Feasibility Analysis Of Developing E-Commerce In Physical Stores

New technology is like a beast of prey. If it is tamed, it can be used for you and bring unexpected value. tame It will cause trouble everywhere, hurting people everywhere.

E-commerce is a new technology. Many enterprises are using it to build a new retail empire. capital Trying to increase barriers to entry. From the search, group buying, whole category, vertical portal, and professional category services, e-commerce websites from various angles rush to the sea, turning the blue ocean five years ago into a red sea. This situation will continue. Just as China's economic scale is expanding, the scale of China's service industry is constantly expanding, and the e-commerce market is also expanding. Electronic Commerce With the characteristics of big business, new e-commerce users will face severe external environment.

In the thirty years since China's reform and opening up, entity retailers have taken a place in market competition after a round of innovation and technological innovation to provide customers with a unique service resource. In the acceleration of urbanization in China, physical retailers continue to maintain their existing advantages by expanding the number of stores. However, in the face of the increasing irreversible trend of the network family, all retailers can not stop thinking.

At present, the most attractive is the large-scale popularization of mobile Internet. The amount of users and network traffic of smart phones and tablet products are rising rapidly year by year, and the value of consumer fragmentation time is fully utilized. Conversely, consumers may also fragmenter the whole piece of time, because this is more conducive to consumers to arrange things in a more reasonable and reasonable way. That is to say, people's way of life will undergo tremendous changes in the future.

At the tenth Asia Pacific retailers conference in 2011, in my speech, I put forward for the first time the establishment of a new retail enterprise with six service platforms to create a win-win situation for customers, employees, suppliers, management, shareholders and third parties to cope with the rapidly changing social environment. Among them, the adaptive customer service platform is the customer service mentioned enough height, concentrates the commodity, the technology, the capital, the brand, the property five big resources, fully serves each level customer community, each retailer establishes the unique service community, forms the unique competitive power.

As a technical means, e-commerce is a major supplement and extension in improving the ability of entity retailers to serve customers. At the present stage, e-commerce is undoubtedly the most reliable strategy for the entity retailer to take e-business as a valuable technological means to enhance the service experience for customers.

A netizen on the Internet, "Jun Lin", describes the predicament faced by the Department Store Group.

The competition between market segmentation and traditional Shang Chao and general merchandise market is contradictory.

The contradiction between supply price of network electricity supplier and traditional channel dispute;

The contradiction between the rise of labor cost and the stagnation of expected sales is caused by double squeeze.

The conflict of labor pains caused by fine management and extensive structural adjustment in the future.

The contradiction between consumption demand change and price strategy competition is contradictory.

The contradiction between the adjustment of state industry and the rising of operating cost;

The contradiction between the demand for high technology information operation and the rate of return on capital is becoming increasingly prominent.

Tight state policy monitoring and corresponding management process contradictions in the hollow area

The contradiction between market expansion demand and local protectionism;

The direction of diversification is a contradiction between knowledge management and decision-making in the decision-making level.

It is true that these contradictions will appear more or less in the process of retailer's operation, but from another perspective, these contradictions are also the direction of retailers' change and the starting point to make their own characteristics.

At present, the pure e-commerce website has a tendency to go back to the whole operation. According to the data of Analysys and IREI, the growth rate of B2C sales in the third quarter has shown signs of decline, and the B2C websites started by a large number of brands have begun to turn off. At present, there are at least two reasons for analysis: (1) as a result of massive capital input, such as the investment of large amounts of capital, such as capital, capital, convenience of delivery, customer service humanization, advertising input, self built volume and IT investment volume, other single brands can not follow up. (2) the capital market begins to be cautious and financing becomes more and more difficult, and this wave is coming to the past.

The situation shows that for the ready retailers to intervene in B2C and provide extended services to customers at low cost, this strategy will become a feasible way for the future development of e-commerce, and will occupy a certain market position. It is an effective way to avoid risk in the process of group diversification.

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The US and us purchase of department stores can be launched in August 2011. Due to its clear positioning, relying on the rich customer resources, abundant commodity resources, abundant supplier resources and rich retail management experience, we have realized the effective extension of customer service through the technology of e-commerce platform.

Service business expansion: although it is still based on community services, it is much larger than the physical stores, covering at least the corresponding customers in the whole city.

Extension of service hours: extend the service hours of a maximum of 12 hours per day to 24 hours.

Service group expansion: expand the main shopping role of family to most members of the whole family;

After sale service content expansion: data is more comprehensive, providing shopping guide service and family wardrobe management for customers.

The promotion strategy is more abundant: online and offline integration, integral sharing, coupon sharing, prepaid card generality, gift pass and so on, which enables customers to realize that all kinds of practical and convenient means can be provided to customers in the most popular way.

With its low cost, good location and firm foundation, the US us purchase mode has opened up a new model for the future e-commerce market. It has become a sample for the physical retailers to successfully test the water, and is also an inevitable way to provide customers with diversified, community-based and personalized services.

In the technical scheme of entity retailers to implement e-commerce, mobile POS becomes the core link. Through mobile POS, it can provide commodity data for B2C, provide the latest price information, provide real-time inventory management under online and offline, provide payment function of customer on-site or cash on delivery, realize prepayment card online and offline common use, track customer order status, and advance the order forward and backward execution. Especially when the entity department store is ready to open up e-commerce and share inventory with the physical store, mobile POS is at the core position. The following is a system diagram of a physical retailer after B2C.

The MPOS system in store is the embedded system which is widely used internally and realizes inventory control under line and offline. This system is widely used in Korean department stores, which solves the problem of fixed cash register, the cost of cashiers, and the queuing of customers. In China, where e-commerce is booming, it is also an important hub for retailers to expand e-commerce services.

E-commerce is the necessary customer service means in the future, because more and more customers are communicating with the world on the Internet. In the future, for many customers, face-to-face communication will be a luxury behavior, especially for customers to go to a specific location to match uncertain needs. When retailers are psychologically prepared to provide better services to customers, they can easily achieve this strategy in a low cost way.

To build a unified service platform for customers, e-commerce is a very important link. It is an effective tool to provide high quality services with the maximum of limited service resources. It may not be a direct profit model, but its existence will have a positive revolutionary impact on maintaining customer loyalty and improving customer satisfaction, so as to achieve the overall profitability of retailers.

At the time of this article, at least ten regional retailers have launched or launched this strategy.