On the O2O exploration, the traditional department store is still feeling the stones across the river

Beijing Daily (Reporter Liu Yu) On the O2O exploration, the traditional department store is still feeling the stones across the river. Ereli latest release of "2014 China's traditional department store O2O market and user research report" shows that last year China's online department store chain transaction volume accounted for 1.1% of the overall turnover, accounting for the overall online shopping market transaction size of 0.2%. Although the traditional department stores have reached a consensus on restructuring, but also continue to increase online channel investment and promotion, but the scale of online channels still needs time. Ereli is expected in the next 1-3 years department store online shopping mall B2C market will remain at about 0.5%, there will be no major changes.

O2O in the ascendant, but from the market situation, the enthusiasm for the exploration of the traditional department store industry has weakened. Earlier this year, Wangfujing Department Store, Rainbow Department Store and other e-commerce giant marriages, six months later, although the two-lane interaction is still ongoing, but there are few large-scale landing activities. IResearch research shows that the traditional department store through self-built official shopping site, settled in third-party provider platform and WiFi environment to build and App Marketing O2O market channel layout. However, the data feedback shows that the development of the traditional department store O2O market is not optimistic.

In fact, well-known traditional department stores have started to expand online shopping websites since 2001. Xidan Shopping Center igo5 site on the line, the site has also gone from self to the associates of the mode conversion. The next few years, the contemporary mall, top grade discount, Intime Commercial, Rainbow online store, a new purchase, Guang Baihui, Beijing urban and rural online store, Parkson network, Wangfujing Department Store online store has on-line. Ereli believes that in the exploration of O2O mode, there is not much improvement in traditional department stores because of its retailer identity which has been confined to the management of large-scale products.

Ereli suggested that the traditional department stores through the distribution of the basic attributes of goods and price bands, the analysis of shopping malls in the preferences of the product attributes, rather than just the brand consumer preferences. In order to highlight the true identity of retailers, not just "two-landlord" role. A single product management model suppliers will benefit, suppliers can get department stores on consumer spending preferences, commodity inventory structure analysis report, in order to develop the number of orders to reduce the risk of inventory backlog.

Compared to domestic and international markets, traditional retail started earlier, the pattern has also been changed several stages of maturity. In the United States before the Top20 online retailer rankings, only four pure electricity business, the remaining 17 are traditional businesses. Staples online sales accounted for 42.4% of the Group's total sales. Hills and Macy's online sales account for nearly 10%. The online results of U.S. retailers show that traditional retail businesses are not unsuccessful in their online business.