Nanjing New Hundred Joint Alipay Explores Online And Offline "O2O" Strategy

"During the long holidays, shopping in the store can be paid by Alipay. The first launch of the new treasure electronic membership card has twenty thousand tickets taken, of which Alipay wallet has more than 10000 payments." Nanjing new hundred relevant responsible person said. In addition, Xin Bai also sent 50 thousand red packets jointly with Tencent's dripping taxi.

Explore the online and offline integration of the "O2O" strategy, in the traditional business areas, catering, entertainment and other industries have been in full swing, the traditional department stores have also involved in WeChat marketing, but the real business cooperation with the big business is very few.

"If we invest directly in online shopping mall, it will not necessarily have a good effect. We hope that through some cooperation activities, consumers will be guided online to spend. Consumers can choose to pay online conveniently and quickly without queuing at the cashier. Through the big data analysis of mobile payment, shopping malls can further understand the preferences and needs of consumers, and familiarize themselves with the preferential ways of interest. Wu Xiaomei, general manager of new hundred Center store.

In the industry view, the physical department stores expand the "O2O" process, and the price gap between online shopping is getting smaller and smaller. "Clothes and shoes are the most important source of profit for department stores. In the past, clothes priced at $200, plus a price tag of 0, were considered normal. A person who worked in a department store in Nanjing admitted. Nowadays, the competition pressure from online makes the entity department store try to get rid of the impression that "the market is too profiteering" in the eyes of consumers, because the management idea of the department store's main clothing brand is becoming more and more difficult to continue.

"For a long time did not go shopping, during the national day accompanied by parents from the old home to stroll around the street, found that the shoe price in the shopping mall is almost the same as the Internet, so bought several pairs at one go." Nanjing citizen Li Xiaoyan said. Take the cooperation between the new 100 and Alipay as an example, consumers will get 88 yuan of electronic tickets automatically into the electronic membership card after they receive the new treasure electronic membership card on Taobao mobile. The price of women's shoes in the season is generally around 800 yuan, and there will be 50 percent off discount for participating in the market activities. If you use the new treasure electronic membership card, it will cost 58 yuan, then choose to use Alipay to pay the amount. If you spend 300 yuan, you will have a minimum refund of 50 yuan, so the price of a pair of shoes will be around 300 yuan.

In the second half of last year, the famous department stores such as intai department store, Wangfujing department store and new world department store in Beijing, Shanghai and other places have dropped their positions to seek cooperation with the electronic business platform. Under the cooperation, the interaction mode between entity department stores and consumers is more timely and convenient. The group of customers extends from offline members to the PC end, the online shopping crowd of mobile terminals, and the channels extend from the offline to PC mall, mobile APP and WeChat mall.

In the first half of this year, there were hundreds of large enterprises in China. Retail enterprises Retail sales decreased by 0.2% compared to the same period last year, the growth rate dropped by 10.9% compared with the same period last year, while clothing products increased by 1.2% compared to the same period last year, and the growth rate dropped 5.7% compared with the same period last year. All over the country, the news of brand department stores shutting down shops is frequently heard, and various information indicates that traditional department stores are still in a predicament. In contrast, in the first half of the year, the scale of domestic online retail spanactions was 1 trillion and 150 billion, an increase of 46% over the same period, and a 47% increase in the two quarter.

Chairman of Golden Eagle trade Roger Wang Once admitted that the rapid development of domestic electricity providers is expected to cause a 15% loss to the company's turnover. The sales of three stores in Xinjiekou store, Yangzhou store and Xuzhou store last year accounted for more than 40% of the total sales of Golden Eagle. The more than 20 shops including Shanghai Golden Eagle were very limited to the overall profits of the group. The sales volume of the more than 20 companies in Nanjing was very limited. Golden Eagle will expand its online business in the future, and will launch mobile payment and mobile electronic coupons this year.

"Facing the new consumption trend and competitive pressure, the era of the department store industry going all the way is fading away. In order to get out of the predicament and share the development bonus of the Internet age, the traditional department store is the key. Zhang Yanning, deputy director of Nanjing Business Bureau, said.

In fact, about " O2O "Exploration", the traditional department store is still feeling the stones crossing the river. According to the latest "O2O market and User Research Report of Chinese traditional department stores" published in 2014, China's chain store online spanactions accounted for 1.1% of the total spanaction volume last year, accounting for 0.2% of the total online shopping market spanaction scale. Although the traditional department stores have reached a consensus on spanformation, they are also increasing investment and promotion in online channels. However, the scale development of online channels still takes time.

According to the insiders, from the current market environment, only by improving the consumer experience and expanding the online channels can the department store industry develop better, which is bound to exacerbate the M & A in the industry. Some weaker department stores may be eliminated.