O2O Improve The Full Coverage Of Traditional Department Stores Under The Foot Of The "Double 11"

From the 50 million yuan in 2009 to 35 billion yuan in 2013 and then to 63 billion 700 million in 2014, the speed of Taobao's "double 11" sales has been rising for 6 years.

Meanwhile, in the first half of the year, the total sales volume of 72 domestic retail enterprises increased by only 2.48% compared with the same period last year, while the net profit of the 60% retail enterprises was negative. At the same time, the main retail enterprises closed 158 stores in the country, making the most of the history. In this way, the electricity supplier will divert the real business customers and become an indisputable fact.

When the annual electricity supplier carnival comes, the traditional physical retailers who want to "fight back" are quietly brewing a panic buying rush. In November 11th, reporters visited a number of traditional department stores and shopping centers in Chengdu, and learned that in addition to previous price wars, businesses have not only improved their shopping channels this year, but also worked hard on the compound experience.

　　 Shop floor:

Dating parties attract popularity.

"You can have 11 yuan steak today, and it's not limited." On the 11 day, in a nearby office building near Chunxi Road, the news spread rapidly between Miss white-collar and colleagues, and the fever of "about steak" also directly followed the sharing of "double 11" results. Reporters learned that the origin of the "steak storm month" campaign launched by a restaurant in Fuji square is actually part of its "double GO" activities during the "double eleven" period.

There is no doubt that the entities that have no absolute advantage in price have realized that the commercial experience atmosphere, the interest and appreciation of the environment are the key to the guiding role of people in providing consumers with a touchable and trying shopping experience. During the double eleven period, the "South Korean TV drama hero and heroine trials" were also held at Raffles square; the Wangfujing department store's "wild Gemini" personal custom service and the 3rd Anniversary Fashion footprint Art Gallery; and the Chengdu international financial center's "IFS love in the stars" dating party attracted a lot of popularity for the shopping malls.

"Compared with the online shopping of" Le Le Le ", this way of shopping with social activities is more attractive to me, which is also impossible for online shopping. At noon on the afternoon of 11, at the scene of the Sao Ling band rehearsal in the Wangfujing department store atrium, Mr. Li, a Chengdu citizen who was attracted, told reporters.

It is worth noting that during the double eleven period, these experiential activities also play a significant role in guiding consumption. For example, Chengdu international financial center's "IFS love in the stars" dating party, despite claiming "11. 11" this year, bid farewell to the "chopped hands party", and concentrate on the list, but the reporter noted that "consumption of 3000 yuan in the shopping mall" has become one of the ways to participate in activities. In addition, the "happy GO Sheng Hui" activities in the Raffles market, 11 yuan for watching movies, drinking coffee and playing games also need to purchase 611 yuan, 1111 yuan and 2111 yuan on the same day.

　　 Price Fight: 1 yuan for 2 yuan, 100 counters to 40 percent off.

Compared with the biggest killer of the electricity supplier during the "double 11" period, "the absolute low price", the entities are also making an issue on the price, vowing to compare with the electricity supplier.

Reporters visited found that the major department stores in Chengdu early in the morning against the electricity supplier "double 11" to take measures to deal with, many entities business began in November 1st, discount sales, 10 days ahead of the electricity supplier, in order to expect to occupy the market.

Like the first group buying Festival launched by the department store in Wangfujing, in from November 6th to 11th, 100 special counters were selected to create special group buying activities. The discount was as low as 6 to 15% off. At the same time, the autumn and winter accessories festival was launched. The shoes for men and women were 300 yuan and 60 yuan in cash. Some brands were 300 yuan and 100 yuan in cash; while the Baisheng shopping center also launched targeted activities such as "Parkson 11.11, fashionable clothes 1 yuan when 2 yuan flower" and other activities. Among them, some clothes were promoted by "1 yuan for 1 yuan", and the discount was less than that of the... The price difference with online shopping, low discount, also let these activities counters crowded.

In a physical store, the reporter saw that some people still choose to buy on the spot after comparing the price of a coat phone. The citizen said, "although the Internet is more affordable, it may be highly imitated online. Online and offline price gap is not large, in physical stores to buy, you can also enjoy more services and experience. There is no doubt that the problems of online shopping products exposed in quality assurance, logistics speed and after sales service have become the inevitable weakness. In a random survey, respondents who bought goods in physical stores for similar reasons were not in the minority.

　 Transformation: O2O Perfecting the full channel coverage

Market analysts believe that "double 11" from the initial Alibaba Festival, to the electricity industry carnival, and then to the entity business is involved in the whole business system of shopping holiday, "win win" has always been the main meaning behind it. Jiang Peng, general manager of NAI nested real estate in Chengdu, looks at the fact that the electricity supplier will have a greater impact on the retail trade in traditional businesses, but the electricity supplier will definitely not destroy traditional businesses.

As a matter of fact, physical shopping malls have gradually realized their own advantages. In addition to reducing the proportion of department stores and increasing the proportion of catering businesses such as catering, parent child and leisure, they are also trying to participate in, actively layout the O2O camp, and strive to do a good job of full channel coverage.

Reporters learned that at present Chengdu Almost every major department store has a network sales platform. Wangfujing department store, Renhe Spring and so on have been "electric shock". The marketing combination boxing formed by the entity store + online shop + WeChat service platform has passed through "double 11", so as to rush to eat electricity supplier cake to add strength. While developing its own online business, actively moving the online passenger flow down the line has become another secret.

Take Wangfujing department store as an example. During the activities, customers can spend 1000 yuan (including 1000 yuan) in a single store, and then receive a 500 yuan coupon from a member of the Wangfujing online shopping mall. In addition, online consumption is a super value service experience of the entity store. A customer can get a free experience ticket at the shopping mall at the Wangfujing online shopping mall, where he can get the gold full court sign Xiaolong Bao free experience ticket. As a comprehensive online and offline advantage, Suning also breaks the unilateral promotion, fully opens up the online and offline payment, and regards the store as the first portal for the selected commodities. The strategy of online and offline mutual response is obvious.

"In addition to cater to the change of customers' consumption habits, there is another important reason why electric providers are to make online stores as media, as a platform to publicize their brands." A famous brand owner of a famous brand in Chengdu said.

The latest research report released by the China Chain Store Association, "traditional retailers' online retailing" (2014), confirms the trend of the rapid development of traditional retail O2O. According to the report, in 2013, there were 67 hundred top 100 enterprises in the traditional retail business, with a net increase of 5. In addition, traditional enterprises are more diversified in developing online retailing. When they build their own platform, they can also import existing ready-made traffic and expand sales channels by entering a large business platform.