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叹息!北京SOGO如此凋零,百货业出路在哪儿? – Sigh! Beijing SOGO so withering, Department store where is the way out?

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摘要

除了受实体经济增长放缓,租金成本高企,电商冲击等影响,百货业自身还有哪些值得反思的地方? – In addition to the slowdown in the real economy, high rental costs, business impact/effect, where the Department store has its own what is worthy of reflection?

[:zh]

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

除了受实体经济增长放缓,租金成本高企,电商冲击等影响,百货业自身还有哪些值得反思的地方?

/

文|于佳欣、高健钧    来源|新华视点(ID:XHSXHSD)  

坐拥北京宣武门黄金地段的SOGO庄胜崇光已有近20年历史,这个曾经见证并创造百货业辉煌的高端商场,从去年底至今持续经历着令人尴尬的“撤柜潮”,引发了消费者和业界的广为关注。 

 

相对于今年一季度消费对经济增长的贡献攀升至77.2%的佳绩,传统百货业发展却在放缓,频遭“闭店潮”。在这些个案的背后,如何通过供给侧改革振兴实体百货业,值得思考。 

 


高端商场遭遇“撤柜潮”

庄胜崇光百货于1998年开业,曾是北京单体面积最大的商场之一。“地处黄金繁华位置,从一度辉煌走到面临调整凋零,让人觉得惋惜。”一些业内人士发出这样的感慨。

 

记者近日在走访SOGO庄胜崇光百货老馆时发现,一层的高档化妆品专柜全部撤销,成了服装大卖场,二、三层正常营业,四、五、六层的销售柜台已人去楼空。在之前的很长时间里,逛SOGO是不少消费者拥趸的时尚生活方式,而今这里却渐成了大卖场。 

 

男装品牌九牧王的销售人员告诉记者,一层大部分男装品牌原来都在四、五层经营,但因为商场要进行整顿,便转移至一层销售。

 

“正在等商场通知,具体原因不好说,反正我们的服装在这个月合同到期后也就撤出SOGO,所以商品都是赔本甩卖。”服装品牌“城市骆驼”的销售人员说。

 

关于SOGO未来发展,各方传闻不断,有的说是SOGO多元投资失误导致,也有的说商场要走向关闭,还有的说这里将改为写字楼。对于种种传言,SOGO方面始终保持缄默。记者试图联系采访商场有关负责人被婉拒。

 

业内人士表示,在电商大潮澎湃兴起的背景下,SOGO走向萧条,尽管在很大程度上与其主营业务调整和自身经营不善有关,但也从中折射出我国传统百货业发展面临的共同困境。

 

据中国商业联合会、中华全国商业信息中心统计,2016年,全国百家重点大型零售企业零售额同比下降0.5%,降幅相比上年扩大了0.4个百分点。华堂、百盛等老牌百货在北京关闭部分门店,进一步引发百货业是否再遇寒冬的质疑。

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?图为正在调整的商场内部。新华社记者 于佳欣摄


品牌少、个性缺、不好玩

个性问题固然为主因,但事件透露出的百货业更深层次的问题更值得重视。

 

业内人士认为,SOGO一直以传统的百货形态经营,受电商冲击严重,也不具备价格优势。加上北京南城新建的不少商圈对客户分流的影响,最终造成了如今的尴尬局面。

 

其实,这在百货业中并非个例。记者在走访位于朝阳区东大桥附近的蓝岛大厦时发现,虽然离使馆区不远,但商场内冷冷清清,营业员比顾客数量还要多。不少名牌服装打出3至5折的优惠价,却无人问津。

 

百货零售业近些年频遭闭店,显示出发展的严峻态势。除了受实体经济增长放缓,租金成本高企,电商冲击等影响,百货业自身还有哪些值得反思的地方?

