Traditional Retailers Began To Embrace O2O Mode.

　　 Physical retailer At present, the biggest advantage is still online, O2O mode has become an important channel for financing online and offline resources. Since the beginning of this year, all kinds of retail businesses and all kinds of physical volume retailers have taken the initiative to embrace O2O to achieve their own transformation, and O2O mode has made innovations in the specific operation of retail business.

In early June, Suning announced the same price of products under the online and offline products, emphasizing the integration of online and offline channels in goods, services and prices. The Suning O2O mode was fully operational. In late June, big Rd. announced its entry into the electricity supplier field. Its parent company, Gao Xin retail announcement, said that in Shanghai, 100 million yuan was set up to set up an electronic business company, "Fei Niu Ji Da". Its electronic business platform "flying cattle net" started investment. In September, a number of main stores in Wangfujing launched WeChat's public accounts on their own stores, trying O2O mode. Wangfujing management said publicly that it will adapt to the change of consumer demand and build a new consumption mode under the online and offline channels. In October, the new world department store and Tencent's three party payment company Fu Tong Tong jointly released a virtual prepaid card based on WeChat application, "micro music payment", with WeChat as the platform to further explore the O2O mode.

During the "double eleven" period, the O2O mode has been heartily deduced by retailers of various entities. Intime department store leads its 35 entity shopping centers to participate in "double eleven" as a commodity display shop, supporting customers under the fitting and online purchase; Xuhui mall "double eleven" online and offline. Interactive marketing To enhance the popularity of online sales. Bailian Group also announced in December 1st that its Bailian electricity supplier had held a supplier strategic cooperation alliance meeting to maximize its resources to the online and offline businesses, and to start the O2O business such as "online booking store" and "store electricity payment".

Insiders pointed out that from the perspective of online and offline supply chain integration, the offline enterprises with the advantages of network layout density and warehousing and distribution links have obvious first mover advantages. The integration of online and offline supply chains combines electricity commodity richness, order density, information density, etc. with the layout of physical outlets and distribution of logistics network, so as to realize the complementary advantages of the two supply chains.

Analysts also believe that O2O mode It can achieve precise marketing, enhance the efficiency of local life service formats, and strengthen the value of commercial property in the core area. Through online precision marketing to expand customer groups, integrate decentralized consumer demand, enhance the original demand dispersion, consumption frequency and slow turnover of business under the single shop output, through scale to create higher profits.

The layout of the whole channel will become the development trend of the trade and retail industry in the future. The application and popularization of the Internet will profoundly change the shopping habits of consumers. In the future, with the popularization of smart terminals and the gradual promotion of 4G and other mobile networks, the full channel three-dimensional retail mode with mobile payment functions such as online shopping and mobile shopping will have more opportunities to stand out.

Taking a look at the actions of this entity retailer in O2O business this year, it is clear that the trend of physical retailer to carry out O2O business through "touches" has been clear. The offline operation of physical retailers is relatively mature, and the establishment of online platforms mainly consists of two basic paths: self built network platform and cooperation with e-commerce providers. The specific operation after the establishment of the online platform is the concentrated display of the corporate culture, marketing capabilities and channel integration of the major retailers.