Department Stores Under Epidemic Situation Need To Be Transformed Into Two Lines Or The Only Way Out.

A sudden outbreak has hit the retail, catering, tourism and other service industries. There is a lot of sadness in the offline business. They have to face the torment of the soul: where do they go when they stay indoors? How to maintain the normal operation of the business and stop as much as possible?

In other words, the arrival of the no early warning has brought more profound thinking to the future development of all walks of life, and the department store industry is no exception. On the one hand, many businesses focus on online, online businesses only play a complementary role, and the business can not be carried out normally during the epidemic period, forcing them to pay more attention to online business, especially online and offline integration.

On the other hand, even farmers are starting to try the fashionable marketing method of live broadcasting with goods. These rural businesses far away from the Internet are keeping pace with the times. Those businesses who base their businesses on the business circle to radiate their surrounding users have no reason not to use the Internet, or even develop online businesses as the main force.

Under the epidemic, the department store industry is facing a crisis. Instead of waiting for the uncertainty of the epidemic to disperse again, it is better to take the initiative to find a new way out, not only to save him, but also to save himself and speed up the transformation of the Internet. Just like a coin has two sides, opportunities and challenges coexist, and the department stores that actively help themselves may turn the danger into a machine and regain the engine of growth.

　 Department stores face life and death choices

The epidemic affected the whole department store. Stores and shopping centers all over the country shortened business hours and even closed shop for epidemic prevention. Whether it is branding or small and medium-sized businesses, the offline business will inevitably fall into a low ebb.

Under the epidemic situation, there are more self-help chips for the brand owners who are not bad money and strong risk resistance. In contrast, small and medium businesses with weak strength and insufficient cash flow have only two ways in front of them: either lay off shop or transform to survive. The choice between life and death is just between one thought and the other is alive.

At the same time, enterprises with a sense of social responsibility have made contributions, and have voluntarily reduced rent and rent free to help businesses to overcome difficulties. For businesses, reducing rent and rent can reduce the burden in the short term, but it is only a throttle. After all, temporary solutions are not effective, and open source can help them see more than throttling, that is, how to find new sales opportunities in the predicament is the key.

Of course, the business effect caused by the epidemic is not only a pessimistic aspect, but also spawned many new outlets, such as online education, telecommuting, video games and so on. The electricity supplier has the tradition of not closing the Spring Festival. Especially during the special period of the epidemic, it has become the main choice for users to purchase. With the orderly resumption of production after the festival, the demand for online consumption is even more vigorous.

For small and medium-sized merchants who have not been selected, it is imperative to move the offline businesses to the online market. They can sell their goods flexibly and seize a life-saving straw. And the brands that have already touched the net can also take the opportunity to further strengthen online business and lead more small and medium businesses to join the tide of Internet transformation.

Give consideration to short-term emergency and long-term development

It is particularly important to cater for the needs of users when the online business is frustrated. During the epidemic period, online ordering and offline distribution have become the main way of consumption. Users can keep their original order even if they stay indoors. For all businesses, they called the N strategy of double line integration. This time, we must take a solid and solid approach and find a reliable platform to meet the diversified needs of users and transform the marketing mode that integrates online and offline.

Looking at the whole department store, the number of players who can play online and offline at the same time can hardly be counted. Apart from relying on Ali's intime department store, it seems that only Suning department stores are left.

Thanks to the landing of Suning's smart retail strategy, Suning has realized the integration of all channels and scenes in department stores, and has a department store on suning.com and other online platforms. The online terminal has Suning Plaza and Suning department store. Therefore, Suning has the ability to empower its own two line advantages to merchants. It promotes the transformation of department stores from traditional retail mode to O2O mode, and realizes supply chain transformation from two aspects of digitalization and experience.

At present, Suning department is more eye-catching in helping small and medium-sized businesses to bail out. In February 6th, Suning invited the offline department stores to enter the online suning.com platform, which attracted more than 30 thousand department store brands in a week. Among them, 2800 brands, such as fiery, Chiba and so on, took the lead in line, including sports shoes, jewelry, home textiles and other categories.

In fact, only by identifying the pain points of small and medium-sized businesses can we prescribe the right remedy. At the moment, they are desperate to live, and they must remove two obstacles to cash flow and inventory backups.

First, the cash flow, because sales plummeted, plus rent and wages to pay, small and medium-sized businesses originally healthy cash flow suddenly became tense, had to spend a penny in two flowers, trying to reduce all unnecessary expenses. If we can't get out of the state, we will have no time to take stock of the subsequent stock and expand the scale. The existing inventory pressure has been too strong for them to think about the future plan.

Besides inventory backlog, small and medium-sized businesses are not afraid of inventory, terrible is the inventory turnover period is too long, so that its capital turnover pressure increased sharply. It's hard to do anything without money. In order to break this situation, small and medium-sized businesses urgently need to open up sales, raise inventory turnover and achieve rapid return to blood. It is only through the difficult times that we are qualified to think about the future.

In the long run, small and medium businesses hope to obtain stable passenger flow and transactions, and further reduce the cost and efficiency. Therefore, I think an excellent platform should be able to save cash flow in the short term, increase revenue and reduce inventory in the medium term, promote customer efficiency in a long term, give consideration to short-term and urgent development of medium and small businesses and medium and long term development. This is their responsibility and helps them to be pragmatic.

