How To Break The Dilemma Of Traditional Department Stores?

Reporters took advantage of a large state department store last week when they celebrated the sale of a brand shaver. The price of the store was 450 yuan. Because of the 10 percent off discount of the festival, and if the gold card member could fold 10 percent off, the shaver would be 364.5 yuan and nearly 100 yuan.

But the reporter also logged in at that time.

Website search, the price of the same product is only 299 yuan, which is nearly 151 yuan cheaper than the traditional department store's normal price, which is 65.5 yuan cheaper than the discount price.

Reporters also compared the storage cards, bags and other items. Among them, a brand storage card, the department store's selling price is 200 yuan higher than that of the electricity supplier, the bag is the department store price is 30 yuan more than the electricity supplier.

After visiting and collecting consumer opinions, the reporters found that the price difference of the goods below 500 yuan, the traditional department store is higher than that of the electricity supplier, at least more than 50 yuan.

It is precisely because of this that there are more and more "grid families" in department stores. They will go shopping and hang on the electricity supplier website to search for parity. They will consider department stores as "fitting rooms" and "trial sites". They will try to wear clothes in the fitting room, find their own size, and then place orders on the e-commerce website.

For appliances and other goods, they will try it in department stores and buy them on e-commerce websites.

It's more and more common to see "no buy" or "just try not to buy". Traditional department stores are also helpless.

A middle-level manager of a state-owned department store in Guangzhou told reporters that the turnover in the first half of this year was 1 billion 270 million yuan, but gross profit was only 250 million yuan and gross margin was around 19.54%.

The cost of shopping malls is as high as nearly 100 million yuan. Every day when shopping mall opens, we must consider how to make money, otherwise the staff's food and drink are all problems.

The middle-level said that his monthly salary of only 6000 yuan, not much.

In fact, in addition to labor cost, electricity and water charges are also a major item in the traditional department stores, which cost about 10000000 yuan a year, and the bank card handling fee is nearly 5 million yuan per year, and then the tax and so on. The net profit of the shopping mall is only about 1%.

A shopping mall executive told reporters: "fortunately, the large department stores in Guangzhou are mostly owned by their own property, otherwise, if they add the rent, they will be in the doldrums.

The department store must not last. "

For the fact that the traditional department stores are more expensive than the electricity suppliers, many senior department stores also agree.

Then, how does the commodity price of department stores constitute? What is the price of goods?

A state owned department store senior told reporters that the pricing of each commodity in the mall involves different items, such as factory price, manpower cost, promotion cost, profit sharing cost of the mall, cost of tax and so on.

The price composition is different.

The above chart shows only the most common purchase channel, and there are many middlemen in the purchase channel, which is even more amazing.

"General electric appliances and other large commodities have lower gross margins, and the selling price of shopping malls is not much higher than the factory price.

But if clothes, shoes and other goods are sold, the price is usually 4 times higher than the ex factory price.

The senior official said.

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