What's the difference between a department store and a shopping center?

Traditional department stores are mainly retail vs multi-format shopping centers (retail+leisure and entertainment+catering, etc. )

1. Traditional department stores mainly focus on retail goods (that is, sales services). Department stores that are currently undergoing transformation/upgrading will appropriately increase some catering, leisure and other formats. In this regard, chain leading department stores are more common.

2. Shopping center is a multi-functional, multi-format and multi-industry large-scale commercial property, which embodies "one-stop consumption". Generally, it is a group of unified planning building clusters, which integrates shopping, leisure, entertainment, catering, tourism and other commercial functions. It is necessary to have a convenient outdoor parking lot/underground garage, a comfortable shopping environment, a wide shopping passage, a good moving line design, give full consideration to tourist rest areas and parking facilities, and form its own attraction to gather customers through environmental shaping, brand promotion and benign publicity, which combines architectural aesthetics with commercial functions.

Second, different ways of making profits.

Department stores are dominated by deduction points vs, and the rent, deduction points or both of shopping centers are relatively high.

1. Traditional department stores mainly rely on unified cashier, and profit mainly by sharing the sales income of counters (that is, joint ventures). There are also a few rental areas that mainly collect rent (merchants collect cash by themselves), so the operation department needs to confirm and review the sales performance of related brands every day; Especially in the case of large-scale promotional activities (such as buying and sending, buying and reducing, direct discounts, etc.). ), regular passenger flow increases and turnover increases. However, based on different promotional activities in department stores, different bill barcodes will be issued as the basis for internal audit and settlement.

2. Shopping centers mainly make profits by subletting properties to collect the rental income of merchants, and relatively few directly control the turnover of merchants (except a few merchants who participate in pure drawing or both).

Third, the focus of daily management is different.

1. The traditional department store management mainly focuses on commodity combination and promotion, mainly on joint operation of counters, and a small number of self-operated projects and auxiliary independent service projects, combining counter sales with open-air sales, and implementing the management of purchase, sale, settlement and storage through unified cashier; Among them, the operation department will pay more attention to the purchase and sale of self-operated goods and joint counter goods.

2. The focus of shopping center operation management is to build a unified shopping environment and customer service guarantee system for the decentralized operation of many businesses based on the market research in the early stage of the project, focusing on the operating tenants, from the aspects of the location of first-class stores and second-class stores, the configuration of business combinations, and the effect of tenant management. The same shopping center can include one or more department stores, supermarkets, cinemas and other major stores.

Fourth, the clients are different.

1. The traditional department store format is mainly about the sale of goods, facing relatively concentrated customers with direct purchase purpose and purchasing power, and mainly dealing with single items of goods.

2. The shopping center is a customer who rents out property, manages merchants and environment, manages full floors and potential purchasing needs.

5. Different business districts

1. The business circle of traditional department stores is relatively fixed (except luxury goods or high-end shopping malls), and the radiation area is much smaller than that of shopping centers.

This shopping center has a wide business circle. In addition to the passenger flow around the shopping center, it can also be tourists, from neighboring cities, from the whole country and even overseas tourists.

This is particularly prominent in the shopping centers of the first-tier cities in the north, Guangzhou and Shenzhen, and the radiation area is wider, not just in individual cities such as Beijing, Shanghai, Shenzhen and Guangzhou.

Six, the property volume is different.

1. Traditional department stores are usually medium-sized properties, generally between 20,000 and 50,000; Individual super-large department stores or small department stores are not included.

2. Shopping centers are usually several times or even ten times larger than traditional department stores, with large floor space, large building area, high floors and large parking area; Therefore, the focus of management is quite different; Shopping centers have to spend a lot of manpower and material resources on property management and safety management.

Seven, the layout is different.

Traditional department stores are mainly wardrobe+Nakajima VS shopping centers are mainly head stores (supermarkets, cinemas, children's experience halls, KTV, playgrounds, etc.). )+retail store+restaurant+leisure and entertainment format+characteristic commercial point (dynamic exhibition+static exhibition).

1. Traditional department stores are arranged in the form of goods on the island and can only enjoy space in relatively limited shopping malls.

2. Shopping centers are arranged in several pedestrian streets or corridors, and their * * * enjoyment space should not only be transparent, but also be conducive to the gathering and interaction of various formats, and should extend to the surrounding environment.

Taikoo hui is a typical project. There is the title of grinding a sword for ten years in the industry. So take its picture as an example (the LOGO part, please ignore it, thank you).

Eight, different shopping environment requirements

1. Traditional department stores emphasize the display of goods in a limited department store space, with relatively narrow aisles in public areas and relatively few customer rest facilities.

