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华堂商场北京首家店多次转型最终关门

2016-10-31 16:04:48   中国经济网

紧急“救火”成效不大

事实上,面对在北京市场的闭店亏损现状,华堂商场一直在谋变。

早在2013年,伊藤洋华堂中国总代表三枝富博就开始调整北京华堂,调整内容包括对公司内部经营战略、管理方法、门店商品结构和服务等方面的调整。并在2014年将成都伊藤洋华堂总经理今井诚调至北京,这被业界解释为来北京“救火”。但三年过去了,北京华堂门店从9家减少至2家,并未开设任何新店。

记者从一位知情人士处了解到,华堂商场保留的2家百货门店目前仍然未盈利。在三里屯的华堂食品馆是现有门店中唯一表现较好的业态,但也未进入盈利阶段。

且从记者实地了解北京现在几家门店布局来看,华堂商场虽然有局部调整,但幅度并不大,以华堂商场十里堡店为例,华堂商场十里堡店加上地下一层的华堂自营超市一共有6层,这在其它几家门店中经营规模算比较大的。具体来看,一层经营化妆品、鞋子、珠宝饰品等;二层经营男、女服装;三层是居家装饰及儿童玩具、服装;四层是绅士运动馆;五层是居家生活馆。且均未引入电影院,且餐饮区、儿童游乐设施等能聚积人气的设计也相对较少。

《证券日报》记者实地调查发现,此次闭店的十里堡店与另一家商场新城市广场打通,而对比二者引进的服装品牌来看,新城市广场的品牌似乎更偏年轻化,儿童游乐场所也更多。此次华堂商场十里堡店闭店,新城市阳光广场同样贴出告示称,“新城市广场仍将正常营业,欢迎新老顾客前来惠顾。”

北京华堂企划广报部部长程宁告诉《证券日报》记者,此次闭店的华堂商场十里堡店,在此前就已经做过了诸多调整,如增加了很多体验服务,并且还调整了商品的品牌结构,并且想引进成都的成功经验,但从实践结果来看,由于成都和北京两个城市不管是消费习惯还是商业发展阶段都有着较大的差异,因此一系列调整措施并未达到预期的效果。“华堂商场十里堡门店闭店后,北京华堂仅剩下2家百货店和一家食品馆,按照目前的策略是,北京华堂力保上述门店正常经营,”对于后续的开店计划,其表示,“公司仍会加大在中国的投资力度,但会选择不同的城市,从目前的经验来看,会选择类似成都的二、三线城市来进行开店计划。”

此前,伊藤洋华堂中国区总代表三枝富博曾表示,“预计北京市场的门店将会在3年内(即2017年之前)完成调整,实现盈利。”如今离2017年大限只有2个月的时间,北京门店实现盈利似乎还遥遥无期。

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