Traditional Supermarket Instincts Against Traditional E-Commerce Sites Across The Border

< p > it is understood that up to now, Shanghai is the first and the only pilot city of Tesco online shopping service.

At the initial stage of operation, the pport area covered only the inner ring region of Shanghai.

If the test is successful, Tesco will gradually expand its scope of service.

According to the news, if the Shanghai pilot is successful, Tesco will launch online shopping in 50 cities in China in the second half of this year.

Whether it comes from considerations of self pcendence or even self redemption, or from instinctive resistance to the traditional cross boundary of traditional e-commerce websites, the traditional supermarket's online steps are increasing.

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< p > supermarket counterattack < /p >.

< p > despite being kept in the vortex of frequent rumors such as frequent closedown, acquisition and other undesirable rumors, Tesco, known as the pioneer of British online retailing, has finally made an important step in China's online layout.

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P recently launched Tesco's online shopping service in the Chinese market.

The Tesco online shopping service will provide consumers with thousands of kinds of food, including fruits and vegetables, as well as daily necessities, according to the chief executive of Tesco.

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< p > it is understood that up to now, Shanghai is the first and the only pilot city of Tesco online shopping service.

At the initial stage of operation, the pport area covered only the inner ring region of Shanghai.

If the test is successful, Tesco will gradually expand its scope of service.

According to the news, if the Shanghai pilot is successful, Tesco will launch online shopping in 50 cities in China in the second half of this year.

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< p > although the above executives did not respond specifically to the data, they said they would make the final decision based on customer feedback and pre registration, but they did not hide the high expectations of Tesco's headquarters: "we are very confident in online business, and have already had a detailed long-term plan and blueprint, and have invested a lot of money."

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< p > in the eyes of the responsible person, the digital age is quietly changing people's lifestyles, including shopping habits. This change gives an opportunity for Tesco to interact with customers in different channels to meet the changing needs of consumers. "The integration of multi-channel formats is the future of the retail industry. This is the main reason why we bring online shopping business to China."

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Less than P, Tesco called it "bringing in China", because as a pioneer in the global retail business, Tesco began to use its existing shop network to distribute in the UK since 1997.

According to Tesco group's 2012/2013 earnings report, in 2012, Tesco's global online sales grew by 13% year-on-year, the first time it reached 3 billion pounds, or about 28 billion 800 million yuan.

Tesco has successfully opened online shopping platform in 9 countries in Europe and Asia, and China will become the tenth window for Tesco online sales.

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At P, almost the same time, as the first place in the Chinese market, foreign capital rankings also announced the news of entering the new war.

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< p > > according to the announcement of Gao Xin retail of Da Yun FA parent company, it has registered and established the joint venture company's flying Niu Ji Da e-commerce in Shanghai, with a registered capital of 100 million yuan.

Among them, Gao Xin retail Affiliated Companies Kang Cheng investment (China) Limited invested 65%, and registered Excellent First Limited in Hongkong contributed 35%.

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< p > according to the new financial reporter, the legal representative of flying Niu Ji Da is Xu Shengyu, chief financial officer of Da Run Fa.

According to the plan, Gao Xin retail is expected to launch online stores by the end of the year, and will use the original RT Mart as the distribution center.

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At the same time, WAL-MART has also boosted a wave of its foot into the electronic commerce market by buying shares 1 shop, which has continued to boost this wave. P

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At the end of 2010 and May 2011, Sam launched online shopping services in Shenzhen and Beijing's member stores respectively. In 2012, the online store of Sam members tried to launch the fresh food distribution service in the designated area in Shenzhen. In late April 2013, the shops on the WAL-MART Sam network were refrigerated on line, opened the online shopping direct service in Futian and Nanshan main areas of Shenzhen; May, the fresh and refrigerated online shopping service of WAL-MART Sam online store landed in Guangzhou, first covering most parts of Panyu; in the future, the mode will be replicated in Shanghai, Hangzhou, Suzhou and other places in May 2011.

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< p > in addition to that, Yonghui, Carrefour, agriculture and Commerce...

The online counterattack in traditional supermarkets has started.

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< p > electricity supplier cross boundary < /p >

< p > to some extent, the acceleration of the traditional supermarket's electric business process is due to the stimulation of the traditional electricity supplier's "Yue Yue" behavior.

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< p > July 3rd, shop No. 1 officially announced that following the beginning of April this year, it entered the "1 orchards" on the line of fresh products. It became the first self catering mode of B2C business in the field of fresh water, and the 1 shop self operated vegetables will also be formally launched.

