Traditional retail enterprises are facing multiple challenges

In the 2014, the traditional retail industry is looking for new changes, through new technologies to change the traditional mode of operation.

On the one hand, the promotion line under the seamless integration, layout of the whole channel retail, mobile end will become the focus of expansion this year.

In the past year, E-commerce presents a deep development of the situation, some traditional enterprises such as suning, Yintai is accelerating line under the integration. A traditional retail industry judge, 2014 will be the entire traditional retail industry to develop mobile end of the sales channels of the year.

On the other hand, traditional department stores are transforming to shopping malls, taking consumers as the Center for experiential transformation, increasing the proportion of catering and entertainment, making the stores Internet and mobile, and responding to the impact of the electric dealers.

Expand Mobile End

A number of traditional department stores revealed that the whole channel is changing to retail, in addition to the offline shop, since the construction of the electricity business site, settled platform-type site, this year will focus on expanding the mobile end.

Top grade discount E-commerce Business Center and Marketing Center General manager Ku Fei to Tencent Technology, mobile end will become a top grade discount 2014 focus on the development of channels, the mobile end of the year is expected to account for more than 30% of the sales.

Ku Fei Introduction, top grade discount will be from three aspects of mobile end, is based on micro-letter to do E-commerce, the development of the official app, and micro-Amoy cooperation. Among them, the core of the way based on micro-letter E-commerce, including cooperation with micro-shopping, through the micro-letter public account, each shopper can provide quality customers one-on-one service, from the micro-letter to produce orders. Online, the user scans the shopping guide pad commodity two-dimensional code, can use micro-letter payment, do not have to queue up to the cashier to pay. "By the end of the year, many department stores will be in line for half an hour. Top grade after the letter to pay, equal to each shopper has become a cashier. ”

Top grade discount official app will be online at the end of March or early April, the initial brand positioning, the future introduction of smart racks, can accurately locate the location of goods.

In addition, the top grade discount is also considered with the micro-Amoy cooperation. Based on lbs, for 5 within the justice of the day cat Taobao users, if the top grade discount brand customers, will be targeted for precision marketing.

"Each channel is not fragmented, the key is the correlation and integration of various channels." Not to move the end to do the mobile end, to consider with the electric business site, and stores how to combine, the formation of a full channel. Where the consumer will appear, where we will be. Keep consumers inside of us and not lose. "Ku Fei said.

In the future, the electricity merchant website will display each store the stock, after the order supports the store to mention and the store delivers goods, the user may choose a shop to mention and to try to wear, if not suitable can return the goods on the spot. At present, top grade discount goods flow has been through, is expected to be completed by the end of February this year.

Top grade discounts are just the epitome of the whole distribution of department stores. At present, a number of department stores are in the mobile end of the initial layout. For example, Yintai, Tianhong department store has entered micro-letter micro shopping, New World department stores and micro-letter launched a virtual membership card, while exploring and other aspects of micro-trust cooperation.

Between the inception of the app and the use of micro-letters, companies have expressed a preference for the use of micro-letters. On the mobile side, the New World department store strategy is to collaborate with micro-letters rather than launching separate apps.

Home Store incredibly electrical appliance business General manager Wang Xiaokang said, in the mobile phone end incredibly house launched its own app, next plan and micro-letter cooperation. "Between app and micro-mail, it's certainly better to be a micro-letter." App operation cost is very high, traffic is difficult to obtain. "Wang well-off said."

Outlets related leaders also said that the future will be settled into Third-party platforms such as micro-letter, Alipay mainly. "The development of training, development of the time are high cost input." ”

The whole channel management behind, is the consumer's transfer. Consumers move from TV shopping to online shopping to mobile phones and platform computers. "At present, 20% of the users who visit our website are from mobile clients. If you can't keep up with the trend of consumer transfer, performance will be difficult to do. "Ku Fei said.

Experience layout

In order to cope with the change of user habits, some traditional department stores are transforming into shopping malls, reducing the proportion of garment industry, increasing the experience style, such as catering, entertainment and so on, weakening the direct competition with the electric dealer.

A commercial real estate source said, now traditional department stores rely on the traditional idea of operating goods face challenges, and now shopping centers in the food and entertainment projects more and more. "There is an opportunity for physical form, but commodity trading is in an increasingly weak environment." ”

Traditional department stores to the main merchandise sales, shopping malls to service-oriented, consumer-centric planning, leisure-driven consumption.

The representative of the transformation is Chaoyang Big Yue City. March 2012, Chaoyang Big Yue City and its main department store Aeon Jusco (Jia Shi) "Break up peacefully", only keep its underground one floor of the supermarket part. After adjustment, increase the proportion of service business. "Catering, leisure this part of the electricity business is not take away."

"In the 2013-year double 11 event, Chaoyang Big Yue City launched the" Aboveboard copy number "activities. "Why do you choose the ' Double 11 ' fitting room? Because the user can copy the number of goods is very few, clothing only occupies two floors. Big Yue City's users are not directed at buying goods, but directed at consumption. When I came, I went shopping. "Jia Pengrei said.

The effect of the transformation of the Chaoyang great Yue City is beginning. Data show that Chaoyang Big Yue City 2012 annual sales of nearly 1.4 billion yuan, 2013 sales of 2.1 billion yuan, sales year-on-year growth of more than 50%.

"Big Yue City detonated this industry, 2014 department Store industry will strengthen experience-style marketing and layout, this is offline shop relative to the advantages of E-commerce." "Wang well-off said."

Wang Xiaokang that the experience of the layout also includes the Internet of stores, consumer-centric design, layout. It is reported that New World department stores, top grade discounts are in the laying of WiFi, installation of electronic shopping screen.