The Prospect Of Regional Retailer O2O Is Fast And Uncertain.

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Under the aggressive trend of giants, traditional retailers explore the way of O2O and dare not slack off.

A few days ago, regional retailers represented by BBK and friends share accelerated their pace in the O2O process.

In August of this year, a joint venture company with a technical background invested 100 million yuan to set up a subsidiary O2O strategy to serve the company.

In October 20th, the first key project of its O2O strategy, "friend attech exchange", will be formally launched.

Since October 1st, 9 lines of BBK Changsha area have been launched.

Open shipping service, build O2O electric business "capillary" from store to community.

This means that BBK's O2O strategy has made some progress.

By the end of this month, BBK will announce its brand new O2O strategy.

China Business Daily reported in January 20th this year about the pformation and pformation of regional retailers in Hunan Province, and now BBK and friends of O2O are in the stock market.

On the road of pformation, a great investment and exploration were made.

Compared with the beginning of the year, after six months' groping, they seem to have left the mountains and rivers to recover, and they are ushering in the willow bank.

The road to O2O is more grounded.

At the beginning, BBK started the idea of "electric business", but only to really realize the time and mechanism of docking on line and offline. Now BBK has taken a crucial step. Starting from this year's national day, 9 stores in Changsha began to deliver goods.

It is understood that the opening of BBK Changsha shipping service shop is Dongtang store, Hongxing store, Wang Fu shop and other 9 stores, each store distribution range will cover 3 to 5 km around the area, basically covering the main urban area of Changsha.

At present, there are 6 categories of goods that support store delivery, including food and beverage, grain and oil fresh, maternal and infant products, personal care, family cleaning, home style, and more than 2000 kinds of commodities, which basically meet the daily needs of customers.

"If the logistics artery is the aorta of BBK, then the" last mile "logistics distribution from the physical store to the community is the capillary of BBK's electricity supplier.

Li Xichun, CEO of BBK electronic commerce Co., Ltd. believes that the new logistics and distribution technology will stimulate users to generate new service needs, and enough abundant services will stimulate the continuous innovation and improvement of the logistics distribution system.

In the early days of BBK mall, the distribution speed had not been able to keep pace with the times. Wang Shu, director of BBK's electricity supplier operation, told reporters that the investment has been improved through increasing investment. With the opening of the store's shipping service, BBK's "one day matching" and "1 hour rush" will also be gradually guaranteed.

"After lack of experience, now through the incentive measures such as salary increase, the self built logistics team is more stable, changing the past motorcycle distribution problem, optimizing the delivery route, including delaying the warehouse clearance time, from 18 to 23, plus the store as the distribution point to further optimize the distribution network."

Wang Shu introduced.

The special exchange on the line is also innovated and upgraded on the basis of "micro purchase friend ah", which has truly made the same quality and price synchronization on line and online.

In the early days of the "micro purchase friend", the outlets and suppliers from the line did not cooperate well, and the proportion was only about 10%.

Today, special products have changed their strategies. When the new products are sold to A Oteri J, they can directly buy their products on special collections, and buy some favorite new products, including some new products.

The main reason is that merchants have gradually realized the potential value of online shopping, and the more sellers they sell, the better they sell. Whether they are sold through physical stores or on Internet outlets, we have held the two supplier conference.

Of course, friends will also do some work for these businesses, and there are some preferential measures in the early days.

Xu Yongbo, deputy general manager of friend cloud business, told reporters that unless a few brands have special restrictions (if not online), more than 90% of the suppliers of friends outlets will agree to enter.

Hu Zijing, chairman of the company, said that friends of the company's special collections include funds, supply chains, members and other comprehensive support, such as more than 2000 supplier resources, 600 thousand entity members and 200 thousand mobile terminal fans; customers can buy and sell products on the online shop after the purchase of goods.

It is understood that the special exchange is the first key project of the implementation of O2O strategic project of the friend group, and is also the first step of a friend's public consumption service platform.

