Department Stores Are Unwilling To Become "Fitting Rooms" To Test Water O2O For Breakout.

< p > < strong > > a href= "http:// www.sjfzxm.com/news/index_c.asp" > department store < /a > becomes "fitting room". < /strong > /p >
< p > "this dress is good, snapshot number, go to Taobao to find a generation to buy." Miss Zhu of Shanghai, after trying out a dress at the mall, picked up his mobile phone skillfully and photographed the signs of his clothes and so on. "The price of this dress in the mall is 1399 yuan. I searched Taobao on mobile phone. The purchase price is 859 yuan. Why should I buy it in the mall?" < /p >
Under the impact of e-commerce, traditional shopping malls are becoming a "fitting room" threat. P The National City business information network monitoring data show that in the 1-5 months of this year, the total sales volume of the top 100 department stores in the ten largest cities of the whole country decreased by 10.6% compared with the same period last year, including 82 department stores showing negative growth over the same period. In the first half of this year, sales of professional stores, supermarkets and department stores increased by 6.9%, 5.3% and 4.1% respectively in the 5000 key retail enterprises monitored by the Ministry of Commerce, while online shopping grew by 29.9% over the first half of this year. < /p >
There are many internal worries in the "P", "foreign enemy". In addition to the strong impact and diversion of new shopping methods such as Internet business and overseas shopping, the traditional department store industry is becoming more and more intense. At the same time, the high cost of rent and labor costs also increase the operating costs of department stores. < /p >
< p > > strong > online and offline linkage shopping mall test water < a href= "http:// www.sjfzxm.com/news/index_c.asp" > O2O < /a > big data < /strong > /p >
P stores, which do not want to be left behind, begin to "break through" and create O2O platforms around membership, group buying, subscription, payment, circles, navigation and many other services. < /p >
Jingan District, Shanghai's Nanjing Road Business District, which has international top brands, plans to start the layout of the business circle mobile payment system based on the "white collar lunch spot" as a pilot project. P The district plans to cooperate with UnionPay business and fir Payment institutions to expand and upgrade O2O applications with Jingan white-collar cards as a carrier to attract users to book and purchase online, and then to pick up goods or services in the physical stores in the blocks, so as to guide the cost recovery through online and offline ways. < /p >
< p > > combining mobile payment with big data analysis, we can carry out precise marketing and fixed point push to consumers, and I will buy anything from what you sell traditionally, and sell what you need. Chao Kejian, deputy district head of Shanghai Jingan District, said. < /p >
< p > Qi Xiaozhai, director of Shanghai Commercial Economic Research Center, believes that the integration of online and offline businesses is not simply to open online shops and entities, but to play their own characteristics and not to "hand in hand with each other". The development and utilization of big data will be greatly helpful to the precise marketing of traditional department stores. It is suggested to combine the data obtained by the store itself with other statistical data, while paying attention to protecting the privacy of consumers, providing personalized services without causing consumers' resentment. < /p >
< p > < strong > < < a href= > http:// > www.sjfzxm.com/news/index_c.asp > experiential /a > consumption > > /strong > /p >
< p > Chao Ke Jian believes that the future commerce and trade will be a combination of business travel style. The business circle should increase the proportion of catering, parent-child amusement and cultural activities, focusing on experiential consumption rather than selling standardized products. < /p >
< p > some emerging department stores are trying to embed art and cultural activities into consumption scenarios. This year, the K11 shopping mall opposite the fashionable landmark of Shanghai began to try a new mode of "Museum retail". It held a Monet real exhibition of nearly three Mondays in the underground floor of the shopping mall. The exhibition attracted nearly 400 thousand visitors, and its daily turnover increased by 20%. < /p >
< p > in fact, it is not only K11, but also in Beijing's overseas Chinese shopping center. It also tries to integrate art into retail. Shanghai Moon Star global port and Beijing Chaoyang Joy City held the exhibition of cartoon characters "Hello Kitty" and "Duo A dream", which also attracted a large number of tourists. < /p >
< p > "art exhibitions in the shopping malls, the establishment of popular restaurants, cinemas and so on, will increase the residence time of consumers in shopping malls, and at this time, consumers will increase the possibility of buying behavior." Ms. Wang, a senior customer manager of a department store, said: "traditional department stores should regard experience and interaction as the key to their development, and they can interact with customers, customers and customers. For example, on the ground floor of the shopping mall, there are sports venues such as rink, rock climbing, etc. < /p >