Home >

Department Store Spanactions Account For Only 1% O2O.

2014/7/26 21:02:00 31

Department Stores Online Spanactions O2O

July 23rd, according to the research report released by Eri consulting, the online trading volume of Chinese chain department stores reached 3 billion 960 million yuan in 2013, accounting for 1.1% of the total spanaction volume of chain stores, accounting for 0.2% of the total a href= "http://? Www.sjfzxm.com/news/index_c.asp" > online shopping market < /a >, accounting for 0.5% of the total B2C market. 
 this is in sharp contrast to the large scale offline sales of traditional department stores. As a matter of fact, the traditional department stores online that have been "electric shock" for many years have been in a state of spending money and hard work. Zheng Liying, an analyst with ARI, believes that although the days of traditional department stores are not so good in the past few years, the most important sales channels are still online, the online investment is not big, and the joint model brings difficulty to the single product management, and it can not compete with some comprehensive electricity suppliers. But since last year, the concept of O2O has been difficult to achieve the expected results because most of the enterprises have taken the top-down spanformation and the difference in the branch shop to increase the marketing difficulty. 
 traditional < a href= "http:// www.sjfzxm.com/news/index_c.asp" > department store < /a > spanaction scale is only 1% /p >
 Ai Rui report shows that the growth of chain store sales is not only less than two consecutive years of retail sales, but most enterprises have not made much progress in their online business. 
 Zheng Liying told reporters that the sales volume of Yintai network of Yintai department store in 2013 reached 5.9% of the total sales volume of the group. It is already the best report card handed out in the industry after "electric shock". 
Zheng Liying analysis shows that on the one hand, the traditional department stores mainly conduct shoes and clothing, but in these two categories, the cats and vip.com have done a good job; on the other hand, on the price, the traditional department stores have no obvious advantages of electricity supplier; third, the department stores mainly adopt the joint mode, which is characterized by the homogenization of the operation brand, and now more and more brands are also beginning to infiltrate online, while the brands have more advantages in product lines, SKU (inventory units) and backstage systems. The development of traditional department stores has more than one competitor. 
At P, foreign department stores are very different. Reporters found that in 2011, the US retailer Staples (Staples) network sales accounted for 42.4% of the group's total sales, and Sears and Messi department store accounted for nearly 10% of the total sales. 
 > a href= "http:// www.sjfzxm.com/news/index_c.asp" > Zheng Liying < /a > told reporters that on the one hand, unlike the domestic department stores, the proportion of foreign department stores is very high, and they have many private brands, not only the gross profit is very high, but also conducive to the absolute control of commodity operation; on the other hand, many foreign department stores are self-produced, and even buy out the management rights of a brand, and the homogenization of the brand of each shopping mall is greatly weakened. This uniqueness will also bring good results to their online sales. 
 O2O is difficult to break through. /p >
Since P last year, the concept of O2O has made Xujiahui, Wangfujing, Tianhong shopping malls, friendship shares and other related stocks rise sharply. But from a realistic point of view, there is no prospect of optimism. 
 for the actual drainage effect of O2O, the director of O2O Department of a large department store in Hunan told reporters that she was reluctant to talk more about it, only indicating that the whole industry was still groping for it. 
 Ai Rui report points out that the spanformation of traditional department stores O2O faces multiple challenges. First of all, many traditional department stores have low level of informationization, which shows that the expansion of management, suppliers, inventory, sales and other systems is weak, and it is difficult to support the integration system of all channels. Secondly, the difference between branches increases the difficulty of marketing. The differences between the branches of traditional department stores are mainly regional differences and scale differences. Under the O2O mode, the unified marketing mode is difficult to meet the needs of customer differentiation. Third, under the mode of joint operation, traditional department stores do not have the right of commodity pricing, and their control over brands and commodities is becoming weaker and weaker.