Behind The Parity Of Online Business: What Is "Cut"?

A brand shaver, a state-owned large department store, priced at 450 yuan, but only 299 yuan on the Internet, customers will of course choose online shopping.

At present, a department store in Guangzhou has further expanded the scale of cross-border e-commerce. Apart from the existing three stores, it will soon open its stores.

Experience shop.

Similar shopping malls are more expensive than electricity suppliers, so that people have formed the impression that department stores sell more than electricity suppliers.

However, behind the parity of online e-commerce, what is "cut"? Many consumers reflect that although shopping is cheap, shopping in fact is very difficult.

It is necessary to wait for delivery by courier delivery and worry about goods being wrong.

Compared with the electricity supplier, traditional department stores still have many irreplaceable advantages, and they are also reducing costs through various innovative ways to repay customers.

Traditional department store dilemma: the price difference for the shaver is more than 100 yuan.

Last week, taking advantage of the celebration of a large state department store, it was planning to buy a brand razor, which was priced at 450 yuan, with a 10 percent off discount for the festival, and if the gold card member could fold 10 percent off, the shaver would be 364.5 yuan and nearly 100 yuan.

But at the time, it was also registered on an e-commerce website. The price of the same product was only 299 yuan, which was nearly 151 yuan lower than the normal price of traditional department stores. It was also 65.5 yuan cheaper than the discount price.

After that, the memory cards were compared.

And many other commodities, among which

Storage cards, department stores, the price is 200 yuan more than the electricity supplier, leather bags are department stores than the electricity supplier price 30 yuan.

After visiting and collecting consumer opinions, it was found that the price difference of less than 500 yuan is higher than that of the traditional department stores, and the difference is less than 50 yuan.

It is precisely because of this that there are more and more "grid families" in department stores. They will go shopping and hang on the electricity supplier website to search for parity. They will regard department stores as "fitting rooms" and "trial sites".

Try it on, find the right size and buy it on the electronic commerce website.

For appliances and other goods, they will try it in department stores and buy them on e-commerce websites.

It's more and more common to see "no buy" or "just try not to buy". Traditional department stores are also helpless.

Price composition of traditional department stores

For the fact that the traditional department stores are more expensive than the electricity suppliers, many senior department stores also agree.

Then, how does the commodity price of department stores constitute? What is the price of goods?

State owned department store executives said that the pricing of each item in the shopping mall all involved factory price, manpower cost, promotion cost, market profit sharing cost (booth cost), taxation and other items, and the price composition of different channels was also different.

The above chart shows only the most common purchase channel, and there are many middlemen in the purchase channel, which is even more amazing.

"General electric appliances and other large commodities have lower gross margins, and the selling price of shopping malls is not much higher than the factory price.

But if clothes, shoes and other goods are sold, the price is usually 4 times higher than the ex factory price.

The senior official said.

Traditional department store executives: net profit is only 1%.

A middle-level manager of a state-owned department store in Guangzhou said that the turnover in the first half of this year was 1 billion 270 million yuan, but gross profit was only 250 million yuan and gross margin was around 19.54%.

The cost of shopping malls is as high as nearly 100 million yuan. Every day when shopping mall opens, we must consider how to make money, otherwise the staff's food and drink are all problems.

The middle-level said that his monthly salary of only 6000 yuan, not much.

In fact, in addition to labor cost, electricity and water charges are also a major item in the traditional department stores, which cost about 10000000 yuan a year, and the bank card handling fee is nearly 5 million yuan per year, and then the tax and so on. The net profit of the shopping mall is only about 1%.

A shopping mall executive said: "fortunately, the large department stores in Guangzhou are mostly owned by their own property, otherwise, if they add the rent, they will not be able to stay in line with the current downturn in retail sales."

Answer: shopping centres are not afraid to spell prices. There are more kinds of formats, and manufacturers are more direct than electric providers.

Aware of the problem, traditional department stores have also responded. Nowadays, not all goods are more expensive than electricity suppliers.

"As long as department stores are willing to reduce intermediate costs and give gross margins to consumers, prices will come down, cheaper than electricity providers."

Industry analyst Chen Jiang said.

Now, some department stores take the lead in discounting the gross profit margins by giving them a deep discount. The goods are as low as 3~4, and the price is even cheaper than that of Jingdong and Taobao.

Compared with one pair of leather shoes, the goods in the mall only sell 220 yuan after 70 percent off, which is 60 yuan cheaper than the e-commerce website.

Yao Xiaobin, a senior department store, said that at present, the department store also introduced the "factory direct selling" shop in the traditional department stores, so that manufacturers can directly take the goods in the department stores, reduce the intermediate links and costs, and really give profits to consumers.

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Cross border electricity providers "super rebate"

In order to deal with the encirclement and suppression of electronic business, traditional department stores also take the road of cross-border e-commerce.

Cross border electricity providers can make department stores play a channel advantage, while guaranteeing the source of goods, they can also sell a cheaper price than electricity suppliers, which is quite popular among consumers.

For example, a German brand of milk powder in the supermarket price of 400 yuan a tank, the same products in a number of cross-border electricity supplier experience shop, as long as 300 yuan can buy two cans.

At present, a department store in Guangzhou has further expanded the scale of cross-border e-commerce. Apart from the existing three stores, it will soon set up cross border e-commerce experience stores in its stores.

Huang Yihua, general manager of another well-known department store, said that the traditional department stores will also carry out "super rebate" through cross-border electricity providers, and will recommend each other members to each other through mutual concessions with other merchants, so that the promotional cost discount can be directly returned to consumers.

A fast food takeaway in department stores.

In addition to discounts and promotions and rich variety of formats, there are many offices in Tianhe business district. A well-known department store has also introduced fast food distribution enterprises, which has become a highlight of department stores.

The department store of Beijing Road stores itself to reduce the size of the department stores and introduce catering and entertainment formats to attract tourists.

Shopping malls can experience the electricity supplier: the advantages of traditional department stores; excellent shopping environment; quality shopping guide service; visible and touching; that is, buying without mentioning and so on; genuine quality assurance is very reassuring; after-sales service is convenient and not bother.

Although the price of traditional department stores is higher than that of electricity suppliers, it may not necessarily be "no help". On the contrary, the turnover of traditional stores is billions of dollars per year, which proves that the traditional department stores still have strong vitality and are still popular among consumers.

"The experience of traditional department stores is unmatched by electricity providers."

A senior official of Guangzhou friendship store said that the traditional department store has excellent shopping environment and quality service guide. There are many convenience facilities in parking, rest and gift packaging to make customers feel at home. This shopping experience is unique to traditional department stores.

Some people also said that shopping in a department store can see and touch the goods first, and it can intuitively understand the products, and guarantee the authentic products.

And the commodity can be bought immediately, and it is convenient to use at once.

"Sometimes some urgent necessities come to department stores to buy and meet the demand at once, but if they are shopping by electricity providers, they do not know when to arrive."

Miss Zhang said that shopping at department stores is reassuring, convenient and quick. In addition, department stores often do discount activities. After the discount, the price is almost the same as that of the electricity supplier, and some are cheaper than the electricity supplier.

Electricity shopping is cheap, but in fact, shopping is very difficult.

"There are a lot of products on the Internet, samples and styles are too complicated to scroll around on a small cell phone or computer screen. Your eyes are very tired. If you don't pay attention to them, you will be deceived by fake goods and inferior goods. Online shopping is often wrong with goods, and after sale, it is very troublesome to recover them."

90 trabecular said.