IBM And Wangfujing Jointly Build The Core B2C Electronic Platform.

With the development of the wind and water, the powerful department stores have already been unable to bear the pressure. Intime department store, Wuhan Zhong Bai group, Shuang an shopping center and Bailian Group have been stationed in the network army, but unfortunately, no department store has become a successful example, and set up an example for the successful operation of e-commerce in the industry.

Most of the traditional retail businesses doing business are passively embarrassed. In June 18th, Wangfujing department store announced at the 2012 Investment Promotion Conference that it plans to invest 100 million yuan to build a complete online business service system including official website of Wangfujing department store, mobile mall, backstage business management system, storage and logistics center, customer Service Center, etc. the location of the website is fashion and boutique B2C shopping website.

In May, the newest partner of Wangfujing department store's electronic business platform was confirmed to be IBM. It will help Wangfujing department store build an e-business platform with WebSphereCommerce as its core, according to plan IBM.

"Touch net" has the advantage not to spell the price to spell the service.

"In fact, Wangfujing has already touched the net, but its annual sales are relatively small. Now it belongs to the expansion of investment."

Fan Yanru, Deputy Secretary General of China general merchandise business association, said.

It was the first batch of old retail enterprises who began to try e-commerce. Since 2007, they began to set foot in the online shopping mall, which was also known as the "national team".

In 2007, Wangfujing began to operate in a very small business environment, and its online shopping business covered double security shopping malls, Wangfujing in Guangzhou, and Wangfujing in Changsha.

Now we can see that the online shopping mall of Wangfujing department store is still a separate project based on the three "double online shopping mall", "Changsha Wangfujing" and "Guangzhou Wangfujing".

However, under the existing business mode, the reality of shopping malls is only the role of "landlord", which depends on rent and sales to survive.

Compared with network operators, most department stores rely on physical store resources for commodity sales, and there are short boards in the supporting links of their logistics businesses.

Subsequently, the Ministry of Commerce's "opinions on accelerating the development of e-commerce in the circulation sector" issued in December 2009 clearly defined the scope of policy support for large state-owned circulation enterprises. Although the "opinion" did not point out specific supporting objects at that time, in February 2010, the Ministry of Commerce voluntarily disclosed three old business circulation enterprises, namely, Beijing Wangfujing, Wuhan Zhong Bai and Shanghai Bailian, which are the "traditional enterprises" that the state will soon increase its strength to support.

In September 2011, the headquarters of Wangfujing department store set up an e-commerce center, and invested in the establishment of a subsidiary company, Beijing net Shang electronic commerce limited liability company.

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In October 2011, the Wangfujing department store's e-commerce project was signed and settled in Tongzhou new town business park, Beijing. It is estimated that the total tax revenue from 2012 to 2016 will not be less than 97 million 470 thousand yuan.

Where does Wangfujing's department store's confidence come from? For the online shopping market, Zheng Wanhe, chairman of Wangfujing department store, thinks that e-commerce in the department store will not burn money like some B2C e-commerce websites, and will not do a losing business.

At present, the development of China's electronic commerce is irrational and impetuous. It is hoped that China's electricity providers can find ways of operation that are beneficial to consumers, enterprises themselves and investors. The potential of online shopping market is huge, and Wangfujing department stores do not fight price war.

"At present, few domestic shopping websites are profitable."

Liu Bing, President of Wangfujing department store, said that as an entity department store, although Wangfujing department store is optimistic about the domestic e-commerce market, it will never adopt the way of "burning money" to fight price war, but will attract consumers by product quality and service.

She believes that the current price war between domestic electricity suppliers below the cost price has violated the Anti Unfair Competition Act, which is not conducive to the healthy development of the department store industry.

In addition, for many department stores like Wangfujing department store, the accumulated goodwill over the years will be a great advantage for them.

For shopping websites, the quality and authenticity of goods have been restricting their development.

The Wangfujing department store has established the golden brand of customers' trust, which can provide guarantee for the quality of goods.

As a large sales group that has 19 stores with annual sales and 12 billion annual sales and has its own main stores in 14 cities throughout the country, Wangfujing has its own advantages through decades of insight and rich experience in the business retail industry.

