Traditional department stores in turn will be difficult to test hydro

In the face of the impact of department stores, experts believe that not willing to invest, traditional department stores in turn to test the utility will be difficult to do.

"The Electrical Business department Stores" to the traditional department store brings a great impact, "department store electric Business" but on the thin ice

Recently, Gome Online mall announced outside the main home appliances and consumer electronics products, add "Daily necessities Channel", category coverage of outdoor equipment, sports fitness, toys, gifts and other commodities. In the future, the Gome online shopping mall can not only buy electrical appliances, with the gradual expansion of the operation of goods, but also to buy merchandise goods.

Suning easy to purchase also announced, from April 25 onwards, will be on line air tickets, hotels, liquor, financial products, lottery and other categories of sales.

Previously, Beijing-east, when, red children, excellent Amazon and so on, have entered the department store industry, Development for the online mall.

Industry insiders said that the Department of General merchandise is mainly due to the development of the demand, the current website of the general trend of the Department of Business is accelerating.

Electric dealer research and development investment less than 1% sales

According to Jing Lingbo, vice dean of the Institute of Finance and Strategic Research, Chinese Academy of Social Sciences, 2011 China's E-commerce volume of about 6 trillion yuan, retail business-to-business, consumer-to-consumer two parts accounted for 4%. After "Twelve-Five", the forecast ratio will exceed 9%.

Although the Department of Electrical business has brought a great impact to the traditional department store industry, but at present, many traditional department stores are still cautious about the pilot.

Until last year, the store network has been extended to the new World department stores nationwide, and finally in the field of online shopping "belated", the online e-commerce platform. At the same time, the regional department store giant Canton Group also announced that formally set up a branch, independent operation online business.

"The current Chinese department store website, mainly the introduction of goods and other information, but very little sales, and the Japanese department stores have electronic sales, the regular introduction of some brands online discount limited time or free shipping and other activities, with the physical store sales, the current amount of their online shopping, the annual rate of 15%-30% growth. "Japan Department Store Association executive Director Rice Gang Raiyi said."

IBMG International Business Management Group chairman Li introduced, today's department stores, the retail face is a large number of, and even after 2000. They prefer the lifestyle of electronic shopping. Therefore, the development direction of electronic commerce is inevitable. Today's e-commerce is not to do a website, but there is e-commerce thinking, better study of these generations, the consumption characteristics and characteristics, their brand and a variety of consumer environment understanding, can really in-depth analysis of customers, the future, who can grasp the needs of customers, who is the best retailer, " And how much is the traditional department store's investment in electricity quotient? Not even 1% of sales are being developed. "Jing Lingbo According to think, not willing to invest, the traditional department store test Hydro will be difficult to have as."

Guang Hundred shares (002187, shares Bar) Co., Ltd. deputy general manager Shangyan said that the traditional department stores do E-commerce process slowly, because they did not find a very suitable for the entity of the e-business model. "What is the standard of success or failure of e-business enterprises?" How big is it? Or are you going to make a profit? Or continues to grow? "Shangyan feel that the whole society on the evaluation of e-commerce standards are very messy." For example, Jing Dong did very well, but according to the data, they lost billions of yuan. Some people say that the south did a good job will finally be listed in the United States, but the stock market on the day the shares fell 15%, the share price is still lower than the issue, last year, according to its announcement loss is more than 100 million U.S. dollars.

Shangyan that, no matter what business, making money is the first priority. "Now, the entire e-commerce industry costs in an unreasonable state, a lot of input, but the output is very small, the focus of consumers is still on the price, that is, sacrificing your profits to pursue the share of the enterprise is not a long-term way." So we do not follow suit, but look for more suitable models to invest and promote. ”

Associate into a department store net price barrier

In fact, E-commerce is indeed a huge loss of the industry. The first to try the online business of Xidan shopping malls, Beijing Wangfujing (600859, shares bar), Shanghai Hundred, contemporary and other traditional department stores, it seems that its online business is not successful.

Among them, Xidan shopping mall in 2001 built Igo5 Love shopping website. It is reported that to February 2010, the IGO5 website has achieved profit, sales of more than million yuan, but relative to the Xidan ground entities shop single shop 1.2 billion yuan a year of revenue is still not enough for the road.

A person in charge of the contemporary mall admits, because the traditional department stores only to open up new sales channels, hope to find new profit growth point, "because there is no independent procurement and inventory, so the price advantage of the shop is not obvious." "Basically, shop discounts and physical stores are similar, if it is a gold member, in the physical store can get a discount or even lower."

Du Baoxiang, executive vice president of Beijing Wangfujing department Store (Group) Co., said that on line business, they had tried three or four years ago, when Chengdu store, Changsha shop are doing, but the effect is very bad. Later, after repeated discussions, it was felt that the current pool approach was a major impediment to development. Because the main line is the price, convenience. And the department store is now basically a joint venture, which means that the price of the commodity is difficult to agree, especially some hot goods.

Electricity dealers and department stores need to integrate and develop

It can be said that so far, no domestic department stores have explored a more successful model.

The emergence of silver Thai network, has been the industry high hopes.

February 2010, Yintai department store officially set up in Beijing Yintai E-commerce Branch, the same year October, "self-mining, self-marketing mode" of the Silver Thai network officially on line.

According to Silver Thai network CEO Liao Bin introduced, Silver Thai network is not a simple extension and copy of Yintai department store, but by the Yintai department store Holdings, focused on boutique fashion department store business E-commerce platform large.

Linya, secretary General of Beijing Electronic Commerce Association, also believes that compared with the traditional shop, Silver Thai Network is a more thorough e-commerce, but since the construction of warehousing logistics, self-built distribution system, but also organized a huge team, in the investment, there will be more pressure, from the current point of view, may not be very cost-effective.

2011, Silver Thai network has planned sales can reach 800 million-1 billion yuan, but only achieved 600 million yuan. Liao Bin also said that the Silver Thai network is still in a loss state.

However, at present, traditional department stores in many ways, and actively strive to do this thing, because, in the face of new competition, for the traditional retail industry, the promotion line under the integration of development imminent.

Jing Lingbo that, do not put e-commerce and traditional department stores absolutely opposed. In time, E-commerce will occupy all industries, even including the payment of utilities and so on. The biggest mistake at the moment is that it is absolutely against the department store and the electricity quotient, in fact, they are only different retail methods, only the organic combination of the two, the spring of China's retail industry will come.

This edition/Beijing News reporter Lin Wenrong

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