O2O Forced Traditional Department Stores To Face Reform

　　 Over the past year, the pressure on traditional retail department stores has been increasing. On the one hand, labor costs and rents have been rising again and again. On the other hand, the impact of e-commerce is coming from more and more consumers. clothing The sale of electronic and household appliances has been greatly affected. Over the past week, online to offline or offline to online mode. O2O The industry trend to dominate future business is being recognized.

In the first half of the year, Suning cloud merchants pushed the online and offline prices to the same price, while Suning Yun pushed the online and offline prices to the same price. Now, more commercial enterprises such as Tianhong emporium, friends and shares have joined the ranks of O2O, and the entire business format is expected to change dramatically due to O2O. Recently, retail department stores are also popular because of O2O, and the related stocks such as Su Ningyun, Tianhong mall, Wangfujing, Nanjing China Merchants, friendship shares and other related stocks have risen sharply. O2O has opened the imagination space of these stocks at the same time when opening the retail department store industry.

In the view of journalists, the department stores are doing "neighborhood businesses". In the past, most of the shops were nearby residents, and the products of department stores also came from vegetables, fruits and clothing. shoes Hat, cell phone TV to gold and silver hand ornaments have everything, including the general daily household supplies. Besides shopping for cheap goods, consumers also need to touch and apply experience. When a family visits a store, this shopping experience can also meet the needs of emotional communication. All of these needs are not met by e-commerce shopping, so department stores in the future can not only be reduced to the "fitting room" of the electricity supplier. It needs transformation, and O2O has opened up such a possibility.

O2O can be understood as guiding users from online to offline, such as group buying websites, and can also be interpreted as guiding users from offline to online, such as suning.com. In the future, this boundary will become increasingly blurred.

Imagine that when you open WeChat platform, you can immediately search for the nearest department store and go to the website to find your favorite merchandise, then pay the order, because the WeChat platform has opened the Department Store membership system, so when you order, you enjoy the membership price. If it is fast, the goods will be delivered in one or two hours, and the store will not shut up for 24 hours. How convenient it is! If you want to experience the goods, you can also experience the brand center of the store yourself, even when your favorite brand has new products on sale, you can make an appointment with the experience. The upgrading of the interaction between consumers and businesses and manufacturers will be that consumers can hold together to get group buying prices, and can customize products, while manufacturers can achieve order production through pre-sale and reduce inventory risk.

WeChat launched the O2O project for the physical retail format, which is not only an important part of e-commerce in its commercialization. For the traditional department store industry, it is also a great opportunity for transformation. There is no doubt that WeChat or WeChat like platform will promote the structural transformation of traditional department stores in the network age.

Perhaps it is because of the power of WeChat that in late September, Alibaba was eager to launch a "dealings" against WeChat. Although many measures have been taken to promote the "communication", there is still a big gap to catch up with more than 300 million of WeChat users.

In fact, the subversion of Internet commerce to traditional business lies in the transparency of information, which is an unavoidable problem for traditional commerce. With the changing trend of consumer behavior, traditional retail business will have a bright future only if it changes itself, actively adapts and participates in it.

Sooner rather than later, now, the road to Suning, friends and Yintai is a tradition. Department stores It's time to take advantage of the trend. Next, the pace of change in the industry will far exceed people's imagination.