 

中国连锁经营协会副秘书长彭建真指出,现在涌现出网购、海淘、代购等多种模式,消费者有更多选择,实体店如仅靠打“价格战”而不推出性价比高的产品,势必不能长久。

 

百货业的联营扣点模式,也被认为是导致其走向衰落的重要原因,自采自营则被视为拯救百货业的“良药”。“由买手直接从厂家购货,信誉、特色、成本上都有诸多优势。”北京电子商务协会副秘书长魏波说,而且能推出更多满足消费者个性需求的品牌,打造百货店的软实力。

 

日前,王府井集团就推出自有品牌“王府井梦工厂”,展示带有北京文化符号的自主设计文创产品。尽管整体定价处于中上水平,但相比其他品牌店的人流,这里却吸引了更多的顾客。

 

在彭建真看来,国内外百货业面临的一个普遍问题是对年轻消费者的吸引力不够,缺乏新奇好玩的体验。不少百货店尝试多元化经营,但多是增加餐饮和简单娱乐,但并未真正实现购物中心的业种和品牌的组合。

 

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

空荡荡的商场。新华社记者 于佳欣摄


独特性+趣味性  

百货业未来走向如何?转型出路在哪?专家认为,应从产品和服务的独特性、消费场景的趣味性等方面入手,推进百货业的供给侧改革。

 

普华永道的一份调查报告显示,尽管客流量放缓,但许多顾客仍然希望与产品有实际互动,零售商仍然可以通过实体店抓住客户。

 

比如一些运动品牌的体验店里,就不仅仅是单纯的卖产品,而是开辟了集设计、灯光、场景于一体的动感跑步区域。跑步者置身其中时,能体验到真实的运动场景,而且跑步的数据也会在室内外屏幕上实时显示,充满了互动与乐趣。

 

当然,并非单纯地从百货业态转型为购物中心就能解决问题。彭建真指出,百货业要向新奇好玩的体验、族群社交场所、家庭生活体验转型,提升内在价值,才能活得更好。

 

“买手制的推进不能一步到位,要循序渐进。”魏波指出,由于买手对于行业趋势、消费者喜好要非常了解,但目前人才匮乏,需要一定时间的培养。

 

无论哪种方式,都要对消费者有充分的了解,而数字化是解决这一问题的关键。北京市商务委主任阎立刚表示,实体零售商家既要用好互联网进行销售、营销,又要借此研究清楚目标群体及其消费偏好,才能进行精准营销和生产。

 

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?


叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

In addition to the slowdown in the real economy, high rental costs, business impact/effect, where the Department store has its own what is worthy of reflection?

/

Source | text | Yu Jiaxin, Gao Jianjun Xinhua view (ID:XHSXHSD)

Sitting on Prime SOGO Beijing Xuanwumen Junefield Sogo for nearly 20 years, once a witness and create prosperity of general merchandise industry, high-end shopping malls, from the end of last year has continued experiencing embarrassing "withdrawn the tide", sparked wide concern of consumers and industry.

Relative to the contribution of consumption to economic growth in the first quarter of this year climbed to 77.2% performance, traditional department store industry is slowing, were frequently "closed-shop boom". In these cases, behind how department stores supply side reform entity, worth thinking about.

 

High-end shopping malls encountered "withdrawn the tide"

Junefield Sogo department store was opened in 1998, was one of the single largest shopping mall in Beijing. "Located in prime downtown location, walking from the once-glorious faces fade, people feel sorry. "Some people in the industry by such a feeling.

Reporters recently discovered during visits to SOGO Junefield Sogo department store Museum, one upscale cosmetic counters removed entirely, a clothing store, two or three layers of normal business, sales counters have been left vacant for four, five or six layers. For a long time before, the lifestyle of the SOGO shopping is that many consumer advocates, now becoming a mall here.

Menswear brands joeone salesperson told reporters that a layer of most men's brands are operating in four or five floors, but because of commercial consolidation, then shifted to a sale.

"Notifications such as shopping malls, why not say, anyway, our clothes in the months after the expiration of the contract withdrawal of SOGO, so goods are on sale at a loss. "Clothing brand" city camel "sales staff said.

On the future development of SOGO, rumours, said SOGO pluralistic investment mistakes, some said the Mall you want to close, and says it will be converted to Office space. Rumors, SOGO has always remained silent. Attempts to reach interview Mall officials were politely refused.

Insiders said under the background of the surging tide of business, SOGO recession, although to a large extent relevant to its business adjustment and its own poor management, but also reflects the development common predicaments faced by traditional department stores in China.

According to statistics from China General Chamber of Commerce, the China national commercial information center, 2016, the national hundred key retail sales fell 0.5% in large retail enterprises, a decline compared to 0.4% per cent on the previous year. Huatang, parkson, a veteran department stores to close some stores in Beijing, led department store winter challenge.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?Photo shop is being adjusted. Yu Jiaxin Xinhua photo

Brand personality deficiency, no fun and less

Is mainly due to personality issues, but the incident revealed that the Department stores of the deeper question deserves more attention.

