Republican king said:
An iron section; a running shop!!
(this article is from the chief marketing officer. Copyright belongs to the original author.)
The store tide is still going on. Is it really Ma Yun's fault or is it that you can't keep up with the times? Even large enterprises are able to resist the closed shop, closed down, in the end what is the point?
Today, Mr. Republican invited the chief marketing officer to talk about his view of the store's closing tide.
An iron section; a running shop. 2017, but also shut the shop tens of thousands of rhythm. The closed shop, or mean or mean pathos withdrawal, self-help arm. Whether the lessons or The imprint is engraved on my heart. retreat strategy, all show that the times really have changed, the big reshuffle is being staged.
There's no end to innovation, so don't talk about what Ma harms, but you're being hurt by yourself. You have to save yourself!
He, once sold 18 billion, chain 100, ranked 22!
He now broke funds, suppliers containment, bankruptcy liquidation!
Have a good new Huarun and Renrenle supermarket in Guangdong known as the big three has a glorious history, the peak period of the sales volume of 18 billion, however, after the fund chain break, creditors, suppliers, employees rights closed shop tide, and a series of restructuring failed after the storm, a new good ultimately failed to get rid of bad luck, to bankruptcy!
Recently, Changsha City Intermediate People's Court issued "on the liquidation of a good business Hunan investment limited case by way of competition election managers notice", declared Hunan a good new company officially entered bankruptcy liquidation.
A new "good" bankruptcy caused a sigh of retail circles, and sounded a warning for the traditional entity shop!
01
Local retail
The retail industry scratch a few years off did not want to stop shop wind, the current momentum.
In the Far East, nearly 2100 stores closed in the first quarter of 2017, and 9 retailers filed for bankruptcy protection, even more than they were during the depression. The same is true in china.
1, WAL-MART: three months even shut 11 shop
"5 km circle of death" theory shattered?
Once, about WAL-MART has a famous "5 km circle of death" theory, that is, WAL-MART stores exist within a radius of 5 kilometers, other retail stores have no room for survival. But this myth is being broken.
According to United Business Network reported that WAL-MART Zhengzhou Golden Road, University Road store will cease operation in May 17th, WAL-MART Zhejiang Quzhou square store also issued a closure notice, closed in May 10th and May 2nd, WAL-MART in Shijiazhuang, only one shop has to stop operation. Count in March this year, closed 4 stores (Changsha Takahashi shop and Beijing Wangjing shop, Guangzhou Tianli shop, Suzhou modern Avenue) and closed in April 3 stores (Hefei Road shop, saddle road victory and Changshu Haiyu Road shop), WAL-MART closed in three months and closing stores a total of 11.
Self analysis: over the past few decades the global rapid development, too dense layout and excessive number of stores and other dragged down WAL-MART's performance.
Outside evaluation: don't say anything. It's really Ma Yungan's.!
2, Lotte Mart: closed up 87 stores
Yonhap quoted South Korea Lotte April 20th news, 99 Lotte Mart stores in Chinese territory, was ordered to the total number of stores closed reached 74, and another 13 of business on their own. Under its influence, Lotte Mart in China has been operating losses of up to 200 billion won (about 1 billion 200 million yuan). But Yonhap said, even so, Lotte Mart still to the local Chinese staff wages as usual.
Self analysis: a failure to judge the market and fail to keep pace with the changing market situation.
External evaluation: do not die!
3, Yimaide: a comprehensive defeat in Chinese
South Korea's largest retail group in the new world group's large discount supermarket E-mart (E-Mart) program in China closed in the existing 6 stores in the next few months, the end of the 20 years "into China Tour", the full withdrawal of Chinese.
4: Carrefour: tuyere has passed
In 2015, Carrefour closed more than 15 stores in China, and 2016 had closed 3 stores in China. The overall influence was not as good as before.
Self analysis: will focus on the layout of convenience stores, and power generation business, is the country to build six modern distribution centers.
External evaluation: global influence is declining, in Chinese, being local RT mart, Huarun, Yonghui and counter attack.
02
Local Costume
1, Metersbonwe: continue to decline
The huge loss of over 400 million, three years inside the shop 1600, founder Zhou Chengjian has resigned.
