Physical Department "Double 11" Taste The Sweetness Of O2O Strategic Mode.

　　 Advance O2O promotion gold absorption

Modern department store official told reporters that from November 7th to 9, modern department stores launched online and offline promotions, with turnover of 41 million yuan, an increase of 35% compared with the same period last year, and 3000 new members of WeChat.

Guangzhou friendship acts earlier. In October 31st, WeChat began to launch the activities of "WeChat grabs red envelopes". From November 2nd to November 2nd, it sent 60000 red envelopes worth 3 million yuan to attract a large number of consumers. More than 59 thousand red envelopes were used online and offline, which led to about 28000000 yuan sales of online stores and stores.

In from November 7th to 9th, Beijing Road store, Guangzhou shopping mall, held a large-scale marketing activity of "dance, beauty, and hundred nights". The three day sales increased by 52.43% over the same period last year, and the growth of the number of shopping malls increased by more than 3 over the same period. On line, Guang Bai Department launched the O2O pre-sale experience from November 4th to November 6th, driving the total sales volume of Guang Bai Hui, 14 times the ring, and 7 times the order volume.

Wangfujing department stores also launched promotional activities in from November 7th to 9th to attract gold about 20000000 yuan, an increase of about 30% over the same period.

In from November 8th to 11th, Hai Yin launched another 3 new products of the department store, which included a total of 12% off new promotions, vying to win movie tickets, shopping for iPhone6 and VIP cards, and catering for up to 12% off and so on, which led to an increase of $13 million in revenue and an increase of 50% over the same period.

Dongshan Department Store held a "stick shopping mad fun Festival" in from November 7th to 11th. The sales volume of the head office increased by 8.4%, and the flower store increased by 11.3%.

Tianhe "double 11" sales exceeded 25 million yuan, an increase of 70% over the same period last year.

　　 Winter clothing, household appliances, gold and other hot selling

After the beginning of winter, the weather in Guangzhou turned cool, and the sales of winter products soared. In from November 8th to 16th, the hundred Fashion Shopping Festival, which was launched in the department store, brought 300 yuan to 200 yuan, and the sales of the participating stores increased significantly.

The sales volume of modern department stores and footwear sales increased by 1 times compared with that of the previous year, and the winter clothing also reached a 50% growth rate.

In addition, Tmall's flagship store in the early morning of November 11th, only 15 minutes, the turnover has reached 120 thousand yuan, of which washing machines, microwave ovens, air conditioners and other hot selling, as of 11 noon, half day sales have exceeded 9 times over the same period.

At the end of the year, coincided with the peak season of marriage, Mr. Dai, head of Dongshan Department store, said that in addition to the increase in sales of home appliances and supermarkets, gold sales also rose significantly.

Reporters visited several department stores and found that most of the gold counters were crowded before the "double 11" activities. Many salesmen said that many consumers were buying gold for their marriage.

Nearly 500 brand stores in Guangzhou friendship store are also the beneficiaries of the "double 11" products, which are sold by GREE, Midea, Galanz and Vinda. brand Good performance, boutique small household electrical appliances, paper products, edible oil and rice and other hot products, but also the emergence of a goods to be sold out of the grand occasion.

　　 " Double 11 "It's just a warm-up. The Christmas season is about to start.

The reporter learned from several stores that the double 11 is only a warm-up at the end of the year, and then the Christmas shopping season is about to begin. Next, more energy will be devoted to the promotion of Christmas and new year's day.

Some department stores also said that this year did not launch a large-scale promotion for the "double 11" because it was not very satisfactory from previous years, no matter how large the sales campaign was. Xinguang department store responsible person said, this year does not advocate the "double 11" Shopping Festival Promotion, just launched the "singles day" small promotions, but sales also increased by 10% - 20% over the same period. Xinguang department stores will launch the winter member day activities at the end of this month. The members will enjoy the lowest discount in the season, and there will be a big concession activity before and after Christmas and new year's day.

At the end of the wedding season, Guangzhou friendship also launched a 31 day "love and marriage" 2014 Guangzhou friendship wedding season. Buying most of the electrical products on Friday, six and Sunday can enjoy 8.5 to 7% off discount.

　　 Retail stock "Double 11" group diving

Although the Guangzhou department store's "double 11" has a good record, it also appeared the "collective diving" of retail stocks that day. According to public statistics, in November 11th, 69 of the 80 shares of the A share retail market fell, and 50 of the shares fell more than 3%. Most of the rising retail stocks belong to the agricultural chain, pharmaceutical chain and other professional fields.

Insiders believe that the "double 11" retail stocks on the same day collective diving, and retail businesses affected by the impact of electricity providers.

Guang Bai department store, Guangzhou friendship, Wangfujing department store and so on use "double 11" to carry out online and offline promotions, and try O2O mode transformation. Next Christmas, new year's day and other important nodes, the department stores will continue to make use of the electricity supplier.

Insiders also believe that the "double 11" online shopping Carnival has overdrawn the consumption demand in the next one or two months, and the days of physical department stores will be even worse. In this regard, the head of the modern department store Yao is not so serious. "Double 11" has a very long preheating process, which actually backlogs the consumption desire in the early stage, but only concentrates on the day's release. Next, there is still a lot of spending power waiting to be released. He said that the modern department store's "O2O promotion" during the "double 11" period has achieved good results, and the next Christmas and new year's day will continue to promote online and offline linkage promotions.