O2O Pformation Brings Challenges, When Will The Traditional Department Stores Usher In Spring?

In the spring of P prosperity, the cold war in department stores remained unchanged.

In Qingming's long holiday, the popularity of Shanghai department stores is not high.

Market, do you want a department store? < /p >

< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > consumer > /a > where? < /strong > /p >

< p > the slowdown in China's business market seems to be the background of the depression in department stores.

But statistics show that the main consumer groups in department stores represented by women have not been reduced, and consumption power is still strong.

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< p > the 2013 annual report released by cosmetics giant L'OREAL showed that sales in China last year reached 13 billion 280 million yuan, an increase of 10.2% over the previous year. This is L'OREAL's two digit growth for thirteenth years in a row.

Beckham, executive vice president of L'OREAL group, pointed out that the Chinese market is not short of consumers, but lacks the means to attract consumers. The key is to "read consumers".

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< p > Bei Hanqing suggested that "read the consumer" can start from two aspects, one is the accurate positioning of products, and the two is to give full play to channel advantages.

In positioning, different consumer needs are different, how to carry out brand combination test operator wisdom.

He said: "the Chinese market is very large, we must ensure that the brand product positioning is different, blindly imitate or raise, will not win the recognition of consumers."

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< p > in the channel advantage, he thinks that < a href= "http://www.91se91.com/news/index_c.asp" > Electronic Commerce < /a > there are still weak links: for example, in the cosmetics field, the professional services of electronic commerce and how to guarantee the quality of products need to be improved; and the traditional channels represented by department stores have both advantages in these two aspects.

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< p > < strong > who holds the right to price? < /strong > < /p >

< p > many department stores are carrying out brand and < a href= "http://www.91se91.com/news/index_c.asp" > format adjustment < /a >, or can be interpreted as an attempt to enhance market attractiveness.

The new question is, how should a department store call out even if there is a suitable product? < /p >

< p > the most common way of crying is discount sales.

Department stores are smaller and less business than shopping malls, but they are small and small. They can promote sales and unify the discount.

A head of a chain department store in Shanghai said frankly that with the endless price war of e-commerce, the attractiveness of the discount will drop, and that the department store can only solve the related problems by completely changing the way of operation.

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< p > the person in charge thinks that the important reason for the department store to become the "fitting room" of the electricity supplier is that the price of the product is unreasonable, and the price tag at several thousand yuan gives consumers the impression that the market is low in price.

There can be no help in this department store because most of the department stores in China are actually "landlords", that is, the rental counters give brands, what commodities they sell, and the price they do not have the right to speak; the only thing that can be done is to ask for a discount on the brand.

However, frequent and increasingly low discounts have further strengthened the label of "high price" in department stores.

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"P >" therefore, department stores can not be "landlord", but to strengthen the management of goods and supply chain, and adjust the model of the division of the brand.

The responsible person believes that the mall can launch a cost-effective product with the brand, jumping out of the new product discount and frequent discount.

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< p > < strong > O2O how to pform? < /strong > /p >

< p > IBM recently released a survey of 30 thousand global consumers, showing that the 5 channels that consumers are most concerned about are from high to low: ensuring the consistency of cross channel commodity prices; when the goods in the entity store need to be sold out of stock, they can be delivered directly from different stores or warehouses to designated addresses; the orders from different channels can be tracked in real time; the commodity classification of different channels is stable; and the return of the virtual channel orders can be completed in the store.

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< p > the service level of domestic department stores is not far from these 5 abilities.

Behind this is not only the humanized service concept, but also the technical and hardware support.

In terms of technology, the experience of e-commerce enterprises is obviously older, and department stores are lagging behind.

In particular, O2O will bring a lot of cross channel business, and the technology development and system support capabilities of department stores will face greater challenges.

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Daniel Chan, CEO of Yintai, conceded that the reason why Alibaba and O2O cooperate to promote the pformation of P is that the Internet companies have strong technological strength.

He said that the identification technology, payment technology and logistics distribution system of offline store access can greatly improve the business efficiency of traditional shopping malls.

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