China'S Department Stores Will Enter The Post Department Store Era.

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In the traditional department stores, 2014 is a landmark year. It will be included in the history of China's department stores. In this year, China's department stores entered the post department store era.

The department stores in the post department store are facing various challenges: the impact of China's economic restructuring on traditional industries, the growing channels of e-commerce, the increasing number of channels for consumers to choose, the more convenient channels for overseas shopping and purchasing, and the normalization of anti-corruption by the Chinese government.

Under multiple attacks, how should China's traditional department stores adjust themselves to meet all kinds of challenges?

First of all, the adjustment of China's economic structure poses challenges to traditional industries.

We should optimize the industrial structure and carry out industrial upgrading, and eliminate the inefficient, polluting and non qualified enterprises in the traditional industries through the adjustment of industrial structure.

At the same time, this is also a challenge to some suppliers in department stores.

Now, consumers are paying more and more attention to the requirements of environmental protection, quality and function of commodities, which requires traditional department stores to impose more stringent entry barriers on their suppliers.

Secondly, with the growing electricity supplier, consumers can choose to buy more channels.

From 2009 to present, the development of e-commerce in China has gone through more than 5 years. The total retail sales volume has increased by 7.25 times from 260 billion yuan in 2009 to 18851 billion yuan in 2013.

In 2013, the total retail sales of consumer goods totaled 234380 billion yuan, of which e-commerce accounted for 8% of total retail sales in 2014.

The total retail sales of e-commerce will reach 27861 billion yuan. Up to June 30th, it has achieved 10856 billion yuan.

In the future, the proportion of total retail sales of e-commerce will undoubtedly increase in proportion to the total retail sales of consumer goods in the whole society, which will inevitably impact on the traditional department stores. Under this trend, the traditional department stores can only adjust themselves in time, so as to find their own position in the future retail market, otherwise they will not be able to escape the market share or get rid of the bad luck.

Moreover, it is more and more convenient to go out of the country, making overseas shopping and purchasing channels more convenient.

Nowadays, the number of overseas Shopping Tours is increasing. According to the relevant statistics, the consumption of Chinese tourists in 2013 reached US $129 billion, ranking the first in the world.

Among them, the "eleven" golden week and Spring Festival holiday are the peak of Chinese tourists' consumption abroad, and the consumption volume is increasing year by year.

At the same time, because of the large price gap between some domestic and international brands, the purchasing channels have been heated up. This channel is also impacting on the traditional department stores in China, and this impact will be bigger and bigger. It is estimated that by 2015, the amount of gold consumed by Chinese tourists abroad will reach US $194 billion.

In addition, the normalization of government anti-corruption also affects the development of traditional department stores to a certain extent.

According to past practice, the consumption of government and enterprises and institutions accounts for a relatively low proportion of retail sales. Therefore, the purchase of commodities by major unit groups or the purchase of shopping cards are all businesses actively pursued by the department stores. The sharp decline in the volume of business today is bound to cause a decline in the retail sales of the Department to a certain extent.

On this basis, the domestic department stores should consider how to "make department stores serve the people" so as to attract more consumers to shop consumption.

The challenges faced by department stores are inevitable. Only by adjusting and changing themselves in a timely manner, can we provide more experiential services on the basis of satisfying consumers, expand business scope, increase entertainment, catering, education and other supporting services, and try to integrate with e-commerce, O2O and other channel models, so as to find spring in the future development.