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欧洲百货业的营业额为500亿欧元,占零售额的2.8%。德国和法国所占的比例分别是3.5%和2.8%。从南部到北部,整个欧洲每个国家虽然程度不同,但营业额的下降和所面临的来自大卖场、购物中心等业态的竞争却是完全相同的。为什么欧洲的百货业会失去市场份额呢?原因有两个,第一,欧洲的百货店品种齐全,产品覆盖面广。当你什么都卖时也就要面临不同层面的竞争者,商场就变得很没有效率,不如卖一种产品少而精;第二,卖场营业面积的增长受到很大的限制。在市中心很难找到一个5万平米的大卖场。购物中心的发展也不顺利,过去的时间里很多大卖场发展成了购物中心,如果允许百货业进入购物中心那么他们的市场份额就不是这样了。此外相关的法规也起了一定的作用。
The European department store turnover was 50 billion euros, accounting for 2.8% of retail sales. Germany and France accounted for 3.5% and 2.8% respectively. From south to north, although the degree of each country in the whole Europe is different, the decline in turnover is exactly the same as the competition from supermarkets and shopping malls. Why Europe’s department store industry will lose market share? There are two reasons, first, the full range of European department stores, product coverage. When you sell everything you have to face different levels of competitors, shopping malls become very inefficient, it is better to sell less of a product; Second, the growth of the store business area subject to great restrictions. In the city center is difficult to find a 50,000 square meters of supermarkets. The development of shopping malls also did not go well. In the past many supermarkets became shopping malls, and their market share was not the case if department stores were allowed to enter shopping malls. In addition, relevant laws and regulations also play a role.