The Embarrassment Of Traditional Department Stores Is "Weak Connection" With Both Ends Of Supply And Demand.

When the loneliness of traditional department stores has become an indisputable fact, a phenomenon that can not be overlooked is that the service of physical department stores is still very low compared with that of developed countries.

Although it is not related to the "five streams" phenomenon, but Professor Chen Xinkang of Shanghai University of Finance and Economics, who has been engaged in retailing research for a long time, thinks that the traditional department store's operation mode is the crux of the supply side and the consumption side between supply and demand.

"The commercial service industry is both a supply side and a consumption side."

Chen Xinkang believes that business has the dual attributes of the supply side and the consumer side. It is a bridge between manufacturers and consumers. However, at present, the traditional management mode of our traditional department stores is not only a bridge, but sometimes a ravine.

When the business service industry is on the side of the supply side with the manufacturers and goods, the relationship between the traditional department store and the consumer side is now "weakly linked".

Compared with traditional department stores, online shopping is not only a huge commodity, but also a big data analysis platform.

Using big data,

We can know the age, gender, income, preferences and consumption trends of consumers, so as to help manufacturers realize the purpose of selling products and selling products.

The understanding of consumers in traditional department stores is still at a vague stage.

Although many department stores are competing to issue membership cards to "lock" high net worth customers, compared with the strict real name registration system of foreign department stores, membership customers can enjoy the "generous treatment" which is completely different from ordinary customers, domestic department store membership cards are nothing more than a discounted discount card.

At the beginning of this century, with China's accession to the WTO, the retail industry was open to the outside world, and foreign department stores were rushing to Shanghai. The traditional department stores in China used the same way as foreign counterparts, and launched the buying system, the buyout operation and the introduction of retail brand.

But for more than a decade, the domestic business enterprises can not read these "western classics". Even if their own brand management has gone a bit larger, the highest level has not exceeded 10%, far below the international average level of about 30%.

In traditional department stores, the name brand is sparse.

Where does the problem lie? Chen Xinkang believes that this is because the vast majority of traditional department stores still adhere to the business model which began to become popular in the 90s of last century, and become the "two landlord" who leads factories into stores.

The establishment of a professional buyer team to carry out buyout operations requires talents with international vision.

We also need to thoroughly understand the hearts of consumers.

Does the traditional department store have the courage to be "trial and error" instead of being "two landlords"?

You are also the "two landlord", and I am also the "two landlord". The development of Shanghai department store has led to the result that thousands of shops are hot.

What is even more unthinkable is that in recent years, some department stores in Shanghai began to try the so-called "chain operation", which accelerated the "cold winter" of traditional department stores.

When talking about the reform of supply side, Chen Xinkang put forward the business source which can not be ignored.

How can customers be motivated to consume without the intimate contact between salespersons and customers?

Ask the vast number of salespeople to master the psychology of customers. People who come to 100 stores are different from supermarkets.

The latter has strong directivity, and many of the former are loiter and kill time.

At this point, the salesperson needs to master the consumption psychology, so that the passers-by has the desire to walk in and see.

Two ask the vast number of salesmen whether there is a wealth of commodity knowledge? Today, department stores and small household electrical appliances counters as an example, because of the high gross profit margins, most of these counters sell imported kitchen and household appliances, such as ovens, coffee machines, dishwashers, multi door refrigerators, sweeping machines, window cleaning machines, etc. the coffee machines that can "pull flowers" are often two thousand or three thousand yuan and can be turned to 360 degrees light ground sweeper, and five thousand or six thousand yuan is not unusual.

These commodities are just beginning to enter the sight of ordinary consumers in China.

Detailed introduction.

In fact, there are not many salesmen who can tell these goods thoroughly.

Many salesmen are still 90 years old. At home, they do not sweep the floor, do not cook.

Professor Chen once studied in Japan for many years. He appreciated the Japanese style of service. "In the eyes of the Japanese, life can never be rough."

The "100 day marketing" of the new world city has reduced the exaggerated cry of the old "buy to send" and "buy vertical reduction".

Xu Jiaping told reporters that as early as 20 years ago, the new world city launched the "no reason to return" for Hushang business to be the first to eat crabs.

After 20 years, the return rate is less than 1%.

Some of the former "activists" returned to the "silly" of the new world and became loyal customers.

In Chen Xinkang's view, "China's consumption structure is changing from commodity consumption to service consumption, from the survival oriented consumption to the development oriented and enjoyable consumption, and from the stage of imitation wave type consumption to personalized, diversified and quality-oriented consumption. In this stage of change, service must change the former paction orientation, for the whole process of passing through the past events, and change the opposition between buying and selling, which is the sharing of consumption knowledge and consumption pleasure.

As long as there is a day in the department store, strengthening services is always the last word. "