Under The Epidemic, It Is Difficult For The Mall To Resume Work To Sell Or Break The Market.

February 11th, during the epidemic, many shopping centers closed or shortened business hours, but consumer demand still existed. Therefore, in order to facilitate consumers and respond to the market impact brought by the epidemic, shopping malls have launched live direct mail, online direct purchase, group selling, and so on, so that consumers can "go shopping at home".

Recently, intime department store has invited nearly 1000 shopping guides to sell live goods at home, and has achieved no contact shopping with Taobao. According to the "business daily" understand, from the Lantern Festival (February 7th), Yintai department store shopping guide on Taobao live with goods. Yintai said that in terms of express delivery, Yintai and SF cooperate to provide customers with fast express service.

At present, Yintai and Taobao launched a shopping guide project at home, which has been supported by a large number of brands. Cosmetics, sports, clothing and other categories of businesses have expressed support, and even gave fans exclusive benefits. Estee Lauder, Ke Yan, Yue Mu yuan, IOPE, Nike, Fei Le, Taelan Kniss and other brands have taken the lead in joining the "shopping guide live broadcast" project.

In addition to Yintai, some department stores also began to explore online selling mode. According to the Changsha evening news, the major shopping malls in Changsha have also launched a new attempt in marketing such as live selling, online shopping and building sales. Among them, a brand shop kitchen room of friendship store attracted more than 2000 netizens to watch. The live broadcast lasted from 10 to 12 in February 9th, and the shopping guide was transformed into a shopping guide. It not only introduced the prices and characteristics of various kitchen utensils online, but also cooked and displayed in person, guiding you to place orders online.

In addition, statistics from friends group (Hunan local department store company) show that the number of visitors and the increase in the number of transactions between friends and brands of different brands are basically consistent with the time nodes of the outbreak, and the obvious trend of increase is before January 30th. Online sales increased by 150% over the Spring Festival.

According to the Beijing business daily, Beijing Vanke Peninsula Plaza, Beijing impression city, and Xidan Joy City and other shopping malls have opened online live platforms to seek diversified opportunities for real businesses during the epidemic.

In fact, traditional shopping centers explore online live broadcasting, which can solve business difficulties in a special period. On the other hand, with the continuous rise of electricity providers, online shopping or shopping mall has become a long-term exploration of the transformation of shopping centers.

Taking Yintai as an example, as early as last May, intime department store launched the "cloud cabinet elder sister plan" with Tmall Taobao. During the 6.18 period, 100 pilot shopping guides were sold, and Yintai invested 50 thousand first-line shopping guides through short videos and live broadcast, so that they could grow from ordinary "cabinet elder sister" to "new retail guide." Among them, the SK-II store of Hangzhou, Wulin store, Ma Ke, was the first to make live short live video broadcast in Taobao. Only one morning, her personal meow Street Sales ran up to 60 thousand, which was 6 times her usual sales on meow Street day.

In addition, at the cloud habitat conference in 2019, Yintai commercial CEO Daniel Chan announced that it would rebuild a Yintai department store in the next five years, create 100 new retail products with annual sales of tens of millions, and 50 thousand Yintai shopping guide transformed into "Li Jiaqi". Among them, it is an important content to build a "first-line shopping guide" that can "hear gunfire" into a "new retail guide with millions of years".

Yintai said that through direct seeding, intime department stores can link people to commodities and complete the purchase. In this mode, shopping guides can also serve customers remotely at home. After the transaction, they can get the sub Commission. Compared with the previous service only, the revenue of the shopping guide has also been improved.

From this point of view, the epidemic will become a "catalyst" for the evolution of retail. With the emergence, development and maturity of online live broadcast and community sales mode, the online or offline sales mode will be the way to break the physical retail industry in the future.