Industry insiders believe, SOGO has been the traditional forms of department store business, severely hit by the electrical contractor, nor does it have the price advantage. Plus lot of CCP Beijing Cheng new diversion effect to customers, and ultimately caused the embarrassing situation.

In fact, this is not alone in the Department store industry. Reporter visited is located near our building, Chaoyang, found, although not far from the Embassy area, but deserted in the shopping centre, the salesperson has more than the number of customers. Many brand-name clothing a 30 percent-50 percent discounts, no one cares.

Retailing in recent years were frequently closed shop, showing development of critical situation. In addition to the slowdown in the real economy, high rental costs, business impact/effect, where the Department store has its own what is worthy of reflection?

Peng Jianzhen, Deputy Secretary General of the China chain store and Franchise Association said that now emerged in online shopping, Haitao, purchasing and other models, consumers have more choices, and stores such as just for playing "price war" and not to introduce cost-effective products, will not last long.

Department store chain of point mode, was also cited as an important reason for its decline, since the self is seen as saving the Department store industry mining "medicine." "By buying directly from the manufacturer purchases, credit has many advantages, features, cost. "Beijing e-commerce Deputy Secretary General Wilson said, and more personalized to meet consumer demand for the brand and build the store's soft power.

Recently, the Wangfujing Group launched its own brand "Wangfujing DreamWorks", showing independent creative design products with the Beijing cultural symbols. While the overall price is above the average, but compared to other brand shops of people here has attracted more customers.

Peng Jianzhen, Department stores faced a common problem at home and abroad is attractive enough for young consumers, the lack of new fun experience. Many department stores try to diversify, but are increasing food and simple entertainment, but did not realize the kinds and brands of the shopping centre industry combination.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

Empty shopping mall. Yu Jiaxin Xinhua photo

Unique + interest

Department store industry's future direction? Transformation of where is the way out? Experts believe that the unique products and services, consumer interest in a bid, promote the supply side reform of department stores.

According to a PricewaterhouseCoopers survey, although passenger traffic slowed, but many customers still want actual interaction with the products, retailers can still store clients.

Some sports brand experience in the shop, is not simply to sell products, but opened up the set design, lighting, scene running in one of the city area. When runners inside, to experience real movements and running data will be indoor and outdoor displays in real time on the screen, is filled with interactive and fun.

Of course, not simply from the Department store business transformation for the mall will be able to solve the problem. Peng Jianzhen noted that department stores to the new fun experience gaming experiences, family life, and communities in transition and enhance intrinsic value, in order to live better.

"Buying handmade advance is impossible to achieve, step by step. "Wilson points out that, because the buyer fully understand industry trends, consumer preferences, but the current lack of talent, training takes time.

Either way, consumers are well understood, and digital is the key to solving this problem. Director of the Beijing Municipal Commission of Commerce said Yan Ligang, mortar retailers should make good use of the Internet for sales and marketing, will take this research clearly target groups and their preferences, to make precise marketing and production.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

[:en]

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

除了受实体经济增长放缓,租金成本高企,电商冲击等影响,百货业自身还有哪些值得反思的地方?

/

文|于佳欣、高健钧    来源|新华视点(ID:XHSXHSD)  

坐拥北京宣武门黄金地段的SOGO庄胜崇光已有近20年历史,这个曾经见证并创造百货业辉煌的高端商场,从去年底至今持续经历着令人尴尬的“撤柜潮”,引发了消费者和业界的广为关注。 


相对于今年一季度消费对经济增长的贡献攀升至77.2%的佳绩,传统百货业发展却在放缓,频遭“闭店潮”。在这些个案的背后,如何通过供给侧改革振兴实体百货业,值得思考。 


高端商场遭遇“撤柜潮”

庄胜崇光百货于1998年开业,曾是北京单体面积最大的商场之一。“地处黄金繁华位置,从一度辉煌走到面临调整凋零,让人觉得惋惜。”一些业内人士发出这样的感慨。


记者近日在走访SOGO庄胜崇光百货老馆时发现,一层的高档化妆品专柜全部撤销,成了服装大卖场,二、三层正常营业,四、五、六层的销售柜台已人去楼空。在之前的很长时间里,逛SOGO是不少消费者拥趸的时尚生活方式,而今这里却渐成了大卖场。 


