2015 Retail Shops Are Constantly Closed Shop Experts Are Not Allowed To Locate And Brand Is Not Hard.

From 1 to February this year, the number of retail sales of hundreds of key retail enterprises decreased by 1%, and the growth rate dropped by 2.5 percentage points over the same period last year.

In recent years, the development of department stores has been rather sluggish, and there are frequent crises. "Guan Dian" seems to be a new normal.

If the day of e-commerce is like the rising trend of negative spring breeze, then the corresponding offline retail days are bleak and cool.

Retail business is frequent in the first half of this year.

Just in the retail market of O2O, mobile payment and other Internet vicious circles, how should we go in the future?

2015 retail businesses are closing down.

Wangfujing business income fell 4.9%

The Wangfujing department store, known as "the first shop in New China", has achieved a 4.9% decrease in business revenue in the first quarter of this year.

After closing the Zhanjiang store in July last year, 100% stake in Wangfujing department store in Zhuzhou was sold at 10 million 301 thousand and 100 yuan at the end of 2014, and the front line continued to shrink.

Tianhong store Zhejiang Lian Guan two shops expert analysis positioning is not allowed, brand is not hard.

In recent years, the development of department stores has been rather sluggish, and there are frequent crises. "Guan Dian" seems to be a new normal.

In this "closed shop tide", Tianhong mall did not get rid of this fate. According to the semi annual report of Tianhong shopping mall in 2014, the net profits of Huzhou, Changzhou, Loudi, Quanzhou, Ji'an, Shaoxing and Yueyang were all losses.

In Zhejiang, there are already two major Tianhong stores closed and closed. One is Xiaoshan Tianhong mall, which is closed in October 13, 2014, and the other is Huzhou Zhejiang Tianhong mall, which has ceased operation since February 16, 2015.

Nanjing Jia Ye City stores in the "hard to support" business started less than five years, merchants only 3.

Nanjing Jia industry international city shopping center opened for less than five years, but the merchants were extremely "shrinking" to 3.

A resident living near the Olympic Games said that the citizens here had in fact shoppers' demand, and did not know why many businesses closed soon after they opened their shops.

Martha, China's water closes, stores close to 1/3 stores are all around Shanghai.

Nowadays, in the Chinese market, department stores are declining.

This is the situation and development now.

Not long ago, Martha's Department officially announced that it would close its 5 stores in 15 of China by August 2015.

Martha stores confirmed that all the closed stores were located in the vicinity of Shanghai. Four of them were located in Wanda Plaza, including Shanghai, Jiading, Jiangqiao, Wanda shop, Changzhou new North Wanda shop, Wuxi Jiangyin Wanda shop, Wenzhou Longwan Wanda shop and Changzhou Wu Yue Plaza store.

How to save the downturn

In fact, according to the above examples, there are still data from 1 to February this year.

Retail sales decreased by 1%, and the growth rate dropped by 2.5 percentage points over the same period last year.

At the same time, the 101 department stores of the Chinese general merchandise business association reduced their business area by 16 million 196 thousand and 500 square meters compared to the same period last year, which is equivalent to the reduction of 81 shopping arcade in the same area of Xidan Joy City.

Of course, in the face of declining performance, retail industry naturally does not wait.

Retail is busy with the Internet.

For mobile payment, through the cooperation with the traditional retail industry, we can expand the offline mobile payment scenario and increase the user's stickiness.

In addition to Alipay and WeChat, UnionPay and La Kara also started the retail business offline many years ago. They are the real competitors of Alipay and WeChat.

Under the surface of cooperation, the cooperation between offline retail and mobile payment will also make a clearer analysis of consumer behavior through the further establishment of CRM and membership system.

In addition, through the settlement of mobile payment data, Carrefour's accurate analysis of more consumer groups can be realized.

In addition to shortening shopping hours and providing data analysis, offline retail hopes to use mobile payment to cover retail businesses and formats such as logistics distribution, convenience stores, electricity providers, and so on, so as to promote the emergence and development of O2O business mode.

Offline is not a burden.

As the biggest difference between online business and e-commerce, retail stores have been the most important entity in the retail industry.

Storefront rents and other factors have also been the key to raising retail prices.

So how to get rid of the bondage of offline stores has always been a problem in the retail industry.

Just when we turn to the shop, the market tells us in real time that it is wrong.

Take Amazon as an example, the big head of the US electricity supplier quietly tested the traditional retail mode during the Christmas shopping festival in 2014, announcing the opening of the first entity store in Manhattan, New York.

There are many famous brands including Messi's flagship store near the business circle.

The entity store will also play a role similar to the warehouse. It will send some of the express delivery service to New York and provide service for return and store.

Although the entity store is more like Amazon's product showroom rather than the real store, the electricity supplier has tried the water store, which confirms that the value of the physical store is irreplaceable.

Entity experience still determines success or failure.

The most important factor that can affect the business brain is still a matter of experience.

Objectively speaking, the total volume of retail consumer goods is increasing, and the demand of consumers is also increasing, so the total market volume is also increasing.

The dilemma faced by the entity retailers is that the electricity providers share the profits of the physical stores, and the channel competition is becoming increasingly fierce. Two, there is a profound change in consumer demand, but the entity retailer's "wake up awareness" is still using the same old method and gradually away from the needs of consumers.

And from Maslow's hierarchy of needs, physiological needs, security needs, love and belonging, respect and self actualization.

If the electricity supplier is satisfied with the basic commodity demand such as convenience, fast and preferential, etc.

The value points of future stores are more to satisfy consumers' sense of experience and psychological needs on shopping needs.

So the way out for the retail industry is actually going to go back to something more essential after all.

No matter how the business model changes, it is ultimately necessary to return to the experience, who can make this experience the ultimate, who is the future, online and offline.