< p > according to the statistics of the China National Business Information Center, the retail sales volume of 50 key large retail enterprises increased by 9.5% in the 1-12 months of 2013 compared with the previous year, and the growth rate dropped 0.8 percentage points over the previous year.

Among them, in December, the sales volume of 50 key large retail enterprises grew by 8.8% under the promotion of individual enterprises.

The major retail sales of household appliances, daily necessities, food, clothing, cosmetics and gold and silver jewellery were 15.6%, 19.1%, 10.7%, 2.5%, 3.6% and 17.7%, respectively, in December.

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< p > from 2013, the sales growth rate of the whole year can be clearly seen that the sales of large retail enterprises in China continue to bear great pressure. "Policy", "rush to buy", "promotion" and "pformation" are the four major themes of the annual sales, and the sales performance of the main categories of commodities is obviously different.

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< p > throughout 2013, the first theme of the sale of large retail enterprises is: the central government has issued a number of policy rules for unhealthy practices such as severe corruption, waste, public money gifts and consumption, which has a certain impact on the sale of large scale retail businesses, such as shopping card consumption, high-end goods and < a href= "//www.pmae.cn/ news/index_c.asp" > luxury goods < /a > sales.

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＜p＞　　根據中華全國商業(yè)信息中心的統(tǒng)計，2013年1-12月，50家大型零售企業(yè)食品類零售額同比增長11.8%，增速較2012年下降2.4個百分點;煙酒類零售額同比下降4.6%，是近三年來首次呈現負增長;服裝零售額同比增長4.1%，增速較上年下降5.9個百分點，對整體零售額增長的貢獻由2012年的31.4%降至2013年13.8%，下降17.6個百分點，其中＜a href="//www.pmae.cn/news/index_c.asp"＞男裝＜/a＞類銷售下滑最為明顯，全年零售額同比下降0.6%，與2012年的11.3%和2011年的22.9%的增長水平相距甚遠;日用品零售額同比增長7.5%，增速較2012年下降3.2個百分點，其中鐘表眼鏡類零售額同比僅增長0.1%，較2012年下降5.5個百分點，較2011年下降28.6個百分點，增速下降幅度十分明顯;化妝品零售額同比增長9.2%，增速較2012年下降3.4個百分點，其中香水類零售額同比僅增長3.3%，較2011年和2012年分別下降了17.0和12.2個

Percentage point.

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< p > throughout 2013, the second theme of the sale of large retail enterprises is panic buying.

According to statistics, in 2013, the international gold price dropped by nearly 30%, and the gold rush from April almost lasted until the end of the year, which led to a large increase in sales of gold, silver and jewellery commodities in large retail enterprises.

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< p > 1-12 months in 2013, the retail sales of gold and silver jewelry in 50 large retail enterprises increased by 27.3% over the same period last year, and the growth rate was 16.4 percentage points faster than that in 2012. From March, the growth rate of goods and commodities in the 5 consecutive months has remained above 20%. In some months, it has even exceeded 40%, contributing 30.6% to the overall retail sales growth and 18.8 percentage points higher than 2012.

If gold, silver and jewellery were deducted, the growth rate of retail sales of 50 retail enterprises in the whole country will be reduced to 7.4% in 2013, which will also increase to 2.8 percentage points compared with 2012.

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< p > throughout 2013, the third theme of sales of large retail enterprises is promotion.

Over the past two years, under the impact of online sales, the passenger flow of large retail enterprises has decreased significantly, coupled with the impact of policies, the growth pressure of sales faced by large retail enterprises has been further increased. In dealing with the difficulties and coping pressures, large retail enterprises have greater sales promotion and stronger purpose.

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< p > 2013, large a href= "//www.pmae.cn/news/index_c.asp" > retail enterprises < /a > sales promotion, the discount rate was significantly increased, and the promotion was further normalized. In the competition with online enterprises, large retail enterprises even appeared "small section promotion" and "no Festival" phenomenon.

According to statistics, in 2013, the price of clothing sales of 50 large retail enterprises decreased by 2% compared with the same period last year, which is in sharp contrast to the 10% growth in previous years. Although sales promotion did not lead to a substantial increase in clothing retail sales, sales of clothing sales increased by 1.7 percentage points over the same period in 2012, reaching 6.4%. At the same time, with the help of the real estate market and the upgrading of products, the sales promotion of large scale retail enterprises also achieved more obvious results. The total retail sales grew by 14% over the same period last year, a 9.5 percentage point increase over the previous year, a 6.1% contribution to the growth of retail sales, and a 4.3 percentage point increase over 2012.

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< p > > first, mergers and acquisitions, closing stores and reorganization enhance competitiveness. In 2013, Wangfujing bought spring department stores, Cui Wei integrated contemporary shopping mall and Gan Jia Kou general merchandise, Bailian Group reorganized its Bailian joint stock and friendship shares, etc. < /p >

< p > Second, O2O pformation, some large retail enterprises use micro-blog, WeChat and other social new media to carry out diversified marketing to achieve coordinated development on line and offline; < /p >

< p > Third, adjust the commodity structure, and large retail enterprises increase the area of dining and entertainment to drive the passenger flow.

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