Cross Border Mode Of Retail O2O

As the main driving force of O2O practice in China, the O2O practice of electric providers is not going all the way.

"Two-way labor pains" is a realistic state of O2O with Chinese characteristics.

In the future, who will become the appendage of electric business and entity?

But what we can predict is that the core of the retail industry is the consumer, and the consumer centered distributor must be the last winner.

2014, it can be regarded as the first year of O2O.

Now, look at the one billion big gamble of Lei Jun and Dong Mingzhu two years ago, it seems that the result is not so important. In the new business environment, any competition is no longer a zero sum game.

When Internet companies bring the Internet gene into full play, retailers with retail genes are also not showing signs of weakness.

Whether Suning, WAL-MART or Amazon, Taobao, O2O business model of the test is in full swing, it can be described as Eight Immortals crossing the sea, every show.

As the main enabler of O2O practice in China, the trend of penetration of e-commerce enterprises is understandable. Its common demand lies in solving its inherent defects in after-sales service, optimizing the user experience and creating a closed loop in the retail industry chain, thus further enhancing the consumers' willingness and confidence to consume online.

Generally speaking, there are three ways of offline layout.

Set up self run experience store synchronized with e-commerce website.

The vertical electric business "dream bazaar" has opened nearly 10 stores in Shanghai, Dongguan and Jiangsu after the first flagship experience shop was set up in the south end of Hua Dao Avenue South fishing street in Liwan District, Guangzhou in 2011.

Coincidentally, in 2011, the first home decoration line Experience Hall of Taobao mall, the "Taobao mall, love bee tide" opened in Beijing.

In 2013, jumei.com's front flagship store and Singapore Jingdong Tangshan square shop experienced trial operation.

From the operation mode of these entities, it is not for business purposes, mainly for brand image display, physical display, or user experience. Stores have terminal inquiries and support for two-dimensional code scan query comparison, products can basically guarantee the same price online and offline.

The salesperson conducts unbiased guidance and consultation, partially supports online ordering and payment, returns online, and regularly organizes marketing activities that help enhance communication with consumers.

To some extent, this mode can solve the problem of poor after-sale and poor experience of online businesses.

In 2014, following the "double eleven",

Join the five major retail department stores, including Yintai, joy, new world, Hualian and Wangfujing, to create "mobile Taobao 3.8 Life Festival", and promote online payment and offline consumption through low subsidies. The 1500 brand counters in the offline shopping mall participated in this activity, which is an important move for Alibaba to enter the local life service field with the help of O2O.

In addition, Jingdong also joined Tang Long convenience store to enter O2O, and signed with Wanjia convenience store and Beijing Hua Guan shopping center.

The advantage of this cooperation mode is that it can guide offline consumers to scan the two-dimensional code for online ordering and payment, thus converting some offline consumers into online users, and forming a good interaction between online and offline.

Strategic investment or acquisition of entities under the line.

The ability to integrate and control offline resources is critical to the successful practice of O2O.

Compared with the alliance of e-commerce enterprises and entities, strategic investment or acquisition of offline enterprises can help e-commerce enterprises to entities.

Control and integration, therefore, at present, the strategic investment or acquisition of offline entities has become a more direct way for O2O to enter the business.

In January 2014, Tencent invested in Southern China, a large business logistics company, and began negotiations with Southern China city's outlets and good hundred years home Plaza.

In April 2014, Alibaba paid $692 million to acquire 35% stake in Yintai department. At the same time, it started the interoperability of the two member system and launched the "Yintai Bao" electronic membership card on the Alipay client.

Recently, there is also news that Amazon will acquire large department store group Sears, once successful, Amazon will be able to control Sears's 2400 stores, and promote online and offline O2O unlimited shopping.

Compared with the active penetration of e-commerce enterprises, O2O of retail entities is very passive.

As a leader in the retail industry, department stores grew by an average of 4% in 2013, far from 16.5% in 2006-2011 years.

Wangfujing, Tianhong, Ginza, Parkson and other large department store revenues returned to single digits, with a drop of more than 15%. Huge profits and pressure to survive forced retail entities to push the channel pformation through O2O.

One side is business expansion, the other is business pformation. Obviously, from the two point of view to promote the original intention of O2O, the O2O road of retail entities seems to be even more difficult.

At present, retail entities are

Basically, it can be divided into three categories.

Through self built e-commerce platform to achieve "full channel" operation.

In 2010, Suning Appliance was built on the line of its self built e-commerce platform suning.com, taking the "big household appliances and 3C products" as the breakthrough point, through the reform of entity store assessment system, to promote the operation of the online platform.

Subsequently, it took the online platform as a breakthrough, and implemented the strategy of "de electrification". In 2012, it opened the first Suning Expo super store which operated all kinds of commodities, and realized the full opening, coordination and sharing of products, prices and logistics in the two platforms.

In addition, Wangfujing, Yintai, Tianhong, Ginza, Parkson and other large department stores have built their own e-commerce platforms.