Like the WeChat public platform of the "micro purchase friend", like the outlets of the outlets, the special collections combine the characteristics of Oteri J's "big brand and small price", and combine the inventory products offered by other well-known brands in the whole country, so as to provide users with one-stop shopping experience.

To put it simply, at the early stage of the special exchange, orter, on line, "strives to build an online 24 hours without closing."

In the view of Hu Zi Jing, special commodities is an innovation breakthrough leading to the pformation from traditional retail to digital retailing, and also an important layout of the expansion of the group.

In addition, in the specific operation, a new solution of the new solution lies in front of the retailers.

Friends of the company launched all the thousands of employees of A Oteri J, bought professional equipment and trained staff, and directly uploaded the physical maps from outlets to ensure that customers received the conformance of goods described with merchants.

Full channel operation O2O

It is clear that the company has upgraded its O2O strategy.

Hu Zijing, chairman of the company, said: "make full use of the advantages of the network, expand the development space of the enterprise, and finally achieve the perfect integration of traditional retail industry and the online and offline Internet. This is also the inevitable trend of the development of traditional department stores in the current Internet Age."

In August of this year, friends of Asia and Shenzhen formally established a friend of the cloud Network Co., Ltd., founded by 100 million yuan jointly invested by friends of AA and sinet Technology Co., Ltd.

Friends of the cloud business will build a professional team of 200 people to support the O2O channel operation service.

Special commodities is only the first step. In the online shopping sector, it will also include the online boutiques, such as "luxury goods collection" supported by the goods of friendship stores, the "quality collection" on the line of other department stores in the province and the "Xiang pin Hui" with local characteristics.

In addition, there are life service, entertainment, and government service plates on the public consumption service platform of "friend ah you".

You can realize the O2O strategy through the platform of friends and ah, and realize the full channel operation under the online and offline channels.

Store delivery is only a phase breakthrough and attempt of BBK implementing O2O strategy.

Wang Tian, chairman of BBK, said that the company will fully connect the mobile Internet era with the four strategies of "big platform, big member, big convenience and big logistics", and create a real online and offline interoperability under all channels, and construct O2O closed-loop.

"We are ready, BBK is committed to becoming China's leading O2O operator."

Reporters also learned that BBK has formally launched the O2O strategy within the company, and it is revealed that BBK will officially disclose its specific strategy this month.

Wang Tian said: "we will build 10000 BBK convenience stores in Hunan in 2015, 20000 convenience stores nationwide, and 200 thousand convenience stores in 2020."

It is reported that the store delivery service will be extended to Changsha Zhuzhou Xiangtan area next year until it extends to all the stores in Hunan and even in BBK.

Of course, the delivery of the store will bring the cost up. At the same time, we must deal with the problems between the electricity supplier and the shop.

Wang Tian said that the logistics will achieve "bus oriented" distribution, and even provide logistics services to other well-known e-commerce enterprises such as Tmall and Jingdong.

By stepping up the logistics platform, Tmall and other e-commerce enterprises will directly reduce their logistics costs by 2%.

For the problem of left and right stroke, BBK solved this problem intelligently. As long as the goods delivered from the store, and the performance of the electricity supplier and the entity store, the problem can be solved.

The goods delivered by stores are mainly aimed at solving people's urgent needs for people's livelihood, while the choice of goods on BBK mall is bigger. From the service aspect, the two formats are differentiated, and the two sides are complementary.

However, Wu Ziheng, CEO of Cci Capital Ltd (Shanghai), seems to have made a good start whether it is BBK or friends of Asia, and has already done so by Yintai department store and sunning cloud merchant. It is possible for them to provide some services to some members.

But to make a national platform is a big challenge. First of all, Tencent and other enterprises are sold to Jingdong, and they need to face Tmall, Jingdong and other national platforms. Secondly, there are challenges in terms of executives' consciousness, team formation and supply management.

In the past few years of pformation, it took some years to straighten out some things. In the past, the online shopping process was criticized. Some goods, such as imported appliances, need to be sent from the Guangzhou warehouse to the northeast. Similarly, BBK and friends share time to polish.