How Far Is The "Business Dream" Of The Supermarket?

With the change of consumption habits, the pformation of traditional retail industry O2O has become the trend of the times.

Although the supermarket has long coveted the "cake" of the electricity supplier, it really seems to be difficult to get on this road.

What are the difficulties of the supermarket business?

Mo Daiqing, an analyst with the China Electronic Commerce Research Center, thinks that the steps of supermarkets to enter the electricity supplier are a little late.

"Now Jingdong, Tmall and other large e-commerce products layout has been large and complete, supermarkets now come in inevitably homogenization.

And user habits and consumption ideas also need time to develop.

She believes that the supermarket electricity supplier in the future will come up with differentiated products and services, or explore the market to the three or four line cities.

A supermarket manager who has hosted an e-commerce project in Hangzhou told reporters that from his experience, the biggest problem for supermarkets to make electricity providers is the conflict of commodity prices under the online and offline businesses.

If the price of online goods is the same as that of a supermarket, it will be less attractive.

In addition, even if the price is lower than the selling price, consumers will not necessarily buy it.

"Now the customers are very smart, once the goods are placed on the Internet, everyone will be in shop No. 1.

Fei Fei net, Tmall carries on the comparison price, who is cheap to buy whom.

During the interview, several people in the industry said that the early stage of the electricity supplier was burning money, and the supermarket was quite strong enough to carry it. When the electricity supplier was able to make profits, it was the main factor to consider.

"Doing business is not cheaper than selling stores.

Packaging, logistics costs, publicity costs all add up, and the difference is not big shop.

Only when it runs to a certain scale will it make more money than the entity store.

But the initial cost will be very high, which is a contradiction. "

"Cold chain"

Distribution is the most important part of the future electronic commerce platform.

This is also a difficult point for supermarkets with fresh advantages.

Insiders say that the traditional supermarket is an electronic business, and it is very popular now that the popular O2O mode.

However, doing O2O supermarket is also weak in logistics.

For example, Sam member online store Hangzhou Railway Station can only sell products other than fresh products.

Increasingly, however,

Forcing retailers to think about how to deal with the relationship with the electricity supplier, which is why the top three retail giants have been reluctant to force.

Before the supermarkets failed to test the water business, there were many examples. After these supermarkets were silenced, there were also retail businesses spending money on the electricity providers, such as big RT mart, Bailian, BBK, Chongqing business, etc.

So perhaps now for the electricity supplier state, the top ranked giants are still watching.