"Double 12" show cold and cold electricity business New Year's Day or again "Dragon Tiger Fights"

On the eve of New Year's Day and the coming of Spring Festival, a "Dragon and Tiger Fight" between the http://www.aliyun.com/zixun/aggregation/7858.html "> traditional retailer" is being staged. Yesterday, the reporter learned from some of the traditional department stores, it has targeted the adoption of a series of promotional measures, and achieved good results, in the year-end promotional period, performance or will have a substantial increase.

Beijing Huaguan Business Management Co., Ltd. General manager Sho Ying told reporters, as the first suburban local department stores in Beijing to carry out sales promotion enterprises, Beijing Huaguan Shopping Center in December 13 to 16th promotional period, a single shop sales breakthrough 100 million yuan, more than usual single monthly sales.

"Combined with the rural consumption of the actual situation and the market analysis before the activity, estimated sales in 60 million yuan, the highest possible to reach about 80 million yuan." Sho Ying said that the performance also soared, set a new high in all promotional activities, and effectively led and upgraded the surrounding two km of food and other shops sales.

Not only the crown, the reporter learned, to not close the famous Beijing New World department store, in the "Double 11" after more than 10 days after the direct challenge to the electric dealer, from November 23 noon 12 o'clock to 25th night 24 o'clock again set off "60 hours do not close" promotional, performance breakthrough 300 million yuan. In addition, including Shanghai Paris Spring, the first eight hundred, the Pacific (601099, shares bar) department stores have also advanced year-end promotions, passenger flow and sales have increased by more than 50%.

Compared with the sales promotion performance of the traditional department store, the electric quotient's "Double 12" appears somewhat deserted. "What you bought online one months ago doesn't need to be bought for the next six months," he said. "Consumer Liu told reporters that the electric dealer's" double 12 "promotion, she has no consumption.

Electricity merchants frequently make knots to spend on online shoppers, while offline consumers ' enthusiasm for consumption has not been released. Including Taobao, all the well-known electric dealers in the "double 12" to participate in the brand discount strength has also been reduced, and the collective closed performance. In this connection, the industry said, because the electric dealers in the "double 11" during the promotional period spent a lot of cargo reserves, supply chain security and consumer demand, therefore, "double 12" has been difficult to provoke consumer interest, year-end or will become a traditional retailer's home.

Experts believe that the end of the war to prove that the defense of a point of view is not likely to replace the real store, the two will be in the future of parallel development of competition, but their respective positioning is not the same. However, it should be pointed out that the traditional retail enterprises can not blindly in the promotion or price war bayonet, short-term promotions can improve performance, but not a long-term strategy, only through transformation, more thorough analysis of consumer shopping habits change and demand, to maintain sustained performance growth. Otherwise, even if the temporary win the electricity business, may sooner or later will be eliminated by the market.