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It Is Imperative To Change The Electricity Supplier. What Is The Problem?

2013/7/4 20:26:00 25

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Jingdong 10th anniversary shop celebration month, Tmall year Zhongda promotion, Yi Xun 7th anniversary preferential activities......

The first half of the first half of the warm-up of the 2013 half of the electricity supplier war, from June 18th to the peak of decisive battle, so far.

this electricity supplier war, in the eyes of China's e-commerce expert Ren Jen, "in essence, Xiang Zhuang sword is meant to be a public servant, and the electricity supplier is hanging over the traditional retail trade of China."

traditional retail industry is not waiting for death.

The most interesting thing is Suning's "hard trick": since June 8th, all the products sold by all Suning stores and Tesco stores in the country have reached the same price as suning.com.

Zhang Jindong, chairman of Suning, called "the same price for the same products" as "a fundamental breakthrough in the ten year pformation of Suning new" and "a milestone in the pformation of China's retail industry" in P.

Traditional retail deep touch networks have become the trend of the times.

Analysts point out that the traditional retail industry is ushering in a new round of business revolution under the threat of e-commerce.

change is imperative.

Jinsong Wangfujing shop was forced to close due to losses. WAL-MART closed 3 stores in one month.

In the first half of 2013, the sky of traditional Chinese retail industry was cloudy.

every person in it feels a chill.

Wang Rong, who runs a fashionable women's clothing store in the Beijing department store, looks at past customers. She can hardly conceal her melancholy: "compared with the previous two years, business is becoming more and more difficult."

statistics show that in May this year, the growth rate of retail sales of 50 key large retail enterprises decreased by 5.2 percentage points over the same period last year.

In 2012, the retail sales of key large retail enterprises increased by 10.2% over the same period last year, and the growth rate slowed sharply by 11.5 percentage points compared with 2011, the lowest growth rate since 1999.

Where is the problem?

"retail business is reduced to" two landlords ", and the contradiction between supply and demand is outstanding.

The director of the Circulation Development Department of the Ministry of Commerce pointed out at the previous China's retail strategy summit forum that the "two landlord" mode of profit from department stores and supermarkets through rental counters, factories and shops has not only damaged the interests of suppliers, but also lost the minimum business capacity.

while the internal operation is difficult, the traditional retail industry is also subjected to the sharp impact of the rapid development of the external electricity supplier.

In 2012, the "double eleven" shopping carnival, Tmall and Taobao pactions set a miracle of 19 billion 100 million yuan.

Shanghai's 395 major commercial enterprises and its more than 5000 outlets in the National Day golden week business revenue is still less than its 1/3.

In 2012, China's online shopping market reached 1 trillion and 260 billion yuan, an increase of 66.5% over 2011.

In 2012, the total retail sales in the online retail market accounted for 6.23% of the total retail sales of consumer goods.

Jiang Qiping, Secretary General of the information research center of the Chinese Academy of Social Sciences, has already asserted that once online shopping accounts for 5% of the total retail sales, it will pass the critical point and present the outbreak and start to have a global impact.

2013 will become the starting point to change the pattern of China's retail industry.

the electricity supplier has changed not only the pattern of the retail market, but also the consumption habit of the ordinary people. The traditional department store is gradually becoming the "fitting room" of the electricity supplier.

"Many customers tried a target=" _blank "href=" http://www.91se91.com/ "> clothes < /a >, looking very satisfied, that is, do not buy, ask the price, remember the number to go.

Because of the purchase of women's wear on the Internet, the clothes sold in the shop can reach 30 percent off in Taobao and other online stores. In recent years, Wang Rong has lost many customers.

behind the change of consumption habits is the pformation of retail formats brought by the electricity supplier.

E-commerce completely subverts the traditional retail shopping, on-site payment, shopping home shopping, generation of a brand new shopping model: on the virtual network to buy visible, untouched goods, payment to the invisible third party platform, waiting for the seller's home delivery, sitting at home from the hands of the delivery of goods.

"P >" the rapid development of logistics express industry in recent years has become a miniature.

