Xun into the field of department stores the new focus of the competition

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July 24 News, Xun network will be the first large-scale department store category theme promotions, into the Department store field. Previously, Xun Network has been to sell 3C digital, communications products.

Although the electric business War did not appear in the expected hot, but this year, the main theme of the electric business industry is still "Rob customers", each enterprise for access to the power of the three strong tickets to fight. With the abolition of energy-saving subsidy policy for household appliances, since July, department stores have replaced home appliances as a new price for electricity dealers and home. First, the daily necessities of goods shop No. 1th began the five anniversary of the promotion, followed by Jingdong Mall also announced the launch of fresh business.

Xun Network operations director Pan Biao said, department stores will be Xun continuous force of important categories, Xun is expected to be introduced to the end of the year 1500 one or two-line high-end boutique brand, the number of commodities than the current double 3 times times. At present, Xun has reached a deep cooperation agreement with many enterprises such as Procter and Gamble, Unilever, Ray, Ray-ban, Nestle, Kraft and Cofco.

In the recent Xun first supplier meeting, Xun network CEO Bu Guangzi said, 3C Household appliances category users to buy a lower frequency, in order to further expand the market size, enhance the user stickiness, food and fast sales will be the second half of the Xun in the category expansion of the main breakthrough.

To fight a department store price war

Since July, Xun has introduced a number of department store promotions, "from the strength of the discount, in July there should be no business than our promotional efforts, the price is lower." "Pan Biao revealed that the repeated purchase of high, strong user stickiness of the Department of Goods Xun is considered to be to obtain new users of the" best breakthrough.

Department store is Xun network key force of one of the categories, making the same place in Shanghai Xun and Shop No. 1th formed a hand-to-hand combat situation.

In this respect, Pan Biao pointed out that, relative to the competitor, Xun Network department store will be positioned in the high-end, in has achieved a certain scale of daily-class department stores, Xun will also focus on maternal and infant, food, especially imported food, features home, fashion department stores.

Exerting Force department stores or adjusting user structure

Obviously, the Department of General merchandise has become a Xun potential in one of the breakthroughs.

In this regard, there are experts in the electrical business industry, the former Jingdong, Xun are 3 C digital field as the advantage of the male user-oriented electric quotient, but in the constant expansion of the user base, it is bound to be faced with the problem of increasing user repeat purchase rate.

So it seems that the Beijing-East launched an open platform, the line Ultra, fresh, Xun into the field of department stores is the purpose of this.

Bu Guangzi also admits, "general merchandise category goods, on the one hand can increase the consumer on the Xun platform stickiness, on the other hand, the fast sale goods, food and other department stores commodity also can help Xun adjust the current male user majority structure. ”

He also said that from the consumer point of view, the rapid development of a large number of members, but the traditional 3C digital purchase times are not high, so the expansion of department stores are also in order to allow consumers in the purchase of other goods also realize the Xun service.

However, Bu Guangzi also pointed out that the Xun category expansion path will not be the whole category, the first to ensure that the new category of the corresponding brand and the number of goods, as well as the professionalism of the service. "It's only when you stay focused on the new category that you grow very quickly." ”

Preliminary layout of integrated electric business Platform

To 3 C digital started the Xun network this big strength of the Force department stores, has aroused widespread concern in the industry.

Industry personage Analysis, exerting Force department store, Xun Net compares other electric business enterprise to have more obvious superiority. On the one hand, Tencent funds and user resources to support the Xun Force department stores have obvious price competitiveness; On the other hand, the provision of "one day three send" distribution Service Lightning Logistics is also the advantage of this force department store.

From the 2012 telecom category franchise operations to narrow the gap with the competition, to the first half of this year Xun home appliances City channel online, especially the large appliances category made breakthrough, the Xun again, meaning that its entire category of electric business platform of the embryonic prototype.

With the Xun in the department store category on the force, coupled with the first June at the end of the Conference on the opening of four major platforms to create a new retail ecosystem approach, more and more department stores began to increase cooperation with the Xun, which is easy to express general merchandise such as category expansion provides a successful model.