On the afternoon of August on August, there was a rare Gate in Xuhui Store, Shanghai Pacific Department Store.Many customers are carrying large bags and small bags, shuttle between counters full of discounted logos.A clerk told Lianhe Morning Post that this was the first time she had seen so many customers in the three years in his office, "but the last time."
Xuhui store, Pacific Department Store, who stands in the Xujiahui business district for 30 years, announced on July 31 that due to the expiry of the cooperation period with the joint venture, it will be suspended one month later.Prior to this, two other shopping malls in Shanghai in Shanghai were closed in 2016 and 2020.
According to incomplete statistics, including the Xuhui Store of Pacific Department Store, at least 13 department stores have announced their breaks around China this year.There were at least 42 department stores that were suspended last year, of which 27 were old malls that have been operating for more than 10 years.
Faced with the challenges of endless emergence of new shopping malls and the rapid rise of e -commerce, traditional department stores with aging formats have continued to increase their operating pressure; strict epidemic prevention measures in the past three years have made some of the poor department stores who have worsened.
Mr. Wu (70 years old, retired) residents of Xuhui recalled that the TVs and washing machines at home were purchased at Pacific Department Store.However, with the rapid development of e -commerce in recent years, the attractiveness of traditional department stores has gradually declined."The epidemic in the past three years has forced them to learn to shop online. I am now accustomed to buying things on Taobao and rarely patronize the mall."
Euromonitor, market research institution, shows that from 2008 to 2022, the size of the e -commerce market increased from 23.8 billion yuan (RMB, Same as Same, S $ 4.4 billion) to 7.5 trillion yuan, which has become aChina's most important retail channels account for nearly 70 % of the overall market.The size of the department store has only increased by 68 % in 15 years, and the market proportion has dropped from 32 % to less than 9 %.
A survey launched by the China Department Store Commercial Association, which has thousands of member companies, showed last year that 85.9 % of the sales companies' sales declined, of which nearly 30 % decreased by more than 20 %.According to the China Department Store Retail Industry Development Report published by the Association in March this year, 76.9%of the respondents believe that insufficient consumption power and weak growth are the main challenges of the department store retail industry.
Soochow Securities analyst Wu Jincao pointed out that the advantage of online consumption is to respond rapidly, extensively reach, and quality and low price, so e -commerce is suitable for repeated mass consumption.The consumption that needs to be experienced in mid -to -high -end goods and services still has a lot of room for growth, which is an important development direction of offline business in the future.He is optimistic that China Department Store has ushered in industry recovery and reform after the epidemic.
Just one week before Pacific Department Store announced the suspension of business, Chen Yong, director of the Xuhui District Commerce Commission, who was located in the mall, also said at a press conference that it would accelerate the construction of the Xujiahui Center and the transformation of Pacific Department Store and Shanghai 600.However, this old department store can't wait for this late spring.
Consumption recovery momentum continues to weaken
As China abandoned the "clear zero" policy at the end of last year, private consumption ushered in retaliated rebounds earlier this year.However, in the environment of weak economic recovery, consumption recovery momentum has continued to weaken.According to the latest data of the National Bureau of Statistics of China, after the total retail sales of consumer goods across the country increased significantly by 18.4 % in April, the increase in June decreased to 3.1 %, the lowest growth rate this year.
From the perspective of consumption types, most of the growth of social zero increased by catering revenue. In June, catering growth rates reached 16.1%year -on -year, while commodity retail only increased by 1.7%.The strong recovery of catering consumption has shown signs of stability and rents that drive the shopping center, but the growth of retail sales of goods makes it impossible for the industry to get rid of the dilemma of "recruitment difficulties".
According to Dade Liang Xing's data, the vacancy rate of Guangzhou Shopping Center in the first half of the year fell to 7%, ending the rising trend of four consecutive quarters in the past four consecutive quarters.The data of Zhong Liang Film shows that the vacancy rate of shopping malls in Shanghai's core business districts and non -core business districts decreased to 13.4%and 12.1%in the second quarter, but still higher than the same period last year;Both decrease.
