市場調査レポート

中国におけるデパート市場

Department Stores - China - February 2014

発行 Mintel China 商品コード 297623
出版日 ページ情報 英文
納期: 即日から翌営業日
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中国におけるデパート市場 Department Stores - China - February 2014
出版日: 2014年02月28日 ページ情報: 英文
概要

当レポートでは、中国のデパート市場について調査し、デパート・ショッピングモールによる市場の減速に応じた対応、デパート・ショッピングモールに対する消費者の態度、デパート・ショッピングモールの機会、製品の多様化・差別化による競争力の向上、オンライン小売りがデパート・ショッピングモール市場に及ぼす影響と企業のオンライン問題への対応などについて分析しており、主要企業のプロファイルを交え、概略下記の構成で取り上げております。

第1章 イントロダクション

第2章 エグゼクティブサマリー

  • 市場
  • 企業・ブランド
  • 消費者
  • 主な課題
  • 購買客・訪問頻度の増加
  • 消費者はさまざまなショッピング・サービスを探索
  • 社会性・エンターテインメントハブの創造
  • ライフスタイル経験の提供
  • 当社の見解

第3章 市場

  • キーポイント
  • 市場規模と予測
  • デパートは高コスト・競争の高まりに直面
  • 店舗は生き残りをかけてビジネスモデルを調整
  • 競争圧力が緩和する兆候は無い
  • 市場セグメント
  • 市場成長促進因子、ほか

第4章 企業とブランド

  • キーポイント
  • ブランドシェア
  • トップ10デパートグループの収益額シェア
  • トップ10グループの収益額シェアの回復
  • トップ10デパートグループのアウトレットシェア
  • トップ10グループのアウトレットシェアの増加
  • 収益性の衰え、特に国有部門において、ほか

第5章 消費者:消費者セグメント

  • キーポイント
  • 4つの主要消費者グループ
  • 主要消費者グループの統計プロファイル
  • 主要消費者グループのショッピング経験に対する態度
  • 幅広いブランドアウトレットを探すショッピングマニア
  • 何を意味するか?

第6章 主な課題:購買客・訪問頻度の増加

  • キーポイント
  • 購買頻度・支出部門
  • 購買頻度:ターゲット消費者グループ別
  • 購買客が店舗を頻繁に訪問する理由
  • 店舗への頻繁な訪問を後押しするものは?
  • 求める機能::ターゲット消費者グループ別
  • 何を意味するか?

第7章 主な課題:消費者はさまざまなショッピング・サービスを探索

  • キーポイント
  • セールは依然として店舗を訪れる最も重要な理由
  • 革新と排他性は高級ブランドの領域ではない
  • 女性を惹きつけ男性が続く、ほか

第8章 主な課題:社会性・エンターテインメントハブの創造

  • キーポイント
  • コミュニティの中にコミュニティを作る
  • 別々の消費者が別々のものを探す
  • モールをイベント会場として作る
  • より多くのエクスペリエンスに支払う
  • 異なる消費者ライフスタイルへの適応、ほか

第9章 主な課題:ライフスタイル経験の提供

  • キーポイント
  • 購買客はいっそう多くの機能を求める
  • 求める特徴:性別/年齢グループ別
  • 求める特徴:所得グループ別
  • デパート・ショッピングモールに対する消費者態度は実用性・エンターテインメントが独占
  • 女性の方がよりショッピングモールを支持する傾向、ほか

第10章 付録:市場規模

第11章 付録:デパート・ショッピングモールを訪れる頻度

第12章 付録:デパート・ショッピングモールを訪れる理由

第13章 付録:消費者がデパート・ショッピングモールを訪れる際に支出する部門

第14章 付録:デパート・ショッピングモールの関連メリット

第15章 付録:デパート・ショッピングモールへの消費者の頻繁な訪問を後押しする特徴

第16章 付録:デパート・ショッピングモールへの消費者態度

付録

目次

“The department store and shopping mall sector is facing increasing competition for consumer attention, making it ever-more important for retailers to identify key consumer groups and their shopping habits to better adapt their offering to best suit consumers' needs.” - Matthew Crabbe, Director of Research - Asia- Pacific.

This report looks at the following areas:

  • What are department stores and shopping malls already doing to adjust to a slowing market, and what more can they do?
  • What are consumers' behaviour surrounding and attitudes towards department stores and shopping malls?
  • Where are the opportunities for growth for department stores and shopping malls?
  • How can product diversification and differentiation improve competitiveness?
  • How is online retailing affecting the department stores and shopping malls sector, and what are companies able to do in response to the online challenge?

