Transformation Of O2O Mode Into General Trend In Department Store Industry

< p > in the traditional department store, a big wave of "O2O" (OnlinetoOffline, that is, online to offline) is coming.

Following the Tianhong mall, Haining leather city and other companies, friends and other shares also announced "touch net".

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According to incomplete statistics, there are at least 6 large department stores listed in the "O2O" field, and a number of companies have indicated that they may follow up. P

In response, insiders said that the prelude of large-scale retail pformation to mobile shopping is about to start.

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< p > October 11th, friends of the Arab Israeli joint stock announcement, announced cooperation with Tencent to build "Friends of the micro purchase" WeChat public platform.

The announcement said that in order to achieve the "O2O" business mode of offline and online integration, the company signed a cooperation agreement with Tencent Inc's Tencent Da Xiang network. Tencent will build a WeChat public platform based on WeChat's platform and membership entry according to the needs of the company.

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< p > the company said that the functions that the platform can achieve through WeChat are: mobile online payment; shopping mall brand and service information online and offline sharing; membership card binding, members do not need to hold cards to enjoy member services; through intelligent service and customer one to one interaction and one key call company customer service.

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< p > in fact, there are already a number of department stores involved in O2O before friends' share, but Dong Michen, a friend of the company, told reporters that the payment function was directly realized through the WeChat public platform.

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< p > "the marketing mode of department stores is undergoing a great change." "in the future, we must make O2O as a traditional department store," Chen Xuewen said. The Internet will further affect people's lifestyle in the future, and traditional department stores are also facing pformation and upgrading.

Without such a pattern (< a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a), the market share in the future may be shrinking.

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< p > Chen Xuewen also revealed that the company is still preparing to build the "friend ATEX exchange", which is somewhat similar to "vip.com", but it can pick up goods on the ground shopping mall and increase the credibility of the brand. The company hopes for the development of this platform.

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< p > strong > department stores aim at "O2O" < /strong > /p.

< p > after the launch of WeChat platform product "WeChat shopping", Tianhong mall has soared in price and has risen by more than 60% since September. When Wangfujing announced its involvement in "O2O", its share price rose nearly 25% in just 7 trading days.

Haining leather city is in the "Hai Pi city" on-line after, even received two limit.

Haining Leather City Securities Department staff said that the company is through the provision of a platform to connect online and offline.

"Online fancy clothes can be put on line and try to enjoy online discounts."

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< p > the relevant staff of Xujiahui mall told reporters that the "Pacific Pavilion" introduced by Xujiahui mall is directly importing commodities from Pacific department store in the business circle to the online.

And by the end of this year, the APP of Xujiahui business circle will also be launched.

At the same time, it will also launch a smart card to achieve general online and offline shopping, while increasing some life payment functions such as hydropower and gas.

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< p > Nanjing businessmen told reporters that the company is promoting the construction of the "O2O" project. There is no specific timetable yet, but it will be promoted nationwide in the future.

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< p > but in the process of reporter's interview, some people are cautious about "O2O".

Hefei department store securities department believes that the company's electricity business is mainly located in the vertical category of electricity providers, the target customers are mainly in the regional market.

For the time being, the difficulty of doing platform is relatively large, because there are some restrictions.

But he also said that if the time is ripe, it can also be considered, "after all, this is the direction of the future, even if it does not produce too much impact on performance, it is also good for publicity and exhibition."

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< p > > --EndFragment-- > Red Flag chain has also recently heard rumors of "O2O", but Cao Cengjun, the company's secretaries, told reporters that at present, many online businesses hope to cooperate with the company, but it has not been determined yet.

"The company hopes to maximize the value of its stores in the future, but the main business will definitely not change."

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Hu Zhenchao also told reporters that "O2O" is a trend. The company will continue to pay attention to it. It is also exploring and testing. But there are three difficulties at present: how to balance the interests of stakeholders; how the information system supports online big data analysis, order processing, order decomposition, offline shop experience, logistics distribution and after-sales service handling; and the supply chain system coordinates the difficulty of online store marketing plan and inventory balance under each line of P O2O.

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< p > in addition, BBK, Hwang Gao Ke, Nanjing new hundred, Nanning department store, big business share, new world, Zhongxing business, Hangzhou Jie Bai and so on also once came out to get involved in the "O2O" news, but the reporter has not been confirmed for the time being.

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< p > < strong > the arrival of spring in department stores? < /strong > < /p >

< p > O2O, the full name OnlineToOffline, is also known as online and offline e-commerce, which is different from traditional B2C, B2B, C2C and other e-business models.

In simple terms, B2C and C2C are online payment. The purchased goods will be stuffed into the box and sent to the consumers through the logistics company. O2O will pay online, buy the goods and services under the line, and then go to the offline stores to enjoy the services.

By discounting (group buying), providing information and services (booking) and so on, the message from offline stores is pushed to Internet users, so that they can be converted to their offline customers.

In this way, line service can be used to line up customers, consumers can use the line to screen services, and pactions can be settled online, and soon reach the scale.

An important feature of the model is that the effect of popularization can be traced, and every paction can be tracked.

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< p > China's Ministry of commerce data show that the total e-commerce pactions in 2012 amounted to 8 trillion yuan, an increase of 31.7% over the same period. As of 2012, 62 of the top 100 domestic circulation enterprises have launched online retail businesses.

But at the moment of rapid development of the Internet, it seems that online retailing has been somewhat "outdated".

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< p > GF Securities Research Report said, "seamless online and offline is the direction of future retail channel change."

2013 is a year of full-blown China Mobile shopping market. The four characteristics of mobile shopping, including precise customization, fragmentation time, social sharing and "O2O", make consumers the center of the whole consumption chain, and will lead a new round of consumer revolution.

In the era of PC business, traditional retail enterprises are passively accepting the pattern of losing market share. In the era of mobile shopping, traditional retail enterprises actively embrace mobile shopping, and investors will re recognize the value of physical stores.

With the successful launch of WeChat upgraded version service number in Tianhong mall, it is predicted that the intensive period of promotion and upgrading of entity a href= "http://www.91se91.com/news/index_c.asp" > retail enterprise < /a > mobile APP/ social media interaction platform is coming. The prelude of large-scale retail pformation to physical shopping is about to open.

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< p > data show that the US and China's < a href= "http://www.91se91.com/news/index_c.asp" > mobile shopping < /a > market began to grow in 2010 and 2012 respectively.

In 2013, the scale of China Mobile's shopping paction will reach 170 billion 700 million yuan, the penetration rate of mobile shopping will reach 0.7%, the penetration rate of online shopping will reach 9.2%, and the scale of pactions in the next 3 years will still maintain a high growth rate.

The development of China Mobile shopping is slower than 2~3 years in the United States. In 2015, the scale of China Mobile shopping paction will surpass that of the United States as the number one in the world. But at that time, the penetration rate of mobile shopping is still different from that of the United States, and there is room for sustained rapid development.

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< p > in the interview process, a researcher joked to reporters, "the spring of retail industry has finally come!" he said that the market believed that the mode of online and offline interaction would have a "disruptive" influence on physical retailing.

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< p > but O2O is still in its infancy.

GF Securities Research Report shows that "O2O" is essentially the process of enhancing the "flow" interaction between online and offline. The concept of "traffic" includes four aspects: information flow, capital flow and logistics of customers and commodities.

The deeper the interaction, the greater the attraction to customers, but the difficulty of promotion is also rising.

At the same time, the closed loop of mobile shopping requires very high information system, logistics system and payment system, which requires continuous and large-scale investment. Before the final entry into force, enterprises need to endure long time profit margins to continue to fall or even lose money.

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