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Taiyuan: Tang'S Ambition Makes Beauty Feel Anxious.

2014/7/5 13:50:00 69

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Wu Yanjie and Zhang Haoming took the high-speed railway from Beijing to Taiyuan for 2.5 hours on the same day.

Joining the Jingdong for half a year, they travel to Taiyuan at least 4 times a month.

Wu Yanjie can clearly recite the train timetable from Beijing to Taiyuan.

"this time it is mainly to visit the chairman of Tang Jiu and talk with them about the plan for the promotion of cooperation."

Wu Yanjie said that she is the director of marketing promotion of Jingdong O2O marketing department, and Zhang Haoming is the head of O2O sales and operation.

Tang is the largest number of convenience stores in Taiyuan, with more than 800 companies and the first O2O partner of Jingdong.

cooperation agreement was signed in June last year, but substantive measures only started in November: "Taiyuan Tang Jiu Da store" was launched on Jingdong.

Jingdong O2O marketing department was formally established in February of this year, at present, more than 50 employees.

Jingdong, which has just completed IPO on Nasdaq, is currently the most popular brand in China.

O2O's offline e-commerce mode is also the most popular concept of e-commerce.

Jingdong, which occupies the second place in China's B2C network retail market, has a market capitalization of nearly US $30 billion, and it is eager to accelerate the layout of O2O market.

the first battle was chosen in Taiyuan, Shanxi.

This inland city has slower pace of life than the first tier cities.

Chen Yuan, an old taxi driver in Taiyuan, feels that his life is like ten years.

in order to get a better chance to get the App on the subsidised taxi, Chen Yuan specially bought a Samsung smart phone recently. He ran to the computer city to buy it.

"I don't dare to buy electronic products online, and friends around have bought fake goods, and bad maintenance is very troublesome."

Chen Yuan said.

most of the people in Taiyuan are not enthusiastic about online shopping, and the knowledge of electric business is only limited to Taobao.

compared with the first tier cities rush through the courier, the convenience store is spread all over Taiyuan's capillaries, and two convenience stores are often concentrated on the diagonal line of a crossroad or the east west gate of a community.

The China City convenience store index, released by the China chain operators association, said the top three were Shenzhen, Dongguan and Taiyuan.

Chen Yuan visited the most convenient place every day is the Tang Jiu convenience store, buy breakfast drinks, pay electricity and gas charges, charge the phone, daily consumption demand can be solved here.

Almost every 5287 Taiyuan people own a Tang Jiu.

Jingdong wants to infiltrate the Internet atmosphere through the way of O2O.

Jingdong did a survey last year. It has a high reputation in a second tier city, but there is much room for improvement in the three or four tier cities.

At the beginning of 2014, Jingdong released its five annual strategy, one of which is the sinking of channels.

the traditional way of expansion is not suitable for Taiyuan.

Take the department stores with higher frequency of user purchase as an example, "the profits of fast selling products are lower, and the unit price of passengers is also low. If all the direct sales are carried out, gross profit margins will hardly cover the logistics cost of long-distance distribution."

Zhang Haoming said.

Taking into account the output ratio, Jingdong believes that the fastest selling product itself is not the best sales mode.

in addition, compared with the traditional Shang Chao, the electricity supplier does not have the advantage to grasp the local consumer demand at the moment.

Jingdong research found that its own department stores and local convenience stores, supermarkets, "a considerable proportion of the parts are not coincided."

"We have to rely on innovative approaches, and O2O may change the future."

Hou Yi, head of Jingdong's O2O division and Chief Logistics Planner, told the first financial weekly that cooperation with convenience stores is the most promising and feasible way of cooperation between O2O and offline merchants.

Less than P, convenience stores are the most flexible contacts for consumers. In addition, chain convenience stores have their own warehouse, cold chain storage and distribution system, serving one or two stores a day.

for Jingdong, Taiyuan, Shanxi is the ideal O2O proving ground.

however, not only Jingdong saw this potential.

