The commercial mall that plots national department stores

Starting in the Hundred Reading Club, the original link: http://www.ibaidu.org/2011/viewpoint_0712/168.html

In the past one months, see the two major local retail enterprises, the two enterprises in the regional sales have been tens of billions, to department stores for the main business. Through the understanding of these two companies, I have a new understanding of the deeper strategic designs of Taobao Mall. Now the real traditional department store industry is described in this way:

A enterprise is the largest retail enterprise in the East three provinces, 2010 sales breakthrough 80 billion, with supermarkets, department stores and other retail subsidiaries, but has been unable to open their own physical stores to Beijing, because of the encounter with the strong resistance of local department stores in Beijing! and b Enterprise becomes sniper, in its occupied area, the sales outstanding tens of billions, many areas outside of the competitors through various means to enter, have been B enterprise one by one repulsed, in the fight against opponents at the same time, the market position further strengthened, the share continues to expand. This makes it harder for external rivals to enter.

In fact, this is the status quo of China's general merchandise industry, north and south, the Yangtze River Delta, the east three provinces, the Pearl River Delta has sales of tens of billions of department stores, these giants in the more than 20 years of development firmly occupy the city's most prosperous commercial outlets, commercial real estate model to obtain very high returns, in such a profit, These regional giants, through a variety of legitimate and unfair competition to strengthen their own turf, to prevent the other regions of the department stores, so that China's department stores have not yet seen a large national chain, which is exactly the opportunity Taobao mall.

Simple analysis can be seen Taobao mall from the beginning and the department store business model is the same, are through the early stage of investment and management of the operation of business operators, this way so that Taobao Mall can be very easy to persuade the traditional businessmen to join in the process, virtually Taobao mall has played a "national department store" The role of the company slowly began to erode the traditional department store market. For branded businesses, the traditional practice is to build brand development products, and then participate in the exhibition to promote a certain degree of visibility, and then began to develop the franchisee, they started the advanced local department store to open a physical store or directly set up a brand store, and then began to bear the department store on the one hand high rents and high points On the one hand, the sale of sales (department stores are generally unified collection of silver) and endure the annual assessment and rental shop within the store location adjustment, or the formation of a strong site selection team and store operations team to open up, the latter is clearly more invested and longer cycle.

Are there faster sales channels?

Taobao Mall directly into such a network platform has become an important choice, a year to pay 10,000 yuan deposit, 6000 yuan technical service charges, to bear 6% to 3% of the deduction point. In addition to Taobao Mall, you can also choose Dangdang, Jingdong Mall, Fank V, through the entry of these network department stores, any one brand merchants can easily to the national merchandise sales. Taobao Mall is only now sales do not account for a greater market share of traditional brand merchants, but also to solve from the traditional line because of interest distribution and price conflict caused by resistance, otherwise make a simple assumption: if a well-known traditional brand in Taobao mall sales accounted for 60% below the line, If the traditional department store channel sales is 1 billion, network channels (Taobao mall, etc.) accounted for more than 500 million (that is, 50%), then the traditional brand is very likely to withdraw from the traditional channels of excessive costs, will be more resources and funds into the network channels and from the establishment of the store. Of course, as a traditional brand business, if still subject to the traditional department stores or store channels, perhaps in the near future will be new channels in the new brand replaced without self-knowledge.

From the National department store-Taobao Mall's new brand Impact!

Taobao Mall since the establishment of the date of 2008, that is, began to support the development of Taobao in the Amoy brand. According to the data show, Taobao Mall in the Amoy brand has more than 100, 2010 to 2011 financing tens of millions of Amoy brand more than 10, sold over billion Amoy brand also more than 10. These Amoy brands do not have the burden of traditional entity channels, fully relying on Taobao platform to develop, in the help of VC has embarked on the development of the fast lane. Even some Amoy brand also set out to plan the development of offline channels, not only in the network with the traditional brand, will also penetrate to the offline and traditional brand a showdown!

As by the brand development of the department stores, Taobao Mall platform in the rapid development of two years, it seems that the good days are nearing the end, because Taobao Mall has two major advantages:

Business model and traditional department stores highly consistent: The business model of the department store is actually commercial real estate, through the way of brand investment, they do not need to manage goods, selection and pricing rights are in the hands of brand merchants. As Taobao Mall, its b2b2c mode and the traditional department store is consistent, does not require the brand to make adjustments in business decision-making.

National brand Sales: Brand businesses can enter the national sales state from the outset, no longer subject to the plight of department stores regionalization. For example, its salespeople can easily face hundreds of thousands of customers across the country, a person serving more than 10 times times the line of customers, which makes the brand business internal operating costs are greatly reduced, can be the keyword bid advertising mode has become more controllable and can be analyzed, Brand stores have more consumer data to guide new product development and promotional activities.

Of course, in addition to Taobao Mall, the surging vertical department of general merchandise and the general business to enter the category is also a national advantage, but the first operating model of the advantages of these companies to adjust to become the supermarket operating mode, the demand brand merchants to provide goods to its established warehouse, and try to get the price of brand merchants. The operation mode differs from the traditional department store, making the brand merchant's acceptance in these business malls no higher than Taobao mall, but the followers still nurture a considerable number of loyal users, and the traditional brand merchants will be in this position for these companies to submit!

In any case, the rise of the network channel in 2011 to make traditional department stores have a strong sense of crisis, the face of offline expansion can not break through the region of the curse, and in the department store limited space and positioning can not get more new brands to obtain incremental sales, this sense of crisis accelerated regional department stores into E-commerce

Typical representative of a place in Hangzhou Yintai department store, at the end of 2010, Yintai department store set up a high-profile silver Thai network, announced that the Silver Thai net investment billion, and operate in a completely independent manner, this independent exaggerated to no Yintai department store any one employee, do not need to any point of Yintai department store, completely independent rental office, recruit new staff, build a new warehouse , the entire operation model and Yintai department store leasing type of commercial real estate, directly through the procurement distribution mode to operate. Although through the early member import and online greatly discounted way to make the Silver Thai network in the online just 82 days to get over million orders, the problems of internal operation management and brand channel conflict caused by the development of prophase explosion are unavoidable, but for traditional department stores, as long as they make up their minds, There are still solutions to facilitate the national Department of the Nature of the commercial mall forward development.

For the Yintai network, because of the positioning of Yintai department store as a high-end brand, with the help of the Yintai department store's own brand advantages, Silver Thai network can attract more failed to enter the traditional channels of Yintai department stores in the low-end brand to meet the needs of national consumers, while the network shopping with no specific characteristics, Because the Thai department store positioning and decoration of the reasons that dare not enter the store to buy customers, still able to visit the Silver Thai network for shopping, this point for the traditional department stores or brand stores, is a larger sales incremental potential, perhaps this is what they did not expect.

Compared to Yintai department store billion investment and basically completely independent of the operation of the company, in Dalian's big business group, Shandong's Ginza Group, Shijiazhuang, the Northland department stores have to adjust the strategy to seek through joint ventures, increase investment in the way to speed up the layout of E-commerce, hoping to rob Taobao mall, Vertical and integrated to become more powerful National department stores before, will their business through the network to expand the way to the national market, from the regional department store group quickly become a national department store group, after all, who can not guarantee the sale of tens of billions or billions of dollars in the current market development can sleep without worry! From Asia department stores in Zhengzhou, China to the collapse of the third largest electronics retailer Circuit City in the United States with thousands of chain stores, just a few months ago, once a glorious traditional retail giant declared bankruptcy, became empty, for the retail industry, Bingbairushandao!