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Does Traditional Retail Resist The Impact Of "Double 11"?

2013/11/7 13:11:00 48

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this year, the traditional "a href=" http://www.91se91.com/news/index_c.asp "retail > /a" has begun to take the initiative, which is completely different from the passive acceptance of online Carnival days.

Chaoyang Joy City, Yintai business and Tmall interact online and offline, while home stores and other organizations resist online impact.

great difference

just after the scene of "60 hours without closing" in Chongwenmen new world store, Ms. Chen then received the news of "11.11 coming!"!

"Double 11" period, the mall will open the number of goods, consumers can copy at random.

In addition to the open copy number, Chaoyang Yuecheng will also inventory Tmall "double 11" on the day of the discount, as long as the shop to scan the cooperation brand two-dimensional code will be able to obtain the brand in Tmall mall voucher.

This is not possible in the past year, the merchant found that the consumer copied the number home again after the order, will stop or cold reception of customers who have signs of copy.

in the view of Wen Juan, deputy director of the Promotion Department of Chaoyang Joy City, nowadays online shopping has become a trend. Chaoyang Yuecheng city and its strict defense against or sticking to the opposite attitude can not achieve an ideal result for the shopping center's final passenger flow and so on.

In this regard, Chaoyang Joy City began to re-examine themselves, the rich comprehensive experience format, service quality advantages are electricity providers can not match.

Therefore, Chaoyang Joy City believes that shopping centers do not necessarily have to compete with the electricity supplier to form competitors, and both sides need to become partners and share customers.

"Part of the consumption of customers will take place online, and some habits must be satisfied from the line."

before the announcement of the fitting room in Chaoyang Yuecheng City, Yintai business group has already approached Tmall and decided to open up a O2O tour for the retail giant O2O under the "double 11" open line this year.

Yintai business will invest 35 entity stores related resources under the line to support Tmall's "double 11".

Compared with the positive attitude of the traditional retailers, the P stores are not only cold but also on the sidelines.

It is reported that a number of home sales executives have ordered that businesses should be strictly forbidden to order delivery and installation for factories on other electronic business lines. No mobile POS machines are allowed to use electricity providers. Once discovered, they will not only be confiscated but also be fined 10 times the amount of money, and if they are violated two times, they will be cleared directly.

Moreover, the 19 largest chain stores or regional stores in China's home industry jointly signed the "opinions on standardizing the work of electronic commerce", which explicitly stipulates that "the store can not be changed into a place for offline experience".

exploration: the dispute of mode

in fact, home furnishing stores have a clear understanding of the electricity supplier.

At present, the number of online purchases of home products is limited, and a large proportion of consumers need to choose online experience. Therefore, home sales can be very concerned about the loss of sales promotions and the way of payment.

At the same time, the home stores often do not set up chain stores directly by brands, but are set up by agents at all levels.

The direct benefits of agents come from local sales. If brands join the "double 11" promotion, the sales volume of agents will be directly impacted.

shopping center is different. Passenger flow is the primary consideration of shopping center operators.

Thematic activities and promotions will surely lead a large number of consumers to eat and drink. This also brings many positive effects to the catering, leisure and entertainment formats of shopping centers, and promotes the turnover of various formats.

Guo Zengli, director of China shopping center industry information center, believes that Chaoyang Joy City has a complete set of supporting functions. For shopping centers, the first is passenger flow, followed by turnover.

Wen Juan said that after the launch of the copy number activity, there were not many consumers who actually tried to copy the number. Most consumers would buy it directly after they had satisfied it.

"This activity has gained a high degree of concern on micro-blog and WeChat. From commentary and forwarding, it can be seen that opening up the copy number to consumers also adds to their goodwill towards the real business."

Lai Yang, Secretary General of the Beijing business economics society, thinks that the situation of different business entities is different, and their resources and capabilities are different. This also makes them have different attitudes towards "double 11".

For shopping centers, it is necessary to create or organize atmosphere and activities that can attract consumers through "creating Festivals".

A large number of passenger flows must contain business opportunities, but this year just happened on the weekend, which is earlier than the "double 11". This also allows many businesses to start the "double 11" war ahead of schedule.

For home stores, consumer groups are mostly targeted consumers, and festivals have less impact on them.

At the same time, because some businesses do not have specific response plans and Countermeasures to deal with sales, they will also face a negative psychological challenge.

way: integration development

In P's interview, whether the department store, the operator of the shopping center or the executive of the electricity supplier maintained the same attitude towards the future direction of online and offline development, they shared the view that the two sides must be integrated and developed in the future.

for the current resistance of home stores, Guo Zengli believes that if the home store can change the business attitude similar to the shopping center, it will bring more sense of experience to consumers, and the effect will be more ideal.

"The attitude of the entity retailer to the electricity supplier should not be a boycott, but it should be guided by the trend of the times.

From the retail industry itself, businesses need to adapt to consumers rather than change them. "

in the eyes of the shopping center operators, in fact, < a href= "http://www.91se91.com/news/index_s.asp" > electricity supplier < /a > has not brought too much impact to the shopping center with abundant combination of formats.

According to Wen Juan, Chaoyang Joy City has increased by 30% since last year and sales increased by 50%.

However, Wen Juan said that in view of the electricity supplier, Chaoyang Joy City will make some adjustments in the future investment, and more inclined to the high quality brand of customers, and reduce the introduction of the brand based on the basic funds and the low price of customers.

But reduction does not mean complete removal, but shopping centers need to distinguish between goods and online, so that the two can maintain relative differentiation.

At the same time, shopping centers are also considering cooperation with online brands, introducing online brand experience stores to help them brand landing.

in Guo Zengli's view, at present, the real business competitiveness is too poor, and the coincidence degree with the electricity supplier merchandise is too high, which will lead to the strength of the low price brand electric business.

Guo Zengli believes that the independent viability of the electricity supplier is not necessarily strong, and the dual combination of the future entity business and the electricity supplier is the general trend of the development of the enterprise.

"The development of both sides needs to rely on physical business, plus the channel of electricity supplier, to give the right of choice to consumers."

In the future, there may be a number of electricity providers relying on real business and more competitive.

reporter's notes .

"double 11" is not a game .

it is neither a traditional holiday nor a profound commemorative significance. But now the concept of "double 11" created by the electricity supplier is no longer just a singles day. It has become a carnival of consumption and a game of "harm others not to benefit oneself".

in the short term, shopping centers and department stores are directly cooperating with e-commerce providers or cooperate with e-commerce platforms, and more are complementary to sales channels.

This idea of operation will help, but it will not turn the tide and make it difficult to resolve the current situation of physical retail weakness.

In the long run, whether shopping centers or general merchandise stores, we need to strengthen the introduction of all aspects of experience from spirit to body and mind.

Today's shopping centers are no longer just carrying shopping functions, they are more turning to gatherings, relaxation, entertainment places, and even places for business negotiations.

However, any change requires process, and shopping centers and department stores need gradual changes.

Less than P. However, the operators or the traditional retail operators often neglect the most important point. The consumers they care about actually do not care about buying from offline or online, but care who can provide low cost and convenient way to get products and services.

Which side can provide, consumers naturally tilt to it.

for businessmen, it should not be entangled with entities or online sales channels. We should think more about the needs of the target customers and how businesses should provide services that maximize the interests of consumers.

In fact, the maximization of consumer interests is the maximization of the interests of "a href=" http://www.91se91.com "merchants" /a ".