Apparel Retailing: Competing To Set Up Group Buying Websites

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Rush to run

For a long time, traditional department stores have been popular with consumers for their comfortable shopping environment, convenient pportation and excellent landing service. But with the continuous development of the retail market, the seemingly bright department store industry is hidden behind the crisis of the erosion of profits, such as labor costs and rental costs.

In addition to the continuing risk of labor and property costs on the development of department stores,

Beijing Wangfujing and Shanghai Bailian, the first to try online business.

Wang Yanping, deputy director of the retail business committee of China general merchandise Association, once said so.

"Internal and external troubles" forced department stores to start exploring new marketing ideas.

In this part, many department stores are making friends with friends, and cooperate with the most popular group buying in e-commerce, opening up a new marketing mode.

For the first time in the F group, Xie Bai tried to buy water in the group, which was launched at a low price of 5 yuan for 50 yuan consumption coupons, which lasted for three days. The time limit for group purchase tickets was six days after the end of group buying.

"Because it is the first attempt, I dare not let go of my hands, so the number of group purchase tickets is limited to more than 100 tickets. 50 yuan vouchers are limited to the purchase of clothing products. After the three day group purchase, we found that although the scope of the first activity is not large, there are 712 guests participating in the group buying, and the utilization rate of consumer coupons is also good."

Jie Bai marketing department official said.

In addition to Jie Bai, the official shopping website of intime department store has done group buying coupons with F group, buying 3 coupons for official shopping website of Yintai department with a value of 760 yuan, including 5 yuan, including a single product coupon of 400 yuan, a reduction of 200 yuan, a single ticket full of 600 yuan to reduce 240 yuan, 800 yuan to reduce 320 yuan, and 913 people to participate in activities.

In addition to Jie Bai and Yintai department store, Xi'an Mei Yi eight MALL project, Guangzhou Yao Square Plaza project and Shenzhen maie general merchandise project are also unwilling to be lonely, and actively cooperate with tick group.

Tickled group and Xi'an influential century Jinhua Mei Yi eight MALL launched the voucher for shopping malls.

More than a month later, it launched a joint venture with the local department store elite Maui department store to launch a one dollar ticket "thanksgiving" special product activity, which is also popular among the public. Besides, small group buying such as Guangzhou Yao square group buying 1 yuan VIP card is too numerous to mention.

The cooperation between these department stores and group buying websites is to popularize traditional department stores from offline to online implementation of the innovation, so that the traditional department stores are no longer empty talk.

Cross industry cooperation and precision marketing

Resource interchange

In fact, in addition to these department stores, there have been department stores trying to buy group activities, but in what way it has become a new way for all department stores to try and explore.

If you choose merchandise in kind for group buying, though it is the most simple and direct, advertising or posters can not display products in all directions like online stores.

The exhibition is not in place, plus it can not answer customers' questions about size, color and so on in time, just like online customer service. It is very difficult to arouse customers' enthusiasm for group buying for goods with low standard of clothing.

Department stores turn their attention to coupons. This is also a group buying project that the department stores are more willing to do. It is also a discount, but it uses different means to attract customers through different channels.

Different from the points and vouchers issued by shopping malls for VIP customers, group buying coupons are prepared for potential customers who are young, just joined in the work soon, like Internet and keen group buying, and few of them are VIP.

From this point of view, if the group buying coupon can bring a lot of strange visitors and freshness, it will be a good thing for department stores.

Although department stores are facing bottlenecks in development, Huang Guoxiong, a professor at Renmin University of China, said that the department store format will not decline. How to locate scientifically and how to operate is the key.

Besides the efforts of the department stores to seek the most suitable characteristics of their own development, and to develop in the direction of close integration with the real estate, and to build their own shopping centers to survive, the traditional department store industry can "turn the enemy into friends and make use of it" for the former group buying activities that are regarded as rivals.

Through the cooperation of different industries, we will organically combine the traditional marketing methods of large-scale fashion shopping MALL with the precise marketing method of group buying to achieve resource interchange, joint development of members, joint promotion of group buying and preferential treatment, so as to realize the explosive growth of the number of merchants, the increase of coupons, the increase of sales volume, the increase of the popularity of shops and the influence of business circles.

Traditional department stores also began to "sprout new trees" and catch up with the fashion of group buying. Perhaps this is not a flash in the pan coincidence. As Chu Xiuqi, President of the Chinese general merchandise Association, said, "this is an innovative era. Retail formats are undergoing dramatic changes. In the process of moving from tradition to modernity, innovation stimulates energy and innovation decides direction."

At the beginning of the year 12th Five-Year, the retail industry will also enter a new stage of development.