Three Main Tools For Traditional Retailing To Resist E-Commerce

"Double 11" this day,

Taobao joined together to achieve 19 billion 100 million yuan sales, almost equivalent to the annual performance of the top department stores in China.

At the same time, Jingdong mall, suning.com, Yi Xun and other electricity providers doubled sales growth, but also let traditional retail begin to be in the throats.

With the chairman and CEO Ma Yun of Tmall's Alibaba, the competition will shift from the electricity supplier to the traditional retailer. The competition between the two sides will enter a new stage.

However, Zheng Wanhe, chairman of Wangfujing department store, is optimistic about the future of the department store industry.

In his view, deciding whether or not the format exists is consumer demand. Department stores can meet the needs of consumers' fashion and personality, so they will not die out.

The electricity supplier wants to change the traditional retail life.

19 billion 100 million yuan.

This year, Alipay's total sales of "double 11" Tmall and Taobao have once again created a record high retail trade.

The "double 11" Singles Day promotion was first launched by Tmall in 2009, when the single day sales were only tens of millions of yuan.

After three years of development, not only Ali's Taobao, Tmall and Juhuasuan have all joined, but other e-commerce partners have taken advantage of it, turning "double 11" into a big day for the promotion of the whole industry.

It is reported that Tmall, Jingdong mall and more than 20 major electricity suppliers, this year, "double 11" total sales of more than 30 billion yuan, is two times more than last year.

Moreover, the ability of "double 11" to stimulate consumption is obvious to all. On this day, all the power of the sales channel chain has been mobilized from producers, retailers to logistics.

Correspondingly, 51.7% of the enterprises' net profits have declined in the department stores that have disclosed three quarterly reports.

The "double 11" promotion of electric business is undoubtedly exacerbated by traditional retail businesses.

Facing the achievements and anticipation of the future market, the eyes of the electricity suppliers are no longer just inside the electricity supplier.

Ma Yun has previously said publicly that Tmall shopping Carnival will be a signal of China's economic pformation, that is, the new economy, the new marketing mode of war, to fight the traditional marketing mode war.

Tmall should let all channel businesses know that the retail mode has changed.

Tmall CEO Zhang Yong also raised the meaning of "double 11" to a revolution of consumption mode.

Facing the constantly eroded market share under the impact of the electricity supplier, the traditional retail enterprises have already noticed and acted on it, trying to meet the revolution of the retail mode through strengthening their own advantages.

Brand of traditional retail capital

Tmall data show that "double 11" on the same day

In the TOP100 store statistics, the top three companies in the list are rash, silk, Yin man, and Korean clothes house, which are all built by their own brands. Although ONLY and ochirly sell well, they can only be left behind.

From the list, it is easy to see that with the acceleration of the development of e-commerce, its sales promotion has attracted more and more offline brands.

Nevertheless, most of the offline brands that join the e-commerce platform are some second-line brands that have been struggling for many years in traditional retail channels. Most of the major brands that the department stores rely on to survive are mostly not in the electricity supplier channel.

The industry believes that this is mainly due to the relatively low age of the target customers of the e-commerce platform.

At present, most high-end brands are not stationed in Tmall and other electronic business platforms. They still choose the traditional retail channels that are consistent with their positioning.

Despite the rapid development of the electricity supplier, the traditional retailing still has a strong advantage for the brand's retail business.

This brand advantage has also become the foundation for traditional enterprises to catch up and catch up.

According to the introduction of Wangfujing department store, the Wangfujing department store platform will be launched by the end of the year or early next year. It will rely on the brand advantage accumulated by the entity store. By integrating the existing brand resources, more than 300 brands and tens of thousands of single products will be sold in the online store.

Experience of traditional retail capital

Although the "double 11" period, the electricity supplier business has created a new sales record, but now the consumer's most emphasized experience is still the short board of the electricity supplier.

Correspondingly, traditional retail enterprises have an irreplaceable advantage in consumption experience.

Moreover, traditional retailing is continuously strengthening this advantage.

In the view of Zhou Qing, general manager of Beijing general merchandise department, consumers are not only satisfied with shopping, but they need multi-level shopping enjoyment.

This is also one of the reasons why shopping centers have entered the climax of construction.

Data show that China's current shopping mall is the largest in the world.

Previously, the Pacific department store as a traditional department store, because of poor performance in the final withdrawal from Beijing, it is related to its insisting on the positioning of old department stores, and not keeping pace with the times.

Therefore, in order to meet the needs of customer diversity, traditional department stores are gradually pforming into shopping centers covering department stores, supermarkets and entertainment.

As a representative of the old department store, the department store also completed the pformation of the shopping mall department store.

Zhou Qing believes that although the rise of electric business has a certain impact on physical retailing, the experience and comprehensiveness of traditional retail enterprises can not be replaced.

This is what electricity providers do not have.

Therefore, how to make use of this advantage is the key to acquiring market share.

Hao Yi, founder and President of diamond shopping mall in every gram, also said that the most important thing to do in retailing is the shopping experience of consumers.

Resources of traditional retail capital

The reporter visited more than ten shopping malls before and after "double 11" and found that in fact, the price is not only the advantage that the electricity supplier can play.

During the sales promotion of some large department stores, not only most brands participate in activities, but also some brand new products can be sold at a price of 40 percent off.

This means that with the promotion price of the electricity supplier, the new season will be available.

By contrast, though the price of the brand is low, many of them are not new ones, but are goods in stock.

It is understood that this year,

The continuous increase of volume makes enterprises feel unprecedented pressure of operation.

Data show that in the three quarter, the total stock of 43 home appliance listed companies in China was as high as 43 billion 734 million yuan, and 30 local listed companies were listed.

The stock in the first three quarters of the brand also reached 45 billion yuan.

According to the insiders, the "double 11" promotion of e-commerce has partly digested some inventory for manufacturers.

Li Gang, general manager of the first land Grand Canyon shopping center, believes that the pursuit of low prices is not the ultimate direction of development of retail enterprises. Consumers are pursuing low prices, but they also have different needs for the quality and style of their products.

Traditional retailing enterprises use their abundant supplier resources, store numbers and brand advantages, even if the new products of the season can also be sold at a discount price, thus forming their own competitive advantages.

Li Gang said that the traditional retail enterprises should keep pace with the times, grasp the sales promotion opportunities, give full play to their advantages, and tap the needs of consumers, so as to increase their competitiveness.