Guangzhou: The Contribution Of Department Stores Is Not As Good As Before.

In the past, department stores, supermarkets and cinemas were the standard of shopping centers, but with the rapid expansion of commercial real estate supply, homogenization problems appeared.

At this time, the combination of shopping centers tends to be diversified and personalized, and department stores are no longer necessary.

For a long time in the past, department stores were the signs of shopping centres, known as the main stores, and even the saying that "shopping centres did not introduce stores to flourish".

In Guangzhou's shopping centers, we can see the local brands such as Guang Bai department store, Guangzhou friendship, Tianhe City department store and so on.

However, in the past two years, new shopping centers are no longer interested in large department stores.

Last year, there was no introduction of large department stores in Panyu Liyuan Xintiandi and the shopping center of Haizhuqu District Sheng Sheng square, Baiyun District, and so on.

Some mature shopping centers reduced the size of department stores in the adjustment of formats. Last year,

The friendship is being renewed for ten years by the good store and the good Plaza, and the business area has been reduced from the original 30 thousand square meters to 16 thousand square meters.

After the withdrawal of the 23 thousand square meters of operating area, Xicheng has given priority to experiential formats, including Decathlon's innovative business model Decathlon sMall, Guangzhou's first iFitness fitness center, children's Wang Ertong theme MALL and other businesses, to attract visitors through sports, children, special drinks and other experiential formats.

Among them, Decathlon and fitness club business area has reached more than 2000 square meters.

Mr. Chen, the marketing department, said that the next stage will continue to introduce different formats and brands in the original department stores.

The complementarity and expansion of passenger flow.

According to the relevant data released by China chain operation association, in 2014, half of the 47 listed companies listed in the Department Store reported declining sales.

The total revenue of Guangzhou friendship business was 3 billion 363 million yuan, down 17.83% from the same period last year, and net profit was 263 million yuan, down 14.96% compared with the same period last year.

This is not the first time that Guangzhou friendship has declined in performance.

Guang Bai shares in 2014 revenue of 7 billion 646 million yuan, a decrease of 1.48% compared with last year.

Considering the diversification of income and format, some shopping centers began to reduce the size of department stores.

People familiar with the matter told reporters that the average rent of the mall is close to 300 yuan / square meter, but the monthly rent of friendship store is only 100 yuan / square meter.

Compression of the business area of friendship store is conducive to the improvement of the overall performance of the shopping mall.

Hesheng Plaza responsible person also told reporters that the department store rent is not high, and the current operating condition is not ideal, it is better to recruit several times the main store more cost-effective.

"To break through the homogenization, the shopping center should seek differential development and introduce the brand with characteristic and competitive advantage."

Huang Wenjie believes that, especially the shopping mall in the city center, we must rely on differentiation to maintain competitiveness so as to enhance the performance of shopping malls.