Traditional Retail Industry Complement Each Other'S "Marriage" E-Commerce Group Buying

After cooperation with the group buying website on commercial prepaid cards, Carrefour, a large supermarket chain, recently announced a strategic partnership with the full growth period.

The reporter learned yesterday that from next week, the large area of Southern China will launch a group purchase project of Carrefour supermarket every week.

In fact, before the long term cooperation between group buying websites and traditional retailers, the marriage between the two formats has been very close. The two have gradually formed online and offline organics.

Last September,

At the end of May this year, the group held a "group buying Festival" between the handshake net and the Zhong Kun square in the Great Bell Temple. The group merchants included the main businesses of the Zhong Kun Plaza store in the Great Bell Temple, Wangfujing hQ Shang Ke department store, Carrefour, Gome and other main stores.

In June this year, the handshake net also "

In the traditional retail sector, the group buying website, which has benefited from the group buying, has begun extending the product line to a wider retail area.

Moreover, compared with the previous ones, the cooperation between group buying websites and traditional retailers began to deepen gradually. In the past, the cooperation between group buying websites and supermarkets was limited to the value cards and vouchers of group buying supermarkets.

For example, full net and 24 group buying network have bought the stored value cards of Carrefour and Tesco supermarket, while the Wumart supermarket has launched a voucher for mother and infant products in the F group.

At present, the group buying website begins to "intimate contact" with the supermarket -- the daily consumer goods in the supermarket on a long-term and large-scale scale.

The group has brought about rapid improvement in performance.

"Group buying and business super enterprise cooperation have solved the problem of commodity landing in group buying process."

Business experts believe that in general, consumers buy goods from some group buying websites, but they still lack confidence in supply and quality.

If relying on a physical store, it will give consumers a strong sense of security.

From the point of view of commodities, many large businesses such as Carrefour, Wumart and other large businesses can be trusted by consumers.

Li Jia, head of the Southern China District of Carrefour, said that cooperation between Carrefour and group buying website can increase the shopping experience of Super enterprises, and the most direct result is the promotion of store turnover.

In just a week, the group buying project in Shenzhen has already generated 150 thousand yuan turnover.

Due to the relatively small number of group buying products in Shenzhen, the turnover of their stores increased by only 30% compared with the same period last year. The group buying products in Guangzhou are relatively complete, and the sales volume of their stores is two times higher than that of the same period last year.

The industry believes that for the traditional retail enterprises, we should first locate the electricity providers to the nature and role of services.

For example, there is a booking service in big RFA. After ordering online, you can pick up the goods in the physical store. It may be that consumers do not have to get off after parking. This is a very humane shopping experience.

Quality shopping experience helps to enhance consumer loyalty to business super enterprises.

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Both sides need what they want.

From the perspective of sales volume and passenger flow upgrading, the group buying project involving business super enterprises is limited, and cooperation with group buying website can only play a supporting role temporarily.

According to the analysis of e-commerce industry insiders, the profit of business super enterprise group buying project may be lower than that of catering, leisure and other items.

"Even if such a list is sold well, it will not be easy to make money.

This is a way for group buying websites and business super enterprises to attract customers together.

In fact, with the popularity of group buying websites, it is only one of the purposes of business super enterprises to promote passenger flow.

At present, many traditional retailers, such as business super enterprises, have already entered the online business, but even the old brands such as Wangfujing department stores and Xidan shopping malls, their online performance is far less than that of physical stores.

When traditional retailers are struggling to find their own online development, it is a good attempt to cooperate with group buying websites and use their mature operation platforms to simulate the entire retail process.

Because in this way, business super enterprises only need to provide goods, rather than spend huge sums of money to build a complete platform system; once a suitable development mode has been found, the traditional retail enterprises must do is copy the mode.

"Selling products by group buying is equivalent to simplifying the procedure."

Li Jia said that if Carrefour builds an e-commerce platform, it involves the strategic orientation and positioning of its headquarters. It is a project with huge capital investment, very complicated process and very lengthy program. Cooperation with group buying website is only a project.

The new and old retailers cooperate with each other to get what they want.

At present, the group buying industry is developing rapidly, and is also deeply involved in the quagmire of homogenization.

