Four Key Words Of "Touch Net" In Traditional Department Stores.

Beijing new world

Keywords 1 tourist source

Tourist source is the base of a shopping mall, and the same is true for its online business.

At present, many online shopping department stores, most of which are loyal customers of online stores.

A person in charge of "IGO5" network in Xidan shopping mall, Beijing, said that in the annual sales volume of more than ten million yuan, many of its shares came from the customers of physical stores.

The source of the store is an important asset of the department store, but this part of the customers is far from being able to make the Department online shopping business take the initiative.

Moreover, the loyal customers of shopping malls will probably not go to the physical store for consumption after shopping online.

Take Wangfujing department store as an example, its sales income of online shopping in 2009 was 43 million 260 thousand yuan, although it was at the forefront of domestic department stores, but it was less than 1% of the annual sales performance of the mall.

Shopping malls still need to take advantage of online shopping platforms to attract more customers.

In a city and town executive in Beijing, it may be a viable way for brands to customize products for online shopping platforms.

As a matter of fact, the most effective way of attracting online retailers is to launch explosive publicity on portal websites, which requires billions of dollars in brand business.

Compared to the heavily paid Internet dealers, it is difficult for traditional retail enterprises to take this approach.

The way to expand its popularity is still waiting for the management of shopping malls.

Keywords 2 experience

Although almost the same commodities are moved from offline to online sales, it is a subversion to traditional retailers.

As a matter of fact, traditional retailers are aware of this. They have excavated talents from well-known Internet business teams to enrich their team.

New world stores and other shopping centres even set up a branch to operate online shopping independently.

However, taking the mode of digging talents and setting up an operation team also brings hidden trouble for the future operation of enterprises.

Just like real estate developers enter the business field, most of them will hire experienced business executives to handle business projects in the face of unfamiliar business areas.

Although they are not familiar with the commercial operation process, the success of the real estate sector makes the real estate bigwigs still meddle in the operation of commercial projects, even the regular operation of commercial projects in YISHION real estate projects, which eventually leads to "four anomalies" or even premature deaths.

In fact, this example is not uncommon in Beijing and even in the domestic business field.

Last year, Hua Xi Le Mao project, which was bought by Zhuo exhibition group of Northeast China, was pferred to the operation team many times, resulting in ambiguous project positioning.

In fact, all the top executives in this shopping mall are famous in the business field.

In addition, at present, the development speed of e-commerce is far higher than that of its talents, resulting in a tight supply and demand of talent, which is also a thorny problem.

Keywords 3 price

Reporters interviewed a number of business executives in Beijing, they believe that price factors in the future will be the most critical factor for online shopping to attract consumers, and for department stores.

Because most of the department stores in China operate by the mode of joint deduction, rather than buyout the goods themselves, the actual management rights are mostly in the hands of brand owners, resulting in almost no difference in the price of the same commodity in the same city.

Even in the face of strong retailers, it is hard for brands to "open the door" to offer special discounts.

If this situation does not change, it will be difficult for department stores to have a price advantage, which means that they lose the most critical advantage of attracting customers.

In order to form a price advantage, many shopping centers began to take self-employed goods as a breakthrough.

In the new world department store online shopping platform, most goods are bought and sold by shopping malls.

The prices of these commodities have certain advantages in similar commodities.

But at the same time, reporters found that the proportion of self owned goods and proportion in the domestic market is relatively small.

Keywords 4 experience degree

The reporter understands, at present, many consumers who are keen on online shopping will regard the shopping mall as fitting room, which indicates that the experience of online shopping still has obvious deficiencies.

However, compared with the e-commerce platforms such as Taobao and Jingdong mall, the operation experience of department stores has a lower degree of experience.

If this situation can not be changed, the department store will have no competitive advantage compared with the pure online merchants.

At present, there are shopping malls in Beijing to enhance the experience level, so that consumers can browse the "real" shops produced by 3D technology through the Internet.

In the opinion of the industry, the virtual environment of the network is more attractive to the consumer than the simple picture display.

According to Liu Hui, a commercial consultant, in the developed countries of the US and Japan, the technology of virtual network platform is more advanced, which provides virtual fitting service for consumers.

With the help of sensors, the machine uploads the waistline information of consumers through the network, and the corresponding network virtual platform will automatically select the appropriate size for the consumer.