Staffing and changing, looking for the newly -born department store retail industry in the challenge to break the bureau

China Commercial Daily (Reporter Zhang Tao Wen/Picture) Under the pressure and challenges brought about by changes in the epidemic and economic situation in the new crown pneumonia, the department store retail industry is also quietly changing.

"The epidemic has changed the way of consumption, so that we have perceived uncertainty. These also promptly make deep changes in the department store retail industry, reset the fundamentals of Chinese business, and accelerate the formation of new business trends." The President of the China Department Store Business Association President Fan Jun said at the 19th China Department Store Retail Summit Forum (hereinafter referred to as the Department Store Retail Industry Summit).

China Commercial Daily reporters learned at the scene that the entrepreneurs of the participants seemed to be more urgent to seek innovation -focus on core value, revitalizing existing paths, and enhanced digitalization capabilities.

Despite many challenges, the department store retail format is still in a good development environment, including overseas consumption return, and the younger generation of personalized quality consumption upgrades.

Department Store retail recovery disturbance

In 2021, the increase in sales of the department store in the department store ranked first in various formats in the retail industry, becoming the most obvious segment industry in the epidemic. But in the first half of this year, the rhythm of the industry's recovery was disrupted by repeated epidemics.

On August 27, Wangfujing Group released the performance report in the first half of 2022. The performance report shows that in the first half of this year, Wangfujing achieved revenue of 5.744 billion yuan, a year -on -year decrease of 12.64%; the net profit attributable to shareholders of listed companies was 162 million yuan, a significant decrease of 64.75%year -on -year.

Wangfujing said that due to the affected trend of the epidemic, the company's stores' stores have suspended or shortened business hours to varying degrees in accordance with the requirements of territorial prevention and control, especially from March to May. From January to February, it involved 10 stores in 4 provinces, 18 stores in 10 provinces in March, 25 stores in 13 provinces in April, and 30 stores in 7 provinces in May. The provinces that were affected in May were reduced compared with the previous period, but the epidemic in Beijing increased compared with the previous period. There were as many as 16 large stores in Beijing. The number of affected stores further increased, which caused a lot of restrictions on the company's overall operation.

According to data disclosed by Wangfujing, in the first half of this year, the revenue of the department store in the company's business accounted for more than 50% of the department stores fell by 15.21% year -on -year; the number of stores closed in the first half of the year, the number of stores closed in the first half of the year. Fall 17.11%.

On the same day, the semi -annual report announced by Cuiwei Co., Ltd. showed that in the first half of this year, the company's revenue achieved only 2.46%year -on -year, while deducting non -net profit attributable to shareholders of listed companies fell by 63.85%year -on -year. From the perspective of profit structure, Cuiwei's net profit mainly comes from its Beijing Haike Rongtong Payment Service Co., Ltd., while the department store business has suffered a sharp losses across the board. Cuiwei said that the decline in profits was mainly affected by the epidemic, the gross profit margin of retail products declined, and the implementation of merchants' rents and exemption policies to reduce lease gross profit.

The semi -annual report released by Zhongbai Group on August 27 showed that the company's revenue in the first half of the year decreased by 1.69%year -on -year, of which the department store business fell sharply by 12.71%, and the non -net profit attributable to shareholders of listed companies decreased by 70.65%year -on -year. The epidemic is also the main cause of the company's performance.

The semi-annual report released by Tianhong Co., Ltd. on August 25 also showed that in the first half of this year, the company's revenue increased by only 0.58%; the net profit attributable to shareholders of listed companies was -75.81 million yuan, a year-on-year increase of -250.92%. Among them, the revenue and profits of its shopping malls and department stores are negatively increased year -on -year. Tianhong Co., Ltd. said that the sales of comparable stores and stores of shopping malls and department stores decreased year -on -year, mainly due to the influence of the outbreak of the new crown pneumonia, the suspension of some stores, and the reduction of merchants' rent.

