Department Stores Accelerate Shopping Center

After nearly 10 years of development, the traditional large general department store is now in a state of saturation.

Under the condition of serious brand homogenization (above 60%) and intensified competition in the same industry, traditional department stores are not only impacted by the strong impact of e-commerce, but also faced with intensified competition in many formats, such as the rising of new retail forms, and the sharp cold wave of operating costs such as human resources and rents.

In addition, as the level of consumption increases, consumers' shopping habits change, and tend to diversify their shopping experience.

Against this background, in order to cope with the new market structure, the traditional department stores want to create similar shopping experience for consumers by means of all effective means, such as introducing fashion brand flagship stores, expanding shopping malls and upgrading shopping malls, experiential elements, etc., or gathering rich formats and functions to meet the needs of consumers.

The shopping center is made up of a large group of buildings.

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Because of its bright and relaxed shopping environment, rich format matching and diversified intimate service, it is becoming the most popular consumer or leisure place.

As far as function is concerned, shopping centers are far more than traditional department stores, and have gradually replaced them.

Therefore, it is imperative for traditional department stores to survive in competition.

In other words, the future department stores (thematic reading) will increasingly be injected into shopping mall elements and eventually form a comprehensive department store featuring shopping centers.

This feature is mainly reflected in the "one shopping, pleasure day, beer and skittles" and "meet the family's full day service and all aspects of enjoyment", that is, shopping, entertainment, culture, education and catering in one.

In the future, department stores will develop in the following three directions, forming shopping centers: first, shopping centers that enhance the development of multiple formats; two, "thin" as the department stores in shopping centres, and one of the main stores and formats of shopping centers; three, the community is first oriented to the trend of shopping in the community, so as to obtain the space and time for survival and development in the first and second tier cities.

The large-scale application of new technologies such as mobile Internet is an irreversible change, which has more and more profound impact on the lifestyle of consumer groups.

Against this background,

In recent years, with the rapid development of our country, most physical retailers, especially traditional department stores, have received a strong shock. But at the same time, more and more department stores have begun to pay attention to and test the construction of online platforms.

For example, in 2013, Nanjing central shopping center and Tencent jointly launched micro life to build cloud central application platform, uploading goods, privileges and services information.

At the same time, the seamless connection of the membership system is achieved so that members can enjoy membership discount without membership card and get integral and consumption information.

In addition, through intelligent customer service, to achieve one to one interaction with customers, booking activities and other functions.

For example, in 2014, Wangfujing department store held Tencent to promote WeChat shopping and build WeChat public platform.

At the end of payment, Wangfujing department store has formed cooperative relationship with WeChat payment and paypal.

The effective rule of the department store to adapt to the competition of the electricity supplier is its own electric business: on the one hand, it can move part of the business that can be completely electronic commerce to the Internet; on the other hand, it should strengthen the offline experience function and combine it with online promotion and sales.

In the new wave of "touch net", online and offline is not an alternative relationship, but a mutual promotion to accelerate convergence.

Among them, the online shopping convenience is the advantage, and the shopping experience is the core under the line.

On the basis of their own store network and brand advantage, department stores can not only satisfy consumers' online browsing, offline experience and online order buying behavior through self built electronic business platform or joint Internet company, but also bring consumers who are smart, interconnected and autonomous into a closely linked sales closed loop. They can also help traditional department stores resist strong enemies and achieve overtaking in corners.

In short, the future pattern of online and offline complementarity will be presented perfectly in department stores.