although Shenyang The real estate department's electricity supplier's road is not smooth, but the Department Store chiefs do not lose heart, and do everything possible to join the ranks. Like Xinlong, other entities in Shenyang are still eager for "electric shock". An insider in a department store in Shenyang has revealed that in recent years, Shenyang has already started to make electricity suppliers, and there are not less than 10 physical stores, but some have gone to Hangzhou and Shanghai cities for a lot of visits, but in the end, most of them have given up or are still waiting.

The local department store giants are short of electric shock, and are often used to operate the electric business by thinking of the entity department store. The entity department store business platform wants to rob customers from the big business tycoons, and faces bigger problems. Therefore, the local e-commerce platform should be differentiated and focus on local advantages.

Yu Xiaoyang, executive vice president of Shenyang Electronic Commerce Association, said that Shenyang entity stores encountered many practical difficulties when they were "electric shock".

The first is the concept. Quite a lot Physical department store The senior or principal executives in the early years did not recognize the electricity supplier, and missed the opportunity for the development of the electricity supplier. compete Intense, if the concept problem does not change, the electricity supplier is difficult to start and take off. It is worth noticing that it is difficult to succeed in the operation of electronic business with the idea of operating entity department stores, and the pursuit of large and complete merchandise stores by physical department stores is difficult to create a popular "explosion fund", which is not conducive to the overall sales promotion.

Second is the question of talents. Shenyang's electricity supplier is short of talent, while entity stores are unable to find excellent operators in the development of electricity suppliers. In recent years, the number of electricity providers has increased, but there are few high-end talents.

The third is the operation mode. Most of the physical department stores in Shenyang are brand or agent's discount or lease mode, and there are few self-stores. This also restricts the development of the electricity supplier. The electronic business platform of the shopping mall often does not get the approval of the brand or agents, which leads to a large number of high-quality goods can not be synchronized to the flat platform sales. Even if some brands or merchants are settled, there are many follow-up problems, which is much more frustrate than the development of the direct department stores in some southern cities.

The fourth is logistics. Shenyang physical department stores basically do not involve logistics, and electricity providers are inseparable from logistics. In this respect, physical shopping malls have no advantages. Physical shopping malls "electric shock" logistics is very critical, and poor processing will directly affect the sale of goods.

Guo Deren, an associate professor at the school of business administration, Northeastern University, said that physical department stores are easy to operate with traditional thinking. E-commerce, as a complete industrial chain, is different from physical department stores in terms of procurement, warehousing, sales, customer service, logistics and distribution. The commodity category that is not differentiated is still a bottleneck for department stores to enter the electricity supplier. Many department stores' understanding of electric business is limited to establishing a website or opening a shop, and lacking overall planning for e-commerce.