Online And Offline Sales "Sad Happy Record"

Mr. Zhu, the operator of a shop, worked in almost all the holidays during the "eleven" golden week. Unlike previous years, this year's "eleven" sales increased by 100% year-on-year, which made him tired and happy.

According to the data released by the Shanghai Municipal Commission of Commerce, there are 456 large and medium-sized cities in Shanghai during the "eleven" period. business The more than 5000 outlets of the company achieved operating income of 7 billion 93 million yuan, an increase of 17.6% over the same period last year. It is worth noting that the growth of virtual shopping such as TV and Internet has been growing rapidly. The holiday sales of some online shopping enterprises have increased by nearly 10 times over the same period.

　　 Holiday home culture promotes online shopping

"We are selling clothing online, and in the past, we would make it a holiday. Sales volume Down 40% or even 50%, but this year's "eleven" period, our sales are slightly higher than usual, equivalent to an increase of 100% over the same period last year. Mr. Zhu believes that the influence of "holiday home culture" and the rise of CPI enable him to make a big profit during the holidays.

The growth of physical retail industry is relatively steady, but the increase is not large. In Shanghai department store, there are 30 shopping centers and 85 houses. Department store Commercial buildings respectively realized sales of 1 billion 257 million yuan and 2 billion 395 million yuan, an increase of 20.5% and 18.1% over the same period last year. Supermarkets and convenience stores and hypermarket sales increased by 16.6% and 5.4% respectively. By contrast, the sales growth of TV and online shopping in "eleven" holiday is very high, ranking the highest in all formats. The 7 day sales of Dongfang TV shopping exceeded one hundred million yuan, an increase of 34.4% over the same period last year. Holiday sales for online shopping companies such as Internet and Jingdong mall increased by nearly 10 times and 84.8% respectively, while the number of Pepsi shopping and Bailian E city also increased significantly.

From the point of view of the unit price, the single consumption of online shopping consumers no longer stays in the range of tens to hundreds of yuan. Marceau, a shopping mall, said that during the National Day promotion, there was a "online shopping emperor", with orders amounting to nearly 30 thousand yuan.

　 Physical retail needs transformation

"In terms of mode, online shopping does not require stores. Low cost makes the online shopping price of similar products lower than that of physical retail stores at least 20%~30%." Yang Yongshi, President of Asia's platinum (Asia) Co., Ltd. pointed out that despite this, the physical retail industry is not without opportunities. Since the competition price is no longer an opponent of online shopping, the offline shopping mall must seize the opportunity in the service and one-stop experience.

"People need to communicate and communicate. Virtual shopping can not meet the needs of people in the real world. Therefore, the real business must highlight the unique functions under the line design and additional services, increase the interaction between people and people, such as setting up efforts in restaurants, cinemas, or giving consumers more on-site experience on goods. Differentiated development with online shopping. " Yang Yongshi analysis.

According to the Shanghai commercial information center, the main shopping and shopping experience of the main retail entities has been completed for 29 days. The business income of 469 commercial enterprises and 6250 commercial outlets has reached 23 billion 285 million yuan, an increase of 17.1% over the same period. Among them: retail business realized sales of 22 billion yuan, an increase of 18.5% compared with the same period last year, stimulating catering enterprises to achieve a turnover of 1 billion 285 million yuan, an increase of 9.3% over the same period last year.

　 Challenges of online shopping

Online shopping is not at all challenging at the same time. Some online shopping enterprises reflect that during the holidays, Taobao, Jingdong mall and so on will require merchants to participate in low price promotion, which reduces the profit margins of the originally low price merchants.

"Not only that, human resource cost control is also a big problem for online shopping enterprises." Miss Lin, who is engaged in the online women's clothing business, admitted that although online shopping does not require rent, it needs a large number of online customer service personnel and warehouse clerks in the backstage warehouse. At least 70 thousand tally clerks and more than 20 online customer service are required for the online shopping enterprises whose scale is at a scale of $70 thousand ~10 a month. Due to the long working hours and heavy physical expenditure, the monthly salary of tally clerks has risen to 3000 yuan, and the monthly salary of customer service has reached even more than 5000 yuan. This undoubtedly gives the online buyers a lot of cost pressure. {page_break}

What makes online shopping more difficult is logistics, which is also the crux of physical retailers' difficulty in developing online shopping. "Generally speaking, we are responsible for the third party express. Now the express cost is rising fiercely. During the" eleven "period, the courier company that worked with us unexpectedly increased the price by 20% without giving notice to us, which is unacceptable. Mr. Chu said indignantly.

"Online shopping is still in a period of rapid rise, especially those who are unable to open stores in remote cities. They will choose the mode of online shopping. But they must take a far sighted view. Today's performance does not always mean that online shopping should also consider whether to increase customer entity experience and control logistics costs. Otherwise, once there is a problem in the capital chain, online shopping enterprises will also face a crisis." Yang Yongshi pointed out.