PK Business Mall Needs Dislocation Management

The cooperation trend of < p > a href= "http:// www.91se91.com/news/index_cj.asp" > online and offline > /a > is becoming clearer and clearer. Of course, we can not do without O2O's new retail mode.

The so-called O2O (Online to Offline), that is, "online and offline integration."

During the double eleven period this year, many electric providers have launched the O2O banner. If Tmall and Yintai department jointly promote sales and Suning launched the first O2O Shopping Festival, the online shopping mall of the Wangfujing retail department of the retail giant has also launched the "online and offline joint offer" activities.

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< p > industry experts say that the future will inevitably merge and develop under the online and offline businesses. The entity stores can not simply compete with the e-commerce providers. The online and offline businesses should be misplaced, and the brand will become the same price.

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Under the "P > < strong > phenomenon line, department stores participate in online < a href=" http:// www.91se91.com/news/index_cj.asp > "e-commerce promotion" < /a > /strong > /p >

Before the P double eleven, intime business group announced a strategic partnership with Tmall on O2O (Online to Offline), and the 35 shopping malls in Yintai all took part in Tmall double eleven.

Consumers can experience products under dual eleven fronts, try on clothes, sweep two-dimensional code into shopping cart, and pay 50 percent off discount on online double eleven payment.

According to the information released by the official website of Yintai business group, the sales volume of Tmall Yintai boutique flagship store this year is eleven yuan, which is 37 million 40 thousand yuan, which is 5 times more than 6 million 870 thousand yuan sold in the same period last year.

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< p > in addition, Suning's first O2O Shopping Festival, through the online and offline double line synchronous preferential activities and commodity, price, payment, service and other aspects of comprehensive synergy, let consumers feel the indifference shopping experience.

It is understood that in order to enable consumers to realize the convenience of O2O, Suning designed about 10000000 two-dimensional codes in more than 1600 stores, and consumers could only order, pay and purchase products by scanning two-dimensional code with mobile phones.

During the O2O Shopping Festival, the average volume of stores under the more than 1600 line of Suning was 1 million people per hour, which is nearly 4 times higher than that of the same period last year.

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< p > at present, both physical stores and electricity providers are aware of the future direction of online and offline integration.

For example, Chaoyang Joy City launched the activity of "trying to be a customer fitting room and reading the number of goods in good faith" during the double eleven period, which is popular among consumers.

During the activity, the shopper will make a random number of the consumer's open product number after the trial experience.

Then you can enter the electronic commerce website to check the discount price of goods sold on the Internet, place orders directly or collect them.

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< p > industry insiders say Chaoyang Joy City is working with Tmall because its business structure is dominated by clothing businesses, and Tmall is more of a threat to the service industry.

And "double eleven" is Monday, there are not many customers, through O2O activities can attract more customers to stroll.

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Shao Xiaofeng, vice president of Alibaba group, also made clear that the traditional market and e-commerce will definitely not be antagonistic, but the trend of integration. P

He made an analogy. When the TV and computer came out, many people felt that they would challenge the theater, and no one would go to the cinema to see the movie. But today the cinema market is bigger every year, and the theater has a good balance and interaction with the television and the Internet.

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< p > industry insiders say that the difficulties faced by traditional businesses are not only the challenges of the electricity supplier mode, but also the difficulties and pressures of store rents, hydropower costs, financial interest rates, business environment and internal corporate governance structure.

Only by comprehensive reform can we find a new way out for development.

The reform of business mode is irresistible. Online and offline integration is becoming the mainstream.

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< p > strong > trend line offline a href= "http:// www.91se91.com/news/index_cj.asp" > dislocation operation < /a > /strong > /p >

Before the "P" double eleven, the reporters visited several shopping malls, and found that many new shopping malls had been discounted in advance.

Reporters compared G2000, Gloria and other brands, found that many of the clothing sold in the mall, online can not find the same number.

G2000 Tmall flagship store customer service told reporters that the store's clothing and counters are not synchronized.

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< p > at MO&CO Tmall flagship store, many goods are marked "special offer" or "online exclusive".

Customer service told reporters that there are only annotated designs on the Internet, and physical stores generally do not.

In this regard, industry experts said that the advantage of the current electricity supplier is selling low value and relatively standardized products.

