The prospect of the traditional department store's electric business

Recently, Wangfujing department store group announced its independent online shopping mall on-line trial operation.

At least in the domestic, physical department stores and do online shopping malls successful case is very rare. Before the Parkson net, Dorset Spring whether in the social impact, or in the actual sales, have failed to explore the doorway.

"We're ready."

Although it is a working day, although it is in Beijing in the cold winter, Wangfujing Street still pedestrians. In the Wangfujing department store, which has nearly 60 years of history known as the "New China's first shop", Liu Chunji and her team are running the Wangfujing online mall around the clock.

Liu Chunji, who has worked in Wangfujing department store for nearly 10 years, has been involved in the group's e-commerce work since 2007. Now her business card title is "Beijing Wangfujing Department store group Beijing Net Electronic Commerce Limited liability company General Manager Assistant". "Beijing Network" is the operation of Wangfujing Online mall, Wangfujing Department store group subsidiary. The group's 2011 Annual report shows that the company, set up in October 2011, expects a total investment of $101.83 million. The establishment of the year, Wangfujing Online mall has become the Ministry of Commerce E-commerce Demonstration Enterprises, has been supported by many Parties and concerns.

"We're ready." "Liu Chunji to our correspondent, in order to allow users to achieve the best of all aspects of the experience, the entire team at any time to extend the beta, until the real good preparation, this January wangfujing online mall officially online.

Before the launch of the preparation for 5 years. In 2007, the group began its electronic commerce pilot work in Beijing Double-Ann Mall, Guangzhou Wangfujing shopping mall and Changsha Wangfujing shopping mall. "Liu Chunji said," At that time can be said to be a little, money and energy investment is very small. We initially tried the basics of Internet marketing, and importantly, that was our initial online experience. ”

Amoy "Gold" to itself

According to the Internet financial data Service provider Flush (300033, shares bar) statistics, in China's retail industry 38 have issued three quarterly listed companies, 11 companies in 2012 three quarter operating income fell year-on-year, accounting for nearly 30%. Net profit fell year-on-year by 16, accounting for more than 40%.

In contrast, Alibaba Group Taobao and Cat's total turnover in 2012 has exceeded 1 trillion yuan, accounting for the national total retail sales of consumer goods 5%; From a global perspective, E-commerce market growth is also very rapid. ebay, a global e-commerce company, reported January 16 that net revenue for 2012 was 14.1 billion U.S. dollars, up 21% per cent from fiscal year 2011.

In the real retail business slump, the domestic several major E-commerce platform to do the larger environment, Wangfujing Online shopping mall on earth how much market space? "To play our professional ability in the field of traditional department stores." Liu Chunji confidently describes the relationship between Wangfujing's E-commerce and the brand of Wangfujing department stores. Liu Chunji's self-confidence comes not only from the history of the "New China's first store", but also from the trend of the group's business in recent years. In the overall decline in the general merchandise industry, Wangfujing department store line business 2012 years before the three quarter net profit rose 19.38%. "E-commerce is the strategic investment of the group. "Liu Chunji to our correspondent that E-commerce is a beneficial supplement to the physical retail industry, but also the development trend of retail industry, active layout is stronger than passive change." "Our E-commerce team is" panning for the group itself. Liu Chunji said, "Over the years Wangfujing department store this brand has accumulated a lot of resources, these resources are online shopping malls can use." Not only is the supply chain of commodity integration capabilities, more important is how the user needs, consumption habits and other data line online integration, in the online shopping center embodies, to provide consumers with services. This is the "gold" our team has been scouring the group for. ”

In addition, Wangfujing Online mall hope to be more "grounding gas." In addition to the physical store in the advantages of merchandise online sales, online shopping mall also for the network to buy consumers, add some hot brands, such as Gloria, Aosbio, Roaf and so on. "In addition, we try to be more inclined to be young consumers in the design of the website. "Liu Chunji said.

Online fusion is the way out

"Wangfujing department stores in the electronic business of the prospects may be very good." E-commerce commentator He Yi said, "The traditional department store e-commerce development direction should be online and offline integration." He Yi believes that the advantage of traditional department stores is that they have physical stores, online shopping customers can personally to the physical store experience, trial, and online customers can also order online. "Customers can use their own mobile phone in the mall to look at the goods, online orders, offline payment, while taking away merchandise." "He Yi that this mode will affect the sales of the department store online."

However, He Yi has two concerns about the traditional department store development: one is logistics and the other is paying. Although these two aspects of the problem can be outsourced, but if outsourced, and Consumer-to-consumer sellers are not very different, both lost control of the entire industrial chain, and lost some of the profit space. Where customers, when, Jing Dong and other pure electric business enterprises are self-built logistics, Jingdong, Tencent, Taobao has its own payment tools. ”

Another problem is the ability of traditional department stores to integrate and operate services to the site. "The cost structure of the electrical and physical stores is different. Physical store requirements for the site is very high, because the physical store is the life of the traffic, for the electricity quotient is important, but the core or how the flow into the website of the service feedback to the user. "Liu Chunji said.