Online Shopping Attacks &Nbsp; Department Stores Try To Touch Networks And Transformation Is A Trend.

In the promotion atmosphere of fiery holidays, it should be full of money. Department store Businessmen are "entangled" in their hearts. Apart from grasping the impact of discount rate on profits, the impact of more and more popular online shopping is also a headache. Department stores try out network turn Marketing And timely transformation will be a major trend in the future.

Price and category bottleneck

"We have looked at the style on the Internet, and try it in the department store." Shopper Wang told reporters that she often went shopping on the Internet such as Taobao, the same brand and style of clothing, in the department store needs about 1000 yuan, and online sale of only 200 yuan, that is to say, even department stores to play a discount or even seventy percent off, are more expensive than online stores.

Many department stores have no choice but to say that this is the difference between offline stores and online retail modes. The former needs rent and many intermediate links, and the price of department stores is at least 7~10 times of the cost price. The latter has almost no intermediate links, and directly purchases from factories, and the selling price is greatly reduced.

"The discount rate can not be too big, too big can not reach 15% of the guaranteed gross profit rate. When the department store opens, the water and electricity charges and personnel costs will continue to pay. This year, our discount rate is not as big as in the past years, which has also made some young guests lose to the online shopping area." Chang Chang, a long-term department store member, said frankly.

In addition to price disadvantage, the types of goods also make department stores have a headache. Because of the mode of joint pooling and unified investment, the department stores almost have no personalized brand, but they have introduced several brands with good cash flow. Some personalized designer brands or traditional brands are often excluded because of low cash flow or brand awareness. This makes the brand and style of each department store very similar.

Difficulties in transformation

After seeing the problem, many department stores began to test the water network marketing, such as the agricultural and industrial group, under the command of a large shopping plaza, once department store products on the Internet sales. However, compared with professional network retailers, traditional retailers are not very good at online retailing. Apart from large investment in the past, it is also very costly to get through online channels and procurement links.

"There is another way of transformation, that is, offline retailers enhance their self added facilities and entertainment functions. People need to interact and socialize. The virtual world of online shopping has no interaction with people, which is the advantage of offline retailers." Zhu Hua, deputy director of Shanghai commercial information center, pointed out.

This can be seen in the Christmas marketing of some shopping malls in Hongkong. For example, K-11, a shopping center in Hongkong, who advocates the integration of material and spiritual elements, focuses on creating an artistic atmosphere.

Luo Yongguang, director of the idea international company, told the newspaper that the comfortable shopping atmosphere is irreplaceable for online shopping. Consumers are not necessarily shopping but also a relaxation process. Shopping malls in Hongkong generally have a detailed plan for the promotion fee. This part of the budget is included in the store rentals. Each charge is transparent to the store tenants. Holiday promotion is one of the highlights of the shopping malls, and the general cost is over several million yuan. The shortage of the mainland shopping malls is mainly due to the lack of professionals and this concept.

Sun Xiong, President of Guangdong chain operation association, also believes that the most important concern of mainland shopping malls is whether tenants can pay rent on time. Lack of culture, stories and innovative layout is not conducive to cultivating more Chinese brands. For example, Guangzhou shopping centres are too concentrated in several commercial circles, which are scarce resources.