Electricity Supplier PK Traditional Department Stores Seize The Mobile Terminal Market

Here world Clothing and shoes Xiaobian network to introduce the electricity supplier VS traditional department store: after integration, to seize the mobile terminal staged.

In 2009, Taobao began its promotional activities on singles day November 11th. The earliest starting point was to make a holiday belonging to Taobao mall, so that everyone can remember Taobao. Because "double eleven" is just in the middle of the traditional retail business eleven golden week and the Christmas promotion season, this is also when people buy winter clothes. 5 years later, "double eleven" has become an electricity supplier. consumption The synonym of the festival is not only a promotion of Tmall, Jingdong, Dangdang, etc., but also a certain impact on non online shoppers and real businesses.

Ma once said, "double eleven" is not the electricity supplier war, but the new economy, the new commercial to the traditional commercial war. In 2012, "double eleven", Tmall and Taobao created a total transaction volume of 19 billion 100 million yuan, in 2013, "double eleven", this record was refreshed to 36 billion 200 million. Last year, on the day of "double eleven", Henan people spent 1 billion 360 million yuan on Taobao and Tmall, ranking tenth in the country. This year, "double eleven", Alibaba Tmall transaction volume finally locked 57 billion 112 million yuan, the total package 278 million, mobile terminal accounted for 42.6%, there are 217 countries from the user transactions.

When the electricity supplier just started to rise, it seemed to be incompatible with traditional business. Public opinion also had the argument that "the electricity supplier will replace the traditional retail quickly". In the past few years, the development of the electricity supplier is really strong, but the traditional business is still stubborn and upright. In 2014, the two have begun to merge, and the commercial gene of the real business will become more and more concentrated.

Compared with last year, the traditional department stores, which are already familiar with the rules of electricity providers and clarified their strengths and weaknesses, have been transformed. Instead of forcing the traditional department store reform by electronic business operators, the department stores in the bottleneck stage need such baptism. No matter how changeable the business mode is, the continuous development of technology and commodities is a good thing for consumers with increasing consumer demand. In the era of experiential consumption, goods are more than three, one more choice means more life experience and wonderful.

　　 2014: electricity supplier momentum is still fierce, department store industry reform tide

In 2012, the department stores in China encountered the largest scale of business in history. In 2013, the cold wave of the whole industry continued to spread, and many traditional department stores opened the road of transformation. In the 2013 China department store performance list, a total of 4 entity businesses were selected in our province.

1. Zhengzhou Denis department store people's shop: 2 billion 860 million yuan, compared with the 2 billion 800 million yuan in 2012 increased by 60 million yuan, compared with the previous two years, the growth rate slowed down; 2., the Zhengzhou department store Huayuan Road shop: 1 billion 600 million yuan, an increase of 100 million yuan compared with the 1 billion 500 million yuan in 2012 sales; 3. Zhengzhou, Huayuan Road New Mart Mart store: 1 billion 500 million yuan, compared with the 1 billion 200 million yuan in 2012, a substantial increase of sales of nearly 1 billion 200 million yuan, 2014, according to the needs of consumers, continue to expand the experience of formats, create a pan shopping center mode; Wangfujing department store Luoyang: Yuan Yuan, compared with the 2012 yuan, a slight increase.

However, these data are somewhat inferior to the regional data created by the major electricity suppliers in the "double eleven" day. This year is destined to be a year worth remembering in the domestic electricity supplier industry. After Jingdong and Alibaba have been listed, 9 of the top ten of the domestic B2C industry are listed companies (except Shop No. 1).

But it is inevitable that all the difficulties will be attributed to the "electricity supplier". The traditional department store has been developing for 20 years since the last century's self marketing to the current joint operation and marketing. The performance of the whole industry is that the service level has not been raised much. Although the commodities are rich, but the homogenization is serious, the brand names are different, but the category is similar, so the impact of the electricity supplier is actually the time when the development of the business itself has come to the reform. It is also a matter of the fact that the development of the traditional department of goods and equipment is similar to that of the 90s.

Transformation of department stores: innovation and breakthroughs are key.

From the point of view of Maslow's theory, whether e-commerce or traditional department stores are mainly satisfied with the material needs of consumers to "buy things". At present, traditional shopping malls are not only restricted by the price constraint, but also have a more powerful function, a stronger sense of space experience and a more complete shopping center. Electronic commerce products are also complete but cheaper. With the advent of the era of experience economy, shopping centers took the place of department stores in the minds of consumers in less than 5 years. Therefore, the managers of department stores are trying to figure out how to get the market share back.

Denis, general manager of department store, general merchandise department of Denis, said: "because of the impact of double eleven in recent years, we are all concerned about whether the electricity supplier will replace the traditional retail business. In fact, this is impossible. Our department stores will cater to changes in the market, adjust their business in a timely manner, increase the format that some electricity providers can't replace, and avoid the impact of the electricity supplier. There is still a certain gap between China's department stores and Japan, Europe and the United States. The department stores should pay attention to the enhancement of commodity mix, the enhancement of service consciousness and the maintenance of VIP customers, so that we can have our own tomorrow.

