Looking At Yintai Network -- A New Online Shop Of Traditional Department Stores

Four modes of online shopping mall

Zhao Jiayi has been in touch with online shopping for six or seven years.

Although convenient and affordable, there are also difficulties: the quality of products is difficult to guarantee.

She said that there are mainly several types of online shopping centers, one is a comprehensive platform mall represented by Taobao, "rich, cheap, but a lot of fake and shoddy", and another comprehensive independent mall represented by Dangdang and Amazon.

The third one is the online brand mall, represented by Van Kee pin, and so on. "They belong to their own brand stores and do not sell other things"; the fourth is the Department Store represented by Yintai network, which belongs to the online department store, because the brand of the entity store is guaranteed by the quality of the goods.

Traditional department stores: the price advantage is not obvious.

At present, most of the traditional department stores in Beijing have opened online stores, such as Xidan, modern times, Jun Tai, etc., just selling things from the shopping mall to the Internet, and the prices are not cheap.

A contemporary commercial city official admits that the traditional department stores open shop only to develop new sales channels, hoping to find a new profit growth point. "Because there is no independent procurement and inventory, the price advantage of online stores is not obvious."

An expert from the China Electronic Commerce Research Center said that the traditional department stores such as Beijing Wangfujing, Shanghai Bailian and Guangzhou department store, which first tried online business, now do not seem to be successful in their online businesses.

Among them, the Xidan shopping center in 2001 set up the IGO5 love shopping website, to February 2010, the website has realized the profit, but the sales volume of millions of online stores is still less than 1 billion 200 million yuan per year.

It can be said that so far, no domestic department store has explored a more successful model.

Yintai net shop: new goods, low price, authentic products

At the end of last year, its registered users had exceeded 1 million in the past six months.

Zhao Jiayi found that there are various promotional activities in Yintai network, and 60% of new products have never appeared in the regular network business in China.

After comparison, it is found that the price of products on the Internet is much lower than that of physical department stores. "The same discount, the Internet can be cheaper 10%-20%."

Yintai network responsible person said, Yintai network is not a simple extension and copy of Yintai department store, but a large B2C e-commerce platform which is controlled by intime department store and focuses on boutique fashion department stores.

At present, there are more than 5 brands of clothing, bags, shoes and hats, accessories, cosmetics, jewelry, luxury goods and other more than 400 brands.

Most traditional department stores operate on e-commerce only at the stage of "entity purchasing". The ordering process is complex and customers wait for a long time.

Yintai net has its own logistics and warehousing system, which is the same as other traditional department stores.

At present, it can be delivered in 1-2 days in the first tier cities, and two or three days in 3-7 days.

At the same time, Yintai net sells new products.

The official said, "as a department store, we must sell the latest and the most fashionable things.

This is different from traditional e-commerce. "

New exploration

Let customers feel relieved by the advantage of department stores

Beijing City E-Commerce Association Secretary General Lin ya, compared with the traditional department stores, Yintai network is a relatively thorough e-commerce, but self built warehousing and logistics, self built distribution system, also organized a huge team, in investment, there will be relatively great pressure, from now on, may not be very cost-effective.

But in the future, it is worth it.

Because of the traditional department store brand endorsement, the traditional department store's reputation is endorsed, and its products will make users feel more secure.

At present, the development of e-commerce is very fast. The traditional department stores are looking for breakthrough points and cut in ways. But whether the Yintai network's mode will become a copy of the traditional department store's online sales channels remains to be seen.