The Introduction Of Brand Stores In Department Stores Can Not Reverse The Pattern.

The battle of Jingdong supermarket and Tmall supermarket launched in October this year has pushed the PK of online supermarket and offline supermarket to the imminent stage. The order of Jingdong supermarket double 11 increased by 190% over the same period last year, which has become a hot selling platform for consumers to buy and buy daily necessities. Tmall has lost a lot of money under the impact of the "red enveloped rain" in Beijing, which makes me recall the scene of the fall of department stores. Will supermarkets on the line repeat the same mistakes as department stores?

1, category PK: as a matter of fact, the most dominant category of offline supermarkets is the fresh one, which is a huge challenge to the electricity supplier. The fresh supply business is testing the supply chain.

Cold chain logistics construction and distribution efficiency, and even need immediate distribution and immediate return.

Such a difficulty can only be achieved in the electricity supplier Jingdong, Tmall supermarket estimated that it took several years to work together to compete, after all, more than 10 years of self logistics system, deep self cultivation is not casually invested in heavy gold can catch up with.

And online supermarket supermarket is currently the most direct impact on the offline supermarket or non food category. Generally, the proportion of non food categories under the online supermarket can reach 40%-50%. Under the impact of online supermarkets, most of the offline supermarkets have declined in different food categories. This year, the number of orders for cleaning products in double 11 Jingdong supermarkets has increased by more than 3.2 times over the same period, and the order volume of maternal and infant category is 2 times that of last year, which is enough to see the threat of online supermarkets.

2, consumer scenario PK: the SKU of a supermarket under a line is at most 100 thousand, while the electricity supplier is more than 1 million. Plus the pressure of store rent and labor cost, the discount of supermarkets under the line is hard to reach the level of online supermarket.

Secondly, relying on the advantages of self run mode such as Jingdong supermarket.

At the same time, it has the warehousing and logistics system covering the whole country. It can enjoy the experience of delivery on the day of Jingdong's "211 limited time" area, and the experience that consumers bring to consumers from price or logistics service is getting better and better.

Therefore, more and more users have begun to use mobile phones to go to the supermarket, and the proportion of online consumption will be higher and higher.

However, although department stores have been reduced to users' "

"But if the supermarket does more work in terms of service quality and shopping environment, there will still be opportunities for online supermarket PK. After all, we need to have various environments in our lives, if we buy things, massage, make beauty, and so on, we will all finish at home, and life will not be meaningless.

3, O2O: in fact, this part of the Jingdong has made a connection. Currently, the supermarket has the highest frequency, the supermarket has the highest frequency, and the Jingdong is located at home. That is to say, with the help of LBS positioning, all stores in the supermarket with Jingdong cooperation can always find the nearest store for shopping or one click delivery. At present, the Yonghui supermarket is one of the most cooperative supermarkets. Most other supermarkets and supermarket are still in a state of competition, and this win-win cooperation form is also a potential threat to other traditional supermarkets.

If the offline shopping center to department store is the strategic adjustment and trend of offline commercial real estate, then the rapid development of the electric business is actually a heavy blow to the offline department store. On the one hand, the electricity supplier has rich brand resources. On the other hand, the quality and reputation of the Jingdong and its efficient distribution and after-sales service have been deeply rooted in the hearts of the people. This also makes the pure department stores on the line very depressed. Even if the department stores introduce the brand collection store, it will not be able to reverse the increasing proportion of sales on the line. Therefore, the three year sales of IT stores in Zhongguancun can not catch up with Jingdong's annual revenue.