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Wang Jing: Shopping Centers Need To Embrace The Internet If They Want To Develop.

2013/5/31 21:41:00 6

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develop and embrace the Internet .
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 - Wang Jing, chairman of Jiuzhou vision business management center, shopping center, 
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 network affects consumers 
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 as we all know, shopping centers are consumer goods markets, and customers are the most fundamental factors determining their changes. In recent years, China's consumer attitudes have changed dramatically, becoming a contradiction between high brand dependence and low loyalty, leaving most businesses at a loss. 
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 "the core of the impact of consumers is the new technological revolution." Wang Jing published his own view: "10 years ago, most consumers first sought the convenience of location, but the emergence of the Internet changed all this. Consumers are getting higher and higher in the equivalence of information, and at the same time, the loyalty of consumers is decreasing." 
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 consumers' buying behavior appears more and more characteristics of seeking greater right of speech, such as price comparison websites, group buying websites and so on. "For example, when making a clothing purchase decision, I can send my clothes to my friends directly through WeChat or other technical means. Let's see if it is good or bad, ask for advice, then make a decision." Wang Jing, for example. 
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 according to the traditional retail view, judging the market segmentation is basically based on the theory of "life cycle". When judging the size of family, the level of income and the age, the consumer market can be judged by such latitude. If there is no essential change in per capita income, the characteristic of performance is popular market characteristics. 
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 but because of the emergence of the Internet and wireless Internet, consumers will have great fluctuations in the choice of categories, resulting in the loss of the concept of mass and the more and more subdivision of consumers. Wang Jing said the shopping center's research on consumers would not be able to compete with Internet retailers and other rivals in the future if they could not keep up with them. 
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 the change of consumers is not achieved overnight, but rather slowly. When these changes accumulate to a certain extent, similar consumption behaviors will appear when some factors appear. Through analysis, we can see the context of consumers' future changes, and there are great market opportunities in this context. 
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 competition is going on every day, 
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 by the DDT and China Chain Store Association jointly issued the "2012 China shopping center and chain brand cooperation development report" shows that shopping centers in China will grow at 300 per year, and reached 4000 in 2015. 
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 the National Bureau of statistics shows that the total retail sales of social consumer goods increased by 12.1% in 2012, and the growth of per capita disposable income in China was about 9%. "The growth rate of shopping centers is around 20%, which means that supply is unbalanced." Wang Jing believes that two implications must be paid attention to. First, shopping centers are getting more sales from other channels. Shopping centers may get a higher share from street shops and department stores, and the importance of shopping center channels is increasing. Secondly, the overall commercial real estate business and the growth of its commercial area compare with the growth of per capita income and total retail sales of social consumer goods, which will undoubtedly increase competition and the situation is not optimistic. 
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The increase of P will undoubtedly increase and the competition will become more and more intense. Even in the same shopping district, the density of shopping centers will be higher and higher. How can core business circle achieve healthy competition? 
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 "now the competition of good business circles is just like Tianjin peace street. It's either an outer suburb shopping center, no competition, but a fixed consumer. " Wang Jing analyzed. 
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 according to the Boston retail competition matrix mode, the share of shopping centers or department stores or other formats in the top three of a business circle usually accounts for more than 51%. Suppose that the purchasing power of this business circle is only 10 billion yuan, and there are many shopping centers competing. If the former three share 5 billion 100 million yuan, then the funds allocated to the latter businesses will be very few. Wang Jing said: "from the structural or quantitative point of view, the challenge of over competition is clearly irreversible in the next ten years. This means that enterprises can only go to the front if they want to survive. In a 3 billion yuan business circle, enterprises must survive first, second and third, otherwise they will not survive. This is the status quo. 
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Competition is ongoing every day, and it is difficult to avoid the reality of P. "Business circle competition to a certain extent may achieve a certain equilibrium, but if we open a new one, we will break the equilibrium and continue to adjust. This is a core proposition for the retail industry." Wang Jing concluded. 
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 shopping center should be combined with network 
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 the spanformation of retail channels is also revolutionary. Professional integration will enable department stores to develop into shopping centers, and shopping centers in department stores. Needless to say, shopping centers will be the most important terminal channel in the future. 
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 but the emergence of the Internet will breed greater changes. Data show that in 2012, China's Internet retailing reached 1 trillion and 300 billion yuan, accounting for 6.2% of China's total consumer goods. The Internet Retailing in the US market accounts for about 25% of the total social consumer goods in the country. "In recent years, the growth of the retail industry in China's Internet industry is 90% to 110%, while the total retail sales of social consumer goods has increased by 12.1%, and the growth rate of the Internet can not be underestimated." Wang Jing said that Internet sales will continue to grow at a high speed. 
