The traditional department store will become the net business fitting room?

News background: In the recent CCTV annual Economic figures ceremony, Wang and Ma Yun in the future market share of traditional retail and electric dealers set up "100 million Gamble", in the ensuing Chinese entrepreneur Club internal salon, Ma Yun and Wang This topic again to debate, Ma Yun said: "Day changed" and Wang gave " "The electricity business is not mainstream" speech.

With the opening of the "two sessions" of the province in 2013, as an important force of economic development in our province, the representatives of entrepreneurs or members, the debate on crisis and opportunity, transition and escalation, have become one of their main topics. Yesterday, this reporter's interview is from Wang and Ma Yun's "to gamble" began.

Talking about gambling

Online power

Can not be ignored

"In the past few years, it is clear that the electric business platform is diverting some customers. "Congress representative, Baishan Square Big Group (000055, Stock bar) Chairman Ningfenglian Frankly, electric business innovation and constantly subvert their own spirit, worthy of traditional business thinking. On the wager, Wang Ma Two people's verdict is somewhat far-fetched, business will never be a mode of the world, but a variety of forms coexist, promote each other.

"There is no denying the traditional business festival promotion, the electrical business has been used very in place." "CPPCC members, Changchun Asia general manager Xu Ben said that in the past in the E-commerce market developed in Canada, the United States for many years, but the foreign traditional business not only did not die out, the development is getting better, Wal-Mart is an example, the global open shop, the trend of mastery needs to be based on differentiation.

Referring to the gambling, CPPCC, Changchun Purple Jade Magnolia Technology Co., Ltd. general manager Guo Li said, online marketing is a force to be reckoned with, the future of the promotion of goods, the traditional ground marketing is certainly not in line with the times of business trends, "two lines" qi, who can not be excluded.

Talk about "online"

Traditional department Store net can't following

"Local traditional department stores, clothing sales occupy an important proportion, some people say no" net ", will be completely reduced to the fitting room. "Xu Ben said, the industry mouth of the fitting between the phenomenon, in their own shopping malls, there appear, thousand pick million election, is not consumption, try well, go online to buy, this touch is very big."

For the touch line, the company in this regard also have consideration, online sales easy, but to know how to open, following old road certainly not.

"With the help of friends, we are developing a new e-business model that is built on the advantages of traditional physical stores," he said. "He said that the traditional business advantage is the shopping environment experience, providing quality services, the current online purchase of clothing The biggest drawback is that the model is not allowed to buy clothes do not fit the phenomenon often appear, pushing, affect shopping mood." And the current company in the future of the online mall construction, the biggest difference, will design 3D online model, as long as the relevant personal height, weight, gender and other information, you can feel the same experience and offline. This is the online differentiation, but also the selling point.

Line under the various advantages, do not reject to merge. "Now a lot of enterprises, online marketing is to take a short line, which site's traffic is high, where to open, or even ignore the role of traditional channels, reduce the existing traditional channels of maintenance, the brand does not have a long-term planning, this on-line is actually quite dangerous." "In Ningfenglian view, for line on the next two legs walk, must be built on their own brand on the network mall, as in the old days when the traditional industry from scratch, need to have a long-term planning, accurate positioning of customers, in other words, the trend of things to build, but to steadily advance, make characteristics.

He revealed that last year, the company's sales of less than 300 million, online mall platform is currently under construction, but also the company's future development of a direction, the goal is to achieve brand impact. But at the same time, the traditional business also has the intention, is in the on-line mall to do the promotion foundation, the traditional influence pattern, also cannot change. And this change has been put into action, in the regional marketing groups under the premise of basic saturation, village, into Tuen Mun, according to the consumption potential, to achieve precision marketing. Frankly speaking, the online Operation Fund guarantee and the degree of promotion, depends on the offline market support. This is a very realistic thing, a lot of electric business backers are "VCs", most private enterprise funds or self-financing, traditional business needs to find a new round of economic growth point, can not be ignored.

"Online marketing, for traditional enterprises, need a time to adapt, the integration of resources, marketing layout, market segmentation, this is necessary to consider." He said that the traditional retail development of the line, in fact, is a system engineering, the need for products, logistics support, the enterprise is currently preparing stage.

Experts to talk about

On the back of the bet

The crux of traditional business

"Online under the end of everyone to achieve the goal is to profit, and online compared to the offline market model needs to improve." "Good at emerging business research, real-world marketing expert Feng Mingtao that, although the positioning of online marketing companies to retain the imagination of space, but the traditional business pressure is also known. The data is very clear, Eric, published data, 2012, China's network economy market size of 385.04 billion yuan, benefiting from the rapid development of the online shopping market, the year-on-year growth of 54.1%.

Not long ago, Alipay issued the 2012 annual national bill, but also the 2012 of the people's bills were counted, the bill shows that the Changchun Alipay users 2012 per capita expenditure of 7112 yuan, Jilin online spending rate of the second growth in the country.

In the face of huge market impact, Jilin Electric Power If "on-line", should pay attention to what? Ai Media Consulting CEO Zhang said, from the current situation, the traditional enterprises generally use e-commerce, the use of online bidding or online retail, can effectively save operating costs, but online business process, some aspects also need attention. The first is to find the right positioning. In addition, in the operation, need to take the frugal route, as far as possible to choose a mature website to do promotion, stay at the store price is not expensive, you can choose some low-cost group of people-intensive forum shop. In addition, the internet hosting companies can be used to help, pay a number of commissions, to manage the store.

What is the voice of the Government on the road of the traditional enterprise of Jilin Province? Reporter from 2013 Jilin Province business conference learned that this year, we will focus on cultivating E-commerce enterprises bigger and stronger, the development of online shopping malls, leading the Jilin characteristics of products enterprises into the network platform to guide the provincial large-scale entities wholesale and retail retailers to speed up the development of online shopping malls and other new forms of consumption. Newspaper reporter Shi Hiliang