The most obvious rebound in the catering industry
China Media Caixin report quoted the industry as saying that among the various leasing formats of the shopping mall this year, the catering industry has rebounded the most obvious, but the rest of the resties have not obvious recovery, and the categories of boutique clothing have continued to reduce leasing needs.
It is difficult to recruit rent in shopping malls, which is evident from the empty building on Nanjing Road Pedestrian Street, the core business district of Shanghai.Shanghai Land Plaza, one of the traditional landmarks of Nanjing Road, has been operating nearly 26 years after the end of January this year. In addition to the high -rise stills, there are a few golden stores in jewelry. Most shops have gone to the building.
San Dena's commercial building adjacent to the ground square, after its largest tenant and clothing brand Metusbon Wei closed the five -story flagship store last year, only one hotel and a restaurant are still open.The Qi Zhongtian Building, which is also located in the Golden List of Nanjing Road, has been vacant to this day after the main tenant Zandanu graduated in 2021.
The progress of consumption recovery not only affects the mall of the department store, but also about China's economic growth.In the first half of this year, the final consumption expenditure contributed to 77.2%of China's economic growth.In order to drive domestic demand, there have been many consumption policies in July, and 20 measures to restore and expand consumption will be released on July 31.
The "20 Consumer Consumption" issued by the National Development and Reform Commission of China. Starting from improving consumption in the fields of automobiles, housing, catering, and cultural tourism, it is required that local regions must not be added to purchase restrictions to promote the renovation of old communities and the villages in the city in the city.Reform, comprehensively implement a paid vacation system, improve the rural e -commerce and express logistics distribution system.However, the market's most concerned cash and consumer vouchers have not mentioned in the policy.
Zhang Ming, deputy director of the Institute of Finance of the Institute of Finance of the Chinese Academy of Social Sciences, showed that in June this year's survey on an eastern coastal province showed that a local underdeveloped area was issued by 40 million yuan in consumer vouchers last year, driving about 4.5 billion yuan in consumption.The multiplication and leverage effect are significant.However, the existing consumer coupon issuance mainly relies on local financial support. The scale and popularization of the issuance are small, and there are also hidden dangers of closed markets between regions.
Zhang Ming wrote an article to issue consumer coupons raised by special government bonds to solve fund supportPower and improve the scale of issuance.In addition, the scope of the use of consumer coupons is not limited, but consumer coupons cannot be issued with cash to prevent cash from being re -saved by residents, thereby weakening the effect of consumer coupons.
Economist Chen Bo said that the current local government's financial burden is heavy, and consumption must mainly rely on the central government's efforts, including further relaxing the management and control of the property market, increased subsidies for new energy vehicles, and promoting home appliances to the countryside.By activating the consumer demand of the community, the overall market is recovered.
Chen Bo added that the "20 articles promoted" proposed to cope with the expected situation, unlike the planned policies that had been planned at the beginning of the year, it would take some time to land on a large scale.However, in view of the urgency of boosting consumption, it is expected that the relevant supporting policies can be introduced densely in about one month.
According to the data of the People's Bank of China, last year, the national resident deposits increased by 1.784 trillion yuan, a nearly doubled increase than the previous year, a record high.Chen Bo analyzed that ordinary people are not lacking money, but because they do not dare to invest or consume because of lack of confidence."The means of promoting consumption are not the consumption itself, but the following reaches of consumption as the starting point, driving the overall industrial recovery, boosting market confidence, and forming a virtuous circle."
Nanjing Road Landmark Missing Traditional Department Store Embrace the two -dimensional
On the first day of travel from Anhui to Shanghai, Xiao Xiao (pseudonym), 13, took her mother to Bailian ZX Chuangqu in Nanjing Road Pedestrian Street, and bought three virtual singers "Hatsune Miku" dolls in one breath.Essence
The first student told the United Zard that the 800 yuan (RMB, the same, S $ 149) of the doll was "sponsored" by the parents.Although the price is expensive, there is no two -dimensional store in my hometown.