"The business climate in Shanxi is very good, and entrepreneurs are eager to make a difference, providing a good soil for O2O cooperation."

Wang Jiahao, director of supply chain planning at No. 1 store, said to "first financial weekly", "the overall electricity supplier customer group is concentrated in the second tier cities, the base of the three line cities is small, but the development of the three or four tier cities is the next growth area for the electricity supplier."

in China's B2C online shopping market, there is a huge disparity between Jingdong and shop No. 1.

According to China's Electronic Commerce Research Center published in 2013 China network retail market data monitoring report, Jingdong market share of 22.4%, almost 10 times the number 1 store.

But in Taiyuan, where the entity stores stand, they stand at the same starting point.

P > every two weeks, Chen will leave the car for a day, drive the whole family to the supermarket, usually go to the most popular supermarket brand in Taiyuan, and buy a large number of household goods.

In April this year, the No. 1 store was working together with the MMD supermarket to line the flagship store on the Internet. It was only 5 months from the online store on the Internet.

May, Tang Jiu and Mei Tai Hao started a new round of promotional war respectively.

Tang Jiu convenience store is catering to Jingdong's "beverage Festival" activities. During the promotional activities, the beverage category has been reduced by 100 to 20.

Earlier, Tang Jiu convenience store has been doing more than 1 months of discount sales promotion, providing 1 yuan daily special dishes, the highest daily turnover number reached 5000 single.

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! --EndFragment-- > since May 21st, the first day of the "best 7 days" promotion has been launched. Every day, a category of goods has been reduced by 100 from 30 to 7 days.

A month ago, in the promotion of the flagship store on the Internet, the United States launched a 9.9 yuan limited time rush to buy, 1 yuan to send the activities, this promotional efforts to make the first day of the United States good online orders exceeded the 10000 single.

Tang Jiu convenience store and beautiful supermarket, Taiyuan's largest chain convenience store and chain supermarket, become the protagonist of O2O street battle between Jingdong and No. 1 store.

in the March when Wu Yanjie was exhausted, shop 1 employees lurked in Shanxi for a month.

Like P, like many retail veteran practitioners, Yang Wenbin, chairman of Tang Long convenience store, has long wanted to try the electricity supplier, but most of the peers who started the trial failed after spending $23 million.

the biggest pain is no flow.

Now I regard the electricity supplier as a service item mixed with convenience stores. Retail stores have two aspects: the most important one is the passenger flow, the other is the customer unit price, and any project that can lead people to convenience stores is cost-effective, even if it's just for a courier.

Yang Wenbin didn't expect much at the beginning, and thought that the electricity supplier could play a role of "diversion" at most.

Hou Yi, who had worked in Shanghai convenience store for many years, was well versed in the industry rules. P

He came up with a plan to make the convenience store interesting: let Tang Jiu set up a SKU store in the Jingdong.

Before Tang long ago, there were only 3000 kinds of merchandise, mainly to meet the daily needs, unable to meet the needs of bulk shopping. Every year, the flow of convenience stores would be reduced.

In Jingdong, setting up an online hypermarket can allow Tang to expand SKU and grab business with supermarkets.

in Yang Wenbin's China convenience store Committee, the same conclusion reached by the colleagues is that "convenience store is the best match with electricity supplier".

the Taiyuan convenience store market has an annual sales volume of 2 billion yuan in 2013, of which Tang Yuan accounted for 1 billion 400 million yuan, while the sales scale of the United States shopping mall was 4 billion yuan.

Hou Yi's way of thinking was recognized by Yang Wenbin.

and from this cooperation, Jingdong can collect royalty fees as an e-commerce platform, and get the convenience consumers to take the initiative to guide consumers. This is equivalent to free, but potentially effective advertising.

In addition, the distribution function of convenience stores can also be integrated into the logistics system of Jingdong in the future.

in fact, Jingdong has warehousing and distribution system in Shanxi, but compared with self built logistics channels, if it can rely on convenience store distribution, it can save a large part of the cost.

