The Retail Industry Is Sluggish, And The Cloud Shop Is Born To Accelerate The Integration Of Online And Offline Businesses.

Recently, the company announced that "cloud store" has been officially launched online rainbow, will bring more shopping experience for customers.

The industry has shown a strong wait-and-see sentiment toward this plan. Many senior people believe that this is not only an important step to accelerate convergence and realize strategic pformation on the Tianhong online and offline, but also more importantly, domestic commercial retail is in a state of depression. The experience of the department stores is closely related to the Internet technology and how to make a magnificent turn.

China World Trade Center Tianhong became the first pilot cloud store.

According to reporter understanding, this Rainbow chose China World Trade Center store as "eat crab" first cloud shop.

According to the official statement of Tianhong, merchants will select some department stores to sell on line, and the public can enjoy the goods and services of the physical store at all times, anytime and anywhere in the "cloud store" of China World Trade Center rainbow.

Customers can browse, choose and pay for goods at the cloud store. They can choose to deliver the door, or choose and try them on at the physical store. They can also deal with customer's after sales service on line and online.

Reporters on the Internet rainbow China World Trade Center cloud store to see, including

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Beauty, makeup, sports and other ten categories, about 30 brands of products have been on the shelves, in addition to the products of the picture, price, color, size, style and so on can be clear at the same time, customers can also according to their preferences for fast search and online consultation.

Consumers who had bought things at this virtual store said that there was less intersection between online rainbow and Tianhong Real stores. For example, most of the clothes sold were off-season varieties, which might not be attractive to the fashionable consumers.

But the introduction of the concept of "cloud store" can be said to move the whole store to the Internet. For it, in addition to the immediate attention to the new products, it can also instantly buy H O LD in some stores and purchase orders, which will save a lot of time for the merchants to get to the home or to pick up their own stores.

Wang Tao, deputy director of strategic operation of Tianhong, said in an exclusive interview with reporters that the "cloud store" line built by Tianhong is an important milestone for enterprises to implement full channel strategy, online and offline integration, and differentiated operation.

According to the plan, by the end of this year, China World Trade Center Tianhong cloud store will have more than 100 brands on the line. When the goods are abundant, they will attract customers to buy online.

And the experience of online and offline integration will also promote the deep reform of rainbow marketing next year. At least, "cloud store" will be opened in other stores in Shenzhen. It is believed that it will bring a very unique shopping experience to customers.

Wang Tao also revealed that, on the mobile payment means, enterprises have spent a lot of effort to build, so far the effect is satisfactory. For example, soon after opening a shop, the number of shopping with WeChat payment is over 400, and the trend of increase is obvious. This figure is very gratifying for the beginning project.

Online and offline financing needs joint support.

The establishment of physical stores and online stores by commercial retailers is a major direction for future business. In China, large enterprises such as Taobao and Suning are very focused on attacking online and offline and occupying the market.

However, due to the complexity of the domestic market and the expansion of e-commerce, it is a difficult problem for retailers to win a win-win situation.

Especially in the domestic department store industry, in recent years, due to the impact of shopping centers and network electric business, the performance has declined significantly.

Another leading local enterprise, Maui department store, has also tried to take the road of electronic commerce, expanding the market by means of WeChat and A P P. However, without technological innovation and marketing innovation as support, the Internet is now only a place for display of goods, and can not bring obvious improvement to the performance of enterprises.

In contrast, Tianhong emporium has launched the complete channel marketing mode of "+PC terminal + mobile terminal" from the beginning of last year. This year, various platforms and services on the industrial chain have been launched, and the integration of online and offline marketing is intending. This is probably an effective way for domestic department stores to seek survival.

An industry unwilling to be named.

Experts believe that the "cloud store" plan launched by Tianhong and accelerating the integration of online and offline businesses is a business model with a sense of foresight.

The success of such commercial integration will not be achieved overnight, and the game and support of all kinds of synergy are needed.

For example, all brands and suppliers, whether they will be inconsistent with the plan of the net, and if they are willing to cooperate wholeheartily, after all, the new design will lead to various business problems.

For internal management, it is also a super project. New product shelves, logistics distribution, system sharing, brand management and so on will bring a lot of problems and challenges to Tianhong, and these problems will not become a good commercial risk in the future development process.