At present, the self operated vegetables of No. 1 store cover nearly 40 kinds of vegetables, including rhizome, leafy vegetables and fungus, and the sales range covers the whole Shanghai area except Chongming island.

According to the plan, shop No. 1 expects to launch frozen products on the end of July and early August. It will be extended to Beijing and Guangzhou in early September, and it is expected to introduce cold storage products in December.

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< p > although Shop No. 1 belongs to the traditional electric business enterprise, after all, it has always been based on the online supermarket mode of "online WAL-MART", and now it has become the enterprise of WAL-MART, so the behavior of shop No. 1 is still reasonable.

And other business enterprises in the fresh water electricity supplier on the water test behavior, but not necessarily let the traditional supermarkets do not turn a blind eye to.

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< p > for example, Jingdong mall.

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< p > in May this year, Jingdong mall launched Jingdong supermarket channel into the food field, involving more than 5000 kinds of products, such as leisure products, purified water, grain and oil, condiments, beer beverages, milk and so on.

It is understood that within a week of Jingdong supermarket sales, the sales scale increased by 35% per day.

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< p > this is only a prelude to Jingdong supermarket.

In the second half of this year, Jingdong supermarket will set foot in the fresh area, and at the end of the year, it is expected to make further moves in the cold chain market.

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< p > of course, the online supermarket, especially the fresh electricity supplier market, is not a Jingdong mall.

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< p > May 2012, SF EXPRESS's electricity supplier food store "Shun Feng optimization" on line, now is also the main category of fruit and other fresh products; in June of the same year, Taobao on-line eco agriculture channel; May this year, Tmall's pre-sale channel on the line "the most fresh" plate, pre-sale of fresh products; June, China launched the seafood channel "fresh dock"; July, Tmall announced the trial cold fresh water chain logistics, "fresh fruit" has become the first category to provide supporting cold chain services.

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< p > another evidence of the increasingly active fresh electricity supplier in recent years is the pursuit of all kinds of capital.

Founded in 2010, the fresh electric business enterprise excellent food network, after 3 months of online access to get angel investment of 2 million yuan; in the first half of 2012, from the agricultural products base industry to the online market, the new US group introduced Ping Yuan venture capital and other 300 million yuan investment fund;

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< p >, however, to be practical and realistic, the challenge of fresh electric business is also not small.

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< p > first, fresh products are non-standard products. There are many problems in brand, style, standard, product introduction and product safety. Secondly, logistics distribution is a major problem in front of fresh electric business. Cold chain is the basic requirement of fresh electric business. However, on the current China's cold chain logistics system, although there is a certain foundation on the trunk line, the cold chain distribution in the same city and the last mile are still groping. In addition, many problems such as short shelf-life, high wastage rate, difficult inventory management, insufficient user scale, and lack of consumption habit are all barriers to these fresh electric providers.

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< p > "in the circle, there is a saying that the fresh electric business is called" gambler's game ". For those who have no professional background, they are too risky.

Today, Wang Lang, who has left the company from a large supermarket company in China, has told the new financial reporter that although the fresh electricity supplier is full of momentum, it is unlikely that anyone who can really make big profits and profits. "When these traditional business enterprises enter fresh life, they will find that their advantages are not many."

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< p > somewhat similar to Wang Lang's view, Ma Renhong, Secretary General of Guangdong Logistics Industry Association, also pointed out: "the last mile distribution is the weakness of pure electronic business platform for fresh products, and the supermarket chiefs are using entity supply advantages or counterattack."

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< p > protracted campaign < /p >

< p >, can the traditional supermarket giants really be willing to counter attack? The answer may be yes, but this is bound to add a deadline.

Yonghui's trial and error attempt just proves this point.

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< p > at the time of Tesco, Da RFA and other enterprises speeding up the network, Yonghui, who has a good advantage on fresh products, is blocked by online impact.

Yonghui's e-commerce website "half sky" quietly launched in early April of this year, and since the end of May, the official website entrance has disappeared, and the website is quietly offline.

In this regard, Weng Haihui, vice president of Yonghui, said that the "half sky" website was originally licensed by Yonghui culture and Media Limited company, but the media company did not have the qualification of ICP. Therefore, Yonghui decided to change it to Yonghui Modern Agriculture Development Co., Ltd. to apply for electricity supplier license.

Therefore, during the change of license, "half sky" can not be used for the time being.

As soon as August, the "half sky" will be re launched on the new image and come back again.

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< p > "shutting down the electronic business platform which has been heated by the industry in the light of the reasons for changing the ICP record.

There must be many reasons for this. The biggest problem is the existence of Yu Yonghui, including capital level, management level and operation level.

Li Xue, CO manager of DCCI, said to the new financial reporter.