This gap makes shop 1 anxious.

Shop No. 1 has not yet built its own logistics in Shanxi. Orders are shipped from Beijing's main warehouse and delivered through the third party logistics center. The arrival time usually takes more than 3 days.

"In the future, we will also cooperate with the United States and Shanxi to build a warehouse, and improve the user experience with the help of the special distribution system."

Wang Jiahao said.

in fact, the construction of logistics system is a heavy asset investment, and also the first battle of O2O street battle.

Less than P, in November last year, Tang has invested 3 million yuan in information docking only, including its own information system improvement and procurement of electrical equipment.

The original cash register system, ERP system and WMS system are adjusted accordingly according to the needs of Jingdong.

"the overall input also includes logistics pformation, increase store equipment, and total investment in the early stage is nearly 30 million yuan."

Yang Wenbin said.

In 2006, Tang built a total temperature distribution center covering 60 acres in Taiyuan.

After the cooperation, Jingdong set up the Tang Long O2O project team to export the electricity supplier plan to help the project pformation.

Tang Jiu warehouse is a U shaped building. From right to left, it is divided into purchase platform, receiving platform, whole area, zero area, summary area and delivery platform.

According to the traditional operation process of convenience store, the goods enter the receiving platform through the purchase platform. According to the replenishment list of each convenience store, pick up the goods in the whole area and the zero area separately, and finally collect all the goods needed by a store to a cargo location.

now, the first floor of the U warehouse has been pformed into 5000 square meters of electronic business warehouse, SKU up to 10 thousand, most of which are not products in the original warehouse, such as large packaging rice flour oil and daily chemicals, Shanxi specialty products, maternal and child products, etc., basically can cover the supply of a large and medium-sized supermarket.

Tang Jiu SKU expanded from 3000 to 10 thousand in less than 1 months.

at the same time, in the pformation of system and logistics in Tang Dynasty, Jingdong is also upgrading its internal system.

"Now is the 1 version, the page experience is not very good, is the original background system pformation.

Now a new system is being developed, which will separate the O2O mode from the original brand entry mode. After entering, it will enter the positioning page first, and it is expected to go online in July.

Zhang Haoming said.

Jingdong can provide guidance for Tang's choice of commodities through big data analysis.

"I know very well which products have large hits and which products do not have hits, so that we can quickly adjust our product structure and constantly improve."

Yang Wenbin said.

"P" and "Tang Long's ambition" made Chu Dequn, the chairman of the United States, feel anxious.

the meeting of Shanxi Chain Association held in February this year, Chu de group heard the speech made by Chairman Yu Gang of No. 1 shop.

At that time, shop No. 1 was looking for O2O partners. The two sides decided to cooperate on the same day. It only took a month to confirm the project.

compared with the preparatory period of Jingdong for more than half a year, the cooperation between Shop No. 1 and the United States is very hasty.

But on the other hand, it is a hit.

"We hope to perfect our own industrial chain and find a new way of development before the traditional retailers are hit by the electricity supplier," he said.

Chen Ruixue, the head of the e-commerce company, said.

Under the support of shop No. 1, P set up a warehouse in its own logistics warehouse.

"Warehouse warehouse design, process design, including the use of TMS, WMS supply chain system, are provided by shop No. 1."

Wang Jiahao said.

in 1 months, shop No. 1 sent a planning team to the site to locate the site. As far as possible, found a small area to build a warehouse that meets the requirements of the electricity supplier, and gave a list of equipment to train the staff of the original warehouse.

at present, the warehouse is located in the second storehouse of the total warehouse. There are nearly 5000 kinds of goods in the electricity supplier warehouse, replenishing goods from the main warehouse every day. A 50 meter conveyor belt will send the stock of the total warehouse directly to the electricity supplier warehouse.

"You can simply understand the electricity supplier warehouse as another store of ours.

The advantage of this is that we do not need to take independent procurement, which can reduce the price of goods, and do not need larger warehouse for electronic business.

