Return to the "department store model", i.e. return to the business model that focuses on sales abstraction, focuses on single product management, and focuses on brand association. But not the original return, but the upgraded iteration of the "department store mode", that is, things spiral upward, wave forward development law. Why would have this inference, there are two reasons:
1, mall mode top
This should be divided into two and look: on the one hand, the performance of the excellent mall encounter performance ceilings, rents can not be raised, more by the basic saturation, and the increasingly serious homogenisation of the customer base is constantly being eaten; on the other hand, the other mall encountered a serious investment predicament, the main reason is that too many parties, not enough party B. According to retail fair, quality party B is becoming more and more scarce. And high-quality party B is becoming more and more scarce, due to the scarcity of more and more powerful; other brands tend to be more and more conservative because of the expected concerns, do not want to dare to challenge the high rent.
2、mall main categories of potential space is exhausted
The main categories of mall are catering and entertainment:
1, entertainment class think about that a few, not only homogenisation is serious, and a few potential to be dug; on the other hand, the industry is relatively large investment, even if there are some high-quality innovative projects, but also will only be inclined to a very few high-performance project test; and other brands are more seek to "four or two to a thousand jin", that is, to strive for a time to invest in a sustained income, so digging space is extremely limited; space. Space is extremely limited;
2, catering in recent years, although it seems to blossom, but in fact, has begun to "the opposite of the pole": on the one hand, the fresh energy over, and even began to fall into the traditional business; with the corresponding is that consumers have begun to numb. This just think of the food and beverage in the era of department stores in the mall can be: at that time, the commercial project food and beverage is mostly stall fast food, can eat in the mall food is very fresh, and this alone can be gimmicky. And now? Now in the mall to eat with the year in the department store shopping is no different. When the fresh become traditional, and homogenisation is becoming more and more serious (more choices, alternative strong), coupled with environmental factors, catering industry's future imagination can be imagined.
According to retail fair, high-performance mall in order to further improve performance and slow down the impact of homogenisation, only from the "department stores" (retail category) to do the article, that is, through the sales commission (class to take the high) to achieve the overall performance of the further enhancement; and other mall in order to occupancy (fill shop) or performance needs will also be to the "department stores" tilt. Department stores" tilt. This is also based on the 3 major attributes of the department store category:
The biggest: Is there a bigger category than department store brands? There are more than the retail category more rich digging space category? Only women's clothing / jewellery a category if really digging deep can fill a project of hundreds of thousands of square feet (and not the same), not to mention with men's clothing, children, sports;
The most flexible: catering, entertainment by the area limit, but not department stores, such as some clothing or designer, buyer brands, how much area can make the characteristics, and cut the shop is the most simple, suitable for further excavation or adjustment in the future;
The most varied: entertainment class by the input limit is not easy to update, catering class update more by the dishes, while the retail class is not, only one year that is no less than 4 times to update (spring, summer, autumn and winter new products on the market), and then increased promotions, sales, anti-seasonal ...... can be described as "want to remain unchanged are difficult," which also This also creates more reasons for customers to shop.
According to retail fair, whether it is the project or industry demand, or the department store's own attributes and mode characteristics mean that the "return" benefits outweigh the disadvantages, the probability of becoming inevitable.
Source:联商网