Department Store's Online Shop Ideal

　　 Tmall On the line for two years, this new channel mode has been praised by many business experts, and has brought a new stream of topics. The ten days after launching the independent domain name, with a carefully planned promotion, brought the shock of traditional business to an even more astonishing degree. After seeing the promotional results of the double eleven Festival released by Taobao, she immediately shared the news with a friend who worked in a department store. Her first reaction was: "gosh! The Internet is really promising!" this sentence can be taken off. It is estimated that it is a reflection of the sales volume of 930 million. It also reminds her that she has to go to the full sprint stage several months ahead of time in order to improve her performance in the shop every year. She can not sleep at night and try to figure out how to calculate the number of brands and allow more points to take part in the activities. But even so, the annual sales performance created by the annual sales anniversary is so insignificant compared with a promotional activity in Taobao mall.

"Tradition" Department store Is it possible to do business online? "This is the second question raised by friends. Looking at the transaction figures created by Taobao mall, it is definitely not a professional retailer who does not want to be tainted with the value of the network. But is the department store's ideal whether or not to have it? How can it be realized? Most of the customers around have entered the "Taobao". Most of the mainstream VIP around them are driven by fashion to online shopping. Department store It has already become a colleague.

But will the impact of new Internet channels really break the traditional department store? Speaking of these, I think of a news teacher training years ago that the teachers in the class are very impolite to say that the traditional media will be replaced by the new media in the future. In contrast, the traditional department store employees must be at the same time as we were in the classroom.

Since the emergence of new media, the market of traditional media has not been completely broken up. Instead, behind most of the new media, there are always the "big guys" in the traditional media, who are experienced and innovative. The birth of new things has stimulated the spread of channels and patterns.

The same is true for commercial channels. Offline and online consumers are only spending a lot of money, and the final result is commodity trading. For traditional department stores or brand enterprises, there are many different modes of networking. Rich and energetic, such as Yintai department store, have a "network son", and independently develop new horizons in the new channel to compete with all the big Internet operators. There is no way to deal with them. There is no energy and no strength to exchange ideas, learn from the clever tactics of network marketing, and integrate into the physical shops. Who can say that you have no innovation spirit? Afraid that you will rush to catch up with the so-called trend, and get a website or web page to say that you have also done e-commerce, or stick to the old ways, and always feel that you have done the best. What is the new channel with me?

　　在这里说是在线上、线下，但现在这两条路是那么分明吗?早年间我们在设置报道目标时，总习惯分为国内、国际，但现在地球都变“村子”了，国内国际还是两个市场吗?网络也是一样，下面的要上去，上面的也想下来，谁不愿两条腿走路?谁又能只靠一条渠道活着呢?想到这里，又跟那位做零售的朋友做出这样的提议：想沾上点网络美好前景?能不能在店里划个区域，专门给网络品牌一个下线的平台?这些品牌在网络上FANS众多，下了线“游戏”也会不少，增加特色，吸引新的消费群，分享网络热点，何必一定要上网呢?天天为引入什么样的特色品牌犯愁，为不知道怎么跟网络争用户苦恼，为什么不让网络中的美好，在现实渠道里集中展示呢?有难度!追问原因?其实也简单，线下品牌加入淘宝阵营，钱是品牌出，销得好利益共享，不好，网络商也没什么损失，而线上品 The brand enters the department store, accounts for is the limited space, can not produce enough flat efficiency, the loss is not only the brand, but also the department store. In fact, it is not surprising that a department store has such concerns. Who makes the online brand even sell one hundred million, but always put on a small workshop? But this concern is not only a hint to the online brand, but also a long way to go online and offline. It is also a warning to the traditional department stores in putting online stores into action. They sell things, others sell well, and they may not sell themselves better.

"Ideal" is necessary, but understanding is the premise of action.