In order to be able to stand out, many group buying websites have tried to differentiate themselves. However, some group buying websites have not found the right direction on the road of differentiation. Although group buying projects have been differentiated, they have not been accepted by consumers.

In this case, the cooperation between group buying websites and business super enterprises can help them integrate with the target customers' needs better through their rich retail experience.

Group buying channel tests entity operation

Business experts believe that the most important thing is the choice of goods between traditional retailers and group buying websites.

In the process of group buying, consumers will find that there is a complete range of products. Generally speaking, on the choice of goods for each group, traditional retailers will choose carefully according to the details of local climate and eating habits, and even use the star merchandise in the store to join the group, rather than simply determine the group buying project according to the discount level.

Cooperation with group buying websites is the most important thing for business super enterprises themselves to be unbroken and not out of stock.

At the beginning of the cooperation, maybe a group purchase project only has a few hundred people to join the group. But if there are tens of thousands of people joining the group later, there may be a series of problems such as the quality of service, the shortage of products, and the purchase of goods. This is a great challenge to the operation of traditional retailers.

In addition, because the group buying super business enterprises generally use electronic code to exchange on the spot instead of mail order, the number of radiation users must be less than that of general mail order products.

At the same time, group buying projects are mostly 10 percent off, attracting enough customers is still unknown.

"10 percent off is a modest discount, especially in group buying, which tends to hit 88% off of the business model.

Business super enterprise customers are very sensitive to price. Appropriate low prices may not bring too many customers, but most of them will be effective customers.

Industry insiders believe that.

Two misunderstandings in traditional retail touches

The concept of e-business was introduced into China in 1993, and has been in existence for 18 years.

At present, e-commerce in China has entered a period of growth. This is also an important reason for many companies to surf the Internet in recent years.

In the field of online retailing, there are now consensus among manufacturers, online retailing, online retailing, traditional retailer online retailing, and "Getting Internet users to get the world".

According to statistics, at present, there are more than 50 retail outlets in China's traditional retailers, but generally speaking, the reputation and reputation of traditional retail businesses are not as good as those of online retailers.

Nowadays, there are two misconceptions in traditional retail businesses: simply moving the offline stores to the Internet; low online prices will impact entity pactions under the network.

It's wrong to simply move offline stores to the Internet.

If we hang up tens of thousands of products on the Internet, it will be difficult for the company's members to stop eating or sleep.

There are more than 100 thousand kinds of goods under the store, while online stores can have more than 100 thousand kinds of goods, and even hundreds of millions of goods on Taobao mall.

If the traditional retailers also learn from the experience of Taobao, build the online store platform and attract a large number of suppliers to surf the Internet, and put their products, especially some new products, onto the Internet, increase the variety of online stores, and increase the popularity of online stores.

If we can put tens of thousands of stores or even hundreds of thousands of goods on the Internet, however, online goods are exactly the same as those under the Internet.

If online goods are exactly the same as offline products, why do consumers go to physical stores and shop online?

Or go to the shop, why do we need to go to the store?

This can not play the role of mutual promotion between the Internet and the Internet.

Some people think that the low price of online shops affects the business of physical stores, which is also wrong.

The price of goods in the shop is lower than that in the physical store, because online pactions reduce many search costs, and because of this, consumers can get a lower discount on online shopping, so consumers will not go online shopping, otherwise, the price of goods in the shop is higher than that on the Internet. It is also necessary for consumers to shop for consumption. It provides consumers with services that they can not enjoy in the study, such as facing the waiter, facing the goods, shopping, entertainment, leisure and communication in the good environment, consumers' eyes, ears, nose, tongue, and tactile experience goods. This is not available in online shops, which is also one of the reasons for the existence of physical stores, so shopping at any time is also a pleasure. Net

Since the beginning of this year, there has been a new shopping mode combining online and offline -- O2O (Online To Offline) mode, that is, ordering online stores, and then going to the offline stores to experience consumption.

Formed online to see products and online pactions, offline experience consumption and enjoyment.

In addition, the combination of building materials home network group buying online and offline has also produced better market results.

Online stores and physical stores should form a complementary relationship with each other so as to attract suppliers and consumers to access the Internet, interact online and offline, online pactions, online payments, offline pick-up and offline experience.

We can learn from the O2O mode and many other business models, purchase online, and experience consumption under the net, so as to give full play to the advantages of traditional retailers opening online stores.