Physical Department "Double Line" Integration Trend Breakthrough

< p > < strong > Parkson WAL-MART retail giant shut down shop < /strong > /p >
< p > May, No. 277, Quancheng Road, prosperous commercial street, Ji'nan. Ji'nan Baisheng, which has just opened two years ago, is the gate of "iron general". The announcement of the Parkson group posted on the glass door of the main entrance shows that "since the strategic adjustment of the group has been made, it has decided to close the shop formally since May 5th and stop operation." < /p >
< p > from the grand opening of April 2012 to today's gloomy exit, it has caused a lot of vibration in the industry. It is understood that Parkson is located in Changzhou, Jiangsu new North stores also officially closed in May 20th, this will be Parkson closed nearly sixth years in the past two stores. < /p >
In April, the international retail giant WAL-MART closed its store in the main city of Hangzhou, becoming the seventh WAL-MART store closed in mainland China since March. < /p >
< p > according to the statistics of the China National Business Information Center, the retail sales of key large retail businesses in 2013 increased by 9.1% over the same period last year, and the growth rate slowed down 1.1 percentage points over the previous year, the lowest since 1999, showing the embarrassment of the traditional retail industry. < /p >
< p > industry insiders say that at present, it is normal for physical retail enterprises to close stores. Last October, WAL-MART announced the three year plan for its development in China, one of which is to close 9% of the number of Chinese stores through market assessment. In addition, since last year, the news of Carrefour, < a href= "//www.sjfzxm.com/news/index_c.asp" > Shenyang < /a > Yi Shi Dan, Dayang department store and Shanghai Guang one hundred goods has been exposed, and the physical retail industry has encountered unprecedented challenges. < /p >
< p > strong > homogenization, electricity supplier impact entity < a href= "//www.sjfzxm.com/news/index_c.asp" > department store < /a > /strong > /p >
< p > it is understood that the total business area of Ji'nan Parkson is about 40 thousand square meters. Although it was located in the high-end brand at the beginning, its small volume of "innate deficiency" made the number of big brands in the mall less, and at the same time, it lacked the characteristics. The few restaurants, leisure and other formats were also "chicken ribs", and consumers could not stroll so much that they had not been popular since opening. < /p >
< p > Zheng Liangyu, deputy general manager of Limited by Share Ltd group of the Ginza group and general manager of Ginza department store, said that at present, the problems of homogenization competition in many department stores are serious, the location of goods is inaccurate and the service is not in place, which has become the main reason for the development. At the same time, wages, utilities, and decoration costs are rising, and the profit margins of department stores are decreasing. < /p >
< p > in sharp contrast to the weak sales growth of large retail enterprises, the rapid development of electricity providers in recent years. The China e-commerce market data monitoring report 2013 released by the China Electronic Commerce Research Center shows that the scale of online retail transactions has reached 18851 billion yuan, an increase of 42.8% over the same period last year. < /p >
< p > although some traditional stores have become the "fitting rooms" and "display cabinets" of the electricity suppliers, and even cause people's worries that the department store industry may be completely replaced by electricity providers, Zheng Liangyu believes that although the impact of the electricity supplier is very strong, the electricity providers will not break through the traditional retail industry. Compared with the electricity supplier, the entity department store still has three advantages: brand, experience and resources. < /p >
< p > Zheng Liangyu introduced that now consumers are not only satisfied with shopping, but they need multi-level shopping enjoyment. At the same time, many brands have been using online and offline commodity differentiation operation. Although the price of brand merchandise is low, many of them are not new. Therefore, the traditional department store industry can fully foster strengths and circumvent weaknesses, and still has vitality. < /p >
< p > < strong > multi industry development and < a href= "//www.sjfzxm.com/news/index_c.asp" > "double line" integration < /a > /strong > /p >
< p > by the end of 2012, Wang Jianlin, chairman of Alibaba's board of directors and chairman of Dalian Wanda, had publicly made a bet of 1 hundred million. It is predicted that after 10 years, the share of the electricity supplier will account for 50% of the retail market share. Today, Alibaba shares Yintai, Wanda to enter the electricity supplier, online and offline complementary advantages, accelerate the integration of O2O mode in the retail industry is already the general trend. "E-commerce will not replace traditional business, but only who can develop better." Experts believe that in the face of the development of mobile Internet, traditional retailing industry needs urgent transformation and upgrading. The entity department store industry will become a complex of leisure consumption with great potential for development. "Shopping centralization" promotes the transformation of retail industry, forcing the development of department stores to pluralism and multi industry. The reporter saw in the shopping mall of Ginza, Ji'nan, which is on the ten road of the Ginza, where shopping, catering, entertainment and leisure are available. There are both concentrated restaurants and cinemas, large outdoor sports areas, and all kinds of fashion brands. Since the end of 2010, the business has been popular. < /p >
< p > nowadays, the "electricity supplier thinking" is deeply rooted in traditional retailing industry, and it is striving to move towards "win-win" by speeding up deep integration on the offline line. At present, physical department stores are also actively trying to cooperate with large Internet Co, analyzing customers through big data, making precise marketing, providing targeted commodities and services for different needs of different customers, making precise counterpoint, and seeking to fuse the trend on the offline line. < /p >