In recent years, Consumption mode With the rapid development of large-scale stores and the rise of online shopping, the competitive advantage of department stores as traditional clothing retail channels is declining.
Regarding this, the relevant officials of the China Federation of Commerce Information Center believe that, due to the increase in the operating costs of the brand clothing enterprises in the department stores and the increasing difficulty in the growth of their profits, many enterprises have reduced the proportion of department stores in their retail terminals, and began to diversify into self built channels and store stores.
China business association information center responsible person analysis, shopping malls and stores to meet the current consumption of personalized demand growth; in contrast, the number of department stores with brand influence is relatively small, it is difficult to restrain strong brands, which is one of the reasons why the competitive advantage of 100 stores is declining.
In addition, Department store The current mainstream profit mode, joint venture, is also one of the reasons for its declining competitive advantage. Jin Yuhua, President and Secretary of the Party committee of Beijing contemporary mall, said in an interview with our reporter that although there are no risks in joint venture, neither funds nor inventory exist, but retailers have lost the pricing power. They actually transfer their rights to suppliers while transferring risks to suppliers. Over time, department stores are faced with a series of problems, such as the decline in operational capability, the homogenization of goods, and the failure to form service brands.
Department stores because " pool "Abandoning the function of purchasing goods on its own, and taking investment as its main business. "Department stores only talk about data now, only responsible for selecting brands, and which brand sells well. Strictly speaking, goods and salesmen are suppliers, suppliers are selling goods, and retail businesses are only responsible for collecting rents. This is also a concern for our industry. " Jin Yuhua said.
The responsible person of the China Federation of Commerce Information Center also said that the brand clothing enterprises in the department store have undertaken a higher cost and guarantee amount, which has increased the operating cost of the brand enterprises and made it more difficult to increase profits.
Therefore, in the future development, department stores will gradually change the mode of joint operation, increase the proportion of self employment, and effectively reduce the phenomenon of homogenization of goods. In the shop decoration, the department stores should strive to highlight the characteristics and culture of enterprises, train buyers of department stores, and improve the quality of service staff.
It is worth noting that although the decline in the competitive edge of department stores is an indisputable fact, most of our department stores are located in the central business district of the city, with a better location. In addition, the store has a wide range of clothing products and good brand reputation. As a circulation channel of brand clothing for a long time, it has established a good consumer base, so it is still the most preferred channel for most consumers to buy brand clothing.
At the same time, China Federation of Commerce in the survey found that clothing network sales showed a rapid growth momentum. One of the reasons is that the consumer groups represented by the new generation of consumers pursue fashion, convenience and pleasure in consumer demand. The rapid development of the Internet provides a platform for meeting the needs of the new generation of consumer groups. For example, find the latest and most fashionable products on the Internet; try out shopping in shopping malls, then look for purchasing agents online, and seek cheaper prices. "In addition, the financial crisis has changed the way consumers buy clothing to a certain extent, which has led to the growth of online clothing sales. In the first half of 2009, the sales volume of Taobao clothing has been leveled with the sales volume in 2008. The person in charge said.
However, he also reminds us that because of the advantages of online shopping, its low cost and high efficiency transaction characteristics have eased and satisfied the increasing consumption demand of consumers, and sales scale has maintained a sustained and rapid growth, which will also aggravate the competition of online apparel sales.
From the current channel of clothing network sales, it is mainly divided into two forms, B2C and C2C. Among them, the sales platform of Taobao has occupied a larger share in the C2C market. The pattern has been basically determined, and the competition is mainly concentrated in the B2C market. In addition to garment manufacturers, it also includes professional clothing network sales enterprises such as fan, clothing and so on, as well as the development of retail outlets that have not yet reached the climates. All these will make the competition in the network marketing market more intense, and the channels will also be constantly broken down.
