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A Brief Analysis Of The Unique O2O Case Of Three Major Department Stores, Such As Japanese Big Pill, Song Ban House, Etc.

2014/8/13 23:03:00 34

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Japan'S Big Pill Sakamoto Department Store Case

from the perspective of < a href= "http://sjfzxm.com/news/index_s.asp > > City < /a >, sales in Tokyo increased by 3.5%, sales in Osaka increased by 5.4%, and sales in Nagoya increased by 5.2%.

It can be seen that the sales volume of department stores in the first tier cities has increased significantly, much higher than the average level. Besides the big cities in Japan TOP10, the sales volume of the department stores in small and medium-sized cities has decreased by 1% compared with the previous year, which is in sharp contrast with the first tier cities.

From P's point of view, sales of high-end watches, jewellery and other high-end categories increased by 5.9% compared with the previous year. Footwear category increased by 5%, clothing category achieved 0.2% growth, and consumer enthusiasm for high-end consumer goods was an important reason for boosting sales in Japanese department stores.

To sum up, the main driving force of sales growth in Japanese department stores is the sales growth of high-end consumer goods in large stores in the first tier cities. High quality and high added value become the direction and driving force for the development of Japanese department stores. P

2010, O2O began to appear in Japan and formed a craze.

It is no exaggeration to say that for the Japanese department store industry, O2O is undoubtedly a bright light for the industry to shake off the downturn.

in fact, behind the O2O is the change of consumer behavior. The Internet world and the real world are consumers' access to commodity information. Consumers begin to get information through two channels, so as to make comparison and combination and provide convenience for themselves.

and the way for businessmen to study O2O is to further develop and induce consumer behavior.

According to the "O2O shopping behavior report" provided by Tokyu Agency Inc. in Japan, 24.3% of consumers will make further decisions after confirming their online information after seeing their favorite items in the store. Consumers who do so occasionally make up 50.3%, while consumers who do not go online inquiries directly make purchase decisions are only 25.4%.

< a > href= > http://sjfzxm.com/news/index_s.asp > > /a >. After seeing the objects in the online shop, the consumers who need to go to the physical shops have a look at the decision to make decisions. There are many consumers who often do so. The consumers who do so often account for 18.3%, and the consumers who do so occasionally are 53.9%. The consumers who do not do so are only 27.8%.

above all, 70% of consumers will consider the information from online and offline channels at the same time. It can be seen that consumer behavior has gradually changed.

This is the fundamental reason why businesses focus on O2O strategy.

P's understanding of the O2O boom has long been clear in the Japanese department store industry. They are beginning to think about the new topic: how can we import more online traffic and integrate online and offline to enhance their sales?

under normal circumstances, the means of O2O are mostly linked to SNS, or linked with online stores, such as online coupon line use.

Today, we find some unique O2O cases in Japanese department stores, hoping to have some reference.

Big pill Sakamoto: mobile phone game based on location,

Tai Po Sakamoto house is a department store.

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and the "national theft war" is a location-based mobile game, known as "APP" that makes you want to adventure.

The game divides Japan into 600 countries and 6000 regions. When they log on to app and send their current location, they successfully steal the country they belong to. They want to get a new country to go to a new location, and when they get to the corresponding location, they can collect local military cards and fight.

At the same time, the distance between commuting and working can be built in the city where the virtual city can be built.

and now, the big pill song Ban house and the "national pirate war" have successfully found the joint point of O2O, through the game to the entity shop drainage.

When users are close to department stores, they can get high level medals by entering the game of "national piracy and war". Starting from the posters of QR (two-dimensional code), the game can be upgraded to obtain grades such as wallpaper and other props, and shops have made the "national theft war" game corresponding blessing bags and so on.

from the data point of view, in 2013, three stores in Tai Po Sakamoto department store were promoted through the linkage with the "national war of theft" game. During the promotion period, the price of the guests exceeded 20 thousand yen, and the sales promotion time of 6 days gained more than 60 million yen, which not only promoted the sales of the shops, but also got new members.

Yi Shi Dan Department: moving consumers with animation > /strong > /p >

three Yue Yi Dan Dan is the largest department store in Japan. It is made up of two famous three Vietnamese department stores and Yi Shi Dan department stores.

Data show that Japan has a population of about 127 million people, and the annual consumption of more than 200 million people in the Department of pport of the three Vietnam Yi San Dan department shows its influence.

"P" > Yidan shop has held "Wonder Christmas" activities for five consecutive years. The first step of the activity is to display the story on the website through vivid animated forms, and get the corresponding attention. The second step is to display the animated scenes and objects in the window of the entity store and so on, forming the unique scenery of Yidan Dan.

"P", "Yitan" tries to convey its own worldview through special stories, animation and store displays. Animation is displayed on the Internet to attract the attention of consumers. Offline stores strive to create a world similar to animation. When consumers come to department stores, they will spontaneously share the communication on the Internet if they want to make the online and offline links open.

because Japan is an animation and game developed country, like these two kinds of consumption crowd is very large. The O2O strategy of Yi Dan Dan and the game linkage O2O strategy of big pill song Ban house can all well impress consumers.

strong > east emergency department store: shop guide shopping APP /p >

it is worth mentioning that the APP of Dong Jin Department store has changed the way consumers shop.

every time I go shopping in a department store, I always meet a troublesome thing: I just turn around and do not find the shop that I want to go to.

The shopping guide APP of East rush department store has floor shopping guide function to make consumers shopping experience better.

In addition to this, through this APP, we can understand the real time promotional information, coupons, online shop shopping and so on in department stores. Through this APP, the connection between merchants and consumers becomes faster and closer.

Generally speaking, this APP is a good guide for human nature and can accompany you to the whole department store.

of course, the above three examples are only a few ways to do O2O among Japanese department stores, but they reflect the three characteristics of Japan: game, animation and service consciousness.

Different cultures will breed different consumers and different businessmen. Yi Shi Dan's window painting hanging in Japan is very harmonious. If hanging that picture in China's Yintai seems to be a bit off, how to learn from foreign experience and make a solution with its own characteristics is the key.