Shop PK Mouse Traditional Department Stores Directly Facing Online Shopping Shock Wave

With the rapid development of the Internet and the popularity of computers, the great changes in consumption patterns caused by online shopping are rapidly fermenting.

Among A share listed companies, Mei Bang clothing, fuanna, etc.

The two revolution in retailing

The battle between users of traditional department stores and shopping websites is called the two revolution of retail industry by industry experts.

More than 10 years ago, the baptism of retail business was threatening. The department stores in the streets and lanes were replaced by large supermarkets and chain convenience stores.

In recent years, e-commerce has rewritten the economic map, and the change of consumption patterns caused by online shopping is already in the firing line.

Compared with the total retail sales of consumer goods, online sales are only a drop in the bucket, but the growth momentum is so fast that traditional department stores are unable to catch up.

As of December 2010, the scale of online retail pactions reached 513 billion 100 million yuan, up 97.3% from the same period last year, nearly double that of 2009, accounting for 3% of the total retail sales of social commodities.

In the entire retail industry, online retail has maintained a much higher growth rate than physical retail.

According to WIND statistics, business income of 48 commercial retail companies increased by 21.36% over the first three quarters.

In the next two years, the volume of online retail market pactions in China is expected to exceed the trillion yuan per year, accounting for more than 5% of the total retail sales of social commodities in the whole year.

Physical stores and e-commerce must coexist, but with the improvement of infrastructure construction, the service industry and the continuous improvement of the legal system, e-commerce will bring a revolution to traditional enterprises.

The increasing popularity of online shopping market has eroded the share of traditional department stores.

In a 2009 annual report, Wuhan China Merchants pointed out bluntly: online consumption and rapid growth of online shopping, the company will still face greater pressure.

A recent visit to department stores of several listed companies found that there were many targeted customers in the bustling customer base.

"Online shopping is much cheaper," she said.

The same quality, sometimes the price is only the odd part of the counter.

Miss Zhou said that after tasting the sweetness of online shopping, she regarded the shopping mall as a fitting room, usually only to memorize the product number.

The rapid growth of the scale of the retail market stems from the continuous maturity and perfection of China's online shopping environment, as well as the continuous expansion of online shopping users and the continuous improvement of online shopping user penetration.

With the upgrading of enterprise service and product quality, consumers' trust and dependence on online shopping are enhanced. Online shopping customers gradually expand from young main consumer groups to high age groups. This industry presents a trend of development from low consumption, low frequency to high consumption and multi frequency.

Upstream and downstream companies touches the net

"In the past, who had more stores in the department stores, and which companies were faster than others?

Now, who is developing faster in the field of e-commerce, has become a big competition index.

An e-commerce insider in Shenzhen told reporters that leading companies such as listed companies have set up shopping websites. Consumers' concerns about credit and quality of products have also been alleviated, which has further stimulated consumer enthusiasm.

The most sensitive department stores have started their own touches.

In the second half of 2010, Fu Anna formally announced the establishment of Agel Ecommerce Ltd, ready to enter the home textile online shopping channel.

Prior to this, Luo Lai home textiles, Meng Jie home textiles have already caught an express channel of e-commerce.

American Bon apparel iBangGo Bong business was formally launched in December 18, 2010.

Unlike most of the existing apparel websites, it is not a cheap win, but the electronic commerce platform provides the most complete product display. In addition, some exclusive online shopping brands will also be launched.

Although the short-term e-commerce contribution to the company's performance is not obvious, its future potential is noteworthy.

There are many ways for the upstream department store to touch the net.

In addition to self built mall, there are many clothing shoes and hats Brand Company operating online shops on Taobao and other mature network platforms, saving the cost of operating alone.

It is noteworthy that in recent years, traditional department stores have also entered high-profile e-commerce.

Zheng Wanhe, head of Wangfujing department store, said recently that Wangfujing department store will start online business in the form of group, and take online shopping as a new format.

The Xidan shopping center, the first to launch online shopping, has also reformed the IGO5 network to make it more in line with the needs of the market.

And Yintai department's Yintai network, on-line March orders over 10000, to become a dark horse in the industry.

At the beginning of the listing of Guangzhou 100 shares, it has raised 20 million yuan for the online mall project, and the e-commerce department was set up in 2010.

The report from China Chain Association shows that China's online retail market is growing rapidly. First, the pure online retailers continue to exert their strength. Two, the upstream manufacturers continue to join the market, and the third is the traditional retailers' touches.

Judging from the penetration of online shopping, China is currently 26%, while the United States and Japan are between 50%~70%, and there is still a big room for growth.

Contradiction between left and right hand beating

Although online retailing is the trend of the times, traditional department stores are still cautious about launching a large number of real gold and silver stores to open online shopping centers.

A survey of chain top 100 shows that although 50% of the top 100 retailers have online platforms, the location of consumers under the Internet is not clear. Most of them are just the online shopping platform for moving goods from the store to the Internet.

Once a traditional department store operates a shopping website, once the price war is added, it will have an impact on its original channel.

At present, there are similar concerns in the upper reaches of the department stores.

Semir costumes insiders told reporters: "the traditional clothing manufacturers are not in a minority, but they are basically in a groping state, and no big business has been done. It is mainly concerned about the impact of the offline price system."

Generally speaking, the online shopping mall has saved the rent of water and electricity and the cost of manpower, and has the advantage of low cost operation.

But in fact, the establishment of an operation platform by businesses should not only enrich the source of goods, but also pay for huge marketing expenses and burn money to advertise.

Because of the pparent price on the Internet, its promotion and price war cost a lot, and the gross gross profit margin is low. These problems have become the test of operation platform.

B2C website is facing the problems of profit mode, logistics bottleneck, disorder competition and so on.

Jingdong mall has not been profitable after several rounds of financing, with a gross profit margin of only 6%~7%.

Huge advertising costs and promotional expenses have swallowed up profits, and almost unlimited investment in logistics will further extend the investment return period.

Suning online platform Yi Hui has been following up Jingdong mall in its operation. At present, it is only positioned as a complementary channel and display platform for the physical store.

Wan Lian securities analyst Ouyang Jinjuan said: "compared to pure Internet retailers, traditional retail enterprises have two advantages in online sales and brand warehousing and distribution system.

Although currently the top ten retailers in China are pure online retailers, the traditional department store network is the general trend.

In addition, the support of national policies has brought dawn to traditional department stores.

China's "12th Five-Year plan" put forward to strengthen the construction of the market circulation system. The specific policies and measures include encouraging the development of new formats, cultivating new hot spots, and promoting scale, brand and network operation.

According to the "12th Five-Year plan" of e-commerce (Draft), traditional industries such as industry, commerce and logistics, tourism services will deepen the application of e-commerce.

The Ministry of commerce also made clear that it is necessary to support traditional commercial retail enterprises to enter e-commerce with special funds.

Ouyang Jinjuan believes that under the escort of the policy, some excellent domestic commercial retail companies are expected to stand out and expand the market share through Internet sales, and ultimately improve the concentration ratio of the industry.