Electric Business carnival, traditional commerce don't panic

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(Reporter Wang Mei) "Double 12 you Amoy?" "became the most common greeting in the online shopping group in recent days. While netizens share online shopping experience, merchants pay more attention to the influence of online shopping on traditional business.

According to Wu City Commerce Bureau Monitoring, this year's Mid-Autumn Festival, National Day 8 days, the city 18 large shopping malls, supermarkets to achieve sales of 528 million yuan. Only one year in Xinjiang, the Internet users in Taobao and the cat's online shopping costs reached nearly 8 billion yuan. In the face of the menacing tide of online shopping, where should traditional business go? This reporter interviewed the Xinjiang Internet Association secretary General Li Peijun.

Reporter: Whether it is the big Taobao or Xinjiang netizens in Taobao online shopping volume is doubled, which will affect the traditional commercial shops?

Li Peijun: Have to admit, the network lets the consumer realize the convenient shopping at home, plus the price advantage of the promotion activity, the traditional department store industry certainly will be affected. Taobao and the miracle of the cat, plainly is low price, and this is almost the traditional business form of "fatal point." But I think that traditional business shops need not panic, but to actively respond. E-commerce has an impact on traditional commerce, but it is not "wolf".

The advantage of the electric dealer is the low price, convenience, while the physical store's advantage is the first time the product update and experience; The audience is also different, the line for the low, online novelty, for the new market speed and products, services, after-sale, etc., under the line more advantages. For consumers, the process of shopping is not only an experience, but also enjoy the process, in the experience of developed countries, online shopping and physical stores is not an alternative relationship, but each has its own market space.

Even if the same brand of goods, online and physical stores will be different, department stores have a very good experience shopping environment, so the traditional department stores do not have to panic, but to actively respond, planning to launch the online mall, to achieve "two legs" walk.

Interviewer: You just mentioned the experience of the developed countries, how do you think about the current business situation in China?

Li Peijun: I have a data that 6% of Chinese netizens buy online every day, 33% of Chinese netizens buy online each week, while in Europe the data are 1% and 5% respectively. On the face of it, this means that Chinese people prefer online shopping, but it is a reflection of the uneven development of our traditional business.

E-commerce should be a direction of diversified development of traditional commercial enterprises. The Ministry of Commerce has also proposed to further support the traditional commercial enterprises to promote the development of e-commerce, promote the integration of the physical market and the online market, and promote commercial enterprises to network sales drive store sales.

China's traditional commercial facilities in the eastern coastal developed areas are relatively dense distribution, the Midwest is relatively sparse, just very suitable for the characteristics of E-commerce across the region. Many users, he wants to buy things in the local can't buy, through the internet can be bought. E-commerce satisfies a variety of strange needs, while the traditional business is to meet a mainstream consumer demand.

Reporter: On the one hand is more and more online shopping volume, on the other hand, Xinjiang, including Urumqi, new business projects are more and more, but the price of shops is more and more expensive. What do you think of this phenomenon?

Li Peijun: This also shows that the online shopping boom does not mean that the physical stores will die. In recent years, the entity shops from a single "sell things" function to "lead the fashion", "advocating lifestyle", attract a considerable number of consumers.

Taobao's commodity prices are cheap for a number of reasons, purchase channels, operating costs, supervision and other factors caused this asymmetry. Physical stores of goods channels, operating costs, after-sales service costs are far higher than the network shop, spell Price is no way out. It is unscientific and unreasonable to simply compare the sales or prices of the two.

Although the department store is also constantly in the price of efforts to give consumers more returns and benefits to attract more consumers into the shop, but the entity shop is more willing to work in the shopping environment, customer experience.

Like some big shopping malls in the mainland have their own online mall, business model is indeed changing, E-commerce is bound to be the future of the new space, the European and American network shopping companies are mostly traditional retail enterprises.

The rising cost of similar shop rents has also exacerbated the traditional retail business burden. A survey by China Chain Management Association shows that the biggest difficulty facing retail companies this year is the increase in operating costs, including rental costs and labor costs. Among them, the chain enterprise renewal rent cost on average rose about 30%, labor cost average up 15%, this to net profit margin long-term in 1%-3% retail business is a great challenge.