Self analysis: radical shop to blur brand positioning, too much attention to the mobile Internet, did not do a tailor, so the market abandoned.
The external evaluation was China: local retail counter attack, by Jay Chou endorsement and mode of the rise, but the overall intrusion event of the global fast fashion brand, follow the ZARA defeat bottleneck in the field of vision, mode and brand, its slow transformation does not catch the consumer pain points, the new brand promotion is too slow.
2, Bosideng: fell sharply
2015 the store over 5000, 2016 have been closed nearly 550.
Self analysis: profiteering era investment cost and resources gone for ever, Bosideng is aiming to become fashionable, young, continue to adjust the shop, but the intensity will slow down.
External evaluation: Bosideng for 19 consecutive years in the down jacket on the market the market share of the first, but down the decline in business, men and women business development is blocked, Bosideng's performance fell into a cold winter. The brand in decline, channel shrinking, in the way of transformation, Bosideng difficult.
03
Local shoes
1, BELLE: shoe king decline
BELLE 2015 year more than 400 stores, 2016 have been closed nearly 500 stores. In 2011, the most frenzied day of the store, BELLE international average every day new stores opened 2~3, but now the situation reversed.
Self analysis: Retail difficulties, environmental influences, and online competition. Mainland market due to rental costs are variable costs, and sales linked, so the mainland market profitability less damaged, Hongkong greater pressure.
External evaluation: China's footwear giant boss, a wide range of brands and influence, is to allow capital recognition. But in the Internet increasingly changing people's lifestyle and behavior patterns of the environment, BELLE is still not timely response, when the frenzied opening of stores and counter mode, eventually be liquidated.
2, Daphne: katabasis in
In 2015, Daphne has closed 805 stores, 2016 have been closed over 500, same store sales growth rate dropped by 11.7%.
Self analysis: large-scale closing shop is to cope with the downturn in the market situation and rental pressure.
External evaluation: consumer demand has changed, more international vision; franchise problems too much, funding strand breaks, layoffs, electricity providers were abandoned and other rumors rampant.
3, Lining: the huge loss of the downhill
Three year loss of 3 billion 100 million yuan, close shop nearly 1800 stores, 2016 closed shop narrowed, but the overall profitability is still down seriously.
Self analysis: cost issues, channel construction, management rough, the board of directors and management relations of the four major issues.
External evaluation: 5 years ago, the brand positioning after 90 big mistakes, cost control and brand marketing still have problems, pricing strategy is to let consumers once abandoned Lining, and choose the price of almost ADI Nike discount.
04
Luxury brands
1, Zegna: luxury brands shut shop Wang
Zegna announced 2015 performance profits plunged, down 21%, and net profit is down 45%. Has become the top luxury brands off store number 2016, shut shop 15.
Self analysis: at present, China's men's clothing and luxury goods market has declined sharply.
External evaluation: because of the luxury market growth slowed sharply, but the cost is still high, especially in the past 10 years China on luxury goods in rent concessions or free policy has been gradually cancelled, China shopping mall built too many luxury goods group have forced restructuring of store structure.
2, replica chanel bags uk: strictly control the mode of opening the electricity supplier
replica chanel online uk China stores number of 11, is the most store period half.
Self analysis: luxury brands across the Greater China region were not easy in 2015. Has launched a global business network, a subsidiary of three Metiers d'Art senior workshop workshop (including Causse, Maison gloves hat Michel workshop and BarrieKnitwear will be open for business channel.
External assessment: replica chanel bags uk is still a private company, has a consistent brand characteristics and influence, has long been a change in the adjustment, the Chinese market is in strict control.
3, Prada: all the way down
In Prada2, 16 stores were closed in China, 2016 closed stores, 4 (including Miu, Miu).
Self analysis: Prada will play the role of selling money, improve the frequency of new products, new releases. Asia Pacific set up shop policy from a substantial expansion to shut shop conservative, the current price pressure increased.
External evaluation: net profit plunged, stock prices are the lowest, quality gate and customer service problems, conservative strategy, pricing is too high.
