Ye Xiaojing, a self proclaimed retailer, admitted that since 2013, the entry of a large number of new commercial properties and urban complexes has aggravated the living environment of department stores, and the challenge to the physical retail industry has become increasingly fierce. Traditional retail has been squeezed. "Now is not the competition among retailers, but the competition between the retail industry and the times."

"We need to transform." As a leader close to West Lake, Ye Xiaojing first issued a slogan to declare war on the traditional retail industry. Reporters learned that 97 days ago, intime department store West Lake store held the first closed shop upgrade in Zhejiang Hangzhou. Today, the store will officially open in November 7th and renamed it: West Lake Yintai city.

For this upgrade, Ye Xiaojing said that this is the first shopping mall transformed by department stores in the country. In this case, West Lake Yin Taicheng combines traditional shopping mall's strong shopping advantage with the shopping center's dining and leisure experience consumption mode, becoming China's first atypical "100 goods transformation model", which not only stays in the update of surface equipment, but also disintegrates the old shopping mode. Ye Xiaojing also said that the homogeneity of department stores has been criticized for a long time, and no brand positioning will be swallowed up in the commercial wave.

Reporters learned that the West Lake Yintai city will focus on the construction of the public rest area, to change the past traditional department store rest area less and difficult to find the situation.

"Now is not the era of consumer goods, but the public experience of urban leisure life." Ye Xiaojing explained this change, before the store gave 95% space to the merchandise. Now, the 40% space is left for beer and skittles. Clothing category The number of brands dropped by 1/3.

Tear down Brand counters Catering and shopping malls are expected to rely on these experiential consumption which can not be replaced by e-commerce channels, to restore the popularity of shopping malls and attract customers.

In fact, Department store The transformation of shopping malls is a commonplace topic. "But why do not everyone turn around?" Ye Xiaojing said, because the profits of department stores are there, the rents for the counters are high, and the shopping mall has less rent for the counters.

Where is the way out for the transformation of the department store? Zhong Changbiao, Dean of the regional economic and Social Development Research Institute of Ningbo University, once thought that the catering industry's entry into shopping malls can complement each other with the department stores' formats, and diversified development is a way out for the transformation and upgrading of the traditional department stores.

Because there is no "warning from the past", Li Xiaojing, the shopping mall transformed by department stores, has also given more expectation. She believes that the combination of the shopping advantage of traditional department stores and the consumption pattern of shopping centers will be welcomed by consumers in the future.