Chengdu Shoe Enterprise Touches The Net &Nbsp; Tests The Water Electronic Commerce.

Chengdu Commerce Bureau, Statistics Bureau and Retailers Association jointly issued the "Chengdu retail development report 2010". The report shows that the volume of e-commerce transactions in Chengdu is growing at a high speed, and Chengdu achieved in 2010. Electronic Commerce The transaction volume is about 81 billion 930 million yuan, and is expected to be 2012. A turnover It will exceed 300 billion yuan.

Yesterday, reporters from Chengdu Renhe Spring Department Store confirmed that Renhe Spring plans to invest more funds for its flag. E-Shop With the annual sales volume of 100 million yuan as a short-term goal. At the same time, Chengdu Pacific, Wangfujing and other traditional department stores have also opened up "online shopping" and "online shopping mall". Chengdu red flag chain took the lead in the electronic commerce of commodity procurement, and opened the commodity information network query system for the vast upstream suppliers, extending the competition from traditional retail to online.

Renhe Spring opens shop to target two tier market

Entering the online shopping mall of Renhe Spring Department store, cosmetics, women's wear, men's wear, shoes bags and other products are coming into view. In order to attract more consumers to shop online, Renhe Spring online shopping mall has launched a 1000 yuan free courier service, which is full of 200 yuan free of postage service in the three ring road of Chengdu. "Can be paid online banking, Alipay and other ways, Chengdu three ring can also be cash on delivery." Renhe Spring online shopping mall customer service personnel introduction.

Chen Liren, chairman of Renhe group, is satisfied with the carefully constructed online platform. "Last year, Chengdu Renhe Spring Department Store's sales volume of 3 stores was around 3 billion yuan, and the sales volume of online shopping mall also reached about 10000000 yuan. Although the gap with the physical store is still large, there is unlimited potential. " Chen Liren said that beginning this year, Renhe Spring plans to invest more funds in the construction of online shopping centers. "The traditional shopping mall has a good shopping experience which can not be replaced by the electronic mall, but the electronic mall has become an indispensable part of the traditional department store." Chen Liren said: "online shopping centers can not completely replace the traditional mall, but the speed of selling traditional shopping centers is accelerating." Chen Liren said that the advantages of e-commerce are fast and flexible price space, and more loved by the post-80s and 90s. "Renhe's online shopping mall is mainly designed to serve consumers in the second tier cities of the province." According to Chen Liren, consumers outside Chengdu occupy half of the sales of Renhe department store, and 50% of Renhe's sales are separated. Such a large group is, of course, the goal of Renhe.

The discount is greater, and the characteristics of each shop are distinct.

"Children's day to send their daughter's skirt is bought in the Pacific department store easy to buy space, the original price of 218 yuan short dress, membership price only 87 yuan." Ms. Zhang, who lives in Wenjiang, is a loyal supporter of the Pacific department store online shopping mall. "Today, it will be more convenient to send it tomorrow, mainly because there are more entities in the store, and there are still problems that can be found." Compared with the high-end of Renhe Spring, the online shopping mall of the Pacific department store takes a parity route, and the discount rate is much higher than that of the physical store. Besides the regular cosmetics, footwear and clothing, the main products are also fashionable small household appliances.

A large store in Chengdu, which is in the same circle as the Pacific Ocean, can be ordered online by electronic commerce, fresh food, sushi, cold dishes, and fresh brine. "Now I am ordering vegetables online, not only sending dishes to my home, but also having a discount." Ms. Xia said that she now has an appointment with her sisters. Every family takes turns to check the updates on the Internet. There are good and cost-effective things to order, so that even postage can be saved.

As an old chain supermarket in Chengdu, Chengdu Hongqi chain also set up an online shopping mall, and took the lead in the procurement of commodities in the use of e-commerce, but also for the vast majority of upstream suppliers opened the goods information network query system. Hot and spicy fans, beef and other snack foods occupy the top of the list in the online shopping mall. {page_break}

Interpretation of online shops is a supplement, can not replace the physical store.

The rapid development of e-commerce brings enormous pressure to the offline department stores. Last November 11th, Taobao mall launched the "singles Festival half off promotions" campaign, attracting more than 20 million Internet users in one day, creating a 936 million yuan single day turnover, which is equivalent to 7.8 times the maximum sales volume of a single department store in Chinese department stores, which is more than the total retail sales of Hongkong in a day. "The traditional retail department's entry into e-commerce is an inevitable trend. Compared with Taobao, Dangdang, Jingdong and other national online shopping centers, there is still a certain gap between Chengdu's traditional department stores and e-commerce, and the market share is still too small." Ran Lichun, President of Sichuan provincial Chain Commerce Association, said that online shops are a good supplement to traditional department stores, but they can not replace traditional department stores.

Ran Li Chun believes that how to deal with the relationship between the online and offline businesses is the difficulty facing the traditional retail department that has entered the electronic commerce.

For this point, traditional department stores have realized that. "All along, online sales have attracted consumers at low prices. Virtual retail and physical retail are two types of retail competition. Physical retail businesses can't simply rely on low-priced marketing as ordinary online stores." Chen Liren said that how to balance the relationship between online and offline is what Ren He is discussing. "The most difficult thing for Renhe Spring online shopping mall is to differentiate from the physical store." Renhe Spring Department store network development department senior manager Long Ying also indicated.

Reporter's notes

Win win is an urgent problem.

The traditional retail chain giants have entered the trend of e-commerce. Before joining the appliance chain giant Suning and guomi, more department stores joined.

The biggest difficulty for traditional retail enterprises to do online sales is the establishment of price system. All along, online shopping centers attract consumers at low prices. However, if the online shopping mall set up by traditional department stores is also marketing at a low price mode, it will definitely affect the sale of physical stores. How to find the entry point of differentiated operation between online shopping mall and offline shopping mall, and transform the substitution and competitiveness of the two businesses into complementarity, and get a win-win situation between online and offline retail businesses is an urgent problem for traditional department stores.