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彭尼百貨開始破產(chǎn)清算大甩賣,此舉讓同行雪上加霜

Phil Wahba
2020-06-19

彭尼百貨因破產(chǎn)清算開始在136家門店促銷,梅西百貨和Gap等公司將遭受打擊。

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根據(jù)破產(chǎn)保護(hù)程序,美國零售連鎖企業(yè)彭尼百貨公司計(jì)劃永久關(guān)閉136家門店,并已經(jīng)開始在這些門店促銷。此舉很有可能使已梅西百貨公司、科爾士百貨公司和Gap等連鎖公司雪上加霜。

一個(gè)月前,彭尼百貨提交了商業(yè)計(jì)劃,根據(jù)美國《破產(chǎn)法》第11章尋求保護(hù),以走出破產(chǎn)困境,成為更加精益、運(yùn)營更好的公司。彭尼百貨稱,公司計(jì)劃在2021年前關(guān)閉840家門店中的242家,其中包括今年的192家。這些分布在較小市場(chǎng)上的門店,數(shù)量雖多,但在破產(chǎn)前僅為公司貢獻(xiàn)了18%的營收。

彭尼百貨的清算由Gordon Brothers、Hilco Merchant Resources、Great American Group以及Tiger Group負(fù)責(zé)監(jiān)督。這4家公司發(fā)布的新聞稿透露,根據(jù)協(xié)議,本來打折就很厲害的彭尼百貨,店內(nèi)所有商品的折扣將高達(dá)原價(jià)的40%,而珠寶和窗戶裝飾產(chǎn)品等商品的折扣力度更大。

這些協(xié)議會(huì)讓科爾士和梅西等百貨公司同行不好過,因?yàn)檫@些公司受第一季度疫情影響,銷量下滑了一半左右,現(xiàn)在還指望把大量滯銷商品售出。而家居用品方面,競(jìng)爭(zhēng)對(duì)手Pier 1 Imports也宣布破產(chǎn)清算,還沒破產(chǎn)的公司需要打更多折扣與之競(jìng)爭(zhēng)。

彭尼百貨主營服裝,因此還可能擠壓Gap、Aéropostale和American Eagle Outfitters等間接競(jìng)爭(zhēng)對(duì)手和鄰里購物中心;尤其是在這段時(shí)間,這些公司也在想方設(shè)法賣出價(jià)值數(shù)億美元的滯銷服裝。

理論上,彭尼百貨關(guān)閉門店,所在區(qū)域的競(jìng)爭(zhēng)對(duì)手就可能有機(jī)會(huì)贏得市場(chǎng)份額。但梅西百貨、Gap和科爾士百貨的市場(chǎng)份額已經(jīng)被T.J. Maxx、塔吉特和亞馬遜等公司搶占,而這些公司才更有可能因彭尼百貨閉店受益。

美國連鎖百貨西爾斯過去10年關(guān)閉上百家門店對(duì)彭尼百貨和梅西百貨沒有多大幫助。同理,彭尼百貨關(guān)閉部分門店,依然在購物中心營業(yè)的其他門店也不一定受益。實(shí)際上,購物中心里彭尼百貨的門店消失了,顧客人數(shù)很有可能因此下降,對(duì)較低端的購物中心來說更是如此。

即使是彭尼百貨閉店,市場(chǎng)份額所得也不會(huì)立即被競(jìng)爭(zhēng)對(duì)手奪去,在短期內(nèi)還會(huì)造成對(duì)手的利潤縮水。巴尼斯紐約精品店在假期破產(chǎn)清算,使諾德斯特龍、薩克斯第五大道精品百貨店和尼曼百貨的銷量受挫。幾年前,Sports Authority的破產(chǎn)短暫打擊了Dick’s Sporting Goods。

彭尼百貨暗示,很快會(huì)確定下一批關(guān)閉的門店。“少量先前宣布要關(guān)閉門店的地點(diǎn)確定工作仍被擱置,等待進(jìn)一步審查,”公司在周三的博客帖子中指出。(財(cái)富中文網(wǎng))

譯者:夏晴

根據(jù)破產(chǎn)保護(hù)程序,美國零售連鎖企業(yè)彭尼百貨公司計(jì)劃永久關(guān)閉136家門店,并已經(jīng)開始在這些門店促銷。此舉很有可能使已梅西百貨公司、科爾士百貨公司和Gap等連鎖公司雪上加霜。

一個(gè)月前,彭尼百貨提交了商業(yè)計(jì)劃,根據(jù)美國《破產(chǎn)法》第11章尋求保護(hù),以走出破產(chǎn)困境,成為更加精益、運(yùn)營更好的公司。彭尼百貨稱,公司計(jì)劃在2021年前關(guān)閉840家門店中的242家,其中包括今年的192家。這些分布在較小市場(chǎng)上的門店,數(shù)量雖多,但在破產(chǎn)前僅為公司貢獻(xiàn)了18%的營收。首批擬關(guān)閉門店的名單請(qǐng)點(diǎn)擊此處查看。

