Previously, Rui 'ou Department Store, the largest main store in Shenzhen Vientiane City, closed down. The announcement at the door pointed out that "the basement of Shenzhen Pavilion of Rui 'ou Department Store has been closed. From the first floor to the third floor, keep normal business. " Just some time ago, Ruiou Department Store officially announced the closure of the main store in Shenzhen Vientiane City. In fact, the sudden closure of Rui 'ou Department Store also surprised people in the industry. According to relevant data, as one of the main stores, Rui 'ou Department Store opened in Vientiane City, Shenzhen in 2114, with a business area of 8,111 ㎡, spanning four floors. At that time, there was a fashion whirlwind in Shenzhen, which was known as "the first specialized department store for foreign women in China". At that time, Rui 'ou department store was also doing well.

However, after many adjustments, the performance of Rui 'ou Department Store has been tepid. Although Rui 'ou Department Store has always occupied the position of the main store in Vientiane City, it has never become the main force of popularity and performance. Nowadays, the department store industry as a whole is also in trouble. From a nationwide perspective, the return on net assets of 51 listed department stores in China is generally not very high, and the return of many listed department stores is below 11%, which makes it difficult for traditional offline department stores to operate. In fact, it can be seen from the survey of professionals that compared with other shops in Vientiane City, the flow of people in Rui 'ou Department Store is relatively deserted. At 8 o'clock in the evening, except for some customers in the cosmetics counter on the 1 th floor, there were almost no customers on the 2 nd and 3 rd floors. It can be seen that it was actually a matter of time before Ruiou Department Store closed down.

It is worth mentioning that Wang Guoping, a member of the senior advisory group of Lianshang, also said in an interview with reporters that "the department store is the main theme. In the early days, shopping centers could not control such a large volume independently, and they needed department stores and supermarkets to digest the area and promote investment, so they had to introduce department stores at the expense of rent. Nowadays, it is very easy for shopping centers to trade hundreds of thousands of volumes, and the value that department stores can provide to shopping centers is very limited. In addition, in recent years, department stores have been operating in general, and there has been no innovation. It may be difficult to pay even the rent. General shopping centers will not consider renewing their contracts with department stores. "

So, why can't Rui 'ou Department Store be the main store in Shenzhen Vientiane City? According to industry insiders, this is mainly because the complementarity of Swiss-European department stores in Vientiane City is not fully done. The strength of Rui 'ou department store lies in the combination of daily necessities and cultural functions. Whether to find the combination of local consumers' preferences is a topic. For brands familiar to the general public, the combination of goods is not particularly prominent, and it may not exceed the brand combination of Vientiane City itself. In Shenzhen, high-end shopping malls can be said to be everywhere, but Rui 'ou Department Store lacks a certain spirit of innovation. Under the background of high homogeneity, to attract customers, it is not simply to set up the goods, but to make efforts to attract customers and service. From this point of view, it is also reasonable for Rui 'ou Department Store to leave Shenzhen Vientiane City.