From delivery of parcels to intervention in production and procurement, the e-commerce logistics industry has continuously innovated to become a new growth point of China's economic development. In the past 3 years, the National Express business has increased by an average annual growth of more than 50%, and the growth rate has increased 25% in the first 5 months of this year.

Liang Chunxiao, vice president of Ali group and director of Ali Research Center, seems to be behind the switch of commercial infrastructure from the traditional commercial infrastructure represented by shopping malls to the new commercial infrastructure represented by online shopping. P

With this switch, "the entire business landscape will change accordingly."

the switch of the commercial infrastructure is the fourth retail revolution that is happening now, according to Professor Hong Tao, Dean of Trade Department of Beijing Technology and Business University.

After the 3 retail revolution brought by previous department stores, chain stores and supermarkets, the development of e-commerce has brought about a revolutionary change to the retail industry. Meanwhile, the fifth smart store revolution is also going on quietly.

"all kinds of signs indicate that the traditional retail business mode, profit mode and marketing mode must be changed and innovating, especially for the development of entity retailing enterprises, which is already at the crossroads where they will continue to grow or to be eliminated."

To Xin.

turn is not easy.

"if the traditional retail industry is unchanged, it will become a dead end."

At the Yabuli forum at the beginning of this year, Shen Guojun, chairman of Yintai commercial group, is straight forward.

in the wave of surging electricity supplier, the traditional retail practitioners with keen sense of smell have felt the atmosphere of aggressive change, and have entered the electricity supplier, trying to break through with pformation.

According to the data released by China Chain Store Association in April this year, 62 of the top 100 chain enterprises in 2012 launched online retail business, an increase of 3 compared with 59 in 2012.

however, compared with Taobao, Jingdong and other electricity providers growing up on the Internet, the traditional retailing business is not going smoothly. At present, most of them are still in the stage of exploration or experiment.

In 2012, there were 32 top 100 enterprises in the 59 top 100 enterprises that launched online retail business, and 34 of them supported cash on delivery.

In the latest statistics of the top 100 chain enterprises of 62 touches, there are only 9 sales of over 100 million yuan, compared with the trillion billion nationwide network retail sales.

Less than P, even the two leading giants of the traditional business, Suning and Gumei, are still on the ice in the field of electronic commerce.

Suning e-commerce business in 2012 to achieve the main sales revenue of 15 billion 216 million yuan, did not meet the previous set of 20 billion yuan sales target.

Gome achieved only 4 billion 410 million yuan in 2012 in terms of e-commerce, with a loss rate of 15% to 20%.

this seems to have fallen into the incisal curse of the debate: "traditional enterprises are seeking death in e-commerce, not waiting for death."

The reason for Hong Tao's view is that the traditional retail enterprises have not formed a unified retail development strategy under the online and offline strategy, or two pieces of leather under the online and offline, and have yet to find their own e-commerce profit models.

how to effectively integrate resources on line and offline becomes the key to get rid of the curse.

In this regard, Suning made an attempt to change from traditional shop operators to "cloud merchants" of "shop operators + electricity supplier + retail service providers".

Sun Weimin, vice chairman of Suning cloud business, said that in the past, online and offline was the two channel. From the beginning of this year, the company reorganized the pattern, that is to say, it became a company and two platforms to share backstage inventory, logistics, information and services.

"P > Gome made another choice: in June 5th, Gome was stationed in Tmall on the whole.

It is reported that Gome will integrate the online and offline systems with Tmall's platform resources.

The two sides will also conduct in-depth cooperation in the supply chain system.

other traditional retail enterprises in China are also actively exploring the road of pformation.

In January of this year, the online shopping mall of Wangfujing department store was formally launched, and the new domain name "Wangfujing" was launched, which is regarded by Hong Tao as "taking full advantage of the brand effect of the physical store".

According to the introduction, in the next 5 years, Wangfujing department store will strive to explore a new mode of retail and marketing combined online and offline.

