Unlike the past passive acceptance of the baptism of online carnival days, this year's traditional retail began to take the initiative. Chaoyang Joy City, Yintai Commercial and so on have online and offline interaction with Tmall, while home stores and other organizations have resisted online shocks.
Phenomenon: two days of ice and fire
Just after witnessing the "60 hours without fighting" scene at Chongwenmen New World, the consumer Chen received a message from "Chaoyang Joy City" that "11.11 is coming! Zhengda Guangming copy number!" During the “Double 11†period, the mall will disclose the item number, which consumers can copy at will. In addition to the public copy number, Chaoyang Joy City will also take a look at the Tmall "Double 11" offer on the same day, as long as you go to the store to scan the cooperative brand QR code to get the brand's voucher in Tmall. This was impossible in previous years. The merchant found that after the consumer copied the goods and went home, he would stop or coldly entertain customers with signs of copying the goods.
In the view of Wenjuan, deputy director of the promotion department of Chaoyang Joy City, online shopping has become a trend. Chaoyang Joy City is not strictly guarded against it or has always maintained a confrontational attitude. For the final passenger flow of the shopping center, etc. Can not achieve an ideal result. In this regard, Chaoyang Joy City began to re-examine itself, and the advantages of rich comprehensive experience format and service quality are unmatched by e-commerce. Therefore, Chaoyang Joy City believes that shopping centers do not have to form a competitor relationship with e-commerce, and both parties need to become partners and share customers. “Some of this customer base will be online, and some habits must be met offline.â€
Before the Chaoyang Joy City announced the fitting room, Yintai Commercial Group had already approached Tmall and decided to open two online and offline retail giants O2O tour this year's "Double 11". Yintai Commercial will invest in 35 offline stores to support Tmall "Double 11".
Compared with the positive attitude of traditional retailers, home stores are not only squinting but also resolutely resisting. It is said that a number of home store executives have ordered that merchants are strictly forbidden to ship orders for the factory on other e-commerce lines; mobile e-mail machines that are not allowed to use e-commerce will be 10 times more once they are found to be confiscated. The amount is fine. If it violates the rules twice, it will be cleared directly. Not only that, the 19 largest chain stores or regional hypermarkets in China's home furnishing industry jointly signed the "Opinions on Standardizing E-Commerce Work", which clearly stipulates that "the store cannot be disguised as an offline experience place."
Cause: Pattern dispute
In fact, the home market for the e-commerce business is ultimately concerned about the sales channel. At present, the online purchase of home products is limited, and a large number of consumers need to select the experience offline. Therefore, if the online sales cannot create too much sales, the home store will be very concerned about the loss of sales, payment methods, etc. . At the same time, in the home store, brand dealers often do not open chain stores directly, but are set up by agents at all levels. The direct benefit of the agent comes from local sales. If the brand joins the “double 11†promotion, the sales of the agent will be directly affected.
Shopping centers are different, and passenger flow is a top priority for shopping center operators. Theme activities and promotions will surely drive a large number of consumers to eat, drink and play. This will also bring a lot of positive effects to the shopping, dining, leisure and entertainment formats of the shopping malls, and increase the turnover of various formats. Guo Zengli, director of the China Shopping Center Industry Information Center, believes that Chaoyang Joy City has a very complete set of functions. For shopping centers, the most important is passenger flow, followed by turnover. Wen Juan said that after the launch of the copy number campaign, there were not many consumers who actually tried to copy the number. Most consumers would buy it directly after they tried it. "This activity has gained a high degree of attention on Weibo and WeChat. It can also be seen from comments and forwarding that opening the copy number to consumers also adds to their goodwill for physical business."
Lai Yang, secretary-general of the Beijing Business Economics Association, believes that different business entities have different situations and their resources and capabilities are different. This also gives them a different attitude towards the “Double 11â€. For the shopping center, it is necessary to create or hold an atmosphere and activities that can attract consumers through “making a festivalâ€. A large number of passengers must contain business opportunities, and this year just happens to spend more than "Double 11" on weekends, which also allows many businesses to start the "Double 11" war ahead of schedule. For home stores, the consumer population is mainly dominated by consumers, and the festival has a weak influence. At the same time, some merchants will also have a negative psychological response because they do not have specific solutions and countermeasures.
Way Out: Fusion Development
In the reporter's interview, both the department store, the mall operator and the e-commerce executives maintained the same attitude toward the future development direction of the online and offline. They jointly believe that the two sides must be mutually integrated and developed in the future.
Regarding the current resistance of home stores, Guo Zengli believes that if the home store can transform the business attitude similar to the shopping center, and bring more experience to consumers, the effect will be more ideal. “The attitude of physical retailing to e-commerce should not be a boycott, but a method that takes advantage of the situation. From the retail industry itself, businesses need to adapt to consumers rather than change them.â€
In the eyes of shopping center operators, in fact, e-commerce has not brought too much impact on shopping malls with rich portfolios. According to Wen Juan, since the year of Chaoyang Joy City, passenger flow has increased by 30% and sales have increased by 50%. However, Wen Juan said that for the e-commerce, Chaoyang Joy City will make some adjustments in the future investment, and it will prefer the quality brand with higher unit price, and reduce the introduction of brand owners with basic models and low customer prices. . But the reduction does not mean complete removal, but the shopping center needs to distinguish between the goods and the line, so that the two can maintain relative differentiation. At the same time, the shopping center is also considering cooperation with online brands, introducing online brand experience stores to help them carry out the brand.
In Guo Zengli's view, at present, the physical commercial competitiveness is too poor, and the overlap with e-commerce products is too high, which will lead to the strength of low-cost e-commerce. Guo Zengli believes that the independent viability of e-commerce is not necessarily strong. The dual combination of physical business and e-commerce in the future is the general trend of enterprise development. "The development of both sides still needs to rely on physical business, plus the channels of e-commerce, the right to choose to be handed over to consumers." In the future, there may be a number of e-commerce companies that rely on physical business to be more competitive.
Reporter's notes
"Double 11" is not a game
It is not a traditional festival, and it does not have any profound commemorative significance. However, the “Double 11†that is now being created by e-commerce is no longer just as simple as Singles Day. It has become a consumption carnival and a “damageâ€. The game of unfavorable self.
In the short-term, shopping centers and department stores directly do e-commerce or cooperate with e-commerce platforms, and more are to supplement sales channels. This kind of operational thinking will help but will not turn the tide, it is difficult to resolve the current situation of weak physical retail. In the long run, whether it is a shopping center or a department store, it is necessary to strengthen the introduction of a full-scale experience format from the spirit to the body and mind. Today's shopping malls are no longer just a function of shopping, more places to go to parties, relax, entertaining, and even a place for business negotiations. However, any transformation requires a process, and shopping centers and department stores need to change step by step.
However, both e-commerce and traditional retail operators often overlook the most important point. The consumers they care about don't really care about buying offline or online, but care about who can provide low cost and convenient way. It gets products and services. Which side can provide, consumers naturally lean toward it.
For merchants, they should not entangle the sales channels that are physical or online. They should think more about the needs of the target customers, and how the merchants should provide consumers with the most benefits. In fact, the maximization of consumer interests is the maximization of the interests of the business.
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