1 thought on “Analysis of the market supply of online shopping”
Maurice
In 2010, the Chinese e -commerce market ushered in an explosive development, and it was becoming a new force in the retail industry that could not be underestimated. After Suning Tesco was officially launched and Gome Electric urgently promoted the B2C business, Wal -Mart announced its entry into e -commerce, and the online shopping war continued to upgrade. Under the boom of online shopping, how can traditional department stores in specialty stores, convenience stores, supermarkets, and online shopping pinch be transformed to obtain a stable market share? Traditional department stores such as Beijing Wangfujing, Shanghai Bailian, and Guangzhou Department Store, which have the earliest trial online business, now seem to be unsuccessful. The IGO5 Love Shopping Website was built in Xidan Mall in 2001. By February 2010, the IGO5 website had achieved profitability, with sales of more than one million yuan, but relative to the revenue of 1.2 billion yuan a year from Xidan ground physical store single store single store a year It is still not enough. So far, no department store has explored a relatively successful model in China. The future prospect of the traditional department store is unknown. However, in the rich department stores, e -commerce in several segmented areas has handed over a satisfactory answer sheet. Although they are still young, their growth rate and uniqueness are noticeable. With the development of the development of the department store industry, with the rapid development of the retail industry in China, the comprehensive opening up of the Chinese market to foreign trade retail companies and the emergence of various supermarkets in various types of supermarkets have brought a huge impact on the Chinese department stores that once belonged to the retail industry. The bottleneck encountered during the evolution of the format restricts its further development. Mainly manifested in the following aspects: First, the number of products. The number of products (especially daily consumer products) of large -scale supermarkets and large supermarkets is far better than the number of products of department stores, which seriously impacts its final sales. The characteristic store plays the role of category killer, such as Suning Electric and Gome Electric, which has no advantage in the sales of electrical appliances in department stores, and also challenged and restricted the business scope of department stores. The second is the price. The price of department stores is high, and consumers currently prefer to go to hypermarkets and supermarkets to buy cheap products. Third, the hypermarkets and supermarkets have opened fresh food counters to better meet the needs of consumers’ daily life and divert the source of customers, and department stores have been severely damaged due to different positioning. Fourth, geographical location and number of stores. The geographical location of department stores is mainly selected in the commercial center area. The place where consumers live are far away, and the number of stores is extremely limited. Like Wangfujing Department Store, Tianhe City Department Store, China Department Store, etc. It is more built near the residential community, which is conducive to the nearby shopping when the office workers go home from get off work. It has shortened the sales distance between consumers and supermarkets, convenience stores and other retail formats, making department stores falling out of favor. Through the transformation of the operation model, the dilemma of breaking through the department store is mainly the serious diversion of customers, and the rapid reduction of the business scope. Analysis of the dilemma of it, it was found that the retail strategy of department stores was not clear. Department stores did not establish a clear business strategy based on the changing retail market, nor did they provide service output suitable for consumers’ needs. Customer group. When the business model of department stores has changed, it is difficult for the business model of traditional department stores to continue to use the traditional department store, and it is imperative to transform and adjust. Re -positioning market segments For department stores that have opened or have a certain history, the positioning is still the first place. The reason is that there are two aspects: First, the emergence of new types of formats such as supermarkets, warehouse stores, electrical appliances, and home furnishing centers has caused department stores to operate food, household appliances, furniture, daily necessities. The excessive development of China cities, the same operating structure and marketing methods lead to vicious competition. The core of the positioning is to establish a unique image and status in the minds of the target customers. Each department stores implement differentiated operations to expand the survival and development space of the entire department store, rather than grabbing existing market cakes. When the department store is divided into the market, it should be separated from other retail formats as much as possible to segment the market. The customer group and the commercial value of the positioning of the positioning must also be differentiated. The adjustment and guarantee measures after the re -positioning of the department store, that is, adjust the product structure, reflect the characteristics of special operations, pay attention to service improvement, and cultivate customers’ loyalty, which has achieved the true effect of re -positioning, so that department stores can get rid of the dilemma as soon as possible.