男装品牌九牧王的销售人员告诉记者,一层大部分男装品牌原来都在四、五层经营,但因为商场要进行整顿,便转移至一层销售。


“正在等商场通知,具体原因不好说,反正我们的服装在这个月合同到期后也就撤出SOGO,所以商品都是赔本甩卖。”服装品牌“城市骆驼”的销售人员说。


关于SOGO未来发展,各方传闻不断,有的说是SOGO多元投资失误导致,也有的说商场要走向关闭,还有的说这里将改为写字楼。对于种种传言,SOGO方面始终保持缄默。记者试图联系采访商场有关负责人被婉拒。


业内人士表示,在电商大潮澎湃兴起的背景下,SOGO走向萧条,尽管在很大程度上与其主营业务调整和自身经营不善有关,但也从中折射出我国传统百货业发展面临的共同困境。


据中国商业联合会、中华全国商业信息中心统计,2016年,全国百家重点大型零售企业零售额同比下降0.5%,降幅相比上年扩大了0.4个百分点。华堂、百盛等老牌百货在北京关闭部分门店,进一步引发百货业是否再遇寒冬的质疑。

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?图为正在调整的商场内部。新华社记者 于佳欣摄


品牌少、个性缺、不好玩

个性问题固然为主因,但事件透露出的百货业更深层次的问题更值得重视。


业内人士认为,SOGO一直以传统的百货形态经营,受电商冲击严重,也不具备价格优势。加上北京南城新建的不少商圈对客户分流的影响,最终造成了如今的尴尬局面。


其实,这在百货业中并非个例。记者在走访位于朝阳区东大桥附近的蓝岛大厦时发现,虽然离使馆区不远,但商场内冷冷清清,营业员比顾客数量还要多。不少名牌服装打出3至5折的优惠价,却无人问津。


百货零售业近些年频遭闭店,显示出发展的严峻态势。除了受实体经济增长放缓,租金成本高企,电商冲击等影响,百货业自身还有哪些值得反思的地方?


中国连锁经营协会副秘书长彭建真指出,现在涌现出网购、海淘、代购等多种模式,消费者有更多选择,实体店如仅靠打“价格战”而不推出性价比高的产品,势必不能长久。


百货业的联营扣点模式,也被认为是导致其走向衰落的重要原因,自采自营则被视为拯救百货业的“良药”。“由买手直接从厂家购货,信誉、特色、成本上都有诸多优势。”北京电子商务协会副秘书长魏波说,而且能推出更多满足消费者个性需求的品牌,打造百货店的软实力。


日前,王府井集团就推出自有品牌“王府井梦工厂”,展示带有北京文化符号的自主设计文创产品。尽管整体定价处于中上水平,但相比其他品牌店的人流,这里却吸引了更多的顾客。


在彭建真看来,国内外百货业面临的一个普遍问题是对年轻消费者的吸引力不够,缺乏新奇好玩的体验。不少百货店尝试多元化经营,但多是增加餐饮和简单娱乐,但并未真正实现购物中心的业种和品牌的组合。


叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

空荡荡的商场。新华社记者 于佳欣摄


独特性+趣味性  

百货业未来走向如何?转型出路在哪?专家认为,应从产品和服务的独特性、消费场景的趣味性等方面入手,推进百货业的供给侧改革。


普华永道的一份调查报告显示,尽管客流量放缓,但许多顾客仍然希望与产品有实际互动,零售商仍然可以通过实体店抓住客户。


比如一些运动品牌的体验店里,就不仅仅是单纯的卖产品,而是开辟了集设计、灯光、场景于一体的动感跑步区域。跑步者置身其中时,能体验到真实的运动场景,而且跑步的数据也会在室内外屏幕上实时显示,充满了互动与乐趣。


当然,并非单纯地从百货业态转型为购物中心就能解决问题。彭建真指出,百货业要向新奇好玩的体验、族群社交场所、家庭生活体验转型,提升内在价值,才能活得更好。


“买手制的推进不能一步到位,要循序渐进。”魏波指出,由于买手对于行业趋势、消费者喜好要非常了解,但目前人才匮乏,需要一定时间的培养。


无论哪种方式,都要对消费者有充分的了解,而数字化是解决这一问题的关键。北京市商务委主任阎立刚表示,实体零售商家既要用好互联网进行销售、营销,又要借此研究清楚目标群体及其消费偏好,才能进行精准营销和生产。


叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?


叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

In addition to the slowdown in the real economy, high rental costs, business impact/effect, where the Department store has its own what is worthy of reflection?

/

Source | text | Yu Jiaxin, Gao Jianjun Xinhua view (ID:XHSXHSD)

Sitting on Prime SOGO Beijing Xuanwumen Junefield Sogo for nearly 20 years, once a witness and create prosperity of general merchandise industry, high-end shopping malls, from the end of last year has continued experiencing embarrassing "withdrawn the tide", sparked wide concern of consumers and industry.

Relative to the contribution of consumption to economic growth in the first quarter of this year climbed to 77.2% performance, traditional department store industry is slowing, were frequently "closed-shop boom". In these cases, behind how department stores supply side reform entity, worth thinking about.

High-end shopping malls encountered "withdrawn the tide"

Junefield Sogo department store was opened in 1998, was one of the single largest shopping mall in Beijing. "Located in prime downtown location, walking from the once-glorious faces fade, people feel sorry. "Some people in the industry by such a feeling.

Reporters recently discovered during visits to SOGO Junefield Sogo department store Museum, one upscale cosmetic counters removed entirely, a clothing store, two or three layers of normal business, sales counters have been left vacant for four, five or six layers. For a long time before, the lifestyle of the SOGO shopping is that many consumer advocates, now becoming a mall here.

Menswear brands joeone salesperson told reporters that a layer of most men's brands are operating in four or five floors, but because of commercial consolidation, then shifted to a sale.

"Notifications such as shopping malls, why not say, anyway, our clothes in the months after the expiration of the contract withdrawal of SOGO, so goods are on sale at a loss. "Clothing brand" city camel "sales staff said.

On the future development of SOGO, rumours, said SOGO pluralistic investment mistakes, some said the Mall you want to close, and says it will be converted to Office space. Rumors, SOGO has always remained silent. Attempts to reach interview Mall officials were politely refused.

Insiders said under the background of the surging tide of business, SOGO recession, although to a large extent relevant to its business adjustment and its own poor management, but also reflects the development common predicaments faced by traditional department stores in China.

According to statistics from China General Chamber of Commerce, the China national commercial information center, 2016, the national hundred key retail sales fell 0.5% in large retail enterprises, a decline compared to 0.4% per cent on the previous year. Huatang, parkson, a veteran department stores to close some stores in Beijing, led department store winter challenge.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?Photo shop is being adjusted. Yu Jiaxin Xinhua photo

Brand personality deficiency, no fun and less

Is mainly due to personality issues, but the incident revealed that the Department stores of the deeper question deserves more attention.

Industry insiders believe, SOGO has been the traditional forms of department store business, severely hit by the electrical contractor, nor does it have the price advantage. Plus lot of CCP Beijing Cheng new diversion effect to customers, and ultimately caused the embarrassing situation.

In fact, this is not alone in the Department store industry. Reporter visited is located near our building, Chaoyang, found, although not far from the Embassy area, but deserted in the shopping centre, the salesperson has more than the number of customers. Many brand-name clothing a 30 percent-50 percent discounts, no one cares.

Retailing in recent years were frequently closed shop, showing development of critical situation. In addition to the slowdown in the real economy, high rental costs, business impact/effect, where the Department store has its own what is worthy of reflection?

Peng Jianzhen, Deputy Secretary General of the China chain store and Franchise Association said that now emerged in online shopping, Haitao, purchasing and other models, consumers have more choices, and stores such as just for playing "price war" and not to introduce cost-effective products, will not last long.

Department store chain of point mode, was also cited as an important reason for its decline, since the self is seen as saving the Department store industry mining "medicine." "By buying directly from the manufacturer purchases, credit has many advantages, features, cost. "Beijing e-commerce Deputy Secretary General Wilson said, and more personalized to meet consumer demand for the brand and build the store's soft power.

Recently, the Wangfujing Group launched its own brand "Wangfujing DreamWorks", showing independent creative design products with the Beijing cultural symbols. While the overall price is above the average, but compared to other brand shops of people here has attracted more customers.

