Electric Shang Festival Craze just past the traditional department store in advance to show the ability to absorb gold

China Economic network Beijing December 18 (reporter Lee) was a high-profile crackdown on a year of traditional retail industry, finally ushered in the year-end elated moment. Traditional department stores in the early years of the year-end promotional performance increased significantly. And the electric business double 12 promotion basically is "here the Dawn is quiet" the scene compares, the traditional department store enterprise's promotion scene is unusually hot. Facts have proved that the electrical business has not yet stuck to the real shop door, the traditional retail enterprise's ability to absorb gold is still strong.

The reporter learned that as Beijing's first suburban local department stores to carry out sales promotion enterprises, Beijing Huaguan Shopping Center in December 13-16th promotional period, a single shop sales breakthrough 100 million yuan, more than the usual January sales, a strong response to the outside world for its 40 hours in the suburbs do not close the various questions. One of the most concerned about the 369 yuan/grams of gold in the promotion of a few days to trigger more rounds of buying, suburban consumption potential can not be overlooked.

"Combined with the rural consumption of the actual situation and the market analysis before the activity, we estimate that the sales will be 60 million yuan, the maximum may reach 80 million yuan." "Beijing Huaguan Business Management Co., Ltd. General manager Sho Ying told reporters that after the start of the consumer's enthusiasm to let them also unexpected, the turnover has soared, set a new high in all promotional activities, and effectively driven and upgraded the surrounding two km of food and other shops sales." This also shows that as long as the business district targeted marketing innovation, the retail industry does not have the so-called winter, consumers still like to traditional retail enterprises shopping.

Not only is the crown, 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 the "60 hours do not close" promotional, performance breakthrough 300 million yuan, Cui Wei mansion, New Light world has also launched a shop celebration and promotional activities, Cui Wei mansion store sales over 500 million yuan. In addition, including Shanghai Paris Spring, eight partners, 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 traditional sales promotion performance, the electric Dealer's "Double 12" is somewhat deserted, "one months ago, in the Internet to buy things, the next six months more do not need to buy." "Consumer Liu told reporters that the electric dealer's double 12 promotion, she did not consume at all."

Ms. Liu's feelings represent a group of consumers ' mentality. The frequent production of electric dealers has overdrawn the enthusiasm of online consumer spending, and offline consumer passion 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. Industry insiders said that, because the electric business in the "double 11" promotional period spent a lot of cargo reserves, supply chain security, as well as consumer demand, therefore, "double 12" has been difficult to arouse the interest of consumers, so the year-end will become a traditional retail enterprises home. In contrast to the promotional promotions of the electric dealers for the purpose of digesting inventory, the year-end promotions of the traditional retail enterprises are aimed at giving the consumers a better result. In addition, the electrical business is full of a large number of consumer fraud, fake imports, has been criticized, the traditional retail enterprises in the operating capacity, reputation level, word-of-mouth and on the quality of suppliers to the put on, are better than the Junior electric dealer.

Yushuli, general manager of Huaguan Shopping Center told reporters that the sale of the Huaguan Mall has been the full support of all suppliers, all the brands involved in the event. Shopping malls in advance with technical means to lock commodity prices to prevent suppliers to raise prices after the promotion, which also won the trust of consumers, "a lot of consumers in the event a few days before the store to remember prices, promotions to buy, found not because buy 300 to send 300 and raise prices." This gives them a lot of confidence to buy, which is also a powerful boost to overall performance. "

To the China Crown Shopping Center gold 369 yuan/grams, as an example, because the market on the gold price is generally about 410 yuan/grams, and the Crown also in the promotion period is not limited supply, attracted a large number of gold investors and ordinary consumers to buy. Yushuli said that for precious metals or goods, in addition to the price is difficult to dominate the consumer, consumers can not fully trust the online channel, the entity shop is still the mainstream of consumption, Huachuan and other department store business practices is to cater to this feature.

However, experts also 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, in order to maintain sustained performance growth, sustainable development of enterprises. Otherwise, even if you can win the electricity business for a while, it may be eliminated by the market.