Department store "touch net" new trick

Since November 2013, Ningbo New Hualian Commercial Building and Yintai Department Store have launched this brand-new shopping method: try it out for free at home, buy it or not.

Relying on "Lou" to win business opportunities

Open the "shopping bar", is like entering a virtual mall, the page is classified by brand, like a counter, Xinhualian more than 40 brands, Yintai 80 brands stationed, a total of nearly 100,000 products.

In the 30-year-old Zhuang **, 20 "vero mode" clothes were booked at the "shopping bar." “Now, basically two or three times a year in shopping malls, the children are always unable to walk.”

There are still many "busy families" like Zhuang **. The first guest of “shopping on the street” is a 30-year-old white-collar worker. He only has one day off every week. Many times he just wants to stay at home and does not want to go out, but he still wants to buy clothes.

Traditional shopping malls have "defects", and online shopping is also not satisfactory.

"The models on the shop photos look nice, and they don't wear them at all." "How is this kind of fabric, and the work can't be tolerated!" "The goods have been back for 15 days, and they haven't gotten it yet..." It was the 28-year-old Li Mei's online shopping that was bothering her. She had no idea. Although she bought cheap goods on the Internet, she was “indifferent” and wasted money.

"The current mainstream shopping is not perfect in experience. We just want to 'leap the leak'," said Ye Weiya, the person in charge of the operation team of Hangzhou Handy Network Technology Co., Ltd. In order to ensure the quality of service, they arranged for more than 10 deliverymen, uniform dress, open smart delivery for customers, usually within two hours can be delivered to customers. Successfully received more than 1,000 orders within a month.

Rely on "service" to break through

"Last year's increase in sales was only 7%!"

This figure puts pressure on Wang Qunzhi, the planning department of Xinhualian Commercial Building. In previous years, all the statements were double digits, and since last year they have all increased in single digits.

"There are many reasons for the decline in sales, but the outbreak of online shopping is definitely an important factor." A counter staff member said, a lot of customers tried the clothes, looked very satisfied, that is not to buy, asked the price to go Now. Since her own women's brand has also been sold online, she has lost a lot of tourists over the past few years.

Looking at the Ningbo Tianyi commercial district, 13 shopping malls, large and small, resorted to the trick of “crowding” to grab customers. Over the past few years, although the spending power of residents has continued to increase, the days of traditional department stores have not been easy.

According to data from the China Department Stores Business Association, the annual sales of 81 large and medium-sized department store retailers surveyed totaled 228.27 billion yuan, a year-on-year increase of only 8.92%, which is significantly lower than the average growth rate of 16.5% before 2011.

“We are also looking for ways to transform traditional shopping malls.” Wang Qunzhi introduced that, for online shopping, the Xinhualian commercial building also fights double 11 and double 12 with Taobao Tmall, as well as free vifi access to commercial buildings. The new model of “shopping on the street” now is to extend from the original customers to the door-to-door delivery and to seize the “enhance customer shopping experience” to attract customers.

Wang Qunzhi frankly stated that although the cost of sending a single bill now reaches about 20 yuan, and the monthly online turnover is less than 100,000 yuan, this accounts for only a small part of the average daily turnover of 1 million yuan in the mall, but Growth is progressing at double speed and the outlook is optimistic. The number of client users who have “shopped in the street” is nearly 40,000, and the transaction rate is over 90%.

It seems to seek outsurance at a large cost, but "shopping will become a lifestyle and leisure, shopping is only incidental, and providing customers with a richer and more exciting shopping experience is an inevitable trend."

Rely on the "network" to change the chain

The impact of e-commerce has played a huge role in the differentiation of traditional shopping malls. Those who often visit the mall may find that shopping malls have begun to gradually reduce the number of dress counters, and increase the number of formats that can increase customer experience and extend the length of stay, such as leisure bars, recreational areas, and so on. There are also shopping malls that have launched their own online stores.

However, in the eyes of Wang Qunzhi, many offline companies simply “touch the net” and “go online” are not desirable. Traditional shopping malls sell online only, but at the most it is another Taobao, but the traffic and popularity of Taobao cannot be matched, because the business model is even more difficult to match the low price of Internet vendors.

The change of the network factor to the traditional commercial buildings should not only be a shock.

Recently, the Xinhualian Commercial Building is sorting out the brands in the commercial buildings and preparing for the upcoming “single product management”.

“Now 'shopping on the street' receives a list, and we sometimes have to go to counters to verify the quantity and size of stocks. After 'single product management', these tasks can be done with just a click of the mouse.” Wang Qunzhi also saw through. Big data brought about by changes in commodity management models. The new Hualian Commercial Building envisages integrating these valuable data to become the carrier of personalized marketing for the new Hualian Commercial Building. “Simply put, we can intuitively use this data to see the sales of various brands and models. With the accumulation of data and continuous integration, we can configure the best inventory structure, display structure, and even the factory to produce in the future. Which style can be obtained from this data, which really shortens the information gap between production and sales."

Draw a simple road map to illustrate. The purchase and sale process of the original clothing is: production companies - agents - sales companies - customers, and in the future with "big data", the industry chain has fallen: "consumer demand" to sell to our shopping malls, shopping malls to feedback demand For manufacturers, the initiative is in our hands. This will change the industry's industrial chain."