根据波特五力竞争模型及竞争激烈程度，百货业应如何对抗替代者和现有竞争对手（如图1），现有替代者可以根据STP法则，百货定位在高层消费品，以时尚、精品、 Personal demand is the core of value, and at the same time assist other rules of innovative operations, such as creating brand advantages and doing good products as “name, special, new” as the lead, highlighting service advantages, environmental advantages, and cultural advantages. For other department stores in existing competitors, we must learn to develop dislocation and avoid direct competition between department stores and department stores. The department stores can also make their own characteristics (see Table 1). For the investigation of the department store’s entry into e -commerce, for the department store, in addition to reducing costs and increasing sales, online sales will not increase warehousing and logistics costs due to increased sales. This is because online sales have the characteristics of delivery delay. For suppliers, the cost of opening online stores in the department store is lower than that of physical stores. The entry fee, rent, and sharing of online stores will decrease. Even if the price of online goods is reduced at the same time, the profit of the supplier can at least be flat at least flat. Otherwise, the department store will open an online store without any sense. From Taobao to support tens of millions of individual online stores for free, it can be inferred that the cost of entering the online store should be much lower than entering a physical store, which means that suppliers can obtain more unit profits through online sales, and can rely on the price advantage to rely on the price advantage Sales more products. In addition, for many suppliers who want to open online sales channels and temporarily unable to risk, this is also a test opportunity with low risk and opportunities. In fact, suppliers with short production time, such as clothing manufacturers, can improve the production efficiency of the enterprise and reduce the backlog of finished products after accumulating experience through online sales. Therefore, online sales are also worth trying to suppliers. For consumers, it can buy products with richer varieties, more choices and comparison opportunities at a lower price, and easy to operate, secure online payment, and guarantee of product quality. How can consumers refuse? Perhaps the price of online stores in department stores is higher than those of those individual online stores. However, in the balance between price and quality guarantee, traditional consumer groups will definitely choose department store online stores that are more guaranteed. Investigation by Shanghai’s compulsory e -commerce outsourcing service agency found that: Regarding the positioning of e -commerce, 53%of companies chose “supplementing existing store sales business and selling goods within a limited range”. About 43%of the total number of enterprises, in the department store that positioned e -commerce in the department store that is positioned in the store, 53%of the main purpose of the development of e -commerce is “increasing store passenger traffic”. 47%of the department stores It is identified as “alternative or supplement to shopping for shopping”. 45.8%of the department stores believe that “the lack of overall strategy for e -commerce for e -commerce”, 29.2%of the department stores said that “high -level managers do not pay enough attention to e -commerce”, 41.7%of the department stores believe that “the strategy of this company simulates simple imitation simulation Other companies do not really grasp the status quo of e -commerce. ” It can be seen through the above data that many domestic department stores currently lack a clear e -commerce strategy. E -commerce is different from traditional department stores, which requires clear strategies, and adjusts the organizational structure according to the needs of strategic implementation. According to the investigation of department stores, there are many problems with the development of the e -commerce business of department stores, of which “inadequate connection with customers” is the most prominent. Many department stores have proposed that the status quo of the number of visits on the surface and the difficulty of membership in membership is the problem of attracting passenger flow, but it exposes the disadvantages that department stores are not sufficiently contacted with customers. At present, many department stores keep in touch with members and customers through email, mobile phone message, etc., but the effect is not ideal. In addition, in terms of the construction of information systems and logistics systems, the difference between enterprises is also an important factor affecting the overall development of the e -commerce of department stores. In response to the problems in the development of e -commerce in department stores, it is necessary to strengthen the integration between online and offline stores to provide customers with a variety of shopping channels. The e -commerce business of department stores needs to find a way to “increase the fun of customer shopping and reduce the inconvenience of shopping”, but it is not easy to achieve this. According to the current trend, online shopping has a small impact on traditional business, which is a supplement to the traditional business model. However, there are still some problems with online shopping, for example, the seller can not be taxed on the online store. The South Korean National Taxation Department is investigating the sales materials of the sellers in large online stores and taxes on the sellers with a certain limit of sales. However, if the taxation system is implemented, it will inevitably change the original appearance of online stores and exit some people withdraw from online transactions. The department store’s entry into e -commerce requires the overall planning e -commerce as a whole is not just online transactions, but also a comprehensive business activity carried out by enterprises using the Internet, such as market research, finance, production, customer service, and material distribution. Corporate strategy is directly related. In order to adapt to the changing market demand in the era of the network economy, it should stand at a high degree of strategic e -commerce development planning, and use the Internet and e -commerce to formulate and integrate the development strategy of enterprises. Department store companies must first carry out e -commerce strategic planning, re -construction of e -commerce processes, selection of e -commerce models, and business process strategies in cooperation with e -commerce, such as product strategy, market strategy, organizational strategy, supply chain strategy, marketing strategy, marketing strategy , Logistics strategy, financial strategy, human resources strategy. In order to cooperate with the e -commerce strategy, there must be a strong execution team and management tools to formulate an organizational structure suitable for e -commerce. This structure contains all the functions of the entire e -commerce. From market