Gold Industry O2O Operates As A General Trend To Share Inventory PK

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People living in this era have no need to buy gold, such as vegetable hundred, Lao Fengxiang or large shopping mall jewelry counters. Many of them need to be realized online. This is the charm of the O2O era.

In fact, under the O2O background of the big retail industry, the O2O of the gold industry is also coming to a critical moment. Data show that in 2013, the total retail sales of China's gold and jewelry market was about 470 billion yuan, while online sales were only 10 billion, but the growth rate was very fast. According to estimates from the industry, "in the past three years, sales of gold lines have been increasing at an annual rate of one hundred percent."

This leads to two results: on the one hand, traditional brands such as Cai Bai, Zhou Dafu and so on have already opened their shop online (at least the top 200 gold line stores already own online platforms, or cooperate with big platforms, or make their own online platforms). On the other hand, gold jewelry is indispensable to experience, and also the online gold sellers who are beginning to taste the sweetness are seeking to do so. Shop offline, or cooperate with offline stores.

Not only that, powerful retail giants are also beginning to get involved in this area. Suning.com worked with Jinyi gold for a few years ago to launch the suning.com gold one flagship store, offering online shopping information on gold products such as quotations, promotions, reviews, pictures and so on. Another retail giant, Gome, in line with the idea of building a one-stop shopping platform for gold stores, launched the Gome online store in March 18th and July 18th this year, "multilateral online" and "offline gold store" - Beijing tower gold mall.

At the same time, the integration of gold industry and offline has become an important topic of industrial development. In the gold jewelry market with special emphasis on experience, how can the distribution function of the Gold retail industry be allocated? Gold is a valuable commodity. How can consumers solve the safety problem of express delivery when buying online? Can the gold repurchase related to gold industry circulation be realized online? How does the post retail enterprise control the cost of online and offline joint operations?

It can be said that the answers to the above questions are directly related to the future competitiveness of Gold retail enterprises.

　 O2O operation of gold industry becomes general trend

In July 2014, the number of Tmall gold jewelry was 26 million. In June alone, the turnover was as high as 680 million yuan.

This data is in gold The industry has generated huge waves. Wang Lin, a specialist in the retail industry, told reporters: "do not belittle the 680 million yuan sales. In June, it is the low season of gold sales. According to the data roughly calculated, only on the Tmall platform, the gold sales in 2014 will reach 10 billion yuan, which is not yet counted on other online sales platforms."

Indeed, the Gold retail market is currently a highly fragmented market. As leading companies have opened online platforms or online stores, the scale of online sales of gold will be further enlarged in 2014.

Moreover, over the past 6 years, the growth rate of gold market consumption has averaged 30% per year. In 2013, China became the largest gold consumer, largest producer and largest importer in the world. The National Bureau of Statistics predicts that the average annual growth rate will be 70% in the next 4 years. In 2017, the gold market will reach 860 billion yuan, and it is expected that the scale of online sales will exceed 80 billion yuan, even with the development of mobile shopping, and directly drive the target of 100 billion yuan.

"In the era of rapid development of mobile Internet Finance and payment business, a girl took a picture of her boyfriend and sent her picture to her boyfriend. Her boyfriend chose to pay for it. When the girl came home, she was waiting for her," she said. This is the new business model guided by the concept of "compound + experiential + one station closed loop".

The change of consumption demand is becoming the general trend of gold consumption. However, gold jewelry emphasizes the requirements of experience and specifications, and also tests the layout and cooperation of the gold industry retailers online and offline on the two O.

Market segmentation data show that jewelry and gold bullion account for 61% and 32% of the market respectively. If the gold bar is a commodity priced by weight, jewelry will emphasize the suitability of wearing such as rings. Therefore, even in the gold store, even the same material, the same type of goods, due to the size of the different models, will directly lead to differences in the number of gold containing grams, and then there will be differences in pricing.

Therefore, how to better serve consumers through online and offline layout, which products can be ordered online, and which products need better offline experience requires precise configuration of operators.

　　 Greater challenges

stay gold In the O2O process of the industry, it is very necessary for most offline store brands to choose their own online platforms or cooperate with other online stores. Because this will involve the problem of consumer drainage, but also related to the safety of gold products and the depth of their business.

Taking vegetable 100 as an example, the total consumption of gold in Beijing urban area is 40 billion yuan, and the market share of vegetable 100 is 40%. But like the name of CAI Bai, vegetable hundred encountered difficulties in expanding the cities outside Beijing.

