Declassified Department Store Net: There Are Two Price Systems In Most Department Stores.

Guangzhou, known as the Millennium commercial capital, has ushered in the eruption of traditional and new formats.

These are somewhat different.

Most of them are not based on the image of entity stores, but are captured by the credibility of department stores themselves.

Decryption

service

Friendship strengthens sale service, other department stores emphasize after-sales service.

The main advantage of traditional department stores is the service of trial, delivery and replacement. How can online department stores overcome the defects of this real-time service?

Guangzhou 100 online shopping mall service is more humane than the real store.

Guangzhou Wangfujing and Guang Bai online shopping mall provide more convenient after-sales service.

On the Internet, the shopping mall enjoys the same after-sales service as the offline stores, but also provides more convenient service for people, such as cash on delivery, full postal package and self promotion.

On the Internet, there are quality problems in the products purchased by Guang Bai. Customers not only enjoy the same return service as the physical stores, but also the online shopping mall.

At the same time, you can also purchase goods from the online shopping mall to pick up goods from the store. Clothes can also be tried on, and valuables can be checked on the spot.

In addition, the members of Guang Bai can enjoy different rewards from online stores.

For example, online shopping mall regularly organizes shopping gift giving activities. During the Spring Festival and the Mid Autumn Festival, the two festivals also offer festival gifts, which can enjoy free postage and package mail service.

Friendship network Tesco 360 degree panorama simulation site technology

Tesco chose to rely on technology.

According to Jiang Guoyuan, Tesco is equipped with the sole 360 degree panoramic simulation technology, which can simulate the shopping environment of the physical store and enable customers to experience shopping in real time.

To make up for the lack of interaction between buyers and sellers, Tesco also chose some brands to conduct one-in-one online shopping guides, and the salesmen introduced products through video, voice or Q Q, providing a one-stop escort for shopping.

The online trial is currently undergoing technical tests, so that consumers can simulate the fitting as long as they input relevant data.

Goods

Most online and offline sharing of goods

Traditional stores have opened online shopping centers. Is there a difference between online goods and offline stores in terms of sales rationing? This has become a common concern of consumers.

The reporter understands that most of the traditional department stores share online products, but there are different screening standards and updating methods for different department stores.

In addition to referring to the choice of goods in the physical store, some of the products on the line will also conduct independent investment and purchase according to the characteristics of the e-commerce market in the light of the characteristics of the e-commerce market, so as to enhance the overall attraction and competitiveness of the Internet.

Guangzhou Wangfujing, the product of the same brand line is more abundant. Guangzhou Wangfujing department store online shopping mall chooses some brands of the store to conduct on-line operation, but the same brand online shopping mall has no rich variety of lines, because online mainly focuses on the promotion of new products, and the off-season products will be selected for offline processing.

At the same time, the online shopping mall will launch some package and ex gratia products to promote sales at the same time. There will be several combinations of single brand products, and there will also be a hot sale of ultra low priced goods, which is slightly different from the physical store.

Guangzhou friendship uses two supply systems, friendship network, Tesco, and mainly sells around the East flagship store on the Internet, and sells online products on selected lines.

What is more special is the existence of two supply systems. The goods of each brand are maintained and updated by brand suppliers themselves, while electrical appliances, food, jewelry and so on are updated by friendship itself.

Price

Most department stores have two price systems.

The products on the line of major department stores are almost the same, but each department has different characteristics in dealing with the same price on the same line.

Reporters found that there are basically two ways, and this is determined by two formats.

The "Yintai network" on the Internet and Yintai Department tries to build an online platform which is independent of the physical stores. It is not affected by traditional operation modules, and it faces the consumption of the whole Internet, so there are two sets of price systems under the online and offline.

Yintai department store 239 yuan CABBEEN short sleeve T-shirt online 93 yuan can be bought, the market price of 6897 yuan G UCCI artificial leather Logo jacquard tote bag, Yintai online only need 4690 yuan to buy; online 170 yuan left bank jeans, in fact, the body shop price is 379 yuan.

The Internet is similar to Yintai. The introduction of Guang Xiao Yan, chief operating officer of Limited by Share Ltd, shows that there are certain advantages in terms of the price of online products than the price of physical stores.

For example: a pair of canvas shoes of C onverse, 379 yuan a pair under the line, 248 yuan online package sales.

SOV L M 313 neck waist kneading pad, solid shop 398 yuan, online special offer 168 yuan.

Cosmetics online popular popular brands such as Laneige, K O SE Kose and other 10 percent off, there is no discount for physical stores.

Guangzhou Wangfujing department store online shopping mall adopts a relatively fixed price difference between online and offline.

In addition to online promotions launched by regular promotions and snapping up activities, online products will enjoy a discount of 8-8.5 discount in the store.

Tesco uses the format of extending service functions from offline to online, so friendship insists on not engaging in two price systems.

Jiang Guoyuan, deputy general manager of friendship, told reporters that friendship is not like Taobao. It has its own pricing principles. The price is basically the same under the online and offline prices. Membership cards are also linked online and offline.

But friendship will provide some special benefits for new online consumers, such as the new batch of brand spike that started in August 6th, and choose the best price combination to meet online customers.

Using misplaced marketing and value-added services to balance price differences

For a department store with two sets of price systems, how can we balance the price of online and offline and the impact caused by it, and strive for the maximum market profit?

The data provided by Yintai network show that online customers will divert a portion of consumers who originally shoppers in physical stores.

But Yintai network responsible person said that the price gap caused by the diversion of interest is inevitable, even if there is no line of business under the line of intime department store, there will be other department stores to seize market share.

Yintai will also open a new department store, and it will also divert the business of existing department stores. Therefore, the best way is to realize the internal diversion of Yintai group, to take care of the inno store department store, and strive for customers of Yintai network, through the online and offline competition market share of the cake.

Market

Guangzhou department store

Following the launch of Yintai network of Yintai department in October last year, the "online 100" of Guangzhou's traditional department store was officially launched online at the end of April this year.

In July 16th this year, the online store "friendship network Tesco", a high-end representative in Guangzhou department store, was also formally launched.

Guangzhou Wangfujing department store, as the pioneer of opening up e-commerce in Guangzhou department store, opened an online shopping mall as early as October 2008.

From the middle end to the high-end, the traditional department store's net is completely rolled out.

It is reported that the Wangfujing department store and Yintai department, which took the lead in touting the net, have tasted the first sweetness.

After 80 years, 90% of the network consumers, and has been operating for several years in Guangzhou Wangfujing department store online shopping mall along with the line varieties become more and more complete, the recognition is also higher and higher, sales performance steadily rises.

Yintai Department breaks through the barriers of traditional retailing, quickly builds a camp on the Internet, and makes great progress by making tens of thousands of amazing achievements. Meanwhile, it also provides customers with another shopping platform and shopping mode.