Experience Economy Becomes A Traditional Retailer To Save Life

　　 Transformation 1: upgrading shopping centers

"I often go there for a stroll, but I don't feel monotonous when I eat and see a movie."

Although the impact of the electricity supplier is huge, the services such as catering, entertainment and leisure services provided by department stores and shopping centers are difficult to replace.

The chief executive of the Hualian Shopping Mall, Beijing West morning post, said that in order to cope with the impact of the electricity supplier, Hualian Shopping Mall has increased the proportion of catering and children's entertainment and education, and 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 meeting. Shopping Mall Inside.

An industry insider 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 mall, dining and leisure" 1:1:1. Sports venues, museums, children's amusement facilities, museums, aquariums, experiential sports cities and so on have been moved to the shopping center. As a "Shopaholic", Ms. Chiang has become accustomed to buying a family's clothes on the Internet, but she has not dropped the frequency of visiting the Chaoyang amusement 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.

Comments: retail formats gradually let go. Leisure and entertainment formats The rise has become the general trend. 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.

　　 Transformation two: embrace O2O

Yintai 35 physical shopping centers to participate in the "double eleven" to support customers offline fitting, online purchase.

"Now we don't talk about O2O (Online To Offline) are out of date," a Beijing Shopping Center Marketing Department staff told the Beijing Morning Post reporter. The continuous downturn of physical retailers and the continuous warming of online shopping make the "touches" an inevitable choice for physical retailers.

In order to avoid becoming the "fitting room" under the electricity line, entity retailers began to embrace the O2O mode (that is, the combination of offline business opportunities and the Internet). "Double eleven" period, carnival is not only the electricity supplier, but also start the O2O mode of physical retail. 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.

In the operation of O2O mode, apart from the self built e-commerce platform, there are also examples of traditional enterprises combined with Internet companies, such as Hangzhou Tower's attempt to commercialize WeChat. In October of this year, the new world department store and the third party payment company paid jointly issued a virtual prepaid card based on WeChat application "micro music payment", with WeChat as the platform to further explore. O2O mode 。 {page_break}

CICC pointed out that the O2O model 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.

However, the reporter noted that at present, the department store's attempts to O2O are more focused on the marketing promotion of new product promotion information, member information service and store activity information.

Comments: for retail enterprises, they want to open up three core channels of entities, online shopping centers and mobile applications 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.

　　 Transformation three: self catering business

Department stores should have a precise positioning for consumers' needs, which is a great test for operators.

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

The traditional department stores and brand dealers adopt Pool mode A brand is set up in a shopping mall of a department store. After sales are generated, the two sides are divided according to the contract 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.

Compared with international counterparts, the self employment ratio of Chinese department stores is still low. 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%.

Although there are many disadvantages in the joint operation mode, the transformation of department stores' independent operation has been slow in China. More department stores still have experimental implications for self transformation, 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.

The mode of self catering business 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.

Comments: business expert Hong Tao told the Beijing Morning Post reporter that despite upgrading Self running ability It will bring huge profits and growth potential to enterprises, but increasing private brand investment also means increasing capital pressure and increasing operational risk. Completely self run is a "dead end road". The NOVO department store, the main buyer's system, closes a number of stores, which is the best evidence.

According to the insiders, the top priority of China's department store transformation and self employment mode is to train a group of "buyers" who understand brands. 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 they should explore a new model combining self-management and joint operation.