Peng Jianzhen, Department stores faced a common problem at home and abroad is attractive enough for young consumers, the lack of new fun experience. Many department stores try to diversify, but are increasing food and simple entertainment, but did not realize the kinds and brands of the shopping centre industry combination.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

Empty shopping mall. Yu Jiaxin Xinhua photo

Unique + interest

Department store industry's future direction? Transformation of where is the way out? Experts believe that the unique products and services, consumer interest in a bid, promote the supply side reform of department stores.

According to a PricewaterhouseCoopers survey, although passenger traffic slowed, but many customers still want actual interaction with the products, retailers can still store clients.

Some sports brand experience in the shop, is not simply to sell products, but opened up the set design, lighting, scene running in one of the city area. When runners inside, to experience real movements and running data will be indoor and outdoor displays in real time on the screen, is filled with interactive and fun.

Of course, not simply from the Department store business transformation for the mall will be able to solve the problem. Peng Jianzhen noted that department stores to the new fun experience gaming experiences, family life, and communities in transition and enhance intrinsic value, in order to live better.

"Buying handmade advance is impossible to achieve, step by step. "Wilson points out that, because the buyer fully understand industry trends, consumer preferences, but the current lack of talent, training takes time.

Either way, consumers are well understood, and digital is the key to solving this problem. Director of the Beijing Municipal Commission of Commerce said Yan Ligang, mortar retailers should make good use of the Internet for sales and marketing, will take this research clearly target groups and their preferences, to make precise marketing and production.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

[:de]

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

除了受实体经济增长放缓,租金成本高企,电商冲击等影响,百货业自身还有哪些值得反思的地方?

/

文|于佳欣、高健钧    来源|新华视点(ID:XHSXHSD)  

坐拥北京宣武门黄金地段的SOGO庄胜崇光已有近20年历史,这个曾经见证并创造百货业辉煌的高端商场,从去年底至今持续经历着令人尴尬的“撤柜潮”,引发了消费者和业界的广为关注。 


相对于今年一季度消费对经济增长的贡献攀升至77.2%的佳绩,传统百货业发展却在放缓,频遭“闭店潮”。在这些个案的背后,如何通过供给侧改革振兴实体百货业,值得思考。 


高端商场遭遇“撤柜潮”

庄胜崇光百货于1998年开业,曾是北京单体面积最大的商场之一。“地处黄金繁华位置,从一度辉煌走到面临调整凋零,让人觉得惋惜。”一些业内人士发出这样的感慨。


记者近日在走访SOGO庄胜崇光百货老馆时发现,一层的高档化妆品专柜全部撤销,成了服装大卖场,二、三层正常营业,四、五、六层的销售柜台已人去楼空。在之前的很长时间里,逛SOGO是不少消费者拥趸的时尚生活方式,而今这里却渐成了大卖场。 


男装品牌九牧王的销售人员告诉记者,一层大部分男装品牌原来都在四、五层经营,但因为商场要进行整顿,便转移至一层销售。


“正在等商场通知,具体原因不好说,反正我们的服装在这个月合同到期后也就撤出SOGO,所以商品都是赔本甩卖。”服装品牌“城市骆驼”的销售人员说。


关于SOGO未来发展,各方传闻不断,有的说是SOGO多元投资失误导致,也有的说商场要走向关闭,还有的说这里将改为写字楼。对于种种传言,SOGO方面始终保持缄默。记者试图联系采访商场有关负责人被婉拒。


业内人士表示,在电商大潮澎湃兴起的背景下,SOGO走向萧条,尽管在很大程度上与其主营业务调整和自身经营不善有关,但也从中折射出我国传统百货业发展面临的共同困境。


据中国商业联合会、中华全国商业信息中心统计,2016年,全国百家重点大型零售企业零售额同比下降0.5%,降幅相比上年扩大了0.4个百分点。华堂、百盛等老牌百货在北京关闭部分门店,进一步引发百货业是否再遇寒冬的质疑。

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?图为正在调整的商场内部。新华社记者 于佳欣摄


品牌少、个性缺、不好玩

个性问题固然为主因,但事件透露出的百货业更深层次的问题更值得重视。


业内人士认为,SOGO一直以传统的百货形态经营,受电商冲击严重,也不具备价格优势。加上北京南城新建的不少商圈对客户分流的影响,最终造成了如今的尴尬局面。


其实,这在百货业中并非个例。记者在走访位于朝阳区东大桥附近的蓝岛大厦时发现,虽然离使馆区不远,但商场内冷冷清清,营业员比顾客数量还要多。不少名牌服装打出3至5折的优惠价,却无人问津。


百货零售业近些年频遭闭店,显示出发展的严峻态势。除了受实体经济增长放缓,租金成本高企,电商冲击等影响,百货业自身还有哪些值得反思的地方?