According to the previous performance forecast, most department stores were affected by the epidemic in the first half of this year, and revenue and net profit declined. A person in charge of a department store from Tianjin told the China Business Daily reporter that the performance of the mall has fallen very hard in March to May.

Like department stores, shopping malls cannot be spared in the end of the epidemic. Statistics of Win -Shang Tech show that in the first half of 2022, the passenger flow of the shopping mall fell by about 23%, and the absolute value of the passenger flow was close to the same period of 2020. At the beginning of the epidemic in 2020, the passenger flow of the shopping mall fell sharply, and then slowly picked up. By 2021, the overall passenger flow trend of shopping malls is relatively stable. But by the first half of this year, due to the repeated epidemic, the shopping center passenger flow fell sharply again.

"The biggest problem in the second half of the year is from the epidemic." Ren Xingzhou, the former director of the Market Economy Research Institute of the Development Research Center of the State Council, said at the meeting that the epidemic occurred and exuded the offline retail ecology, which brought certain operating pressure to the department store retail industry. Essence

Formation of quality consumer channels

Fan Jun said that although facing many challenges, department store retail formats are still in a good development environment, including the long -term stable development of the economy, the return of overseas consumption, and the improvement of the personalized and quality consumption of the younger generation.

The "2021-2022 China Department Store Retail Industry Development Report" released by the China Department Store Commercial Association at this Department Store Retail Industry Summit shows that in the past year Good and become the main channel for quality consumption.

The report shows that in 2021, the department store industry increased its sales in various formats in the retail industry with a sales of 10.9%year -on -year, and the momentum was strong. According to the investigation of member companies in China Department Store Business Association, in 2021, the overall performance of the industry grew well. The average sales of single stores in investigating members of the investigation increased by about 6%, and net profit recovered well. Although the industry was hit again in the first half of this year, in the second half of the year, as the epidemic situation became stable and the adjustment of the epidemic control policy, the department store retail industry was in a trend of stopping falling and recovering. A number of listed companies stated in the performance report in mid -2022 that since June, the company's performance has improved. Many people in the industry also told China Business Daily that the company's operations are basically normal.

It is worth noting that the return of overseas consumption and domestic consumption upgrades have prompted the development of department stores to develop polarization, and the performance of the high -end department store industry is outstanding. On the one hand, the performance of some high -end department stores has continued to increase significantly. For example, in 2021, Beijing SKP sales reached 24 billion yuan, a year -on -year increase of 35%; sales of Nanjing Deji Plaza and Beijing International Trade Mall increased by 28%and 25%year -on -year. On the other hand, some stores with aging operations, homogeneity of commodity, and unique operations have operating difficulties. It is difficult to sustain under the epidemic, and faces the fate of upgrading or closing the store. Among them, there are even some well -known and symbolic shopping malls who have to close the store.

In addition, the live broadcast and tax -free also have a channel diversion to department stores to a certain extent. According to a survey initiated by the China Department Store Operation Association at the end of 2021, 95%of the company believes that live broadcasts have affected its cosmetics business sales, and 78%of companies believe that the impact on sales is more than 10%.

The main products and customer bases sold by duty -free shops have a large overlap with department stores. The rapid development of the duty -free market size replaces some of the sales of the departmental stores and further put pressure on department store operations. In 2021, China ’s total revenue revenue reached 67.7 billion yuan, an increase of 28.67%year -on -year, and the scale was far more than the company with the highest annual revenue of the department store.

In terms of technology, the digital change of the department store is entering the deep water area. According to a joint survey by the China Department Store Business Association and the Leifeng Research Center of Feng's Group, 85.4%of enterprises have carried out online business. The online business conditions of these companies are roughly divided into two categories: one is that they did not have online business capabilities. During the epidemic situation, they were rushed to build, and the application was relatively shallow. After the epidemic was relieved, I saw the online potential accelerated. The other type is that some business capabilities have been available online before the outbreak. During the epidemic, it calmly entered the battlefield and fully released the huge potential.

