大約在一年之前,“零售王者”梅西百貨(Macy’s)宣布了一項(xiàng)十分富有野心的轉(zhuǎn)型計(jì)劃,包括剝離旗下約四分之一的大型百貨商店。
現(xiàn)在,梅西百貨宣布了自新冠肺炎疫情爆發(fā)以來(lái)最大的一批門(mén)店關(guān)閉計(jì)劃。由于疫情對(duì)業(yè)務(wù)的影響愈發(fā)明顯,此舉正變得越來(lái)越緊迫。梅西百貨在2020年2月宣布將關(guān)閉125家門(mén)店中的45家,作為“北極星”(Polaris)計(jì)劃的一部分。
大多數(shù)關(guān)閉門(mén)店早已顧客寥寥,生意慘淡,成為梅西百貨的沉重負(fù)擔(dān)?,F(xiàn)在,梅西百貨期望把重點(diǎn)放在最高水準(zhǔn)的“A型和B型商場(chǎng)”(A and B malls)中的最優(yōu)商店以及電商業(yè)務(wù)上。在未來(lái)幾年里,梅西將專(zhuān)注于新型、輕型商店,目前,對(duì)該模式的測(cè)試已經(jīng)在進(jìn)行當(dāng)中。
梅西百貨的一位發(fā)言人說(shuō):“正如我們之前所宣布的,梅西公司將持續(xù)削減門(mén)店數(shù)量,將留存的零售網(wǎng)點(diǎn)集中在業(yè)績(jī)優(yōu)異、客流量大的A型和B型商場(chǎng)?!?
數(shù)據(jù)顯示,梅西百貨近40%的收入來(lái)自在線業(yè)務(wù),其還公布,在運(yùn)營(yíng)門(mén)店費(fèi)用方面,公司前三個(gè)季度凈虧損40億美元。由此來(lái)看,閉店的舉動(dòng)并不令人意外。
梅西的在線業(yè)務(wù)實(shí)力提升,加上其主要競(jìng)爭(zhēng)對(duì)手彭尼百貨公司(J.C. Penney)已經(jīng)于2020年破產(chǎn),如此龐大的門(mén)店隊(duì)伍已經(jīng)不再合時(shí)宜。至于那些門(mén)客寥寥的商場(chǎng),就更不必提了。事實(shí)上,由于T.J. Maxx、Ulta Beauty和塔吉特(Target)等零售商店不斷侵蝕梅西的業(yè)務(wù),這家擁有布魯明戴爾百貨(Bloomingdale’s)的零售巨頭多年來(lái)一直在精簡(jiǎn)員工隊(duì)伍。早在2016年時(shí),梅西百貨就關(guān)閉了100家門(mén)店。
梅西百貨的首席執(zhí)行官杰夫?根內(nèi)特曾經(jīng)計(jì)劃在“北極星”項(xiàng)目之下重振其門(mén)店品牌,將旗下四個(gè)品牌孵化成價(jià)值10億美元的業(yè)務(wù),投資于剩余門(mén)店以提高吸引力。2020年11月,他向《財(cái)富》雜志透露,公司還打算推進(jìn)比梅西百貨規(guī)模小得多的新型門(mén)店市場(chǎng),位置也會(huì)和現(xiàn)有商場(chǎng)離得很遠(yuǎn)。
與諾德斯特龍(Nordstrom)、彭尼百貨、迪拉德百貨(Dillard’s)等百貨公司同行一樣,2020年春季,梅西百貨也處在不利位置——在最初的封鎖期間,地方政府并沒(méi)有將梅西視為“重要”零售商。
但即使在大多數(shù)零售商重新開(kāi)業(yè)后,由塔吉特和Old Navy等公司占據(jù)的沿街購(gòu)物中心生意恢復(fù)興旺,室內(nèi)商場(chǎng)卻仍在遭殃。不過(guò)在疫情結(jié)束后,這一趨勢(shì)仍將繼續(xù),梅西的關(guān)店計(jì)劃不會(huì)就此停整。
本周早些時(shí)候,梅西百貨宣布了其公司管理層一系列變動(dòng)的最新動(dòng)作:任命了一名新的首席商務(wù)官。在過(guò)去的13個(gè)月中,梅西百貨的總裁和首席品牌體驗(yàn)官相繼離職,財(cái)務(wù)和數(shù)字主管也進(jìn)行了更換。(財(cái)富中文網(wǎng))
編譯:楊二一
大約在一年之前,“零售王者”梅西百貨(Macy’s)宣布了一項(xiàng)十分富有野心的轉(zhuǎn)型計(jì)劃,包括剝離旗下約四分之一的大型百貨商店。
現(xiàn)在,梅西百貨宣布了自新冠肺炎疫情爆發(fā)以來(lái)最大的一批門(mén)店關(guān)閉計(jì)劃。由于疫情對(duì)業(yè)務(wù)的影響愈發(fā)明顯,此舉正變得越來(lái)越緊迫。梅西百貨在2020年2月宣布將關(guān)閉125家門(mén)店中的45家,作為“北極星”(Polaris)計(jì)劃的一部分。
大多數(shù)關(guān)閉門(mén)店早已顧客寥寥,生意慘淡,成為梅西百貨的沉重負(fù)擔(dān)。現(xiàn)在,梅西百貨期望把重點(diǎn)放在最高水準(zhǔn)的“A型和B型商場(chǎng)”(A and B malls)中的最優(yōu)商店以及電商業(yè)務(wù)上。在未來(lái)幾年里,梅西將專(zhuān)注于新型、輕型商店,目前,對(duì)該模式的測(cè)試已經(jīng)在進(jìn)行當(dāng)中。
梅西百貨的一位發(fā)言人說(shuō):“正如我們之前所宣布的,梅西公司將持續(xù)削減門(mén)店數(shù)量,將留存的零售網(wǎng)點(diǎn)集中在業(yè)績(jī)優(yōu)異、客流量大的A型和B型商場(chǎng)?!?
