Characteristics of Taiyuan Shopping Center

Market survey report of Taiyuan department store

I. General situation of purchasing power of Taiyuan department store market:

Taiyuan has a fixed population of more than 3.2 million and a floating population of more than 400,000. As far as population is concerned, it is not a densely populated city among the large and medium-sized cities in China, and the natural consumption groups without dense population will not be huge. Taiyuan is a city dominated by energy and heavy industry, with few high-tech industries. The consumer groups of department stores are mainly people aged 25-50 with a monthly income of more than 2,000 yuan.

Second, the distribution and general situation of Taiyuan department stores

1. Distribution and sales of major department stores in Taiyuan:

(1) Huayu Shopping Center

Mall 1998 opened, belonging to Shanxi Huayu Group. * * * It is divided into fifteen floors. The first to eighth floors are department stores with a business area of 2 1000 square meters. It is a shopping center integrating leisure, entertainment and shopping.

Location: "Houkaihua Temple Street" is located in the bustling area of Taiyuan traditional business district.

Sales: Taiyuan ranks first in the same industry every year (sales of 540 million in 2006).

Advantages: superior geographical location, good product type structure and good brand combination. The market competition mechanism is flexible, the overall marketing planning is flexible, employees have strong sense of service and sales, and the average output is high. The hardware facilities are relatively complete (renovated in 2005).

Disadvantages: poor accounting ability and malicious delay. Underground parking spaces are paid parking lots.

(2) Guidu Century Shopping Center

The mall opened on 1997, with a business area of19000m2, with one basement and six floors above ground, and a single floor business area of 2500m2.

Location: Located in Liuxiang South Road, a prosperous section of Taiyuan traditional business district.

Sales: The sales in 2006 was 2,654,380+0 million.

Advantages: superior geographical location, good product type structure and good brand combination.

Disadvantages: poor treatment, malicious delay, serious aging of hardware facilities, long-term turmoil at the top of the company, which seriously hindered the company's development. No parking space.

(3) Royal Garden Shopping Plaza

The shopping mall opened in 2000, with a business area of13000m2, * * * divided into six floors, and a single-floor business area of 21000m2.

Location: Located in the bustling area of "Houkaihua Temple Street" in Taiyuan traditional business district.

Sales: The sales in 2006 was 65.438+300 million.

Advantages: superior geographical location, perfect hardware facilities and good shopping environment. 1 month 1 day can be paid. There is free underground parking.

Disadvantages: the overall product category structure is poor, the brand combination is not good, and there is no competitive advantage.

(4) Meiyuan Parkson Shopping Center

The shopping mall opened in 2002, with a business area of 25,000 square meters, with five floors and a single floor business area of 5,000 square meters.

Location: Located in Qinxian North Street, a block with concentrated entertainment consumption in Taiyuan.

Sales: Annual sales of 270 million.

Advantages: national chain stores, rich brand resources and reasonable commodity structure. Have a customized ERP sales management system. It has good settlement ability (1 month 1 day), perfect hardware facilities and excellent shopping environment. There are enough parking spaces (for a fee)

Disadvantages: poor geographical location, not in the traditional business district of Taiyuan.

(5) Shopping Plaza of Yang Lian Department Store

The shopping mall opened in 2004, with a business area of 24,000 square meters, divided into six floors and a single floor with a business area of 4,000 square meters.

Location: Located in Liuxiang South Road, a prosperous section of Taiyuan traditional business district.

Sales: Annual sales of 250 million.

Advantages: superior geographical location and perfect hardware facilities. At present, it has the largest number of members (60,000 people) in the province, and the combination of clothing and leather goods brands is good. Good settlement ability, can settle accounts 1 month 1 day.

Disadvantages: The commodity category on the first floor is not perfect, and the brands such as cosmetics, gold and jewelry are poor. There is no parking space.

(6) Causeway Bay Shopping Center

The mall opened in 2005, with a business area of 48,000 square meters, * * * *

It is divided into four floors, with a single floor business area of 12000 square meters.

Location: Located in Liuxiang North Road, a prosperous section of Taiyuan traditional business district.

Sales: The sales in 2006 was 65.438+300 million yuan.