General Logistics Manager Li Bin said.

The process of warehouse is similar to that of Tang Dynasty. Customers will place orders at the flagship store of shop 1, which will be pferred to the distribution TMS system, allocated to the single store, assigned to the nearest shopping mall according to their location, picking, distributing, packing and collecting goods, and then go to the store with the low-temperature distribution of the stores at night.

but unlike Tang's strategy of expanding SKU, only one of the original 20 thousand or more kinds of SKU has been selected by the United States (5000). In order to ensure the advantage of differentiation, the 1 products in Shanxi will try to avoid these 5000 products in the agreement between the United States and the 1 shop.

in addition to the establishment of logistics system, promotion for Tang Jiu and Mei Tai is also a great investment.

Less than 1 months after the launch of the P online flagship store, the daily orders fell to 100 orders from 500 or more sales promotions.

After the online sale of Tang Long hypermarket for half a year, the sales volume is up to 1000 orders per day, usually about 400.

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< --EndFragment-- > ups and downs of order curve let Tang Jiu and Mei Tai realize that the same commodity should embody different advantages: promote experience offline, pay more attention to marketing online.

Only in this way can customers' understanding of products be improved.

to this end, Jingdong and shop 1 provide marketing training to their partners. Tang will participate in the annual promotion activities of Jingdong, and will also design some marketing plans for himself.

Shop No. 1 opened its own "1 shop University" for special employees to choose online marketing related courses.

outside the Tang Dynasty convenience store in Taiyuan, all the brands of Jingdong pick up points are posted. Posters are also posted in the shop. Tang long will use its more than 40 thousand member system to push the promotional information of online hypermarkets regularly.

now, the daily traffic of Tang Long is 250 thousand people. Yang Wenbin stipulates that every shop should introduce the online shopping mall to 3 customers every day.

The idea is very good, but in practice, it is difficult to mobilize the enthusiasm of the salesperson.

He decided to take out 80% of the profits from the electricity supplier and deduct the percentage from the order.

"Tang Jiu a href=" http://www.91se91.com/news/index_c.asp "> Direct shop" /a "and franchise ratio is 2:8.

If you can help the franchisee increase the conversion rate and passenger flow profit, it will be much better than the online advertising, "Yang Wenbin said." the two or three tier cities rely more on word of mouth. "

Mei Tai Hao also sent special people to the flagship store's leaflets at the entrance of all stores, and posted posters on the cashier's location.

In addition, the company also advertised advertisements in Taiyuan office buildings, put on body advertisements on buses, and bought prime time broadcast advertisements on Taiyuan pport platform, hoping to reach consumers in all directions.

"we must cultivate local consumption habits. First let us know the convenience of online shopping, and then make a difference in price.

Third is to try online and offline linkage, online participation activities can get offline coupons, offline shopping can get online coupons.

Chen Ruixue, the head of the e-commerce company, said.

"P >" if "a href=" http://www.91se91.com/news/index_c.asp ">" price < /a > "has the advantage, can deliver the goods to the door again, I still want to try to buy the daily necessities on the Internet, the road in Taiyuan is really too bad to go."

Chen Yuan said.

from the landmark railway station in Taiyuan to the busiest Yingze District Street in the downtown area, the areas with the most traffic flow are being blocked by protective barriers gradually. The asphalt road is excavated and the width of the road is increased by more than two times.

"The broadcasting said that the municipal construction should continue until 2015, and next year there will be viaducts in Taiyuan."

Chen Yuan said.

Now, Taiyuan is a blocking city. In order to find the fastest way to get home in the late peak, Taiyuan people began to use Baidu maps.

urban renovation may become an opportunity for the development of e-commerce.

Jingdong hopes so.

customer orders in Jingdong, through the headquarters information center, the batch is printed into the picking list, the picker sorting the goods, packing up the goods of each customer, putting the packages produced by the electronic business platform on the location of the corresponding convenience store, and finally loading the goods to the store in the delivery area.

