Hangzhou Department Store Pformation To Change O2O Experience Shop Has Become The First Choice

Yesterday (November 3rd), the reporter learned from Yintai group that the West Lake store of Yintai Department of Hangzhou was reopened for nearly 100 days.

Ye Xiaojing, general manager of Yintai department store in West Lake, told reporters that the reloading of West Lake Yintai is not just a renewal of the surface equipment. "The more important thing is the pformation from general merchandise to shopping mall, and a revolutionary change has taken place in positioning."

"Change" can be said to be the core of the development of the department store industry in Hangzhou this year.

Insiders pointed out that the purpose of changing the traditional department store industry is to adapt to the new consumption pattern, change the traditional mode from the format, and launch a one-stop shopping experience that is more suitable for new consumption habits. From the perspective of the electricity supplier, it will create "O2O experience shop" like Suning and Gome. "We need to integrate upstream and downstream resources, carry out network innovation, and carry out a profound change in business mode."

Sales decline in Hangzhou department stores

As the fastest growing area of electricity providers, the impact of Hangzhou's department stores is also the most profound.

Data show that Hangzhou's three major department stores giants, Yintai, Bai DA and Jie Bai, declined in the first half of 2014.

In, the 100 largest group achieved a business income of 528 million yuan, down 22.99% from the same period last year. The number of business operations in Hangzhou was 810 million yuan in 1~6 months, down 18.6% compared to the same period last year.

The first half of the Department Store issued by Yintai group showed that the 17 stores in Yintai had negative growth in the first half of the year, and the total sales in the first half of the year increased by 2.5%, compared with the growth rate of 17% in the same period last year.

According to statistics of Hangzhou Trade Bureau, during the "eleven" shopping week this year, 10 fixed point monitoring department stores in Hangzhou totaled 435 million yuan, down 6.84% from the same period last year.

Compared with offline sales, online consumption continues to develop rapidly.

In the first half of 2014, Zhejiang achieved a retail sales volume of 233 billion 293 million yuan, an increase of 54.01% over the same period, of which Hangzhou retail sales totaled 86 billion 772 million yuan, an increase of 33.91% over the same period last year, and Internet consumption was 38 billion 292 million yuan, accounting for 27.85% of the total network consumption in Zhejiang.

Yang Fusong, deputy director of Hangzhou economic and Information Committee, said that Hangzhou's e-commerce service industry was relatively developed. In 2011, the proportion of e-commerce services accounted for 1.91% of GDP. This year's share has risen to 5.74%, which poses enormous challenges and impacts to traditional retail businesses.

Yang Fusong said, "the national online sales account for an average of about 10%.

The city of Hangzhou accounted for 32.5% in 2012 and 48.5% in 2013. This year, it is estimated to be over 50% and close to 55%.

Judging from this trend, the volume of online and offline pactions should be flat in 2015, which will have a great impact on the main businesses such as Yintai, Hangzhou Tower and so on. Challenges and opportunities will coexist.

Yang Fusong told the "daily economic news" reporter, "online and offline sales together, compared to 2013 and 2012, an increase of more than 30%, indicating that 15% are online, the overall scale is still growing, which is also an opportunity for the offline, the market is not shrinking, only to see how we can do better in a better way."

According to statistics, in 2013, Hangzhou's new commercial status rose to 400 thousand square meters.

According to incomplete statistics, there will be nearly 30 new commercial complexes in Hangzhou in the next two or three years.

Ye Xiaojing admits that since the second half of 2013, the real economy has been depressed, and a large number of new commercial properties and urban complexes have entered. Commercial real estate surplus has led to vicious competition, aggravating the survival environment of department stores, and increasing popularity of online shopping.

The survival and development of Hangzhou city's department stores has pformed all the department stores.

Starting in August this year,

Downtown intime West Lake store began to close and decorate, upgraded to shopping mall mode shopping mall; in addition, the merger of Yintai and 100 has also entered a substantive stage; Hangzhou Jie Bai also formally acquired some of the Hangzhou Tower shares and adjusted its format.

In August 10th,

The group announced a strategic cooperation with the government of Xiacheng District of Hangzhou, making the Wulin business circle the first "future business circle" in the country, and jointly exploring the new mode of pformation and upgrading and operation of the Wulin business circle.

The biggest move is undoubtedly that Yintai and Ali join hands to fight O2O, to some extent, so that consumers can regard Yintai's physical store as a fitting room.