Guo Zhipeng: Xujiahui to do differentiated electric business platform

"Billion Power network" recently, the eighth session of the SME E-commerce Conference and 2013 (business-to-business) executive meeting held in Ningbo, the General Assembly by the Ministry of Industry and Information technology to promote the guidance of the Department of Information, Ningbo People's government support, billion power network, Ningbo Haishu District, China Unicom (600050, Stock bar), Lenovo Yang Days, Dongfeng Julonna Zhi, train of thought nets, the Pegasus Brigade Joint co-organizer, Haishu District through the Trust Bureau specific contractor. In the meeting, the media to Shanghai Pacific (601099, shares bar) department store chairman Guo Zhipeng an interview.

The following is a transcript of the interview:

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

I introduce myself first, I am not only the Pacific department store Shanghai Chairman, but also the Shanghai Xujiahui (002561, shares bar) mall Group VP and E-commerce General Manager. Xujiahui everyone has been to, is the only state-owned enterprises operating the business circle, in addition to the Pacific Department stores, Huijin department stores, 600, the United States, Hong Kong are our sinks.

Journalist: The frequency of the traditional department stores these years is very high, but so far very few department stores can stand out and say I do very well. It is understood that the Pacific department store was December 18 last year on the line, after the operation of the quarter, and you expect anything different?

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

A quarter passed, we are very good development situation, just mentioned a lot of traditional enterprises on the failure of the case, we do not evade, depending on the traditional business of E-commerce positioning and development strategy, as well as differentiated content, these are key points. Whether you really do it or whether you want it to be long or just as a tentative thing. The biggest problem with the traditional business is the determination of management, do you have the determination to insist on doing it well, because we opened the shop in 1952 years, there are 60 years of experience under the line, we very much hope that can be made, do one step by step, but also abandon the traditional electric business impetuous mentality: in the short term will reach a certain PV, order quantity.

Reporter: "E-commerce" in the word, is electronic important, or business important? Many of us know that E-commerce enterprises are the people of the Internet, we are relatively traditional enterprises into the field of electricity, and now the electric business site on their content or supply chain of the view?

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

A very good question, electronics or whatever, business is good, can not say who important, who is not important, can only be said that they play a different role, electronics is only a common means of aggregation, business is always our source of things, our logic lies, we are after all selling services, selling products, which we are very concerned about. After 20 years of rapid development of traditional enterprises, any industry has a life cycle, we are very concerned, this is why we do e-commerce reasons, to a rapid growth, maturity stage, is not already or is about to enter the decline period, or a new business model for your traditional operating mode has a very strong challenge , I think we're probably at this stage. E-commerce is very important two features: precision and refinement, which traditional enterprises do not have. Precision, I do not want to talk too much, people than I know better. Data, consumer data, consumer interaction, consumer evaluation of the manufacturer, which is not available in traditional department stores. and precision, what kind of people like what things, in the past, the little girl came to us to buy cosmetics, I do not know what you buy, but through the online platform and offline interaction, I can tell you, you just go to our shopping mall, I know your consumption preferences, I can tell our manufacturers and physical department stores, In the choice of goods, supply chain, we must pay attention to and serve our customers.

Reporter: Pacific department stores in the future how to solve the problem of online and offline barriers?

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

This is all the traditional department stores, why many do not understand do not support, go to the root of the future cannot go down. Not only is the Pacific department store, we are standing in the whole business district complex and physical department stores angle, brand must respect, but the brand in recent years has also changed, they have their own E-commerce team and E-commerce products. In this process, we insist on line with the same section, the same price, must adhere to the principles of business, I am talking about the new products, sales promotions, according to the internet to do, this is not the same. We will also tell the manufacturer, with me such a window, you do not just under the line there is a door, you have a window, so that the manufacturers settled in our offline department stores also have benefits. Otherwise, the manufacturers in the bleeding, discount promotions, less profit points, but the radiation surface is getting smaller, everyone will die, this does not work. So we see our online, orders every month in the number of 100% in the rise, has been geared to the national market, the original physical department store radiation may be 30 kilometers, live in the suburbs of Shanghai Xujiahui to buy; it is now possible to 10 kilometers, and then to the back may be five kilometers. In the face of this must have e-commerce, we have to have another channel to help offline manufacturers, including members to provide value-added, incremental, multi-channel choice.

