Interpretation Of Self Salvation Of Department Stores

　　 (1) the market is not short of demand. Effective supply 。

Wang Jianlin said that China is not short of demand and effective supply. You have good products and no worries about customers. Of course, he is talking about the cultural tourism complex project, and the old laugh thinks this judgment applies to department stores as well.

China luxury report shows that 76% of China's luxury goods consumption has been transferred overseas. In 2014, the consumption of local luxury goods dropped by 11%, and overseas consumption increased by 9%. According to statistics, Chinese consumers spent 106 billion dollars on global luxury goods in 2014 and bought 46% of the world's luxury goods.

According to the public figures, last year, more than 100 million outbound tourists were in China, and overseas consumption was over trillion yuan. Only in Korea, more than 6 million 100 thousand, national day seven days, South Korea's major shopping malls are submerged in the sea of Chinese tourists; to Hong Kong and Macao, more than 60 million tourists, generous and generous consumption of many people.

During the Spring Festival this year, 450 thousand Chinese tourists went crazy in Japan for nearly 6 billion yuan, 13 thousand per capita, and the toilet lid and rice cooker were once sold out. After the festival, the Japanese government specifically commended the contribution of 5 Chinese travel agencies to Japan's consumption power.

Of course, this involves tariffs and other policy factors, but it also shows that China's retail industry, including the department store industry, has obvious shortcomings, which can not fit well with consumption demand and consumption trend, resulting in a large number of consumption losses, but the gap means potential.

　　 (two) strong technical force is the traction support for the transformation of the general merchandise industry.

The successful transformation of Gome and Suning is worthy of learning and research from department stores, and it can get inspiration from transformation and self-help.

The transformation of Gome started from the deep ploughing line stores, guided by consumption, and extended to the upstream and downstream with profit as a demand to create a strong supply chain. Its essence is to stick to the essence of retailing and strengthen it. Supply chain Reshape service power. Although the two methods are different, they are identical. Now, it seems that Suning's transformation is more thorough. Its determination and courage to fight for war and breaking arm's survival are impressive. After years of huge losses and painful transformation, Suning finally has a place in the world of bloody electricity, and its future development path will also go wider and wider.

Laughing and paying attention to and studying the transformation of Gome and Suning for a long time, they found that an important prerequisite for their transformation is to strengthen the construction of information system and build strong technological capabilities. Gome took a year to bear the 600 million most advantageous layout of "the most advanced" ERP system in the retail industry, which transformed itself into "timely enterprises". Suning set up a research institute in the US Silicon Valley to master advanced technologies such as cloud computing and big data. Zhang Jindong said that the three core resources of retail enterprises' commodities, information and funds should be socialized and marketed, and the logistics cloud, data cloud and financial cloud, which are open to suppliers and consumers and social partners, should be established. He appraises that the cloud of enterprise resources is not only a breakthrough in concept, but also a breakthrough in technology, and a breakthrough in business mode and profit mode.

Today, some people think that the department store industry is a labor-intensive industry, not a technology industry, which is extremely wrong. Without strong technical capability, the department store industry can not keep pace with market changes, close to consumer demand, and can not really implement fine management and intensive camp.

WAL-MART dominates the world. It relies on powerful information systems and technical capabilities. Gome has been reversing from big losses to big profits. It relies on that powerful ERP system.

Of course, you can't laugh at the technology, but we should upgrade the ERP system, CRM system, HR system, database system, information analysis system, mobile OA system and so on. We should upgrade them and integrate them with the official website and official WeChat, and develop the ports for enterprises, suppliers and customers on the basis of the integration of the whole network. This is the only way for intelligent retailing, and it is also necessary to strengthen supply chain and reshape service power.

　　 (three) insist on demand orientation and do enough to experience articles.

How should the general merchandise industry break through and rescue itself?

The old laugh is to expand new channels, develop new formats, adapt to new consumption, strengthen information technology as a support, strengthen supply chain, reshape service power, create new experience, make department stores into fun and interesting social and entertainment venues, and enhance competitiveness of enterprises in an all-round way. The key is to give full play to their advantages and make full use of consumer demand.

and Online retailers The biggest advantage of physical retailing is experience. The purpose of strengthening supply chain and reshaping service power is to optimize experience. Now business competition is the competition of experience, and the high level of experience determines the quality of business enterprise.

SUZUKI, chairman of Japan's Glen shopping center, said: "we should build the Glen shopping center into a place where people are happy to play, and buy some things to go home in the process of playing." The essence is to emphasize the importance of experience.

Experience is the key to the survival and development of department stores. Experience should be based on the needs of customers rather than the enterprise. This is also the meaning of the essence of retailing.

The experience of department stores is first about format experience.

In those days, no one wants to see a simple store. It is said that the location of Yong Wang in a shopping mall in North Hankou is quite partial, but the passenger flow is booming and business is hot. Because of its good format, it has driven the electric train into the store. In fact, it is not like a store, but more like a playground. In the well-developed Wuhan, distance is not a thing.

Wanda is not short of passenger flow, but Wang Jianlin still asks to reduce the bag consumption of Wanda Plaza to below 5, and increase the non bag consumption of Wanda city to more than 80%, which shows the extreme importance of experience. The electricity supplier pursues the flow, the entity shop should be suitable for the customer flow, does not have the sufficient passenger flow, all is in vain.

Now department stores are playing cross-border, but it seems to have fallen from homogenization to another homogenization. First, the format is concentrated in catering, the two is the introduction of the same restaurant, lack of characteristics.

The old laugh feels that the format of experience should also be differentiated. It should be consistent with the location of the store and be compatible with the mainstream customers. Catering is a collection of artifact, but not all of the experience. The location and style of catering are diverse, and the introduction must have its own characteristics. The department store is limited by area, and the catering layout should be mainly light meals. The first meal is large area, the two is the low turnover rate, and the customers are mostly gone. This kind of passenger flow has little significance to the related consumption. It should be based on the "24 hour catering" and should be mixed with the retail format to better utilize the passenger flow resources.