數(shù)據(jù)顯示,梅西百貨近40%的收入來(lái)自在線業(yè)務(wù),其還公布,在運(yùn)營(yíng)門(mén)店費(fèi)用方面,公司前三個(gè)季度凈虧損40億美元。由此來(lái)看,閉店的舉動(dòng)并不令人意外。
梅西的在線業(yè)務(wù)實(shí)力提升,加上其主要競(jìng)爭(zhēng)對(duì)手彭尼百貨公司(J.C. Penney)已經(jīng)于2020年破產(chǎn),如此龐大的門(mén)店隊(duì)伍已經(jīng)不再合時(shí)宜。至于那些門(mén)客寥寥的商場(chǎng),就更不必提了。事實(shí)上,由于T.J. Maxx、Ulta Beauty和塔吉特(Target)等零售商店不斷侵蝕梅西的業(yè)務(wù),這家擁有布魯明戴爾百貨(Bloomingdale’s)的零售巨頭多年來(lái)一直在精簡(jiǎn)員工隊(duì)伍。早在2016年時(shí),梅西百貨就關(guān)閉了100家門(mén)店。
梅西百貨的首席執(zhí)行官杰夫?根內(nèi)特曾經(jīng)計(jì)劃在“北極星”項(xiàng)目之下重振其門(mén)店品牌,將旗下四個(gè)品牌孵化成價(jià)值10億美元的業(yè)務(wù),投資于剩余門(mén)店以提高吸引力。2020年11月,他向《財(cái)富》雜志透露,公司還打算推進(jìn)比梅西百貨規(guī)模小得多的新型門(mén)店市場(chǎng),位置也會(huì)和現(xiàn)有商場(chǎng)離得很遠(yuǎn)。
與諾德斯特龍(Nordstrom)、彭尼百貨、迪拉德百貨(Dillard’s)等百貨公司同行一樣,2020年春季,梅西百貨也處在不利位置——在最初的封鎖期間,地方政府并沒(méi)有將梅西視為“重要”零售商。
但即使在大多數(shù)零售商重新開(kāi)業(yè)后,由塔吉特和Old Navy等公司占據(jù)的沿街購(gòu)物中心生意恢復(fù)興旺,室內(nèi)商場(chǎng)卻仍在遭殃。不過(guò)在疫情結(jié)束后,這一趨勢(shì)仍將繼續(xù),梅西的關(guān)店計(jì)劃不會(huì)就此停整。
本周早些時(shí)候,梅西百貨宣布了其公司管理層一系列變動(dòng)的最新動(dòng)作:任命了一名新的首席商務(wù)官。在過(guò)去的13個(gè)月中,梅西百貨的總裁和首席品牌體驗(yàn)官相繼離職,財(cái)務(wù)和數(shù)字主管也進(jìn)行了更換。(財(cái)富中文網(wǎng))
編譯:楊二一
Almost a year ago, Macy’s announced an ambitious turnaround plan to modernize itself that included shedding about a quarter of its big department stores.
Now, the retailer has announced the biggest tranche since the pandemic started of those closings in a move that is gaining urgency because of the COVID-19 outbreak's impact on its business. Macy’s will soon close 45 of the 125 stores it said last February it would eventually shutter as part of its “Polaris” plan.
Most of the stores being closed are in weak malls from which shoppers have long since defected and which have become an albatross for Macy’s. The chain now wants to focus on its best stores in the highest-caliber “A and B malls,” its e-commerce business, and in the coming years, on new, smaller stores—a format it is currently testing.
“As previously announced, Macy’s Inc. is committed to rightsizing our store fleet by concentrating our existing retail locations in desirable and well-trafficked A and B malls,” a Macy’s spokeswoman said.
The move is not surprising given that nearly 40% of Macy’s revenue is now coming from its online business and given the expense of running stores in a fiscal year in which the company has reported a net loss of $4 billion during the first three quarters.
Macy’s online strength—coupled with the 2020 bankruptcy of archrival J.C. Penney—has reduced the need for such a sprawling fleet, let alone those stores located in struggling malls. Indeed, the retailer, which also owns Bloomingdale’s, has been downsizing its fleet for years as chains like T.J. Maxx, Ulta Beauty, and Target have eaten into its business. (Macy’s closed 100 stores in 2016.)
Macy’s CEO Jeff Gennette had planned under Polaris to revitalize its store brands and turn four of them into billion-dollar businesses, invest in its remaining stores to make them more appealing, and, as he told Fortune in November, forge ahead with its new, much smaller store format Market by Macy’s, whose locations will be far from malls.
Like its department store brethren, Nordstrom, J.C. Penney, and Dillard’s, Macy’s was disadvantaged last spring by not being deemed an “essential” retailer by local authorities during the initial lockdowns.
But even after most retailers reopened, business continued to boom at the strip centers occupied by the likes of Target and Old Navy, while malls struggled. With those trends certain to continue even after the pandemic ends, Macy’s won’t be missing the stores it’s closing.
Macy’s earlier this week announced a new chief merchant, the latest in a number of changes in its C-suite. In the past 13 months, the retailer has seen its president and its chief brand experience officer leave and has replaced its finance and digital chiefs.