Physical Department Store Jedi Counterattack No Longer Reduced To "Electric Fitting Room"

In the middle of October, when the double 11 had not yet arrived, 17 retail enterprises jointly launched the 2015 China Shopping Festival, attracting more than 500 chain enterprises nationwide and more than 10 stores.

In the real department store Jedi counter attack, we do not know, these consumers are regarded as "new favorites" business people are looking for landing.

November is the carnival month for business operators.

Constantly being refreshed, entity stores also usher in remodeling and pformation in the cold winter.

At present, the promotion of various stores is coming and going, bringing a large number of consumers back to the fitting room.

What is more intriguing is that the decline of the "entity end" is fading quietly, and Ali, Jingdong, Amazon and other electronic commerce giants are under the massive layout line. The integration of online and offline is becoming a new way of playing in the Internet age.

"Electric fitting room" Jedi counterattack

Double 11 lasted for 60 hours after two days.

The opening ceremony of new world department store in Chongwen.

The new winter clothing half off ceiling, the shop full gift, the time limit big promotion and so on electricity and electricity double 11 shoulder sales promotion has attracted the massive consumers.

"Although double 11 has bought a lot of things, it still feels like a delicate winter dress."

Ms. Gu said, "shoes and clothes can be tried on. This is an advantage that online stores can never match."

According to the relevant person in charge, during the 60 hours of closing shop, sales increased by 9.5% compared with the same period last year, and the passenger flow increased by 3%.

Since the beginning of this year, the department store industry has been stagnant. Such a big promotion is undoubtedly a strong heart.

According to the Ministry of Commerce monitoring information, since 2010, the growth rate of total retail sales of consumer goods has been declining. The sales growth of key department stores has declined more sharply, with only 3.7% in the first half of this year.

In contrast, the online sales of key retailers grew by 39.1%, an increase of 9.2 percentage points over the same period last year.

"If there is no big promotion, the price of the shopping mall is too ridiculous, and a coat will be more than three thousand yuan.

My girlfriend and I often go to the mall to try out the size, then go online to find a store with the same brand, at least 1/3 cheaper. "

Lin Ru, who has just worked for two years, thinks that the price of large shopping malls and the wage earners are really not enough.

Staring at the door in front of the cold horse, the shop is not willing to accept it. Baotuan heating has become one of the ways to seek breakthroughs.

In the middle of October, when the double 11 had not yet arrived, 17 retail enterprises jointly launched the 2015 China Shopping Festival, attracting more than 500 chain enterprises nationwide and more than 10 stores.

Zhang Ping, general manager of the research center of Ying Shi Group, said that the advantages of shopping experience, on-site pick-up and after-sales service of the entity store are unmatched by the electronic business platform. If the entity store can play the banner of "the same price with the same price", the price advantage of the E-commerce platform will shrink, and the consumers who focus on the service experience and tend to be rational are willing to return to the physical shopping.

Cloud providers look long for landing

At the time of the fight against the Jedi of the entity department stores, it is not known that these consumers are regarded as "new favorites", but are seeking to fall to the ground.

Mr Ma once said: "the chance of Internet Co will be online in the next 30 years, and the hope of traditional enterprises or offline enterprises must be online."

Why do we say this?

Although the online shopping mall has gone out of store decoration and leasing, the cost of warehousing, packaging, logistics, promotion and manpower is also rising.

With Taobao's increasingly competitive environment, business profits have been reduced to no lower level.

Although e-commerce is fast enough and convenient, but from the entity shop, clothing, shoes and other fashion products sales are always limited, size, texture and expectations do not conform to the reason why consumers frequently return goods.

"Users must first touch something and have a sense of touch before they can feel it.

Frankly speaking, this is difficult for e-commerce providers. "

Miao Hongbing, chairman of Beijing white collar fashion company, said.

Because of this, the Internet business bigwigs have scrambled down the layout line to seek long-term development of the electricity supplier.

In August of this year,

The group and sunning Yun announced the completion of a comprehensive strategic cooperation. Suning and Ali have invested billions of dollars in mutual investment to achieve strong alliances and complementary weaknesses.

Suning won the support of Ali capital and traffic, and Ali received services under Suning logistics and other offline services.

It is reported that Suning cloud company's more than 1600 line offline stores, 5000 after-sales service outlets and service stations sinking to four or five line cities will seamlessly connect with Alibaba's online system.

Another big business Jingdong is also working with 1 convenience stores in 15 cities, and has invested 4 billion 300 million yuan in Yonghui supermarket.

Looking at the international market, Amazon, an online retailer, is also planning to set up a retail store in New York. It is located in the 34 street of Manhattan, New York, which is the most popular service mode.

Fast fashion business

One of the changes that Internet brings to people's habits is nothing more than praise for speed and efficiency.

Fast fashion, which is characterized by "fast, ruthless and accurate", is rising rapidly. They always follow the trend of the season, the fast new products to the shop speed, and the price of the people, so that ordinary consumers who are not full enough can also have the latest "show money".

"Zara, H&M, UNIQLO and other fast fashion brands are fast responders of fashion trends. They are also very fast in production and sales, and to a certain extent, solve inventory and channel problems."

Yuan Tianxiang, deputy general manager of Beijing Textile Holding Co., Ltd., said recently at the seminar on the future pattern of the entity store and the electricity supplier held by the Beijing apparel industry association.

In his view, almost all of these fast fashion brands have grown rapidly through offline stores.

Even in the face of the impact of the electricity supplier, these fast fashion brands have not stopped the pace of "opening stores" in the Chinese market.

Take UNIQLO as an example. In the two fiscal year of 2013 and 2014, UNIQLO opened more than 80 stores in mainland China, and now there are more than 70 cities in China.

Such a development path also enables the domestic traditional clothing brands to see the opportunity of pformation, that is, to accurately capture consumers' needs and preferences through online channels, and then introduce new products quickly.

According to the latest report of Dammam international, an international retail consulting firm, retailers will have to deal with a more fragmented and refined retailing industry from 2015.

Offline stores offer a credit endorsement for online sales by arranging display to enhance the brand's trustworthiness.

At the same time, online sales data and customer evaluation can be used as a big data analysis, providing reference for the next step of production design and promoting sales growth.

Such a virtuous circle is a win-win road of symbiosis.