Guiyang'S Traditional Department Stores Seek To Integrate Into The Trend Of The Trend.

< p > these days, Zhang Kai, the manager of e-commerce market of Xingli department store, is busy with the official website of the group e-commerce. "Expanding the market of the electricity supplier market is one of the ways for the group to deal with the impact of the electricity supplier, and will inject more vitality into the development of the group."

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< p > for the traditional department stores like Zhang Kai, the "fierce electricity supplier" is a topic that can not be turned around.

According to the data provided by the Municipal Bureau of Commerce, the total retail sales of social consumer goods above legal persons reached 20 billion 242 million yuan in the first half of April this year, an increase of 12.9% over the same period last year.

The growth rate dropped by 3 points compared with last year. The main reason is the slowdown in the growth of traditional department stores.

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< p > "e-commerce can not replace traditional department stores, but the traditional department store has become an inevitable trend."

Fu Ying, deputy director of the marketing department of the Municipal Bureau of Commerce, said that nowadays, the a href= "//www.sjfzxm.com/news/index_c.asp" > Guiyang < /a > the local traditional department stores are developing in the direction of diversification, multi format "shopping center" and "urban complex", and strive to achieve differential competition with the electricity supplier.

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< p > < strong > 1, the trend of growth slowing down < /strong > < /p >

It is an indisputable fact that the development of traditional department stores has slowed down P.

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< p > the information released by the Ministry of Commerce shows that in the first quarter of this year, the development of 4300 department stores in China slowed down, with an increase of 0.4 percentage points slower than that in the fourth quarter of last year.

Since May, Baisheng Shandong Ji'nan store and Jiangsu Changzhou store in traditional department stores have been closed for a long time.

"A href=" //www.sjfzxm.com/news/index_c.asp "> electricity supplier < /a > ferocious is the culprit."

For a variety of reasons, the traditional department stores have no secret.

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< p > similar to the national situation, the development of Guiyang native a href= "//www.sjfzxm.com/news/index_c.asp" > traditional department store < /a > also shows a slowing trend.

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< p > according to the statistics of the Municipal Bureau of statistics, the total retail sales of social consumer goods above the legal person enterprises in the city reached 20 billion 242 million yuan in the first half of April this year, an increase of 12.9% over the same period last year.

"This growth rate has dropped by 3 points over last year, the main reason is the slowdown in the growth of traditional department stores."

Wang Wenhua, director of the Municipal Bureau of Commerce and regulation, said that although the growth rate of the city's retail sector is still increasing this year, the growth rate is decreasing.

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< p > for this reason, Zhang Kai, one of the representatives of Guiyang's traditional department stores, has also felt the marketing manager of Xingli department store.

The frequency and amount of credit cards such as diamond cards, gold cards and silver cards in Xingli department store showed a continuous decline.

Zhang Kai said: "usually we can not see the impact of e-commerce on us, but the decline in membership cards, we have to consider the impact of e-commerce on the star power."

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< p > < strong > 2 hard won results < /strong > < /p >

< p > however, this trend of slowing growth is still the result of the pformation and upgrading of Guiyang's traditional department stores.

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< p > in the past one or two years, in the face of the impact of the electricity supplier, the local traditional department stores such as Chi Cheng and Xingli try to intervene in the field of electric business, or adjust the product structure of the business, or extend their tentacles to a relatively small area of the electricity supplier's impact.

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< p > "the growth of sales in the first quarter of this year depends largely on jewelry stores, which makes us both happy and worried."

Li Congyu, the store manager of the cross store at Chi Cheng, said that in the face of the menacing electricity supplier, Chi Cheng Department store had already dealt with it.

Among them, in 2012, Zhicheng Department store has opened up a special area of 1000 square meters of jewelry, and strive to high-end consumers comfortable consumption.

"This adjustment is differentiated competition, and some non sensitive commodities with low market sensitivity are the main business, thus making up for the disadvantage of fast moving products under e-commerce."

Li Congyu said that at present, Chi Chi department store plans to build "Han Xiang Street Complex" to cope with the impact of the electricity supplier.

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< p > different from the structure of Zhicheng Department's adjustment and management industry, Xingli general merchandise department should respond to the direction of adjusting the shop opening.

According to Liu Rui, manager of marketing department of Xingli department store, in the next two to three years, Xingli group will add new stores in Southwest Guizhou and Qiandongnan. "Although e-commerce will not completely annex traditional department stores, it will not be overlooked. If we do not seek to respond to pformation, we will have a hard time in the future."

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< p > < strong > 3 the trend of double line fusion < /strong > < /p >

< p > "in the long run, the feedback mechanism of rapid pformation and development can not withstand the impact of e-commerce."

Fu Ying believes that at present, the problem of homogeneous competition in local department stores is serious, and the costs of wages, water and electricity are rising. In the face of the competition of virtual stores, traditional department stores are obviously at a disadvantage.

If we are just looking for pformation and development, the competition between traditional department stores and electricity providers is not enough. The traditional department stores in Guiyang should accelerate the operation of the electricity suppliers and realize the "double line" integration.

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< p > in fact, China World Trade Center department stores began to try the business of electronic commerce as early as last year, but for many reasons, the trial water finally ended.

"Website operation maintenance and opening publicity costs, coupled with the lack of professional personnel, hand in the electricity supplier is not easy."

China World Trade Center department store e-commerce director said.

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< p > today, Xingli department store has set foot in the road of electric business.

In April of this year, 9 enterprises entered the Guiyang international e-commerce Industrial Park, and Guiyang Xingli department store group was on the list, opening the door of e-commerce.

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There is still a long way to go for P.

Zhang Kai said, opening the official website of Xingli department store, all kinds of links on its homepage are mainly based on product online display, product information release and various activities posters, thus guiding consumers to enter the physical store for shopping, and initially realize the integration of online and offline.

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Li Congyu, P, thinks that compared with the electricity supplier, the entity department store still has the advantages of brand and experience, especially for the elderly and children.

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< p > "traditional department stores have become the trend of e-commerce, but sales of physical stores are indispensable."

Li Congyu said, at present, many physical department stores try to cooperate with Internet Co, combined with the current big data analysis, do a good job in precision marketing, seek integration on the offline line, and achieve a breakthrough.

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