中国连锁经营协会副秘书长彭建真指出,现在涌现出网购、海淘、代购等多种模式,消费者有更多选择,实体店如仅靠打“价格战”而不推出性价比高的产品,势必不能长久。


百货业的联营扣点模式,也被认为是导致其走向衰落的重要原因,自采自营则被视为拯救百货业的“良药”。“由买手直接从厂家购货,信誉、特色、成本上都有诸多优势。”北京电子商务协会副秘书长魏波说,而且能推出更多满足消费者个性需求的品牌,打造百货店的软实力。


日前,王府井集团就推出自有品牌“王府井梦工厂”,展示带有北京文化符号的自主设计文创产品。尽管整体定价处于中上水平,但相比其他品牌店的人流,这里却吸引了更多的顾客。


在彭建真看来,国内外百货业面临的一个普遍问题是对年轻消费者的吸引力不够,缺乏新奇好玩的体验。不少百货店尝试多元化经营,但多是增加餐饮和简单娱乐,但并未真正实现购物中心的业种和品牌的组合。


叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

空荡荡的商场。新华社记者 于佳欣摄


独特性+趣味性  

百货业未来走向如何?转型出路在哪?专家认为,应从产品和服务的独特性、消费场景的趣味性等方面入手,推进百货业的供给侧改革。


普华永道的一份调查报告显示,尽管客流量放缓,但许多顾客仍然希望与产品有实际互动,零售商仍然可以通过实体店抓住客户。


比如一些运动品牌的体验店里,就不仅仅是单纯的卖产品,而是开辟了集设计、灯光、场景于一体的动感跑步区域。跑步者置身其中时,能体验到真实的运动场景,而且跑步的数据也会在室内外屏幕上实时显示,充满了互动与乐趣。


当然,并非单纯地从百货业态转型为购物中心就能解决问题。彭建真指出,百货业要向新奇好玩的体验、族群社交场所、家庭生活体验转型,提升内在价值,才能活得更好。


“买手制的推进不能一步到位,要循序渐进。”魏波指出,由于买手对于行业趋势、消费者喜好要非常了解,但目前人才匮乏,需要一定时间的培养。


无论哪种方式,都要对消费者有充分的了解,而数字化是解决这一问题的关键。北京市商务委主任阎立刚表示,实体零售商家既要用好互联网进行销售、营销,又要借此研究清楚目标群体及其消费偏好,才能进行精准营销和生产。


叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?


叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

In addition to the slowdown in the real economy, high rental costs, business impact/effect, where the Department store has its own what is worthy of reflection?

/

Source | text | Yu Jiaxin, Gao Jianjun Xinhua view (ID:XHSXHSD)

Sitting on Prime SOGO Beijing Xuanwumen Junefield Sogo for nearly 20 years, once a witness and create prosperity of general merchandise industry, high-end shopping malls, from the end of last year has continued experiencing embarrassing "withdrawn the tide", sparked wide concern of consumers and industry.

Relative to the contribution of consumption to economic growth in the first quarter of this year climbed to 77.2% performance, traditional department store industry is slowing, were frequently "closed-shop boom". In these cases, behind how department stores supply side reform entity, worth thinking about.

High-end shopping malls encountered "withdrawn the tide"

Junefield Sogo department store was opened in 1998, was one of the single largest shopping mall in Beijing. "Located in prime downtown location, walking from the once-glorious faces fade, people feel sorry. "Some people in the industry by such a feeling.

Reporters recently discovered during visits to SOGO Junefield Sogo department store Museum, one upscale cosmetic counters removed entirely, a clothing store, two or three layers of normal business, sales counters have been left vacant for four, five or six layers. For a long time before, the lifestyle of the SOGO shopping is that many consumer advocates, now becoming a mall here.

