1. Different formats

Traditional department stores mainly focus on retail vs. multi-formats of shopping centers (retail+leisure entertainment+catering, etc.)

1. Traditional department stores mainly focus on retail items (that is, sales services). At present, department stores undergoing transformation/upgrading will appropriately add some formats such as catering and leisure, which is more common, especially in chain-type leading department stores.

2. The shopping center is a multi-functional large-scale commercial property with multiple formats and industries, which embodies "one-stop consumption". Generally, it is a group of unified planning building clusters, which integrates various commercial functions such as shopping, leisure, entertainment, catering and tourism. It is necessary to have convenient outdoor parking lot/underground garage, comfortable shopping environment, wide shopping passage and good moving line design, give full consideration to visitors' rest area and parking facilities, and form its own attraction of gathering customers through environmental shaping, brand promotion and benign publicity, and its architectural aesthetics and commercial functions are combined.

Second, the profit-making methods are different

Department stores mainly rely on deduction points vs. the rent of shopping centers, deduction points or both

1. Traditional department stores mainly rely on unified cashier, mainly through the sharing of counter sales income (that is, joint ventures), and a few rented areas mainly rely on rent collection (merchants collect cash by themselves), so the operating department needs to confirm and review the sales performance of relevant brands on a daily basis; Especially when it comes to large-scale promotional activities (such as buying and sending, buying and reducing, direct discount, etc.), the passenger flow often increases and the turnover increases. However, based on different promotional activities in department stores, different billing barcodes will be issued as the basis for internal review and settlement.

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

Third, the focus of daily operation and management is different

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

2. The focus of shopping center operation management is to create 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, from the location of primary and secondary stores, the configuration of business combination and the effect of tenant management, and focusing on operating tenants, through unified planning, unified investment promotion, unified publicity and promotion, unified property management and other management modes of shopping malls; 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 buying and selling goods, facing relatively concentrated customers with direct purchasing purpose and purchasing power, and mainly dealing with the single item of goods.

2. The shopping center is a property rental, which manages the merchants and the environment, and operates the customers with full customer floor and potential purchase demand.

V. Different business districts

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

2. The shopping center has a wide business circle. Besides the passenger flow around the shopping center, it can also be tourists, who can come from neighboring cities, the whole country or even overseas tourists.

This point is more prominent in the shopping centers in the first-tier cities of Shenzhen and Guangzhou, which have a wider radiation area, not only in single cities such as Beijing, Shanghai, Shenzhen and Guangzhou.

VI. Different properties

1. Traditional department stores are usually medium-sized properties, generally ranging from 21,111 to 51,111; 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.

VII. Different layout modes

Traditional department stores are dominated by closet+island, while shopping centers are dominated by main stores (supermarkets, cinemas, children's experience halls, KTV, amusement parks, etc.)+retail stores+restaurants+leisure and entertainment formats+special business locations (dynamic exhibition+static exhibition)

1. Traditional department stores are arranged in the form of island, which can only be located in relatively limited shopping malls.

2. Shopping centers are mostly in the form of 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 be extended to the surrounding environment.

Guangzhou taikoo hui is a typical project, which has the title of sharpening a sword for ten years in the industry. For this reason, take its picture as an example (LOGO part, please ignore it, thank you)

VIII. Different shopping environment requirements

1. Traditional department stores emphasize the display of product effects in limited department store space, and the aisles in public areas are relatively narrow, and there are relatively few customer rest facilities.

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

There are countless restaurants in front of them. During peak 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, it can play a queuing effect at the peak of dining; Where there are many people, it is often the most lively; The place where you line up in front of the restaurant has something more attractive to you.

9. The proportion of catering, entertainment and leisure formats is different

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

2. The catering industry in shopping centers is diverse, with the proportion of food city, theme catering, exotic cuisine and leisure catering gradually increasing, while entertainment and leisure projects form the theme characteristics and specific advantages of shopping centers;

In the early days, the golden ratio of shopping, catering and entertainment was roughly 51: 32: 18, or the latter was more, and a new ratio is still being explored. So far, there is no latest real golden ratio of shopping centers.

because different projects often have different degrees of deviation based on their city status, population base, local people's consumption habits, project size, neighboring competitors, project positioning, etc., there is also a popular saying in the shopping center industry in recent years, which is called "differences in the same industry and complementary industries" to correct the previous phenomenon of "one thousand stores on one side" and "homogenization of shopping centers".

X. Introduction of the concept of experiential consumption

1. Traditional department stores mainly sell commodities, and there are relatively few experiential services; Individual temporary booths, such as massage chairs, fitness equipment and other regular sales goods.

2. As a combination of formats, shopping centers are indispensable, and customer experience projects are indispensable, and there are usually theme projects such as fitness, sports, beauty, leisure and culture.

Xi. Business exhibition function (some well-known projects occasionally have stars to attend activities)

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

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

XII. Sightseeing function

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

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

XIII. Customer complaints and unexpected events

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 appear in businesses such as restaurants, leisure and entertainment, as well as parking lots and guest facilities.

In addition, the unexpected events 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 stops water supply; And the disastrous effects brought by typhoon and rainstorm.

In addition, in recent years, similar to customers (mostly children) injured by escalators, the phenomenon of people being shut down by elevators has occurred frequently. It is suggested that special measures be taken according to the actual situation, and if necessary, the on-site management personnel can call the police according to the actual situation.

regarding escalators, it is suggested that relevant shopping malls should make eye-catching tips, and ask on-site security guards to pay more attention to the escalator area, especially children, during inspections.

XIV. Holiday decoration atmosphere

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

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

XV. Different decoration requirements and effects

1. The decoration of brand storefronts in traditional department stores is relatively simple, popular in image, similar in decoration materials and effects, and low in investment cost due to the limitation of short contract period and hardware (such as height of floors and size of leased space).

2. The overall image of the brand storefront of the shopping center will be more beautiful, and the window and advertising space of the shopping center are relatively large and visually more beautiful.

XVI. Others

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

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

the management of the parking lot is not limited to parking fees, parking lot maintenance, related guidance systems, etc., but also involves emergency handling, security and cleaning.