past ten years.

but not all people are optimistic about the future of shopping mall.

Wang Yao believes that shopping centers rely on catering, entertainment and other diversified business projects, which really aggregate many people.

But shopping centers are developing too fast in the Chinese market, resulting in uneven development in all parts of the country.

At the same time, because the shopping center's traffic volume is greatly influenced by its catering matching level, brand enterprises must choose a suitable shopping center to ensure the passenger flow.

As a result, the department stores do not have no opportunity in the future retail market. In addition to strengthening their own advantages, it should also learn from the advantages of the commercial complex such as shopping mall and so on.

"at present, the development of China's department stores is similar to that of Japan's department stores in the 80s and 90s of last century."

Li Xiangtian, President of RADI (South Korea) company, said that the department store industry in Japan had experienced a gradual decline in sales since 1996. But after the shuffling of the industry, Japan's department stores have achieved many outstanding performance stores through structural adjustment and self strengthening.

At the same time, the development of Korean department stores is also strong. P

According to Li Xiangtian, "from 2007 to 2012, the growth rate of Korean department stores has reached 8.1%.

Department stores are a relatively important part of the Korean economy. The three largest department stores in South Korea occupy 80% of the retail market.

"among the reasons for the success of Korean department stores, the most important thing is that they have learned the technology of Japanese department stores."

Li Xiangtian said.

what is the operation technology of Japanese department stores?

department store also on pformation and upgrading

"P >" Young Plaza, Seoul, Korea, is a relatively large department store in Korea.

In fact, it is not only a department store, but also a hotel, a movie theater and a famous brand hall.

According to Li Xiangtian, Korean department stores will change and restructure their business projects in almost 5 years, strengthen customer relationship management, and carry out large-scale and complex measures.

At the same time, we need to carry out innovative development.

for this, Li Guoding, general manager of Shanghai Friendship Group Inc, agrees.

"P", "department stores must pform and upgrade themselves through organizational procedures, organizational structure, profit models and business models."

Li Guoding said.

to this extent, increasing the concentration of Chinese business will also be an important trend in the development of China's department stores in the future.

"China's current commercial concentration is less than 20%, according to the concentration of commercial concentration in advanced countries should be between 60% and 70%, and China is far from being achieved."

In this regard, Li Guoding said that the future of China's business will be formed through reorganization and merger.

The development of large department stores will be more conducive to the integration of all aspects of resources in the department stores and enhance their competitive edge.

in the specific operation strategy, the Chinese department stores also found that the era of their own change has arrived.

"P", "the department store will continue to be the two landlord.

In the past two years, the Department of friendship has invited suppliers and experts, and has also inspected foreign department stores to find their own way of change.

After the inspection, Li Guoding was also thinking about a question: Why did the Japanese department store, which was also out of the great depression, finally shift from the joint marketing mode to the self run?

P, for this reason, friendship Department has been trying to find rules from Japanese cases over the years.

To improve the current development dilemma of the department stores, we must improve the gross profit margin of the department stores.

This requires the department stores to increase their own business promotion process, to do information, process, single line management and logistics and other supporting.

At the same time, increasing self employment category is also an important means to increase market profits.

Li Guoding said that in the future, friendship department stores should expand the proportion of self employment.

The group may set up a procurement group in Europe to purchase the world's better products, and establish the European Pavilion and the Americas pavilion to enhance the competitive level of its department stores.

At the same time, this can help to realize the concept of mass department stores.

"in the future, we may also develop our own products and make our own brands."

For the future of department stores, Li Guoding is full of confidence.