Retail Poly Building Platform Department Store O2O Pformation

After three years, WAL-MART, the world's top retailer, returned to the top spot. P

But unfortunately, the domestic retail carrier Bailian Group fell off the top 500 in the world.

In the same period last year, Bailian Group entered the 500 place with 25 billion 200 million US dollars in revenue, ranking 466th.

In a short span of a year, Bailian Group and the world's top 500 have been caught in a flash in the pan.

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< p > Bailian Group is just a microcosm of the current reshuffle of department stores in China's retail industry.

According to reports, in April 28th, the Wangjing shop, which was held for 8 years, officially ceased operation in the halls store. In May 5th, the Ji'nan branch of the foreign giant Baisheng Department lost the Mai City. In June 15th, after the closure of several branches, Baole department store finally closed down.

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Below P, nowadays, the decline of domestic department stores is an indisputable fact.

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< p > < strong > > a href= "http://? www.91se91.com/news/index_c.asp" > department store < /a >, or shopping center? < /strong > /p >

< p > with the listing of Internet giants such as Jingdong mall and Alibaba, the traditional retail industry in China will face greater impact and shuffle.

As one of the main forms of retailing, department stores naturally bear the brunt.

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< p > department store refers to the retail store which combines all kinds of goods. Its characteristics include: < /p >

< p > 1, a complete range of commodities; < /p >

< p > 2, large traffic volume; < /p >

< p > 3, with abundant capital and complete talents; < /p >

< p > 4, attaching importance to goodwill and corporate image; < /p >

< p > 5, focusing on < a href= "http:// www.91se91.com/news/index_c.asp" > shopping environment < /a > and commodity display.

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< p > although for the whole retail industry, the birth of department stores can be called "the first revolution of modern commerce", which is of epoch-making significance.

However, department stores are facing severe problems as the Internet increasingly impacts traditional retail businesses.

According to CB Richard Ellis, a commercial real estate service and investment company, the market performance of shopping centers and department stores in the domestic market is now highly polarized, and the department stores are facing breakthroughs under internal and external troubles: < /p >

< p > internal worries are mainly caused by the characteristics of the department stores themselves. First, the limited business area of the department stores restricts its further development. Two, the domestic department stores have long been relying on the joint mode and the self operation capacity is insufficient; the external difficulties come from the slowdown of economic growth, the slowing down of the total retail sales, the rise of diversified retail formats, the continuous upgrading of business competition, the impact of online shopping on physical retailers, the impact of department stores, the four major aspects of staff and rental costs.

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At the same time, CB Richard Ellis further pointed out that in the face of unfavorable pattern, the department store industry could break through from several aspects: < /p > p

< p > 1, department store shopping center, introducing fashion brand flagship store and professional store, increasing shopping mall experiential elements; < /p >

< p > 2, launching self run business; < /p >

< p > 3, increasing the proportion of private property, increasing the proportion of its own property through development or project acquisition; < /p >

< p > 4, online and offline business linkage, build online shopping platform to meet consumers' online browsing, offline experience, online ordering of "package" purchase behavior.

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In the face of many challenges mentioned above, the department stores are gradually pforming P.

At present, many traditional department stores are pforming into eco friendly shopping centers.

This is because the shopping center has rich formats and good shopping environment. It not only improves customer stickiness by diversified services, but also greatly improves the customer experience through online and offline integrated services, and is becoming the first choice for more and more consumers.

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< p > we need to point out that this pformation is no longer simply a pformation between entity forms, but also from a single operation to a pluralistic direction, from simple physical stores to offline integration.

This is a concrete manifestation of the pformation of O2O in department stores in the Internet era.

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< p > because of the overall rise of shopping centers, the huge impact of electricity providers and the saturation of group buying market, consumers are increasingly getting "aesthetic fatigue". Pure "eating", "wearing" and "weekend shopping" can no longer satisfy consumers' consumption demand, nor can they produce consumers' stickiness.

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< p > to break through the problem of homogenization and single shopping experience, shopping malls should enhance the sense of space, convenient services, and carry out targeted activities and other soft services.

To cope with the huge impact of the electricity supplier, the pformation of department store shopping centers should not only break through the simple shopping experience, create a shopping experience that is different from the virtual world, but also pursue the online and offline integrated shopping mode, that is, the O2O mode.

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< p > in the future, shopping centers are no longer simply shopping places. They mostly provide an experiential and interactive social platform, and pay more attention to satisfying people's experience in places.