彭尼百貨的清算由Gordon Brothers、Hilco Merchant Resources、Great American Group以及Tiger Group負(fù)責(zé)監(jiān)督。這4家公司發(fā)布的新聞稿透露,根據(jù)協(xié)議,本來打折就很厲害的彭尼百貨,店內(nèi)所有商品的折扣將高達(dá)原價(jià)的40%,而珠寶和窗戶裝飾產(chǎn)品等商品的折扣力度更大。

這些協(xié)議會(huì)讓科爾士和梅西等百貨公司同行不好過,因?yàn)檫@些公司受第一季度疫情影響,銷量下滑了一半左右,現(xiàn)在還指望把大量滯銷商品售出。而家居用品方面,競(jìng)爭(zhēng)對(duì)手Pier 1 Imports也宣布破產(chǎn)清算,還沒破產(chǎn)的公司需要打更多折扣與之競(jìng)爭(zhēng)。

彭尼百貨主營服裝,因此還可能擠壓Gap、Aéropostale和American Eagle Outfitters等間接競(jìng)爭(zhēng)對(duì)手和鄰里購物中心;尤其是在這段時(shí)間,這些公司也在想方設(shè)法賣出價(jià)值數(shù)億美元的滯銷服裝。

理論上,彭尼百貨關(guān)閉門店,所在區(qū)域的競(jìng)爭(zhēng)對(duì)手就可能有機(jī)會(huì)贏得市場(chǎng)份額。但梅西百貨、Gap和科爾士百貨的市場(chǎng)份額已經(jīng)被T.J. Maxx、塔吉特和亞馬遜等公司搶占,而這些公司才更有可能因彭尼百貨閉店受益。

美國連鎖百貨西爾斯過去10年關(guān)閉上百家門店對(duì)彭尼百貨和梅西百貨沒有多大幫助。同理,彭尼百貨關(guān)閉部分門店,依然在購物中心營業(yè)的其他門店也不一定受益。實(shí)際上,購物中心里彭尼百貨的門店消失了,顧客人數(shù)很有可能因此下降,對(duì)較低端的購物中心來說更是如此。

即使是彭尼百貨閉店,市場(chǎng)份額所得也不會(huì)立即被競(jìng)爭(zhēng)對(duì)手奪去,在短期內(nèi)還會(huì)造成對(duì)手的利潤縮水。巴尼斯紐約精品店在假期破產(chǎn)清算,使諾德斯特龍、薩克斯第五大道精品百貨店和尼曼百貨的銷量受挫。幾年前,Sports Authority的破產(chǎn)短暫打擊了Dick’s Sporting Goods。

彭尼百貨暗示,很快會(huì)確定下一批關(guān)閉的門店。“少量先前宣布要關(guān)閉門店的地點(diǎn)確定工作仍被擱置,等待進(jìn)一步審查,”公司在周三的博客帖子中指出。(財(cái)富中文網(wǎng))

譯者:夏晴

J.C. Penney has begun clearance sales at 136 of the stores it is planning to close permanently as part of its bankruptcy protection process, liquidations that promise to add to the pain chains that Macy’s, Kohl’s, and Gap are already feeling.

A month ago, Penney filed its business plan to emerge from Chapter 11 protection as a leaner, better-run company, saying it would close 242 of its 840-store fleet by 2021, including 192 this year. Those stores, disproportionately in smaller markets, generated 18% of Penney’s pre-bankruptcy revenue. The list of the stores closing first is here.

Deals at the already discount-heavy department store chain will include storewide discounts of up to 40% off original prices, with things like jewelry and window treatments getting even bigger price cuts, according to a press release from the four companies overseeing the liquidations: Gordon Brothers, Hilco Merchant Resources, Great American Group, and Tiger Group.

Those deals could be painful for rival department stores like Kohl’s and Macy’s as they look to unload much of their own merchandise left unsold during the pandemic that lowered their sales by about half in the first quarter. On the home-goods front, another rival, Pier 1 Imports, is liquidating altogether, meaning even more discounting for the survivors to compete with.

Penney, which is heavily focused on apparel, could also squeeze indirect rivals and mall neighbors like Gap, Aéropostale, and American Eagle Outfitters at a time when they too are grappling with hundreds of millions of dollars worth of unsold clothing.

In theory, these Penney store closings could present an opportunity for rivals to win market share in the areas of the closing stores. But Macy’s, Gap, and Kohl’s are already losing market share to the likes of T.J. Maxx, Target, and Amazon, which are more likely to be the benefactors of Penney closings.

Just like Sears’ hundreds of store closings in the past decade didn’t help Penney or Macy’s much, the Penney shutterings won’t necessarily mean a boon for the stores they will leave behind in the mall. In fact, those malls losing their Penney stores, typically lower-quality malls, will likely see a drop in shopper visits.

And even if the Penney closings do mean market share gains for rivals further down the road, it will pinch margins in the short term. Barneys New York’s liquidation during the holiday season hurt sales at Nordstrom, Saks Fifth Avenue, and Neiman Marcus. A few years ago, the Sports Authority’s demise slammed Dick’s Sporting Goods briefly.

Penney suggested additional closing stores will be identified soon. “A handful of previously announced store closing locations remain on hold pending further review,” the company said in a blog post on Wednesday.

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