2016-04-21 15:00

 

In 2016 the collapse of the entity store is becoming more and more strong direct marketing is getting more and more fire?

 

Direct reporting network Beijing April 21st (the first direct network) the advent of the Internet era, it really makes the world have changed. Off store tide intensified, department stores, supermarkets, convenience stores, restaurants, shopping centers are all involved. The closed shop, or mean or mean pathos withdrawal, Brokeback self-help, or mean shift, or means of mediation adjustment. Regardless of the strategy is unforgettable lesson or to retreat, the closed shop objective even than the shop's grand plan deserves more attention. Internet era, many of China's industry is facing a major reshuffle. This is the worst of times, but is also one of the best times. This time, entity shop on the road in the He Fangne? Store casualties of department 1, Macy: closed shop intensifies, Macy's after 2015 year 14 stores, in 2016 spring have been identified to be 36 stores relates to California, new York, Texas and other states. After the closure of these stores, Messi company name has about 730 stores.
In 2, Sears left behind, the 2015 department stores: 235 stores. Was one of the best department stores in the United States, founded in 1893 the Sears department store, in the nearly one hundred years after its birth is almost the only choice for the American people. At that time, 3/4 of American consumers will go to the hills shopping, its sales even once accounted for 1% of GDP in america. 3, Wanda Department: adjustment and reform, 2015 closed shop in 46, stores closed Jinan, Tangshan, Jiangmen, Wenzhou, Jingzhou, and other areas of heavy losses, the rest of the Shanghai Baoshan, Quanzhou, Xiangyang, area have hope for individual stores adjust compression operating area.
4, tower target department stores: adjustment and reform, 2015 withdrew from the Canadian market, 2015 in early November announced 3 months Neiguan 13 department stores. The target market is the fourth largest retailer, Global 500 thirty-third, with 1330 stores in 47 states. 5, Parkson: adjust the counter attack, 3 years in the mainland Chinese closed 9 stores, with 58 outlets in 33 China city. 6, J.C. Penney: optimization adjustment, 2015 Penney (J. C. Penney) closed 40 stores, early 2016 now plans to temporarily shut seven stores. After the store, still in the number of stores in the United States has more than 1000 stores across the United states. 7, NOVO department stores: tragic downhill, once the benchmark of China's fashion department stores, in 2015 has closed 5 stores, has been out of Shanghai and Wuhan market. Currently only about 10 of the total number of stores. 8, Shang Tai Department: forced away from China, followed by Huarun the Mixc into China, one after another out of the 3 stores, to mid 2015 has been fully withdraw from the mainland of china. Luxury brand 1, LV: China market at low tide, the end of 2015 closed three stores in China, Guangzhou, Harbin, Urumqi three stores. Currently LV the Chinese market about 50 stores, before the mid 2016, or will close about 20% stores in china.
2, Chanel: strict control in the opening of the electricity business model, Chanel China stores a number of 11, is the largest store in half of the period.
3, prada: all the way down, Prada2 in China off the 16 stores, 2016 is not major strategic hemostatic it is expected will be further closed shop. 4, Burberry: off the store and adjust, in 2015 China closed 10, the total number of 68 stores, the total number of, in 2016, plans to close 5. 1 lotus: the layout of the supermarket, the loss, closed two stores last year, or off a store 2, WAL-MART: the United States shuffle, in early 2016, WAL-MART announced the world's 269 stores closed. The United States in the territory of the most affected by the impact of WAL-MART, 154 stores will be closed, there are 102 WAL-MART in 2011 to test the water WAL-MART convenience store. 3, the great recession in 2015, Tesco: closed 43 stores in the UK, including Express and Metro stores in smaller scale. China is currently operating in the mainland's 135 stores sold CRC, and changed to "vanguard", in China the original stores Zhengda washing. 5, Carrefour, tuyere has passed, 2015 Carrefour in China off the number of stores more than 15, shut in succession shop in Kunshan, Hefei, Jiaxing, Nantong, Xiaoshan, Ningbo, Foshan, Shaoxing, Changchun, Jiaozuo, Dalian, Xian, Hangzhou, and other cities.
6, everybody: 2014 year 18 stores, the transformation of the community supermarkets, convenience stores, article 7-11: Sichuan four years without profit, the closed shop in 2014 nearly 30 restaurants in Chapter 1, McDonald's: again, 2015 McDonald's global closed shop a few in 700, the United States closed nearly 140 stores, China closed nearly 80. McDonald's China currently has nearly 2300 stores.
2, Hubei: high-end dining eclipse typical, who is high-end Hunan restaurant and has been listed on the nova, founder of the now on foot, up to the 40 stores, 2013 onwards closed, transfer, the court mortgage liquidation. 3, Teavena tea bars': choose the wrong test, early 2016, Starbucks announced closed four of its tea shop Teavena tea bars, retaining only the Seattle a "test". Near Losangeles, Beverly Hills, Teavana Tea Bar will be closed shop in April. 4, coffee with you: hutuzhang, South Korea joint venture, the peak has more than 600 stores in China, vowing to challenge Starbucks. Today, many cities in nearly 50% stores have been closed, especially the franchisee has jointly opened the way to the right. Shopping center Xinhua are: Shopping Plaza revenue last year, representing a decrease, as the lead off 4 shop garment and footwear article 1, Giordano: 190 year 2014, net profit fell sharply 38%2, Metersbonwe: continue to decline, 2013 the year 200, 800 year 2014, 2015 the number of closed shop did not disclose, but 2015 half Smith Barney costumes appear listed seven years to the first loss: belonging parent