"Historically, consumers purchase gold products to go to the largest department store in the locals." vegetable hundred "is a place for Beijing people to buy gold products. Shanghai people will choose to go to Lao Fengxiang, and Tianjin people will go to their local department stores. As a result, several hundred attempts to break through the Beijing market have encountered problems. Wang Lin (a pseudonym) told reporters.

Therefore, the layout of O2O must be the layout of the online shopping mall. Its target location is definitely to face the consumers of the whole country, not just the consumers in Beijing. In this way, the brand of the vegetable brand will be limited. Therefore, cooperation with the big online mall will become an inevitable choice. Finally, Cai Bai chose to cooperate with Jingdong, launched the flagship store of "100 hundred Jingdong", and could also take advantage of Jingdong's guaranteed logistics.

Zhou Dafu is different. Zhou Dafu is a national brand, so just let Zhou Dafu have information to develop his own online platform. Reporters on Zhou Dafu's website saw that Zhou Dafu's gold products involved many aspects such as custom goods, wedding goods, investment commodities and customer gifts. At the same time, when making customized products, consumers need to choose materials, styles, crafts, width, ring, whether or not to engrave, and then pay the full amount, the order will come into effect. From the date of validity of the order, the order production time is 30 days (except statutory holidays).

Zhou Dafu's online shopping mall also specifically prompted: "due to the impact of international gold prices and market demand and other factors, the daily price of gold has fluctuated, so the price of different batches of products will also be changed. The price of specific products will be the same as the following day's price."

Obviously, this is the place where gold products need to be paid attention to online sales, because the price of gold products fluctuate in terms of delivery date, and the indication of pricing rules is indispensable to online operators, and it is also more complicated than other industries.

However, most enterprises did not make a special indication of the shipment of gold goods, because the value of gold products and how to take them are a big problem.

Ying Chi told reporters: "under the strategy of multilateral marketing of multilateral funds in the United States, consumers can choose to pick up goods in the physical stores, or choose the express delivery mode. Gome multilateral gold will solve the risk problem in the delivery process through cooperation with insurance companies."

It is revealed that with the Gome to invest heavily in the gold industry and build a one-stop online shopping platform for gold channel marketing, multilateral gold will also set up large stores in the first tier cities. At present, the location of second large stores in Beijing has been completed, and the layout of other big cities is also in progress. Large stores help to satisfy consumers' good shopping experience and facilitate the delivery.

Not only that, as mentioned above, online drainage is a key issue. With the help of Jingdong, Guo Mei multilateral gold chose to sell gold products through 4 online platforms, namely, multilateral online, Gome online, Tmall and Jingdong platforms.

"Gome 29 years of retail industry, has accumulated a large number of membership data. After analysis, it is found that these members have a huge coincidence with consumers of gold products, because people who buy appliances usually buy new houses or people who want to get married. They have demand for gold ornaments, but they also have the strength to buy them. Therefore, through Gome online drainage is an important strategy for enterprises to conduct full channel marketing. Ying Chi said. {page_break}

? Shared inventory PK

It is worth noting that during the decades of development of the gold industry in New China, the pricing of gold products has always followed the principle of gold plus manual fees. Therefore, in the case of small differences in style, there is not much difference in the pricing of gold products of the same quality.

However, with the rise of the gold market and the promotion of trillions, more and more powerful retailers begin to enter, and the strategy they choose to cultivate brand is to challenge the price.

Take Gome as an example, as a latecomer of Gold retail, multilateral gold has launched the strategy of "real gold and low price", becoming a huge spoiler in the unified gold market. Multilateral gold said that even if a deficit of one hundred million a year, it is necessary to achieve the golden three before 2020.

According to a reporter's survey, the price of gold for multilateral gold is 8% lower than the price of traditional gold shop, while the handling fee is 50% lower than the price of traditional gold shop.

In response, Wang Lin said: "Gome's approach is not difficult to understand, while the price of commodities is decreasing, it is actually the ability of the enterprises to operate commodities. Prices will drop, but if the number of transfers increases, profits will increase. At the same time, the drop in operating costs is also an effective way to increase profit margins.

"If gold is low price strategy, if the company wants to make profits, it must do enough work on shared inventory to improve the efficiency of online and offline transfer. With the low price of Gome, competitors can either make an inventory of inventory and operating costs or face elimination.

However, how does the gold enterprise carry out? gold Inventory management is a knowledge. Because gold is different from ordinary commodities, because of the natural realizable nature of gold, the inventory management of gold is flexible and the way of competition becomes more diverse and covert.