Why Can'T Traditional Department Stores Form Linkage Between Online And Offline Businesses?

< p > "there are so few people in shopping malls nowadays. I'm worried about how they live."

Yesterday, reporters went to some department stores to experience physical stores, and actually felt "cold in front of the door".

In order to attract consumers to click consumption, many department stores also set up their own online shopping mall. However, the reporter's experience has found that many online shopping malls in department stores are just "trendy" embellishment and shopping experience is very poor.

Why can the department store industry with traditional advantages not be linked up online and offline? < /p >

< p > < strong > store > /strong > /p >

< p > < strong > the front door is snubbed and low in popularity < /strong > < /p >

< p > a subway station, far away from the mall, saw a large advertising campaign on the front of the shopping mall, with the "100 full reduction of 20 to 50" temptation on the poster, but these still did not allow too many customers to enter.

Walking into the mall, the first floor is cosmetic counters. The two brands of "BOSS" and "MAXFACTOR" guide are chatting through empty aisles. The two shopping guide of "YUE SAI" is too focused on chatting, so that when customers go out seven or eight steps away, they hailed and said, "welcome to try new summer products."

The two brands of "Mamonde" and "L Or e Al" are compared with sales on the same day.

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< p > generally speaking, the upstairs a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > Regional popularity should be more prosperous, but it is also not busy.

I didn't know which guide, changed my work clothes, sat on a small stool in the middle of the two partitions, lowered my head, chewed the steamed bun, and looked at the mobile phone web page.

ONLY shop rang loud music, and four shopping guides in front of the fitting room were lobbying around a woman trying on a skirt.

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"P > look, more is the store" a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > music.

The little girl who receives silver at the corner of the two staircase may be tired and rest on the table.

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In the afternoon of P, the reporters rushed to Han Guang Department store.

In the past, because of the superior location of the exit near the subway station, many consumers always entered the shopping mall when they crossed the flyover.

But this time, the market is obviously not as busy as before.

Because the shopping mall is holding a "2013 big grab Festival" activities, the whole audience is reduced by 100 from 50, and the popularity of the store is still justified.

"Today is to accompany my mother to buy clothes, to go back home to wear tomorrow, otherwise hot days, who will also come to the mall!" a middle-aged lady sweats while walking.

Under the temptation of the big sale, customers did not rush to buy large bags or small bags, mostly carrying bags.

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< p > reporters saw that there were not many people in cosmetics counters, and four or five customers were wandering around. There were still a few people who could not stand outside the high temperature to get into the shopping mall.

Shopping guide is a little girl who loves beauty and collate her hair in front of makeup mirror.

A a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" shop shopping guide to see a sparkling sandals in her shop, see no customers, she tried it on herself.

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< p > most clothing areas do not have customers. Some shopping guides begin to sort out their clothes and take out the bookkeeping carefully.

"At first I thought the skirt was pretty good, and I didn't feel so good about it at once," the two lady remarked as she pulled her arms down the stairs.

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< p > < strong > department store online store < /strong > /p >

< p > strong > Gingerbread is an ornament < /strong > /p >

< p > < strong > customer service has been ignored. < /strong > < /p >

< p > "pro, what can I do for you?" this is a symbolic language for customer service of a professional shopping website, and has become a fashion trend.

Some consumers also like to bargain with sellers in this context. "It's more fun. This is also one of the fun of online shopping."

However, reporters who log on to a trade center's online shopping mall found that although there were online customer service, but when reporters opened the consultation, they did not respond to clients.

After waiting for about 7 minutes, the reporter asked again, although the customer service personnel showed that they were online, they had not answered reporters.

After 1.5 hours, the reporter saw no customer service, and had no choice but to turn off the consultation column.

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< p > online customer service at another famous shopping mall online told reporters that they were off duty at 5 p.m.

When a reporter asked, if you visit your online shopping mall in the evening, how do you ask questions? Online customer service says sorry, and says there is no customer service at night.

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< p > in the online shopping mall of Han Guang Department store, the reporters did not find online customer service. If you want to buy something online, you can fill in the "I want to consult" column, limit the number of words 400 words. However, when reporters fill in, they always fail to go out, always showing that "goods are not available", which makes reporters somewhat confused.

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Miss P, who loves online shopping, says that when you shop around, you usually look at your home after work. If you don't have customer service staff, how can you consult online? < /p >

< p > < strong > fewer species, < /strong > < /p >

"P >" to buy things online, many consumers pay attention to other people's purchase comments, but in the department store online shopping mall, want to see comments is a difficult thing, reporters experience the above three findings, basically no user reviews.

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< p > reporter found that some shopping malls online shopping mall products are relatively complete, but unfortunately, it is very difficult to find user reviews and purchase records behind the merchandise here.

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< p > the official shopping website page of Han Guang Department store looks very difficult to find goods, and the online shopping mall is mainly about skin care, glamour makeup, personal care and other commodities, and there are few other kinds of goods.

The reporter tried to search for "Cowboy SHORTS" in the search bar and found no products. No search was done with "trousers". Finally, there was no commodity for "pants".

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There are also some shopping mall products on the mall, but there is no commodity in the search bar for entering "jeans shorts". The input of "western trousers" is also not available. Finally, the input of "pants" search shows that there is only a $236 sports pants P.

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Ms. P, who loves online shopping, says that the online shopping mall is about mass selection and word of mouth. These two things can not be done and what online shopping mall is.

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< p > < strong > reflection < /strong > < /p >.

< p > < strong > why can't online and offline join together? < /strong > < /p >

Liang Huanlei, a department store analyst at China commercial circulation Productivity Promotion Center, once conducted a survey of department stores in P.

From his survey, many department stores' online shopping centers are embellishment, which is to meet the needs of rich formats, not the main way to make profits, and most of them do not make profits.

A shopping mall staff also admitted that it was also fashionable to do online shopping at that time.

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< p > department stores have plenty of sources of supply, but how can online stores become furnishings? Why do online and offline businesses fail to interact with each other? < /p >

< p > Liang Huanlei analysis said that logistics and distribution capabilities are also a bottleneck for department stores to enter the electricity supplier.

At present, most electronic stores in department stores rely entirely on physical stores' inventory and logistics distribution, and there is no independent logistics distribution network system.

This leads to a certain difference between online inventory and physical store docking, which may lead to asymmetric inventory and affect the subsequent distribution of online shopping mall.

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< p > electronic commerce is a burning industry. Its investment is often over ten million yuan. Its profit pattern is totally different from that of physical stores, especially in terms of commodity selection, logistics distribution, network marketing and so on, which are suitable for network sales.

But most of the department stores expand their e-commerce business directly from the entity stores, lacking professionalism.

In addition, due to the concentration and scale of the electricity supplier industry of department stores are not big enough, the attraction of talents is not strong.

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