4, replica Burberry online uk: close shop and adjust
In 2015, China closed 10, and finally, the total number of stores was 68, and it was closed 5 in 2016.
Self analysis: in the face of challenging external environment, our global team is more focused on developing core products, promoting the replica Burberry online uk brand of British products, to further promote the integration of online and offline work. With the United States Nordstrom, the British Harrods, South Korea Shinsegae, Amazon and Tmall on the force.
External assessment: brand personality, and the British royal family supplies, but faces many light luxury and similar, but also reduce the size of the attacks, luxury challenge. Now, in China, the store is closed and adjusted.
5: replica Louis Vuitton bags uk: the Chinese market is in ebb tide
At the end of 2015, 3 Chinese stores were closed, namely three stores in Guangzhou, Harbin and Urumqi. At present, LV China market about 50 stores, in 2016 has closed 2 stores.
Self analysis: Chinese turnover in the world for LV has soared by 10%, but the Asian market has fallen by 5%. Due to the overall economic environment, the reason China anti-corruption policy, consumption and so China outflow of luxury consumption growth slowed down, and the luxury business trend, China two or three line city stores struggling, the performance decreased significantly.
External assessment: LV brand value is down, is now carrying Hermes and more heavy crafts and limited edition of innovation changes. China's market gap can be made up of overseas stores, and, moreover, China's luxury market has led to increased pressure on closed stores in the cold winter.
05
Vogue
1, Martha department store: closed shop adjustment
2015 of the 5 stores in 2016, the remaining 10 mainland stores have been shut down, officially quit the Chinese.
Self analysis: Martha's living space in overseas markets is too small and the company knows little about overseas markets.
The external evaluation is too slow, clothing old-fashioned, weak marketing do not understand Chinese consumers shop rhythm mistakes, general consumer experience.
2, GAP: North America substantially reduced
In 2015, 175 underperforming branches were closed in North America, 2016 of which had closed 75 stores, and earnings fell 6% year on year.
Self analysis: close shop 75, is expected to GAP savings of $275 million pre tax expenses.
Outside evaluation: when GAP is synonymous with cool, and now become mediocre, North American sales continued to decline, had to shut down shop to deal with.
3, A F: once again plummeted
2016 in the first quarter, A F has a net loss of $39 million 600 thousand, the current share price has plummeted two figures. 2016 closed shop in the United States nearly 50.
Self analysis: a makeover, hoping to recapture consumers in a more sunny image.
External assessment: weak consumer experience, style conservative enough, fashion creative, do not understand the new generation of young people around the world, was ZARA and other fast fashion giants retention.
4, Bebe: North American adjustment
In 2016, nearly 30 stores have been closed in North America, leaving 300 stores worldwide and planning to enter the Asia Pacific market.
Self analysis: the North American market is difficult, the environment and competition are increasing, and the store said it will usher in the expansion of the wholesale business opportunities in North America and the international market
External assessment: once a representative of the new female brand in the United States, but now a lot of problems. I'm looking for an agent just entering china.
5, BLUE INC: closing shop intensified
In 2016, 60 stores were closed in the UK, accounting for 25% of the total of 233 stores in the uk.
Self analysis: market environment and tough competition, and the company's product design obsolete, the company will also announce the closed shop strategy
Outside appraisal: once in the United States fire men's brand, but the current lack of competitiveness, is gradually losing its advantages and influence.
6, Kitson: quit in full
It used to be the national trend boutique, closing the 17 remaining stores in the US in TOP52016, and the shop closed and declared bankruptcy. The legendary retailer in Losangeles is known for its frequent celebrity and movie stars, the variety of bizarre activities in the store and products designed to sell Brian Lichtenberg.
Self analysis: in order to keep the classic brand that consumers love and respect to continue, the company is discussing with all parties to achieve a deal conducive to the maintenance of the brand's development.
External evaluation: in the face of changes in the market is slow and the partner in fighting is the main reason.
06
Catering articles
1: Huang Taiji: the tuyere is over
At present, Huang admitted that half of the stores have been closed, and the number of stores in Beijing has plummeted from 44 to 20.
Self analysis: these stores are expensive and expensive, while the takeaway platform business battlefield escalating, Huang Taiji does not need to spend in a war without a win. He said Huang Taiji was at a low ebb, but still had a chance.
