"Double 11" Big Cake Solid Retail Industry Will Not Let The Electricity Supplier Enjoy Exclusive Ownership.

The physical retailing industry has gradually learned a lot of Internet - based play, from discount promotion to service experience, to the use of App - side drainage, "

The big cake is no longer owned by the electricity supplier.

Online Carnival has gradually pformed into a gluttonous feast shared by online stores and online stores.

Borrowing power

After "double 11" detonated e-commerce sales for eight years, the entity retailers gradually responded, and first started selling from the "double 11".

Jiang Qiping, Secretary General of the information center of the Chinese Academy of Social Sciences, has said that every 6% of the merchandise pferred from the offline to online will result in a 50% drop in the profit of the offline store, while the "double 11" sales of hundreds of millions of sales will fall.

According to the reporter, in the retail market of Beijing, many famous retailers such as Wuming, Hua Guan, Carrefour, China World Trade Center and other famous retailers launched activities such as discounts, promotions, experience consumption and other shopping activities to attract customers during the "double 11" period. Hua Guan's shopping and sending activities launched on the "double 11" day were cut to around 4 p.m., and the sales volume of Hua Guan shopping center grew 238.46% over the same period.

Besides,

At about 11 o'clock on the day of "double 11", the external announcement activities were sold out, and customers could go to the offline stores to choose preferential commodities.

Public information shows that "double 11" all day, UNIQLO line next door passenger traffic doubled.

UNIQLO and other fast fashion only focus on the latest trend trend. UNIQLO is concerned about the quality of the brand concept. UNIQLO will advocate the "LifeWear" slogan, interpreted as high-quality, fashionable and affordable, comfortable everyday clothes.

UNIQLO has not only made outstanding achievements this year, but last year's "double 11" also won the top of Tmall's clothing list, attracting consumers not only "routine".

UNIQLO also increased investment in fabric procurement and slowed down the renewal cycle of clothing styles, providing consumers with simple basic daily clothing, requiring higher level professional knowledge, experience and unique designer inspiration.

In June of this year, the fast selling group of UNIQLO parent company was ready to pform UNIQLO into the direction of high quality clothing brand and get rid of the fast fashion brand image that only focuses on fashion trends, and devotes itself to the design and production of high quality clothes.

From the performance of "double 11", UNIQLO's product improvement has won many consumers' favor.

The quality of brand is the strong guarantee to attract passenger flow.

put a spin on sth.

"Eight years of Resistance War", let entity retailers learn from it, and many retailers are gradually upgrading to become a platform by borrowing platform.

Shopping experience has become the most important part of retailing. To meet the needs of customers' diversity is the key to gaining market share.

Zheng Wanhe, chairman of the Wangfujing department store group, has said that consumer demand is the deciding factor, and department stores can meet the needs of consumers' fashion and personality.

On the day of "double 11", Wanda's reliance on Wanda Plaza's passenger flow, as well as the online platform's flying App, increased 36% of the total sales volume of 40 Wanda Department stores nationwide, the average daily passenger flow of department stores increased by 15%, the national sales net growth rate reached 107%, and the passenger flow grew by 48%.

Wanda Plaza has always had a good image, environment and location and a large number of passenger flow, and can create more business and earn more money for merchants. Therefore, many cooperative businesses have maintained close cooperation with Wanda for a long time, and some international luxury brands have also chosen to follow the pace of Wanda. At the same time, Wanda has also implemented unified management and differentiated treatment for cooperative businesses, set clear entry conditions and assessment standards, and established a huge brand library system, which is divided into three, six, nine, etc, and implemented different cooperation policies and control modes.

Based on strict management, Wanda Commercial area is heading for the whole country, and now it has attracted the attention of the whole world.

In 2016, the "double 11" entity won more than one or two winners.

Internet, experience and lifestyle editing are the changing direction of the physical market.

The store business is facing new challenges. The rainbow mall is constantly adjusting the mix of shopping malls and shopping centers.

Tianhong shopping center has a "online rainbow" platform and a retail micro life service "Rainbow", which has been developed to provide online and offline one to one shopping guide service shop.

Tianhong mall handed in a beautiful pcript, the company's overall revenue grew by 57% over the same period.

It is understood that the Tianhong mall will move 50 professional studios to the physical stores, shooting the buyers for the customers.

Shopping malls and shopping centers in Shenzhen introduce scenic theme experience, shopping, leisure and appreciation.

The sales of mobile terminals on Tianhong emporium account for about 80% of total sales, while mobile terminal sales increase by 120% over the same period.

Reverse

Every year, "double 11", the protagonists are all electronic business platforms. In the eyes of the outside world, the online shopping Carnival has created a new wave of sales frenzy, breaking the record again.

But a set of data released by Accenture showed that with the advent of the experiential consumption era, consumers showed signs of "return to the physical store".

Especially in the products that consumers do not know very well, the on-site experience and shopping guide service experience of stores are important guarantees for the physical stores to counter attack.

At present, enterprises have taken the lead. Su Ningyun, Wanda, Wumart and so on are all exploring on the road of O2O. But insiders have analyzed that the enterprises that can effectively integrate online and offline are still few, and the cost of investment in construction is also very high.

Wang Yongping, Secretary General of the China commercial real estate alliance, said that online and offline competition only through "price" is of no competitive significance.

At present, the homogenization of retailers and suppliers in the retail market is very serious. The impact of e-commerce is only a catalytic factor in the physical retail season. The real business can not only compete with the electricity supplier in the "double 11" period.

Under the line of physical retailing, it is necessary to introduce experience formats to attract customers, but experience formats also need to be distinctive, otherwise they will be useless.

On the day of "double 11", the opinions issued by the general office of the State Council on promoting the pformation and pformation of entity retail were officially released, giving a warm stream to the physical retail industry which has not yet passed the cold winter period.

The opinion points out that physical retailing should promote the integration of online and offline businesses, establish standards and regulations that meet the standards of integration and competition rules, and guide entities retail enterprises to gradually improve the level of informatization, integrate the advantages of logistics, service and experience under the line with the online business flow, capital flow and information flow, and expand the intelligent and networked layout of the whole channel.