Do Big Enterprises Enter Into The Traditional Retail Of E-Commerce?

In China, the online sales platform Taobao online has not only been operated by small workshops, but also the big brands such as UNIQLO, BELLE and so on.

Big brands have been pushing forward e-commerce, changing the marketing mode of traditional stores.

Listen to CCTV reporter Li Xin and intern reporter He Rong:

Although it is already summer vacation, many students go home on holiday, but every day at the west gate of Communication University of China, we can see that the delivery staff of the major express companies are waiting for the students to pick up the express.

Most of these express products are online shopping.

What do you buy on the Internet?

Consumer 1: buy clothes, sometimes buy, buy, have bought.

Consumer 2: I will buy clothes, and some small accessories will be bought online.

Consumer 3: I buy

Consumer 4: in general, they will buy casual clothes such as summer clothes and shoes.

If ten years ago, online shopping or new things, now online shopping has gradually become a lot of people's way of life.

By the end of June 2010, China's online shopping users had exceeded 130 million.

In the first half of this year, the scale of China's online shopping market has reached 450 billion, an increase of more than 70% over the same period last year.

While the volume of Internet users and Internet pactions is rising rapidly, some big brands are also marching in.

Taobao mall shoe hall opened on 15 this month. Its brands include Adidas, BELLE, Lining and so on.

These brands in China and even the world have a large number of physical stores, strong industry competitiveness, and what attracted them to settle down online?

Hu Chenrong, director of BELLE e-commerce operations, we have done a very good job in traditional marketing.

But the Internet has become a way of life, and our customers' habits and shopping habits have undergone great changes.

For the long-term consideration of enterprises, in order to secure and respond to the future, we must seize this piece, build up a team and establish a leading position in the Internet field.

All these are aimed at coping with future market changes.

Although China's e-commerce market is developing rapidly, relatively speaking, the e-commerce market in some developed countries is more mature and complete.

As early as 2008, e-commerce sales in some European countries accounted for 1/4 of the total business volume in the country, while in the United States the figure was more than 1/3.

From fashion luxury brand LV to Volkswagen WAL-MART and DELL, we can see the active figure of its e-commerce company on the Internet.

Taobao's public relations manager, Yan Qiao, said that e-commerce will play a disruptive role in traditional business activities.

Yan Qiao: any commodity, whether it is clothing or electrical appliances, from the manufacturer to the consumer will go through layers of channels to generate channel costs.

The cost of the channel will eventually fall on the head of the consumer and fall to the manufacturer, and the profit of the manufacturer will be thinner.

The essence of e-commerce is to eliminate channel profits, so that consumers can get better products. At the same time, manufacturers can directly face the market, directly face consumers, and then have more operating space.

No matter which industry, e-commerce is a trend.

So will online sales affect the traditional stores of these big brands? Hu Chenrong is sure that he will not.

Hu Chenrong: what we do now is not conflict between e-commerce and physical stores. This is not a concept of reduction, but an incremental concept. There is no question of using any means to pull offline customers to the online problem. Instead, the online customers, the customers who are accustomed to on the Internet, have become our customers. In fact, they are not the concept of the opposite, but a process of mutual influence and mutual promotion.

In fact, the future sales of traditional stores will not be affected by the impact of Internet sales, just as we can not predict the development of intelligent technology.

However, there are such a group of people around us: they like to live in the house, the clothes are from Taobao, the food is bought by me, and the mobile phone is selected from the Jingdong mall. It is certain that the large enterprises enter the electronic commerce in a big way, changing not only the marketing mode, but also the traditional consumption habits of more consumers in the future.