Local department stores scramble to take advantage of their membership to grab food

Many traditional retailers have been unable to restrain themselves by watching the Internet merchants Step into their "territory". At present, the Guangzhou Friendship store to a nine consecutive days 50 percent preferential way to declare their "friendship net Tesco" official opening. In the previous, the other two major local and Guangzhou department stores and Tianhe City department stores have also been exerting force on the online mall. From offline to online, traditional retailers have been less enthusiastic, and in addition to huge sums of money, are facing the test of a new retail model. But now they have to confront new challenges.

Complete Process reengineering

Guangzhou Friendship Deputy general manager Jiangguoyuan told reporters that the expansion of E-commerce platform has been written to its "Twelve-Five" plan, "in addition to the offline high-end chain, but also to focus on the development of new ways to build a diversified composite retail channels." "In fact, more than a year ago, the reporter has seen the company on the official website low-key operation of this platform." And the same low-key also has Guang hundred department stores and Tianhe City department stores and so on, they have not officially to the outside promotion. It is understood that the canton Bai cargo plan to invest more than 30 million yuan operating E-commerce platform, this April has set up a wide online mall E-commerce company and has started operations. Deputy general manager of Guangzhou Hundred shares, chief operating officer Shangyan told reporters that the online shopping mall in July 2009 has been online, but in the mode of exploration, until last year before deciding to formally operate the business, "E-commerce for the traditional department store is a new industry, must be down to the water to know how urgent the flow." And the choice is now involved, the company is also to see E-commerce market is maturing, consumers from the original only to the pursuit of low prices to more rational. In addition, Shangyan said, traditional department stores do "Electric" is also a process reengineering processes, must first E-commerce strategic planning, based on E-commerce process reengineering, the choice of mode, as well as with this piece of business process strategy and so on. "We also set up independent of the Entity shop Research, finance, production, customer service, material distribution and other departments of the structure." ”

To take advantage of membership to grab food

According to a report released by the China Research Center on E-commerce, the online retail market in 2010 amounted to 513.1 billion yuan, which was nearly doubled in 2009. In contrast, the 2010 China chain Hundred Strong, there are 34 enterprises have opened E-commerce platform, but the sales scale of only about 3 billion yuan, only the equivalent of a customer prudential goods a revenue. How does the gap between traditional department stores compete?

Jiangguoyuan said that brand appeal is a major advantage of traditional department stores, especially the friendship of Guangzhou has more than 100,000 of VIP customers. "Friendship network Tesco" can allow members or non-members experience online interactive shopping experience, through the Internet can also enjoy the company's after-sales service. "We also arranged the POS machine to swipe the card, the member may enjoy the door-to-door integral and so on." ”

Shangyan also refers to the brand effect, "the traditional E-commerce platform of department stores should be more inclined to the shopping experience rather than price competition." "And in attracting customers, she said that wide also has a large membership system, members can be online to change coupons, exchange goods and so can be more affordable than offline."

Model has yet to be tested

Although the blueprints of traditional department stores are good, will it just look beautiful? In fact, at home there is no successful conclusion of the case exists, the industry believes that their model now still need time to verify.

Analysts believe that online and offline channel Conflict, is the current traditional retail enterprises need to solve the problem. At the same time, because the network customers and offline customers are different consumer groups, customer demand is different, so marketing promotion, etc. and traditional retail means are different.

In addition, there are people in the industry said that the traditional department store is only a sales channel, does not own a brand. Now a large number of brands themselves in Taobao, such as the flagship store, this kind of shop price advantage will be more obvious, and this is undoubtedly the traditional department store "net" a big test.