Hualian And Alibaba Marriages Traditional Department Stores To Borrow O2O To Find A Way Out

< p > yesterday evening, < a href= "//www.sjfzxm.com/news/index_c.asp > > Hua Lian shares < /a > issued a notice that the Beijing Hualian Commercial Limited by Share Ltd (hereinafter referred to as Hualian share) signed a cooperation framework agreement with Alibaba, and the two sides intend to try to establish O2O cooperation relationship.

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< p > Hua Lian said that the first start-up project of the company's cooperation with Alibaba will be tested in the Wanliu shopping center affiliated to the company and will be gradually extended to other projects as a result of cooperation in Beijing.

Alibaba will provide enterprise O2O services for companies and affiliated companies, and gradually cooperate with the company in terms of traffic, marketing, membership, data and payment.

"This cooperation is trying to give full play to both sides' advantages in their respective fields. The company will try to improve the overall operational efficiency and reduce operating costs through the e-commerce platform, and further enhance the overall competitiveness."

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< p > and for the specific mode of bilateral cooperation, Hualian said that the development strategy related to < a href= "//www.sjfzxm.com/news/index_c.asp" > Alibaba < /a > in the field of O2O is still actively exploring, and the specific mode of cooperation has yet to be determined.

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According to the insiders, the cooperation between Hualian and Alibaba can be described as "taking what they want". The department store is now facing the dilemma of declining sales, and the cooperation between Hualian and Alibaba is an attempt to reflect the department store's desire to get rid of the difficult position of P.

Nowadays, people are more inclined to buy online, and department stores have even become the "fitting rooms" for online shopping. But nowadays, the sales of physical stores on the line have included cost factors, such as rent, decoration, wages and so on. This is a physical store can not save, so it has become the biggest disadvantage of online competition.

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< p > and the problem of cooperation between Hualian and Alibaba is to provide a sales channel for high-end products under the line.

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< p > an industry insider said in an interview: "in the past, department stores took the high-end luxury line, but department stores later discovered that luxury goods were not good enough to sell, and then wanted to look back because the cost was relatively high and very difficult. Therefore, department stores only had to pform, and to get through offline and online sales channels is a top priority."

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< p > of course, Alibaba is not simply "selfless dedication and ready to help others". Alibaba's biggest achievement in establishing a cooperative relationship with Hualian shares is to make electricity suppliers more competitive in the sale of high-end products.

"Because the electricity supplier is selling some of the more upscale products, people are not worried about the price, but the true and the false. The Department Store originally intended to cooperate with the electricity supplier. This is equivalent to the" genuine guarantee "for the products of the electricity supplier. It not only helped the Department store get through the < a href=" //www.sjfzxm.com/news/index_c.asp "> sales channel < /a >, but also made an advertisement for itself, which is a win-win cooperation.

Some analysts told reporters.

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< p > it is worth mentioning that today's offline cooperation with online is not uncommon. In February 11th, Wangfujing announced that the Wangfujing department store has signed a strategic cooperation framework agreement with Tencent Inc, and the two sides will cooperate on the basis of WeChat public platform business capabilities and WeChat payment services.

Under the framework of strategic cooperation, the Tencent Inc has opened its advantageous business and mature market to Wangfujing department store, and has contributed to the construction of the whole channel service system of Wangfujing department in terms of market resources, business development, data sharing and analysis, and technology operation.

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< p > in fact, it has announced that BAT (Baidu, Alibaba, Tencent) has launched O2O, such as Wanda, Yintai and other business tycoons.

Even Suning, the largest retailer in China, began restructuring, allowing PPTV and its executives to enter the core management and pform into a Internet Co.

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< p > in the above industry insiders, "mobile retailing is the general trend and cannot be stopped."

However, the era of online shopping and offline sales has arrived under the BAT of offline shopping malls.

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