This round of China's department store closing in 2012 is still going on this year. According to the latest data of RET Rui Yide China commercial real estate research center, the number of large chain stores has clearly reached 38 stores since 2014. In the first year of 2015, there were department stores in Tianjin and Beijing.

RET Rui Yide, China commercial real estate research center, found that after 2014, after the Spring Festival in 2015, the department stores went on business. Among them, the most department store brands are Baisheng department store and Marsha general store, each of which is 5. Secondly, the number of Ito's stores is 4, while the department store brands such as Wangfujing department store, Zhong Du department store, NOVO department store, Baole department store and Shang Tai Department store all appear in two or three line cities. It is worth noting that the most serious cities are Beijing, Hangzhou, Changzhou and Qingdao. In the past few years, the department stores closed shop, RET Rui Yide China commercial real estate research center found that foreign-funded department stores accounted for 57.89%, and domestic department stores accounted for 42.11%. For example, the department stores such as Parkson, Ito and Yang Hua Tang, which had entered China in the early days, were forced to realize their transformation and upgrading through the way of closing stores.

The development of domestic department stores is not good under the huge impact of the electricity supplier and the unfavorable economic environment. Foreign department stores are more likely to fail to grasp the failure results of domestic consumer psychology, product positioning and business models. "This is related to changes in the focus of competition in China's department stores," said Susan, chairman of RET Rui Yide. Department store format The focus of competition is on the richness of goods. Now, the focus of competition has shifted to who knows the market and consumers better.

Soza pointed out that China Domestic department store Most of them are joint ventures, while foreign department stores are more accustomed to self employment mode. The profit of department stores mainly depends on the efficiency of inventory trading, so it is very important to accurately grasp the preferences of target customers, adjust the flexibility of goods and maintain customers. Under the impact of the electricity supplier, the abundance of goods no longer has an advantage. In the fast fashion competition of fast economy and fast culture, if we can not adjust in time, we will affect the overall operation of the brand. Unfortunately, most foreign department stores make decisions overseas, and the adjustment of their business strategy is hard to cope with the timely adjustment of the regional market, which also makes them face important challenges in a more sensitive and changeable era.

RET Zhao Ruihua, a senior analyst at China commercial real estate research center, pointed out that in this round of closing shop trends, many cities with large numbers of stores are coastal or foreign department stores entering earlier cities. According to the research data of RET Rui Yide, China commercial real estate research center, Beijing and Hangzhou respectively closed 5 stores, ranking the first place; Qingdao and Changzhou respectively closed 4 stores and tied for second place; Tianjin and Guangzhou respectively closed 3 stores and ranked third. Soza believes that in coastal cities and economically developed cities, the purchasing power of consumers and the acceptance of new brands at home and abroad attitude And the courage to taste the taste of the global department store industry means endless new business opportunities. But as the other side of the coin, the consumption of these cities is also more easily spillover.

Soza pointed out that consumer demand in these cities has changed even more than those in the mainland. In the past, consumers regarded department stores as a textbook of life style. Now, they want to complete their comprehensive needs of gathering, shopping and leisure, and put forward higher requirements in terms of functional format richness, spatial experience and service completeness. But unfortunately, the department store is still a place that pays more attention to the essence of "shopping mall" -- selling things. In other words, the demand of department stores and the current main consumers has already been misplaced, which has gradually alienated consumers from department stores. This dislocation is more prominent in coastal cities and economically developed cities.