Warm Up "China Shopping Festival"

On the one hand, the cost of traditional department stores continues to rise. On the other hand, consumers have more channels of consumption. China's department stores have been at a crossroads: is it a test of water O2O to embrace the electricity supplier, or is it a big way to win back the share? Is it to highlight the superiority of products and to speed up shopping centralization? Is it not appropriate to continue to be the two landlord?

In 2014, sixth Tmall "double eleven" achieved total sales of 57 billion 100 million yuan (including Tmall, Taobao, speed sell, Tmall International). The number and sales volume of participating businesses and participating platforms reached a record high.

What is the Department Store doing?

From the newspaper reporter "double eleven" that day visits Chengdu Wangfujing, Mao ye, Moore and so on several department stores, many shoes product discount strength is bigger, the cosmetics area almost does not feel the promotion atmosphere.

"Double eleven" Shandong Ginza cosmetics area is also doing activities, but unified to the entire autumn cosmetic Festival.

Ji'nan Po Liang commerce and Trade Co., Ltd., director of operations Mou Yunfan said.

Similar to it, in many department stores responsible person, "double eleven" and the physical store is not big.

But there are also a number of physical stores playing in "double eleven".

It is understood that by the United business network,

The "China Shopping Festival" jointly launched by businesses, BBK businesses, Tianhong shopping malls, Ginza shopping malls and locheng supermarket has attracted 136 entities chain enterprises and more than 16000 stores in the country for the first time, and the target is directed at "double eleven".

According to incomplete statistics of joint business network, participation

The 145 entity chain enterprises achieved a total sales of 3 billion 41 million yuan on the "double eleven" day, an average increase of 148.14%.

Among them, the 136 retailers, jointly holding the banner of "China Shopping Festival", achieved sales of 2 billion 579 million yuan, with an average increase of 157.79%.

Of the 136 participating enterprises, 43.1% of them doubled their sales and 27.2% of them increased two times or more.

In fact, "

"It does not just mean big sales promotion.

It is understood that the Tianhong mall has introduced the smart retail system in the event, that is, to enhance customer experience by drawing on many business means, such as offline stores to support WeChat payment card.

At the same time, Tianhong mall also works with Tencent to provide flash purchase, brand purchase and other columns in WeChat to support online shopping and payment.

Yintai will call this "China Shopping Festival" its "double eleven O2O first pick": the same day double line under the Yintai line, the sales growth under the line exceeded the line.

Obviously, with the positive battle of the electricity supplier, the department store has taken the first step.