Double Eleven Stores Who Are In Double Line Integration, Who Is "Perfunctory"?

"The future of retail will not survive if we do not catch the line", "new retail is the joy of online and offline" and "there is no future under the line". These are Ma Yun's remarks in public speaking about offline, about new retail, and about cooperation with Suning.

These ideas are all centered around the core of the importance of seeing the entity.

In fact, since Ma Yun put forward the concept of "new retail", Internet giants have launched large-scale layout online.

Behind all this is the saturation of online traffic.

For a simple example, since the launch of the first double eleven Shopping Festival in 2009, the sales volume of Alibaba's platform has been increasing year by year, and it has exceeded 100 billion yuan for the first time in 2016. However, with the continuous growth of the base, in recent years, the growth rate of double eleven sales of Ali platform has been slowing down.

Therefore, the major retail enterprises have invested a lot of resources in the recent years, in order to achieve double line linkage and even double line integration to drive the growth of enterprises' performance through online feed line.

However, it is not easy for retail enterprises to achieve double line integration. It requires enterprises to integrate in many ways such as channel building, personnel scheduling, product scheduling and technical support. Different enterprises will have different behavior patterns and different effects in different situations.

Accordingly, on the day before "double eleven" Shopping Festival in November 10th, we visited the major business circles in Shenzhen.

Listed company stores, through grassroots research to explore the dual line integration behind the retail business of public ecology, who can become the real winner of the two line fusion.

Gao Leng faction players: maintenance of the next line stores high "forced grid"

In a "gluttonous feast" of shopping for all, I believe that no businessman does not want to take the opportunity to make a profit, but there is no one who does not like to join in the fun.

For example, in recent years, Anta's (02020) sub brand FILA is very popular.

FILA salesperson told Zhitong finance that their store was offline flagship store, and the store did not take part in the activities.

The products sold are all new products. Some new products can only be purchased offline.

However, although offline stores do not participate in the double 10 activities, they can still enjoy two pieces of 15% off discount.

FILA is Anta's main and high-end market sport.

Brand, for high-end brands, it is a common practice to maintain brand image without discount or discount.

However, although some brands do not have "high-end" labels, they still maintain a "high cold" attitude in participating in the double 10 activities, such as Semir clothing (002563.SZ).

In order to prepare for this year's double eleven, Semir apparel began to increase its inventory in the three quarter.

However, according to the APP survey conducted by Zhitong finance and economics, Semir entity store is not involved in the activities of the double ten.

Their firepower is focused on online sales.

Semir has adopted a similar sales approach this year, namely "1 minutes to send 1 iPhone XS".

In addition, there are also the first hours to fold up and then discounted activities.

Linkage players: no channel discrimination

A Anta Anta line flagship store clerk, Anta line stores, mainly new products, a discount of 10 percent off, 2 pieces of 15% off, some of the merchandise discount to 35% off, the shop assistant said, offline stores and online flagship store double eleven activity discount is the same, but online activities have exclusive coupons equivalent to additional concessions.

Apart from individual brands, garment enterprises take part in the activities of double 10 and do not engage in channel discrimination as the mainstream.

For example, Lining (02331), a salesperson, said that the products sold under the company's online and offline sales were the same, and did not sell specific products in specific channels, while the discount rate of double eleven was also synchronized online and offline.

Conservative players: online is still the main battleground.

Of course, there is the "rule of thumb" involved in the double 10 activities, there is the difference between the online and offline treatment.

For example, 002269.SZ, although the online and offline activities are involved, the preferential rules for different channels are not consistent.

Zhitong financial and APP research found that the discount strength of the U.S. barrack shop is "4 full discount 8.8-7 discount". On the front page of Metersbonwe flagship store, it shows a discount of 7.5-6 discount of 400-1000 yuan, and in addition, there is a discount in the flagship store on the Internet.

In this regard, Zhitong finance found 4 online and offline clothing prices comparison, found that after calculating the discount, the price of the entity store is 452.5 yuan, while the online flagship store price is only 304.2 yuan.

Compare with the home of Hai Lan, a store in Hai Lan's home found that the "Hai family" brand of Hai Lan's home sold last year's old costumes at 60 percent off of the price, and the discount store had a larger discount space of eleven, such as "100 yuan, 3 pieces", "70 percent off" and so on.

On line, in addition to full scale activities, at the zero point of November 11th, the top 1000 consumers who paid a full 600 yuan can get a high-end HUAWEI mobile phone. In addition, Hai Lan home has joined the most popular "Koi" activity in the near future.

Double eleven in 2017, Hai Lan's home sales brand was the fastest selling brand, and its sales volume was up to 400 million yuan on that day.

The top results in sales.

Fusion player: true double line integration is the hard truth.

Through this survey, most garment enterprises take part in the activities of double ten, and stay in the state of double line linkage, that is, participation in preferential activities under the online and offline businesses.

However, the boundary between the two channels under the line has not really broken, that is, no real integration has been achieved.

For example, if you enter a store, you will ask the salesperson if the goods in the store support the online shop. The answer is basically negative.

The brand of UNIQLO is one of the few brands that can be placed online.

According to the sales staff of UNIQLO, customers can purchase goods with "store self tagged" in UNIQLO Tmall flagship store, select the nearest pick up store according to the prompts, and submit the order to complete the payment (without freight). After placing the order, they will receive the "pick up certificate" message. When the store is ready to complete the goods, they will receive another short message "stock up", and then pick up the goods at the selected store. When they arrive at the store, they will show the "pick up receipt" message to the shop assistant to complete the delivery.

In addition to UNIQLO, Jiangnan Buyi (03306) does not support the store itself, but according to the sales staff, Jiangnan cloth clothes support online order, offline stores near the delivery, so that it can greatly shorten the time of consumers and other fast parcels.

On the whole, in the tenth years of the double eleven Shopping Festival, the major retail enterprises are bound to rivet their strength to make the day's sales go up to a new high.

But in the long run, double line linkage is equivalent to a test, who can take the lead in the examination of high score, who will grow more solid.