(data from: 2008 May 17 to 29 the United States to study and 7 August 2007 to 20, China Commerce Association organized visits, with the relevant network information.)
I. Overview
(a), U.S. Department of Commerce announced June 12, U.S. retail sales in May increased by 1.0%, better than market expectations of 0.5%, the highest in the past 6 months the largest increase. May sales increased 0.5% in clothing, furniture sales increased 0.4%, an increase greater than the previous month. Retail sales rebound or suggest that the U.S. economy may not be as weak as expected.
U.S. consumer spending accounts for two-thirds of gross domestic product, is the main driver of economic growth. 2006 U.S. wholesale and retail trade accounted for about 13% of GDP, in 2007 decreased in 12.5%. May 2008 retail sales increase was due, according to analysis is the Government's total 1680 billion economic stimulus package implemented in May to begin issuing rebate checks to the hands of individuals, stimulating consumer spending.
(b), according to iResearch News Company June 12, 2007, the scale of U.S. retail e-commerce sales of 1,277 billion U.S. dollars, an increase of 19.8%. Expected U.S. retail e-commerce sales in 2008 will reach 1,460 billion U.S. dollars, to 2012, U.S. retail e-commerce sales will reach 2,184 billion U.S. dollars, an increase of 8.9%. Downturn in the U.S. economy, although consumer spending decreased, but the impact of e-business is less than physical retailers, retail e-commerce in the aggregate size showed a rising trend.
(c), organized by the Association of New York in 2008 Luxury Customer Experience Index survey showed that luxury, Fifth Avenue New York, Berg, Astoria. Goodman (Bergdorf Goodman) department store (yes Niemann . Max Group, a high-end stores) have to beat Manchester counterparts Connaught Long, Bloomingdale's and other shops, was elected in 2008 with the nation's most prestigious luxury retailers. Survey,
Louis Vuitton Wallet, the store most 50 years, the annual net income in the 150,000 to 199,000 U.S. dollars between the net worth of 100 million U.S. dollars in favor of women.
(d), many U.S. department stores organize their own procurement of goods, different species by different purchasing departments. Large chain department stores such as Macy's, etc., have their own procurement company in the production market. External hard to break into the general factory, they are often by large traders to choose their manufacturers, self-contained procurement system. Purchase a large quantity, the price for stability, little change in annual purchases, high quality requirements. Not easy to change suppliers, manufacturers replace most of the local exhibition in the United States negotiating options.
(e), in a multi-format competition, American department stores into the stationary or decline stage, the surviving chain of department stores has a large amount of cash, compared with 10 years ago, most of them have reduced the corporate liabilities. The acquisition of competitors, the consolidation and merger of different segments to become owners of department stores to growth. 70 department stores from the late 20th century, more than 20 national chain department stores shrink to seven or so, the spring of 2004, May Department Stores to spend 3.24 billion acquisition of 62 from the Target store chain Marshall Field in 2005, two huge The deal, announced at the end of a is 2, Alliance (also translated into United) Department Stores merged with May Department Stores, the other is Sears Kmart merger to form the new Sears business group. The main purpose of the merger is to expand the size department store own brand to promote the new one-stop shopping concept, promising to dispose of unprofitable stores.
Second, a preliminary understanding on several department stores
(a) Nordstrom (Nordstrom)
are high-end department stores, founded in 1901. Its first store in Seattle (Center shopping center in San Francisco is the second largest area under its stores.) August 1930, Waring - Nordstrom shoe store officially changed its name to Nordstrom shoe store. In 1963, Nordstrom purchased Best clothing store in Seattle, began operating this women's clothing, jewelry. In 1966, men's and children's clothing began operating. To the end of 2006, has 151 stores in 27 states, including 98 department stores, 50 discount stores, one clearance stores and a shoe store.
Features 1: Breaking the category boundaries, implementation of mixed display. In the women's area, women's clothing and bedding, sofas, candle holder, porcelain, etc. associated with display, presented to the customer a different kind of scenes of life. Reception of Paul Anders (Paul Anders) said Mr, we want this way, reflect the Nordstrom way of life.
Features 2: little retail store advertising. Only elevators, toilets and other limited signs, all of the attention of customers have been attracted to commodities.
Features 3: toilet known as the lounge (Restroom), one of the area of about 150 square meters, separated into 3 parts: the rest area, placed a sofa, coffee table, lamps, oil paintings, as will passenger compartment; make-up area, there are wash basin, mirror, high chairs, tissues, hair dryer, an area of about 5 meters or so, more intimate; health districts, with wash basin, toilet, mirror and other necessary equipment.