In the current environment, physical shopping malls should not be spelled out at low prices, and should focus on selling high value and personalized products.

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< p > experts believe that online and offline businesses should be misplaced. Even the same brand, the sale of physical stores and online stores should be differentiated.

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P, for example, can sell some personalized, more expensive products that consumers want to buy, which helps store stores to cope with the impact of online stores.

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< p > < strong > price < /strong > < /p >

< p > < strong > online and offline the same brand price < /strong > < /p >

< p > "double eleven want to buy an overcoat on the Internet this year. Before going to the shopping mall to see a coat of more than 1000 yuan, try it and think it's not bad.

The salesperson said that the price of their shop is the same as that of the Internet, and the discount is the same.

When I was afraid to buy expensive, I didn't start. I didn't have the number I wore on the 10th day.

In Wangfujing department store, Ms. Lee told reporters regretfully.

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< p > reporter understands that Wangfujing department stores must guarantee the same price between online and offline during the period of double eleven.

At the same time, the person in charge of a shopping mall told reporters that in the United States, the brand is implemented under the online and offline pricing strategy. At present, the price of some international brands on the official website is consistent with the price of department stores, which will also become a trend for domestic brands to formulate price strategies.

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< p > "brand will not fight price war with itself.

As a main selling channel, most brands will not give up.

Therefore, the implementation of the same price on line or offline, or taking different goods online and offline has become a consensus in the industry.

The person in charge said.

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< p > it is understood that Suning announced the strategy of the same price of products on the same line as in June 7th.

It seems that the same price or the future trend of the same line.

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< p > < strong > point of view, shopping mall competition should also improve the quality of service < /strong > < /p >

< p > with the rapid development of the electricity supplier, its advantages such as convenience, low price and no boundary are becoming more and more obvious. The market share of the electricity supplier is increasing and the growth rate will be faster and faster.

Therefore, the impact of physical retailing is also growing.

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Less than P, compared with physical shopping malls, the electricity supplier not only has the price advantage, but also saves the time and money cost of customers to and from shopping malls.

The increasingly perfect Internet credit mechanism has also made many consumers' attitudes towards Internet dealers become suspicious from suspicion and taste.

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< p > at present, the physical shopping mall and the electricity supplier "close together", the main strategy is the price war.

However, because the physical store has to pay rent, water and electricity, labor and other expenses, the cost of operation is higher than that of the electricity supplier, even if the price of "bleeding" is reduced, its price cut space is also less than that of the electricity supplier.

The price war has become a "war of attrition", not only can not save the physical market, but will drag it down.

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< p > however, business experts believe that physical shopping malls are unlikely to be replaced by electricity providers because there are still many non standardized goods that need to be purchased from physical stores.

In addition, the development of the electricity supplier is not unlimited. With the increase of logistics cost, the advantage of the electricity supplier will gradually be weakened.

In addition, domestic tax policy can not always tilt to the electricity supplier.

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< p > relevant data show that the three categories of products currently purchased by consumers are clothing shoes and hats, general merchandise and digital products.

However, these three products are not the "big heads" of consumers purchasing commodities. Taking the September 2013 data released by the National Bureau of statistics, for example, the sales volume above the above three categories of products accounted for only 15.4% of the total retail sales of consumer goods over the same period of the same period.

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< p > in the field of food, gold and silver jewelry, office supplies, furniture, building materials, automobiles and other fields, entity businesses still have an incomparable advantage, because consumers have higher requirements for the quality of these products, and prefer to buy them in their own trust stores.

In addition, the current shopping malls are no longer a combination of stores, but a commercial complex. The source of the profits of the commercial complex is far more than shopping.

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< p > goods can be replaced by electric providers, but life services can not be replaced. These offline services need to be realized through physical stores.

Developing many supporting commercial facilities such as restaurants, cinemas and so on, digging up the potential of "Nuggets" in the advertising and parking lots of shopping malls will bring new profit growth points to the physical shopping malls.

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< p > in this competition with the electricity supplier, the entity shopping center must further consolidate, enhance and innovate its advantages in shopping service and quality assurance.

In the foreseeable future, physical shopping malls and electricity suppliers will be symbiotic in the "a href=" http:// www.91se91.com/news/index_cj.asp "competition" /a.

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