< p > < a > href= > http://sjfzxm.com/news/index_z.asp > > /a > in the first quarter, the growth rate of retail sales of 100 major large retail enterprises in China reached the lowest level in the same period in eight years. Among them, as a major branch of the retail industry, the life of traditional department stores is very difficult. According to Shanghai business information data, sales of 40 large and medium-sized department stores in Shanghai in the first quarter decreased by 9.6% compared with the same period last year. At the same time, in the listed companies, Hangzhou's 100% revenue fell by 20.56%, while the net profit of Nanning department stores fell 88.19%. < /p >
< p > the traditional department store industry is also troubled by the rising cost. Its biggest increase comes from the increase in manpower costs. In 2012, the wage increase in department stores was close to 15%, the highest in recent years, and 3% in 2013. This allows brands to pass on labor costs to consumers, so we can see that the number of price tags for every season is rising. < /p >
< p > because the market is slowing down, the electricity supplier is raiding, the function of SHOPPINGMALL is strong and the cost is rising, the transformation of traditional department stores is difficult. Therefore, the traditional department store industry has to go through three hurdles to help it successfully complete the transformation, which involves not only the O2O field, but also whether it can survive the risk period. < /p >
< p > strong > 1, < a href= "http://sjfzxm.com/news/index_z.asp" > User < /a > connection and transboundary experience mode < /strong > /p >
< p > traditional department stores have made considerable profits for a long time because of their land rent pattern. Traditional department stores pay more attention to activities and promotions, brand names and rents, etc., and partly because of the impact of electric business, some department stores also help their own operators to help themselves with unskilled electricity providers, but the results are mostly poor. O2O is not an upgraded version of the electronic business. Any online or offline mode is designed to connect with users. The closer users are, the more beneficial it is to contact with users. 大多數(shù)百貨在處理這一問(wèn)題上，會(huì)非常迅速的選擇通過(guò)WIFI的搭建，產(chǎn)生與用戶連接的可能，但WIFI 連接之后卻顯得尷尬與無(wú)力，為何如此，就是因?yàn)閭鹘y(tǒng)百貨難以處理好跨界之局，線下跨線上之界，線上跨線下之界，用戶的逗留時(shí)間通常會(huì)產(chǎn)生更多消費(fèi)的可能，在跨界之處，用戶的體驗(yàn)也分為線上體驗(yàn)與線下體驗(yàn)兩種模式的混合體驗(yàn)，線上體驗(yàn)須配合線下定位來(lái)進(jìn)行營(yíng)銷，線下體驗(yàn)須配合線上所提供完善娛樂(lè)與活動(dòng)內(nèi)容來(lái)普及認(rèn)知，傳統(tǒng)百貨業(yè)通過(guò)兩者的綜合才可完整的呈現(xiàn)其原來(lái)未有營(yíng)銷模式與體驗(yàn)層次，而心態(tài)也是越要開(kāi)放，就比如設(shè)計(jì)更多的休息區(qū)，更多的路邊咖啡傘，讓用戶通過(guò)移動(dòng)端隨時(shí)體驗(yàn)線上便捷與快速，用線下承載互聯(lián)網(wǎng)的免費(fèi)意識(shí)，用線上承載線下的體驗(yàn)與服務(wù)。 < /p >
< p > strong > two, < a href= "http://sjfzxm.com/news/index_z.asp" > Community < /a > and community breakthrough point < /strong > /p >
＜p＞　　傳統(tǒng)百貨業(yè)在因其根植于心得“地產(chǎn)”運(yùn)營(yíng)模式，導(dǎo)致其各個(gè)企業(yè)之間定位的差異性并不大，這也導(dǎo)致了在各個(gè)區(qū)域內(nèi)消費(fèi)會(huì)被分散，而特定需求與特定群體的消費(fèi)也會(huì)被弱化，傳統(tǒng)百貨業(yè)需通過(guò)自身的定位來(lái)進(jìn)行擴(kuò)散，并通過(guò)線上與線下體驗(yàn)的邊界來(lái)規(guī)劃出屬于自身的用戶群體，而非折扣至上大而同一的做法，大而同一的戰(zhàn)術(shù)方式更適合SHOPPINGMALL，他具備全面的實(shí)力進(jìn)行對(duì)抗，而傳統(tǒng)百貨行業(yè)里有部分屬于連鎖性質(zhì)，在細(xì)分單品管理不利的情況之下，按區(qū)域細(xì)分用戶群，則是另一條出路，單品管理對(duì)于傳統(tǒng)百貨行業(yè)來(lái)說(shuō)，涉及面太廣，本身對(duì)于CRM的要求也過(guò)高，傳統(tǒng)百貨行業(yè)如遞進(jìn)此種職能，改造成本遠(yuǎn)超定位成本，從各個(gè)區(qū)域著手，定位音樂(lè)時(shí)尚百貨、藝術(shù)街區(qū)百貨、工作休閑百貨、度假親子百貨等等，以社區(qū)或社群的方式重新定位用戶與自身，反 It seems that the rhythm is faster, and the user's needs are always overlapped. < /p >
< p > < strong > three, offline data collection and online close push < /strong > /p >
＜p＞　　線上的MAC地址會(huì)成為線下數(shù)據(jù)收集的一種常用方式，這對(duì)于未連接WIFI的用戶可以直接測(cè)量其人流量、逗留時(shí)間、新老用戶比例，美國(guó)百貨業(yè)也早已運(yùn)用其模式來(lái)進(jìn)行運(yùn)營(yíng)層面的無(wú)感知測(cè)量，而國(guó)內(nèi)環(huán)境不同于傳統(tǒng)百貨無(wú)法進(jìn)行單品管理，對(duì)于線下數(shù)據(jù)的收集更多側(cè)重于營(yíng)銷層面，而這種營(yíng)銷則是更簡(jiǎn)單的粗放式的數(shù)據(jù)分析，但這對(duì)于傳統(tǒng)百貨行業(yè)已足夠，配合WIFI連接或其他認(rèn)證信息如微信，在店面為中心的400米范圍進(jìn)行，新客戶端與老客戶端不同的近景推送，更確保所傳達(dá)信息直接連接用戶端，其使得傳統(tǒng)百貨行業(yè)由大而空的促銷直接轉(zhuǎn)型為消費(fèi)產(chǎn)品內(nèi)容生產(chǎn)方與用戶社會(huì)化公關(guān)方，由于通過(guò)數(shù)據(jù)的捕捉，用戶也會(huì)呈現(xiàn)出不同的形態(tài)，根據(jù)不同群體的用戶在近景范圍內(nèi)推送不同的有效內(nèi)容，這會(huì)線上數(shù)據(jù)與線下數(shù)據(jù)結(jié)合的關(guān)鍵，這就是有感知推送。 < /p >
< p > the transformation of the traditional department store industry has to go through these three hurdles, and these three levels are also progressive. According to a single point, it is impossible to achieve breakthroughs. It is impossible for O2O to achieve breakthroughs. More importantly, O2O pushes the traditional department stores into the front of users instead of a brand in the department stores. The traditional department stores' repositioning of their brands and the awareness of the Internet will gradually become the key to transformation, and the O2O mode is the three thing for the traditional department store industry to gradually improve cross-border experience, brand positioning and data application. < /p >