Experience Economy Becomes A Traditional Retailer To Save Life

< p > changes are taking place.

For department stores, only change can survive.

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< p > < strong > > pformation 1: upgrading shopping center < /strong > /p >

< p > "often go there for a stroll, and watch a movie in the same way. It doesn't feel monotonous in a day."

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< p > although the impact of "a href=" http://www.91se91.com/news/index_c.asp "electricity supplier < /a" brings great impact, however, the offline services such as catering, entertainment, leisure and so on provided by department stores and shopping centers are difficult to replace with e-commerce.

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"P >" Hualian Shopping Center, public welfare West Bridge Shopping Center, the relevant person in charge told reporters that in order to deal with the impact of the electricity supplier, the Hualian Shopping Mall public welfare West Bridge Shopping Center increased the proportion of catering and children entertainment and education, "this year's performance is good."

The person in charge said.

In order to gather the passenger flow, Hualian Shopping Mall, the public welfare West Bridge Shopping Center, also moved the Chinese good voice trainee Zhang Hengyuan and his fans to the shopping center.

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< p > a person in the industry pointed out that the "golden ratio" of shopping, catering and entertainment "52:18:30" was being broken, and replaced by the shopping mode of "shopping, dining and leisure" 1:1:1.

Sports venues, museums, children's amusement facilities, museums, aquariums and experiential sports cities have been moved to shopping centers.

As a "Shopaholic", Ms Chiang, a consumer, has become accustomed to buying a family's clothes on the Internet, but she has not dropped the frequency of visiting the Chaoyang great joy city at home.

For Mr. Yang, father of two and a half years old, the blue island store in Tongzhou is a place to visit every week. For those who do not love to go shopping, Mr. Yang has been a regular weekend program with his wife to take his son to a parent-child paradise every week.

For many people, the shopping function of shopping malls is being weakened. The social entertainment attributes of sports centers such as sports, making friends, gathering, watching fashion shows, watching movies, skating, KTV and so on are increasing.

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< p > comment: retail formats are gradually giving way, and the rise of leisure and entertainment formats has become the trend of the times.

In recent years, the most obvious trend is that the growth rate of children's professional experience Museum, children's department store and amusement park is amazing in shopping centers and traditional department stores.

Industry analysts pointed out that the children's format has the characteristics of joint consumption, strong sustainability, low floor and location requirements, and easy to converge popularity. It can bring a large number of household consumption groups and form a continuous regular customer group.

For offline commerce, the experiential shopping center has been regarded as an excellent opportunity to counterattack the electricity supplier.

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< p > < strong > pformation two: embrace O2O < /strong > /p >

< p > Yintai 35 physical stores participate in < a href= "http://www.91se91.com/business/" > "double eleven", < /a > support customer line fitting and online purchase.

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< p > "now do not talk about O2O (Online To Offline) are outdated," a Beijing Shopping Center Marketing Department staff told reporters.

The continuous downturn of physical retailers and the continuous warming of online shopping make the "touches" an inevitable choice for physical retailers.

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< p > in order to avoid becoming the "fitting room" under the electricity line, entity retailers began to embrace the O2O mode voluntarily (that is, the combination of offline business opportunities and the Internet).

During the "double eleven" period, the carnival was not only the e-commerce, but also the entity retailing that started the O2O model.

Intime department store leads its 35 entity shopping centers to participate in "double eleven" as a commodity display shop, supporting customers under the fitting and online purchase.

As early as September, a number of main stores in the Wangfujing group launched their O2O accounts on WeChat's public accounts of their respective stores.

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< p > in the operation of O2O mode, besides the self built electronic business platform, there are also examples of traditional enterprises combined with Internet companies, such as Hangzhou Tower's attempt to commercialize WeChat.

In October this year, the new world department store and the third party payment company jointly issued a virtual prepaid card based on WeChat application, "micro music payment", and WeChat platform as a platform to further explore the O2O mode.

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< p > CICC pointed out that O2O mode is expected to become the future development trend of the industry.

By developing O2O with the Internet companies, the traditional retailers can better play the advantage of differentiation in experience and service, slow down the impact of the electricity supplier, and on the other hand, facilitate the precise marketing of retail enterprises; and full channel interaction can enhance the shopping experience of consumers, attract more customers for offline stores and enhance the performance of single stores.

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< p >, however, the reporter noted that at present, department stores' attempts to O2O focus more on marketing promotion of new product promotion information, member information service and store activity information.

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< p > comment: for retail enterprises, they hope to get through the three core channels of entity, online mall and mobile application through O2O mode, and innovate the retail mode.

But at the practical level, for many retail enterprises, the existing O2O mode can not solve the fundamental problems faced by most retail entities in the short term, although PC and mobile terminals bring potential new traffic entries to physical retail.

And consumers are still waiting for this new model.

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< p > < strong > pformation three: store self run < /strong > < /p >

< p > department stores should have a precise positioning for consumers' needs, which is a great test for operators.

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< p > development of proprietary business has become a positive attempt for department stores to look for new profits.

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< p > traditional department stores and brand dealers adopt the mode of joint operation. When a brand is set up in a shopping mall of a department store, the sales volume is divided into proportions according to the contract.

Self employment allows the department store to change its role and turn from "landlord" into a "controller" who is full of discourse.

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Less than P, compared with international counterparts, China's department stores still have low self employment ratio.

The China Chain Store Association and DDT China recently jointly released the report on China's retail power 2013. It is pointed out that at present, the self sales ratio of Chinese department stores is only 5% to 8%, while that of the department stores in Europe, America, Japan and Korea is over 30%.

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< p > although there are many disadvantages in the joint operation mode, the pformation of department stores' independent operation has been slow in China.

More department stores still have experimental implications for self pformation, and have not been replicated on a large scale.

In 2012, intime department store set up its own department, and tried to buy the brand of its own brand. Guang Bai shares signed a strategic cooperation agreement with Hongkong Lufu group, bypassing intermediaries for the first time to test the direct jewelry business; the new world department store opened its first self catering fashion lifestyle brand LOL in April this year.

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< p > shopping mall < a href= "http://www.91se91.com/news/index_s.asp" > self run mode < /a > is a great test for operators.

Insiders pointed out that under the joint operation mode, the management of department stores is mainly focused on the operation of shopping malls, while in the self operated mode, department stores should have precise positioning for consumers' needs and shoulder the responsibility of purchasing, commodity management, marketing and brand building.

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< p > comment: Hong Tao, a business expert, told reporters that although increasing the ability of self operation would bring huge profits and growth potential to enterprises, increasing private brand investment also means increasing pressure on capital and increasing business risk. Completely self run is a "dead end road". The NOVO department store, the main buyer's system, closes many stores, which is the best evidence. "More and more commodities are coming into being, and consumers are becoming more and more picky.

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< p > the industry believes that the top priority of China's department store pformation and self employment mode is to train a group of "buyers" who understand the brand. From the experience of Japan and Korea, it can be found that department stores in big cities are hard to be fully self operated and should explore a new mode of self operation and joint operation.

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