Traditional Retail Leveraging Wechat Platform Layout O2O Mode

Since P August, the retail A shares, as undervalued varieties, have been continuously active, and those who have accelerated the layout of O2O have performed prominently.

Tianhong mall, Haining leather city and Hangzhou Jie Bai yesterday were all trading.

Analysts said that the pformation of retail industry to < a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a > online and offline linkage is a trend, but the specific effect remains to be observed. After shuffling, the company will win.

A home textile listed company secretaries said, "in the future, the entity store will be more as a commodity display and experience point, we will explore the electricity supplier mode, online and offline integration."

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< p > < strong > traditional retailing leveraging WeChat platform < /strong > /p >

< p > Tianhong mall announced yesterday that the company joined the Tencent micro life to create a rainbow application platform. In September 13th, it first launched on the shopping center of Baoan Central District in Shenzhen, and plans to extend to other 60 stores in the country by the end of October.

This is the O2O project launched by WeChat, which is an important part of e-commerce in the commercialization process.

At present, WeChat has more than 400 million users, and the O2O business will enable customers to share customers with WeChat.

According to the relevant official of Tianhong shopping center, WeChat is trying to make Shenzhen Tianhong mall a benchmark for WeChat O2O.

Although the company said that the above business is currently in its initial stage, it has no significant impact on the company's financial position and operating results in the current and future fiscal years.

But as the first Department of traditional department stores to join WeChat, the news of Tianhong shopping center came out, and the fund was in touch with the wind. The stock price of the company has been 5 plus Yang.

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< p > > Haining a href= "http://www.91se91.com/news/index_c.asp" > Pi city < /a > online shopping mall (Hai PI Cheng) was launched on Thursday.

The company plans to invest no more than 10 million yuan in 2013 (excluding Zhejiang ICBC).

Societe Generale Securities analyst Zhang Feng believes that the online platform is a supplementary channel under the line, and the short-term impact on earnings is limited, but it still has a positive layout significance.

The company's electronic business platform mainly adopts three main forms: "enter shops, store stores, and support marketing services" to realize O2O.

Enter the shop, that is, the entity store merchants directly shop in the city of leather, after the paction, pick up the discount point (currently around 4% point of discount rate); the entity store is to guide the entity store to join the membership way to promote marketing in the city of Hai, to collect membership fees; marketing service support, that is, entity store operators online shop or online marketing promotion.

Data show that in 2012 the Haining leather industry Taobao paction volume of 3 billion 800 million yuan, online sales of multi positioning low (unit price of 700 yuan), the company opened the electronic business platform helps to take advantage of its own supply chain gathering advantage grab the share of the line.

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< p > in addition, Hangzhou Tower shopping mall in Hangzhou has begun an attempt to commercialize WeChat, and the grand headquarters of digital products is also expected to enter O2O mode.

Retail enterprises such as Wenfeng, Nanjing and China have also disclosed plans for the "O2O" model.

Such as Wenfeng shares in Shanghai e interactive said, the company itself will build an electronic business platform, for the Nantong area, do regional network shop.

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< p > < strong > consumption warming and pformation stimulate stock price < /strong > < /p >

< p > it is understood that at present, the entire retail industry is undergoing pformation. There are four main directions: one is electronic commerce; the second is to increase the proportion of shopping centers and to set foot in online businesses; the third is Suning's "cloud business" mode, that is, "store business + electricity supplier + retail service provider", online and offline integration; the fourth is the O2O mode of Tianhong mall.

The release of the 5 edition of WeChat has brought opportunities for pformation in the traditional retail O2O mode. Shen Wan analyst Jin Zefei suggested that investors should pay close attention to Nanjing business (independent R & D mobile Internet platform) and Tianhong Mall (with the help of the third party WeChat platform).

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< p > although the O2O mode looks "beautiful", the head of a supermarket listed company said that if there is no channel integration, < a href= "http://www.91se91.com/news/index_c.asp" > brand resources < /a > and capital investment, it will be very difficult to make profits.

He believes that the rise of commercial retail stocks is because of the long silence, while the Statistics Bureau released consumer goods market data in August, showing that the consumption of terminal consumer is getting warmer, the total retail sales of social consumer goods is 1 trillion and 890 billion, up by 13.4% compared with nominal growth in the year (after deducting the actual price growth by 11.6%).

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