Continued growth of average wages, urbanisation and the spread of online retail into lower tier cities, will mean department stores and shopping malls need to widen their appeal across the consumer market. They need to become more responsive to local community needs beyond shopping alone, making their stores or malls places that people feel comfortable visiting for relaxation, without feeling the pressure to buy.

Department stores and shopping malls can no longer all chase the same narrow band of rich consumers. They must differentiate by finding the right balance of products, brands, services and entertainment to suit the key consumer groups, mixing high-end brands with a better array of midmarket brands for those on lower incomes, while appealing as much to younger consumers as to those older people generally on higher incomes.

Greater use of consumer shopping data to predict key consumer group trends, as well as communication with consumer via social media and mobile technology, will also be required in order to understand the shifting demands of people as they shop, and as they are themselves influenced by social and other media.

Table of Contents

1. Introduction

  • Definition
  • Report structure
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: China - Forecast and total department store retail sales, 2008-18
  • Companies and brands
    • Figure 2: China - Top 10 department store retail groups' revenue share of total national department store chain retail market, 2013 (estimate)
  • The consumer
    • Figure 3: China - Department store and shopping mall shoppers, by target group, December 2013
  • Key issues
  • Increasing shopper footfall and frequency of visits
    • Figure 4: Frequency of visiting shopping malls and department stores, December 2013
  • Consumers seeking greater variety of shopping and services
    • Figure 5: Reasons for visiting department stores and shopping malls, December 2013
  • Creating social and entertainment hubs
    • Figure 6: Relative advantages of shopping malls over department stores, December 2013
  • Providing a lifestyle experience
    • Figure 7: Features that would encourage shoppers to visit department stores or shopping malls more often, December 2013
  • What we think

3. The Market

  • Key points
  • Market size and forecast
  • Department stores are facing higher costs and greater competition
  • Stores adjust their business model in an attempt to survive
  • No sign of an easing of competitive pressures
  • Department store revenues are lagging behind the total retail market
    • Figure 8: China - Forecast and total department store retail sales, 2008-18
  • Market segmentation
  • Chains are losing share to independents
    • Figure 9: China - Department store market total value, by sector, 2008-13
    • Figure 10: China - Department store market total volume, by sector, 2008-13
  • Market drivers
  • Department stores face tough competitive future
  • Shopping malls are no easy solution
  • Vacancy rates prove that there is overcapacity in the market
  • Quality not quantity
  • Consumers expect malls and department stalls to offer a social element
    • Figure 11: Relative advantages of department stores or shopping malls, December 2013
  • Malls need to be a leisure destination as much as a retail outlet
    • Figure 12: Features that would encourage shoppers to visit department stores or shopping malls more often, December 2013
  • Stores are limited by their reliance on concessions
  • Own-brand outlets and online are challenging traditional business models
  • Creating a more efficient business model
  • Digitally enhancing the “experience”
  • Combining mobile and in-store to maximise shopper experience
  • Balancing the online/offline channels
    • Figure 13: Total online users, purchasers and per capita spending, 2007-12
  • Clothing leads the way for online retail
    • Figure 14: Online apparel retailing as a proportion of total China apparel market value, 2008-12
  • Department stores and malls need to invest in data management
  • Intime Department Store shows how to integrate on- and offline retail
  • Online adds a further point of contact for department stores
    • Figure 15: Frequency of consumers browsing online department stores, December 2012
    • Figure 16: Frequency of consumers buying at online department stores, December 2012
  • Omnichannel retailing can ensure department stores' future relevance
  • Official anti-gifting and weakening luxury sales
  • Targeting the lower tiers and middle classes

