Retail Sales To Find Business Opportunities

The retail sector has been beheading for electricity providers, and its fanaticism is evident from a number.

In 2014, among the 50 major department stores released by China's top 100 chain store operators, 36 had launched online retail businesses, mostly self built platforms.

In recent years,

Test water business is already a cliche.

However, at the beginning of this month, the Yunnan online station of the big fat run online shopping mall, flying cattle Network, still gave the same industry a lot of concussion.

On line, orders have doubled, and members have spread all over the States. The momentum is so fast that the same industry can not be changed.

To lose money and earn more, the Yunnan station of Fei Niu net is going to go against the market. Actually, the big crocodile has been involved in the retail business. It is not a solitary case in the department store industry. Other department stores are also in the layout of O2O big marketing mode.

Huarun Wan recently announced that it will build a single channel in the market.

Tang Jianian, President and chief executive officer of Carrefour China, recently announced the launch of Carrefour's biggest adjustment strategy in China in the past 20 years. It also proposed that the electricity business will start in the past two months, and the model will be built on its own official website to make O2O business on the basis of stores.

Wangfujing department store is the first batch of old retail businesses to start experimenting with e-commerce. Since 2007, it has begun to set foot in the online shopping mall. At that time, the business of Beijing's Shuang an shopping center, Guangzhou Wangfujing and Changsha Wangfujing was launched as a pilot project.

Until this year, it has been the ninth year for Wangfujing department store to set foot in the electricity supplier. The Parkson's "Parkson network" (China) was launched in 2012, gathering many exclusive online and high-end brand online authorization.

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What is the role of the Internet in boosting the sales volume of shopping malls? Can we accurately grasp the consumption habits and consumption needs of the potential consumer groups for those offline retailers, and accurately determine the direction of product development, marketing content and even help to inventory?

From "supply" to "need" is the core of big data application.

The offline shopping mall, which is based on procurement and sales, is gradually focusing on consumer demand through big data.

In 2014, a report released by CB Richard Ellis said that China accounted for more than half of the total shopping centres in the world, and 8 cities ranked among the top ten.

Chen Zhongwei, executive director of the research division of China, warned that there were already partial overruns in many cities.

At the same time, e-commerce consumption increased steadily. Last year, "double eleven", the total volume of Tmall turnover increased from 35 billion yuan in 2013 to 57 billion 100 million yuan.

Against this background, Wanda has introduced large data to many Wanda Plaza in China. At present, it has done at least seven aspects of data collection, such as leasing process, brand filing, city information, POS paction records, passenger flow monitoring, customer WiFi tracking, and large member system.

Take WiFi tracking as an example. As long as customers enter Wanda Plaza, big data can capture all smartphone users, and record the customers' walking routes and consumption habits.

Gao Li, director of the international market research and project consulting department, told Chen Houqiao daily economic news that compared with the traditional sampling survey, big data is more comprehensive and accurate.

Taking 200 thousand of the people's shopping malls as an example, after a good data collection point is established, customers can be classified according to the customers' age, consumption, shopping preferences and so on, so as to provide preferential treatment for quality shops while cutting down attractive merchants and adjusting the layout of shops at any time.

Chen Houqiao said that by adjusting the business format, revenue will certainly improve, but the domestic is still in its infancy, there is no authoritative data.

Foreign cases show that these measures can increase the operating income of 2%~9%.

Although the consumption volume of online commerce is increasing, online services are always "worse" for online merchants.

This gives the offline merchants opportunities.

Dong Liming, President of the big data industry alliance, told reporters that many shopping centers use multiple types of intelligent interactive devices to collect data, and provide fixed sales promotion information on the basis of data analysis, increasing consumer stickiness and increasing passenger flow.

At present, there are simulated dressing rooms in many shopping centers in Shenzhen.

Although compared with traditional department stores, the sales volume of shopping centers still increases, but when they are concentrated in a certain area, only differentiation can survive.

As a result, shopping centers are working hard on O2O and experiential formats.

Vanke proposed to experience life square.

Take Dongguan Songshan Lake Life Plaza project as an example, shopping accounts for a small proportion, supermarkets, special restaurants, entertainment projects are the main ones.

Guo Liping, senior manager of the research department of the world bank, said that many adjustment tenants in the Mixc, Shenzhen and Cocopark had to rent the store to more experienced businesses to attract traffic.

Therefore, these high quality shopping centers consider more, not rent, although some old customers give higher rents.