research, sales, customer service, website promotion and operation, product development, website construction, warehousing, packaging, logistics, delivery, and financial monitoring of all links. The organizational structure is to complete the entire logistics system from development, design, procurement, warehouse, sales, and packaging from development, design, procurement, warehouses, sales, and packaging. Website construction, promotion, product planning, product upload and other composition of information flow. Finance, procurement, sales and other departments have completed the integration of the entire capital flow. Organizations of such a scale need to interact with other departments through MIS data and coordinate combat. At the tactical implementation level, in -depth understanding of the company’s information and product information, professional work is made by professional people, such as the product title and product information introduction, which must be attractive, and it is easy to be grasped by search engines Pick. The team has a professional personnel management website member who must answer questions from visitors in time. There must be a complete set of membership management systems. The team understands how to manage and attract members, and retain members, because the membership of the website is the wealth and wealth and the e -commerce website. Resources are also potential consumers of corporate target customers. The team understands the target customers. There are special personnel to continuously improve website technology and functions to enhance user experience. There are specialized people to promote the website and know how to promote the products and information of companies on the website where potential users gather. The department store industry has the functions of attack, defense, extension, and stickiness. One is to adopt some superior products to attack some competitors and deter other formats; the other is to maintain stable business forms, customers, and market share; third, rely on the radiation of business districts and e -commerce to develop more customers; the fourth is to pass through Member cards, discount cards, points and other forms adopt information management methods to enhance interaction with users, enhance customer relationship management, and increase customer stickiness. The rich products provided by the future real estate department store in the future of the department store entering e -commerce can ensure that online shopping consumers have more adequate goods choice opportunities and purchase opportunities, thereby forming a higher consumption amount. Moreover, physical department stores have a large number of professional talents familiar with consumer consumer psychology and behavior habits, and these talents are currently lacking in B2C e -commerce companies. Discounts, promotion, points, gifts, rebates and other methods of department stores have repeatedly, frequent, and large -scale purchases to seduce consumers, and by providing diverse membership services and benefits, they have accumulated for many years in increasing user stickiness for many years. Experience and achieved good results. It can be imagined that once this method is transplanted to the B2C online shopping market, it will have a huge impact on the entire online shopping market. Although physical department stores have the above advantages, if you want to succeed, you should also pay attention to dislocation operations. Therefore, online malls cannot be copied to the Internet as simple as the original, and should be distinguished and choose young and fashionable products for key sales. Traditional department stores have a reputation advantage. As long as it agreed with the supplier to solve the channel problem, opening the online store is feasible. If it is used well, online shopping will become a useful supplement for physical sales. The gradual transformation of traditional department store malls can make online stores that can have developed for many years of offline systems and capabilities into a powerful online resources. At the same time, the opening of the online store of traditional department stores should gradually find the development path that suits them. It should be seen that although the e -commerce model of the physical department store is not mature enough, it has an advantage that cannot be ignored. Investigation of the China Electronic Commerce Research Center found that among the four factors with the lowest online shopping satisfaction in the overall experience of online shopping, the quality of product quality is ranked first. After -sales service is the most dissatisfied link for online shopping users. Most netizens have comprehensive and meticulous after -sales service for after -sales service The proportion of recognition is not high. The physical department stores are irreplaceable in terms of product quality, service quality, and integrity, and have accumulated higher brand credibility among consumers. This makes consumers’ quality, satisfaction and requirements for the online malls opened by these department stores. In summary, department stores must recognize the reasons for the dilemma. According to the advantages and disadvantages of the enterprise itself, combine and analyze the special environment of the enterprise, and effectively do a good job of re -positioning after the transformation. Start from the market segment, give full play to the specialty of department stores, find target customers, and establish a clear business strategy; improve the level of service output of department stores to meet the needs of modern consumers, reduce differences, improve operating efficiency; adjust the product structure; adjust the product structure It is a guarantee measure to reflect characteristic operations, focus on service improvement, and cultivate customers’ loyalty to be the implementation of the business effect after the implementation of the department store. Department stores must establish differentiated competitive strategies to win customers, benefit, and development with clear positioning. E -commerce is a tool and marketing method, and it is also a consumer trend. It should be valued and can rise to the operating strategy in certain industries. However, this strategy can only be effectively implemented by clarifying the core value of the enterprise and the positioning of the enterprise.