4. Companies and Brands

  • Key points
  • Brand share
  • The top 10 department store groups' value share
    • Figure 17: China - Top 10 department store retail groups' revenue share of total department store chain revenues, 2013 (estimate)
  • The top 10 groups' value share recovering
    • Figure 18: China - Share of the leading department store groups of total department store chain revenues, 2010-13
    • Figure 19: China - Share of the top 10 combined leading department store groups of total department store chain revenues, 2010-13
  • The top-10 department store groups' outlet share
    • Figure 20: China - Top 10 department store retail groups' outlet share of the total national department store retail market, 2013 (estimate)
  • The top 10 groups' outlet share increasing
    • Figure 21: China - Share of the leading department store groups of total department store chain outlets, 2010-13
  • Weakening profitability, especially in the state-owned sector
    • Figure 22: Combined top 10 department store groups' combined turnover and profits, by ownership structure and total, 2010-13
  • Responses to a slowing market
  • Survival through M&A
  • Network expansion and store revamp
  • Regional focus and VIP consumers
  • Sector focus and online integration
  • Differentiation through refining categories and brands
  • Recent openings and investment
  • Strategic business adjustments
  • Companies
  • Shandong Commercial Group Co., Ltd.
    • Figure 23: Shandong Inzone Co., Ltd. financial results, 2010-13
  • New World Department Store China
    • Figure 24: New World Department Store China Ltd. financial results, 2010-13
  • Dashang Group Co., Ltd.
    • Figure 25: Dashang Group Co., Ltd. financial results, 2010-13
  • Chongqing General Trading Group
    • Figure 26: Chongqing General Trading Group Co., Ltd. financial results, 2010-13
  • Beijing Wangfujing Department Store Co., Ltd.
    • Figure 27: Beijing Wangfujing Department Store Co., Ltd. financial results, 2010-13
  • Parkson Retail Group Ltd.
    • Figure 28: Parkson Retail Group Ltd. financial results, 2010-13

5. The Consumer - Consumer Segmentation

  • Key points
  • Four key consumer groups
    • Figure 29: China - Department store and shopping mall shoppers, by target group, December 2013
  • Key consumer groups' demographic profiles
    • Figure 30: China - Department store and shopping mall shoppers target groups, by demographics, December 2013
  • Key consumer groups' attitudes towards the shopping experience
  • Shopping junkies are looking for a wider range of brand outlets
    • Figure 31: China - Department store and shopping mall shoppers' attitudes towards department stores and shopping malls, by target group, December 2013
  • What does it mean?

6. Key Issue - Increasing Shopper Footfall and Frequency of Visits

  • Key points
  • Shopping frequency already high among two thirds of consumers
    • Figure 32: Frequency of visiting shopping malls and department stores, December 2013
  • Shopping frequency and sectors of spending
    • Figure 33: Frequency of visiting department stores, by sectoral spending by consumers when visiting department stores or shopping malls, December 2013
    • Figure 34: Frequency of visiting shopping malls, by sectoral spending by consumers when visiting department stores or shopping malls, December 2013
  • Shopping frequency by target consumer groups
    • Figure 35: Frequency of visiting department stores, by target groups, December 2013
    • Figure 36: Frequency of visiting shopping malls, by target groups, December 2013
  • The reasons shoppers visit stores more frequently
    • Figure 37: Frequency of visiting department stores, by reasons for visiting, December 2013
    • Figure 38: Frequency of visiting shopping malls, by reasons for visiting, December 2013
  • What would encourage more frequent store visits?
    • Figure 39: Frequency of visiting shopping malls, by features that would encourage shoppers to visit department stores or shopping malls more often, December 2013
  • Features sought by target consumer group
    • Figure 40: Features that would encourage shoppers to visit department stores or shopping malls more often, by target groups, December 2013
  • What does it mean?

7. Key Issue - Consumers Seeking Greater Variety of Shopping and Services

  • Key points
  • Sales still dominate store visit reasoning
    • Figure 41: Reasons for visiting department stores and shopping malls, December 2013
  • Innovation and exclusivity isn't the preserve of luxury brands
  • Attract the women and the men will follow
    • Figure 42: Reasons for visiting department stores, by gender and age group, December 2013
  • The importance of not pricing out the next generation
    • Figure 43: Reasons for visiting department stores, by monthly household income group, December 2013
  • Give them what they want...
    • Figure 44: Reasons for visiting department stores, by most common products bought in the past six months, December 2013
    • Figure 45: Reasons for visiting department stores, by next most common products bought in the past six months, December 2013
  • ... and give them an experience
    • Figure 46: Reasons for visiting department stores, by leisure services used in the past six months, December 2013
  • The shopping mall as a theme park
    • Figure 47: Reasons for visiting shopping malls, by gender and age group, December 2013
    • Figure 48: Reasons for visiting shopping malls, by monthly household income group, December 2013
  • A day out at the shopping mall
    • Figure 49: Reasons for visiting shopping malls, by most common products bought in the past six months, December 2013
    • Figure 50: Reasons for visiting shopping malls, by next most common products bought in the past six months, December 2013
    • Figure 51: Reasons for visiting shopping malls, by services used in the past six months, December 2013
  • Consumer target groups' reasons for visiting department stores
    • Figure 52: Reasons for visiting department stores, by target consumer group, December 2013
  • Consumer target groups' reasons for visiting shopping malls
    • Figure 53: Reasons for visiting shopping malls, by target consumer group, December 2013
  • What does it mean?

