Online Marketing In Xidan Shopping Mall Is "Shabby" And Has Many Disadvantages.

As the first traditional department store brand in B2C, the sales of its e-commerce website can only be maintained at one million level, less than 1% of the retail sales of physical stores, and even once closed in 2004.

It is understood that although the net is very early, the online part of Xidan shopping mall is not independent. At present, the online platform is still only a supplement to offline sales. The proportion of online sales in total marketing is very small, and the implementation of e-commerce strategy is still difficult.

"Xidan shopping mall did not effectively integrate the built website with the entity store, but formed a mutually contradictory relationship. The cheaper price on the Internet has hit the operation of the entity store."

Beijing Technology and Business University professor Hong Tao said.

An anonymous person who worked in the company also said that after the official operation of the Agel Ecommerce Ltd in Xidan, the cooperation between the departments of the Xidan shopping malls needed by the website was not as smooth as expected.

Actually, Xidan shopping mall.

The main role of initial construction is not in sales but in the dissemination of brand influence.

Obviously, this positioning makes it lack enough attention and devotion to e-commerce.

Moreover, the relevant person in charge of the Xidan shopping center has also said why the website has not developed. In fact, there are many reasons for this, and no source of funds has become a big embarrassment.

It is obvious to all that its website IGO5 is not a household name compared to the name of Xidan shopping malls.

For Xidan shopping malls, it is the starting line for offline channels. For offline resources integration and control ability is relatively strong, and from offline to online, is another way to expand.

Lin ya, Secretary General of Beijing Electronic Commerce Association, thinks that it is not easy to develop e-commerce as a traditional enterprise.

Although it has experience and resources, its future is uncertain.

It is also understood that in order to maintain the brand value, IGO5 website has to be especially cautious in choosing goods. It should have quality assurance, purchase goods from the right channel, and strictly abide by the brand price limit policy as well as the physical stores on the ground. This virtually increases the cost of goods purchased on the IGO5 website.

Moreover, Xidan shopping malls and IGO5 sites both adopt the way of joint operation with suppliers. The purchase price of goods will be higher than that of single handedly.

The superposition of various factors has led to the fact that IGO5 websites can not take advantage of price.

Hao Jianzhong, general manager of Xidan shopping center, also said that traditional enterprises face great challenges in e-commerce: first, traditional commercial enterprises should cooperate; second, traditional commercial enterprises have also been challenged in the pattern of commodity mobility; third, as regards capital, some online shopping enterprises are new businesses, and traditional enterprises do very little. At the same time, they are favored by many funds, so under such circumstances, we have to abandon new markets and face new competition, and competition is often severe.

It is worth noting that e-commerce is a systematic project, and website construction and maintenance, network marketing, network pactions and so on are indispensable.

The traditional enterprises with special strength can not solve the problems arising from one or more links, and the problem will become more and more.

Xidan's shopping malls have also said that if the e-commerce in Xidan shopping mall is still flawed, the biggest flaw is the shortage of talents.

The industry also said that interlacing professionals such as mountain crossing, engaging in sales of physical department stores do not necessarily adapt to the rules of the Internet market, and do not understand consumer behavior habits of Internet users.

After all, the Internet itself has very strong media characteristics and entertainment characteristics. Only in this market environment, only retail talents with business sense and experience are bound to face big adjustments in operational thinking.

If it can not be well adjusted, it will not only fail to develop its original talents, but also become a stumbling block to the development of e-commerce.

In addition, in logistics, after decades of development, China's traditional retail industry has its own mature system, but these are not applicable to e-commerce. The system of docking e-commerce is very difficult and has much investment. After completion of the docking, it is feasible to continue to reduce operating costs, but improving logistics efficiency is somewhat complicated.

Although Xidan shopping mall has been very enthusiastic about e-commerce, it has achieved little success in the end.

Now, IGO5 website will not quit.

IGO5 must persist and develop, but it faces an unknown future.

Comment on marketing strategy expert Liu Hui

Capital disadvantage

Although Xidan shopping mall involves e-commerce earlier, it has been insufficient in terms of capital investment until IGO5 closed and liquidated in 2004. Xidan shopping center invested only 8 million yuan in this e-commerce project.

The group has a wait-and-see attitude and is innovative.

Price disadvantage

In order to maintain the brand value, IGO5 strictly adhered to the brand price limit policy as well as the physical store. At the same time, it also used the way of joint operation with the entity store, and the purchase price of the goods would be higher than that of the one hand.

This leads to IGO5's disadvantage in price.

Promotion disadvantage

The large and bureaucratic traditional department stores, which are slow and lack of innovation, have restricted their pformation from traditional enterprises to online sellers, and that is why Chinese traditional retailers can not walk away from the strange circle of e-commerce.