Retail Sales Across The Channel Promote Or Promote Business Development.

This year's Dragon Boat holiday happened to be connected with father's day, and the promotion war of Guangzhou department store was upgraded again. < p >

If we say that as low as half off of sales promotion has been used to people's habits, the "200 yuan and a direct reduction of 120 yuan" across the category cross counters buying and reducing activities makes people feel fresh, and the "zero profit discount" promotion to all customers has brought many consumers a pleasant feeling of picking up cheap products.

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< p > Dragon Boat Festival three days, 9 big department stores in Guangzhou sucked gold 259 million 300 thousand yuan.

Under the stimulation of the promotional war, Guangzhou department store has achieved good sales results for the time being.

However, the virtual fire of the promotion war is difficult to conceal the chronic diseases of the general merchandise industry. Frequent promotions and the "6. 18" electricity supplier war have already seriously overdrawn the consumption potential, and the industry is worried about the situation in the second half of the year.

"The next 7 and August will be the most difficult and long off-season for department stores."

There are experts to make such a prejudgement.

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< p > indeed, under the general trend of weak consumption growth, sales promotion has overdrawn consumption potential in May and June, and there are more than two months from the next major holiday. How do department stores spend the hard and long off-season? < /p >

< p > < strong > sales promotion overdrive consumption power < /strong > /p >

China's consumer market is also showing signs of weakness in the global economic downturn, P.

In the first two months of the consumption season of traditional department stores in -8 month in May, the major stores were full of tricks, and continued the tradition of "no festivals, festivals and promotions".

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< p > > on the billboard above the northwest gate of Zheng Jia square, the theme of "showing love in early summer" and the slogan of "who are you waiting for?" are listed. Mother's day, 5 / 20 courtship day, 6 1 children's day, father's day and June graduation season are used to wake up consumers to reciprocate and express their love.

Other department stores will not let go of these festivals and compete for promotional activities such as discounts, full sales and so on.

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< p > in the past Dragon Boat Festival holidays and father's day, the promotional war of department stores was smoky, and sales promotion and gimmicks were refurbished, and the duration was too long.

For example, Dongshan Department Store launched a 7 day long festival of Dragon Boat Festival and father's day from 10 to 16 in June, giving back to the activities of "double happiness" and "200 reduction of 120", and allowed < a target= "_blank" href= "http://www.91se91.com/" > "/a", "a target=" _blank "href=" "http://www.91se91.com/" > shoes "no", "domestic table", "mosaic" diamond, and other cross category counters.

"Many shopping malls in the past have many restrictions on their activities, limiting a brand or a special counter, so that consumers have to repeat the purchase of something they do not need to get enough.

And this full scale campaign allows cross categories to fight, which is very good, so that you can buy as much as you want and enjoy the full benefits.

Miss Zhang, who went shopping, told reporters.

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< p > more than Dongshan Department store, Tianhe City department store also launched a promotional campaign of up to 7 days. Clothing for men and women, footwear and other products were as low as half off. Huambo stores, Olympic sports shops and Baiyun New City stores also allowed a total of 500 yuan across the counter to send 250 yuan electronic promotional cards after the discount.

Wanda Department Stores launched a 11 day full 100 reduction of 51 promotions, and even played a special price of men's 95% off super low discount.

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Although the sales promotion time of P store is not extended, the slogan of "zero profit discount" is quite attractive, attracting many people to "pick up the cheap".

On the occasion of the 10th anniversary shopping mall and father's day, Libai Plaza is the first to create an open theme party. The service staff of shopping malls and shops are all bearded and entertain guests with an interesting image, and are accompanied by consumption preferences and shopping courtesy activities.

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Less than P, a variety of promotions finally brought Guangzhou department store to a relatively good performance.

Statistics show that only 3 days of the Dragon Boat Festival holiday, the total sales volume of Guangzhou nine department stores, such as Guang Bai Department Store (including new Daxin, GBF), Tianhe department store, modern department store, Wangfujing in Guangzhou (600859, stock bar), Xinguang department store, Dongshan Department store and China department store, reached 259 million 300 thousand yuan, which brought a relatively good performance for the first half of the year.

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< p > however, there are still worries in the industry.

Because the false sales performance is hard to conceal the fact that profits are falling.

And the so-called "one light three polo", through the May 1 Labor Day, mother's day, 520 online dating day, June 1 children's day, Dragon Boat Festival and father's day two months of intensive promotional war, consumer spending power has been ahead of schedule.

Coupled with the "6. 18" electricity supplier promotion war launched by Jingdong, it has grabbed a huge consumption cake once again. How much of the consumption share can the department store still get? < /p >

< p > "should buy, should not buy also bought, really can not think of what needs to buy in the near future! Unless the businessman hits the discount which is lower than half off, otherwise needs also I will go to Hongkong to buy or to buy overseas."

The idea of shopping for Lily represents the mentality of many people nowadays.

