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Electricity Supplier Complex Emerging From Traditional Department Store Spanformation And Upgrading

2014/6/1 17:41:00 55

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Electricity Supplier Complex Traditional Department Store Spanformation

reporter learned from the recently held "O2O electricity supplier mode innovation and Development Summit Forum 2014", the first comprehensive electricity supplier project built by Saint Laurent group in Shanghai -- the Plaza of Saint Laurent broke ground in Fengjing town, Jinshan District, on the same day. The project will focus on the new mode of luxury consumption O2O, which is "offline experience, online trading". In addition, the project also has the characteristics of the outlets, and the discount strength is expected to exceed that of orter, and the new product is also included. 
The Forum on the day of "P > is sponsored by the Shanghai development and Reform Institute and organized by the post office and other agencies. The purpose is to explore how the traditional industries can be spanformed and developed in the context of the construction of Shanghai free trade pilot area and the construction of Shanghai International Trade Center, so as to realize the innovation of O2O mode. 
 > traditional department stores seek spanformation path .
 according to the latest data disclosed by Zhang Guoqing, Commissioner of the Ministry of Commerce's special correspondent office in Shanghai in May, in recent years, commercial outlets in some areas have been saturated, the total volume of large and small shops is too large and highly concentrated, resulting in a decline in the overall industry profitability, with an average level of only about 1%. At present, the traditional department stores are facing three major challenges, such as market saturation, slow growth, rising cost, declining benefits and the impact of electricity suppliers. 
Under this background, many traditional department stores have launched the war of spanformation. At present, they are roughly divided into three modes: P.
 one is to establish online channels on its own. For example, self built B2C mall launches APP shopping malls, using its own brand influence, general department stores will launch self built online shopping mall, but from the traffic perspective, there is a big gap with the pure e-commerce enterprises, and there is no obvious price advantage. The representative is Bailian Group. In addition, Wangfujing department store and Tianhong mall launched the mobile terminal mall in 2013, trying to get through the online and offline channels, including supporting services such as membership card, parking, discount subscription and so on, encouraging customers to use the fragmentation time to move .
 but what is worth promoting here is that Yintai's "under line try on and online order" has been welcomed. 
 2, cooperate with the third party < a href= "http://www.91se91.com/news/index_c.asp" > B2C < /a > mall, such as Yintai and Tmall cooperation, but here can not help but become an affiliate of the electricity supplier, such as Ali simply stake in Yintai department store. 
 Third, WeChat platform will be introduced into WeChat. Most department stores choose to cooperate with WeChat, because the way is simple, directly through the O2O path, at present, Tianhong mall and so on cooperate with them. This mode can make precise impact based on location, and push is possible, but the disadvantages may also be constrained by big data enterprises. 
 although there are many attempts at present, especially in Yintai department store and Tianhong shopping center, they have made great achievements. However, in the view of professionals, there is still a lack of genuine leading retail businesses in China, which has led to the development of pure e-commerce enterprises such as Alibaba. 
 on this day, some experts suggested that there is still more room for channel innovation on traditional department stores. For example, in the background of Shanghai free trade area test area, we can build import channels and reduce costs. 
 > electric power complex > a href= "http://www.91se91.com/news/index_c.asp" > low price strategy < /a > /strong > /p >
Below P, it is against this background that the electric complex project launched by Saint Laurent group yesterday is aimed at solving this problem, while the basic idea is to push users from line to line and realize "offline experience and online trading". This mode is mainly aimed at the difficulties and pain points of traditional department stores, aiming at avoiding these obvious defects and introducing the advantages of disease into the electricity supplier. 
 the basic idea of the model is to attract consumers to shop experience by saving the retail intermediate links and adopting a low price strategy. After experiencing, consumers can choose the direct scan of mobile phones to sweep the two-dimensional code, send goods directly to consumers' homes, and choose to return to the electronic platform after returning home. Optimize the consumption mode of integration line and online. 
 look at this mode. It may be the difference between Yintai department and the launch of mobile shopping mall is not big, but if we understand in depth, we will find that the difference is huge. 
"P >" according to Li Guohua, chairman of the Saint Laurent group, the biggest competitive advantage of Saint Lauren square is the low price strategy. 
 the price of online shopping of other department stores may be small or slightly discounted in shopping malls, while Saint Laurent square is directly and completely low. Taking international luxury goods as an example, traditional department stores are priced at 16000 yuan, and St. Laurent square may only be 10000 yuan, while domestic first-line brands may only be 1/3 of ordinary shopping malls. 
 "remember, orter may have a bigger discount, but generally it is a product in season, and we are a new product." Li Guohua emphasized. 
Li Guohua P said that the company had already had more than 20 years of experience in agency operation of department stores. The group held a large number of brands. With the help of some policy advantages of the Shanghai Free Trade Zone, the major international brands will be directly purchased and customized by the manufacturers, and most of the brands will be self operated, and all the intermediate links will be saved. Secondly, the manufacturers will only charge 5% of the operating cost, which is much lower than that of the traditional department stores at 30%, which is basically equivalent to the direct sales of the manufacturers. Thirdly, the junction of the electric complex site of Shanghai and Zhejiang can cover the 2 hour economic circle, and the cost of operation and maintenance will be much lower than that of the traditional department stores. 
 especially worth mentioning is that as "a href=" http://www.91se91.com/news/index_c.asp "electricity supplier < /a > a href=" http://www.91se91.com/news/index_c.asp "> /a > a href=" /a ">" > > "," San Lauran square "catering and entertainment and other occupancy also need only 5% of the operating cost, the consumer will adopt the online booking group buying mode, can enjoy a similar urban catering 7-8 fold price service. 
 . In the future, the whole country will be popularized /p >
 it is worth mentioning that some luxury electric business enterprises have set up offline experiential shops, mostly located in the central area of the city, and provide some offline member services. In this regard, Li Guohua believes that these offline experience shop is a small scale, a small number of services provided, and some even become the pick point of the electricity supplier, so the meaning is not big. 
 industry experts also point out that B2C businesses open up offline experience stores is a supplement to e-commerce. If merchants fail to do well in the link, it is a waste of resources. "If consumers do not enjoy the services that online shopping does not experience, the experience shop service and online shopping services are overlapped, and consumers will not choose to experience shops. This is also the reason why some B2C shops are not popular at present. 
 Li Guohua also emphasized the service nature of its electricity supplier complex. First, the 3D fitting function will be set up in the Plaza of Saint Laurent. The comprehensive body will cover WIFI fully and provide comprehensive catering and entertainment supporting services. Secondly, St. Laurent square will set up a VIP lounge similar to the airport to enjoy the honorable service under the line. 
 "the goal of our electricity supplier complex is to satisfy the needs of consumers as much as possible. Consumers can freely enjoy the convenient services brought by e-commerce, and can also provide close fitting traditional department store VIP services, which will increase consumers' choice". Li Guohua emphasized. 
 according to his plan, the group will organize chain operations on the basis of two projects in Saint Laurent square and Saint Laurent square in Shanghai. In the next 5-10 years, 20 Saint Laurent squares will be set up throughout the country to form a nationwide "offline experience + online exchange" network. "Xuzhou"