Parkson Group Will Withdraw From Changzhou

Following the closure of Changzhou Xinbei store in May this year, Parkson posted a closed shop notice in the only remaining store in Changzhou, the Beijing Capital store. This means that Parkson will be fully evacuated. Changzhou 。

In this regard, Parkson said it was out of group development strategy adjustment and regional layout considerations. According to the reporter, the store will be closed at the end of this month.

It is undeniable that although the effect of adjustment is still unpredictable, the department store industry represented by Parkson has undoubtedly entered the era of "reborn". Baisheng's flagship store renovation and renovation plan is still in progress. Industry analysts believe that its current adjustment is still on the surface, but it has reached the time of transition and withdrawal of two elections.

　　 Changzhou's remaining stores will be closed

In October 8th, Parkson Changzhou Zheng Fang City store posted a notice that the group decided to close the store after the opening of its business on October 31, 2014, and to terminate the operation of Changzhou's Parkson store since November 1, 2014, due to the group's strategic adjustment and regional layout considerations.

In fact, the time of Parkson's entry into Changzhou is not long. At the end of 2011, its first store in Changzhou, the capital city of Baisheng, began to enter. The Beijing City store is the fourth store that Baisheng group has entered in Jiangsu, and it is also the first chain store shopping center with international background opened in Changzhou.

In the opening up of the Changzhou market, Parkson has said that in the background of major property tycoons stationed in Changzhou, it is very optimistic about Changzhou's market. "We have great confidence in the fashion of young people in Changzhou and the good tourism resources of the whole city." Now, the expectations have not been reached.

It is pointed out that the positioning of Parkson and its understanding of local consumption characteristics foreshadowed the loss of today's business.

Liu Hui, chief consultant of Beijing Hui Yi retailer management consulting company, believes that Parkson has its own criteria for judging stores. "Go to the death line at once, without hesitation." In his view, Parkson shut shop is right, "there are a few shops really pay badly."

"Parkson has two stores in Changzhou, which may be too optimistic for this market." Liu Hui said that the market in Changzhou was not as good as Parkson's imagination. The population decided consumption power, and the distance from Changzhou to Wuxi and Shanghai was very close. "Such a market, a shop should be enough."

　　 Parkson transformation low-key action

As one of the earliest foreign-funded chain stores in China, Parkson entered the retail market in China in 1994 and opened the first department store in Beijing Fuxing Men street, locating in the middle and high-end consumer groups. As of the end of 6 this year, Parkson operates and manages 57 stores in 37 major cities in China.

Since 2012, Parkson has closed 8 stores in the country: in July 2012, Shanghai Hongqiao store and Guiyang Phoenix Phoenix store closed; in June 2013, Guiyang fresh flower shop closed; August 2013 Shijiazhuang shop closed; May 2014 Ji'nan shop, Changzhou new North store closed; July 2014, Parkson North Jingdong four ring shop closed;

In the industry view, Parkson is not lost to the electricity supplier, but lost to the comprehensive. Transformation 。

According to the reporter's understanding, the transformation direction of the general merchandise industry mainly includes increasing the proportion of self employment while developing its own brand; transforming the shopping center, with the guarantee of rent, so as to experience the attraction of the passenger flow; and the other is to expand the channel of e-commerce and realize the full channel operation. In these areas, in the face of severe market situation, Parkson also has related actions.

At present, Baisheng's flagship store renovation and renovation plan is still in progress. Parkson said it continued to upgrade and renovate other flagship stores to enhance its competitiveness in a highly competitive and rapidly changing market.

But in the industry's view, when almost all department stores plan for strategic transformation, Parkson's action still appears to be relatively low-key. Although there are many adjustment measures, most of them are on the surface. "At present, China's retail situation is changing rapidly, and these foreign-funded enterprises have generally not been able to keep pace with the changes in the situation. For Parkson, it is now time for us to retreat when there is no transition." A department store personage said bluntly.

Liu Hui also said that Parkson is not without a way to go. The most suitable strategy for transformation is to combine online and offline: using its own network resources, through supporting and buying some well-known brand transformation. In this way, Parkson has begun to act, but it has not been left for much time.