Traditional Department Stores Need To Cross Three Barriers To Transform.

< p > < a > href= > http://sjfzxm.com/news/index_z.asp > > /a > in the first quarter, the growth rate of retail sales of 100 major large retail enterprises in China reached the lowest level in the same period in eight years. Among them, as a major branch of the retail industry, the life of traditional department stores is very difficult. According to Shanghai business information data, sales of 40 large and medium-sized department stores in Shanghai in the first quarter decreased by 9.6% compared with the same period last year. At the same time, in the listed companies, Hangzhou's 100% revenue fell by 20.56%, while the net profit of Nanning department stores fell 88.19%. < /p >
< p > the traditional department store industry is also troubled by the rising cost. Its biggest increase comes from the increase in manpower costs. In 2012, the wage increase in department stores was close to 15%, the highest in recent years, and 3% in 2013. This allows brands to pass on labor costs to consumers, so we can see that the number of price tags for every season is rising. < /p >
< p > because the market is slowing down, the electricity supplier is raiding, the function of SHOPPINGMALL is strong and the cost is rising, the transformation of traditional department stores is difficult. Therefore, the traditional department store industry has to go through three hurdles to help it successfully complete the transformation, which involves not only the O2O field, but also whether it can survive the risk period. < /p >
< p > strong > 1, < a href= "http://sjfzxm.com/news/index_z.asp" > User < /a > connection and transboundary experience mode < /strong > /p >
< p > traditional department stores have made considerable profits for a long time because of their land rent pattern. Traditional department stores pay more attention to activities and promotions, brand names and rents, etc., and partly because of the impact of electric business, some department stores also help their own operators to help themselves with unskilled electricity providers, but the results are mostly poor. O2O is not an upgraded version of the electronic business. Any online or offline mode is designed to connect with users. The closer users are, the more beneficial it is to contact with users. 大多数百货在处理这一问题上，会非常迅速的选择通过WIFI的搭建，产生与用户连接的可能，但WIFI 连接之后却显得尴尬与无力，为何如此，就是因为传统百货难以处理好跨界之局，线下跨线上之界，线上跨线下之界，用户的逗留时间通常会产生更多消费的可能，在跨界之处，用户的体验也分为线上体验与线下体验两种模式的混合体验，线上体验须配合线下定位来进行营销，线下体验须配合线上所提供完善娱乐与活动内容来普及认知，传统百货业通过两者的综合才可完整的呈现其原来未有营销模式与体验层次，而心态也是越要开放，就比如设计更多的休息区，更多的路边咖啡伞，让用户通过移动端随时体验线上便捷与快速，用线下承载互联网的免费意识，用线上承载线下的体验与服务。 < /p >
< p > strong > two, < a href= "http://sjfzxm.com/news/index_z.asp" > Community < /a > and community breakthrough point < /strong > /p >
＜p＞　　传统百货业在因其根植于心得“地产”运营模式，导致其各个企业之间定位的差异性并不大，这也导致了在各个区域内消费会被分散，而特定需求与特定群体的消费也会被弱化，传统百货业需通过自身的定位来进行扩散，并通过线上与线下体验的边界来规划出属于自身的用户群体，而非折扣至上大而同一的做法，大而同一的战术方式更适合SHOPPINGMALL，他具备全面的实力进行对抗，而传统百货行业里有部分属于连锁性质，在细分单品管理不利的情况之下，按区域细分用户群，则是另一条出路，单品管理对于传统百货行业来说，涉及面太广，本身对于CRM的要求也过高，传统百货行业如递进此种职能，改造成本远超定位成本，从各个区域着手，定位音乐时尚百货、艺术街区百货、工作休闲百货、度假亲子百货等等，以社区或社群的方式重新定位用户与自身，反 It seems that the rhythm is faster, and the user's needs are always overlapped. < /p >
< p > < strong > three, offline data collection and online close push < /strong > /p >
＜p＞　　线上的MAC地址会成为线下数据收集的一种常用方式，这对于未连接WIFI的用户可以直接测量其人流量、逗留时间、新老用户比例，美国百货业也早已运用其模式来进行运营层面的无感知测量，而国内环境不同于传统百货无法进行单品管理，对于线下数据的收集更多侧重于营销层面，而这种营销则是更简单的粗放式的数据分析，但这对于传统百货行业已足够，配合WIFI连接或其他认证信息如微信，在店面为中心的400米范围进行，新客户端与老客户端不同的近景推送，更确保所传达信息直接连接用户端，其使得传统百货行业由大而空的促销直接转型为消费产品内容生产方与用户社会化公关方，由于通过数据的捕捉，用户也会呈现出不同的形态，根据不同群体的用户在近景范围内推送不同的有效内容，这会线上数据与线下数据结合的关键，这就是有感知推送。 < /p >
< p > the transformation of the traditional department store industry has to go through these three hurdles, and these three levels are also progressive. According to a single point, it is impossible to achieve breakthroughs. It is impossible for O2O to achieve breakthroughs. More importantly, O2O pushes the traditional department stores into the front of users instead of a brand in the department stores. The traditional department stores' repositioning of their brands and the awareness of the Internet will gradually become the key to transformation, and the O2O mode is the three thing for the traditional department store industry to gradually improve cross-border experience, brand positioning and data application. < /p >