Shenyang Real Department Stores Encounter Cold Water Test And Hydropower Providers Frequently Encounter Difficulties.

An insider in a department store in Shenyang has revealed that in recent years, Shenyang has already started to make electricity suppliers, and there are not less than 10 physical stores, but some have gone to Hangzhou and Shanghai cities for a lot of visits, but in the end, most of them have given up or are still waiting.

In the just ended 11 World War, Shenyang The physical department stores have been discounted and delayed to fight against the electricity supplier under the discount line, but the online business platform is weak and has no strength to fight back.

As a matter of fact, Shenyang has already invested substantial entities in the electronic business platform to deal with the business competition from the Internet, but it has not been effective for more than two years.

Backed by big trees, Shenyang solid department store " Electric shock Road "Still faces many difficulties, and there is still a long way to go.

Some "online shopping malls" can only browse.

Nearly 100 million investors have yet to make profits.

Yesterday morning, Miss Tan clicked on the previous collection of Shenyang family. Department Store When the online shopping mall was discovered, it was no longer seen.

It is understood that a number of shopping centers in Shenyang began to do business, started around 2013, and launched online shopping mall, but the so-called "online shopping mall", the actual role is just for visitors to browse pictures, because even click into, can not afford to buy and buy.

In December 2013, the online platform affiliated with the five love group was run on line, retail and wholesale. In March of next year, the ZTE online platform, the largest comprehensive shopping website in Northeast China, was launched on the basis of the existing department store products of Zhongxing mansion, providing famous brand products and green healthy fresh fruit and vegetable products at home and abroad. The self built express delivery team provided free delivery within the second Ring Road and launched online shopping entity stores to replace and other convenient measures.

At the beginning of the five love group online platform and the ZTE online platform, the title of the propaganda was "commercial aircraft carrier icebreaking" and "commercial giant ship". Now it is the double 11 shopping carnival. What level have they developed in two years?

Reporters browse the two e-commerce platforms found that the web page has been relatively perfect, but the actual transaction data can not be fully inquired. Five love group online platform said, last year five love group online platform O2O turnover 1 billion 400 million. ZTE online platform did not disclose sales data, but said there was an increase in performance.

However, the two business platform responsible person acknowledged that the profits have not yet started. It is understood that the investment of the five love group and ZTE's e-commerce platform is 50 million and nearly 100 million yuan respectively. In terms of expenditure, personnel expenditure is a larger expenditure. Taking ZTE online platform as an example, there are hundreds of millions of wage expenditures per hundred teams per year, and there are many other costs, such as website construction fee, operation promotion fee and so on.

Because of the first batch of "eating crabs" department stores in Shenyang, the two online platforms have no reference samples for e-commerce platform operators. Many of them are trying their own way, and have made some detours and encountered some difficulties. The head of ZTE online platform said that the payback period of the electricity supplier is longer, so paying is inevitable. At present, it is the integration stage, and has not yet realized profits.

Commodity is not characteristic and its price is more expensive.

There are many problems in the electronic business platform.

After visiting a well-known department store's e-commerce website in the province, Mr. Huo, director of the operation of an e-commerce company in Hangzhou, who is also an electric business person, believes that the platform of similar architectures is different from that of the Southern department stores based on physical department stores for more than one or two years. The technical problem is not to mention temporarily. The customer service phone of the website actually keeps the phone number instead of the 400 toll free phone. Although this looks like a small problem, it actually reflects the importance of the brand image.

In addition, from the point of view of product structure, it is still like countless failed cases in previous years, pursuing big and full, rather than small and beautiful, such as necklace, consumers can find many necklaces after opening, but these brands have searched a lot of products on Taobao, Tmall and Jingdong, but there is no advantage in price. With a brand necklace as an example, the website sells for 176 yuan, while Tmall price is only 99 yuan, and Tmall is the official flagship store of the brand. "The same commodity, and not the genuine product, is so expensive that I believe no one will buy it." Mr. Huo said.

Mr. Huo said that compared with other cities in Northeast China, Shenyang's e-commerce platform is better, and some products are unique, so the advantages are relatively large. However, the problems exposed by the product still exist, whether it is photography, art, copywriting, or product layout, and the difference between the big business platform and the southern city department store electricity supplier is still obvious.

For the gap between the e-commerce platform and the southern industry, ZTE's online platform shows that through its own training, a suitable team has been built, and the gap is narrowing.

Physical department stores encounter "cold current"

Trial of hydropower providers' frequent difficulties

In Shenyang, in recent years, physical department stores have closed or withdrawn from shops one after another. Compared with the weak physical department stores, the performance of the major electricity suppliers is strong.

A person in charge of a shopping mall in Shenyang said that the pressure brought by the electricity supplier to the department store was unprecedented, and it was no longer enough to turn the shopping mall into a "fitting room". In this case, the physical department stores have tried the water business, but they can not find any breakthroughs. O2O, experiential shopping and other formats have failed.

