Shopping Mall "Double 11" Willing To "Fitting Room" To Make Up For Online Shopping "Natural Defects".

"Double eleven Shopping Festival" hit again, physical department stores, after "Resisting" for several years, finally opened the door this year, sharing the consumption feast with the electricity supplier.

Recently, Beijing, Shanghai, Guangzhou and other 33 cities of Yintai business, Wangfujing department store, Joy City, Guang Bai department store and other 28 department stores 317 stores, has announced the participation of Tmall in the "double eleven Shopping Festival", launched a large-scale O2O (online offline) integration tide.

"Shopping malls should be" fitting rooms "have their own" plan ".

Van hee rivet locomotive handbag, Lancome root nourishment four piece, Ou Shi Li coat......

When entering Guangzhou in November, Zhao Qian, a citizen of Guangzhou, chose to buy goods in the department store. She received a shopping mall membership card and coupons on the mobile phone, and settled the order again on the 11 day.

The annual "double eleven" has been going on for 6 years. In the face of the rush of electric business, physical department stores are finally unable to stand up, and begin to integrate into this online consumption feast with a positive attitude.

It is reported that during the "double eleven" period, some offline special funds can be sold online.

For example, Yintai commerce and Wangfujing department stores have selected 1500 special brands of clothing, bags, perfume, jewelry and other special products of department stores, which are launched on the "double eleven" day at a preferential price for consumers to buy online.

On the 11 day, as long as consumers enter the shopping mall to participate in the "double eleven" activities, enter Taobao mobile phone to click on "discovery" and shake it. It can directly enter the activity page and participate in the activities of "double eleven" red packets, lucky draw, spike and coupons, and it can be used directly when shopping in the store.

If you do not spend the same day, consumers can also hold coupons such as Tmall, and then slowly go shopping at department stores for at least two weeks after "double eleven".

Insiders said that in fact, this online and offline initiative to blend is a win-win situation.

Physical shopping centres are not willing to be "fitting rooms". They have their own "Calculations".

Consumers can also choose online discount or offline coupon purchase. Offline purchase not only keeps consumers hovering, but also increases attractiveness and increases passenger flow.

In addition, offline electronic products can effectively solve the shopping bottleneck in department stores, so that more consumers can easily enjoy the latest merchandise in the counters.

Industry experts said that the mobile Taobao combined with these department stores to get through the electronic full link of commodities, membership and payment, not only expanded the extension of online shopping, but also created a blending shopping experience for consumers.

For Tmall, why is it willing to cooperate with department stores in the "double eleven" with huge volume of commodities? The industry experts believe that this can make up for the "natural defect" of online shopping, that is, experiential consumption.

Xi Jun, head of O2O Department of Ali department store, also said that when the mobile era comes, users will no longer be wired and offline. Ali hopes that online and offline interaction and integration will form a good win-win ecological platform circle. While helping more traditional retailers to complete the electronic business, Ali will also be able to lock the consumer market through the "eleven double" huge flow, so that consumers can get a better experience in the double "eleven" and the daily shopping process.

In addition, behind the online and offline Baotuan integration, there is also a "hot and cold" imbalance between real business and online shopping.

Reporters recently visited a number of key business circles, found that some commercial real estate vacancy rate has risen sharply, in the "South China Zhongguancun" known as the Guangzhou top IT business district, Pacific Digital, and so on, and so on, the vacant shops everywhere, many shops sales personnel even more than customers.

Statistics from the China National Business Information Center show that in the first three quarters of this year, the retail sales of 50 key large retail enterprises in the whole country decreased by 0.8% compared with the same period last year, and the negative growth rate was 5 times in a single month.

In stark contrast, according to Analysys International data, in the three quarter of 2014, the scale of China Mobile online shopping market reached 210 billion 320 million yuan, up 238.7% over the same period last year.

From the Wangfujing of China's "leader of the retail industry" and the Tencent based on WeChat public platform business function, WeChat payment services and other cooperation, to Suning cloud business to open up home appliances online shopping channels, and then to the 28 department stores willing to "double eleven fitting rooms", the Internet penetration to the traditional business field is accelerating.

People in the industry hope that traditional business should accelerate the pformation of the net. "Integration" is not only in the "double eleven", but can be overcome by the normalization.

It is the "natural defect" on line, and the biggest "short board" of traditional commerce is the lack of Internet gene.

The O2O consumption driven by the "double eleven" low price concessions is short-term. How to turn it into a normal effect remains to be solved.

But at present, the "short board" of traditional commerce and industry chain breaking and poor continuous marketing ability also make the process full of challenges.

Ping An Securities analyst Geng Banghao believes that the status of traditional trade channels is becoming increasingly embarrassing. Therefore, we must abandon the idea of making simple rental sites to earn differential rent in the past. With the advantage of consumer experience venues, we should take an in-depth part in the links of commodity information docking, stock to pick up, member sharing and logistics distribution system docking, and form a complete industrial chain.

In addition, there are institutional aspects.

"People who really implement O2O integration are grass-roots shop managers or employees, but they think that the electricity providers will seize their turnover, so they are against the electricity supplier."

Zhai Peng, consultant manager of global enterprise growth consulting, believes that to change this situation, we need to start with the enterprise assessment system, improve the entity business information recording system, and form a precise performance calculation mode, which will promote the strength of the electricity supplier and incorporate it into the staff assessment.

Experts suggest that the traditional trade and commerce can establish a network sales platform that matches itself. Small businesses can set up sales outlets from Tmall, Jingdong and other platforms, accumulate business concepts and talent reserves; medium-sized enterprises can set up their own official website or electronic business platform, take into consideration the influence of brand Internet dissemination; for comprehensive department stores, a complete electricity supplier industrial chain should be formed, from brand communication, enterprise structure, product structure, logistics and warehousing cluster formation, and many other aspects.