Online Shopping Is Pressing &Nbsp; Department Stores Are Experiencing Low Price Shocks.

After the "double 11" promotion, Taobao launched yesterday's "double 12" promotion, only 10 minutes, and sales exceeded 100 million yuan, stirring up the retail market at the end of the year.

Jingdong mall and other electricity providers have launched year-end promotions.

Under the strong impact of online shopping, physical retailers are forced to start big promotions ahead of time, and work hard on their strength.

After the "double 11" promotion, Taobao launched yesterday's "double 12".

The impact is not just physical retailers, but also some brands are redistributing on product lines, prices and channels.

Fighting at low prices

In the past and the end of the year, it was the world of department stores and shopping centers. The slogans of 200, 100, and 300 gifts were flying everywhere.

This year, the major department stores began to promote various names in advance, and the intensity was even higher than in previous years.

Pacific Department Store launched its year-end promotions in the name of celebrations last month, while three of a plaza on Nanjing East Road folded up its sales dress, and used all kinds of techniques, such as tickets and motorcycle prizes.

But yesterday, several shopping malls were visited, and shopping attractions were far less than the craziness of online shopping.

Taobao launched yesterday's "double 12" promotion. Many buyers stayed at the edge of the computer from the 11 night and grabbed the goods immediately after 12 days.

In only 10 minutes, the total sales volume has exceeded 100 million yuan.

Among them, 70 seconds, 50 bottles of flying Moutai sold empty; one minute, 300 Clinique butter sold out; 5 minutes, 7 LV bags sold out; 8 minutes, 300 gold bars sold; 10 minutes, Juhuasuan traded about 5000000, women's shoes reached 2 million.

When our correspondent went to Taobao again yesterday afternoon, many clothes and cosmetics were broken or sold out.

Price is the biggest weapon for online shopping.

Reporters noted that Taobao, Jingdong mall discount far more than the physical shopping malls.

Taobao's "double 12" promotion shows that 50 percent off is hardly the lowest discount. Many clothes even have 91% off or 1~2 discount, which still has a great advantage compared with the lowest 3~5 discount rate of shopping malls.

As far as the absolute price is concerned, the low price of some products of Taobao can even be comparable to the duty-free shop, such as a "Estee Lauder" red pomegranate series cleanser, 200 yuan retail price in department stores, 165 yuan in Sanya duty-free shop, and only 160 yuan sold in Taobao sales promotion.

"Department stores are much more promotional than earlier years, which are related to the impact of online shopping.

Walking in the large office buildings, everywhere Jingdong mall's low-priced online shopping ads, subway station No. 1 shop's virtual shopping platform has been launched, all of which have given substantial pressure to physical retailers.

Taobao's low price promotion has made physical stores feel the power of online shopping.

Lian Fu, a financial consumer analyst at Shi Fu, pointed out.

Taobao revealed that, at 12 o'clock, in the first minute, Taobao also had 2 million 700 thousand online users. In 10 minutes, Taobao made 510 thousand pactions, and the paction volume exceeded 100 million. In one hour, the turnover reached 475 million, and 2 million 780 thousand pactions were achieved.

These figures may not be enough for physical retailers.

In the past year, the annual sales promotion was taken as an example. As the No. 1 shop owner of the single store sales in Shanghai market, the turnover of the 2 day holiday was over 380 million yuan.

But Taobao went beyond 1 hours.

Supply to electricity supplier tilt

In yesterday's Taobao "double 12" sales promotion, the reporter noted that many products are the hot selling brands of physical department stores, such as Ochirly women's clothing, Clinique, Estee Lauder and so on.

For brands, how can they be allocated? If the price of online shopping is so low, where is the profit margin?

"Although online shopping has a price advantage, the brand associations give different products according to the location of the physical shops and online stores. For example, the styles that customers can see in our department stores are not available in the online stores. A brand will have different series, several of which are exclusively for our stores, while the younger and cheaper series are exclusively for online stores."

A department store operator told reporters.

In addition to differentiating products from different products, the trend of interest is making brand dealers adjust their relationship with the shop and shop.

The low price promotion of online stores can increase the turnover of sellers in the short run.

For example, yesterday's "double 12" promotion, 2 hours and 36 minutes, Taobao women's clothing category sales exceeded 100 million, of which ACA 2 hours turnover exceeded 10 million.

This allows more sellers to attach great importance to network channels.

A seller of a Taobao brand in Shanghai suffered a blackout yesterday.

The cosmetics store shopkeeper Chen Chen revealed that, in order to "double 12" buy two diesel generators, plus 2 barrels of diesel oil, the daily wage of 2000 yuan high price to find an electrician to generate electricity.

Less than 9 o'clock yesterday morning, the sales volume of the store has exceeded one million.

"I am a hosiery industry. Our sales path is divided into traditional and new channels. Traditionally, stores, supermarkets, department stores, shopping centers and so on. The new channels are network and even TV shopping.

Traditional channels require entrance fees, labor, rents and so on. I have calculated that if I rent a small counter in the mall, the daily turnover will need more than 500 yuan to ensure that this is a great pressure for the hosiery industry.

However, online shops do not need to consider too much pressure, especially in online shopping promotions, sales have risen sharply.

At the same time, we are also measuring the cost of chain stores. If online stores and other paths are effective, we will consider leaving some of the traditional supermarkets.

Mr. Shen, a stocking practitioner, revealed.

"Internet promotion is only a superficial phenomenon, but it can reflect that the brand balance is tilting towards new channels such as online shopping. Entities should consider the experience and differentiation of entity stores.

Of course, Taobao's big sales promotion will not happen frequently, and the physical store will still have survival value.

Lian Po pointed out.

Consumers also pointed out that the promotion of Taobao and other electricity providers is not perfect, for example, only a small proportion of some commodities are promoted, and seconds are not enough.

And some small businesses are already selling at a low price on weekdays. The discount of "double 12" is not as big as expected.

So there is still a chance to go to the physical store to pick up goods that have not been stolen from the shop.