According to Wind information statistics, as of now, 15 of the 30 general merchandise retail listed companies that have announced three quarterly or three quarterly bulletin have declined net profit in the first three quarters of this year, accounting for 50%. And the department stores in business are not doing as well as they want. In the first half of the first half of this year, the total revenue of the two department stores declined in the first half of this year. Shenyang commercial city recently announced its semi annual report in 2015. The total operating income in the reporting period reached 657 million 200 thousand yuan, a decrease of 164 million 620 thousand yuan over the 821 million 820 thousand yuan a year earlier, with a decrease of 20.03%. ZTE Shenyang commercial building (Group) Limited by Share Ltd semi annual report shows that the total revenue in the first half of the year was about 1 billion 597 million yuan, 5.09% less than the same period last year. Net profit attributable to shareholders of listed companies was 25 million 360 thousand yuan, 25.37% lower than the same period last year.

This year there are several restart the electricity supplier.

Big guys entangled with what to do.

Despite the fact that the business of Shenyang's entity stores is not smooth, the Department Store chiefs did not lose heart, and they tried every means to join the ranks. In October 30th, Li Weilong, chairman of Xing Long group, led the group leaders and relevant leaders of the headquarters to interview 35 applicants for the company's electricity supplier.

Like Xinlong, other entities in Shenyang are still eager for "electric shock". An insider in a department store in Shenyang has revealed that in recent years, Shenyang has already started to make electricity suppliers, and there are not less than 10 physical stores, but some have gone to Hangzhou and Shanghai cities for a lot of visits, but in the end, most of them have given up or are still waiting. Whether it is abandoned or wait-and-see, its common point is not to lose heart. Although sitting on solid department stores, but facing the big platforms such as Alibaba and Jingdong, it seems that they can not afford to do anything, and how to do it is entangled. Because the profits can not be seen in the short term, the effective combination of physical stores and large investment can not be found, so this contradictory psychology has been entangled. "This year there are several department stores to restart the electricity supplier, whether it can develop or not." An industry insider said.

According to the relevant personage of the provincial electricity supplier Association, a shopping mall in Shenyang will restart the development plan of the electricity supplier again this year. "They asked a team from the south to conduct specialized market research, and the results of the survey were unexpected. They decided not to be an e-commerce provider, but they spent 2 million of the research cost."

The personage says, although give up to do electric business, but this is also a kind of progress. Some shopping malls are doing more business when they are doing business. They all know that the electricity supplier is the trend of the times, so they rush to recruit and form a team, and finally persist for a period of time without profits and give up.

Expert opinion

Concept, talent, operation mode, logistics

SHENDIAN department store "electric shock" faces four hurdle.

Yu Xiaoyang, executive vice president of Shenyang Electronic Commerce Association, said that Shenyang entity stores encountered many practical difficulties when they were "electric shock".

The first is the concept. Many entities of the Department Store executives or the main responsible person, earlier in the year do not understand the electricity supplier does not recognize, missed the opportunity for the development of the electricity supplier, and when the development wants to find that the market has been fierce competition, if the concept problem does not change, the electricity supplier is difficult to start and take off. It is worth noticing that it is difficult to succeed in the operation of electronic business with the idea of operating entity department stores, and the pursuit of large and complete merchandise stores by physical department stores is difficult to create a popular "explosion fund", which is not conducive to the overall sales promotion.

Second is the question of talents. Shenyang's electricity supplier is short of talent, while entity stores are unable to find excellent operators in the development of electricity suppliers. In recent years, the number of electricity providers has increased, but there are few high-end talents.

The third is the operation mode. Most of the physical department stores in Shenyang are brand or agent's discount or lease mode, and there are few self-stores. This also restricts the development of the electricity supplier. The electronic business platform of the shopping mall often does not get the approval of the brand or agents, which leads to a large number of high-quality goods can not be synchronized to the flat platform sales. Even if some brands or merchants are settled, there are many follow-up problems, which is much more frustrate than the development of the direct department stores in some southern cities.

The fourth is logistics. Shenyang physical department stores basically do not involve logistics, and electricity providers are inseparable from logistics. In this respect, physical shopping malls have no advantages. Physical shopping malls "electric shock" logistics is very critical, and poor processing will directly affect the sale of goods.

"Electric shock" breakthrough

Businesses should be differentiated based on local practices.

Guo Deren, an associate professor at the school of business administration, Northeastern University, said that physical department stores are easy to operate with traditional thinking. E-commerce, as a complete industrial chain, is different from physical department stores in terms of procurement, warehousing, sales, customer service, logistics and distribution. The commodity category that is not differentiated is still a bottleneck for department stores to enter the electricity supplier. Many department stores' understanding of electric business is limited to establishing a website or opening a shop, and lacking overall planning for e-commerce.

The local department store giants are short of electric shock, and are often used to operate the electric business by thinking of the entity department store.

The entity department store business platform wants to rob customers from the big business tycoons, and faces bigger problems. Therefore, the local e-commerce platform should be differentiated and focus on local advantages.