2. The shopping center requires the effect of overall atmosphere and comprehensive experience;

There are countless restaurants in front of them. During rush hours, customers can sit and wait. During off-peak hours, if they are tired, some customers will take a break and kill two birds with one stone. Moreover, during the peak meal period, it can play the role of queuing; Where there are many people, it is often the most lively; There is something more attractive where you line up in front of the restaurant.

Nine, catering, entertainment and leisure industries have different proportions.

1. Traditional department stores are usually dominated by retail format, with only a small amount of fast food, snacks and catering. At present, based on the overall decline of the retail industry, some leading department stores have taken the lead in launching catering formats and experience formats; Golden Eagle Department Store, Yintai Department Store, Dayang Department Store, etc. Are vivid examples.

2. There are various catering formats in shopping centers, and the proportion of food city, theme catering, exotic cuisine and leisure catering is gradually increasing, and entertainment and leisure projects form the theme characteristics and specific advantages of shopping centers;

The golden ratio of early shopping, dining and entertainment was roughly 50: 32: 18, or the latter was more, and the new ratio is still being explored. So far, there is no latest real gold ratio of shopping centers.

Because different projects are based on their city status, population base, local people's consumption habits, project scale, neighboring competitors, project positioning, etc., there are often different degrees of deviation. In recent years, there is also a popular saying in the shopping center industry called "the same industry is different and complementary" to correct the phenomenon of "one thousand stores at a time" and "homogenization of shopping centers".

X. Introducing the concept of experiential consumption

1. Traditional department stores mainly sell goods, with relatively few experiential services; Individual temporary stalls, such as massage chairs, fitness equipment and other conventional sales of goods.

2. Shopping centers are necessary as a combination of formats, and customer experience projects are also indispensable. There are usually theme projects such as fitness, sports, beauty, leisure and culture.

XI. Commercial display function (some well-known projects occasionally have stars to attend the activities)

1. The space for traditional department stores to undertake group activities is limited and relatively small.

2. The vast and diverse spaces in the shopping center provide excellent public display and business activities.

Twelve. Sightseeing function

1. Traditional department stores are usually poor in sightseeing; Whether it is the facade or the decoration in the shopping mall (except special storefronts such as department stores, boutiques or luxury stores).

2. Shopping centers often become urban landmark buildings, sightseeing places and some projects become urban landmark projects because of their unique architecture, complete internal functions, diverse service items and high environmental aesthetic value.

Thirteen. Customer complaints and accidents

1. The customer complaints of traditional department stores mainly appear in the quality problems and service problems of retail goods.

2. In addition to the quality and service problems of retail goods, customer complaints in shopping centers may also appear in catering, leisure and entertainment, parking lots, guest facilities and other businesses.

In addition, the emergencies in traditional department stores are much smaller than those in shopping centers, such as: the collision of customers' cars in parking lots leads to traffic jams in shopping malls; In summer, the central air conditioning of the shopping mall fails, and the shopping mall temporarily loses power or water supply; And the disastrous effects of typhoons and rainstorms.

In addition, in recent years, similar to the phenomenon that escalators hurt passengers (mostly children), the phenomenon of elevators closing people has occurred frequently. It is suggested that special treatment should be carried out according to the actual situation, and the on-site management personnel can call the police according to the actual situation when necessary.

For escalators, it is suggested that relevant shopping malls make eye-catching tips to let on-site security guards pay more attention to the escalator area, especially children.

Fourteen, holiday decoration atmosphere

1. The holiday decoration atmosphere of traditional department stores is relatively simple, mainly focusing on the promotion activities of retail brands in shopping malls.

2. The holiday decoration atmosphere of the shopping center will be relatively in place, and the promotion activities of the merchants in the shopping mall may not be the mainstay of the shopping mall, but the unified characteristic decoration of the shopping mall (such as Christmas tree, Spring Festival decoration, Mid-Autumn Festival, etc.). ) will be the highlight of the shopping center. Seizing the opportunity of holidays and creating special decorations that attract consumers' attention has become a highlight of the project, which can not only drive the overall consumption in the venue, but also boost the popularity and improve the reputation of the mall.

15. Different decoration requirements and effects

1. The brand storefront of traditional department stores is relatively simple in decoration, popular in image, with similar decoration materials and effects. Due to the limitation of short contract period and hardware (such as floor height and rental space), the decoration investment cost is low.

2. The brand storefront decoration of the shopping center will be more beautiful in the overall image, and the window and advertising space of the shopping center will be larger and visually more beautiful.

Sixteen. others

1. Traditional department stores rarely involve property management affairs such as peripheral green belts, outdoor parking lots and underground garages, or only involve a small part of them.

2. Shopping center will involve the management of specific cases such as garden landscape, fountain, parking lot and advertising space within the red line of shopping mall.

Parking lot management is not limited to parking fees, parking lot maintenance, related guidance systems, etc. It also involves emergency handling, security, cleaning and so on.