The shop closed.

Yesterday afternoon, the reporter came to the Xizhimen store in Hua Tang mall. Before arriving at the shopping mall, the reporters saw many residents coming out of the shopping bags from the shopping mall, and some of them said, "there are really cheap things inside. You see, I bought two toilet paper."

On the top of the shopping mall gate, there was a large "clear product" word. There were two bulletin boards at the entrance of the shopping mall. One of the billboards indicated that the reason for the closing of the shopping mall was the restructuring of the company, and that the mall was operating normally before November 30th. Another bulletin board says shopping card related matters. "Holding the shopping card can be used in other stores or can be consulted at the reception desk."

The crowd in the shopping mall is surging. Many counters are crowded with people. Because of the high temperature in the mall, many shoppers are crying hot. The reporter saw that many goods produced the word "50 percent off". Hundreds of Yuan's floats were loved by the public, and the floats were surrounded by three floors and three floors. A cashier said that when the mall was not open in the morning, a group of elderly residents were already waiting. There lived a nearby uncle who said that he came here every day to walk around, because there was a special item on sale every day. "If it's cheap, I can use it. I'll buy it home and go to No. 30. I'll go shopping slowly."

　　 Why do we stop shop?

Wangjing store, Beiyuan shop, Xizhimen store... This year, the news of Hua Tang shopping mall closed. Li Zhiqi, chairman of the Beijing future marketing consultancy group, said that in terms of its market, its closed shop has its own reasons. "Hua Tang shopping mall entered China in the 90s of last century, and its management has always adhered to the Japanese tradition. They focus on their own brands in the procurement of goods, and have many products, but the department stores prefer the big cards and the low tide cards, which also leads to the fact that young consumers are not very receptivity to them." In addition, Li Zhiqi said that the localization of Hua Tang shopping mall was not enough. "The executives of the shopping malls are all Japanese. How do you know Chinese consumers?"

The reporter saw an article on the official website of the Hua Tang shopping mall, reflecting on the past of Beijing's halls. "Consumers have gradually changed from price sensitive ones to value pursuers. But Beijing Hua Tang has also fallen into a price war. Due to the value of prices, Beijing's halls are being selected. brand Goods are self limiting. " Hua Tang hopes that the top level and staff will change their ideas, get rid of the imprisoned of the past price strategy and accept the new business mode and concept. "This concept seems empty, but if we invest more money and how to optimize the environment of the shopping center, we will not cure the problem."

Some consumers also pointed out that the Xizhimen shop in fact is very embarrassing because its nearby is the famous "dynamic batch". "My friends often parked the car in the underground hall, then moved to pick up the goods and came back to the supermarket to buy a bottle of water. The parking fee only received 3 yuan in the first two hours. I think this hall is becoming a dynamic parking lot."

　　 Department store There are two ways out.

Not only Hua Tang In recent years, the operation of traditional department stores is very bleak. The statistics show that only 12 stores were closed in the first half of this year. Since the second half of July, the Zhanjiang department store in Beijing has closed shop due to its operating losses, and the store in Beijing, the East Fourth Ring store of Baisheng department store has also been closed. In August, the spring department store in Qingdao and Chongqing's RUF's outlets were also closed.

Li Zhiqi, chairman of Beijing's future marketing consultancy group, said that these department stores have their common characteristics: first, the impact of e-commerce on traditional department stores, and the diversion of consumers is becoming more and more obvious. In addition, department stores are less competitive. For example, the consumption experience is not as good as the shopping center format, and convenience is not as convenient as convenience stores.

Hong Tao, a business expert, said that there are two outlets for traditional department stores -- shopping centers and specialization. "Larger department stores can increase leisure, entertainment, education and other functions."