Commercial Stores Open Websites, "No Applause"

In recent years, the e-commerce platform has been developing rapidly. With the advantages of low price and sufficient goods, the large number of consumers have been quickly gathered. The traditional commercial stores are affected by the electricity supplier to varying degrees.

In order to fight against the impact of the electricity supplier, some supermarkets in Chengdu have invested huge amounts of money in setting up a network platform while doing shopping experience.

Despite the fact that these stores are selling well, but according to people familiar with the matter, the popularity of online stores in traditional stores in Chengdu is obviously insufficient.

Selling electric business is in a dilemma.

Chengdu white collar Miss Wang said: "I will not choose to shop in the store's website, although the cost performance may be relatively high, but the quality and after-sale may be lack of protection.

In addition, the store site can give me little benefit, not more than other professional electricity providers.

For local consumers in Chengdu, buying products under the e-commerce platform of shopping malls is not the mainstream.

Through interviews, the reporter learned that the main reason for this "applause" is that the goods sold on the store website are single and the price competitiveness is not enough.

"People are more cautious about setting up e-commerce platforms," one industry insider said.

Reporters found that in addition to the Wangfujing department store, Renhe Spring Department store, Ito, Yang Hua Tang and other brand stores launched online sales, Huarun the Mixc, Yi Shi Dan department store, group light department stores and most other department stores are only the site to build a physical shop display platform, to announce some of the latest information, discount promotions and other information.

Setting up online business platform is a strategic need for retail brands.

"For our online shopping, we hope that consumers do not simply buy things, but let them feel the company's culture through the website, realize the information conveyed by the company to consumers, and let consumers more like the brand of the company."

Chengdu Ito Yang Hua Tang relevant responsible person said.

But will this be the wishful thinking of the store? Shi Jia, manager of marketing department of Maui department store, Chengdu, said that opening up an electronic business platform can increase sales channels for stores, but how to integrate online and offline businesses is the direction for every brand to consider.

Shi Jia frankly said: "at present, there is also an e-commerce project in Maoming, Chengdu. Preparations are being made, but how to make good use of existing advantages to do business platform is also in the stage of" pony crossing the river ".

In addition, an industry analyst pointed out to reporters that although the traditional department stores opened online shops to expand sales channels, and also promoted the operation of shopping malls, the fact is that the construction of online stores is a dilemma for stores.

"Consumers who generally choose online shopping are most concerned about the price. The price of online shops is high, consumers do not buy it, it is difficult to gather popularity, and the price reduction will impact the entity store. If we do not properly find out the balance, stores and online stores will have a" left to right fight "situation.

Price has no advantage, popularity is low.

Reporters found that although some stores in Chengdu are more popular, their online shopping platforms are not popular enough.

Reporters found in the official shopping website of Wangfujing department store, although the classification of the products sold on the left side was classified, but the entry was found that most of the comments on the product were "0".

The product reviews often represent the purchase volume of the product. Such sparse messages also indirectly reflect consumers' very few purchases on the network platform.

And in Renhe Spring Department Store's e-commerce website, this kind of situation also exists, except for some cosmetics products, there are some sales volume.

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And other products are sold in single figures.

Renhe Spring Department store staff told reporters that the products displayed on the website are part of the store, so the online products of each brand will not be very full, and too expensive goods will not be sold online.

For the price advantage, Renhe Spring Department store said, "we implement the same price on line and online, and provide regular invoices for consumers to ensure the quality of products".

In this regard,

Wangfujing Shopping Center Marketing Manager Yu Fei said, because the website is not open for a long time, it has not formed a fixed consumption habit in the minds of consumers, and the network team still stays in the innovation of website hardware, and has not widely publicized outside.

"For Sichuan consumers, they are more willing to enter the physical store for consumption. Shopping is a process. Good shopping experience is especially important for consumers."