Liu Changxin, the director of information of Beijing Wangfujing department store group, said Wangfujing department stores must change the management concept in the process of the real retail business that has been done before, and the service of operating goods to information and network management. "I think the information service should be managed as a commodity after the information service."

Throughout the whole process of operation, the content of information service must be run through the whole process of shopping.

It should be perfected before the sale, after sale and after sale.

Wangfujing department store has been involved in the online shopping mall since 2007. Although it was only operated as a pilot store, its turnover was not enough to be a performance. However, in recent years, it has basically maintained an increase of 50%, and the overall expectation is a long-term growth trend.

Resource advantages can hardly conceal the shortcomings of department stores.

In fact, when department stores enter e-commerce, Wangfujing department stores are not the first ones.

Beijing's large department stores have already upgraded online e-commerce platforms, such as new world department store online shopping mall, Xidan shopping mall IGO5 shopping mall, Beijing urban and rural online shopping mall, intime department store chain online shopping center, but their net experience is not so smooth.

Traditional department stores have obvious advantages in e-commerce. On the one hand, they have suppliers' resources, and have many years of accumulated brand advantage and retail management experience.

But because of the lack of professional business operators, the traditional retail industry is still the main force.

The profit model of online shopping mall is totally different from that of physical stores, especially for commodity selection, logistics distribution, network marketing and so on, which are suitable for network sales.

On the other hand, price positioning is the most tangled point of traditional retail enterprises in developing online retailing.

If the price on the line is the same, it will not be competitive on the Internet. If the price of the Internet is competitive, the price must be lower than the line.

Hong Tao, a professor at Beijing Technology and Business University, said that instead of building an effective integration of the website and the entity store, it formed a mutually contradictory relationship, and the price of the Internet was cheaper, which would impact the operation of the entity store.

And this is like "right hand to hand fight", which will make retailers face the dual pressure of price system and suppliers.

In addition, department stores failed to find a better way to promote e-commerce business, which is also one of the thorny problems that plagued their website.

At present, the mode of cooperation between department stores and branding is mainly joint operation, and the two sides are divided into departments. Department stores only offer counters, and do not spend much time in sales. This mode is quite favorable for department stores.

And the department store's online shopping mall also continues to use this model.

But for the department store's online business, branding does not have a strong willingness to cooperate.

The industry further explained: "online shopping mall is like a new branch store in the remote location. There is no popularity, and brands are naturally reluctant to enter.

Song Lin, an associate professor at the school of economics and finance of Xi'an Jiao Tong University, thinks that the online shopping mall of large department stores is more symbolic.

Despite the rapid development of online shopping, the Internet can not completely replace physical stores.

Because retailers' involvement in online shopping centers is mainly determined by the current profit pattern and strategic positioning of retailers, and the profit pattern of online shopping centers and their companies is conflicting at present. The profit of shopping malls depends mainly on the sales of the points and suppliers' counters.

The strategic positioning of suppliers in retail stores is generally difficult to re-use e-commerce mode marketing, because this will create price discrimination, and impact on the sales of its stores.

On the one hand, the defects of the department store industry entering the electronic commerce market, and the grope for the business mode, on the other hand, the development of e-commerce is in a state of flux. The speed of development is much higher than that of the total retail sales of consumer goods, and it also has a huge impact on the traditional retail market.

However, in the current B2C field, Internet companies occupy a major share, while traditional retail department stores have not played an important role in the 20 online retailers in China.

Chu Xiuqi, President of the China general merchandise business association, said that the increasingly fierce online shopping wind has made traditional retailers feel a lot of pressure, making shopping malls as fitting rooms and experience galleries.

In order to get rid of the fate of the fitting room, the mall must resolutely "touch the net", open up e-commerce, create air department stores, and develop a new network sales market mode and profit platform.

This is a challenge and an opportunity for the traditional department store industry.

Voice of micro-blog

@ fashion CIO Club: department stores enter the electricity business to advocate "three streams": logistics, cash flow, information flow, traditional department stores generally only cash flow familiar, the other 2 aspects have no advantage.

When there are only ten odd or dozens of orders per day, the supply chain based on physical stores can still be used, but for thousands of orders per day, or even tens of thousands of orders per day, the store can not meet the needs of delivery, so the department store must be prepared.

@HarryInc: the traditional department store has rarely been successful. The so-called foreign monks will chant scriptures, and the people outside the industry do not have so many rules and regulations.