A car carries five or six goods, runs on a regular route, and delivers goods on a regular basis.

at present, Tang Long online hypermarket has two businesses, general merchandise and convenience store goods.

For the former, the local customers will have a systematic location analysis and assign to a nearest convenience store after the order is placed. The parcel will arrive at the designated convenience store from the main store with the daily delivery van. The convenience store staff can contact the customers and choose to deliver the goods to the door, or pick up the goods on their own, so that the service can be delivered the next day.

The logistics of foreign orders is completed by the third party logistics company.

convenience store goods business mainly advertised for 1 hours service.

Tang chose the 300 products that are most closely related to the residents' lives. The product snapshots were labeled with 1 hours service. After ordering, the products were picked up directly in the nearest convenience store to ensure delivery within 1 hours.

better than Taiyuan in the Tang Dynasty. There are only 30 stores, but the radiation range of a store is 3 to 5 km. Each store has 3 distribution teams, which can basically cover Taiyuan's main areas.

Shop No. 1 has no distribution points in Taiyuan.

"P >" each store is equivalent to a site, all need to install the distribution management system of shop No. 1, delivery staff should be trained, including professional terminology, system process, return and a series of processes.

It is also necessary to design the delivery route according to the location of the order every day. "

Wang Jiahao said.

The location resolution function of shop No. 1 will increase with the increase of order data.

Jingdong and shop No. 1 have realized that in Taiyuan, where electricity providers are not developed, this is not a battle that can be won purely by online marketing.

How to realize the traffic flow on line and offline is the key to Taiyuan street battle.

With the construction of distribution system, the game between Tang Jiu and Mei Tai Hao has been gradually pferred to the service efficiency. There is no competition compared with fresh products, which can reflect the anxiety of O2O test.

P has been making efforts to promote fresh channels all along, Jingdong.

Although Jingdong's 3C sales are the most in the industry, the rate of repeat purchase is low, and male consumers are more.

The Internet has the highest cost of acquiring new users, from registration to order, and the acquisition cost is four hundred or five hundred yuan.

"Fresh is the most viscous category.

Overall accounting, if we can improve the viscosity, even if it does not make money is also worth it. "

Zhang Haoming said.

The Jingdong is vigorously promoting its "Beijing election" brand, which reduces its selling price by producing its own origin. At present, it has seafood from the island of Zi Zi, the American cherry and the mango from Taiwan.

> a href= "http://www.91se91.com/news/index_c.asp" > 1 shop < /a > is from last year a small trial of fresh water, not a large area of spreading, in Taiyuan such place, do the cost of fresh will be higher.

The competition of online shopping and fresh products is concentrated on the quality and freshness of products, so the distribution chain is extremely demanding.

the biggest challenge lies in the high cost.

Zhang Haoming calculated the bill: if we want to guarantee the national cold chain distribution, a single logistics fee will be as high as 40 to 50 yuan, including logistics fees, package materials (foam boxes, etc.) and outer packaging.

The fresh pport currently used by Jingdong is mainly borrowed from third parties, and the external quotation of SF distribution is 30 to 35 yuan.

The minimum cost of the foam box is 4 to 5 yuan. If the package is large, the cost of the foam box should be doubled. An ice bag 6 corners, a long distance needs 4 ice packs, and the ice bags must be pre frozen before, which are all costs.

but if we use the cold chain logistics and storefront freezer of Tang Jiu and the last mile of Jingdong distribution station, the overall logistics cost will be lower than that of SF.

"P" May 28th, Tang Jiu convenience store issued an advertisement on its official WeChat. The first batch of "Jing Xuan" Che Li accepted the reservation. This is the first step in cooperation between Jingdong and Tang Jiu in fresh category cooperation.

Shop No. P > 1 also hopes for the cold chain system.

"Fresh food is a special feature of the United States. Fresh food is very good under the line. This is the resource we need to make use of.

In the future, shop No. 1 can really do one-stop shopping.

Wang Jiahao said.

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