Online Shopping &Nbsp; How Clothing Businesses Face

In the promotional atmosphere of fiery holidays, the department stores who are supposed to earn a lot of money are "entangled" in their hearts. Apart from grasping the impact of discount rate on profits, they are becoming more and more popular.

Price and category bottleneck

"We have looked at the style on the Internet, and try it in the department store."

Shoppers Miss Wang said they often shop in online stores, and the same brands and styles of clothing cost about 1000 yuan in department stores, and only 200 yuan on the Internet. That is to say, even the department stores play a discount or even seventy percent off, which is more expensive than online stores.

Many department stores have no choice but to say that this is the difference between offline stores and online retail modes.

The former needs rent and many intermediate links, and the price of department stores is at least 7~10 times of the cost price.

The latter has almost no intermediate links, and directly purchases from factories, and the selling price is greatly reduced.

"The discount rate can not be too big, too big can not reach 15% of the guaranteed gross profit rate. When the department store opens, the water and electricity charges and personnel costs will continue to pay. This year, our discount rate is not as big as in the past years, which has also made some young guests lose to the online shopping area."

Chang Chang, a long-term department store member, said frankly.

In addition to price disadvantage, the types of goods also make department stores have a headache.

Because of the mode of joint pooling and unified investment, the department stores almost have no personalized brand, but they have introduced several brands with good cash flow. Some personalized designer brands or traditional brands are often excluded because of low cash flow or brand awareness.

This makes the brand and style of each department store very similar.

Difficulties in pformation

After seeing the problem, many department stores began to test the water network marketing, such as the agricultural and industrial group, under the command of a large shopping plaza, once department store products on the Internet sales.

However, compared with professional network retailers, traditional retailers are not very good at online retailing. Apart from large investment in the past, it is also very costly to get through online channels and procurement links.

"There is another way of pformation, that is, offline retailers enhance their self added facilities and entertainment functions. People need to interact and socialize. The virtual world of online shopping has no interaction with people, which is the advantage of offline retailers."

Zhu Hua, deputy director of Shanghai commercial information center, pointed out.

This can be seen in the Christmas marketing of some shopping malls in Hongkong.

For example, K-11, a shopping center in Hongkong, who advocates the integration of material and spiritual elements, focuses on creating an artistic atmosphere.

Luo Yongguang, director of dot international, said

Sun Xiong, President of Guangdong chain store association, also believes that the most important concern of mainland shopping malls is whether tenants can pay rent on time. Lack of culture, stories and innovative layout is not conducive to cultivating more Chinese brands. For example, Guangzhou shopping centres are too concentrated in several commercial circles, which are scarce resources.