Liu Yongsong said, "first, department stores must do well in goods and services. The embodiment of goods in department stores is brand. Department stores must make categories, offer all the good brands of the same category to customers and let customers choose, which is incomparable to shopping centers; and only department stores can interact with VIP customers. Secondly, department stores must be experiential, which does not mean that department stores should abandon the essence of commodities, but only to compress some products that are more affected by electricity providers, such as household appliances and bed products, and then do some commercialized and interactive catering and leisure products. Finally, we should also use new media to enhance interaction with customers, attract customers to stores, enhance communication and experience with customers, and attract younger customers.

Chen Sanqiang, general manager of Baisheng Commercial Development Co., Ltd., Zhengzhou branch, said that the transformation of department stores is to maintain property and reduce rent costs. The two is to introduce private brands and independent brands, to achieve brand differentiation and expand profit margins; and three, to explore business models continuously.

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　 Unwilling to become a "fitting room", shopping malls have stepped up sales promotion efforts.

The physical industry "touches the net". Department store What is the future of self operated e-commerce?

In Japan, Korea, the United States and other countries, the traditional department store industry has already tried to sell water online. In China, more and more local department stores have begun to "touch the net". In June 2009, Guang Bai shares began to study and try to get involved in online shopping. In April 2011, a special e-commerce company was set up to operate the 100 hundred online shopping mall "hundred hundred purchase network". In July 2011, Guangzhou friendship's online store friendship network Tesco low key test water. Other department stores in China have also made diversified and full channel development adjustments. Intime department store and Alibaba jointly established a logistics platform "rookie network", vigorously integrate online and offline businesses, cooperate with Tmall O2O, and cooperate with Alipay to provide Alipay services in the physical store. Its Tmall online store realized sales income of 37 million 40 thousand yuan in 2013. As a leader of the northern department store, Wangfujing department store has implemented the online and offline integration strategy since 2013, and reached a cooperation with WeChat in February this year.

In such a big environment, the central retail industry "touch net" is also the trend of the times. As early as 2012, Denis group said it could not exclude the feasibility of online and offline sales at the same time. In November 8th of this year, DAC group's new concept of mobile e-commerce platform - Tian dog network was formally launched. According to Liu Sijun, the director of the big business group, the director of the tin dog network, for consumers, based on the rich format and commodity resources of DAC, consumers can display massive authentic products and promotional activities at the mobile terminals, and satisfy consumers' 24 hours shopping demand through online payment and city logistics. For brand suppliers, based on the big data system of big business group members, TKC can provide the most complete and effective channel marketing plan, bid farewell to low price, promote new products, smart goods distribution, online and offline linkage, attract more passengers, tap potential customers, and quickly increase sales scale and brand influence.

The biggest advantage of online shopping is the price. Preferential sales promotion is undoubtedly the most powerful weapon for traditional department stores to deal with the shock wave of electric providers. The reporter noted that before the double eleven, the department stores in Zhengzhou's major shopping malls had made great efforts to promote sales. With the help of the "Shopping Festival", such as discount and full sales reduction, and so on, the shopping mall, which was lit up by the electricity supplier, even played the slogan of "shopping, why do we wait until double 11, 50 percent off explosions"?

Quality assurance has always been the advantage of real business. According to the China Consumers' Association, many online shopping centers now have "differential supply" phenomenon. Many manufacturers, in order to cater for the electricity price strategy, will provide special "low cost" products for the electronic business, and these products even exist in the phenomenon of Jerry building and shoddy. Insiders say that this phenomenon has existed for a long time. Clothing, home appliances and other industries all have such a phenomenon. There are differences between the goods purchased on the Internet and the physical stores. Therefore, when the price advantage is gone, the competitiveness of the electricity supplier will be greatly reduced.

Big business group at the end of 10, a large scale letting shop, undoubtedly released a lot of early purchasing power. In October 26th, the 6th anniversary shop of the new Zhengzhou Mart store was nearly 200 million, and November was the "shopping month" of Denis's department store in Zhengzhou. This year, Denis's "shop anniversary" started warming up for promotional activities a month earlier.

Seize the mobile terminal, everything is just beginning.

In the future, there are not only shops and PC terminals, but also the battle for mobile phone terminals.

In 2013, the scale of mobile Internet users in China reached 500 million, and the market scale reached 106 billion 30 million yuan, an increase of 81.2% over the same period last year. It is estimated that the scale of mobile Internet market will continue to grow rapidly in 2015~2020. Therefore, snatching the mobile Internet business opportunities will become the common focus of e-commerce enterprises and entity retailers.

In the era of PC shopping, physical retail enterprises failed to seize the initiative, but in the mobile Internet era, most electricity providers have yet to find effective business models in the field of mobile Internet.

In November 11th this year, zero point one times, the entire Ali retail platform immediately went into a frenzy. In just 75 seconds, the mobile terminal business volume was over 100 million, compared with 4 minutes and 10 seconds last year, the total number of mobile terminals increased by more than 3 times. Double 11 starts 38 minutes, Tmall's transaction volume rushed to 10 billion, of which wireless accounted for 45.5%. According to Tmall's official statistics, this year's mobile terminal growth can be said to be an explosive blowout. At different time points, the total number of wireless terminals in the total transaction volume is above 70%, while in Alibaba Tmall's "double eleven" total transaction volume of 57 billion 112 million yuan, mobile terminals account for 42.6%. This data also shows that the mobile terminal has become the mainstream channel of PC business. Reporters who participated in the "double eleven" rush to buy friends also said that mobile phone mobile terminal experience is much better than the PC terminal, "simple process, fast response.