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< p > < strong > < a > href= > http:// > www.91se91.com/news/index_c.asp > O2O era in the Internet age /a > O2O trilogy < /strong > /p >

< p > different companies have different ways of doing things.

A reasonable entry point is, if it is a retailer, starting from selling, gathering customers and establishing their own independent platform.

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From P, we can see that future department stores should make full use of the commercial dividends in the Internet era.

Specifically, it is: < /p >

< p > experience economy: through the department store shopping center, introducing multiple brands to increase the experiential elements of shopping malls and enhance customer experience; < /p >

< p > fans Economy: by developing proprietary business and increasing the proportion of private property, we will create a differentiated competitive route, improve customer stickiness, seize customer needs and pain points, and cultivate loyal fans customers; < /p >

< p > build a large platform: through online and offline business linkage O2O mode, build online shopping platform to meet consumers' online browsing, offline experience and online order shopping.

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< p > in short, the "trilogy" of pformation of department stores in the Internet age is: "selling goods", "gathering powder" and "building platform".

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< p > < strong > sell < /strong > /p >

Less than P, selling is the first step in pforming O2O into department stores in the Internet era.

Selling goods is not simply to sell products, but also to enhance their services and optimize the customer experience.

At the same time, department stores must make full use of all kinds of means, such as online and offline, not only to raise the price per passenger, but also to maximize the sales volume.

In the Internet age, traditional department stores should make full use of the huge marketing dividends brought by the Internet, and optimize the entities under the pformation line, adopt the online and offline integrated O2O mode, combine online marketing, online payment and offline store experience, so as to achieve "fast and beautiful" selling.

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In terms of selling, P Argos is undoubtedly a typical representative of the successful pformation of the retail industry.

Argos is known as the largest department store chain in the UK. It has 17000 categories, more than 600 branches and 23000 employees. It covers a wide range of businesses, including hardware and electrical appliances, stationery, household appliances, jewelry, toys and so on.

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< p > different from the traditional retailers, there are no shelves and merchandise display under the Argos offline stores. There are only shopping guides, posters, computer terminals and warehouses for enquiries. In the supply chain and inventory management, Argos adopts pparent management, which enables customers to understand and store selectively according to their inventory and logistics conditions, as well as to reduce supply chain management and inventory costs. In terms of category management, Argos also has unique advantages: it can provide many kinds of products to customers, and focus on the operation of its own brands, avoiding the brutal price war through differential competition, and at the same time, improving product quality, customer experience and satisfaction.

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< p > < strong > Powder > /strong > /p >

< p > followed by gathering powder.

Compared with the popular demand, "selling", "gathering powder" is more meaningful to those high-end brands with a certain reputation.

This article believes that all brands with certain popularity and strength should focus on developing and developing the ability to gather powder.

The core of fans is not marketing, but service, although the Internet era has brought huge marketing dividends. When the service is not perfect, it is putting the cart before the horse when it wants to sell.

Today's brand can go to gather powder, and then sell, and then establish their own independent platform structure.

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< p > millet mobile phone is undoubtedly a typical example of "gathering powder".

The so-called "fans", in essence, is a pursuit of spiritual and emotional rather than purely profit driven.

And the ability to bring "genuine powder" is absolutely a product of concentration, seriousness and perfection.

Therefore, "focusing on the best word of mouth" is the secret of Millet's winning. It is undeniable that interest driven is also important in the fans economy, but it is not a decisive factor.

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< p > < strong > build platform > /strong > /p >

Building a platform is the inevitable result of the pformation of traditional shopping centers in department stores. < p >

When online businesses and traditional platform enterprises have accumulated a large number of users and have a strong selling power, they need to extend their platforms, and need to tap and develop greater purchasing power and market potential.

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< p > shopping center refers to a group of buildings, which are combined commercial facilities, determine their location and scale according to the business circle, plan, develop and operate a variety of shops as a whole, and have a parking lot of a certain scale.

Shopping center is essentially a commercial real estate. It is essentially a multi-level integrated service carrier and platform for many shopping people.

At present, shopping centers developed or expanded by large chain corporation are not only rising but also having their own advantages.

The superiority of department store shopping centers is better than that of pure property shopping centers: department stores have better reputation, better customer relationship and high level of marketing promotion management, so it is easier to hire merchants for investment, and their performance is generally better.

However, due to the insufficient size, the shopping center is still not enough complex, and the scale of shopping centers is still expanding.

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