Reporter: We know that in general, online and offline there are a lot of differences, many consumers choose the electricity business because it is cheap, convenient, how these products to measure its online pricing?

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

We can not take all, we have always insisted that they are small and fine enterprises, not jingdong, not Taobao, the price is more sensitive to this part of the crowd, I also hope you go to that place. I believe that a person to buy a commodity, may see not only the price, at least I am so, if you go to Xujiahui Mall to buy a woman bag, the most expensive certainly is our xujiahui, many people value the price at the same time, the future will certainly be someone fancy value and brand, even fancy privacy. I may be 20 years old when I can not afford to buy in Xujiahui, a pair of shoes can not afford, but to the 35-year-old I have accumulated, worthy of my pursuit of the brand and quality of the corresponding services. Consumers are also divided into different stages, when there is no money you drink yellow wine, to a certain stage you drink XO, you can not use a certain stage of things to define all the stages.

Reporter: Online turnover, do not know what you think of the Spring department store things?

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

A particular case cannot be a full representative. Indeed, if the Entity department store is not like the rapid transformation of the Mall group, the future prospects will be greatly challenged, even if the physical department store competition is very fierce. Spring department Store I have heard, but I think, physical department store itself to the revolution, we as the line to support the development of physical department stores, we also face online competition, so I think the competition is the eternal theme, this question is too broad, I can not go further.

Reporter: Ningbo has a Yintai department store, now also doing e-commerce, do not know you have no concern? Is there any better experience sharing in this area?

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

Yintai department store did earlier, the upfront investment is very large. In fact, we did a year of research on the Internet industry and on-line department stores at the beginning of the online our future competition is very insistent on our differences, our differentiated characteristics are: I am not a simple sell, more is to help manufacturers improve the accuracy of goods, to help consumers improve the online offline at the same time customer experience, will also open the characteristics of the South Korean pavilion and Taiwan Pavilion. We are Miao red, is the traditional state-owned enterprises, manufacturers trust us, consumers have a good reputation, we also with the royal network, including billion power are very good partners. At first we were babies, why everyone is willing to surround you, I think the word of mouth is very important, including our differences, including our experience in physical department stores for nearly 60 years and the thickness of the brand, I think is not the same, plus we have a very strong government background. In the follow-up development, we also have points mall, which is very different from the Yintai. There is also the payment area, because our physical department stores are doing very well, we have listed companies, in the data financing this piece also has very good products, so I think, sell goods is only a stage of our business, the future we will certainly point mall, data financing, including South Korea Pavilion, Taiwan Pavilion are integrated. South Korea, Taiwan, the Far East is our strategic partner, you do not have to go to Korea, Taiwan can buy very good goods, this is our different from other places. The biggest difference is that the special emphasis on allowing customers to buy at ease, I believe we have unsuccessful online shopping experience, here we can shorten the time and cost of the products you buy.

Reporter: The Pacific has accumulated a lot of user information, how do we work on user data analysis? The second site has been operating for some time, from the physical store and online store analysis, user differentiation, there is no work in this regard?

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

Can not say, we are online less than six months, you just mentioned these problems is our future development direction, data mining and value-added services must be our E-commerce platform is very concerned about.

Reporter: How much is the input?

Guo Zhipeng, Chairman of Shanghai Pacific Department Store

We have a technical team and a financial management team, because all vendors are settled by us. In addition, we have more than 200 manufacturers, offline or a large number of manufacturers did not come in, because these manufacturers do not have e-commerce experience, not to mention a large number of data accumulation, the next step to let these manufacturers gradually online, and then accumulate data, we and they are interested in the data out.

The top 500 in the United States have a special enterprise is to do data analysis, it has become a very large consulting business, this is a very good case.

Shanghai Pacific Department Store chairman Guo Zhipeng: I hope you click on www.xjh.com, constantly give us advice.