O2O Transformation Of Traditional Retail Businesses

Our name is "Tian dog" and it does not mean "Tmall" with ALI. Because we do things completely different, we do not do purely electric business. Instead, we use the Internet system to transform the traditional offline retail system of big business group to provide O2O services for users. "Heaven" means joining the online system for big business. It turned out that the big business group had only offline stores and no online.

Traditional department stores do not have single product management, no SKU (save the smallest available units of inventory control), that is to say, there is no single product data.

The traditional retail blind consumers buy things from department stores, from buying clothes to checking accounts. Department stores do not know which clothes consumers buy specifically, they only know how much they sell. This makes the traditional retail business completely different from the e-business platform. E-commerce can record the whole process of viewing goods from customers, and this data is of great significance. Traditional department stores do not have such a thing, and department stores are very weak in controlling commodities.

Without complete data, it is impossible to sell these goods on the electronic business platform. At present, many traditional retail companies are trying, but they haven't succeeded.

　　 O2O is to make all offline products data.

We get data from supermarkets, private brands and suppliers in the big business system. First of all, we can get through with store database, and store data information is not abundant. We have many ways to enrich it.

First, the use of shopping guide staff, let them take the initiative to classify and take pictures of goods, upload data, because they can sell goods to the tin dog network platform, so they are very happy. The second is to activate the merchant's ERP system. Many traditional businesses have their own data systems, but these systems do not have Internet properties. We can access them to the O2O platform.

Tin dog network will build an integrated system, replace all the original system, imitate the Jingdong supply chain management background system, docking with the brand stock, and docking the warehouse. Our team has strong experience in this aspect.

Big business dogs provide free direct access (consumer) services to suppliers, and many data are shared with suppliers. In the future, the dog has the form of a collection store, similar to that of IKEA. The size of each brand is small, the rents are few, and the guide members do not need to send them. We have unified, more self help experience services.

　　 Relying on data: activating logistics and membership marketing

With the data, we can enrich the consumption scene. If consumers scan the offline products, they will have their own user information if they are swept offline, and consider whether they need to deliver or not to deliver goods. Tian dog data can be retrieved from stock and recorded. Each consumer has his own list. He can record what he wants to buy, track its price and pay directly on the mobile phone. Moreover, the dog can also record consumer's consumption data and carry out big data marketing in the future. This is also the cornerstone for our future to put the commodity of tin dog on the line.

DQ group has many stores, each store has a membership card, and so on, after data is opened, all stores can use a membership card. In the future, you can use a scorecard to buy clothes, eat and watch movies at DAC. It can even put information on the user's mobile phone directly, and put the scorecard in the user's mobile phone directly. The user's score can change many interesting things.

With data management, the stores and supermarkets of DAC can be turned into warehouses, and the platforms of other electric providers, Tmall or Jingdong, must be sent to users through warehouses. There are many stores and supermarkets in big business. First, I start from the supermarket, regard the supermarket as a shelf, as a warehouse shelf, and directly connect with the supplier's warehouse in the future. The supermarket is the rack, the user orders, the picking clerk pick up, one is sent to your home, one is self mention.

　　 O2O is essentially a service, extending the line. Service capability

In fact, the electricity supplier is also divided into the traditional electricity supplier and the new electricity supplier. The traditional electricity supplier is to break the traffic volume. I will go to the subsidy market, win the market scale, win the membership, and I will go to the capital market. This is a traditional electricity supplier's practice. Profit is not considered. There are stores in the store of Tian dog online. The single product, marketing mode and members' interactive mode are all O2O. Our propaganda position is mainly offline, serving our current members well. So we do not have the way of increasing the cost from advertising, and I don't need it. You attract him. He is not necessarily a dog user.

The purpose of O2O is to expand the service capacity of offline shops, and there is no problem of online and offline fighting. The core of Tian dog is to serve the store, emphasizing the enhancement of the experience of the store. Teng first serves its own businesses and serves local users. The big business group has about ten million of its members, and one million of them have gained a firm footing.

　　 Heavenly Hound Now the conversion rate of UV is 30%, and the unit price is 500 yuan. This is the characteristic of O2O. How much is the proportion of people in the department store and those who actually buy things? 50%. When I enter your counter, half of you will buy things, which is a traditional feature. But the passenger flow is very small, one or two people a day, dozens of people. The possibility of online mouse leaving is too great and the choice is too large, so the conversion rate is 1% and 2%, which is very normal.

We are the characteristic. I aim at people who are shopping under the line. The users of Tian dog are basically attracted by our two-dimensional codes in big business shops and supermarkets. We seldom carry out online promotion. O2O must be done on the mobile side. The US group is now the main battlefield of the mobile phone, and 80% of the trading volume is on the phone. There is no PC end product. The users of Tian dog must be offline, so long as the mobile phone sticks, the dog can serve him for a long time.

Tian dog does not mean that I want to make big business to go to North Canton and buy my department store. It's not realistic. I will not change the sales mode under the line. I will add more services and value to him. Local consumer members should be well served, and consumers will be able to get some tangible benefits through a single supply chain. We are not competing with big business platforms, but in essence we are competing with other department stores. O2O The first is to get through the supply chain and save the cost of intermediate links. The two is to enhance user experience and stickiness. Traditional department stores can not compete with us.

For example, our users can set up the dishes that we want to buy in advance on APP. We will send the order to each cell gate. The way of life in the two or three northeastern cities is different from that in the north. They can work at a fixed point. This way can serve them well.

The big business entity stores already have the passenger flow, you must make full use of the hospitality flow, serve the member well. Stick them together, then play emotional cards to attract more people. DQ has so many members, so many passengers, I put it online, 170 billion of sales, more than 200 stores, we have to do is to connect suppliers, do a good user experience.

　　 Word of mouth, focus on Northeast Group

Other big electric providers have built up such a long time. Online traffic has been very popular. How do dogs compete? Big business stores are mainly concentrated in the northeast. We rely on the influence of the big business group in the northeast, and almost all of them have been to big businesses in many cities in the Northeast. We began to do this through northeastern people and let them speak for the northeast people.

For example, you are a northeastern person, you are fighting in the north, your parents are at home, and tin can provide you with something to help your parents grab supermarket discount, so that you can help your family to shop locally (northeast) in the distance. You can do filial piety and maintain family ties through the platform of big business. And Tian can also buy many special products in Northeast China.

In view of the northeastern population, the tin dog network is also making a special product in Northeast China. There are some newly invented network brands, which can be sold nationwide. It has no regional restrictions and is sold all over the country. For example, the brand of our cooperation in the Great Northern Wilderness is sold all over the country, and there are warehouses in all parts of the country.