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< p > < strong > the off-season of July and August makes the department store "headache" < /strong > /p >

< p > "for department stores, the most difficult day this year is next July and August."

Huang Wenjie, executive chairman of Guangdong provincial Circulation Industry Association, made an announcement in an interview with our reporter.

According to the analysis, July and August was originally the traditional consumption off-season, because the old and broad love travel, in July and August is in the summer vacation, many families will have the traveling, even goes abroad the traveling plan, this has caused originally to stay in the local partial expense outflow.

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"P >" in addition, usually in the south, the value of goods in summer, especially clothing goods, is lower.

The lack of holiday hotspots in July and August also made the Department's most anticipated holiday benefits unapparent.

Huang Wenjie added.

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< p > Dai Chongye, manager of Dongshan Department store, also admitted that the traditional department stores had been caught up in the promotion of car wars and could not extricate themselves, especially in the first half of the year.

In the industry's words, "no sales promotion is waiting for death. Promotion can still be a success."

And after a continuous promotion of car wars, the consumption potential of the public has been overdrawn. How to do it in July and August is a headache.

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< p > "according to the insiders I contacted, many people are pessimistic about the market outlook."

The sale of high-end gifts and Zongzi on the Dragon Boat Festival is not ideal, and mid autumn festival may also encounter such a situation.

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< p > however, Huang Wenjie predicts that after September, the embarrassment of the department stores will ease slightly.

He analyzed that on the one hand, because of the cooler weather, the value of single products would be increased; secondly, because the following holidays followed, consumers had a consumption impulse, and department stores also had the promotions. Moreover, from the perspective of industrial chain, the real estate industry also had a radiation or influence on department stores.

At present, with the increase of consumer confidence in Guangzhou, many people expect the real estate to continue to warm up. This rebound will also have a positive reflection in the retail industry.

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< p > < strong > cross channel sales or promote the development of real business < /strong > < /p >

< p > although the days of department stores will be better after September, the first thing they have to face is how to get through the long and slack season of two months. Insiders say that the homogenization of Guangzhou department stores and the aging of their business are quite serious. The impact of Electronic Commerce on physical department stores is also increasing. If department stores continue to indulge in the old road of price war, it is very likely that department stores will be eliminated in the near future.

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< p > this, Huang Wenjie said, this is not alarmist, traditional department stores need to adapt to changes in the market environment and make timely adjustments.

"The recovery of the market in the second half of the year needs two factors, one is the market factor and the other is the innovation of the enterprise itself.

In the end, I have seen many Guangzhou department stores have made some innovations under the pressure of the market environment.

For example, recently, the jewelry city of Guang Bai has been made. I think it is also a way to quickly adjust its original GBF, the fashion Tianhe way, and switch it to do this.

I think it is a timely market adjustment, the market reaction is also very vulnerable, and the management effect is also very good.

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< p > there are also people in the industry who say that it is desirable for Tianhe City Department Store Baiyun New Town to pform orteth in time according to regional market changes.

Tianhe City Department Store responsible person in an interview with the media said that the high-end boutique and young fashion positioning has occupied the vast majority of the market in Guangzhou department stores, and now Baiyun New Town is still lacking the format of the outlets, so Tianhe City wants to fill this gap.

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< p > Dai Chongye told reporters that the idea of Dongshan Department Store is to make good efforts to improve the reputation of traditional fist products.

At the same time, a cool refreshing Festival themed promotion campaign will be held in from June 28th to 30th to test the water. All summer related products will be combined to carry out promotional activities to rekindle consumers' shopping enthusiasm.

"Let's take a look at the market reaction first, then make a thorough investigation. If the result is good, we will create some festivals or activities to promote sales."

And for the high-end gift market of the Dragon Boat Festival is not ideal, he said that the future promotion ideas should be changed, from the large group purchase targeted at the unit to the individual consumption market.

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< p > for this proposition, Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business and director of Guangdong Business Research Center, have talked about it many times.

He believes that the traditional department stores can not compete with the electricity providers and their peers for a long time, and their operating costs such as labor and rent do not have their inherent advantages.

In order to win the battle for consumption, the department store industry will develop to high-end products or pform into a thematic shopping mall or professional market, and take the professional route.

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< p > the latest research report released by RSR Research, an American retailing research institute, shows that retail enterprises with multiple sales channels can better communicate with consumers and gain higher profits than single channel retailers.

In fact, compared with last year, the use of every cross channel selling skill in retail enterprises is increasing this year, especially in mobile sales platform.

Therefore, some experts say that traditional department stores should pay attention to the challenges brought by e-commerce, and learn and make use of the advantages of the Internet so as to promote their development.

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The last thing to mention is that no matter which way of breakout is needed, every department store needs to grope according to its own actual situation and the competitive situation of its surrounding business circles. P's attitude of "what others do and what I do" is undesirable, otherwise the department store industry can hardly get out of the haze of homogenization.

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