Discount Industry: Online, Mobile And Community Oriented Operations

In the past, the discount industry has been very good at linking up the concept of brand inventory clearance with consumers' affordable purchase. Now, with the vigorous development of social networking and e-commerce, it is bound to bring new problems and impacts to the discount industry, and integrate online, mobile and community commerce in a comprehensive way to fully cover the market layout and solve the problems in the new environment well.

　 The inevitability of discount format

　　 clothing In order to constantly occupy the market and launch new products, brand names are not bad for their old workmanship and texture. However, there is not enough stage to display them. Enterprises urgently need a store to digest seasonal products. In 2000, Li Yan founded the Beijing top quality commercial development Co., Ltd., in July of the same year, China's first discount merchandise department - top grade discount Wangfujing store opened, opening a new era of China's department store industry. Thousands of square meters of top grade discount shops, mostly decorated simply, shelves shelves full of goods, customers are like shopping in a big warehouse.

"That is, we have a higher awareness of brand and a price sensitive user." This is the target consumer demand for top grade discounts. Starting from the first Wangfujing chain store, the company now has 9 top grade discount chains and a top grade discount mall. Physical stores and top grade discount network two major business channels, annual sales of nearly 2 billion yuan.

With the improvement of the consumption level of the domestic residents, the brand awareness of the customers has been gradually enhanced. However, due to the limited economic capacity, shopping directly into the brand stores is unavoidable, and shopping in the roadside shops is not good enough for the authenticity of the goods. The emergence of brand discount stores can solve these problems, which not only meet the needs of these consumers, but also enable consumers to buy goods that are both reliable and cheap.

The rapid development of a business model must have its value. Brand discount stores are more attractive to young consumers, and 80% of them have become the main force of market consumption. A questionnaire survey shows that 81% of young people say that the price is superior to them to attract them to shop. 98.5% people believe that the temptation to choose more brands is also a factor that can not be ignored. Therefore, the attraction of brand discount stores for young people is not only about price, but also the variety of brands. The emergence of brand discount stores is by no means accidental.

　 Traditional retailers must touch electricity.

Nowadays, online shopping has gradually changed from hunting for goods and niche consumption to mass consumption. Traditional retailers do not do e-commerce, will bring "the original consumer groups are eroded by electricity suppliers, the channel accounts for the reduction" of the consequences.

In 2009, top grade discounts began to launch the online business platform. Traditional retailers must seriously consider the impact of electricity providers on consumers and comply with the diversified needs of consumers' shopping channels. Top grade tries to use PDA equipment to input and print product information, and through wireless networking, the salesperson can access the background database, conduct price inquiry and bill printing. Later, the top grade introduced the management terminal such as its own brand PAD, and achieved better resource deployment with the help of the latest management equipment, so as to meet the individual needs of consumers.

In the solution of the collection of commodity data and the sale of goods in the selling field, PAD plays a complementary role. According to the process, the supplier distribution products come in, the staff enter the commodity data of each store through PAD, digitize the information of all the goods, and then the company can allocate the resources according to this, and the consumer can also inquire the specific information of the goods and carry out the behavior for the consumers.

At this time, top quality discounts, whether DM, TV, PC Internet, or even WAP shopping, have been laid out, and online sales have been attacked from 0 to 200 million.

Shop development community business

After seeing the more than 60 year old elder sister using micro payment shopping, Li Yan, the top grade discount founder, said that the world has changed and changed rapidly. Affected by the overall economic situation, the increase in commercial real estate supply, the malpractice of the joint venture mode and the impact of the electricity supplier, the department store industry entered a closed shop in 2013. In March, the famous department stores in Fangzhuang were closed by the Shijiazhuang store; in May 31st, the Department Store of Shijiazhuang was closed; in June 1st, the Department of Commerce in Taiyuan's Taiyuan Street accompanied the consumers for 5 years; in July 15th, the Chengdu Pacific department store, which had been occupied for 20 years in Chengdu, was shut down; at the end of August, after the closure of the Baisheng Guiyang flower shop less than 3 months, Baisheng was also evacuated from a store in Shijiazhuang.

In the department store industry, in December 22, 2013, the top grade discount was located at the top grade discount MALL of Cao Qiao and the new store in Huilongguan. The confidence in the difficulty comes mainly from the understanding of community business.

Community commerce is a territorial business with the goal of serving the residents in the community and serving the people, benefiting the people, satisfying and promoting the comprehensive consumption of residents. First appeared in the US in the 1950s, community commerce is an important level in the urban commercial space. The services provided by community businesses are mainly the needs of community residents' daily life services. These services are characterized by comprehensiveness and convenience, but they are not necessarily cheap.

When a customer chooses to buy a top grade shop, choose the right one. clothes The style and quantity tell the shopping guide. The guide will record the information that the customer will purchase through a PAD like device, which is recorded in a shopping card similar to the bus card - RFID (radio frequency identification) card; then, the customer takes the card to the next counter to continue to select the merchandise. When customers go out, customers just take out their cards to check out directly at the cash register, and the entire sales process achieves a completely paperless sale, which reduces the management cost by means of PAD and shopping guide.

If it is online shopping The order is simpler: the order is sent directly through the internal network to the PAD on the shopping guide, and the goods are sold. After introducing the German SAP system, the business process and operational efficiency have been significantly improved. At the same time, SAP helps top grade manage the data more scientifically, understand consumer's consumption characteristics better, adjust the goods in and out channels and services according to consumer's habits, save costs and promote sales.

Top grade discount stores can be broadly classified into two categories: business oriented shops and community based shops. The commercial location is located in the business district of the downtown area; the community stores include Wukesong, Lai Guang Ying and Asian Sports Village stores. The biggest advantage of community discount stores is that they are close to users, just like the supermarket in the distance is similar to the vegetable market nearby.

In August 2013, top grade discount went out of Beijing and opened its first foreign store in Hangzhou. As a representative of the discount format, top grade discounts, which combine the three ways of "online, mobile and community", deserve the attention of similar formats, especially in the rapid development of e-commerce.