Fan Jun said that the digital contacts of department stores are diverse, the scene is rich, and the links are complicated. As digitalization enters the deep water area, the center of gravity will be shifted to the middle and backstage construction, and the intelligent online integration and decision -making intelligence will be constructed from a strategic level. For traditional department stores, the changes in consumer trends will happen sooner or later, and the epidemic is just a catalyst.

Innovation seeks new growth space

Facing the pressure and changes in the market, the department store industry is still optimistic. Department stores have been actively reforming and innovating, seeking new growth space. This is particularly obvious at the current department store retail summit forum.

"Our department store retailers have always ran on the road of pain and happiness, and encountered countless challenges and difficulties, but they can still continue to seek the opportunity to see and find themselves in these challenges and difficulties. , Get the new growth momentum. "Said Zhang Shenyu, general manager of Shanghai Bailian Group Co., Ltd..

Taking Shanghai Bailian as an example, the flagship company of this national department store industry has focused on consumer demand in recent years, and has actively tried in business upgrade, creating many classic projects, and some innovative projects are under construction. Among them, Bailian TX Huaihai, Huaihai 755, and Bailian ZX ZX Chuangqu, which reflects young power, specialize in Yongan Department Store, which specializes in female consumers and reflects "her power", as well as Yan Qingli at the fashion incubation center; and so on. These also confirmed from the side, and offline business still has an incomparable charm.

It is understood that Bailian TX Huaihai was formerly known as Shanghai Isendan Department Store, and had previously been in the market's changes. In the end, Bailian Group, Jinjiang International, and Yingzhan Group jointly collaborated to merge the shopping malls with the first hundred goods next door, and named it TX Huaihai. As the world's first curatorial retail space, TX Huaihai broke through the mindset of thinking and focused on the preferences of young people, and made every effort to create a "young power". After opening in 2020, it immediately caused a sensation and became a well -known Internet celebrity punch in Shanghai. Bailian TX Huaihai successfully constructed the trendy cultural landmarks in Shanghai, and used it as the origin to gather a number of net red shops and trendy shops around the surrounding area to form a radiation effect.

"It is our constant pursuit to provide consumers with a new business space for new markets and new needs." Zhang Shenyu said that the future market is a stock market. Bai Lian more focused on the adjustment of the core business circle stock. In the change, the use of new tools and asset management tools, through the international and tide brand resource portfolio, the new business upgrade and scene reshaping the new business connotation with new business formats. In general, Bailian's business innovation is based on the level of "local culture", constructing with the principle of long -termism, and creating unique commercial space products with soul, content, and vitality. Sustainable coexistence relationship. Like Bailian, Intime Commercial Group has also seen a new opportunity, and has taken a brand -new transformation path through the reconstruction of the underlying logic.

"Although there are many challenges in the entire environment, there are still a lot of opportunities in the vertical segment." Xiong Chao, vice president of Intime Commercial Group, said that in the new normal consumption, the most important thing for retail companies is to do three three good jobs in three good jobs. Links: First, links with consumers, the other is the link with internal employees and shopping guides, and the third is the link with the digital world and the physical world. He believes that the reason for the decline in offline stores in offline stores is that the operation of client -oriented links has decreased, and the investment in the essence of retail has decreased. Therefore, Yintai's upgrade and transformation have gone through three stages, namely, e -commerce transformation of enterprises, operating passenger flow, and establishing a smart management system. At present, all shopping mall management of Intime is digitized. Xiong Chao said that Intime now and the future definition and positioning is to make big data -driven consumption solutions providers.

"Time is a variable, but the initiative is still in our hands." Fan Jun said that the department store retail industry is facing periodic changes. Adversity and demand changes have also made the industry and enterprises rethink: survival and change. It is hoped that the majority of department store retail companies will actively embrace the new potential energy of consumption in a trendy commercial change, follow the waves, gather tide, accumulate power, change, and develop to the future.

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