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< p > Wang Lang further said that the suspension of Yong Hui's online business can be seen as the epitome of the pformation of the traditional supermarket business: "Yong Hui is one of the few supermarkets in China that can make fresh food, and its attention to the electricity supplier is not bad, even though it has fallen into the situation of" aborted "in less than two months of operation, it can only show that the pformation of Chinese traditional supermarket into fresh electric business is still very long.

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< p > fresh direct CEO Li Tingye also pointed out that the story of "half sky" has struck a wake-up call for China's supermarket industry. At present, China's supermarket pformation is not yet ripe for fresh electricity providers: "online prices are in line with the retail prices of supermarkets, which is a big injury.

In terms of operation cost, the existing offline cost can not be saved, and the "packaging cost + distribution cost + distribution loss" will be increased. Thus, the cost of electricity supplier has not been lowered, but it has been pushed up. The operation efficiency is not high in the supermarket mode. How can this be sustained? < /p >

< p > in fact, over the years, there has always been a lot of fetters in the pformation process of traditional retail enterprises.

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< p > from the point of view of thinking, most of these traditional supermarkets have traditional business thinking, not to say that they are contrary to the thinking of e-commerce. At least there are many differences between them.

It is difficult for traditional supermarkets to allow themselves to burn money in new businesses. This pattern of replacing the scale with long-term losses is even regarded as a "great rebellion" in the eyes of traditional retail enterprises.

As a result, many new e-commerce buds sprouting on the old tree of many traditional retail businesses are often trimmed or even cut off without waiting for growing up or shaping.

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"P >" from the product, the products of traditional retail enterprises line down the line, the price is the same, the delivery cycle is long, many of them are moving the contents of the offline entity stores to the Internet, it is difficult to attract eyeballs.

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From P marketing point of view, from the marketing point of view, the promotion way of traditional retail enterprises is more inclined to the promotion of physical stores, and the promotion cycle is too long. It is impossible for some e-commerce platforms to have sales promotion almost every day, and the sales promotion is not ideal so that the flexible replacement on the same day will make it difficult for consumers to browse instantly.

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< p > more important is the restriction of talents.

At present, traditional retail enterprises lack IT professionals and professional network sales team.

Online shop page design is old-fashioned, lack of modern fashion sense and Internet gene, it is difficult to attract popularity. At the same time, it only promotes by original brand and channel, and will not enter with other portal website links.

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< p > according to the data released by Taobao University, the talent gap of the e-commerce industry in the next three years will reach 4 million 457 thousand.

"What is the shortage of talents in the e-commerce industry, and how many of them are willing to go to traditional enterprises to do e-commerce?" even more, even if they want to, they are just electricity suppliers, not retail talents, and cross industry talents are really hard to find.

Wang Langtu revealed the frustration in the pformation of traditional enterprises.

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< p > "these are restricting factors, which are the crux of the traditional enterprise's failure to come and go."

Do you say that traditional supermarkets do not have enough e-commerce? In fact, many foreign businesses do not speak of foreign capital, but Huarun, the United States and the United States did not make much effort.

Otherwise, how can anyone say, "traditional enterprises do not do electronic commerce is waiting for death."

Wang Lang smiled bitterly.

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< p > but no matter how hard it is, no enterprise dare to turn a blind eye to this business.

Even if it is just testing water, even if it is just exploring the way, or even a trial and error.

As early as the 1 shop in WAL-MART, Liu Hongjiao, chief consultant of the commercial solutions consulting company, admitted to the new financial reporter, "no matter whether it is testing the water or exploring the road, this is the right thing to do."

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"P", a senior Chinese retail executive who does not want to be named, also told the new financial reporter: "retail businesses are realistic, but the pformation to e-commerce is actually the future. Despite the fact that money and disputes are more or less against their criteria, they have not found a good profit model in the whole industry to try and find the possibility of success. It is always worth encouraging."

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Less than P, moreover, for these traditional retailers, the online market is a big piece of cake without controversy, and the offline market is becoming more and more hindered.

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P, a recent McKinsey survey, showed that China's e-commerce sales last year were estimated at $190 billion, almost the number one in the world.

By 2020, the scale of China's online retailing industry will reach at least 420 billion US dollars - more than the sum of the United States, Japan, the United Kingdom, Germany and France.

According to a white paper on food online shopping published by micro-blog and Analysys International by the beginning of this year, the next popular online shopping category is fresh food in the next three to five years.

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< p > in line with the offline market, 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.

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< p > thus, it is quite important for traditional retailers to walk on two legs under the line and line.

And how to walk steadily needs time quenching.

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