Feature 4: philosophy is If customers want to come shop, just call the stores can drive to pick him up; if the guest has an important party or event, I do not know what to wear can also be called and the store will send someone to door service. Customers and other relevant travel, food and any other questions, you can dial telephone service to get help. Even provides staff to serve customers break down departmental boundaries, such as from the fourth floor of the first floor cosmetics area until the Kids Zone, all received by a clerk. Purpose is to allow customers to remember the next time they think of a shopping needs.
Features 5: 6 in the U.S. based procurement center responsible for the procurement of goods, distribution, management buy out all the goods. Although there are great risks, but also to maximize the need to ensure their own, unique style decoration, display, sales, Nordstrom reflect the lifestyle and philosophy.
(b) Niemann. Max (Neiman Marcus)
mainly high-end luxury department store business, business philosophy is very advanced in many ways ahead of the U.S. department store counterparts. September 10, 1907, the first store in the United States opened in Dallas, Texas. In 1926, the United States held in New York shop's first ever fashion show. In 1928, started selling men's. 1934, began advertising in national fashion magazines, become the first retailer to promote a national market. 1938, began offering designer goods named the first batch of designers including Christian? Dior, Coco? Chanel and so on. 1939, published the first set of this year's Christmas catalog, which includes beautiful coat, fashion jewelry, perfume and toys. In 1984, the lead in establishing the industry's first customer loyalty tracking system. Network marketing company established in 1999, on the Internet to carry out direct sales of luxury goods. Thus, the main business covers the two major retail and direct sales, which include retail business Niemann Max (Neiman Marcus), and Borg Road Fugudeman (Bergdorf Goodman) are two brands of high-end department stores.
2007, the group's number of stores reached 39, including 37 Neiman Marcus stores and two Bergdorf Goodman stores, becoming the best-performing U.S. business to business-oriented high-end luxury department store. In 2007 sales revenue $ 4,390,000,000, an increase of 6.2%.
Feature 1: outstanding products and convenient. Roll in each floor stairs, each with a special decoration, or to create atmosphere, or a focused display of goods. No promotional banners, posters, and no significant brand advertising, approached the cargo area, can be seen in the hanging pole signs a small discount. Customer Service Centre is set on the second floor, customer access is very convenient.
Feature 2: Brand rich: the brand structure: the top trends in designer + designer + series brand. Including Burberyy, Prada, Valentino, Armani, Escada, Chloe, Fendi, Dior, D & G, nearly 30 top brands of apparel products, priced from a few hundred dollars to two thousand dollars range. There are designer collections (Shop by designer) and the trend series (Shop by tend) brand clothing, are on display in a prominent position.
Features 3: Services focused. Services include gift wrapping, shipping, commodities and other changes. Focus is to provide wedding consulting services. Free wedding opening of a special service call, when the customer determine when planning a wedding for them,
Louis Vuitton Outlet Store, the shop will offer gifts to buy, wedding guide, and other personalized services, many wedding supplies, gift shopping can be done in the store site. Purchases amounted to $ 2,000, it will automatically open membership club for customer accounts, and provide a 20-month interest-free period.
Feature 4: professional thinking. Located in the luxury consumer market, they would describe themselves as 100 years has always maintained a unique culture and philosophy, successfully maintaining the status of the U.S. high-end luxury retailers.
(1) buy top brand products. Consumers are not satisfied can return, in return, you can also easily find other brands instead. Brands in many stores, it is difficult to enjoy these services.
(2) increase the potential to cultivate a new brand. Avant-garde, but can help to ensure adequate sales of new brands entering the market, in the new brand to gain market acceptance and recognition, these brands will give Neiman Marcus returns, new display of the highest priorities right, the first sale of time, sometimes even grant Some market franchise. For example, the German brand Jil Sander.
(3) every 7 to 10 years to transform most of the hardware store. To retain the unique style - works of art, flowers, furnishings, antiques, designer furniture, and the resulting overall sense of elegance perfect.
(c) Barnes (Barneys)
all known as Barneys New York, New York, Fifth Avenue at 57 Street. Not too much decoration on the facade, only one side red, slender, says Founded in 1923, has now become the world's leading boutique department store. 10 stores in the United States, in Japan there are two brand franchise stores. To men and women clothing, clothing accessories and shoes for the main commodities, there are other household, stationery, children's clothing, etc., many commodities are their own brand of designer goods, in addition, there are still many places in Europe and America and Japan, works of famous designer brands.