8. Key Issue - Creating Social and Entertainment Hubs

  • Key points
  • Creating a community within a community
    • Figure 54: Relative advantages of shopping malls over department stores, December 2013
  • Different consumers looking for different things
    • Figure 55: Relative advantages of shopping malls over department stores, by gender and age group, December 2013
  • Making malls an event venue
  • Paying for more of an experience
    • Figure 56: Relative advantages of shopping malls over department stores, by monthly household income group, December 2013
  • Adapting to different consumer lifestyles
    • Figure 57: Relative advantages of shopping malls over department stores, by target consumer group, December 2013
    • Figure 58: Sectoral spending on dining and entertainment by consumers when visiting department stores or shopping malls, by target groups, December 2013
  • What does it mean?

9. Key Issue - Providing a Lifestyle Experience

  • Key points
  • Features shoppers want more of
    • Figure 59: Features that would encourage shoppers to visit department stores or shopping malls more often, December 2013
  • Features sought by gender/age groups
    • Figure 60: Features that would encourage shoppers to visit department stores or shopping malls more often, by gender and age group, December 2013
  • Features sought, by income groups
    • Figure 61: Features that would encourage shoppers to visit department stores or shopping malls more often, by monthly household income group, December 2013
  • Practicalities and entertainment dominate consumer attitudes towards department stores and shopping malls
    • Figure 62: Consumer attitudes towards department stores and shopping malls, December 2013
  • Women tend to be more pro-shopping mall
    • Figure 63: Consumer attitudes towards department stores and shopping malls, by gender and age group, December 2013
  • Expectations rise among more affluent consumers
    • Figure 64: Consumer attitudes towards department stores and shopping malls, by monthly household income group, December 2013
  • Consumer attitudes by target consumer group
    • Figure 65: Consumer attitudes towards department stores and shopping malls, by target consumer group, December 2013
  • What does it mean?

10. Appendix - Market Size

  • Figure 66: Total value of retail sales revenues of department stores, by sector, 2006-18

11. Appendix - Frequency of Visiting Department Stores and Shopping Malls

  • Figure 67: Frequency of visiting department stores, December 2013
  • Figure 68: Frequency of visiting department stores, by demographics, December 2013
  • Figure 69: Frequency of visiting department stores, by most popular reasons for visiting department stores, December 2013
  • Figure 70: Frequency of visiting department stores, by next most popular reasons for visiting department stores, December 2013
  • Figure 71: Frequency of visiting shopping malls, December 2013
  • Figure 72: Frequency of visiting shopping malls, by demographics, December 2013
  • Figure 73: Frequency of visiting shopping malls, by most popular reasons for visiting department stores, December 2013
  • Figure 74: Frequency of visiting shopping malls, by next most popular reasons for visiting department stores, December 2013

12. Appendix - Reasons for Visiting Department Stores and Shopping Malls

  • Figure 75: Reasons for visiting department stores, December 2013
  • Figure 76: Most popular reasons for visiting department stores, by demographics, December 2013
  • Figure 77: Next most popular reasons for visiting department stores, by demographics, December 2013
  • Figure 78: Reasons for visiting department stores, by most popular sectoral spending by consumers when visiting department stores or shopping malls - Consumer goods, December 2013
  • Figure 79: Reasons for visiting department stores, by next most popular sectoral spending by consumers when visiting department stores or shopping malls - Consumer goods, December 2013
  • Figure 80: Reasons for visiting department stores, by sectoral spending by consumers when visiting department stores or shopping malls - Dining and entertainment, December 2013
  • Figure 81: Reasons for visiting department stores, by most popular relative advantages of department stores or shopping malls, December 2013
  • Figure 82: Reasons for visiting department stores, by next most popular relative advantages of department stores or shopping malls, December 2013
  • Figure 83: Reasons for visiting shopping malls, December 2013
  • Figure 84: Most popular reasons for visiting shopping malls, by demographics, December 2013
  • Figure 85: Next most popular reasons for visiting shopping malls, by demographics, December 2013
  • Figure 86: Reasons for visiting shopping malls, by most popular sectoral spending by consumers when visiting department stores or shopping malls - Consumer goods, December 2013
  • Figure 87: Reasons for visiting shopping malls, by next most popular sectoral spending by consumers when visiting department stores or shopping malls - Consumer goods, December 2013
  • Figure 88: Reasons for visiting shopping malls, by sectoral spending by consumers when visiting department stores or shopping malls - Dining and entertainment, December 2013
  • Figure 89: Reasons for visiting shopping malls, by most popular relative advantages of department stores or shopping malls, December 2013
  • Figure 90: Reasons for visiting shopping malls, by next most popular relative advantages of department stores or shopping malls, December 2013

