The Buying System Of Department Stores Faces Many Difficulties And Needs To Be Diversified.

NOVO department store, once proud of the "buying and self-supporting mode", has recently closed a store in Wuhan. After the NOVO store Chongqing China World Trade Center store, Guangzhou good shop and Chengdu Tianfu store have been withdrawn from the store, the buyer system has become the paradigm of many department stores pformation in the background of the overall depression of the department store industry, but there are still many problems in the buying system, and there is still a long way to go before the real implementation.

Buyers face three difficulties

"NOVO department stores, which are characterized by buying and selling and self-management, are relatively large in terms of initial investment, risk and financial pressure.

The company has limited capacity to expand.

The development of the buying system in the department store industry is not mature, and the supporting system and talents are not complete, which limits the operation efficiency of the NOVO Department buying system.

Du Yanhong, a retail researcher at CIC, told our reporter that the rise of the e-commerce industry in recent years has also brought impact to the retail department store industry, and NOVO has not been spared from it, leading to closing stores.

In 2003, NOVO department store entered the mainland market and opened the first new concept store in Raffles Plaza, Shanghai, becoming a rare feature department store in the mainland market.

According to the official website of NOVO department store, there are 12 stores in Shanghai, Shenzhen and Hangzhou.

Therefore, some analysts believe that closing a shop will mean a big change in the overall structure of NOVO department store.

Liu Hui, chief consultant of Beijing Retail Management Consulting Co. Ltd.

There is no mistake in its mode, and its main buyer system is also a direction of active pformation of traditional department stores nowadays.

However, the buying system needs to rely on big data to support local consumers.

"Buyers shop is now almost the same situation, the lack of data for consumers, commodity rhythm is difficult to step on.

This is not the problem of NOVO alone. "

The so-called "buying system", that is, the mall does not introduce the existing brand, but through the buyer team regularly composed and purchased products that are in line with their own positioning.

The industry said that in the relatively developed retail industry in the United States and Japan, the main business mode of department stores is the buyer system, which makes the pre tax profits of the shopping mall mostly exceed 35%, and the lowest is around 25%.

In the context of the Great Depression of department stores, many traditional department stores are actively seeking pformation, and the buying system is a direction of pformation of traditional department stores.

For example, Wangfujing, an old department store, proposed to carry out a "full channel revolution" in August last year. One important aspect is to "develop its own buyer team, directly purchase goods, and form a unique self operated commodity area".

Regional department store leader Chongqing department store has also launched the slogan of testing the water buying system.

"Compared with the traditional way of operation, the purchase system can enrich the types of products, meet the needs of consumers to a greater extent, and enhance the market competitiveness of enterprises. It is an important way to realize the pformation of traditional department stores to modern department stores."

Du Yanhong said.

However, in Du Yanhong's view, at present, the development of the buying system in China is facing three difficulties: first, the lack of funds, the need to invest a large amount of deposits and stockpiling costs; the two is the lack of visionary buyers in the industry; the three is the lack of mechanism; most of the domestic goods are state-run, and the purchasing and promotion strategies of the enterprises are hard to really make around the buyers.

Diversified development

Although many of the traditional department stores are regarded as the direction of pformation, the development of the system is not smooth in recent years.

Such as Hongkong's buying system "

"Lafayette and Lafayette department store in Paris have experienced a wave of dismantling at home. Therefore, it is more prudent for traditional department stores to explore the buying system.

In this regard, Du Yan Hong said that compared with foreign buyer system, the development of China's buyer system is still very immature. There is no professional buyer in the industry, most department stores are state-run, the decision-making level is difficult to change to buyers, and the mechanism of developing the buying system is relatively lacking.

The pformation of the department store to the buyer system can not be accomplished overnight, and can be carried out step by step, until the development is mature, and further push forward the reform.

Du Yan Hong stressed that in the current context of the development of China's department store industry, the department store industry can get out of the predicament through two ways.

"One is to touch the net, to go hand in hand in line with the line." Internet + "is the general direction of the contemporary economic development. The traditional department stores also need to go upstream. The two is to adopt the mixed mode of buying and joint operation, which can disperse risks while conforming to the needs of consumers' diversity.

Another industry insider told this reporter that the future of traditional department stores can survive and provide good results if they provide customers with the experience they can not provide.

Therefore, the pformation of traditional department stores must come out from the three words "selling things" to provide user experience.

In the future, a department store may no longer be a department store, but a theme Experience Hall, an experience center and an experience shopping mall. "One day, you will find that in the shopping mall, what you sell is completely non standardized, differentiated things. This may be limited, or even offline, so that consumers can enter the store, rather than search online."