Merchants vs. Electric dealers

It is neither a holiday nor a weekend, and there are still signs of discounting in traditional department stores. Yesterday, in the urban areas of several department stores, the reporter found that in the past in the season and holiday before the promotion spree, now seems to become the normal market, a lot of new products on the Ark began to discount, the same scene, also in various brands of physical stores staged.

Newspaper reporter Liu Wenyan

Multi-brand shutdown

Thousands of physical stores

Xiao 珺 (alias) in the Spring Show Road a department store sports brand counters work. Yesterday morning, from 9:30 to 11 o'clock, into the store's customers not more than 5, only 2 customers to the price of the consultation, of which 1 people heard that playing 50 percent of a winter coat is last year's style, said a "stock of products online as long as 30 percent" left.

"Sometimes there are more shopping guides than customers. Xiao 珺 complained to the reporter. In fact, the physical store deserted is not the case, since the second half of last year, many of the traditional brand of physical store management began to encounter difficulties, on the one hand, the decline in profit, on the other hand, the brand began to close a non-profit shop.

Public information shows that, as of September 30 this year, the authorized operating retail outlets in China were down 1067 from the end of last year. Meanwhile, in the first half of this year, Li Ning, based on the opening of 248 new stores, made a profit assessment of its stores and closed 1200 inefficient stores. Anta Sports has also lost 110 stores in total this year.

Diadona and the general agent of the Fujian region Shi Junqi from last year, began to deeply feel the impact from the line, "a single store of people flow and turnover began to decline, many guests do not buy after the clothes, and some even directly in the locker room to call, let friends inquire about the price of the Internet." ”

Quanzhou, a sports brand in Heilongjiang province, Mr. Chen also told reporters: "The real store sales fell 40% this year, one of the big factor is the impact of online shopping, because the sports brand consumption of the main body is a generation, and this part of the crowd is also the main network shopping crowd." ”

Traditional department stores participate in online shopping festival

The price advantage of the net purchase also forced the traditional entity shops and department stores to participate in the price war. "Since this year, the traditional department stores have significantly increased the frequency and extent of sales, as long as a department store discount, the other several shopping malls followed by discounts, some discount strength even more than the online." "Quanzhou Chain Management Association related Personage tells a reporter.

"The new 70 percent has become a popular market, and inventory is sold at less than 40 percent of the price." "Mr. Chen said. Even some of the international brands that have not previously discounted their posture, Shi Junqi told reporters, in order to cope with the impact of online shopping, their agents and Diadona from the beginning of this year's new products also hit 70 percent.

And many physical stores have started with the electric business platform Positive "Crossfire", this year's "double 11" online shopping festival, in response to the day cat network 50 percent of the promotion, some department stores in the Quanzhou district even played a full 38 percent, some of the merchandise 10 percent slogan, and the electric business Platform grab Food Singles festival "Feast".

On that day, Miss Wang, the citizen, experienced the promotional campaign from the bottom of the line. In the Ocean department store, the original price of 998 Yuan Lady jacket, the price of 99 yuan, the original price of 1200 Yuan men's coat, the price of 300 yuan. Finally, Miss Wang spent more than 1000 yuan to buy back seven or eight pieces of clothing, including coats, sweaters, down jacket and so on, almost prepare the winter clothing.

Offline Dealer Online Shop

"Digital stores into a" look at the freight yard, clothing stores into a "fitting room." "The impact of online shopping on traditional business, but also began to force the traditional business model transformation, with the help of the Internet, traditional retail enterprises began to try new marketing methods and even business model."

"Today the audience is low to 10 percent, 30 percent, the baby bug children's wear ...". "The department stores, such as Broadway and the ocean, began to try micro-blogging marketing and posted discounts on the day of the brand through Weibo. "Shopping online or offline, in fact, consumers are more important than the way shopping, but more cost-effective products." With the help of online marketing, but also to the offline market drainage. "Quanzhou Chain Management Association related personage says.

In addition, some agents began to "shop" to the "electric Dealer" expansion. Aware of the development trend of online shopping, Shi Junqi from last May, the formation of their own corps team, the beginning of the line under the synchronous operation, six months later, online sales reached 20 million yuan, and last year, the annual line of turnover of 30 million yuan.

This year, Shi Jun continue to increase the expansion of the line, while the closure of more than 10 loss of the offline stores, the estimated online sales will be over 60 million yuan, the line is reduced to 20 million yuan.

However, Shi Junqi is not ready to give up the entity shop, because although the electricity quotient has the price advantage, but the entity shop in the shopping experience and the service still has the bigger superiority, "the pure line and the simple line is not the mainstream, the future line will form the complementary, the blending relations under the on-line." ”

"Quanzhou Electric business explosion-type growth" tracking