Experiential Format As A Competitive Tool For Traditional Retail Enterprises

Data show that in the first half of this year, the main retail enterprises closed 120 in China, of which 25 were department stores and 95 were supermarkets.

Poor performance and strategic structural adjustment are the main reasons for the closure of retail businesses.

Under the condition of slow growth or even loss, the expansion of online channels has become one of the directions of retail pformation.

Retail giants represented by supermarket giants have tried water business, spreading competition from offline to online.

The major supermarket giants have built their own e-commerce platforms, and some have also launched the mobile terminal APP.

WAL-MART's wholly owned 1 shop has launched APP's "quick purchase", which has landed in three cities in Shenzhen, Guangzhou and Dongguan. Huarun has launched an e-commerce platform "e million" to push its cross-border e-commerce channel, and the "flying bull network" of Da Yun FA is moving towards the direction of professional e-commerce platform; Yong Wang has also launched a APP offering discount sales information to its members.

And high-end cosmetics brands have also launched the online test of water.

According to media reports, Chanel's online test of water jewelry and glasses series has achieved good sales results, and intends to continue to expand in the future.

Don't bother to sell handbags.

COACH also returned to Tmall in September this year, and Burberry, Cartire boutiques, etc. also appeared in the electronic business platform.

In addition, Estee Lauder, CLARINS and L'OREAL have opened official flagship stores in Tmall and other e-commerce platforms, and strive to jointly develop online and offline.

Compared with shopping centers, traditional and single department store days are more difficult.

At the end of October and early November, Wanda Department Store in Panyu, Guangzhou was shut down and withdrawn from the market. Instead, it will introduce brand integrated stores and experiential formats.

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Increasing the proportion of experience formats has become a consensus in the pformation of many department stores.

There are also luxury brands and imported cosmetics brands.

The price cut this year does not seem to change the decadence of luxury brands in China.

Following the closure of Hongkong flagship store by Coach and TAG Heuer this year, LVMH Vuitton, the world's largest luxury group, also closed its store in Libai square in Guangzhou on November.

Industry experts believe that some luxury brands are planning to shift the focus of their business from China.

Luxury brands are also trying new sales channels and sales methods, hoping to get more and more smart Chinese consumers.

Shopping centers have increased catering, entertainment and other experience formats. Fast fashion restaurants, children's playgrounds and other shopping centers have gradually become the standard of shopping centers.

Take the good Plaza as an example, on the basis of many dining, cultural, artistic, recreational and other physical examination formats, the new interpretation theatre and oceanarium also met with you recently.

The shopping centres such as Wan Ling Hui, Yue Feng Plaza and sun Xintiandi have also consciously increased the proportion of experience formats, including increasing food and beverage ratio, promoting interactive activities under the line, introducing music resources and so on, so that customers can enjoy the online shopping experience that can not be touched.