Under the blessing of young consumers like Xiao Xiao, the Bailian ZX Chuangqu Field, which is mainly engaged in the second -dimensional IP products such as animation games, has become one of the most popular shopping malls on the Nanjing Road.The "facade responsibility" at the intersection of the east section of the century -old commercial street has changed from a Korean makeup brand Yue Shi Feng Yin to a tide -playing blind box brand Bubble Matt; the new world city standing at the west section intersection, then take a few floors through several floors.The largest exterior wall advertising position gives anime work at the theme restaurant of Detective Conan.
With the "Gen Z generation" represented by the post -95s and post -00s, it has become a vital army in the consumer market. Many department stores on Nanjing Road embarked on the road of secondary transformation.New World City will change the fourth floor of the youth costume to the two -dimensional brand area. The first hundred goods are opened to the "beautiful Dimension block" for women's two -dimensional enthusiasts.The sixth floors are covered by popular anime IP.
The new attempts of traditional department stores have initially achieved results.According to the Liberation Daily, New World City's passenger flow in July increased by 22.34 % over the same period in 2021, driving the overall sales of 7.5 % year -on -year.Among them, the July sales of merchants on the fourth floor increased by 258.9%compared with the same period of 2021, becoming the first place in the floor.The passenger flow and sales of the Bailian ZX Chuangqu Field also hit a new high since the opening in July.
It is long been regarded as the secondary economy of the niche market, and is developing into a blue ocean market with hundreds of millions of users.The IResent Consultation Research Report shows that China's two -dimensional market size reached 100 billion yuan in 2020, an increase of 32.7 % year -on -year; pan -second -dimensional users were 420 million in 2020, and it is expected to reach 500 million people this year.
As early as 2018, China UnionPay survey showed that the passenger flow of the Nanjing East Road business district was younger; the proportion of young customers in the post -90s and 00s had reached more than 60 %.
Xu Jian, a professor at the School of Media and Communication of Shanghai Jiaotong University, said in an interview that the rise of the two -dimensional consumption and the end of the Pacific Department Store are the same logic: when a consumer format is not watched and loved by contemporary young people, and then they are loved and loved, so they are loved.It will enter the historical stage.
Xu Jian, for example, said that the iconic background music of Pacific Department Store was sorry for the baby of the Caoyu Band."Twenty or thirty years ago, this song represents the trend of young people. That generation is now not visiting the mall, and the reason why contemporary young people who grew up under the influence of anime works are to get online consumption.Excellent experience -fellow gatherings and consumption with those who like the same IP. They are also willing to pay higher prices for such experiences. "
According to the survey report of users in the first half of this year of the JD.com Consumption and Industry Development Research Institute, consumers are not only inclined to do homework before shopping, but also more vulnerable to consumption by emotional influence.Research Report on the Consumption Trend Trends of the Genz of China showed that in 2020, the per capita annual hand office (model) expenditure of the Performing year Z was 2022 yuan, which drove the market size to 3.7 billion yuan in that year, and it is expected to exceed 9.1 billion yuan this year.
However, with the intensification of homogeneous competition, "two -dimensional" is no longer the secret to earn stability.The X11 flagship store on Huaihai Road, the first day of opening in 2021, attracted 50,000 people to check in.However, with the transfer of the two -dimensional consumer center to Nanjing Road, the single -family space of more than 2,000 square meters announced the suspension of business last month.
In addition to buying a buyer at the mall, shopping is also a popular social activity of generations.In the past month, Shanghai has successively held large animation exhibitions such as China International Animation Game Expo, Bilibiliworld and ChinaJoy, which has attracted more than 500,000 audiences.
Xu Jian believes that if Shanghai wants to build an international consumption capital, it will be necessary to seize the needs of the younger generation, especially young women."Compared with contemporary young men, women have a stronger awareness and more diversified consumption. It covers clothing, film and television, exhibitions and other fields. The future consumption trend must be guided by women."