Yintai group first established the electricity business division in March this year, Shen Guojun said. "Within the group, the electricity supplier will be more and more closely integrated with the traditional department stores and shopping centers business. We are striving for the application of new technologies in various stores in a relatively short period of time, so that the online and offline integration can be gradually achieved."

overseas retail giants are also catching up with China's electricity supplier market.

At the end of last year, WAL-MART acquired the "No. 1 store" and became the largest retailer of online virtual stores in China and multi-channel marketing layout of offline stores.

Parkson also tried to operate the electronic business platform in May last year.

Zhang Baotai, vice director of the China Electronic Commerce Association, pointed out that the coordinated development of online and offline businesses will be promising. Once the scientific "touches the net" and explore the O2O mode that meets the enterprise's own characteristics and development rules, the future development will be 1+1>2.

future infinite possibility .

with the rapid development of e-commerce and the active touch of traditional retail industry, industry experts and scholars are concerned about the same question: will the traditional physical retail industry be replaced by electricity providers in the future?

Hong Tao P denied: "online trading is surging, but experiential consumption of physical stores will not be replaced."

In his view, the traditional entity retail and the electricity supplier are complementary and complementary rather than substitute relations. "The two are integrated into a whole, not who will replace them, but they become an important part of the retail industry".

in the view of Zhang Wensheng, chairman of Limited by Share Ltd group of the Ginza group, the Chinese have the habit of shopping and shopping is fun, which creates favorable conditions for the entity store.

The physical store lets consumers fully feel the happy shopping experience, which is unmatched by online stores.

in fact, it is seen that the complementary advantages of physical stores, some of the online business began to layout under the line.

The online child and maternal electricity supplier red child announced this year to accelerate landing. The first store is expected to open in Beijing in August.

Taobao's a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand was also expanded online last year.

Kelan diamond and so on have been insisting on online shopping and offline experience center.

for the traditional retail industry, keeping pace with the times and changing from customers to customers has become an inevitable choice. On the one hand, taking the high-end route and focusing on high-end consumer groups has become a "safe haven" for some businesses. On the other hand, the pformation from a single department store to a comprehensive commercial body with shopping and entertainment as a whole has become the choice of more and more businesses.

some businesses began to explore more future oriented technologies.

Anhui Le Cheng supermarket has set up domestic professional shopping cart elevator, self packer and self-service cash register for customers. It is committed to building "China's first future supermarket", and plans to open 400 supermarkets and build two distribution centers in Anhui in the next 3 years.

Less than P, Suning launched its first super store in Lenovo, Beijing last September.

Lin Hao, who has just finished shopping in the mobile phone experience area of the store, is telling us, "the environment is very fashionable and the layout is quite reasonable. What's more, the newly listed models are available here. The prices are almost the same as those on the Internet, and they can also be tried in person.

If you are tired, you can sit here and have some drinks. There are WIFI in the shop, you can get access to the Internet free of charge.

It's really good. "

according to Suning's plan, we plan to open 400 super stores in 3 years.

The main functions of the future online are drainage, order and payment. Stores will mainly carry out service and experience functions, and even realize unattended shopping environment through mobile devices.

intime department store aimed at the big data under the line, and began to try online member information collection and personalized recommendation.

When the user enters the store and the mobile phone connects to the WIFI, the user ID will be uploaded to the background.

After algorithm analysis, the system pushes relevant promotional information and coupons, and guides users to complete consumption in physical stores.

"through mobile phone numbers, the user's online shopping attributes are linked to the offline, which is an important part of the digitalization process that Yintai department is trying to do now."

Yintai COO Lin Chen said.

according to the plan, by 2014, Yintai will also import catalog information and purchase information into the backstage system to establish user purchase behavior analysis.

"In the future, we should not only catch user's after-sale records, but also care about the decision-making path of pre-sale consumption.

For example, users like to visit frequently forums and websites are the basis of consumer decision-making.

Lin Chen revealed.

P, e-commerce, mobile Internet, big data, cloud computing technology, when these words embrace traditional retail industry, the future of retail industry is full of possibilities.