Advantages: superior geographical location and perfect hardware facilities. Good settlement ability, can settle accounts 1 month 1 day. There are enough parking spaces (free of charge)

Disadvantages: the commodity types on each floor are not perfect, and the brand combination of clothing, leather goods, cosmetics, gold jewelry and other commodity types is poor.

(7) Taiyuan Yansha Shopping Center

The shopping mall opened in 2005, with a business area of12000m2 (now

Now expand eastward, and the specific expansion area is now.

Unknown under construction) The single-storey business area is 3,000 square meters.

rice.

Location: Located on the west side of Changfeng Street, which is mainly catering industry in Taiyuan.

Sales: The annual sales is 654.38+0.29 billion.

Advantages: high popularity, domestic chain. The product category is perfect, the brand structure is good, and the payment ability is good, which can be done in January. There are enough parking spaces (free of charge)

Disadvantages: the geographical location does not belong to the leisure shopping block, which is far from the traditional commercial block and has less passenger flow.

(8) Mei Tian Boutique

The mall opened in 2002 with a business area of 4,400 square meters.

The building area is 1 100 m2.

Location: Located in the northwest corner of the intersection of Xinjian Road and Shuixiguan Street in Taiyuan.

Sales: Sales in 2006 exceeded 200 million.

Advantages: Good clothing brand structure, complete hardware facilities in the store and excellent shopping environment.

Disadvantages: the variety of goods is not perfect, and there are no cosmetics, gold and jewelry. The passenger flow is small, it does not belong to leisure shopping blocks, parking spaces are scarce, and it is not convenient to park because it is a traffic intersection.

(9) Huayu International

The mall opened in 2003, with a business area of18000m2.

The building area is 4400 square meters.

Location: Located at the northwest corner of the intersection of Fuxi Street and Xinjian Road.

Sales: The annual sales volume is about 80 million yuan.

Advantages: the hardware facilities in the store are perfect and the shopping environment is excellent. There are plenty of parking spaces.

Disadvantages: the product category is imperfect and the brand structure is unreasonable. Geographical location does not belong to leisure shopping blocks, and there are few passengers.

Third, the analysis of Taiyuan department store

It is not difficult to see from the above that if you want to have a good sales performance in Taiyuan department store at present. There must be a good commodity structure and a reasonable brand combination. Of course, the overall atmosphere and service level in the store are also indispensable.

Under the premise of increasingly fierce market competition, all businesses are striving to improve their sales performance and seize the market. The means are nothing more than "buying gifts", "buying gifts" and "points", and fighting price wars. At present, the only one who doesn't participate in the price war in Taiyuan market is "Mei Tian Boutique", because its route is a high-end luxury consumer group. Although "Huayu International" also consumes high-end luxury goods, it is far from "Mei Tian Famous Store" in brand structure, so it has not been able to cultivate customers' loyalty. Then you can only participate in the price war.

A successful store, whether it is the type of goods, the brand of goods, the quality of goods, the environment of the store and the display of goods, must conform to the consumption habits of local consumers. Professional reflection of new city life requires professional vision and countermeasures to provide consumers with the latest commodity information, which has adapted to the new changes in city naming life and consumption patterns and met the needs of residents' modern life.

Like other cities, the department store industry in Taiyuan is also facing various opportunities and challenges. In the rapid development of Taiyuan's department store industry, a variety of department stores have emerged. The experience of their success and failure is as follows:

1, lack of effective management measures according to local conditions.

2. The commodity structure is unreasonable, and the floor layout does not meet the requirements of modern commerce.

3. The phenomenon of payment default and malicious payment default is serious.

4. Lack of creative marketing methods and overall packaging means.

5. Lack of clear mall positioning and core cohesion.

According to the current economic situation in Taiyuan, the development trend of department store retail, the future development plan, the per capita purchasing power level and the improvement of people's living standards, Taiyuan business circle has begun to differentiate. From the geographical distribution, we can't see that the new commercial leisure shopping block in Taiyuan has quietly begun to take shape, because the presence of Meiyuan Parkson and Yantai Yansha Store has closely linked Qinxian North Street and Changfeng Street. It is not difficult to see that whether a store can have a good sales performance does not depend entirely on the geographical location, but mostly depends on whether we can provide the goods that consumers need.