In 2010, the Chinese e -commerce market ushered in an explosive development, and it was becoming a new force in the retail industry that could not be underestimated. After Suning Tesco was officially launched and Gome Electric urgently promoted the B2C business, Wal -Mart announced its entry into e -commerce, and the online shopping war continued to upgrade. Under the boom of online shopping, how can traditional department stores in specialty stores, convenience stores, supermarkets, and online shopping pinch be transformed to obtain a stable market share? Traditional department stores such as Beijing Wangfujing, Shanghai Bailian, and Guangzhou Department Store, which have the earliest trial online business, now seem to be unsuccessful. The IGO5 Love Shopping Website was built in Xidan Mall in 2001. By February 2010, the IGO5 website had achieved profitability, with sales of more than one million yuan, but relative to the revenue of 1.2 billion yuan a year from Xidan ground physical store single store single store a year It is still not enough. So far, no department store has explored a relatively successful model in China. The future prospect of the traditional department store is unknown. However, in the rich department stores, e -commerce in several segmented areas has handed over a satisfactory answer sheet. Although they are still young, their growth rate and uniqueness are noticeable. With the development of the development of the department store industry, with the rapid development of the retail industry in China, the comprehensive opening up of the Chinese market to foreign trade retail companies and the emergence of various supermarkets in various types of supermarkets have brought a huge impact on the Chinese department stores that once belonged to the retail industry. The bottleneck encountered during the evolution of the format restricts its further development. Mainly manifested in the following aspects: First, the number of products. The number of products (especially daily consumer products) of large -scale supermarkets and large supermarkets is far better than the number of products of department stores, which seriously impacts its final sales. The characteristic store plays the role of category killer, such as Suning Electric and Gome Electric, which has no advantage in the sales of electrical appliances in department stores, and also challenged and restricted the business scope of department stores. The second is the price. The price of department stores is high, and consumers currently prefer to go to hypermarkets and supermarkets to buy cheap products. Third, the hypermarkets and supermarkets have opened fresh food counters to better meet the needs of consumers’ daily life and divert the source of customers, and department stores have been severely damaged due to different positioning. Fourth, geographical location and number of stores. The geographical location of department stores is mainly selected in the commercial center area. The place where consumers live are far away, and the number of stores is extremely limited. Like Wangfujing Department Store, Tianhe City Department Store, China Department Store, etc. It is more built near the residential community, which is conducive to the nearby shopping when the office workers go home from get off work. It has shortened the sales distance between consumers and supermarkets, convenience stores and other retail formats, making department stores falling out of favor. Through the transformation of the operation model, the dilemma of breaking through the department store is mainly the serious diversion of customers, and the rapid reduction of the business scope. Analysis of the dilemma of it, it was found that the retail strategy of department stores was not clear. Department stores did not establish a clear business strategy based on the changing retail market, nor did they provide service output suitable for consumers’ needs. Customer group. When the business model of department stores has changed, it is difficult for the business model of traditional department stores to continue to use the traditional department store, and it is imperative to transform and adjust. Re -positioning market segments For department stores that have opened or have a certain history, the positioning is still the first place. The reason is that there are two aspects: First, the emergence of new types of formats such as supermarkets, warehouse stores, electrical appliances, and home furnishing centers has caused department stores to operate food, household appliances, furniture, daily necessities. The excessive development of China cities, the same operating structure and marketing methods lead to vicious competition. The core of the positioning is to establish a unique image and status in the minds of the target customers. Each department stores implement differentiated operations to expand the survival and development space of the entire department store, rather than grabbing existing market cakes. When the department store is divided into the market, it should be separated from other retail formats as much as possible to segment the market. The customer group and the commercial value of the positioning of the positioning must also be differentiated. The adjustment and guarantee measures after the re -positioning of the department store, that is, adjust the product structure, reflect the characteristics of special operations, pay attention to service improvement, and cultivate customers’ loyalty, which has achieved the true effect of re -positioning, so that department stores can get rid of the dilemma as soon as possible.