Electricity Supplier Era Also See How Foshan Department Store Pformation Breakthrough

Who knows the hearts of consumers better?

At first, the electricity supplier was ambitious to claim to replace the entity businesses. Nowadays, the entity merchants are awakening together, and by breaking through the strategy of strengthening the sense of experience and substantive involvement in the electricity supplier, we can break through.

The industry believes that in the information age, the electricity supplier and the real business is not a competition relationship, but a convergence relationship. In the future, e-commerce and physical business will complement each other and complement each other.

Save yourself:

New shopping malls to enhance consumption experience

The proportion of experiential business is over 50%.

The sense of experience is entity merchants.

The most essential difference.

Since the beginning of this year, a number of shopping malls have been opened in Foshan. While improving the overall business environment of Foshan, it is also a step forward in the experience aspect.

At present, these shopping malls have experienced over 50% of the experience formats, and some even account for about 70%.

Experiential formats mainly refer to eating, drinking, playing, and entertainment.

In addition to the regular entertainment main businesses of the cinema, the newly opened shopping malls this year are painstaking efforts in catering business.

There are about 40 restaurants in the Wanda Plaza in the South China Sea.

In terms of decoration, stores have their own characteristics. For example, the Four Seasons restaurant takes the street view of old Hongkong as the theme, full of nostalgia. Dunhuang tea museum shows Foshan's local feelings.

Vanke Plaza in the South China Sea has more than 70 restaurants and brands, accounting for about 35% of the entire shopping mall brand.

Sturgeon flavor restaurant, thousand dozen beef balls, memories of Jiangnan, barbecue, Lang Ge style stew pot and other brands are the first time to enter the brand restaurant in Foshan.

Play, music is also the electricity supplier can not replace the experience of the format.

Entity businesses especially pay attention to children's experience format and make a big fuss around children.

Wanda Plaza, the South China Sea, has introduced the "ocean Disneyland" Chinese fairy tale theme park "whale whale world children's playground" and Yang Hongmei art training center.

Zhaoyang Plaza, a newly opened large shopping mall in the south of the city, although the volume is only more than 30 thousand square meters, it introduces the first Lego activity center in Foshan, with a business area of nearly 1000 square meters.

Experiential formats are singing, but the department stores directly competing with the electricity suppliers are shrinking.

Although Vanke Plaza in the South China Sea also introduced the self operated format of Vanke department store, the proportion is very small.

While Fengcheng and Zhaoyang square simply abandon the traditional department store and take the exclusive store route, but its proportion is not large.

Wonderful activities attract more people and consume more.

In addition to increasing the proportion of experience formats in the process of investment promotion, shopping malls also focus on creating theme activities in holiday marketing, attracting people's popularity with colorful activities and promoting consumption, which is the key to the experiential nature of entity businesses.

It is reported that during this year's "double eleven" period, Foshan's major businesses have launched activities such as "off" and "snapping up" to join in this feast of consumption.

"Double eleven" on the same day, the Oriental Plaza will hold the Foshan city blind date conference.

The activity site will be divided into several districts.

Impression city is also in the "light" aspect of ingenious thought.

On November 8th ~11, the couple went to the impression city shopping, scanning the impression city WeChat two-dimensional code can print a group photo free, and have the opportunity to "ideal lover" (big bear doll) to take home.

From November 5th ~18, it launched the "Yue Yue Yue" meal coupon group buying activity. In the department store, it bought 200 yuan or more, and 50 percent off group bought meal vouchers. Cade square was an article about children's communication. Every Tuesday to Saturday evening 19:30~21:00, Kade square would arrange free activities such as English and coloured DIY, so that children could learn to associate with others in activities.

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Trend:

Entity businesses repeatedly "real power" online and offline joint operations

In the past few years, the "electric shock" of the major entities in Foshan still stayed at the stage of "conception".

Although many shopping malls have established their own websites, they are limited to product display without substantive actions.

But with the improvement of technology and the gradual deepening of the understanding of e-commerce, the entity business has made more substantial progress in the field of electricity supplier this year.

First of all, entity businesses have substantial Internet thinking, everything starting from users, "think of what they want, urgent and urgent."

At present, you can enjoy free WIFI services in shopping mall in Dongfang Square, South China Sea Wanda Plaza and Wanke square in the South China Sea.

Vanke Plaza has also introduced the concept of extreme service, which includes mobile phone charging boxes, emergency medicine boxes, female care products, rental umbrellas, baby carriages, etc., to meet the needs of shoppers for emergency.

In addition, almost all shopping malls have opened the WeChat service public number. They have invested a lot of manpower and material resources in the operation of the public number, pushing the shopping activities, new businesses and seasonal merchandise recommendation to users.

In addition, the strength of the business itself is also preparing to build the O2O platform.

It is reported that Wanda and Tencent, Baidu's two Internet giants to build O2O projects are steadily advancing, and is expected to be ready for use by the end of July next year.

In addition to the market itself is frequently "electric shock", brand businesses have been online and offline the next two lines of operations.

It is reported that this year, a number of international fast fashion giant officially announced the opening of online stores, opened its electricity supplier road.

In March this year, C&A, a famous European fashion brand, entered Tmall, China's largest retail website, and opened its official flagship store.

In September, H&M self built online store officially appeared in China.

In October, Zara officially entered Tmall's official website to establish flagship store, and announced that the products sold by Tmall official flagship store will be consistent with the pricing of Zara retail stores and official websites.

Online merchants go out of the "virtual" self built shop to emphasize the sense of experience.

On the other hand, online businesses are stepping out of the "virtual" sector and building a physical store to enhance their sense of experience.

The dream bazaar plateau is an underwear brand specializing in online platforms.

This summer, the dream bazaar O2O fashion life experience hall officially opened in Guangfo Zhicheng.

In addition to being able to get professional dress advice and convenient paction, consumers can also buy clothing logistics directly to the home, and even make an appointment fitting through the guide salesmen.

In fact, online business days don't look so good.

A person who has been operating on Taobao for many years in Guangzhou has told reporters that the online competition is becoming more and more brutal.

He himself has shifted the focus of his work from online to offline. "The most traditional experience format is not going out of date," he said.

It is understood that like dream bazaar, willing to walk down the line from the line of physical layout of the business is still very few.

And the entity businesses below the line seem more active in the "electric shock" action.

Viewpoint:

Solid + electricity supplier "two legs" walk more robust and long-term

Looking at the major shopping centers in Foshan, this year's electricity supplier's flood is still everywhere, and the development is not bad.

"People always crave face-to-face communication and communication. The way of communication between people determines that the electricity supplier can not replace the real business."

Insiders said Mr. Peng.

PFL also believes that e-commerce is a trend in the information age. However, e-commerce is not a competition relationship with real business, but a convergence relationship. E-commerce and physical commerce will complement each other in the future.

Although e-commerce has the advantages of convenience, speed and low cost, it does not combine consumer experience, and experience is the advantage of real business.

At present, in

It has basically reached a consensus that the retail industry in the Internet era is neither a simple electricity supplier nor a traditional line. It is an organic integration of online and offline businesses. The "two legged" walking is more robust and long-term. The seamless integration of the "air force" and "Lu Jun" is more effective.