Deal With &Nbsp; Anhui'S Two Major Department Stores Are "Electric Shock".

Taobao and other shopping websites have been booming for several years. "Home" in front of the computer has become the normal life of many people, and more and more couriers are rushing to office buildings and residential areas. Online shopping has become one of the mainstream consumption patterns of urban residents. Here, the regional barrier of shopping is naturally ablated, and the vast quantities of goods from all over the country are directly presented to netizens.

Electricity supplier launched a comprehensive "shock wave"

"Clothing" has always been a popular category of online shopping, and even a fine net friend summed up its own "clothing purchase": well in the shopping mall, and then go online looking for purchase. "We have had a survey, and the number of consumers on line purchases is not large, which has little impact on traditional shopping malls. However, the growing number of online shoppers has had a great impact on traditional department stores, especially some popular and fashionable clothing stores and counters. Fang Min, chief executive officer of Hefei Department Store Group Co Ltd, told reporters.

Last week, a data from a panning website further confirmed the "worry" of traditional department store operators. In the latest hot word list, the top ten search terms are related to winter clothing, and this is the first time on the website. Some analysts believe that this may be due to the strong contrast between the low price of winter clothing online sales and the high price of offline sales, thus attracting a large number of consumers. In November 30th, netizens told her reporters that she used to buy T-Shirts and dresses only on the Internet. The pictures were cheap and fashionable, while the amount of winter clothing involved was large and durable, holding the idea of "buy one thing," she still went shopping. However, this year's winter clothes at one thousand or two thousand yuan in the shopping mall have made her really "unable to go hand in hand". By comparison, the price of coats and down coats on the Internet is between 300 yuan and 500 yuan. Because the budget is limited, finally, "laughing day" is added to the winter shopping online shopping force, spent more than 400 yuan to buy a cotton padded clothes.

People in the industry further analyzed that the impact of shopping websites on physical stores is not limited to low-grade goods. This is because, at the beginning, the shopping website with "cheap" as the showcase sign, this year's sales trend presents the characteristic of "passenger unit price rising gradually". In the first two years, some of the "shocking" clothing prices in some online stores were less than 100 yuan, but few people were interested in it. But nowadays, 300 yuan to 400 yuan can be found everywhere in online costumes and promotional clothing. This shows that online shopping is no longer a singles "cheap card", but is trying to provide consumers with more quality shopping experience. Online shopping diversification trend is inevitable. This also means that the emerging e-commerce websites will form a comprehensive "shock wave" for traditional department stores.

Local stores open up second battlefields

The development speed of e-commerce has made the operators of traditional shops breathtaking: in 2010, the total volume of online retail spanactions in China was nearly two times that of 2009, which was 7 times higher than that in 2007. "Far from mentioning, only in November 11th of this year, consumers in our province spent about 80000000 yuan on Taobao online, in which the consumption of online shopping from Hefei accounted for nearly 30% of the province's total consumption. Fang Min said, "on the other hand, this year, many traditional department stores are facing a slowdown in sales growth."

In order to expand their "market cake", many traditional department stores are now starting to "shock". For example, in May this year, Shang's shopping website "Huizhou Zhi Shang" was officially operated, becoming the first comprehensive online shopping platform for local retail enterprises in China.

As early as 2009, the 100 largest group focused on the field of "e-business", and the preparatory work was officially launched in 2010. In the first half of this year, through further contacts with software developers and hardware suppliers, and in conjunction with its own reality, hundreds of big groups set up their own online shopping platform, "100 Great Mall", and set up an independent accounting branch. The website was launched in November 24th, just catching up with the traditional peak season of online shopping. "From the first day of the on-line situation, we handed over a beautiful spancript and achieved a good start. On the morning of the 24 day, within 10 minutes, our order exceeded 200. " The chief of the marketing department introduced to reporters.

"At present, sales of maternal and child products account for 70% to 80% of the total sales volume of the mall," it can be said to have taken the lead. Fang Min said, "this is because, on the one hand, on the age level, the purchase of mother and baby products is just the backbone of online shopping, and milk products and other products belong to the need for long-term purchase of fast moving products; on the other hand, as a shopping website supported by many local stores, our purchasing power is very strong, product quality is guaranteed, delivery speed is fast, and there is a convenient return system for people, so that consumers can buy at ease."

Some analysts believe that for the consumers in this province, local brands such as hundred big groups and commercial capital are deeply rooted in the hearts of the people and have strong appeal. Besides, these department stores have strong financial resources, supply and distribution capabilities in the province for many years. Take the shopping mall as an example, the shopping platform system and the sorting system of the warehouse have reached the first class standard in China. At the same time, on line, it has realized the sharing of membership resources and the integration of the general stores, and has stabilized some of the customers. Under the online, it has made use of the advantages of many business outlets to set up self promotion points to better enhance customers' shopping experience and reduce distribution cost. These are the advantages that foreign e-commerce sites can hardly match and attract local consumers.

Differentiated marketing is unique.

From the national perspective, the current level of e-commerce competition in our province is still weak. "Our online shopping mall can only be regarded as a new format of 100 large groups, as a supplement to traditional department stores." Fang Min admits that at present, there are only 2000 kinds of commodities on the 100 largest mall, and more products are needed.

Insiders pointed out that, with many years of operation and accumulation, hundreds of big suppliers have plenty of resources and many choices. But to expand the types of online products, it still depends on the steady increase in the number of web users. Only with steady growth in orders and continued popularity can we attract more brand suppliers to join us. At the moment, with the "Dongfeng" of the peak season of online shopping, the order of the 100 stores has increased rapidly, and the operator has decided to increase the commodity to more than 5000 during the Spring Festival, giving consumers more choices. "Next year, we also plan to launch online" business street "and let brand suppliers come here to open online stores. This should be our main way to increase profits. Fang Min said.

According to industry sources, the online shopping mall opened by traditional department stores has strong attraction to suppliers, mainly because it can save many costs, such as the threshold fees, display costs and decoration costs needed to enter the physical store. It is understood that a dozen square meters of special counters, the need for decoration funds about 100 thousand to 200 thousand yuan, and usually 1 to 2 years, the original decoration will be pushed back, to replace a more fashionable style of decoration. Comparatively speaking, it is convenient and more economical to set up shop on the Internet.

It is understood that in order to complement each other with traditional department stores, the store will try to form a differentiated sales mode with the entities of the 100 largest group. At present, 20% of the products in the online shopping mall are suppliers for new channels, such as the voice dolls produced by the company. According to the relevant person in charge of Yi mall, the online sales platform will expand the differentiated sales level from 20% to 50% in the future, and carry out differentiated operation with distinctive features to bring diversified shopping experience to consumers. Insiders pointed out that the competition of e-commerce is fierce, and there are constantly new entrants. This requires operators to constantly innovate, not only by their own strong strength, but also by the quality of business philosophy, in order to secure a foothold in the big market of e-commerce.