External evaluation: Huang Taiji food too, Deputy brand competitiveness is not high, but do takeaway BAT, food factory new ecological small businesses has not pay.
2, McDonald's: re
In 2016, China has closed 80, McDonald's, China is now nearly 2300 stores, is just like KFC as China's business all packaged for sale, CITIC Group probably took over.
Self analysis: core customers, re decoration, to add fast food point of production. By emphasizing more on the quality of the food to strengthen the image and adding new products, we can re-establish the emotional connection between our customers and the McDonald's experience.
External evaluation: local restaurant rising too fast, and McDonald's has been slow to change, failed to meet the new needs of the current Chinese consumers.
3, very pleased to meet you: lack of management
2016 has been forced to shut down two stores, Ningbo stores closed, suppliers come home to recover debt, Wuhan South China Road shop is seriously ill rats.
Self analysis: easy to fight the country, keep the country difficult, is strengthening management.
External evaluation: Star catering business encounter tuyere bottleneck, franchise management out of control, food tastes generally lead to decline in brand popularity.
4, xiangeqing high-end catering culture typical:
Who is the high-end Hunan restaurant and has listed the nova, founder now run away, the closed shop in 3 nearly 30 stores, more than 10 stores have been closed, the remaining mortgage transfer, court liquidation.
Self analysis: since 2012, the eight provisions limit three consumption policy, the original government attached to the consumption of high-end catering industry is rapidly entering the winter, the loss of a large number of consumer groups, corporate profits plummeted, the high-end catering industry faces reshuffle.
External assessment: did not see the form, change is not timely, the founder lacks toughness and finesse, the transformation of several new businesses have not done it, and ultimately lack of money, lack of people, but walk on foot. A classic case of China high-end catering culture.
5, Teavena, Tea, Bars: the wrong test site
At the beginning of 2016, Starbucks announced the closure of 4 of its Teavena Tea Bars tea shop, only a Seattle "as the test point". Near Losangeles, Beverly Hills, Teavana Tea Bar will be closed shop in April.
Self analysis: we can focus on funding and resources through the Starbucks retail shops and Teavana tea shops to bring customers a better experience of tea and tea. Through the Starbucks store, the tea and tea products can reach more consumers, a broader footprint.
External evaluation: Teavana Bar to Tea is now only 27 months, they decided to close 5 tea shop in 4. This basically is the declaration of Teavana Tea Bars to sell tea business in the United States frustrated, return better than coffee, the market is perhaps the most trying Chinese. In July of last year, Starbucks also abandoned its bakery La Boulange.
6, coffee with you: confused account
South Korea joint venture, the peak has more than 600 stores in China, vowing to challenge Starbucks. Today, many cities nearly 50% stores have been closed, especially franchisees have jointly opened the road of rights.
Self analysis: coffee with you "fast pace of expansion, the profitability of a single store does not keep pace with the rate of expansion;
The management problem is also very serious; brand identity is not strong enough; lack of demand.
Outside evaluation: Starbucks has counter attack, turn around, competition intensified. Expansion is too fast, did not create a win-win franchise model, the franchisee to get the funds used as his way, South Korea divestment, high wages left, brand impact hit, facing a major crisis.
07
Department store
1, Messi department store: closed shop intensified
In 2016, Messi department store in the United States has closed more than 30 stores, involving California, New York, Dezhou and other states. After the stores closed, Messi's company now has 730 stores.
Self analysis: these changes are part of the Messi department store's cost saving program this year. It is reported that the savings target of $140 million. Savings or will be used to vigorously expand the electricity supplier business and discount department store business.
External evaluation: Messi department store peak has 850 stores, is currently affected by the electricity supplier, in the downhill, had to make strategic adjustments. Messi's China strategy was similarly unsuccessful and had lost the best time to enter.
2, Sears department store: left behind
2015 of the 235 stores, founded in 1893, Sears was once one of the best American Department store. 2016 of the nearly 80 stores, the report shows, the loss has been expanded to $471 million.