根据波特五力竞争模型及竞争激烈程度，百货业应如何对抗替代者和现有竞争对手（如图1），现有替代者可以根据STP法则，百货定位在高层消费品，以时尚、精品、 Personal demand is the core of value, and at the same time assist other rules of innovative operations, such as creating brand advantages and doing good products as “name, special, new” as the lead, highlighting service advantages, environmental advantages, and cultural advantages. For other department stores in existing competitors, we must learn to develop dislocation and avoid direct competition between department stores and department stores. The department stores can also make their own characteristics (see Table 1). For the investigation of the department store’s entry into e -commerce, for the department store, in addition to reducing costs and increasing sales, online sales will not increase warehousing and logistics costs due to increased sales. This is because online sales have the characteristics of delivery delay. For suppliers, the cost of opening online stores in the department store is lower than that of physical stores. The entry fee, rent, and sharing of online stores will decrease. Even if the price of online goods is reduced at the same time, the profit of the supplier can at least be flat at least flat. Otherwise, the department store will open an online store without any sense. From Taobao to support tens of millions of individual online stores for free, it can be inferred that the cost of entering the online store should be much lower than entering a physical store, which means that suppliers can obtain more unit profits through online sales, and can rely on the price advantage to rely on the price advantage Sales more products. In addition, for many suppliers who want to open online sales channels and temporarily unable to risk, this is also a test opportunity with low risk and opportunities. In fact, suppliers with short production time, such as clothing manufacturers, can improve the production efficiency of the enterprise and reduce the backlog of finished products after accumulating experience through online sales. Therefore, online sales are also worth trying to suppliers. For consumers, it can buy products with richer varieties, more choices and comparison opportunities at a lower price, and easy to operate, secure online payment, and guarantee of product quality. How can consumers refuse? Perhaps the price of online stores in department stores is higher than those of those individual online stores. However, in the balance between price and quality guarantee, traditional consumer groups will definitely choose department store online stores that are more guaranteed. Investigation by Shanghai’s compulsory e -commerce outsourcing service agency found that: Regarding the positioning of e -commerce, 53%of companies chose “supplementing existing store sales business and selling goods within a limited range”. About 43%of the total number of enterprises, in the department store that positioned e -commerce in the department store that is positioned in the store, 53%of the main purpose of the development of e -commerce is “increasing store passenger traffic”. 47%of the department stores It is identified as “alternative or supplement to shopping for shopping”. 45.8%of the department stores believe that “the lack of overall strategy for e -commerce for e -commerce”, 29.2%of the department stores said that “high -level managers do not pay enough attention to e -commerce”, 41.7%of the department stores believe that “the strategy of this company simulates simple imitation simulation Other companies do not really grasp the status quo of e -commerce. ” It can be seen through the above data that many domestic department stores currently lack a clear e -commerce strategy. E -commerce is different from traditional department stores, which requires clear strategies, and adjusts the organizational structure according to the needs of strategic implementation. According to the investigation of department stores, there are many problems with the development of the e -commerce business of department stores, of which “inadequate connection with customers” is the most prominent. Many department stores have proposed that the status quo of the number of visits on the surface and the difficulty of membership in membership is the problem of attracting passenger flow, but it exposes the disadvantages that department stores are not sufficiently contacted with customers. At present, many department stores keep in touch with members and customers through email, mobile phone message, etc., but the effect is not ideal. In addition, in terms of the construction of information systems and logistics systems, the difference between enterprises is also an important factor affecting the overall development of the e -commerce of department stores. In response to the problems in the development of e -commerce in department stores, it is necessary to strengthen the integration between online and offline stores to provide customers with a variety of shopping channels. The e -commerce business of department stores needs to find a way to “increase the fun of customer shopping and reduce the inconvenience of shopping”, but it is not easy to achieve this. According to the current trend, online shopping has a small impact on traditional business, which is a supplement to the traditional business model. However, there are still some problems with online shopping, for example, the seller can not be taxed on the online store. The South Korean National Taxation Department is investigating the sales materials of the sellers in large online stores and taxes on the sellers with a certain limit of sales. However, if the taxation system is implemented, it will inevitably change the original appearance of online stores and exit some people withdraw from online transactions. The department store’s entry into e -commerce requires the overall planning e -commerce as a whole is not just online transactions, but also a comprehensive business activity carried out by enterprises using the Internet, such as market research, finance, production, customer service, and material distribution. Corporate strategy is directly related. In order to adapt to the changing market demand in the era of the network economy, it should stand at a high degree of strategic e -commerce development planning, and use the Internet and e -commerce to formulate and integrate the development strategy of enterprises. Department store companies must first carry out e -commerce strategic planning, re -construction of e -commerce processes, selection of e -commerce models, and business process strategies in cooperation with e -commerce, such as product strategy, market strategy, organizational strategy, supply chain strategy, marketing strategy, marketing strategy , Logistics strategy, financial strategy, human resources strategy. In order to cooperate with the e -commerce strategy, there must be a strong execution team and management tools to formulate an organizational structure suitable for e -commerce. This structure contains all the functions of the entire e -commerce. From market research, sales, customer service, website