How Do Traditional Department Stores Conduct "Dislocation War" With E-Commerce Enterprises?

"P" from the successful operation of the Taobao network "double 11" promotion, caused by the e-commerce large-scale promotion after the war, the normalization of sales promotion has become a major feature of the business enterprise.

In the face of the electricity supplier's "conquering the city", the traditional retailers are also unwilling to lag behind.

Unlike the promotion of a single category of products by e-commerce enterprises, traditional retailers often sell cosmetics from jewelry to jewelry and then to < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > a target= "_blank" href= "//www.sjfzxm.com/" > shoes > hat > digital and even catering to play a full set of boxing.

From the point of time, the traditional retailers do not catch up with the "double 11", "520" and other man-made "holiday" period. Instead, they choose the middle node and promote the "dislocation war" with the electricity supplier.

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< p > reporter learned that from June 9th to 12, Hua Guan, a retail company in Nancheng, Beijing, launched a large-scale "mid year promotion" and launched a "dislocation war" with the "520" promotion of the former electricity supplier.

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< p > it is reported that the stores involved in this promotion include Hua Guan's Liangxiang, Changyang, Zhuozhou, public welfare bridge and other major department stores.

For each business area and consumption environment, each store has a "300 gift 200 gift gold card" or "full 200 return 200 gift gold card" preferential activities.

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< p > from the perspective of participation in the category, clothing, jewelry, watches, cosmetics, household appliances, digital and other categories all take part in the promotion.

Among them, clothing less than a target= "_blank" href= "//www.sjfzxm.com/" > dress less than /a, shoes, children's clothing, bags, bedding, furniture, toys and other commodities to participate in activities of not less than 90% of the proportion.

At the same time, different stores have different promotional features.

Take the public welfare Bridge store of Hua Guan department store as an example, customers spend a total of 666 yuan on a single bill, give a gift worth 50 yuan, and give a gift worth 1266 yuan for 100 yuan.

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< p > catering is a major feature of Hua Guan's large-scale sales promotion.

Reporters learned that, in order to match the department store sales promotion, Hua Guan's department store dining area 30 percent off ~8 discount.

In addition, in addition to the Department Store consumption full amount of coupons, and at the same time, 10 yuan of restaurant vouchers can be used for cash consumption in the restaurant counters, thus solving the problem of dining after shopping.

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< p > large scale promotion in mid year is not one of Hua Guan group.

Paris, a Shanghai department store, launched its summer offensive in spring.

On May 24th ~26, Paris spring launched a large scale discount through "99 reduction of 60" and other activities, and on the basis of 99 of the designated department stores' clothing, 50 of the total consumption reached a certain amount to give Samsung GalaxyS4.

In addition, customers can enter the game link and draw lottery tickets by scanning the two-dimensional code without consuming.

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< p > in the face of the current situation of the retail industry with normal sales promotion, how does the traditional department store conduct the "dislocation war" with the electricity supplier enterprises? < /p >

< p > first of all, on the time node, business enterprises often make use of festivals or create festivals to find "gimmicks" for promotions.

The traditional retailers rely on their business conditions and give sincere feedback to customers.

Secondly, in the promotion and promotion, e-commerce enterprises are good at making good use of the hot spots of the Internet to "rush to the market", such as "double 11" and "520".

Traditional retailers are more "low-key" and focus on internal.

Again, in the category of participation, e-commerce enterprises mainly take a certain kind of single product as a breakthrough point, while traditional retailers take part in promotion with all kinds of products, and play a combination of "sea, land and air" full coverage.

Finally, from the perspective of social impact, the business enterprises mostly use the promotion as a gimmick to clear up the inventory, while the traditional retailers mostly give back customers to the customers.

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< p > "the essence of promotion is not simply low price, but to let consumers get tangible benefits, so as to drive the sale of peripheral commodities."

A retail expert said so.

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