Shopping Center "Heavy Eat Not Heavy Wear" Clothing Industry Profits Lower

　　 Clothes & Accessories The industry has always been the highlight of the department store industry in China, occupying the main body of the major department stores, and has made great contributions to the performance improvement of department stores and shopping centers. However, with the downturn of the apparel industry and department stores, some new commercial complexes begin to practice the way of "going to costumes" and reduce the ability to lease. clothing The proportion of investment in brand names has increased the proportion of people with strong crowd aggregation effects such as food and entertainment. A few days ago, media reports reported that Wanda Group would abolish the format of clothing. This caused an uproar in the industry.

From the "meat and potatoes" scrambled by the major retail stores to the "abandoned" nowadays, China's clothing industry has experienced such changes as the economy and consumption environment, and so on. In the view of the industry, the garment industry needs breakthroughs and transformation, upgrading from quantity to quality. It needs more differentiated thinking and quality to create brand with international influence.

phenomenon

Shopping center "heavy eat not heavy wear"

The recession of sports apparel industry has begun to gradually spread to more and more apparel industry. With the decline of the apparel industry and the weakening of the performance of the department store industry, more and more new commercial complexes and shopping centers have been quietly staged in the investment planning. They plan to reduce the proportion of investment in clothing formats, but increase the proportion of catering, entertainment and other formats.

It is reported that the "boss" Wanda Group in the field of commercial complex has said that it will reduce the proportion of retail formats. The Wanda Plaza opened next year (excluding Wanda Department Store) will completely abolish the format of clothing. Wanda Plaza is the first commercial complex to fully express "dress up". The move has also attracted a lot of attention in the industry.

This news has been confirmed by the media reporters from Wanda Group insiders, the news comes from Wanda Group Chairman Wang Jianlin's speech at the company's first half working conference. It is revealed that in addition to the newly opened Wanda Plaza, the two floor of the 72 Wanda Plaza, which has been opened, will also be completed before 2015. The adjusted Wanda Plaza will reduce the proportion of clothing dominated retail formats and increase the proportion of life styles, such as hairdressing, nail polish, book bar, education and training.

Wanda Group's practice reflects a trend and trend in the industry. In fact, a number of newly opened or old shopping centers have adjusted the format of shopping malls in recent years.

Recently, as the "rookie" of the first business district of Huadu, the Guangzhou Lai Lai commerce and Trade Co., Ltd. (hereinafter referred to as "Lai Lai Lai") has attracted huge attention from the industry. Different from the general shopping center, which takes clothes as the most important business attraction, it has put the focus of investment on the "dining + entertainment" format. The proportion has increased from the initial 42% to 45%, and the upgraded version of the "super experience" market layout has been upgraded. The theme park of the "Star City" American children's club has been introduced, and the special restaurants in Korea, Japan, Brazil and other countries. This is different from the surrounding department stores such as Guang Bai, big rfat, Suning and other old department stores.

Coming and planning is the result of deliberation. Huang Haifeng, general manager of Guangzhou Lai Lai commerce and Trade Co., Ltd., seems to want to have a solid market share. Only four strategies for large MALL can be grasps, that is, "people without me, people have me, people are excellent, I am fine, people are fine." "The most difficult part of attracting investment is not to fail to recruit merchants, but rather to have unclear positioning. There are no rules for investment promotion. This is a taboo. Those who give more money will have negative effects on shopping centers. Consumers who prefer high-end products will lose directly. "

Coincidentally, in the new world of Panyu Hui Long, the clothing retail business and the lifestyle, entertainment, movie and amusement parks have been half divided, while the Oriental Baoshi shopping plaza is also increasing the proportion of catering business, and its proportion has risen to about 40%.

This new change is not just in Guangzhou. Recently, a statistics from DTZ showed that the proportion of the catering industry in Beijing has risen to 18%, and the largest contribution to rent has dropped to 34%.

"Shopping centers are eaten out," said Zhen Shiqi, director of business consultancy at DTZ, China. Catering industry is playing an increasingly important role in shopping centers. In the past few years, Wanda Plaza and joy city such a mature business project, catering ratio reached 30%-35% is also known as the characteristics, in the current market environment, the proportion of catering business in the opening period has reached 35%, has become the norm. Especially the shopping center project located in the new urban area.

Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association, also told reporters in Nanfang Daily that many comprehensive shopping centers are basically reducing the proportion of retail sales and increasing the proportion of non retail sales. In the past, department stores accounted for 6.5 of the total retail sales, and the "golden ratio" of other formats occupying 3.5 percent has gradually gone away.

Reason

Apparel industry profits lower

In the traditional mode, the Department Store Retailing with clothing as the main body has stronger affordability. Compared with that, the rents of restaurants are lower, and the cost of decoration, equipment and personnel is relatively high, and the contribution to the profit of shopping centers is also weak. Therefore, many shopping centers will pay special attention to clothing investment. Why do so many shopping centers and commercial complexes begin to "get rich and love the poor"?

