Entity Stores Respond To Electricity Providers More Rational Year-End Promotional War Refraction Change Road

This year's double eleven, Tmall ended up with sales of 57 billion 100 million yuan, plus Suning, Jingdong, shop No. 1 and other Internet companies to fight together. There is no doubt that there is still room for sale for physical department stores.

Department stores had been having a bad time. According to the Research Report (Draft) on speeding up the transformation and upgrading of Shanghai's business, published by the Shanghai Economic Committee of CPPCC and the research group of Shanghai Business Development Research Center, sales in Shanghai department store decreased by 7.1% in September of 2014.

A local well-known department store in Shanghai also admitted to reporters that its responsible stores actually declined in the first three quarters of this year.

In the industry, sales of physical retailers are declining and customers are losing. Apart from some chronic diseases of their own models, the impact of e-commerce is not unrelated.

A department store analyst pointed out to reporters that one of the purposes of promoting sales in advance is "interception". And in order to attract part of the price sensitive consumer groups, promotional period price traders do not lose electricity supplier.

At the same time, the performance of many department stores is rational. After seeing through the so-called promotional war, "round the road" is coming, and the coming December is also crowned by the end of the year. Promotion Its name includes Shanghai's landmark Plaza and Paris spring, Hongkong's new world department store.

It is understood that The Landmark As well as the promotion of spring in Paris this year, the Spring Festival in Paris has always referred to its "no closing" in the past years, and the brand that has never participated in activities has become the focus of this promotion.

Du Yanhong, a researcher in the retail industry of CIC, told reporters that during the double eleven period, the sales scene and the huge turnover of the electricity supplier had a huge squeeze on the offline market space. "Double eleven period, the electricity supplier from clothing, food and beverage, daily necessities and other categories of sales promotion, many consumers have a lot of hoarding goods, consumers in a certain period of time consumer demand is limited, so department stores at the end of the promotion effect may be general."

However, ppr A person in charge of the store said in an interview with reporters that despite the strong momentum on the line, it did not worry that all 11 stores would maintain 6 days of year-end promotions. "We can provide online experience that is not available, and new products will not participate in closing activities, which is very difficult to do online." According to the source, in line with the trend of online convergence, it has worked with Baidu Nuomi to sell vouchers online this year, and for the first time tried the popular O2O mode.

Du Yanhong told reporters that at present, the promotional means of physical department stores are mostly concentrated in activities such as full delivery, discounts, raffle and so on. There is no difference between the promotion means and the online channels. The entity department stores should play their own expertise and attract customers from the perspective of improving customer experience. "Online channels focus on the number of users. If there is a shortage of people, online channels of traditional department stores can still play a big role. On the contrary, the sale of shopping coupons by department stores with a large e-commerce platform is a good strategy.