Enterprises do not have to direct sales staff wages enterprises using direct sales model, the most direct is to save money and time costs. By reducing the intermediate link of the publicity expenses and circulation time, saving the human, material and financial resources consumption. For enterprises, the cost of direct marketing is relatively low, the direct selling enterprises without wages to the sellers, their income is according to the specific performance of deduct a percentage from a sum of money, and can save marketing costs and operating costs. Compared to advertising, friends are more impressed by the traditional enterprises more through the advertising model to promote, with the reduction of the effectiveness of advertising, the cost of the increase, the original advertising model has been a serious challenge. In the traditional sales model, people are just an ordinary consumer. And direct marketing is the enthusiasm of each of the consumers are mobilized, so that they speak, for business promotion. Compared to television advertising, the introduction of friends can move people more. The individual aggregate into a whole, strong industry experts said, direct marketing development to the late, it is in the construction of a channel, that is, sales channels. "When the direct marketing enterprise development to a certain extent, the business team to reach a certain amount, in fact, has formed a high-quality sales channels. Unlike supermarkets, agent mechanism and other traditional channels, has the advantage of direct marketing is behind a mechanism in the interests of the whole and the mechanism to each individual to condense into a whole, so that Inter have viscosity. In contrast, although e-commerce is also a channel, but users of e-commerce is not high viscosity. Business super or agents due to the lack of loyalty, the viscosity is not high." Directly facing consumers, master the latest customer demand direct selling provides personally presentations, delivery and return of goods and services, through direct oriented consumer groups, can grasp the market dynamics and the new demand, so as to improve the production and the development of marketable products. At the same time, consumers on product quality and service complaints and opinions can be more timely and accurate feedback to the enterprise, is conducive to the enterprise to improve product quality and improve business management. "Circle of culture spread more in place industry experts said," traditional agents or retailers difficult to concentrate in a business of product marketing, keep enterprise culture consistency is very difficult, and direct marketing can through their own educational system let dealers friendly self to the heritage, to direct the business unit class "media", enterprise application, certain extent let more consumers spread through dealers "cultural circles" more in place, which in a certain extent for enterprise brand communication to the role of adding fuel to the flames. " Direct marketing focus on learning, training and mutual assistance, each new direct sales staff to help, teach, bring, improve their professional ability and comprehensive quality. Combat system to direct the operation efficiency is particularly high, each salespeople is equivalent to a mobile super, in solving the slow-moving troubles at the same time also to be able to enhance brand awareness. Direct marketing has a natural thinking of the Internet experts have publicly raised the concept of direct Internet thinking. He pointed out that behind the Internet is actually a fan of the economy, and direct marketing, natural with the Internet thinking. Internet thinking is a recent us to create a new business thinking, concerns and consumer sovereignty, such as millet phone and other big success. However, direct marketing this model from a very long time ago began to pay attention to the sovereignty of consumers. Through direct marketing, consumer advocate, sovereignty has been respected, direct marketing is a natural model of consumer sovereignty, the same as the core of the Internet thinking." In the direct selling industry, each enterprise basically set up a variety of consultants, strategic committee, so that as a member of the consumer business, together with the company involved in the market decision-making. Because they know more about the needs of the market as a whole, so they are able to make decisions that are fully integrated into the rights of consumers. Conclusion in the face of a wavelet store closed, only to meet the new challenges, make the transition, entity shop is still promising, in the future development of the road, the store in the face the temptation of, first of all, or should remain calm, do not blindly follow the trend. It must be recognized that the store has its own advantages, should not discard the advantages of traditional enterprises in the brand, product advantages, cultural advantages, the advantages of the sales market, and the blind to direct marketing. At the same time, it should also be in the store in direct marketing disadvantage, such as, do not understand the laws of direct marketing, the lack of appropriate personnel, it is difficult to deal with the policy risk and operational risk. Only in the knowledge of the relevant laws and regulations, and seriously carry out market research, differences between traditional enterprises and direct selling enterprises, familiar with and master the operation mechanism of direct selling enterprises, to add to the direct marketing sector well under the premise of fully prepared to consider to enter the direct sales industry. 3
(original title: 2016 why the collapse of the real store is becoming more and more strong, direct marketing is getting more and more fire?
Editor: Xiao Shen
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