O2O Can Solve The Problem Of Traditional Retail Touches

< p > the sales volume of large retail industry has reached the lowest growth rate in 14 years, while the growth rate of online shopping has reached 42%, and the scale of mobile online shopping has increased by 165%.

In 2013, the situation of China's retail industry was quite different.

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< p > in the face of various levels of electricity supplier extrusion, many retail enterprises have "touches the net" to test the water O2O (Online To Offline).

According to the industry, O2O needs time to test the realization of the "new generation" of the traditional retail enterprises.

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< p > < strong > traditional retail is bound by "net" < /strong > /p >

< p > according to the statistics of the China National Business Information Center, in 2013, the retail sales of key large retail businesses increased by 9.1% over the same period last year, and the growth rate slowed down 1.1 percentage points over the previous year, the lowest since 1999.

Online shopping still maintains a 42% high growth rate.

China's retail industry is "double hot".

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > garment industry < /a > for example: in 2013, the sales price of clothing products of the major large-scale retail enterprises in the country rose at the lowest level in nearly three years, and even declined in a single month.

Facing the pressure of the electricity supplier, the retail enterprises have stepped up the intensity and frequency of the sales promotion, but from the perspective of the effect, the sales volume of the clothing has not been speeded up obviously, and the sales decline is still.

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Compared to P, online sales maintained a relatively high growth rate. According to the data of China Electronic Commerce Research Center, in 2013, the scale of clothing online shopping in China was about 407 billion 610 million yuan, an increase of 33.6% over the same period last year.

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< p > according to the data of Analysys think tank, in 2013, the scale of Chinese B2C clothing category pactions reached 199 billion 650 million yuan, an increase of 87.4% over the same period, and the growth rate was much higher than that of large retail enterprises.

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< p > Shan Bai, chairman of Shijiazhuang Nordic 100 group, is "headache" to the electricity supplier. "The most terrible thing about the electricity supplier platform is the training of the consumption habits of the main consumers in the next 20 years."

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< p > appliances market is also facing the embarrassment of the clothing industry.

According to the National Bureau of statistics, the growth of retail sales of large retail enterprises decreased from 27.7% in 2010 to 7.2% in 2012, but slightly increased last year, but only 14.5%.

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< p > retail giants are testing water O2O < /p >.

< p > O2O is a newly born business mode that helps to achieve complementary advantages between online and offline. The core is to bring online consumers to the real store experience, to pay for goods and services online, and then to enjoy services on line.

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< p > in recent years, many offline businesses have tried to make Taobao a fitting room.

At the end of March this year, Alibaba's high-profile stake in intime department store was another trial of O2O.

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< p > according to Zhu Yu, director of Alibaba O2O, both sides have tasted the sweetness.

Last year, "double eleven" Taobao ended up with sales of 35 billion yuan. As one of the "fitting rooms", Yintai has added 1 million 700 thousand effective members in less than a month this year, while only 17 of its members accumulated 17 years ago.

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Less than P, Gome, Suning and other traditional offline appliance sales enterprises have also begun to try O2O mode, through the increase of offline experience, online and offline parity, buyout products and other ways to drive part of the sales back to the line.

According to statistics, the sales growth rate of online home appliance sales enterprises slowed sharply in 2013, and the growth rate of Jingdong mall has dropped to about 50% year-on-year.

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< p > Chen Jiaya, general manager of the nine Mu Wang Limited by Share Ltd, believes that the biggest advantage of O2O mode is to open and share information such as "sales, inventory, market and new products".

"Now the product development is based on the analysis of the background data, the direction is clear, no longer the designer is" behind closed doors ".

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< p > < strong > "double line" fusion is the highlight but not the end point < /strong > < /p >.

< p > the director of the China National Business Information Center, "a href=" http://www.91se91.com/news/index_c.asp "," Wang Yao "/a, believes that the essence of online and offline competition is to win more customers. Whether goods can satisfy consumer demand is still the core. O2O is only an innovation in retail channels, and its persistence needs to be observed.

"If the production and sale of commodities lack market competitiveness, the" double line "integration is ultimately just empty.

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< p > some entrepreneurs think that retail enterprises rely on continuous a href= "http://www.91se91.com/news/index_c.asp" > discount sales promotion < /a > the success of marketing has become more and more difficult. It is necessary to establish a short cycle, small batch and multi variety production mode that can quickly meet consumer demand and effectively reduce costs.

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< p > Zhou Shaoxiong, chairman of the Industrial Company of seven wolves, believes that under the circumstances of subdivision of consumption, narrowing of consumer groups and fragmentation of demand, it becomes very important for whom to serve, and there will be market demand if products are individualized in terms of design and production.

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Shen Jianfeng, deputy general manager of Bosideng Menswear, believes that the business and mobile Internet will completely subvert the business thinking of P. The traditional brand must respond quickly to the needs of consumers, giving consumers the best consumption experience while laying stress on product research and development, and realizing seamless connection between online and offline, so as to realize the pformation from old to new in the era of big data.

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< p > Wang Yao said that the pformation and innovation of traditional large retail enterprises should focus on two key points: first, buying hands, obtaining the initiative of ownership, pricing power, and variety of styles; on this basis, developing O2O, carrying out the same price and differentiation on line and offline; two, personalized customization, using modern information technology and means to analyze the individual needs of consumers, and satisfying consumers' personalized customization.

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