Features 1: Stick with natural light. Each floor windows were completely retained, natural light shone from the window as part of the light source store,
Oakley Sunglasses, customers can easily see out the window of the street or building, people have to communicate with the outside world think; window design is an alternative , a unique annual showcase of design has a theme, under the theme introduced in several series, such as the 2003 theme is
characteristics 2: a unique merchandise mix. Positioning the phrase, The second floor to the five, all of the designer brand clothing and shoes, mainly in more formal or more classic garments, higher prices, such as women's retail price a few hundred dollars to three or four thousand dollars. Six to nine major selling lingerie, casual and sports apparel, home, crafts and children's clothing and so on. Women around the floor of the goods in accordance with the brand around, almost no container, garment hanging rods hanging in a variety of shapes, wide fitting environment and the sofa was seemingly random placed in a prominent position. Central region in addition to a set of themes on display, but almost no extra things, like the designer's studio store. Create a unique personality department stores.
Features 3: core business clear. Group's core business is the clothing brand's design, production and retail. Belongs to the Group's retail business also includes the OUTLET stores, the end of 2006, a total of 701 OUTLET stores, including 679 in the United States, 22 in Canada, seven in Australia. Digestive Group of the production, sale or stock-of-season merchandise.
(d) Macy (Macy's)
far-reaching influence in the high-end brand department store group. Square flagship store in Harrods (Herald Square),
Chanel Shoes, take the Broadway and Seventh Avenue, 34th Street between the corner of the whole, the classic representative of the U.S. department stores, because a long history and was registered as one of the hallmarks of New York.
1858 年 Roland? Haas? Macy in New York opened a store in Manhattan. From Nantucket Island, a whaling people, king of the world famous department store, Macy is the most exciting American success story.
1, corporate history: In 1924, the first expansion of Macy's flagship store, the store area of over 1 million square feet (about 9 million square meters), off the 1992 to 1993, Massey business downturn, December 19, 1994, those on the Macy's brand recognition is very high, so, March 2005, February 28, 2005 published May Department Stores Union Department Store Group and the Group merger news, the two giants reached an agreement, the amount of up to 110 billion U.S. dollars. September 2006, it bought the MAY department store, after being acquired all the stores are all MAY changed its name to Macy's, so far, Macy has become a branch of the U.S. retail industry more than 800 aircraft. Alliance department store CEO Terry Lundgren stressed:
[background added that]: and May Department Stores prior to the merger in the United States ranked first in the League Department Store Group, which owns Macy's (Macy's), and Bloomington. Dell (Blooming dale) two famous department stores brand, ranked second in the May Department Stores, Marshall Field (Marshall Field's) and the Lord - Taylor (Lord & Taylor) and other chain department store owner.
2, the basic concept:
3, target customer: the largest customers are middle-income people, especially in this type of housewife. There are five characteristics: First, they have more people received higher education, but also by the travels, women's magazines, TV, movies, the impact of more, so they for the modern home and fashion world has more understanding. Second, they have a more comprehensive values, only Third, they are busy, shopping is not the main entertainment and live their way, they want a pleasant and convenient shopping. Fourth, they have more deposits, but want to use credit card. Fifth, they are very demanding on service attitude, a little less next time will not come again, but will also tell all the people around them.
4, marketing strategy: the classification of uniqueness; simplified pricing; improve the shopping experience; compelling marketing. Earlier, the head of Macy's sales Strauss developed technique is characterized by buying interest. Therefore, understanding of the commodity should be 10 (the background information of goods, product appearance, product composition, manufacturing process, use of goods, services, and durability,
Coach Handbags, protection and use of goods, price, similar to the company's history and policies, competing goods); salesman to be good for different customers using different strategies; have the ability to use the opportunity to sell recommendations (associated with the proposed purchase of goods, it is recommended to purchase a large number of products can save time and money required for the proposed purchase of advanced Recommended products promote the development of the Company's products is recommended instead of commodities, to play it by ear); good potential future sales to customers (information on the use of existing lists, tracking inquiries to the company's customers, market research of similar products, and other industry salesman cooperation, groups and friends described, the use of exhibitions, observation reckoning, etc.).
special marketing point: Lionel Messi opened the famous 20th century, 20 years,
Gucci Online USA, because many employees from Europe, new immigrants staff in 1924 organized the first Thanksgiving Day parade. Later, the annual Thanksgiving Day Parade line-up is often as much as people, police cleared the way, floats, celebrities, bands and played impromptu dance groups, clowns, etc., as well as the famous cartoon of a giant helium balloon, now about 5,000 people each year to watch TV Live, the growing social awareness Macy's brand.
