Wangfujing Department Store Mobile Terminal Set Tone: Low Unit Price Explosion

Wangfujing Department disclosed its layout strategy and sales situation of its full channel operation (including the official website of the electricity supplier, the third party sales channel, mobile terminal and other channels).

Wangfujing business side said, in September this year, Wangfujing online shopping mall sales grew by 148%.

"Big brand, small price" is the main location of its online shopping mall. At the same time, it has formed a direct cooperation mode between offline stores and brands.

In the third party

On the other hand, more than ten brands such as Qi Le, Kipling, JEEP and so on were on sale in Tmall, poly America and other platforms in September.

In addition, cooperation between Wangfujing department store and Jingdong flash will be launched soon. Tmall's "double eleven" O2O main venue is also preparing for battle.

The Wangfujing department store has its own mobile mall. "Low unit price and standardized explosive products" is its main sales strategy. It has been open for half a year.

Mall is the key to Wangfujing O2O.

In March of this year, Wangfujing department store announced that it had access to WeChat payment and received much attention.

In September, Wangfujing publicised WeChat shopping in several stores, tried O2O sales, and launched a 92.5 yuan Heavenly King Watch, which sold nearly 1000 units on that day.

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"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, the sales volume of 100 large retail enterprises 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, and the clothing commodities increased by 1.2% compared with 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 pactions was 1 trillion and 150 billion, an increase of 46% over the same period, and a 47% increase in the two quarter.

Wang Heng, chairman of Jinying commerce, once admitted that the rapid development of domestic electricity providers is expected to cause 15% loss to the company's turnover. The three stores in Xinjiekou store, Yangzhou store and Xuzhou store accounted for more than 40% of the total sales of Golden Eagle last year. The more than 20 shops including Shanghai Golden Eagle made a very limited contribution to the overall profit of the group.

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, as for the exploration of "O2O", the traditional department store is still crossing the river by feeling the stones.

According to the latest "O2O market and User Research Report of Chinese traditional department stores" published in 2014, China's chain store online pactions accounted for 1.1% of the total paction volume last year, accounting for 0.2% of the total online shopping market paction scale.

Although the traditional department stores have reached a consensus on pformation, 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.