Electric business channel or impact line pricing system: Price return to trend

November 11, a originally belong to the festival of singles, the Electric Business enterprise Carnival count Money feast. On the day only on the cat platform, it produced close to 100 million transactions and 8000多万个 need to mail parcels, and Alipay total turnover of 19.1 billion yuan.

Behind these figures is a renewed debate on the subject of the electricity dealers ' threats. Under the aggressive offensives of the electric dealers, some traditional channel operators expect that their November or even the entire 4-quarter performance, will have a more substantial shrinkage. What about the future? Become a problem that many traditional retailers have to think about.

Has the traditional industry summary, the "double 11" to the traditional industry's biggest impact is the pricing system, formerly prone to 6~8 times based on the price of retail pricing, the future will encounter electricity business containment, price regression will be a trend. In addition, the best selling is not Amoy brand and vertical electrical goods, but the line under the integration of the brand, so not the traditional channel will face extinction, but how to organically combine E-commerce. Finally, for the traditional enterprises, lean management will determine the future.

Physical store should be on the front of the threat

A number of garment industry line channels, said, even in the "Double 11" on the day of the store goods on a large range of price adjustments, but the performance is still not ideal.

November 11, live in Shanghai Xinzhuang Wu, in the vicinity of the Dragon Dream Mall bought his favorite has been a man's clothing brand windbreaker. Instead of shopping online, he buys it through a physical store. "' 11 ' before this windbreaker, has been hold live did not buy, sure enough to ' double 11 ' on the discount. "Mr. Wu said, the original price of 2500 yuan Windbreaker, even in the" 11 "period there is no discount, to" Double 11 ", instead of 60 percent of the price of income in the bag.

"Double 11" became the Electric Business Carnival day, also let more physical store sellers more ready. "This year's ' Double 11 ' features, on the one hand, there are more big brand brands, including Jack Jones and so on to join the electric dealer discount camp, but on the other hand, more and more physical stores feel the impact from the line, they also prepare early to deal with. "said Ruzenwang, an e-commerce expert.

In fact, the traditional retail cycle, because of the previous "11" Golden Week, after the Christmas season, November is not a sales season. But the appearance of "Double 11" not only changed the online shopping ecology, but also let a lot of enterprises focused on the line changed the cycle of stocking and promotion. "Double 11" That day, the reporter in Shanghai's Wujiaochang shopping district see, many usually rare discount merchants, also played an attractive discount on the day.

"2011, the National department store sales ranked the top three, Beijing Xinguang World's annual sales of 6.5 billion yuan, Hangzhou mansion for 6 billion yuan, and Shenzhen Vientiane City, the number of 5.2 billion yuan, three annual sales total, still less than 19.1 billion yuan." "UTA Fashion Management Group CEO Yang Dayun can not help but sigh in the microblog, under the high rent cost, the traditional retail still have a chance?"

Cat CEO Zhang Yong told reporters they collected the other two figures, in this year's "11" Golden Week, Shanghai's 395 major commercial enterprises, including more than 5,000 outlets, 8 days, the total operating income only 6.4 billion yuan. "Double 11" on the same day, the amount of online shopping accounted for the total social merchandise retail sales of 30%. He believes that in a few years, this ratio will become the norm.

The electric dealer to the entity shop brings the performance impact also very obvious. A number of clothing industry under the line channel to the "China Business newspaper," said the reporter, even in the "Double 11" on the day of the store goods on a large range of price adjustments, but the performance is not ideal. As retail itself is in a weaker economic cycle, sales in November and even the entire 4 quarter are expected to fall 30% to 40%.

The trend of integration under line

Line to do a good job of product display, service and experience, online has become the main platform for transactions.

Is the result really as pessimistic as many people predict, or will the traditional business be eliminated if it turns too slow? Even in the online retail industry, this is a hot topic in recent days.

Cat announced the three in the "Double 11" on the day the sale of hundreds of millions of merchants, respectively, Jack Jones, camels and whole friends, covering the men's, footwear and home three categories. "This is really the biggest impact on the offline business three categories, they have enough profit margin to online discounts," said Anthony Cheung, general manager of Shanghai Lion Lattice Consulting Co., Ltd.

But it is precisely the three brands that have sold billions of dollars, and there are enough physical stores and brands to cover them online. On the other hand, some of the above categories of pure online sales of vertical electric dealers, the current day is not good. This also proves that the future of online and offline integration of the trend becomes apparent. such as footwear and clothing needs offline experience and service category, if it can be made online under the integration, both experience and price will be more development prospects.

First, the traditional retail enterprises must see the trend of the electricity quotient, seize this channel as soon as possible, and change their business model. As a former clothing enterprise in Shanghai opened 200 stores, the basic coverage to this area. But in the future, the need to open the store does not need so much, may 5~10 home, the line to do a good job of product display, service and experience, online as the main platform for the deal. On the other hand, there is no need to exaggerate the threat of electricity dealers, and traditional industries will never die.

Ruzenwang also said that Suning model is worth many traditional enterprises for reference, as a traditional chain of electrical equipment boss, in the sense of the threat of electricity, on the one hand, positive development on the line, the resources of their own offline and E-commerce to do docking, on the other hand to the store under the transformation and upgrade, with fine management to offset the inferior cost of the line. In foreign countries, the Department of general merchandise industry has completed this transformation early, so that e-commerce to become its offline business supplement.

Electric Dealer Impact Clothing Pricing

Only if the commodity price of the line returns to the reasonable location, can we regain the right of discourse in the competition with the electric dealer.

"Double 11" the same day, the appliance business Platform on the goods, discounts the strength of the people, but also let a lot of consumers have doubts, why many products in the fold after the sale of businesses can still guarantee profitability, this means that the past commodity sales price too high?

Such doubts are not just the result of the electricity business War. A clothing industry personage told reporters that in an ordinary mall in the United States, Levis a pair of jeans price, often only 30~40 dollars, and the same jeans in the domestic market pricing, is often the price of several times. Put aside the corresponding tax, such pricing is still very unreasonable. But the high price is not only in foreign brands, most domestic brands are the same.