Electricity Supplier VS Traditional Department Store: Seize The Mobile Terminal Staged

In 2009, Taobao began its promotional activities on singles day November 11th. The earliest starting point was to make a holiday belonging to Taobao mall, so that everyone can remember Taobao. Because "double eleven" is just in the middle of the traditional retail business eleven golden week and the Christmas promotion season, this is also when people buy winter clothes. 5 years later, "double eleven" has become the pronoun of the electricity consumption Festival. Not only Tmall, Jingdong, Dangdang, etc., but also a large number of e-commerce promotions, and even have a certain impact on non online shoppers and real businesses.

Ma once said, "double eleven" is not the electricity supplier war, but the new economy, the new commercial to the traditional commercial war. In 2012, "double eleven", Tmall and Taobao created a total transaction volume of 19 billion 100 million yuan, in 2013, "double eleven", this record was refreshed to 36 billion 200 million. Last year, on the day of "double eleven", Henan people spent 1 billion 360 million yuan on Taobao and Tmall, ranking tenth in the country. This year, "double eleven", Alibaba Tmall transaction volume finally locked 57 billion 112 million yuan, the total package 278 million, mobile terminal accounted for 42.6%, there are 217 countries from the user transactions.

When the electricity supplier just started to rise, it seemed to be incompatible with traditional business. Public opinion also had the argument that "the electricity supplier will replace the traditional retail quickly". In the past few years, the development of the electricity supplier is really strong, but the traditional business is still stubborn and upright. In 2014, the two have begun to merge, and the commercial gene of the real business will become more and more concentrated.

Compared with last year, the traditional department stores, which are already familiar with the rules of electricity providers and clarified their strengths and weaknesses, have been transformed. Instead of forcing the traditional department store reform by electronic business operators, the department stores in the bottleneck stage need such baptism. No matter how changeable the business mode is, the continuous development of technology and commodities is a good thing for consumers with increasing consumer demand. In the era of experiential consumption, goods are more than three, one more choice means more life experience and wonderful.

　 2014: Online retailers The momentum is still fierce. department stores Lifting the tide of reform

In 2012, the department stores in China encountered the largest scale of business in history. In 2013, the cold wave of the whole industry continued to spread, and many traditional department stores opened the road of transformation. In the 2013 China department store performance list, a total of 4 entity businesses were selected in our province.

1. Zhengzhou Denis department store people's shop: 2 billion 860 million yuan, compared with the 2 billion 800 million yuan in 2012, increased by 60 million yuan, compared with the previous two years, the growth rate slowed down; 2., the Zhengzhou department store Huayuan Road store: 1 billion 600 million yuan, an increase of 100 million yuan compared with the 1 billion 500 million yuan in 2012; 3. Zhengzhou, Huayuan Road New Mart Mart store: 1 billion 500 million yuan, compared with the 1 billion 200 million yuan in 2012, a substantial increase of sales of nearly 1 billion 500 million yuan, in 2014, according to the needs of consumers, expanding the experience format and creating the pan shopping center mode; and the Wangfujing store Luoyang store:

1 billion 70 million yuan, a slight increase compared with 1 billion 21 million yuan in 2012.

However, these data are somewhat inferior to the regional data created by the major electricity suppliers in the "double eleven" day. This year is destined to be a year worth remembering in the domestic electricity supplier industry. After Jingdong and Alibaba have been listed, 9 of the top ten of the domestic B2C industry are listed companies (except Shop No. 1).

But it is inevitable that all the difficulties will be attributed to the "electricity supplier". The traditional department store has been developing for 20 years since the last century's self marketing to the current joint operation and marketing. The performance of the whole industry is that the service level has not been raised much. Although the commodities are rich, but the homogenization is serious, the brand names are different, but the category is similar, so the impact of the electricity supplier is actually the time when the development of the business itself has come to the reform. It is also a matter of the fact that the development of the traditional department of goods and equipment is similar to that of the 90s.

　 Transformation of department stores: its own innovate And breakthrough is the key.

From the point of view of Maslow's theory, whether e-commerce or traditional department stores are mainly satisfied with the material needs of consumers to "buy things". At present, traditional shopping malls are not only restricted by the price constraint, but also have a more powerful function, a stronger sense of space experience and a more complete shopping center. Electronic commerce products are also complete but cheaper. With the advent of the era of experience economy, shopping centers took the place of department stores in the minds of consumers in less than 5 years. Therefore, the managers of department stores are trying to figure out how to get the market share back.

　　 Denis Liu Yongsong, general manager of department store, Department Store Co., Ltd., said: "because of the impact of double eleven in recent years, we are all concerned about whether the electricity supplier will replace the traditional retail business. In fact, this is impossible. Our department stores will cater to changes in the market, adjust their business in a timely manner, increase the format that some electricity providers can't replace, and avoid the impact of the electricity supplier. There is still a certain gap between China's department stores and Japan, Europe and the United States. The department stores should pay attention to the enhancement of commodity mix, the enhancement of service consciousness and the maintenance of VIP customers, so that we can have our own tomorrow.

Liu Yongsong said, "first, department stores must do well in goods and services. The embodiment of goods in department stores is brand. Department stores must make products, offer all the good brands of the same category to customers, and let customers choose, which is incomparable to shopping centers; and only Department store You can interact with VIP customers. Secondly, department stores must be experiential, which does not mean that department stores should abandon the essence of commodities, but only to compress some products that are more affected by electricity providers, such as household appliances and bed products, and then do some commercialized and interactive catering and leisure products. Finally, we should also use new media to enhance interaction with customers, attract customers to stores, enhance communication and experience with customers, and attract younger customers.

Chen Sanqiang, general manager of Baisheng Commercial Development Co., Ltd., Zhengzhou branch, said that the transformation of department stores is to maintain property and reduce rent costs. The two is to introduce private brands and independent brands, to achieve brand differentiation and expand profit margins; and three, to explore business models continuously.