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?

　　在這里說是在線上、線下，但現(xiàn)在這兩條路是那么分明嗎?早年間我們在設(shè)置報道目標(biāo)時，總習(xí)慣分為國內(nèi)、國際，但現(xiàn)在地球都變“村子”了，國內(nèi)國際還是兩個市場嗎?網(wǎng)絡(luò)也是一樣，下面的要上去，上面的也想下來，誰不愿兩條腿走路?誰又能只靠一條渠道活著呢?想到這里，又跟那位做零售的朋友做出這樣的提議：想沾上點(diǎn)網(wǎng)絡(luò)美好前景?能不能在店里劃個區(qū)域，專門給網(wǎng)絡(luò)品牌一個下線的平臺?這些品牌在網(wǎng)絡(luò)上FANS眾多，下了線“游戲”也會不少，增加特色，吸引新的消費(fèi)群，分享網(wǎng)絡(luò)熱點(diǎn)，何必一定要上網(wǎng)呢?天天為引入什么樣的特色品牌犯愁，為不知道怎么跟網(wǎng)絡(luò)爭用戶苦惱，為什么不讓網(wǎng)絡(luò)中的美好，在現(xiàn)實(shí)渠道里集中展示呢?有難度!追問原因?其實(shí)也簡單，線下品牌加入淘寶陣營，錢是品牌出，銷得好利益共享，不好，網(wǎng)絡(luò)商也沒什么損失，而線上品 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.