Self analysis: before closing these stores, the profits before tax, interest, depreciation and amortization surged by about $50 million. Electricity supplier is the cause of the cause.
External evaluation: failure in rough display and details to build, lost in the aging thinking, no progress, lost in the moment of the helm, no retail business experience.
3, Wanda Department Store: change adjustment
2015 shut shop 46, closed in Ji'nan, Tangshan, serious losses in Jiangmen, Wenzhou, Jingzhou and other areas of the store, in 2016 to continue to close. Wanda Department store performance has been removed from the Wanda annual report, the current situation is self-evident.
Self analysis: with the development of the shopping center and the electricity supplier, China consumer spending habits and is undergoing tremendous changes, large retail formats will inevitably have some impact, some Wanda Department Store suffered losses, adjusted for these stores is the normal operating behavior of enterprises. Wanda Department will adjust the specific conditions, due to "shop" system.
External evaluation: the recent "addition" and "multiplication transformation" of the investment is too large, in the short term effects of transformation is not clear, and the traditional "Wanda model" has touched the ceiling, to arm to survive, "subtraction", close some departments drag on cash flow.
4, Taghit department store: change adjustment
In 2015 from the Canadian market, announced in early November 2015 3 months inside the 13 Department stores. Taghit department store is the fourth largest retailer in the United States, with thirty-third of the top 500 in the world, with 1330 stores in 47 states. Overall sales fell 5.4% in the first quarter of 2016, much lower than the market forecast.
Self analysis: because should change the mode of shopping online sales and increase investment, at the same time the end of the loss of business to maintain profitability, increase global investment in small stores, increase of science and technology, the supply chain inventory management and investment.
External assessment: Xi mentioned the great visit to the United States, the feature is to work with many fashion designers and fashion brands, to create a price advantage of the exclusive. There is still a need to adjust to the current global retail revolution.
5, Parkson: adjust counter attack
4 years in China, closed 11 stores, in 2016 in China has closed 2 stores, currently has 58 branches in 33 cities in china.
Self analysis: first of all, the adjustment is small and medium-sized department stores, volume in 30 thousand square meters of department stores below, if not profitable, will face the risk of being turned off. Online shopping mall, and successfully created a new generation of Parkson City Plaza series.
External assessment: profits decline serious, influence and reputation decline, but there are signs of a new rise.
6, Penney: optimal adjustment
2015 Penney (J.C.Penney) to close 40 stores, 7 stores have been closed in 2016. After closing, the number of stores still in the United States exceeds, in the United States there are more than 1000 stores.
Self analysis: the current global weak economy and the sluggish consumer environment in the US and the struggling situation of the department store itself.
External evaluation: Penney has about 350 chain stores located in B shopping center, traffic is not convenient; and about 175 C in less popular areas, sales decline is inevitable. Second, most of the closed shops are full of leases, so there is no need for extra compensation. The third reason, digital marketing Penney is in a rising trend, which will significantly reduce the demand of the store.
7, NOVO department store: tragic downhill
Used to be a benchmark for China's fashion department stores. It closed 5 stores in 2015 and has withdrawn from the Shanghai and Wuhan markets. 2016 and one, which is Chongqing City stores, the total number of stores currently only about 7.
Self analysis: NOVO has been through the buyer, self-employed and other models to introduce a number of tide cards, has also earned enough popularity. However, in the main mode of "department store as the department store", NOVO gradually abandoned its foothold in the early years. Today, NOVO department stores accounted for less than 30% of the self-employed. At present, the contraction strategy is adopted to adjust part of the loss stores.
External evaluation: Yan value deficiency bag rate, there are fans missing for consumers to control, not in time to expand its influence to create a new model for developers greatly, and the fight is not timely change also led to a rapid decline.
8, still Thai Department Store: forced to leave China
Following Huarun, the Mixc, China, 3 shops have been opened, and has now completely withdraw from mainland china.
Self analysis: Koudian signed the agreement with the Mixc, 3 years after the expiration of the rent will start turning. After calculating the cost, I think it is not worthwhile.
External evaluation: male subjects failed to impress the mainland consumers, less attractive to bring extra traffic to the shopping center, also have their own pride, of course, can only leave.
END
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Luxury goods
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