Traditional department stores and network electric dealers ' year-end

Not long ago, "Double 11" let a few big electric dealers earn pots full, take this Dongfeng, the cat launched the "12 12 12" net Shopping festival, shop 1th launched the "12 21" online shopping promotion program. The impact of the department stores began to launch a "Jedi Counterattack", the end of the year, the major department stores also began to use the anniversary, Christmas and other gimmicks to promote, and some even advance the promotional period to late November. The relevant professionals pointed out that in the face of the challenges posed by the electricity dealers, although the real store can also be changed through marketing methods to deal with, but the future of China's retail industry will continue to change the pattern of profound changes.

According to media reports, some of Shanghai's established department stores, such as the first octopus in Pudong, Paris, spring and so on, in order to respond to the impact of the electricity business, will be in late December years before the beginning of the annual marketing of the Year forward to the middle and late November. To attract passenger flow, some brands even use the "New Discount Promotion law", while the department store to reduce the deduction to support new product discounts. Some department stores even use the "full amount of consumption to send IPhone5" ruthless recruit.

The overall retail sales of this year are not very good, especially in the department store industry. The impact of electricity dealers, low consumption and other factors led to the current department store traffic, profit margins are in decline. After the sale, it is difficult to find a balance between pricing, cost, deduction, profit, passenger flow and other factors. In the electric business network to buy turns to promote "bombing", the traditional retail enterprises, large department stores have what "magic weapon" can challenge? Is there no other way than to fight a "price war"?

In the interview with the reporter, CIC consultant retail industry researcher Du Yan Macro, the entity department stores and the electrical business "head-on war" dozen "price wars" is not worth advocating, department stores should change their own business model and develop their own brands. For the traditional retail industry, the advantages of E-commerce are mainly reflected in the price of products, so the traditional retail enterprises should be differentiated with the electric dealer competition, product brand, positioning and the difference between the electrical quotient. At the same time, electricity

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"Traditional retailers should strengthen the physical store experience and strengthen

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It is not the best policy to change sales by price. Of course, Taobao and other electric dealers will not frequent vigorous promotion, the entity store still has its value and development space. "Time Rich financial consumer analyst Limpo said.

Zhong, an expert on retail logistics and information systems and China Business Federation, told reporters: "to innovate in department stores, we should first try to attract passenger flow and promote consumption." Compared with the electrical and shopping malls, the advantages of traditional department stores can provide more intimate services and a variety of consumer experience to meet the personalized needs of consumers, and provide tailor-made customized services. As long as can effectively improve the quality of service, maintain exuberant popularity, there is no worry about the presence of brand, there is no room for development. ”

Department stores still have room for development

In fact, to provide customers with a good consumer experience and "lidengkequ" the satisfaction of the real store is still a huge advantage, this is the department store has always had a group of consumers with high loyalty reasons. Some department store operators have this experience: "Online shopping with young people as the main force, and many older or high-end consumers still prefer to have a real shopping experience in the physical store consumption." ”

Many young consumers have also become more sensible and mature, thinking that the power of various promotional methods to attract market attention is much greater than promoting sales. However, let department stores and other physical stores headache is a group of so-called "parity" and "family", they will be the physical store as a fitting room, using the scanning function of smartphones, the internet to find the same goods for comparison, and then in the shop orders. In this respect, some physical stores can only consciously "hinder" only to see the consumers do not buy.

In view of this, DU Yan macro believes that with the popularization and development of e-commerce, retail enterprises should strengthen the understanding and research of consumer shopping behavior, from the consumer demand, product positioning, commodity quality and other aspects, to find and e-commerce enterprises to differentiate the way of competition. New product discounts are an example, the department stores to give new products discounts, so that the electricity business lost price advantage.

"Store Business" change "line quotient" micro-blog for marketing

Under the strong impact of online shopping, not only the physical retailer is affected by the electric dealer, some brands also start to redistribute the product line, price and channel, some even prefer the online channel. With the help of the Internet, some traditional retail enterprises began to try new marketing methods, microblogging marketing is one example.

Some brands have begun to gradually reduce the number of physical stores, and try to set up their own online shop, line on the parallel operation. The effect of this measure is very clear, with a sharp rise in turnover and a decrease in cost. But these brands are not ready to give up the physical stores, they believe that although the electricity dealers have price advantages, but the physical store in the provision of shopping experience and personalized services is irreplaceable, the entity store still has room for development. "Simple online development and simple offline entity stores are not the mainstream of development, the future line will form a complementary, blending survival relationship." "said one brand maker.

"As long as the entity shop can avoid weaknesses, differential competition, then the electrical business can only bring limited impact and impact on the physical store, after all, home appliances products related to product quality, service levels and many other aspects, to provide a real shopping experience is the largest entity store advantages." "The owner of a certain household appliance chain seller said.

Insiders pointed out that the physical store, brand, agents and electric dealers and other market players between the competition, mutual game will bring a new balance, prompting China's retail business pattern continue to take a deep change.

Although the network promotion is a superficial phenomenon, it can reflect the brand quotient's balance is tilting to the new channel such as net purchase. "Limpo points out.

DU Yan Macro believes that with the development of electric business, the whole retail system is changing, each market subject is also looking for its own positioning. In the channel, the electronic commerce Channel will become the main choice of more retailers; at the same time, the rapid development of the two or three-line city, less affected by the electric dealers, will become the main object of the real store competition; In the product, the electricity merchant and the offline retailer will gradually form the difference competition, the product homogeneity, the intense price competition and so on phenomenon will not have the long time existence