Electricity Supplier Sales Promotion Wave After Wave Of Physical Store Impact Is Really Small.

The "double 11" that sent away the craziness was welcomed by the "double 12 wars" today. Compared with the sales promotion of the electronic commerce platform and the sales of 19 billion 100 million yuan per day, the physical shops are a bit quiet. During the 8 days of the Mid Autumn Festival National Day Golden Week this year, the total operating income of 395 large and medium-sized commercial enterprises and more than 5000 outlets in Shanghai is 6 billion 430 million yuan, less than 1/3 of the online shopping volume in 24 hours in November 11th.

A few days ago, after visiting the major commercial circles, the reporters found that the impact of the electricity supplier on the low and middle end commodities was quite large, leading to the emergence of a "copy number clan" that only bought and recorded, and went online shopping. The traditional stores were reduced to the "fitting rooms" of online shopping consumers. The wave of sales promotion of electric providers is just like a "zombie group" of a wave to the traditional commercial "provocation". Is it worth living with the plants of "zombie group" war?

Taobao launches "my double 12"

　　 Impact: e-commerce promotion for 1 days is comparable to department store's busy 3 years.

"Double 11" and "December 3rd Juhuasuan" just passed away, and Taobao launched the "double 12" in full swing. If you collect the treasure, if you have a discount sale in the "double 12", it will remind you that you will know immediately which merchandise is depreciate.

Consumer online shopping enthusiasm and spending power beyond imagination, can not be underestimated. As we all know, this year's "double eleven" one day, Tmall and Taobao trading volume reached 19 billion 100 million yuan, refresh the new record of China's single day retail.

The sales volume of 19 billion 100 million yuan is equivalent to the total retail sales in Hongkong about 24 days in the "shopping paradise". It is also equivalent to 3 times the total business revenue of 395 large and medium-sized commercial enterprises and more than 5000 outlets in Shanghai during the 8 days of the National Day golden week. It is reported that during the 8 days of the Mid Autumn Festival National Day golden week, the total business revenue of the above commercial enterprises and outlets is only 6 billion 430 million yuan.

More than that, this figure is equivalent to the sales performance of shinguang world in the past 3 years. According to China Electronic Commerce The Research Center reported that the annual sales volume of the Parkson group was about 400 million yuan on average, while that of Xinguang was 6 billion 500 million yuan last year. The total performance of Wangfujing department store last year was about 20 billion yuan, and the annual sales of Watsons 1100 stores was 10 billion yuan.

Among them, Shanghai netizens contribute a lot. Alibaba group released data show that in November 11th, a total of 213 million Internet users participated in Taobao's "grab goods" all day. In the dual eleven domestic urban consumption strength ranking, Shanghai's online shopping consumption ability proved to be "second to none": in just 24 hours, Shanghai netizens bought Alipay's 1 billion 350 million yuan merchandise, ranking first in the country.

"Although the sales volume of traditional shopping centers is still on the rise every holiday season, the power of electronic commerce should not be underestimated." Insiders said that when the "double 11" was used, both the sales promotion efforts and the popularity attracted by the electricity suppliers basically exceeded the physical stores.

In an interview with CCTV, Ma Yun said that the new business ecosystem represented by the electricity supplier will revolutionize the traditional business ecosystem. "It is like a lion eating the sheep in the forest. This is the law of ecology. The game has begun, just like the telephone and fax opportunities replace a large number of letters, which is an inevitable trend. The new economic model is a bit of a lion.

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　 Impact: department stores become "fitting rooms"

Recently, reporters visited many commercial and shopping centers and shopping malls in Shanghai Huaihailu Road business circle, Lujiazui business circle, Nanjing East Road business circle, Wujiaochang business circle and other commercial circles.

Be located Nanjing A department store in East Road, a women's clothing brand guide, told reporters that every time the electricity supplier was promoted according to the festival, it could affect the sales of the physical store to a certain extent. When "double 11", many people came to the counters to try them on, but often they didn't buy them. They finished buying the number and bought them online.

White-collar Xiao Zhang, who likes online shopping, is a member of this "copy number" family. Now there is a saying that our group turn shopping malls into fitting rooms, but the same brand and model clothes are generally cheaper than buying in the store, and some are cheaper than hundreds. "A down jacket I saw in ONLY is half the price on the official website. But if I want to buy something similar to LV bag, I still choose to shop.

"Opening Tmall mall is not hard to see. In every category, more than 50% of its products have not been heard by consumers before, and the brand of 20%-30% is a semi familiar brand suspected of being" big money ", and the rest of the well-known brands are few. However, they share a common feature, that is, the price is cheap. " Nandu economic commentator Tian Aili said.

Electricity supplier observers Lu Zhenwang Taobao Online Suit The five categories of shirts, bags, jeans and skirts sold for the first 100 months of the month made a price analysis, and found that the current electricity supplier clothing market is still relatively low and high priced products are hard to sell. Take the suit as an example. The top 100 sales of its products are priced at 71% yuan between 200~300 yuan, which is relatively low in the suit.

　 Challenge: let's make a profit.

Indeed, the "cheaper price" of the electricity supplier has made the consumption enthusiasm and consumption power of consumers online get the most out of play, shunting part of the consumer groups, and more importantly, gradually picking up the fruits of some physical shops.

Previously, Internet analysts were only analyzing Taobao last year. Two twelve "When it comes to performance, the top three sales of Taobao are women's clothing 1 billion, household goods 500 million, 3C4.8 billion, followed by mother and baby products, shoes and cosmetics. Among them, pure network brand accounted for less than 0.1%, most of which were originally offline brands. "Visible online sales grab the share of traditional retailers."

