Traditional Department Stores Need To Cross Three Barriers To Transform.

< p > < a > href= > http://sjfzxm.com/news/index_z.asp > > /a > in the first quarter, the growth rate of retail sales of 100 major large retail enterprises in China reached the lowest level in the same period in eight years. Among them, as a major branch of the retail industry, the life of traditional department stores is very difficult. According to Shanghai business information data, sales of 40 large and medium-sized department stores in Shanghai in the first quarter decreased by 9.6% compared with the same period last year. At the same time, in the listed companies, Hangzhou's 100% revenue fell by 20.56%, while the net profit of Nanning department stores fell 88.19%. < /p >
< p > the traditional department store industry is also troubled by the rising cost. Its biggest increase comes from the increase in manpower costs. In 2012, the wage increase in department stores was close to 15%, the highest in recent years, and 3% in 2013. This allows brands to pass on labor costs to consumers, so we can see that the number of price tags for every season is rising. < /p >
< p > because the market is slowing down, the electricity supplier is raiding, the function of SHOPPINGMALL is strong and the cost is rising, the transformation of traditional department stores is difficult. Therefore, the traditional department store industry has to go through three hurdles to help it successfully complete the transformation, which involves not only the O2O field, but also whether it can survive the risk period. < /p >
< p > strong > 1, < a href= "http://sjfzxm.com/news/index_z.asp" > User < /a > connection and transboundary experience mode < /strong > /p >
< p > traditional department stores have made considerable profits for a long time because of their land rent pattern. Traditional department stores pay more attention to activities and promotions, brand names and rents, etc., and partly because of the impact of electric business, some department stores also help their own operators to help themselves with unskilled electricity providers, but the results are mostly poor. O2O is not an upgraded version of the electronic business. Any online or offline mode is designed to connect with users. The closer users are, the more beneficial it is to contact with users. 大多數百貨在處理這一問題上，會非常迅速的選擇通過WIFI的搭建，產生與用戶連接的可能，但WIFI 連接之后卻顯得尷尬與無力，為何如此，就是因為傳統百貨難以處理好跨界之局，線下跨線上之界，線上跨線下之界，用戶的逗留時間通常會產生更多消費的可能，在跨界之處，用戶的體驗也分為線上體驗與線下體驗兩種模式的混合體驗，線上體驗須配合線下定位來進行營銷，線下體驗須配合線上所提供完善娛樂與活動內容來普及認知，傳統百貨業通過兩者的綜合才可完整的呈現其原來未有營銷模式與體驗層次，而心態也是越要開放，就比如設計更多的休息區，更多的路邊咖啡傘，讓用戶通過移動端隨時體驗線上便捷與快速，用線下承載互聯網的免費意識，用線上承載線下的體驗與服務。 < /p >
< p > strong > two, < a href= "http://sjfzxm.com/news/index_z.asp" > Community < /a > and community breakthrough point < /strong > /p >
＜p＞　　傳統百貨業在因其根植于心得“地產”運營模式，導致其各個企業之間定位的差異性并不大，這也導致了在各個區域內消費會被分散，而特定需求與特定群體的消費也會被弱化，傳統百貨業需通過自身的定位來進行擴散，并通過線上與線下體驗的邊界來規劃出屬于自身的用戶群體，而非折扣至上大而同一的做法，大而同一的戰術方式更適合SHOPPINGMALL，他具備全面的實力進行對抗，而傳統百貨行業里有部分屬于連鎖性質，在細分單品管理不利的情況之下，按區域細分用戶群，則是另一條出路，單品管理對于傳統百貨行業來說，涉及面太廣，本身對于CRM的要求也過高，傳統百貨行業如遞進此種職能，改造成本遠超定位成本，從各個區域著手，定位音樂時尚百貨、藝術街區百貨、工作休閑百貨、度假親子百貨等等，以社區或社群的方式重新定位用戶與自身，反 It seems that the rhythm is faster, and the user's needs are always overlapped. < /p >
< p > < strong > three, offline data collection and online close push < /strong > /p >
＜p＞　　線上的MAC地址會成為線下數據收集的一種常用方式，這對于未連接WIFI的用戶可以直接測量其人流量、逗留時間、新老用戶比例，美國百貨業也早已運用其模式來進行運營層面的無感知測量，而國內環境不同于傳統百貨無法進行單品管理，對于線下數據的收集更多側重于營銷層面，而這種營銷則是更簡單的粗放式的數據分析，但這對于傳統百貨行業已足夠，配合WIFI連接或其他認證信息如微信，在店面為中心的400米范圍進行，新客戶端與老客戶端不同的近景推送，更確保所傳達信息直接連接用戶端，其使得傳統百貨行業由大而空的促銷直接轉型為消費產品內容生產方與用戶社會化公關方，由于通過數據的捕捉，用戶也會呈現出不同的形態，根據不同群體的用戶在近景范圍內推送不同的有效內容，這會線上數據與線下數據結合的關鍵，這就是有感知推送。 < /p >
< p > the transformation of the traditional department store industry has to go through these three hurdles, and these three levels are also progressive. According to a single point, it is impossible to achieve breakthroughs. It is impossible for O2O to achieve breakthroughs. More importantly, O2O pushes the traditional department stores into the front of users instead of a brand in the department stores. The traditional department stores' repositioning of their brands and the awareness of the Internet will gradually become the key to transformation, and the O2O mode is the three thing for the traditional department store industry to gradually improve cross-border experience, brand positioning and data application. < /p >