Transformation Of Domestic Department Stores Requires Introduction Of Technology Genes

At present, the individualized, diversified, high-end and service consumption habits of the first and second tier cities in China are forming, and the three or four line urban consumption upgrading is accelerating. Facing the consumer characteristics of multi-level, regional characteristics, domestic Department stores We need to make corresponding changes to cope with changes in the market environment.

　　 How to realize the transformation of department stores on the existing basis?

Jing Linbo, a researcher at the financial and Strategic Research Institute of the Chinese Academy of Social Sciences, believes that shopping is only a motivation for consumers to go to shopping malls, while leisure and entertainment and experience consumption are gradually improving. Therefore, traditional department stores need to expand their connotation of operation and increase leisure facilities such as cinemas, amusements, restaurants, and so on, forming a department store complex.

But the reality is that the size of department stores is not enough. Shopping Mall In the current department store's single store area, for example, a single store is between 10 thousand and 30 thousand square meters. According to the regulations of the Ministry of Commerce, the area of 30 thousand square meters is the standard interval, and the number of stores 40 thousand to 50 thousand square meters is very small. This has also become a difficult problem that restricts the scale expansion and transformation.

In his view, for most department stores, the basic architectural pattern has been determined, so it is extremely difficult to make space transformation, increase pollution discharge and transmit power transmission lines. Especially those old department stores are mostly located in the central area, lack of expansion space, transformation is just a relief plan, can not fundamentally reshape their format influence.

In this context, department stores must reinventing themselves and reengineering the whole process. Department stores in Europe and America Retailer We should focus on the single channel, cross channel and multi-channel evolution to the consumer centered channel to meet consumers' full coverage at anytime, anywhere.

According to the latest research results of IDC Retail Insights, the consumers of all channels are the standard gold consumers. Compared with single channel consumers, multi-channel consumers spend an average of 15% to 30% more. Compared with multi-channel consumers, the total channel consumers spend an average of 20% more. More importantly, customer loyalty of all channel consumers is much higher than that of the first two, and will affect more customers through social media and online activities.

Jing Linbo said that for the department store industry, the integration of the whole channel is not a simple connection, but rather considers the applicability and complementarity of various channels, and even creates better integration benefits. It emphasizes 5 C: Customer Centric, Cloud SaaS, Collaboration (collaboration with customers and distributors), communication promotion (Communication) and collaborative community (Community), and only by introducing technology transformation genes and enhancing innovation capability can the Department Store change its profit mode.