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Don't Let The Electricity Supplier Become The Traditional Retail Enterprise's Chicken Rib.

2014/1/28 8:53:00 16

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believe that most a href= "http://www.91se91.com/" > traditional retail enterprises < /a > and branding companies will find a common problem when they sum up their work in 2013: the growth rate of e-commerce business is declining or less than the average level of the industry, and the deficit is expanding. Of course, there are many excellent enterprises, but they should also be rare. 
 as long as we look at the income and profit growth of several large business platform and search entry enterprises, let's take a look at the total industry growth and the number of newly entered enterprises. These three big figures can deduce the general situation of the entire electricity supplier industry. 
 if we find it troublesome, we should adopt a simple method: directly search for the "electricity supplier growth rate" of some larger retail enterprises, and basically see the rhetoric of two or three years ago, hardly any of them dare to announce the growth of 2013. 
Less than 20% of the revenue, less than 20% of the company's profits, and the loss of the new business with loss of hope. How should the boss make decisions? p
 cut it down? This determination is really bad. On the one hand, the electricity supplier represents the trend of the future; on the other hand, the company has invested a lot of 00 in the past few years. 
 keep it. Look at the budget of the electricity supplier department in 2014, think about the mobile Internet, and think of the physical store is also in decline and need more input. 
 at this time, if someone carries a bowl of chicken soup successfully, it is estimated that you will be like Cao Mengde in the same year, shouting three "chicken ribs". 
 Where is the problem? 
 the company's electronic business team will basically give two explanations in the summary: one reason is that the mobile Internet will start to rise, and PC retail is out of date. The company needs further investment to seize the commanding heights of the mobile era. Another explanation is that competition is too fierce, marketing costs rise too fast, and human resources are scarce. 
If P is more professional, it will still feel that the company has not invested enough, whether it is manpower or material resources. Because Internet experts say, the era of electric business is a time of horse race enclosure, and it is impossible to make a good profit by thinking about profitability. Only when the top three of the industry get the chance to make profits. 
 looking at lengthy teachings and seemingly rational analysis, we usually believe in traditional retailing. 
 good or bad, in fact, you can find countless reasons. However, the core of business is to see whether there is any value in the value chain of business. 
In the case of a traditional department store, an online shopping mall that opened a famous department store in China is very similar. No matter what the characteristics of the website are, such as browsing structure, classification structure, commodity and brand structure, can anyone remember what features are there after ten p? 
 "no characteristics" has rich connotation in the commercial sense. The most intuitive means that there is no way to save the marketing cost and reduce the cost of the delivery. Second, the conversion rate is bound to be poor, and the operating cost is bound to be relatively high. Because there are no characteristics, which means that they do not know what consumers should buy, they can only pile up goods and brands, and the cost of this action can be calculated. 
From the commercial point of view, the essence of P is that there is no strong category. In simple terms, under the traditional entity system, department stores have formed certain strong and unintentional categories because of historical evolution and business circle selection and positioning. Ordinary consumers know what to buy, and which store can buy the most likely, so each of the shopping malls have a certain kind of business capacity. 
 the formation of a strong category takes many years, and this rule still applies in the Internet age. However, when you move the strongest category in a physical area to the Internet, you find that it is not so strong at the moment, and the sales effect is not good enough. You dare not insist on building a strong category, so you begin to enter the chicken ribs. 
 Where is the way out? 
 let's go back to the question of "abandoning" or "not abandoning". 
The answer to p is clear, because there is no way out. 
 according to public statistics, the growth rate of more than 100 scale retail enterprises has been declining for two consecutive years. In the department store industry, more than 70% of the enterprises appeared negative growth in 2013. Based on the average net sales profit margin of the 3-4% industry at present, it is estimated that even if the online retail growth rate has returned to about 30%, the safety margin of the traditional retail enterprises has almost disappeared. 
The history of P is often tragic. The traditional a href= "http://www.91se91.com/" > retail < /a > enterprises must have a bit of a heroic mentality from the digital point of view. Especially when the department stores on the basis of the joint venture system, once the sale falls to a critical state, it will immediately enter the vicious circle of supply business voting. There will not be a lucky loss of a few points in one year, but a cliff shaped fall will come after a critical point. 
 therefore, at present, the choice becomes very important, because there is not enough time for trial and error. 
 from the history of the rise and fall of business in North America, success and failure can almost be attributed to the deduction of core categories. Therefore, all choices should be centered on the core business elements of the business. 
 first, reorganize and integrate the current strong category resources and establish breakout direction 
 from the point of view of the art of war, the first task is to choose the direction of breakthrough. The breakthrough direction of retail enterprises must start with the strong category that has already formed. For the establishment of strong categories, we can not stay in the current state, we need to integrate resources and supply chain. 
 there is a simple example for reference: anyone who has experience in North America often finds a problem: the same vegetables and fruits are usually bought in Western supermarkets, which are usually of better quality and longer preservation time than those bought in Chinese supermarkets. 
 > the author has studied the logistics links for this reason, and immediately knows why: in the third party logistics providers, the supermarket's inspection, cold chain requirements and delivery time requirements are much higher than those of the Chinese supermarkets, which, of course, means that the logistics cost is high. 
 I would like to point out that if we want to form a strong category on the Internet platform, we must start from the source of the commodity and integrate every link of the supply chain to form a commodity resource of sustainable operation and strong category. The main meaning of this resource is commodity uniqueness and cost performance. 
 Second, reconstruct the current mobile, < a href= "http://www.91se91.com/" > traditional Internet < /a > and entity business 
 on this issue, the greatest advice of the author is to try to forget the fashionable concepts such as the whole channel, but concentrate on the effective combination of the various technologies available, operate normally with a normal attitude towards new technology and new channels, and form a business atmosphere with characteristics and temperature in the business circles that enterprises can touch and influence. 
A strategy that can be considered in is to "make mobile points, make Internet lines, and make physical stores". Explain in detail: 
 mobile to do something: mobile terminals must be unable to give up as a main entrance of future information and passenger flow. The reason why mobile terminals should be "do something" is, on the one hand, determined by the screen and browsing characteristics of mobile devices. Another key reason is that mobile terminals require categories to be more "focused and extreme" and even to the extent of single products. The goal of mobile terminal operation is to become an entrance which can rely on word-of-mouth and social network promotion. Of course, the promotion at the initial stage is essential, but it can no longer repeat the mistakes of the traditional Internet Mall era. 
 use the "Internet to do the face": it has been operating for several years, because it has no characteristics. Therefore, the work to be done is to recombine and adjust the selected strong categories to support the operation of the mobile terminal upwards, and to refine the characteristics of the merchandise combination of the entity stores and expand the coverage of the physical stores to meet the needs of some customers' online shopping. Under the guidance of this operation idea, we can substantially reduce the investment of traditional electricity providers and invest in mobile terminals. 
 > "physical stores do noodles": This is well understood. Relying solely on strong products can not become a department store, but requires a rich combination of commodities and brands around strong categories. At the same time, the deeper meaning of this "surface" is to become a solid foundation for the above two levels of operation. This includes both the operation of the integrated supply chain, as well as the routine action of basic data, and the integration of new technologies into the current entity business. It enables consumers to jump freely at the three operational levels of entity, mobile and Internet. This part is more complicated, and I will write another description. 
P is the last and most important thing to insist on. From ancient times to the present, there is no myth in business. Of course, the premise is to insist on doing the right thing, do not see the dazzling things will give up their right direction. Especially in the building of strong products, there is not a few years of repeated reinforcement and deduction, almost impossible to form.