Can big data save traditional businesses by closing department stores one after another?

With the rise of e-commerce, both retail and traditional businesses are facing more and more severe challenges. On March 24th, RT Mart, Shanghai, Hong Kong and Macao stores were officially closed, which once again stimulated the nerves of traditional business practitioners.

Previously, the research report released by China Department Store Business Association showed that from 20 1 1 to 20 15, the number of department stores under the national 150 chain department stores closed down every year was 10, 15, 22 and 40 respectively.

Martha Spencer withdrew from China, and Wal-Mart and RT Mart closed some stores one after another. At the beginning of 20 17, the traditional retail commercial market revealed a little coolness. Is there a way to break the game?

RT Mart Shang Customs Store Storm

In recent years, in order to cope with the impact of e-commerce, 20 13 set up flying cow net, a B2C e-commerce website in RT Mart, trying to combine online and offline. At the same time, RT Mart will also open a fresh O2O concept store-Niu Fei You Xian this year, which will mainly provide fresh products, supplemented by daily necessities and catering services, and focus on delivery speed (1~2 hours).

The latest financial report shows that RT Mart's parent company Gaoxin Retail achieved a turnover of 1004.4 1 100 million yuan in 20 16 years, a year-on-year increase of 4.2%; The profit attributable to equity shareholders of the company was 2,576,543.8 billion yuan, a year-on-year increase of 5.2%. The growth of its turnover is due to the opening of new stores and the continuous expansion of its business. In 20 16, 33 new stores were opened in RT Mart. By the end of 20 16, RT Mart had 367 stores in China, and its performance growth was mainly due to the increase in the number of stores.

Nevertheless, stores in RT Mart, Shanghai, Hongkong and Macau can't stop closing. The store is located at No.390/KLOC-0, Shuiqing Road, Minhang District, Shanghai. Opened in 2006, it is RT Mart's eighth store in Shanghai. The closure of RT Mart Hong Kong and Macao Store is the second store closed in the mainland market after the closure of RT Mart in Weifang, Shandong Province in May, 2008 5438+ 10/0.

It is understood that RT Mart Hong Kong and Macao stores are leased properties, and the lease period has not yet expired, but the property owner plans to use the whole property for other purposes. Huang Mingduan, chairman of RT Mart, said in an interview with the media, "It takes a long time for RT Mart to sign a contract with the property, and the input cost is also high. Closing the store is a very cautious thing. The main measure is whether the cash flow is negative. "

Big data activates shopping malls.

Last month, after the acquisition scandal with RT Mart, Alibaba Group suddenly signed a strategic cooperation agreement with Shanghai An Baili Group, which will be based on big data and Internet technology. At that time, Ma Yun publicly said, "Whoever can apply technology well and popularize technology is the future."

On February 1 1, raffles city's "Hi Tea" saw an endless stream of customers coming to try it at the beginning of its opening, and even ranked in Tibet Middle Road. Why can Raffles attract people?

On March 2 1 day, Priscilla Chan, general manager of Kaide China Raffles East China, said at the New Retail Operation Summit in China on July 2065438, "The brand of' Hi Tea' by network celebrities brought great exposure to Raffles, which enabled Raffles to realize the promotion of marketing by new media. In the future, Raffles will pay more attention to new media and introduce more brands that young people like to Raffles. "

When talking about the innovation of shopping center operation, Priscilla Chan said that in the future, Raffles will open up membership systems in different formats such as office buildings, hotels and businesses. According to these data, carry out targeted analysis and precise marketing. At the end of April, Raffles will also launch three stores in Changning, Hangzhou and Shenzhen.

What kind of experience will a shopping mall based on big data be? Liang, general manager of commercial operation of Shenyang Kerry Center, described that customers drove into the parking lot of shopping malls and automatically identified member vehicles through the vehicle identification system; After members spend a certain amount in the shopping center, the system will automatically give them a few hours of free parking time; If the parking time of a member's vehicle exceeds the free parking time limit, the parking fee can be fully offset with the membership card points with the permission of the member.

At the summit, leaders from benchmark enterprises such as Vanke, CapitaLand and Ryan, as well as experts from Alibaba, Baidu and Gaode Map, were optimistic about the positive role of big data in enhancing customer stickiness, reducing customer acquisition costs and improving customer experience.

Talking about the experience, Liang said that this brand-new shopping experience should first be based on the number plate recognition system, mobile phone number recognition system and face recognition system, and technology is an important source for the sustainable development of shopping centers.