If Tmall Taobao's "double 11" day's 19 billion 100 million yuan into the 2011 China chain top 100 list, it will squeeze 19 billion yuan sales group Liqun ranked twenty-fourth. Let the TESC, O, Parkson, Jin Ying and other traditional retail chiefs who are behind them fade.

Public information shows that in September 2011, the Pacific Department Store announced that because of the failure to cope with the rising rent, its Pacific department store in Sanlitun, Beijing, was officially closed. In May this year, the first department store in Shanghai was shut down, and in August, the spring department store in the Southern part of North Sichuan Road closed. The reason why these once glorious department stores chose to leave the scene of sadness is that the main cause of rent rise is a huge impact of e-commerce.

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According to the data of China chain operation association, due to the impact of the Internet, the capacity of the supermarket in the second tier cities has been significantly reduced. Last year, the average labor cost increased by 30% or so, and the average cost rate of enterprises increased by 20% compared with 2010. The management of enterprises increased by 20% compared with 2010. This year, the number of major retail enterprises increased by two months, but compared with the same period last year, the growth rate of retail sales of 100 major major retail enterprises in April dropped by 11.44%, and the growth rate slowed down.

For the "war" business, department stores and other physical shops also launched corresponding marketing strategies. For example, starting from December 7th, Paris spring department store opened a 3 day second round of "no shut down" marketing, Pacific Department Store anniversary, "198 reduction of 100", and the anniversary of the land Plaza "99 reduction of 60". However, these discount efforts are not much. In early spring of December, Paris spring launched "a single cabinet to buy clothes for 11880 yuan to send iPhone 5", "jewelry inlaid, home bed products full 14880 yuan to send iPhone 5", so that the spring of Paris people flow "blowout."

Zero morning real estate consulting and Planning Manager Zhang Jiahao said, it is obvious that if the department store in the downtown area has to pay 5 yuan to tens of dollars of rent per square meter per day, plus the cost of the waiter and the tax, the physical shopping mall has no advantage in the normal price of the goods. Only when the festival is like half off or forty percent off, can the price be set up with the electricity supplier.

　 Strategy: physical shops introduce high-end brands

However, Zhang Jiahao also pointed out that the half off and forty percent off discount of physical shopping malls increased the turnover, but also affected the profit margins of business operators.

According to the industry's incomplete statistics, sending the mobile phone, reducing the profit and so on, let the overall profit of the department stores decline. In the past, the gross margin of the majority of the operators was more than 20%~25%, and now the 20% of the industry has already been good, and the gross profit margin of many operators has dropped to 15%~20%.

In order to protect the turnover, the entity store operators only have to increase the unit price of the guests to balance, which requires the introduction of high-end brands to raise prices. According to the first financial daily, Yan Chengda, deputy general manager and Huaihai store manager of Shanghai Pacific Department Store Limited, has admitted that the store has moved all the women's shoes on the first floor to the ground floor, leaving the area to be turned into jewelry, watches and SWAROVSKI counters. Bottega, Veneta and GUCCI have also been placed in Hong Kong Plaza.

"Because of the unique advantages of high-end brands, e-commerce can not bring any impact on these products." The head of a large department store said.

　　 Survival: the high-end market is still in the hands of physical retailers.

In the reporter's visit to the Shanghai business circle, many international first-line brand shops and luxury jewelry stores found that, compared with the low-end goods, high-end goods were not affected by the electricity supplier.

"Some promotions on the electronic business platform have little impact on our sales," he said. "We have fixed consumer groups. Shopping in Huaihailu Road brings them more perfect shopping experience."

Ms. Wang, who is shopping in the shop, said, "I am relieved to buy it in the shop. Now some of the products are too realistic to see."

"The more expensive products, the stronger consumer experience needs, and the electricity providers are hard to provide." Lu Zhenwang said that for 3C, home appliances, books and other standardized products, the trend of electricity commercialization is more obvious, and for high-end, non standardized goods, the current electricity supplier is difficult to penetrate deeply.

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"Our clothing can be customized and high quality service, which is incomparable to online shopping." An international brand saleswoman said.

Tian Aili pointed out that in the fields of clothing, footwear, books, 3C products, home and many other fields, the fire of the electric business really hit the offline stores. But in the fresh food, catering, high-end clothing, high-end skin care products and luxury goods, the proportion of the business that the electricity supplier can cover is still very limited, most of which only serve as the inventory clearing platform for the brand dealers.

"Luxury electric providers also think there is no prospect, but some are just fake and unreal vanity prospects." Dangdang CEO Guo Qing Li Say.

　　 Forecast: "double 12" will break the "double 11" record.

"Double 12" is coming, but the traditional shopping mall is different from the electricity supplier. "Double 12" is neither a two-day weekend, nor is it too close to Christmas and new year's day. Compared with that, many businessmen choose to give up the "double 12" holiday and focus on creating a big holiday.

The 100th cargo chief of Nanjing East Road Shanghai said, "we have our own rhythm, and our sales strategy will not disrupt the electricity supplier."

"According to the rule of past years, the traditional shopping mall has entered a busy season, and the Christmas and year-end celebrations will be very large, so every family is focusing on creating this promotional battle." A shopping mall Planning Department official said, compared to the short "double 12", the traditional shopping malls certainly valued the longer Christmas, new year's day and year-end celebration.

"Double 12" I will still hold all kinds of computer "spike", the activities of the physical store not only this day, and the preferential time is long, behind there are Christmas, new year's day, year-end celebration and a series of activities, I can slowly stroll. Ms. Huang said that it was a great success.

"Double 12" is also a Shopping Festival made by the electricity supplier itself. It is more famous before the "double 11" World War. I think there will be more crowds joining. Electricity supplier observers Xiao Liu predicted that the "double 12" with the help of the "double 11" momentum will break the record.