How To Choose The Super Super Department Store Under The "Internet +"?

The core ideas of the Internet breakout of traditional retail businesses are: small investment, small teams, small scale flexibility, trial and error, different modes of innovation, so as to accumulate the understanding of the nature of Internet retail, exercise teams, establish sensitivity to new models and new technologies, layout the next opportunity and innovation is more important, strive to lead changes, or when changes come, understand changes, follow changes, innovate and improve in change.

Use the judgement and understanding of future trends to guide the strategy of an enterprise.

So how should traditional business super department stores choose their own business models to seek synergy development between online and offline businesses?

Mode 1: self built B2C Mall: online and offline.

Since 2001, the major traditional department stores have begun to build their own stores. Most of the traditional department stores' official website adopts the way of affiliation + self operation, and there is a distinction between online sales and offline products.

In 1998, Tianhong launched the first online department store that can be placed online and paid online, but many new stores have not been sold online.

In 2001, the i shopping mall in Xidan was established. It has captured hundreds of thousands of registrations and hundreds of businesses in a short time, and has made quick profits. However, it has been in a state of low single volume and low unit price.

And Chongqing department store online.

The official opening test is displayed, but it is not yet available.

In 2009, Guang Bai created a "hundred hundred purchase network" platform, but the entity store and the electricity supplier failed to integrate effectively.

Mode two: enter the third party platform: traffic increases brand and influence decreases.

After setbacks in the self built B2C market, part of them reluctantly chose to enter the third party platform such as Tmall and Jingdong.

From the data point of view, these large third party platforms did bring large traffic volume to the department stores, and also brought returns.

However, the disadvantages of entering the third party are also obvious. Relying on the "buy flow" operation, traditional department stores will only rely more and more on these platforms, while their brand influence is gradually decreasing.

The solution is to gradually introduce third party platform customers into their own independent stores and offline stores.

Mode three: mobile APP Mall: powerful and inefficient.

The traditional department store electric shock is not limited to the PC terminal.

With the approaching of mobile Internet, there are more and more consumers in mobile terminals. The traditional department stores conform to the needs of consumers, and the APP mall is not unusual.

As a matter of fact, after installing APP, consumers can quickly find the required products through floor navigation and brand positioning, and even check the products and pay online.

The customer service system App released by Wangfujing in 2013 will enable store brand search, query location, shop guide, electronic membership card, membership score inquiry, functional business docking and other functions.

Nevertheless, the utilization rate of APP shopping mall is still very low.

First, the operability and practicality of APP mall need to be strengthened; two, the department store itself has not enough publicity for APP, and many consumers still do not know when APP mall has been launched for a long time.

Mode four:

Entity store and WeChat "O2O closed loop".

Like APP mall, WeChat mall is also a mobile terminal application, but WeChat mall just needs to sweep the two-dimensional code to enter shopping mall.

The appearance of WeChat makes the traditional department store O2O more popular.

Since 2013, the traditional shopping malls, such as top quality discount, Tianhong, Youya, Yintai department store and Guangzhou friendship, have launched WeChat shopping platform, which includes shop guide shopping, activity push, electronic membership card, online shopping and payment, which can boost WeChat O2O progress.

However, more traditional department stores did not realize WeChat shopping and WeChat payment. For example, Wangfujing only realized location navigation and store information display, shopping for physical stores.

In general, traditional department stores feel that the line can only serve as a drainage channel under the line, which is a narrow understanding.

Traditional department stores must truly realize the O2O closed loop, not only online marketing should guide users to experience and consume on line, but also the offline services should be able to lead online users to online interaction and pactions.

To do so, the public number to realize the function of WeChat mall and WeChat payment is just needed.

Mode five: choose the right social media and application tools.

For example, draw on the case and experience of many leading retail groups worldwide in social media applications, and select suitable tools and applications.