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 retail channels have four evolution processes from the past to the future: single channel retail, multi-channel retail, cross channel retail and full channel retail. A single marketing channel means that the production enterprise sells products only through a marketing channel. As the form is not conducive to the advantages of the integration of intermediate channels, it will easily lead to the restriction of information flow, logistics and capital flow, and impede the development of channel functions. Nowadays, more and more businesses have abandoned this model. 
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 multi-channel retail is through the official online shopping mall, platform mall store, community mall and other multi-channel network coverage, seamless connection with online shopping crowd, to achieve goods, promotions, information synchronization management, so as to establish the whole network centralized control system. "Like UNIQLO is a very typical example. In Tmall, the sales volume and sales volume on the Internet are about 10 to 1. It has already started the concept of multi channel retailing on the whole strategy. It has not only physical stores but also its own stores on the Internet. Wang Jing said. 
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The concept of cross P retailing is a step further than the concept of multi-channel retailing. It is a retail mode combining virtual stores, physical retail and the Internet. "The cement is still in front, the mouse is still in the rear, but only in terms of ideology, cross channel retail, there are more ideas in it." Wang Jing said. 
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 the whole channel retailing structure is a complete channel idea that integrates cell phone terminal and entity store with mouse as the core retail. Wang Jing thinks this is the mainstream of the future shopping, "in the future may be like shopping in the future, first from the mobile Internet mobile phone to see the optional shop, and then look at the inside of the style, choose three to four styles of clothing, and then send a message to the selection shop, the guide, according to the data and characteristics, recommends clothes, after entering the store, the shop assistant can kindly call out the name of the customer, after the trial, send a WeChat to make friends reference, everyone said YES or NO, and then purchase." 
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 SoLoMo is the abbreviation of Social, Local and Mobile, that is, social, local and mobile. So is undoubtedly the trend of the present and the future, and the "Lo" and "Mo" are more quickly built on the platform of Social. Wang Jingtan said: "SoLoMo is the core direction of the future development of shopping centers. From the retail field, we see that the development of multi-channel and all channels is related to SoLoMo, meeting the needs of Social, meeting the needs of Local, and finally embracing Mobile. The reason why Tencent is cattle is because of QQ. Shopping centers must take this as the most important thing to do. 
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 there is no doubt that the development of technology is unstoppable, and shopping centers are the same, and no change will be eliminated. "Shopping centers need to understand the Internet, embrace the Internet and integrate with the Internet, rather than how much the Internet has taken." Wang Jing thinks. 
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 branding is the killer of development. 
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 the future value, future direction and brand value of the shopping center, no matter how to compete, the final competition results are competitive products. Nowadays, the homogenization of shopping centers in China is serious, and the decoration is becoming more and more luxurious. The tenants are becoming more and more similar. This trend aggravates the homogenization competition among shopping centers, but does not enrich consumers' choices and satisfy their deep needs. 
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 brand is an important feature of the shopping center in the future. Fully recognizing the brand is the external manifestation of the product. It is very important to recognize the identity through the way of association. But today's developers do not pay much attention to brand names, and think it is only a title. "In fact, the product competition strategy, marketing mix strategy, product mix combination, and the satisfaction of functional needs are also the result of the recognition of the related parties through a mirror. For example, the joy city is aimed at 18 to 25 years old, providing clothing, entertainment and catering for young people. The Mixc is a leader in the city, advocating an international consumption concept, highlighting the fashionable taste and elegant style. These identities are very clear, but nowadays most shopping centers are not very clear about brand building. Wang Jing said with regret. 
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 finally, Wang Jing said that the brand should have different strategies in the different stages of the development of the enterprise's products. If the scale of the shopping center is already very large, but the brand building is not good, and the bargaining price of the brand is very low, it can still be called an ordinary giant. If the size of the shopping center is not very large, but excessive publicity of the brand, the strategy is called pale aristocracy. Different stages of brand building have different strategic logic. 
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 reporter's notes 
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In the four quarter of 2012, Taobao Tmall retail sales for the first time exceeded 1 trillion yuan, while the retail sales from shopping centers were 2 trillion yuan ~3 trillion yuan. The replacement effect of e-commerce on shopping centers, especially two or three city shopping centers, is emerging. With the rapid development of the electricity supplier and the demise of traditional retail, the shopping center presents the characteristics of the Yangtze River and the waves ahead. The combination of online and offline is imminent. Competition is inevitable in a certain historical period. Only competition can drive shopping centers to further innovate. Now successful shopping centers have commonalities, that is, every successful shopping center attaches importance to consumers and full of brand personality. 
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 2013 is the third year of large-scale shopping center development. It is also the year when the project is opened and opened. It will also be a year of hidden problems. It is hoped that the shopping center will withstand the pressure, break the deadlock and break through the evolution.