1947 years of the classic film
5, pay system: can be summarized as follows: hourly wage plus sales commission. The two systems is not an employee with the same body, but with different employees. Footwear and fashion products, greater flexibility as sales, sales performance and employee relations efforts of a great, the implementation of sales commission system; for the sale of other daily necessities, not because the flexibility of sales, the implementation of a fixed wage-hour, Because these goods sales efforts of the staff has little to do with.
Macy's vice president for human resources management, said the main indicators of store operations evaluation unit price and sales volume is off.
6, brand architecture: first, self-brand. Union Department Store Group, including Macy's, including 15% of sales from proprietary brands, focusing on seven major brands. Own brands include: IoNoC, Alfani, Tasso Elba, American Rag, Karen Scott, John Ashford, Hotel Collection, Greendog and Tools of the Trade. By early 2008, all have 25 to 30 own-brand. Second, the designer brand. For example, the T Tahari Elie Tahari Designer Series brand, designer Oscar de la Renta's Oscar line with the collection is also available. After 2007 into the family home called the Martha Stewart brand will appear in all Macy's department stores, more than 1 / 3 of the goods are unique or in Macy limited sales. Third, the domestic fashion brands. In clothing, Americans prefer the brand Calvin Klein, DKNY, Guess, Jlo, Sean John, Kenneth Cole, Ralph Lauren, Tommy Hilfige, Polo Jeans, Baby Phat ... ... and Jacuzzis, and other such BCBG MAXAZRIA, INC ,
Prada Handbags Online, Ecko Red, Sergio Valente, Emanuel and other classic brands. Fourth, China began to introduce the brand processing. Autumn of 2007 in New York flagship store sales Jhane Barnes processed by the Chinese suit, the other two branches of northeastern United States also increased in spring 2008 orders will be observed in spring and then decide whether the sale of sale of goods as fixed.
7, operating system: the main store business, online business steadily expanded, TV marketing is an independent business units. First, Macy's Web site (MACYS.COM) a quarter of a million products, including Women, Men, Kids, especially small clothing, cosmetics, lingerie, jewelry, ornaments, perfumes and household products. Second, its electronic platform, 24 hours a day per week to work 7 days. Orders within 72 hours of execution from the center of one of the top five of their mail out through UPS. And, through online purchase of goods could return in the store. Macy adopt a uniform pricing strategy, when the mall prices, the Massey site on the Internet but also for price promotions. Third, the use of wireless electronic shelf label system (ESL), price sensitive products to achieve real-time, real-time price changes, wrong rate. Fourth, Macy's 1994, and HSN TV shopping channel to cooperate, 24-hour outside broadcast coverage of U.S., sales of goods including household goods, electronic goods, watches, jewelry, clothing, automobiles, housing. Massey responsible for telephone advice, payment systems and logistics and distribution, television production company is responsible for selecting merchandise program, through the strategic alliance of television shopping business processes, both by reducing the cost of specialization.
8, facing challenges: In 2005, the alliance's chief executive Terry J. Lundgren department stores around the country, Macy's announced it would sell Hundreds of new stores in the Autumn of 2007, introduced by the Martha Stewart designed high-end home products Monopoly series. They also want to attract a younger generation of consumers, these people Abercrombie & Fitch, Aeropostale stores shone like, but dismissive of the stiff department store. In order to change the image of Macy's and Zoom (Apple dealer) became partners, sales of iPod through the hi-tech vending machines and other new commodity. Some analysts say that, in addition to New York, other places of the people most likely will as a Macy's fashion part of life. As representative of the New York Macy's fashion.
but even so, the two giants merger, the market risk remains high. High-end market from 尼蒙马克斯 Group and Saks Fifth Avenue department store in the suppression of low-end market is the blocking by the Wal-Mart and Target, and such as the Gap, WilliamsSonoma like a lot of clothing stores and streaming and home business. Surrounded by allies in the attack in the department store group, can only follow the example of Kmart and Sears for new development through the merger.
Johns Hopkins University School of Business professor Gordon (Erik Gordon) that this type of problem is that department stores did not provide real value to consumers, the middle of things. Whether goods or services, most department stores much better than the discount stores, why spend money? Some analysts say: Americans are a bit like a spindle of income distribution, 40% of people do not have much disposable income, the other half and at ease, department store's customer base is in the middle.
from the numbers, compared to department stores and discount stores do not good: The three major retail discounters - Wal-Mart, Sears (Sears) (with K-Mart (Kmart) combined) and Target's annual income is 256 billion, respectively, 55 billion and 420 billion dollars. Some analysts said that apparel is not the Wal-Mart's strengths, but apparently they have begun planning. From toys to food, as long as Wal-Mart's attempts to change, and it can become industry leaders; and three department stores - Alliance Stores, May Department Stores (pre-merger data) and Dillard's annual revenues were 15.6 billion, 144 million and 7.7 billion. After three consecutive years, after declining sales revenue, since 2007, department store sales are still not seen significant improvement.