@ micro-blog official micro-blog: data show that at present, two hundred million people in China have experienced online shopping, and the era of "home consumption" has arrived.

Online shopping is triggering a shift in consumption patterns, and the traditional department store has a tendency to touch the net.

Intime department store expanded its stores in large scale while running two legs on the Internet. After 82 days, the daily orders were over ten thousand.

@ Feng Mao Xue Bo: Guangzhou, with the name of the Millennium commercial capital, ushered in the eruption of the combination of tradition and new trend.

When friendship stores, Guang Bai and other department stores have their own online shopping centers, when you buy things, you will go to the physical department stores or department stores online shopping mall.

@Hi Dai Hao: what will happen when the department stores are touching the net? It is almost the same as the group buying network, and the logistics is very sad.

@ Chen Ling - traditional enterprise electric business: once with a lot of department store operation main channel, actually they know that the crisis is coming, but at present most Chinese department stores are commercial real estate mode instead of buying system. Their advantages are mostly based on geographical location rather than commodity, which makes them unable to find advantages when touching the net. Many department stores began to do business in 2005, but few of them did.

@Mai126 Security Online Shopping: the size of China's online shopping users is growing rapidly, the annual growth rate of online shopping market is as high as 56%, and more and more manufacturing enterprises and commercial enterprises "touch the net".

The change of consumption habits has made the traditional commercial pattern fission. The development of traditional department stores and shopping mall business models has entered the downward development cycle. The proportion of e-commerce in social retail consumption has been increasing year by year. @ Jin Rong Ge FS: well known department stores make electricity suppliers a direction, but as for how to promote brand effect, expand sales and logistics problems, it is an important course.

@ the blue lotus nest: the electricity supplier is different from the traditional department store, taking into account the interests of the company, not just its own interests.

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Department store events

In 1998, with its rich experience in the field of enterprise information, Xidan shopping mall began to try to launch online shopping and set up an online shopping center of Xidan shopping arcade.

This is the first online shopping of large state-owned commercial retail enterprises in Beijing. It is also one of the earliest enterprises to start online shopping in the whole country.

In 2000, IGO5, which represents the new shopping mall in Xidan, was formally launched.

In June 2009, after 3 months of Web site construction, the new IGO5 website was formally launched, and the old e-business system that had been used for nearly 8 years was at the end of the day. Meanwhile, the "mouse + cement" business model of Xidan shopping mall IGO5 website was formally established.

According to the director of Xidan IGO5 online mall, IGO5 online shopping center was upgraded in December last year.

In April 2000, Wuhan Zhong Bai group founded the 100 electronic commerce network. This is also the first large-scale online shopping mall in Wuhan to start with B2C business.

In September 25, 2006, one of the stores under the Wangfujing department store was officially opened.

In December 2006, Bailian Group founded the Agel Ecommerce Ltd on the basis of e-commerce. Its business is mainly carried out through online trading platform, which is called "Bailian E city".

In September 23, 2008, the contemporary online shopping mall was completed and opened to trial on the occasion of the 13th anniversary anniversary of the Shang Cheng mall.

In 2010, May 15th, the electronic shopping platform of Yintai Department of the chain store group, Yintai Hui, was launched on the first hand.

More than 200 brands and more than 100000 single items, including bags, shoes and hats, accessories, cosmetics, jewelry and luxury goods, were officially launched in September.

In November 2011, Seth Group official online mall Seth spring quietly launched.

Its products are mainly located in the high-end market.

Taking women's clothing as an example, the price ranges from 600 yuan to -8 yuan, which is similar to the commodity structure of the Seth entity store.

In June 6th this year, the official online shopping center of seelole, the spring of spring, was formally revised and updated, and continued to maintain the distinctive business philosophy of "big brand, small price" of the entity store, which passed the 20 year experience and service tenet of the high-end retail store of the entity store.

In September 2011, the store network has been extended to the new world department store in the whole country. Finally, in the online shopping field, it came late and launched its e-commerce platform.

The main products of the new world department store online shopping platform are self-contained goods, including bags, accessories and so on.

According to a person in charge of new world department store, there are not many kinds of merchandise sold by the new world department store online shopping platform. The task at this stage is to break the operation of the entire e-commerce platform.