It's the last day in 2019. In this year, the industry was full of twists and turns, the mobile Internet traffic dividend bottomed out, the retail consumer market sank, and the Internet growth encountered a bottleneck; 5g commercial, new applications and equipment are gradually emerging, and a new service ecology is taking shape

Bye, 2019.

Towards 2020, we are eighteen years old.

The timing changes. In the new year, Yimei softcom will continue to work with you to build a dream.

Part XV why is the transformation of department stores difficult under the new retail wave?

In the new wave of retail innovation, there are various forms of innovation related to supermarkets, convenience stores and small formats, but the performance of large department stores continues to decline and are forced to transform and adjust, but the transformation effect of most stores is not ideal. Why is it difficult for large department stores to transform? What is the resistance behind it?

1、 Person: the management team is lack of innovation

In the new retail era, we have always emphasized the concept of "people and freight yard", but people not only refer to customers, but also include sellers or management teams. The thinking and preferences of enterprise sellers and decision-makers directly affect the business logic and philosophy of enterprises. Compared with the emerging retail enterprise team, there are still some problems, such as the older middle and senior management team, the lack of follow-up young strength, and the lack of learning cognition.

2、 Goods: fuzzy business model positioning

Although many large department stores have exquisite and beautiful layout, they have large investment, difficult maintenance, and even do not match their business products. Many department stores are still quite vague about their own business model, including the positioning of target groups.

At present, most of the emerging retail formats are separated from Shangchao department stores. In terms of fineness, all kinds of professional stores are more professional and convenient, but the traditional department stores still maintain a comprehensive business model, which is easy to fall into an embarrassing situation in the face of the impact of new retail.

At present, most department stores still focus on the solidified brand combination mode of make-up and jewelry on the first floor, women's wear on the second floor, men's wear on the third floor and sports on the fourth floor, but this business model has been difficult to adapt to the changes of current consumer demand, so Department stores need to clarify their own target positioning in the face of transformation.

If the target is urban white-collar workers, you may need to eat, drink and play Tesco content combination. If the target is business people, you may need to pay more attention to the functional combination of social scenes. If the target is young women, teenagers, middle-aged and elderly groups, you should adopt different brand combinations.

Therefore, in the transformation of department stores, we should first clarify our own target consumers. According to the demand characteristics of consumers and the actual situation of the business district, we should focus on the relevant contents to meet the living needs of target consumers, and move from the traditional brand combination to the functional combination.

3、 Field: the degree of digital operation is mixed

With the popularity of the network, more and more stores realize the importance of network platform and digital intelligent channel, but the actual landing effect is different. Some stores are quite perfect in terms of field access, coverage and even user feedback, while some stores don't even have basic member contact tools.

Digital application is the general trend. For traditional stores that want to transform and upgrade to new formats, it is urgent to solve the application problems of digital. The current retail industry focuses on marketing customers and realizes the digital operation of all channels and scenes. Therefore, based on the combination of multi brand stores, if department stores want to have a comprehensive transformation, they must open up marketing and build a complete and integrated marketing system.

Marketing communication between different brands can realize mutual drainage between different functional brands. For example, catering brands can share traffic with fashion brands and leisure brands, and can also share other store resources on the basis of their own membership system, which need to be expanded on the basis of digital operation, customer digitization, marketing digitization Digitization of commodities to achieve all channels and all scenarios.

Therefore, to solve the problem of difficult transformation, department stores should pay attention to the resistance of all links of people and goods yards, and clarify the key direction of department store reform: change the traditional operation thinking, clarify the positioning of target groups, and build a complete digital marketing system.