Suning has become a lifeline for hundreds of goods?

At present, the Internet transformation of department stores is imminent. Which platform is the best choice? In my opinion, Suning is most likely to ease the pain on the line, leave the anxieties of cash flow and inventory backlog, and open up brand new opportunities.

Speaking of cash flow, Suning is full of sincerity in helping businesses to save money. It not only relieved the rents of -2 January 25th, but also cleared all the merchants who settled on suning.com platform for this year's platform fees, and only received low margin, low commission and low logistics costs. At the same time, Suning also provides support for supply chain finance, such as raising the amount of small loans and extending the repayment period, so as to enable merchants to "have food in their hands and not panic" and accumulate enough chips to deal with the crisis.

In addition to the backlog of stock and the closing of offline stores, traffic on Suning online has become a store for businesses to ease the pressure on inventory. They not only own suning.com App main station billion traffic entry, but also hold small programs, live broadcast, community, push customers and other marketing tools, all of which are tens of millions of traffic resources, so long as they operate properly, coupled with logistics and customer service, they can quickly open up sales. Merchants do not want to sell at all.

Up to now, the App platform and the small program end of the Suning Plaza online have collected thousands of quality merchandise from thousands of brand merchants, and every day, they maintain more than 2000 explosive products in real time. Since February, Suning Plaza App and small programs have made breakthroughs. In February 9th, they even increased by 560%, and the daily activity ratio increased by 168%.

To put it another way, even if you are a newcomer to a new net, Suning department will relieve worries by providing one-man service, including one-man one person service, online operation guidance training and 24 hour response support, so as to ensure that you learn and help the online business get on the right track at an early date.

It can be seen that during the epidemic period, Suning department store will become the main position of double line integration of merchants to help them recover quickly. Of course, Suning stores help merchants to tide over difficulties. It is not just by means of the import and export, that they give people less fish than to teach them to fish. The core is the ability of merchants, that is, the excellent resources of the platform and the mutual achievement of merchants. There are two main words:

First, scenario. In the era of smart retailing, retail scenes become ubiquitous and endless. In this case, it is particularly important to catch some particular hot scenes. Rather than Suning small program, live broadcast, community, push customers and so on, it is a marketing tool, rather than an accurate user scenario. Suning stores through the scene to provide users with richer scenes shopping experience, and businesses naturally benefit from it.

Two, supply chain. Under the traditional department store online mode, the online platform mode has not really penetrated into the commodity supply chain of department stores, while Suning Department has a distinct self-supporting gene. The mode of self run + affiliation can boost the supply chain reconstruction and transform the supply chain from two aspects of digitalization and experience. Through data collection and analysis, we can achieve precise insight into users, reduce inefficient and excess capacity, and transform the production, circulation and sales links of products, so as to provide users with richer and more textured products and services.

Many brands have begun to benefit. "Shops are closed, and what we worry about most is traffic and operation. On the one hand, there is no traffic flow. On the other hand, we do not operate online in traditional shopping centers. The online support policy pushed by Suning Plaza can really help us expand more channels. The manager of a fashion men's clothing calculated the expense. The store operation was generally difficult at the end of January, and with the focus on online operation and upgrading services in Suning Plaza, he soon saw a trend of growth in February. "Sales rose by more than 400% over the same period last year".

Of course, there is an early entry online, early experience of the whole scene of Suning, and multi industry help to achieve three-dimensional empowerment of Metersbonwe. In November 2018, it officially landed in Suning. In 2019, the two sides gradually found a sense of cooperation in the integration, community and live broadcast. In November 27th, they jointly created Metersbonwe's super product day, which created a total sales of 17 million 719 thousand and 400 yuan, and the amount of the previous year has been done one day. Suning has thus become the largest growth platform for Metersbonwe online. Next, the two sides will work together to make customized contributions and special contributions in commodity development.

In fact, the contribution of Suning's two line integration is not limited to the immediate help of businesses. After the end of the epidemic, the department store will return to the era of high popularity. The core advantages of Su Ningquan channel, the whole scene, the whole category and the whole guest group coverage will be more obvious. Whether it is exploring the mode of self employment + affiliation, creating diversified formats or developing experiential consumption, it will further tap the potential of consumption and improve the performance of the businesses.

　 epilogue

Under the circumstances of the epidemic, merchants collectively embraced the Internet and settled in Suning as a top priority because it started from offline sales and was a successful example of the Internet transformation. With the increasing strength, Suning can provide hard core support in three aspects of operation support, traffic support and service specific. This beautiful combination will help small and medium-sized businesses to recover. Restore vital energy.

There are indications that although the turning point of the epidemic is not yet clear, the turning point of department stores has arrived. Double line digital operation and continuous shopping center have become the new trend of the real economy transformation. At the moment, small and medium-sized businesses have come to the crossroads of fate. Instead of sitting in a sad city or lamenting alone, it is better to take the initiative to attack and save themselves for survival. Now, the 2800 brands have acted. What are you waiting for? ?