13. Appendix - Sectoral Spending by Consumers When Visiting Department Stores or Shopping Malls

  • Figure 91: Sectoral spending by consumers when visiting department stores or shopping malls, December 2013
  • Figure 92: Most popular sectoral spending by consumers when visiting department stores or shopping malls - Consumer goods, by demographics, December 2013
  • Figure 93: Next most popular sectoral spending by consumers when visiting department stores or shopping malls - Consumer goods, by demographics, December 2013
  • Figure 94: Sectoral spending by consumers when visiting department stores or shopping malls - Dining and entertainment, by demographics, December 2013
  • Repertoire analysis
    • Figure 95: Repertoire of sectoral spending by consumers when visiting department stores or shopping malls, December 2013
    • Figure 96: Repertoire of sectoral spending by consumers when visiting department stores or shopping malls, by demographics, December 2013
    • Figure 97: Sectoral spending by consumers when visiting department stores or shopping malls, by repertoire of sectoral spending by consumers when visiting department stores or shopping malls, December 2013

14. Appendix - Relative Advantages of Department Stores or Shopping Malls

  • Figure 98: Relative advantages of shopping malls compared with department stores, December 2013
  • Figure 99: Most popular relative advantages of shopping malls compared with department stores, by demographics, December 2013
  • Figure 100: Next most popular relative advantages of shopping malls compared with department stores, by demographics, December 2013
  • Figure 101: Relative advantages of shopping malls compared with department stores, by most popular features that would encourage shoppers to visit department stores or shopping malls more often, December 2013
  • Figure 102: Relative advantages of shopping malls compared with department stores, by next most popular features that would encourage shoppers to visit department stores or shopping malls more often, December 2013
  • Figure 103: Relative advantages of shopping malls compared with department stores, by other features that would encourage shoppers to visit department stores or shopping malls more often, December 2013

15. Appendix - Features That Would Encourage Shoppers to Visit Department Stores or Shopping Malls More Often

  • Figure 104: Features that would encourage shoppers to visit department stores or shopping malls more often, December 2013
  • Figure 105: Most popular features that would encourage shoppers to visit department stores or shopping malls more often, by demographics, December 2013
  • Figure 106: Next most popular features that would encourage shoppers to visit department stores or shopping malls more often, by demographics, December 2013
  • Figure 107: Other features that would encourage shoppers to visit department stores or shopping malls more often, by demographics, December 2013
  • Figure 108: Features that would encourage shoppers to visit department stores or shopping malls more often, by most popular relative advantages of department stores or shopping malls, December 2013
  • Figure 109: Features that would encourage shoppers to visit department stores or shopping malls more often, by next most popular relative advantages of department stores or shopping malls, December 2013

16. Appendix - Consumer Attitudes towards Department Stores and Shopping Malls

  • Figure 110: Consumer attitudes towards department stores and shopping malls, December 2013
  • Figure 111: Agreement with the statement ‘Convenient location is one of the top considerations when deciding which department store/mall to go to', by demographics, December 2013
  • Figure 112: Agreement with the statement ‘Having similar types of stores clustered on one floor can make the shopping experience more convenient', by demographics, December 2013
  • Figure 113: Agreement with the statement ‘It's more convenient to do one big shop under one roof than visiting several different places', by demographics, December 2013
  • Figure 114: Agreement with the statement ‘Shopping malls are a better place to visit with other people than department stores', by demographics, December 2013
  • Figure 115: Agreement with the statement ‘Older/more established department stores/shopping malls are better places for shopping compared with those new ones', by demographics, December 2013
  • Figure 116: Agreement with the statement ‘I prefer visiting high-end department stores/shopping malls', by demographics, December 2013
  • Figure 117: Agreement with the statement ‘It is a more enjoyable experience to shop at a department store/shopping mall when it is less crowded', by demographics, December 2013
  • Figure 118: Agreement with the statement ‘There is currently a lack of leading brands in department stores/shopping malls', by demographics, December 2013
  • Figure 119: Agreement with the statement ‘Crowds in food halls/long queue at restaurants put me off dining in department stores/malls', by demographics, December 2013
  • Figure 120: Agreement with the statement ‘Visiting shopping malls is more fun than department stores because it's not just about shopping', by demographics, December 2013
  • Figure 121: Agreement with the statement ‘It is more fun to combine shopping with other entertainment', by demographics, December 2013
  • Figure 122: Agreement with the statement ‘It's important that entertainment facilities are offered to keep companions entertained while I am shopping', by demographics, December 2013
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