Electricity Supplier Landing Shanghai Department Store Paris Spring "7 Days Without Closing"

In November 24th, "Shanghai Paris Spring Department Store" was announced in Shanghai with a network.

Brand cross-border integration, reached the electricity supplier clothing brand in the "Paris spring" Pu shop shop cooperation projects.

Morning Post reporter was informed that this is the first electricity supplier landing department store project, "Paris spring" as a result of its closing year this year.

For the cross-border integration of traditional department stores and electronic business, Chao Gang, a professor at the International Business Administration School of Shanghai University of Finance and Economics, said that the online replacement of the line was impossible.

Online and offline cross-border integration (O2O) is an inevitable trend.

However, whether online or offline, the real competitiveness is commodity differentiation, otherwise, even if O2O is not necessarily successful.

Paris spring does not shut for 7 days.

In Shanghai, the department stores at the end of the year are greatly encouraged by the "Paris spring".

For example, last year, the "Paris spring" was also fully armed and looked forward to closing.

However, it is very sad that the two weekend, just happened to encounter heavy rain, the flow of people to make operators unhappy.

According to the Paris spring side, this year's no closing activities began in November 26th, on the five or six Thursday of this week, and next Friday six.

A total of seven days, of which four nights this week for VIP special.

In seven days, the business hours continued until 1 in the morning.

Liu Haiying, general manager of Shanghai Paris spring Market Sales Department, told the Morning Post reporter that under the prosperity of the electricity supplier, the decline of department store's performance is already a fact.

To cope with this situation, this year's gifts are more than ever, and the discount is lower.

_ueditor_page_break_tag_

For example, when the door is open to panic, during the event, the department stores will reduce their clothing by 99 to 60 and enjoy 61% off discount.

For example, during the 2 hours of open door panic and closed door activities, 99 will be reduced by 70, which can enjoy a super low to 74% off discount.

Trend fashion electronics is the "home" ceremony of "Paris spring" and "no closing" Shopping Festival.

The iPhone 6S rose gold, iWatch and iPad mini4 will not be closed at this time. During the special period, the total purchase of 11880 yuan and 5880 yuan will bring Hao Li home.

Electronic commerce first landing department store

Morning Post reporter was informed that, in fact, forced by the development of electricity providers, department stores have quietly changed the way of thinking.

For example, "Paris spring" has been working with websites such as "easy to browse" and "famous shopping guide" this year.

And this year's "Paris spring" "Ingman dress" is a typical online business.

Fang Jianhua, President of the company, said that although their "double eleven" sales exceeded one hundred million yuan, the limitations of online businesses were also obvious: for example, clothes could not be tested. For them, the return rate can be controlled at 15%, which is very good for enterprises, which is a huge loss for enterprises.

This directly contributed to their cooperation with "Paris spring": "Ingman" needs to drain 6 million fans, and "Paris spring" needs more customers.

Liu Haiying said that the advantage of department stores lies in the experiential nature of its consumption process, not just buying and selling.

Therefore, in the physical store, even if you do not buy clothes, you can simply drink tea and read books.

At the same time, as a new breakthrough in the new O2O cross-border cooperation mode, the New World Department Store - "Shanghai Paris spring" and "Ingman" will be updated synchronously under the style online and offline, and the price will also be synchronized in real time.

Dozens of square meters of physical stores, all clothing tag with two-dimensional code, scan code can be directly connected to online selection of color and size, customers can pay online mobile phone.

_ueditor_page_break_tag_

Commodity differentiation is the core of competition.

Chao Gang Ling, a professor at the International Business Administration School of Shanghai University of Finance and Economics, told the Morning Post reporter that he began to study the electricity supplier a few years ago.

There is a view that

Vigorous development will eventually replace physical stores.

"This is impossible."

Chao Gang said that they predicted that by 2020, the proportion of pure online shopping will not exceed 20%, but far from what some agencies call 50%.

Chao Gang said, because there are varieties of online shopping restrictions, suitable for some standardized products, and many goods must be experienced under the line to know whether good or bad.

Secondly, buying is not equal to consumption. Most people want to get emotional communication and environmental experience in the process of buying and selling.

Once again, the online shopping market is seriously lack of norms. After the rapid growth period of the electricity supplier, to a certain extent, there is bound to be a more standardized process.

"Therefore, there will be limited space for the development of pure online commerce in the future. In the future, the truly forward-looking commercial retail mode is bound to be cross-border integration under online and offline.

。

And whether online or offline, the real competitiveness is the diversity of goods, no difference, even if it is O2O, it will not succeed.

Xie Rui, director of the scientific research department of Shanghai Institute of circulation economics, has been studying the pformation of retail industry for a long time.

It told the Morning Post reporter that in recent years, the sales growth rate of online brands has slowed down obviously. On the one hand, the cost of online promotion has gone up. On the other hand, the sales volume of online brands has increased rapidly after the offline brand "touches the net". To a certain extent, the market of the network brand has been squeezed, so the online brand is forced to seek entity store support under the line to enhance the consumer brand experience and service, and open up new customer groups.

For traditional department stores, it is a good practice to introduce famous Internet brand shops and create differentiation advantages in the face of many problems such as the impact of electric business and the serious homogenization of traditional stores.

Xie Rui said there will be two development trends in the pformation and upgrading of traditional department stores in the future: one is to develop towards high-end, experience and intelligence, and to enhance the quality of independent innovation and diversified services through the return to self employment. By speeding up the application of information technology to improve business efficiency, we will enhance the attractiveness of consumers through cultural leisure activities. One is to develop in the direction of all channels. The entity department store and electronic business platform will accelerate the development of deep integration with capital as the link, and truly realize the integration of resources under the line of resources and complement each other.

Therefore, at present, the traditional department stores must accelerate their pformation and upgrading of their own businesses. At the same time, they should also take an open mind to develop various forms of deep integration with the electronic commerce platform.