promotion and operation, product development, website construction, warehousing, packaging, logistics, delivery, and financial monitoring of all links. The organizational structure is to complete the entire logistics system from development, design, procurement, warehouse, sales, and packaging from development, design, procurement, warehouses, sales, and packaging. Website construction, promotion, product planning, product upload and other composition of information flow. Finance, procurement, sales and other departments have completed the integration of the entire capital flow. Organizations of such a scale need to interact with other departments through MIS data and coordinate combat. At the tactical implementation level, in -depth understanding of the company’s information and product information, professional work is made by professional people, such as the product title and product information introduction, which must be attractive, and it is easy to be grasped by search engines Pick. The team has a professional personnel management website member who must answer questions from visitors in time. There must be a complete set of membership management systems. The team understands how to manage and attract members, and retain members, because the membership of the website is the wealth and wealth and the e -commerce website. Resources are also potential consumers of corporate target customers. The team understands the target customers. There are special personnel to continuously improve website technology and functions to enhance user experience. There are specialized people to promote the website and know how to promote the products and information of companies on the website where potential users gather. The department store industry has the functions of attack, defense, extension, and stickiness. One is to adopt some superior products to attack some competitors and deter other formats; the other is to maintain stable business forms, customers, and market share; third, rely on the radiation of business districts and e -commerce to develop more customers; the fourth is to pass through Member cards, discount cards, points and other forms adopt information management methods to enhance interaction with users, enhance customer relationship management, and increase customer stickiness. The rich products provided by the future real estate department store in the future of the department store entering e -commerce can ensure that online shopping consumers have more adequate goods choice opportunities and purchase opportunities, thereby forming a higher consumption amount. Moreover, physical department stores have a large number of professional talents familiar with consumer consumer psychology and behavior habits, and these talents are currently lacking in B2C e -commerce companies. Discounts, promotion, points, gifts, rebates and other methods of department stores have repeatedly, frequent, and large -scale purchases to seduce consumers, and by providing diverse membership services and benefits, they have accumulated for many years in increasing user stickiness for many years. Experience and achieved good results. It can be imagined that once this method is transplanted to the B2C online shopping market, it will have a huge impact on the entire online shopping market. Although physical department stores have the above advantages, if you want to succeed, you should also pay attention to dislocation operations. Therefore, online malls cannot be copied to the Internet as simple as the original, and should be distinguished and choose young and fashionable products for key sales. Traditional department stores have a reputation advantage. As long as it agreed with the supplier to solve the channel problem, opening the online store is feasible. If it is used well, online shopping will become a useful supplement for physical sales. The gradual transformation of traditional department store malls can make online stores that can have developed for many years of offline systems and capabilities into a powerful online resources. At the same time, the opening of the online store of traditional department stores should gradually find the development path that suits them. It should be seen that although the e -commerce model of the physical department store is not mature enough, it has an advantage that cannot be ignored. Investigation of the China Electronic Commerce Research Center found that among the four factors with the lowest online shopping satisfaction in the overall experience of online shopping, the quality of product quality is ranked first. After -sales service is the most dissatisfied link for online shopping users. Most netizens have comprehensive and meticulous after -sales service for after -sales service The proportion of recognition is not high. The physical department stores are irreplaceable in terms of product quality, service quality, and integrity, and have accumulated higher brand credibility among consumers. This makes consumers’ quality, satisfaction and requirements for the online malls opened by these department stores. In summary, department stores must recognize the reasons for the dilemma. According to the advantages and disadvantages of the enterprise itself, combine and analyze the special environment of the enterprise, and effectively do a good job of re -positioning after the transformation. Start from the market segment, give full play to the specialty of department stores, find target customers, and establish a clear business strategy; improve the level of service output of department stores to meet the needs of modern consumers, reduce differences, improve operating efficiency; adjust the product structure; adjust the product structure It is a guarantee measure to reflect characteristic operations, focus on service improvement, and cultivate customers’ loyalty to be the implementation of the business effect after the implementation of the department store. Department stores must establish differentiated competitive strategies to win customers, benefit, and development with clear positioning. E -commerce is a tool and marketing method, and it is also a consumer trend. It should be valued and can rise to the operating strategy in certain industries. However, this strategy can only be effectively implemented by clarifying the core value of the enterprise and the positioning of the enterprise.