In fact, nearly 2 years, Macy's stock fell 13%, the fall of 2007 planted 100 million U.S. dollars advertising promotions. Change way to advertise to hire singers. MariahCarey taken together advertisements Massey Carlos Santana. December 28, 2007 announced that due to declining sales and a lack of growth opportunities, it plans to close nine stores, also cut about 900 employees. February 2008, Macy announced the layoff of 2,300 people, after the company announced in December last year, sales of its more than 4 years to the worst. Chairman Terry Massey
? Rand Gore said the company closed shop in terms of the decision is a difficult thing, decided to close the stores was located relative to smaller growth opportunities, sales have been persistent decline in the region. The store was closed, including their locations, Akron, Ohio, Prudential and North Randall, Indianapolis, Oklahoma, Lake Charles, Dallas and Houston and other places. Expected between 2008 and 2009, respectively, to open five new stores and 6-10.
(e) Saks Fifth Avenue department stores (Saks Fifth Avenue)
famous luxury department store operation. Currently, Saks operates 55 in department stores worldwide, 50 Fifth Avenue, discount stores, 38 department stores in Paris and the 57 member stores.
Key Features: luxury jewelry and brand name designer clothing is a feature of the store. Prominent display of goods, a layer of color and decoration have highlighted the simple, elegant style, decorated with flowers and refined channel junction, two-story luxury designer brand elegant environmental planning, set off on the very particular commodity. The environment of the above three categories according to product and style, appropriate adjustments, no special uniform plan, and no moving lines of Chinese popular design, the store no advertising, publicity boards, and even on the top floor also use gypsum board ceiling, Many post processing is also very casual, but for the display of goods is very particular about doing comedy. The fifth floor of the main style is to go beyond, leading the fashion, the majority of product design reflects the surreal color and style features, walkways and commodities business regions in the slowly walk through their own models, the expression of its own brand of fashion to convey the concept of themes, special very clear.
2008, the Saks Fifth Avenue department store in Shanghai, China decided to choose shop. Location is located in the Bund, 27 Zhongshan Dong Yi Building, the original Jardine Matheson, preparing to open flagship store, has been signed. It is reported that the total area store will be its 3 times the average American stores. Inside restaurants, bars, and even may include a nightclub. In addition to operating the world's leading luxury brand, also plans to introduce some brand personality. 2008 or 2009, the specific operation. Saks is now authorized to set up shop in Dubai, next stop is Shanghai. Fifth Avenue in the next 5 years China will be opened six stores, each store's investment of $ 50,000,000 or more. Second, third and identified as Beijing and Macau.
under between 101 yuan to 500 yuan, 32.9% of users 50 yuan to 100 yuan,
Tiffany and Co, 50 yuan less in only 15.3%, which is about 501 yuan to 1,000 yuan range of 2 times.
2. in the shopping Internet users, were more than 15% of people purchased clothing and household goods of life, that China's B2C market has been from books, video products and computer-based digital products to a diverse consumer market development. In addition, the investigation concluded, according to the relevant media suitable for online sales of the current top 10 product categories are: jewelry, digital products, computers, cell phones, clothing, for men, adult products, cosmetics, health products, sports and travel goods.
3. Internet users in the selection of online shopping because of the survey, nearly half chose
4. Internet users to purchase the target product of a survey method, the general is:
5. by well-known shopping sites on the current payment method survey, currently has more than half of Internet users shopping online payment options. China Internet Network Information Center (CNNIC) in the latest survey shows that the end of 2007 the proportion of Internet users in China is only 22.1% of online shopping, the next few years, with the overall increase in the number of Internet users and increase the proportion of online shopping, online shopping, users will inevitably continue to growth. Dear Boris, It's a long time since we met last time. I hade passed on my paper and got extra time on my hand. In order to be competent for internship, I learn some knowledge about shopping hall and brand of garment. Because I am assigned to softline department, I found a book about domestic to know the trade, at the same time; i search for some file introducing garment inspection. Speaking of English, I keep on practicing my oral and written English. Though what I did, I think it's not enough. Can you assign me a task and give me some learning files if it's not against Target rule. IF I can get on-the-job training, it's better. Anyway, thanks for your help. Tao Lin (Terry)
Initial understanding of the U.S. department store
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