&Nbsp, Department Store, Thunder And Heavy Rain.

It is better to retire from the net than to live in deep danger. Facing the Internet retail market The continuous growth of scale, the traditional department stores are no longer able to restrain themselves, and have opened up the second battleground of online shopping. The most recent concern is Yintai department's high-profile announcement of touches. Daniel Chan, President of the group, announced that the intime network will be launched in September this year.

Back to the past five years ago, when the traditional department stores brought up online shopping, they mostly ignored their faces. As Wuhan China Merchants emphasized in the 2009 annual report, the rapid growth of online consumption and online shopping has made the company face greater pressure. Whether the cake in the hands is constantly eroded by electronic commerce, or whether it should deal with the changing market and rebuild territory? Generally speaking, although the traditional department stores are competing for the net, so far, there is still no brilliant example worthy of promotion.

The problems of traditional department stores can be summed up as two points: one is channel conflict, the other is two stage investment. As we all know, price and convenience are the main reasons for the popularity of e-commerce. For traditional department stores, if the price of goods on the network platform is cheaper than the physical stores, it is bound to impact the business of physical department stores. In addition, the pressure of initial investment can not be underestimated. Any department store must set up a payment system and distribution system to set foot in e-commerce. Liao Bin, head of Yintai network, also emphasized that network It is not a free lunch. It will cost a lot of money in the early stage of technology structure, traffic introduction and channel establishment.

People close to intime Department revealed to reporters that Yintai network plans to build a large-scale B2C e-commerce platform focusing on boutique fashion department stores. Intime, it will be positioned as a major business transformation and upgrading to get rid of the traditional department store's large investment, high cost and low gross profit margin. The original intention is always good, but the effect still needs to wait and see. According to the characteristics of Yintai department store, the existing commodity is dominated by high-end consumer goods and luxury goods. Relatively high-end consumer groups do not consider the price of e-commerce as the main demand for the value recognition of e-commerce channels. Cao Yu, senior consultant of Analysys business solutions company, believes that Yintai is facing the conflict between online value and existing customer value. The confusion of customer value will not only restrict the development of websites, but also lead to the depreciation of Yintai brand.

It is easy to see the tradition. Department store There are many pioneers of the net. Wangfujing department store has been involved in the online shopping mall since 2007. Huang Yongzhi, CEO, told the media that the company's information transformation project has been completed and that the online shopping mall will be revised in 2010. Guangzhou friendship also said that this year it will push the online shopping mall project, but Jiang Guoyuan, deputy general manager of the company, said that the early online shopping mall is only an extension of the physical store service, mainly providing member information and creative new life concept. According to another news, the Ministry of commerce is drawing up a document supporting the entry of traditional commercial enterprises into e-commerce. It plans to set up special funds to subsidize Wangfujing, Bailian and Wuhan Zhong Bai.

As mentioned above, there is not a traditional department store untied the online chess, offline and virtual integration game to provide a successful touchdown case. The reasons for the failure of the SEO information dissemination network may provide some reference: to sell the famous brand to the Internet, to synchronize the price with the entity channel, and to lower the online price of the traditional brand than the entity price, complain the entity customer, and protest the distribution system. The final result may lead to the decline of traditional department stores and the pressure and price unification of the distribution system, so the website becomes an enterprise directory indicating the official price, and the project ends in failure. From this point of view, it is a general trend to get involved in the online shopping mall. However, the repeated plaguing of the channel conflict has led many traditional department stores to look ahead and behind on the way to the net.