How Does The Chinese Department Store Leave China Alone?

On the afternoon of 11 noon, in the Shang Tai Department Store along the East Second Ring Road in Chengdu, there was no noise in the shop.

There are many advertising couplet in sale and promotion in the store.

But there is a red shutdown notice on the glass door of the mall entrance.

"Farewell, thanks to every friend, support and companionship to Shang Tai!" as the last shopping mall of Shang Tai Department Store in the mainland of China, the Chengdu store will be officially closed in August 31st, adding new examples to the traditional department stores to destroy the mainland market.

"What you see is that the clearance before the closure has attracted customers, but in fact, our sales volume from 1 to April is 40% higher than that of last year."

Zhang Jie, director of a cosmetics cabinet at the entrance of Shang Tai Department store, told reporters reluctantly.

After three years of deep market cultivation, Shang Tai Department stores sold many clothing, make-up, skin care products and accessories businesses in an interview with reporters.

Contrary to it, gold jewelry, luxury electrical appliances and other counters have rarely been asked for in a big push.

"Shang Tai Department store and our location is similar to a few gold shops, homogenization competition business is quite bad."

Tan Li, a sales consultant at a gold shop, said that even if Shang Tai Department store did not intend to close down, its company would also shrink some sales outlets due to the downturn in the high-end market in the mainland.

It is not hard to see that the Thailand department store, which has a history of 60 years and has been stationed in the Chinese market for nearly 5 years, has not achieved its local glory in Thailand.

"The contract is due on the surface, and the rising rent makes it difficult for the business to continue, but the deep level is still a matter of its own business."

Shang Tai, a staff member of Chengdu store, told reporters that compared with other department stores, he did not have a clear positioning, faced with the adjustment of consumption structure, and did not plan the layout quickly.

Although Shang Tai has decided to suspend business in China, he will continue to focus on the Chinese market and enter the shopping center or acquisition again at the right time.

In fact, in this house

Before announcing farewell to China,

Chengdu red Pai Lou store has indicated that it will be closed at the end of June.

And this traditional department store shutdown and closing down is not confined to Chengdu.

Since 2014, there are many stores in Baisheng department store, Martha department store, far east department store and other shopping malls.

According to the "2015 to 2020" provided by the foresight Industry Research Institute

The special report on opportunities, challenges and coping strategies for China's retail industry shows that in 2014, the sales volume of 50 enterprises in China's top 100 chain store businesses increased by 9.6%, far below the annual compound growth rate of 25% from 2006 to 2011.

"Now the market competition is very intense, plus the impact of the electricity supplier on traditional department stores is also very large, some foreign department stores will also appear" acclimatized "situation.

Referring to the closure of many traditional department stores, Song Jianzhao, Secretary General of Chengdu Retail Association, said that this is another reflection of the "pformation" of traditional department stores.

Song Jianzhao said that such pformation includes service, operation mechanism, core competence building, channel construction and so on.

Song Jianzhao pointed out that clearly positioning itself is also one of the key points in the pformation of traditional department stores. "Positioning must keep pace with the development of the times, meet the needs of consumers, and provide the corresponding level of services. These are very important.