From Boycott To Fusion Of Traditional Department Stores

The biggest "double eleven" curtain call in history

38 minutes 10 billion yuan, 24 hours and 57 billion 100 million yuan, Tmall set a new record at the same time, also let Alibaba debut after the first big show success.

Other mainstream electricity providers also gained some success in November 11th.

The trading volume of the half of the Jingdong mall reached the same day of the same day last year, and suning.com announced that as of 18 November 11th, the total number of sales in the website increased by 487% over the same period.

In addition, during the "double eleven" period, Tmall mobile terminal business accounted for 42.6%, Jingdong wireless pactions accounted for 40%, while suning.com was 38.9%.

The electricity supplier is fighting hard to push the Internet economy to the important position of stimulating consumption and stabilizing the economy.

But after the bustle, there seems to be hidden anxiety.

Savoring, a number of electricity providers coincide to emphasize the sharp increase in trading volume, but only willing to use the "data" and "growth rate" to explain the hot sales, but the revenue and profit expectations remain silent.

According to industry sources, in fact, most electricity providers are still in a state of loss.

The biggest "double eleven" in history is the curtain call, and the era of online shopping is coming.

"There is no explosive effect on the line, because traditional department stores can not afford suicide promotion."

A department store official said, "of course, the traditional retail enterprises have been facing the pressure of pformation. For the Internet, from the initial confusion and resistance to integration, we must gradually change our attitude."

According to the data released by the National Bureau of statistics, the total retail sales of consumer goods totaled 189151 billion yuan in the first three quarters, up 12% from nominal growth (10.8%) after the deduction of price factors, and the growth rate dropped 0.1 percentage points over the first half of the year.

The first three quarters of the year, the national online retail sales volume of 18238 billion yuan, an increase of 49.9% over the same period last year.

At present, the integration of online and offline retailing is accelerating. Forming a full channel shopping channel will be an important direction for the future development of the retail industry.

The latest research report released by the China Chain Store Association on traditional retailers' online retailing (2014) shows that the traditional retail O2O develops rapidly, and the integration of online and offline accelerates.

In 2013, there were 67 hundred top 100 retailers in the traditional retail business, with a net increase of 5.

In addition,

The way of online retailing is more diversified. While building a platform, it will also import the ready to use traffic and expand the sales channels through the large business platform.

According to the survey, 82% of the traditional retail enterprises have launched the online retail business through the self built platform, of which 50% only built one platform, and 32% of the enterprises chose to build their own platform and access the open platform. 18% of the enterprises only developed the network retail business through the third party platform.

Compared with last year's "double eleven", the contradiction between traditional retail and e-commerce this year seems to ease some.

Since November 1st, 317 stores of Yintai business, Wangfujing department store, Joy City, Guang Bai department store and other 28 department stores have announced their formal participation in the "double eleven" shopping Carnival O2O special.

"28 department stores linkage Tmall double eleven", such news seems to create a "harmonious and friendly" atmosphere.

As China's largest department store retailer, big business group even chose to go online in November 8th, officially launched the new concept of mobile Internet platform, "tin dog network", and caught a "double eleven" ride.

"What is authentic O2O? For physical retailing, we must focus on core business - selling, then peripheral virtual service and member derivative services. If we do not face the problem of channel efficiency and single product refinement, we will lose or even withdraw from the market."

On the eve of the "Tian dog online" line, Liu Sijun, general manager of the business group of the big business group, concluded that "pformation is not a word, but traditional retail must carry out a full pformation from the root, including shopping malls salesmen, investment operation teams and marketing personnel.

For example, the salesperson of the mall should assume the function of "small business" like the electricity supplier, provide customers with their own collocation photos and scene trial scenes, attract customers with style, and supplement the pure price electricity supplier mode with the 24 hour interaction and personalized precise recommendation of mobile phones.

And marketers should learn to attract people through the Internet and interact with customers, especially from the original fear of customer complaints to the initiative to listen to customer feedback, so that marketing is more accurate, and learn to look at the marketing costs from the cumulative customer consumption, rather than static to see a single marketing effect.

There are two main modes for entity retailing to embrace the Internet: one is self built platform, the other two is Alibaba, Jingdong and other mature electricity providers.

No matter which mode, the road of development is full of thorns.

For the former, self built platform burn too much money, but also to mature electricity supplier there to grab the market.

For the latter, there are very few flows and services that can really be obtained from the platform.

Therefore, the traditional retail business road is still entangling the profit model.

Especially in traditional department stores, "touching net" is not an anecdote.

After all, under the impact of the electricity supplier, under the situation of declining overall profit margins in the retail industry, the O2O business combined with the advantages of the Internet and the Internet has been recognized as a "good way out".

But the key is that there is no successful precedent to follow.