Sitting On The Right Track: How Does The Traditional Shopping Mall Of The Electricity Supplier Rush Upstream?

In 2013, the traditional retail industry was still "chill". Under the fierce attack of the electricity supplier, the traditional retailing industry seemed to be safe and stable for the winter. Yes, the challenges faced by traditional retail businesses are multiple and even unprecedented. Rents are rising, consumption is weak, and new channels are squeezing. Besides, the acceleration of urban pace of life, congestion of traffic and trend of consumption and entertainment make consumers weaken the entertainment function of traditional retail channels, and the demand for convenience is enhanced.

The traditional retail industry is waiting to die, and it will surely face collapse. Adjustment and change have become a top priority.

　　 No price difference brands are welcome.

　　 Old Buddha of Paris Liu Yongjie, senior project manager of China department store

The impact of electricity suppliers on department stores is undoubtedly great. There are three points for the Department to plan for the theme and format of the brand. First of all, learn to bring forth the new, the department stores should develop innovative thinking, and have more humane and personalized products. Secondly, to improve service, the most important weakness of online shopping is its service. For example, the retail format of department stores, including catering, can not be sold on the Internet. The rest, such as shoeshine, hairdressing, haircut and other industries, also require attendants and customers to have at least 10~20 minutes to communicate, and this is the process of service.

Why are there few successful cases of traditional retailing in the electricity supplier? Shopping centers and department stores should reflect on the difference between themselves and network operators. What it lacks is attitude and enthusiasm. Online shopping is a chicken in the eyes of most traditional retail businesses, and has not received real attention. The last point is to increase retail experience in department stores.

Department stores do not welcome brands with different prices on line. Department stores are selling profits, and shopping centers earn profits by rents. This is a fundamental difference. If sales are to be profitable, it is necessary to sell goods in all stores to increase sales. For example, Louis Vuitton and Gucci are overseas, and Chinese consumers are queuing up. But in China World Trade Center and Yintai, no one is buying packages because their brand strategy is different from those of foreign department stores. The price of the same package in China is 30 thousand yuan, and the bid price is 20 thousand yuan abroad.

　 Online and offline operation separately

Sun Yaqing, general manager of Pacific Business Management (Shanghai) Co., Ltd.

From the overall development of the electricity supplier, the goods have changed significantly. First of all, goods from standardized books and appliances are increasingly developing towards daily life. Secondly, the commonality of the entity store and the online store brand is higher and higher, and the brand covered by the online store has exceeded the traditional retail industry, for example, the total number of children's clothing brands in the shopping center is about 80, and the online shop basically covers all the brand of the physical store. The proportion of online shopping is increasing, and over 40 years old account for more than 20%.

Nowadays, consumers spend more time on online shopping. There is no doubt that online shopping is occupying the shopping hours of consumers in shopping centers or department stores. The electricity supplier covers department stores, shopping centers and electrical appliance franchised stores. The biggest impact is on electrical appliances stores, followed by department stores, the third is shopping centers, and the smallest is supermarkets. Combined with this phenomenon, the traditional retail industry should pay attention to the layout and planning of the business environment in the future overall planning or in the process of adjusting and changing, so as to create a good shopping environment for consumers.

The traditional retailing industry should pay more attention to consumers' preferences for certain commodities and make reasonable arrangements for different commodities. Today, the retail business covers two lines of business operation mode, from the perspective of operation analysis, online and offline should be done separately. Because online sales ideas are often very different from physical stores.

Whether online or offline, more lies in digging. If consumers pursue the price of real goods themselves, they may tend to buy online. But if the mall brings surprises to consumers in the course of commodity service, it will probably change the degree of recognition of consumption patterns.

　　 Traditional retail industry will continue to develop.

Qiao Yu, general manager of Beijing

The impact of e-commerce on retailing is inevitable. It is not time to shout "wolf" because the wolf is already in sight. The traditional retail enterprises must take corresponding countermeasures against the current situation of the electricity supplier. It is not the electricity supplier. The sales volume of traditional retailing department stores should drop, and the performance should be reduced, but this is indeed an inevitable trend.

How can traditional retailers improve ourselves? Experiential form 。 Whether in restaurants or cinemas, including the ice skating rink of shopping centers, the traditional department stores, including shopping centers, will inevitably increase this experience. To put it simply, it is the service that customers can get to know at the scene.

From the point of view of e-commerce, most middle-aged or young people usually buy some low priced goods because they think that even if the quality of the goods is not good, the loss is not great. In this respect, luxury goods still have great advantages. First, fidelity in physical stores is purchased, followed by return and credit. Therefore, for a long time, physical stores, whether department stores or shopping centers, will continue to exist and will continue to develop.

Whether in a department store or a shopping center, there is a difference between the price of the brand and that of the online shopping center. It can be said that the brand is irresponsible for itself. Please adjust the price of the store, or adjust the line. If you do not want to adjust, please re register, for example, do not call Pierre Cardin, called Dan card, so that the physical store is flexible, and will not affect the brand business.

　 Small and medium developers borrow the power network

Jia Yaoyong, deputy general manager of Ming FA group

Commercial real estate is always changing. If there is no impact of e-commerce now, will there be no adjustment and new planning? Faced with the changes of new formats and market environment, traditional retail businesses need to increase experiential functions and interact with each other. For example, Ming FA group combines tourism real estate with commercial real estate and makes a pirate ship in the central waterscape of the mall. In addition, we should pay more attention to the emerging experience of children, and make more efforts in increasing experiential and interactive communication.

It is undeniable that the homogenization of Chinese shopping center brands is very serious now. Many foreign brands are well publicized, just like familiar McDonald's and KFC, many consumers will naturally give preference. Developers often have less time under the new brand, and they should also pay attention to it in the future.

The traditional retail industry can combine online and offline, especially to provide a better e-marketing platform for small and medium-sized developers. To build a comprehensive wireless internet access system, each project will be a commercial website, which will reflect all the promotion products of small and medium-sized brand businesses, and help these small and medium-sized enterprises to achieve effective combination of online and offline businesses. For small and medium-sized businesses, it also needs support and support from developers and business operation management teams.

I have been in harmony for two years. Alibaba A brand is doing physical store negotiations, making a display shop in every tier city. Many successful e-commerce enterprises on the Internet, when developing to a certain stage of scale, also need to set up a physical store to reflect the strength and credibility of the enterprises. This may be a trend of development in the future.

So in general, e-commerce is both an opportunity and a challenge to traditional retailing. The key lies in how to combine the two effectively, so as to get more opportunities, success and development.