Department Store: It'S Also Risky To Change Itself From A Joint Venture.

As for the attempt and expansion of O2O in department stores, Mr. Luo Yuanjun, senior assistant director of the project and development consultant of Huaxi District, Davies, said that at present, O2O has become a way to break through in all walks of life. However, the development of traditional department store O2O is still under exploration, and the development is not ideal. A large factor lies in the fact that most traditional department stores adopt joint mode, and each brand store operates independently, and the shopping mall has no control over commodity prices and inventory, so it is difficult to form online and offline integration.

Moreover, many department stores in order to avoid homogeneity and quantification, online and offline goods do not coincide completely, and there are few kinds of goods online.

As early as 2014, Ito Yang Hua Tang carried out a series of adjustment actions. Chun Xi Dian and Shuang Nan shop increased the proportion of catering and children's formats, and adjusted to the direction of shopping centers.

At present, in the five floor food court, which is adjusted by the new plan, besides the catering, some small entertainment facilities such as shooting machines and big head stickers have also gained a lot of fans. They have brought considerable popularity to the five floor with the catering format.

Unlike Ito, the new world department store attracted many consumers with its regular discount sales promotion mode. Meanwhile, its self brand LOL was introduced, and a world of lifestyle related products was laid out on the second floor escalator. The Wangfujing department store put one of its eyeshot on WeChat's payment, and in February 2014 it worked with Tengxin WeChat to try to win the horn of victory by using the O2O application.

From the perspective of popularity and consumption, these three brands are basically the existence of big coffee grade in the department store industry of Chengdu.

However, their attempts and initiatives can be completely copied by others in the same industry? Of course not, the specific problems need to be analyzed concretely. Moreover, there are many risk points in the application of O2O and the adoption of self run mode.

As for the attempt and pformation of the self run mode, Ms. Huang Xuanqi, senior manager of RET ruyd's strategic consulting department, gave a negative answer, and analyzed the possible risks of traditional department stores using proprietary mode:

1, the cost is rising.

In fact, it is a "light asset" mode. It has a strong scale and is distributed in cities of 1, 2 and 3 lines. The development relies on the brand effect of department stores.

Self run mode is more like a buyer's shop mode. In this mode, the consumers prefer the 1 line or the 1.5 line city. The 3 and 4 tier cities can not get a good market reaction.

At the same time, there will undoubtedly be higher cost requirements in terms of manpower and resources.

At the same time, under the self operated mode, the department store will bear the possible inventory problems personally.

2, talent problem.

Under the mode of joint operation, department stores' talent reserve is biased towards marketing activities or floor management, while self employment mode requires higher talents. It needs buyers with relatively strong comprehensive ability.

Against this background, the cost of trial and error in department stores is higher.

3, changes in competitors.

Under the self operated mode, the department stores are mainly

It will be pformed into brand collection store and fast fashion brand, such as IT, Zara, UNIQLO, etc.

And these brands' industrial operation chain has been very mature, and the market reaction is extremely fast. But as an entry-level athlete still in the exploratory stage, department store, though not able to say "egg bumps stone", is also a pressure mountain.