Beijing Online Retailing Exceeds Traditional Department Stores

< p > recently, the latest blue print of "a href=" http://www.91se91.com/news/index_c.asp > Beijing < /a > business development was officially released.

Data show that online retail sales of wholesale and retail enterprises above Designated Size in Beijing increased by more than 40% over the same period last year, exceeding the traditional department stores for the first time.

This indicates that Internet consumption has become the main force in stimulating consumption growth in Beijing.

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In the face of the strong impact of < a href= "http://www.91se91.com/news/index_c.asp" > e-commerce > /a > P, traditional retailers are deeply touched.

As a representative of the national and even world-famous traditional commercial streets, many entities of Wangfujing business district in Beijing have also faced enormous challenges and pressures. They have accumulated many thoughts in coping with the enormous challenges of the electricity supplier shock, which deserve the attention of the industry.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > electricity supplier < /a > two or three. Young is easy to shake up a century old shop < /strong > /p >

< p > China is the country with the largest number of netizens. The China Internet Information Center recently released the statistical report on China's Internet development shows that as of the end of 2013, the scale of online shopping users in China has reached 302 million.

Especially in 2013, the "double eleven" business promotion day, a payment platform trading volume of 1 hours to 6 billion 700 million yuan, a well-known online shopping mall daily sales of more than 35 billion yuan.

The thorough change of the traditional consumption habits of the public has become an unavoidable fact before the traditional retailers.

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< p > the head of an old brand enterprise in Wangfujing, Beijing, admitted that e-commerce has easily surpassed the popularity and sales of many traditional shopping malls in Wangfujing for decades or even hundreds of years. The traditional retailers have maintained at least one century's market main body status, and have been shaken by electronic commerce in just one or two years.

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< p > it is understood that the Beijing Wangfujing area construction management office has organized experts and scholars to conduct a survey and study of the traditional retailers in Wangfujing business circle, and summed up the three major impacts of e-commerce on traditional retailers: first, the impact of market size.

The two is the pressure of customer churn.

The three is that the different retail formats are affected.

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< p > < strong > the upgrading and pformation of traditional business circles need top-level design < /strong > < /p >.

Liu Dongmei, an expert in Beijing business school, has long been concerned about the development of traditional business organizations. She believes that in the era of P, traditional business circles should face challenges and pform positively.

On the one hand, we should take the initiative to touch the net and develop electronic commerce; on the other hand, we should strive to improve the quality of the business circle and the level of customer service.

Liu Dongmei also said that the most important thing is the top-level design of the government in order to upgrade and pform traditional business organizations.

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< p > it is understood that Li Jun, head of construction and Management Office of Beijing Wangfujing area, convened experts and scholars, and put forward the upgrading plan according to the different forms of different traditional retail businesses.

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< p > for shopping malls, experts suggest creating "spirit of place".

The place spirit is interpreted as "a sense of belonging and belonging to a place" in the industry.

The experts also put forward the three strategies of "place spirit": first, differentiated operation to reduce the popularity of brand and format in online shopping; the two is to increase the proportion and service of entertainment (Cinema and KTV), life classes (such as gymnasium, salon and SPA), catering (such as new trendy, better taste dining choices, outdoor catering and coffee shops); three, carry out large-scale activities in public areas to cater to the increasing interest of middle class consumer groups.

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< p > for large supermarkets, experts put forward differentiated operations to select characteristic commodities or independent research and development products, such as increasing the proportion of fresh products, reducing the category of non food products, and continuously improving the attractiveness of supermarkets.

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< p > for physical bookstores, experts suggest that on the basis of strengthening policy support, we should carry out a variety of similar industrial management and differentiated operation. On the one hand, we should focus on the rendering of atmosphere. On the other hand, we will increase the interaction with consumers through the planning of new book signing, knowledge hall and other activities to attract consumers' attention.

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< p > < strong > experiential shopping or new road development of old street < /strong > /p >

Cai Zhiqiang, director of the APM shopping center, the largest commercial organization in Beijing's Wangfujing commercial circle, believes that in the face of the impact of e-commerce, the most important thing for traditional retail enterprises to do is to change "P". "APM".

His business has made extensive investigations into the surrounding Eastern Xintiandi, Xinguang Tiandi, department store, Yansha, Seth and other shopping malls, and has made clear its own consumer group - young people.

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< p > in Cai Zhiqiang's view, shopping and consumption of young people are not so simple as pursuing cheap prices. What they value most is experience.

The pressure of modern life is relatively large. Many young people like to have 35 friends to drink coffee, watch a movie, eat dinner when they are free.

These leisure modes need to be completed at the scene.

Due to the accuracy of location, the consumption power of APM shopping center in Beijing increased by 30%.

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< p > experts point out that traditional business circles in the era of electricity suppliers still have their unique charm.

In contrast to facing a cold computer clicking on the mouse, customers can not only pick and admire the merchandise in the commercial district, but also enjoy all kinds of experience provided by the traditional business circle, appreciate the unique human landscape, and participate in the cultural activities of interest.

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< p > up to now, 42 famous brands in the Wangfujing area have launched 45 flagship stores. A world-renowned brand executive admitted that it was not for the Wangfujing to open up shop to earn sales, but that the enterprises looked at the influence of famous business circles and the benefits of brand promotion.

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