Guangzhou Department Store: Dual Pformation Of "Concept" And "Positioning"

As a traditional retail format, department stores are not unaware of the changes in the consumer market.

According to Zhou Qiang, general manager of modern department store, modern department stores established the development strategy of "entity store + electricity supplier + mobile technology" from the end of 2012, and launched the modern network at the end of 2013.

"At the very beginning, we made the website a supplement to the entity store, and we carried out publicity and drainage on the above, and finally we had some sales."

In an interview with Nandu reporters, Zhou Qiang said frankly: "at that time it was thought that these functions could be found on the website, but actually the operation was not ideal."

The modern network has gone through the stage of famous sale, O 2O and so on. As of now, modern department stores have invested more than ten million yuan to create a modern business mode.

Until recently, the modern department store again.

A new revision has been made.

On the basis of making full use of the mobile Internet big data technology, we have identified the positioning of the proprietary platform, which specializes in sales promotion, which mainly deals in two major sections, namely, the sale of famous products and the cross-border electricity supplier.

Will it be too late to fight again in the field of electronic commerce? Zhou Qiang said that with the development and construction of electronic commerce system software maturing, there is no need to invest very much, and it can also build a website with better experience. This is a new advantage.

"And in the past six months, we have found that brands have begun to touch the net, and their inventory management system has changed from original location to computer cloud.

This solves the pain point that department stores do not have the source of electricity supplier. We can solve the problem of supply and inventory by promoting the online sales promotion through locking agreements. "

Huang Wenjie, chairman of Chu Rui commercial organization, told reporters in Nandu that the key to the department store's business is quality merchandise and high volume of visits.

The failure was not to do well.

He believes that, like the form of friendship, we need to cooperate with WeChat to import traffic.

And like modern mode, it may take a lot of investment to buy big data and drainage.

"Department stores rely on themselves to make websites.

The most successful is Yintai, holding hands.

As a result of marriage with the predators, the connection with the Internet has been achieved from genes and blood vessels.

"Whether PC or mobile terminals, whether WeChat or self built A PP, these are only formal problems."

First, commercial President Huang Huajun said in an interview that he suggested that in order to achieve the scale effect, the department store's electricity supplier had better make an open platform instead of selling only the original supplier's products.

"Our investment in the early days is indeed prudent. Next, we will increase investment and cooperate with some big data companies.

The team has expanded from about 10 people to 80 people.

Zhou Qiang said that at present, there are 6 stores in the modern market and 1 billion business income. After the upgrading of the modern network, it is expected to achieve 1 hundred million sales target next year.

If the scale of the modern network expands further, it will consider independent operation and leave room for capital entry.

Perhaps the action is not as big as modern, but as one of the leading department stores in Guangzhou, Guang Bai department store has been constantly optimizing and adjusting its shopping websites in recent years.

Guang Bai relevant responsible person briefed reporters in Nandu that the company's electronic business platform "Guang Baihui" was also built around 2012, and has been carrying out platform optimization and product mix adjustment.

Friendship is another way.

According to their relevant person in charge, they have also built an e-commerce website called "Tesco (thematic reading)", but in recent years they have only optimized the category.

Last May, friendship opened up a micro department store on mobile terminals - selling products on WeChat.

"We found that electrical appliances, supermarkets and cosmetics were best sold on Tesco, so we increased the proportion.

The micro department stores and friendship score cards are associated with better drainage.

Sales growth of the two platforms reached 20% this year.

The two pformation is imminent.

"The climax of investment in traditional department stores has been over, and the business environment is getting worse and worse.

Commercial property is relatively surplus, like Wanda gradually withdraw from the traditional department store industry.

Zhou Qiang said that the Internet accounted for 10.5% of the total retail sales last year. The Internet will continue to grow this year, which will encroach on the traditional retail market and reduce the market share of traditional retail businesses.

"At present, the economic environment is both a challenge and an opportunity for the traditional department store industry.

Traditional department stores should be pformed in a timely manner and move towards the direction of "traditional department stores and mobile Internet", becoming a smart department store.