Huang Wenjie analysis, the traditional view is that in terms of tenant capacity, the clothing and clothing rental capacity is stronger than that of non retail businesses such as catering and entertainment. But its strong and strong clothing and other highly profitable categories tend to be less attractive to tourists. Even in the economic downturn, catering and entertainment are doing well. In economics, there is a lipstick effect, that is, often when the economy is not good, some of the relatively weaker things are showing the trend of development. The non retail category represented by the catering industry has this kind of performance.

He further analyzed: "from the past one or two years, it should be the downturn of the whole economic development, and the whole consumption level and consumption ability are at a relatively low level. In my view, the retail industry is going through the longest winter. Therefore, some related businesses in the retail industry, especially clothing enterprises, are also having a hard time. At the earliest time, it was inventory, but now it is not only inventory, but also normal enterprises. The desire to open shop for clothing enterprises has also slowed down, and is temporarily on the defensive. In addition, for the middle and low end of the clothing, they are affected by the online shopping and the challenge is relatively obvious.

Under the influence of many factors, the business efficiency of clothing in the shopping center is decreasing, profitability is decreasing, and many shopping centers also have short adjustment difficulties in attracting investment. As it has been reported before, after the withdrawal of the two floor clothing brand of the traditional Plaza of Zhonghua square, it has not been able to find other brands to fill in for quite some time.

Reporters recently visited various major department stores, and found that after the great rush of June, many garment enterprises have launched a new round of promotion. The discount of clothing brands has changed from 50 percent off in June to 70 percent off, and clothing brands have started to go up to 1.

There are also people in the industry who believe that due to the global economic downturn, people's desire for clothes as a necessity for daily necessities will surely decrease, which will continue to affect the performance of the apparel industry and the contribution rate to the department stores. According to the statistics of the China National Business Information Center, the retail sales of clothing commodities of hundreds of key retail enterprises in the first half of 2013 increased by 6.9% compared with the same period last year, and the growth rate was 2.9 percentage points lower than that of the same period last year. At this point, Wanda Group is also deeply touched. For the first half of the Department's poor performance, Wanda believes that one of the reasons is that the national department store industry is in trouble. As a major retail store, the costumes in the first half of this year grew slowly.

People eat their food, compared with the advantages of catering business to the shopping center is self-evident. In many newly opened stores, restaurants are always the first to rise, especially in order to shorten the business incubation period. Some shopping centers also have food and drink industry to drive the top floor of shopping malls and so on. More importantly, the catering industry often can not be replaced by electricity providers, even group buying, and ultimately to the physical store to spend.

Huang Wenjie also believes that as a comprehensive shopping center, in terms of long-term management, popularity is the most important indicator, which is a powerful guarantee for the future comprehensive operating capacity and rental income. Therefore, if we pursue the high rents of clothing in theory, we may lose the ability to attract tourists. And the advantages of Catering Show, it has a more realistic effect on attracting people and attracting customers.

discuss

Apparel industry looks forward to "new play"

Whether it is the industry's own problems or changes in the external situation, the apparel industry will face severe challenges. Under such circumstances, what is the way out for the apparel industry?

In this regard, Liu Yueping, President of Guangdong apparel and apparel industry association, said that the first half of this year is in the whole country. Spin The profit margins of Guangdong's textile and garment industry achieved a 4.26% growth rate against the sharp decline in the cost and profit margins of the garment industry. However, in the 4641 textile and garment enterprises above Designated Size in Guangdong, there are 975 loss households and 21.01% loss. This is also noteworthy.

The practice of "abandoning" the clothing industry in shopping centres should be closely related to the homogenization of department stores and shopping centers. However, for the apparel industry, transformation and upgrading is a pressing matter of the moment. The transformation and upgrading of the apparel industry in the future should be made in the following three aspects:

First of all, we should build a modern garment industry system, promote transformation and upgrading, and develop industries with high added value, high technology content, low energy consumption and low pollution. Secondly, science and technology informatization will lead the upgrading and development of traditional industries. In the coming years, the application of new technology, new software and new equipment will bring revolutionary upgrading to the garment industry. The transformation and upgrading of the garment industry should adapt to this trend. Third, the development of e-commerce is an important breakthrough channel for the apparel industry at the present and next stage.

Independent suit shoes Commentator Ma Gang, in an interview with our reporter, said that the growth rate of the entire garment industry has slowed down. There are three bottlenecks in the development of domestic garment enterprises: category bottlenecks, market bottlenecks and management bottlenecks. To break through, we need to make efforts from these three aspects: single category can be developed to multiple categories; from regional market to domestic market or international market; management can be changed from extensive management to meticulous management. "The new method of clothing industry" is not an external advantage, but an advantage that can not be duplicated than the internal strength of enterprises.

Huang Wenjie thought: "the clothing industry in our country only has stars without moon, and only increases in quantity. There is no qualitative improvement. Therefore, the development of the entire garment industry should be more focused. If we can cultivate some big international brands comparable to Burberry, LV and so on, our clothing industry will go out another day.