Menswear brands joeone salesperson told reporters that a layer of most men's brands are operating in four or five floors, but because of commercial consolidation, then shifted to a sale.

"Notifications such as shopping malls, why not say, anyway, our clothes in the months after the expiration of the contract withdrawal of SOGO, so goods are on sale at a loss. "Clothing brand" city camel "sales staff said.

On the future development of SOGO, rumours, said SOGO pluralistic investment mistakes, some said the Mall you want to close, and says it will be converted to Office space. Rumors, SOGO has always remained silent. Attempts to reach interview Mall officials were politely refused.

Insiders said under the background of the surging tide of business, SOGO recession, although to a large extent relevant to its business adjustment and its own poor management, but also reflects the development common predicaments faced by traditional department stores in China.

According to statistics from China General Chamber of Commerce, the China national commercial information center, 2016, the national hundred key retail sales fell 0.5% in large retail enterprises, a decline compared to 0.4% per cent on the previous year. Huatang, parkson, a veteran department stores to close some stores in Beijing, led department store winter challenge.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?Photo shop is being adjusted. Yu Jiaxin Xinhua photo

Brand personality deficiency, no fun and less

Is mainly due to personality issues, but the incident revealed that the Department stores of the deeper question deserves more attention.

Industry insiders believe, SOGO has been the traditional forms of department store business, severely hit by the electrical contractor, nor does it have the price advantage. Plus lot of CCP Beijing Cheng new diversion effect to customers, and ultimately caused the embarrassing situation.

In fact, this is not alone in the Department store industry. Reporter visited is located near our building, Chaoyang, found, although not far from the Embassy area, but deserted in the shopping centre, the salesperson has more than the number of customers. Many brand-name clothing a 30 percent-50 percent discounts, no one cares.

Retailing in recent years were frequently closed shop, showing development of critical situation. In addition to the slowdown in the real economy, high rental costs, business impact/effect, where the Department store has its own what is worthy of reflection?

Peng Jianzhen, Deputy Secretary General of the China chain store and Franchise Association said that now emerged in online shopping, Haitao, purchasing and other models, consumers have more choices, and stores such as just for playing "price war" and not to introduce cost-effective products, will not last long.

Department store chain of point mode, was also cited as an important reason for its decline, since the self is seen as saving the Department store industry mining "medicine." "By buying directly from the manufacturer purchases, credit has many advantages, features, cost. "Beijing e-commerce Deputy Secretary General Wilson said, and more personalized to meet consumer demand for the brand and build the store's soft power.

Recently, the Wangfujing Group launched its own brand "Wangfujing DreamWorks", showing independent creative design products with the Beijing cultural symbols. While the overall price is above the average, but compared to other brand shops of people here has attracted more customers.

Peng Jianzhen, Department stores faced a common problem at home and abroad is attractive enough for young consumers, the lack of new fun experience. Many department stores try to diversify, but are increasing food and simple entertainment, but did not realize the kinds and brands of the shopping centre industry combination.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

Empty shopping mall. Yu Jiaxin Xinhua photo

Unique + interest

Department store industry's future direction? Transformation of where is the way out? Experts believe that the unique products and services, consumer interest in a bid, promote the supply side reform of department stores.

According to a PricewaterhouseCoopers survey, although passenger traffic slowed, but many customers still want actual interaction with the products, retailers can still store clients.

Some sports brand experience in the shop, is not simply to sell products, but opened up the set design, lighting, scene running in one of the city area. When runners inside, to experience real movements and running data will be indoor and outdoor displays in real time on the screen, is filled with interactive and fun.

Of course, not simply from the Department store business transformation for the mall will be able to solve the problem. Peng Jianzhen noted that department stores to the new fun experience gaming experiences, family life, and communities in transition and enhance intrinsic value, in order to live better.

"Buying handmade advance is impossible to achieve, step by step. "Wilson points out that, because the buyer fully understand industry trends, consumer preferences, but the current lack of talent, training takes time.

Either way, consumers are well understood, and digital is the key to solving this problem. Director of the Beijing Municipal Commission of Commerce said Yan Ligang, mortar retailers should make good use of the Internet for sales and marketing, will take this research clearly target groups and their preferences, to make precise marketing and production.

叹息!北京SOGO如此凋零,百货业出路在哪儿? - Sigh! Beijing SOGO so withering, Department store where is the way out?

[:]

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