Pacific department store talk about electricity business: open another window of brand maker

"Http://www.aliyun.com/zixun/aggregation/32866.html" > Billion Power Network News "entity department store is facing the confrontation with electronic commerce, in the process of line online under the channel conflict, Its internal structure has also undergone fierce confrontation and transformation.

May 4 News, billion Bang power network in the dialogue Shanghai Pacific (601099, department store chairman Guo Zhipeng when he learned that its electrical business Xujiahui (002561, shares bar) mall has been officially launched, electric dealers can provide more extensive coverage for the brand, this is offline entity department stores do not reach.

In Guo Zhipeng's view, the value of the electric business channel is not to clean up the market inventory for the Entity department stores, but also to seek new value-added incremental space for the traditional brand to improve the precision of the sales. "With the electric dealer such a window, you do not just under the line there is a door, you have a window, this to the manufacturers into 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. ”

According to billion power network to understand, usually physical department store radiation radius of roughly 30 kilometers up and down. For example, Xujiahui business district, the former residents of Shanghai suburbs will come to Xujiahui shopping, and now the radiation radius is shortened to 10 km, the future may be five kilometers. In the face of such changes, E-commerce appears to be particularly important. "We have to have another channel to help offline manufacturers including members to provide value-added, incremental multi-channel choice. ”

According to Guo Zhipeng revealed that the line of a quarter, Xujiahui Mall each month in order to increase the speed of 100%, while facing the national market, so that the Pacific department stores can focus on more than two or three of the city. Although the two or three-line city of the department store development is still slow, but the Pacific department stores want to promote the development of these city department stores through the electric business.

Guo Zhipeng pointed out that, Xujiahui Mall electric Network under the line of online pricing strategy is divided into two parts: new and offline entities adhere to the same price, over the season in accordance with the way the Internet to operate. And in the overall strategy, the first line of manufacturers to gradually introduce online, and then expand to data mining, data finance, points mall, the establishment of overseas characteristics Museum is a must pass stage.

In the provision of differentiated service providers, Xujiahui Mall would like to play itself as a small and refined enterprises, the user is also a non price-sensitive people, so as to avoid with the cat, Beijing-East confrontation. "A lot of people value prices at the same time, the future will certainly be someone to fancy values and brands, or even fancy privacy." You can't define all the stages with a certain stage. ”

Billion power network learned that since the early in the hundreds of online supermarkets, Xidan love shopping "net" since 2012, became a physical department store into the second climax of the electric quotient. To Parkson, Xujiahui Business Circle, Wangfujing (600859, shares bar) department stores and other high-end department stores have set up online shopping malls. At the same time, Wanda, the big Yue City, such as commercial real Estate mall also began in various ways to the Internet.

However, throughout the department store retail industry, there is no rapid online to form large-scale success stories. And Ma Yun and Wang Jianlin about physical retailing and e-commerce who can become a decade after the protagonist controversy, has become the industry's gossip talk.

In this respect, Guo Zhipeng said, physical department stores in the transformation of E-commerce will indeed be greatly challenged, must come up with the courage of the revolution. The biggest obstacle of traditional enterprises in the process of transforming electric power is the determination of management. "A lot of traditional companies fail to live on the case, we do not evade." This depends on the traditional business positioning of e-commerce, as well as development strategies and differentiated content, these are key. Whether you really do it or whether you want it to be long or just as a tentative thing. ”

On the other hand, traditional department stores also need to choose the right timing. Every industry has a life cycle, the traditional enterprise has experienced the high growth in the past 20 years, now is the electric business enters the fast growth mature stage the new business pattern has the very strong challenge to the traditional operation mode, the Pacific department store chooses in this time node to penetrate the line to have his truth.

"E-commerce is very important two characteristics, precision and refinement, which traditional enterprises do not have." Through the online platform and offline interaction, I can tell consumers, as long as the shopping mall, we know consumption preferences. can also tell us the manufacturer and entity department stores, in the choice of goods, supply chain choice must pay attention to and serve our customers. Guo Zhipeng admits.

It is reported that the Pacific department store since the opening in 1952, has accumulated 60 years of offline retail experience. Xujiahui Mall in December 2012 officially on the line, its behind the Xujiahui Mall Group's Huijin department store, Hong Kong Heng Long Plaza, Pacific department stores, Shanghai No. 600 goods, the United States Luo and other services in Xujiahui business district of the entity department stores, with strong supply chain resources.