Physical Retailers Fight Back: We Must Make "Double 11" Our Own Holiday.

When the electricity suppliers prepare for the "double 11", the traditional retail enterprises are not idle.

In October 17th, ten entity retailers and a retail business portal jointly launched a joint action to create a "rubbing" festival.

Unexpectedly, ten days later, when the deadline for press release, the move has attracted hundreds of similar enterprises and more than 15000 stores. Their goal is to "double 11" to become their own holiday.

In addition, reporters in Nandu also found that some retail businesses want to do more than just "double 11". They also want to open up a long road of development with the help of electricity supplier pformation.

The first large-scale holding of stores

In order not to let "double 11" become the exclusive Carnival of e-commerce, Lianshang network, Yintai business group, Tianhong shopping mall, Ginza, Jia Jia Yue, BBK business, Five Star appliances, Wang Tu tribe, Wei Ke group, children's king, Lok Cheng supermarket and so on took the lead in the middle of this month to launch the lotus lotus action, set up a joint organization of the entity shop counterparts, and decided to hold the Chinese Shopping Festival during the "double 11" period.

Under the action of lotus lotus, there will be more in-depth cooperation and resource sharing among participating entities, including joint marketing, personnel training cooperation, O 2O technology docking, mutual learning and so on.

Although China's shopping festival aims to double 11, it lasts longer than November 16th.

From the list of enterprises participating in this activity, Nandu reporters have covered almost all the provinces in China, which radiate from more than 100 cities with different levels from one line to four or five lines.

At present, there are Guangdong Jia Jia Le, Guangzhou modern department store and Shenzhen Hongdu department store in Guangdong.

In terms of scale, there are 13 retail enterprises with annual sales of over 10 billion. Besides the sponsors, it also includes people's happiness, Chongqing department store, Hefei department store, Weifang department store group, Hua Di International, Xinhua capital, Nanjing China Merchants, Guangxi dream island, Harbin central red, Wenfeng world, Tianjin, Tianjin, Wuxi Commercial Mansion and other enterprises, of which 16 retail listed companies.

Of all the participating enterprises, the annual sales volume of more than 1 billion yuan is 68, accounting for nearly 70%.

Online and offline joint promotion

Nandu reporters at the lotus lotus and China Shopping Festival media exchange meeting, the participating corporate chiefs said they would launch the "biggest effort in history" promotion at the shopping festival.

For the meaning of this action, they emphasize not "confrontation", but the combination of online and offline.

Among them, Yintai announced that during the shopping festival, its 49 department stores and shopping centers on the one hand carry out the most preferential sale of fashion products on the one hand. On the other hand, Yintai pan channel will also debut, including Yintai network, Tmall boutique, Tmall O 2O store, mobile Taobao's love shopping.

As an important product of O 2O cooperation between Yintai business and Alibaba, Yintai Bao will also be fully open to the retail industry.

He joined the China Shopping Festival as one of the main businesses in Guangzhou, but for himself, this year is the fourth time to hold the modern "double 11 shopping Carnival".

According to the modern department store, the activity will start in November 7th, and the promotion of the six stores in the city will reach 400 to 1000, equivalent to 60 percent off.

There are also corresponding activities on the line. Its WeChat public number will hold a "million red packets free". During the event, consumers will receive a price comparison between online and offline.

Although local retail businesses are not involved in this lotus operation, it does not mean that they will miss the promotion opportunity of double 11.

According to Guang Bai, on line, as the only official online store in Guang Bai, Guang Bai Hui will combine the "double 11" online shopping events to launch a series of shopping preferences, including the trend shoes pack week, fashion week, south of the Five Ridges food week, smart mummy week, quality home Friday, and the lowest to 90 percent off.

Under the line, we will carry out the large-scale marketing activities of "the dance, the beauty, the hundred night and the 2014 Fashion Shopping Festival".

Guang Bai Hui will also launch a "limited amount of exploding online preemptive shopping" on this activity. During the 4~6 day of November, it can pick up the goods under the single line.

In addition, during the 8-16 day of November, the 12 shops in Guangzhou city will synchronize 2014 hundred fashion shopping festivals.

Guangzhou friendship expresses, double 11 period, online shopping mall will launch "selected commodity spike activity".

In terms of physical stores, the opening time of friendship shop is likely to overlap with double 11, so the store will be selected for promotion.

Tianhe City department store also said that it would carry out a large-scale promotion like the previous two years.

Double 11 is better. After all, it can only be passed once a year. Some traditional retailers seek long-term development.

According to Huang Mingduan, chairman of Da Yun FA China area, in October this year, big RH Mart held a seminar to explore the strategy to deal with the impact of the electricity supplier.

The general idea is to intensify from the most difficult areas for electricity providers to enter.

First, because the experience of fresh product selection is hard to achieve online, it will expand the fresh area and strengthen the buyer team.

Secondly, we should set up a central factory and introduce local special products.

The third is to expand the ready to eat area so that customers can buy it now.

In terms of services, we are prepared to increase the nursery and the healthy check-up area for the middle-aged and the elderly.

Guangzhou's new Baijia garment city has been pformed into a "clothing business park" since last year. After its declaration, it has been approved to become an e-commerce Industrial Park in Baiyun District. It is a key market in Guangzhou's pformation and upgrading. Currently, 300 Taobao merchants are stationed.

Lai Huixin, chairman of Nandu, told reporters in an interview with reporters in the future that the park will mainly support the clothing online shopping supermarket, Taobao Tmall store, logistics distribution, electricity supplier apartment, photography production, life service and so on.

Reporters visited the park on the 28 day to see that the first phase of online shopping supermarket has been built for the European version of the clothing area, with an area of about 3 thousand square meters.

The Korean version will be built in the next two phases.

The supermarket is full of shelves, some shelves are a supplier's products, and some big suppliers occupy many shelves.

Taobao merchants in the park can get goods directly in supermarkets. The price is about 10% cheaper than the wholesale market, and the price is not limited. A small Taobao shop can do it alone.

According to Lai Huixin, there are tens of thousands of shipments per day at the supermarket. After the completion of the two phase, the shipment volume can reach 100 thousand next year.

Next to the supermarket is the generation packaging delivery area. After the Taobao store and consumers complete the paction, they can directly fill in the single shipment from the park.

At present, there are several photographic studios in the park.

In order to solve the traffic problems, the park and the public pport companies have introduced a line into the area after consultation with the bus companies.

Lai Huixin said that the goal of the park is to build an integrated service platform for apparel suppliers.