The Profit Model Of Traditional Retail Line Is Still "Entangled".

Data show that in 1995 DAC group From the development of Dalian shopping malls, a series of local state owned shopping malls were acquired, such as 100th goods in Harbin, Daqing department store, Zibo shopping mall group and Guilin smile hall. Finally formed a multi brand, multi industry department store represented by Mackay (modern high-end department store), New Mart (large integrated shopping center), time-honored brand (modern comprehensive department store), Qian Sheng (fashionable fashion department store) and NTS (New Town Shopping Center).

The big business group belongs to the "latecomer" when it comes to the retail entity of the electricity supplier. Prior to this, Bailian Group, Hunan BBK, and RT mart and other retailers, according to their own characteristics, have built different modes of electronic business platform.

Compared with the above retail enterprises, the particularity of the big business group lies in the following aspects: first, the major business group stores are mainly department stores, and at present, the mainstream retailers are mostly in the form of supermarkets. Secondly, the big business group has been restructured by state-owned enterprises and has retained a strong "state-owned enterprise color". For example, the Tai Shang Group has retained the rank of staff, stock, branch and department. This also makes the outside world very concerned about how the "state-owned enterprise" group is dancing the fashionable Internet sleeve.

"Starting from the actual situation of DAC, we have built an electric business mode that is closely integrated with the entity store. Its core is" the electricity supplier serves the store ". Liu Sijun, vice chairman of the board of directors of big business group and CEO of tin dog network, told reporters.

　　 Online retailers Service for stores

The electronic business platform should serve the department stores first, starting with the invisible background spanformation. DQ group stores are mostly department stores, while the traditional department store ERP system achieves the management of merchants. As to how many categories and storage stocks each merchant has, the ERP system in these information stores is unknown. Therefore, in the past, sales promotion was done manually.

In order to better and future business, especially to get through online and offline inventory information. The business platform of big business first carried out major operations on the original ERP, and the information system managed the merchandise to a single product. In this way, we can clearly see the inventory situation of each merchant at the headquarters backstage. "Take Jack Jones Mens as an example. In the traditional ERP system, one style corresponds to one ID, and now the same color corresponds to a ID, so that inventory control is more precise." Liu Sijun said.

After getting through the background of online and offline, the tin dog network began to layout the foreground interface, that is, the shopping interface of consumers. Here, the tin dog network abandoned the PC terminal, but shifted the center of gravity to the mobile terminal.

On the PC side, you can't see any commodity information, only a two-dimensional code, which will guide you to the APP download page. "Tin dog network only provides mobile terminal platform services, customer shopping is not offline online, customers at any time, anywhere, browse, buy, take, return. For example, customers can browse at home, click on purchase or prepayment, then take it to the store experience, take it away, or experience it directly at the scene, and scan the code into the virtual shelf to see more goods that are not placed at the scene, and can be purchased by mobile phone, and the brand is directly shipped to the store to carry it out or directly to the home. Liu Sijun said.

One question is that most of the current electricity providers are afraid to give up the PC side easily because payment security, user browsing habits and the introduction of traffic are the main battlefields of PC. And to move to the mobile terminal at once, will it go a little bit? For this reporter's question, Liu Sijun said: "tin dog network is based on the service store, so the mobile phone terminal can combine with the entity store to build a shopping scene with online and offline interaction. In addition, only mobile terminals are considered for cost.

It is understood that the entry of Tian dog's merchandise image is taken by the store's shopping guide to take pictures by mobile phone, and then uploaded to the platform. And at the PC end of the e-commerce display page, picture taking and repairing is a huge cost. To calculate the average cost of a picture of 100 yuan, the tin dog network needs 100 thousand SKU on the line, and 10 million yuan for the photo.

But another problem is that the pictures taken by mobile phones are not beautiful enough to arouse consumers' desire for shopping. This is explained by Liu Si Jun: its picture is just a reference, and consumers need to experience the offline stores when they want to shop.

Another feature of "Tien" network is "the service of electric business for stores" is the virtualization of teams. Despite the independent registration of e-commerce companies, but the rest of the staff are scattered in various physical stores. These jobs, on the one hand, are sales department staff and floor managers, cabinet leaders, shopping guides, etc. on the other hand, they belong to the electronic business team.

According to Liu Sijun, the technology, market and customer service have been set up in the headquarters of the electricity supplier, with a total of about 100 people. And product information input, sales guidance, product editing, marketing planning and so on have shop personnel to complete. "The marketing department of each store is responsible for online marketing planning. In fact, it is equivalent to the Internet marketing of the original entity stores, and we provide them with more technical means. And the business manager of the store is equivalent to the "small business" role of the traditional electricity supplier. The shop guide takes the customer service function such as commodity introduction and recommendation. Liu Sijun told our reporter.

In fact, the O2O operation mode of this virtual team has also reduced the cost of electric business for entity retailers. Yintai business CEO Daniel Chan has said that if the traditional enterprises do not have a one billion plan and do not do well for ten years, do not go to the electricity supplier. The O2O mode investment control is 500 million yuan.

profit Pattern Still "entangled"

"For the electricity supplier companies, we do not have a rigid task index. At present, we only hope to build the platform well. " When it comes to how to assess the electricity supplier, Liu Sijun said so.

In fact, this illustrates another problem. Tin dog network is also full of uncertainty about how the electricity supplier will make profits in the future. According to the core of "the electricity supplier is the store service", the only way to make profits in the future is through the virtual shelves of the electricity supplier and the integrated marketing under the online and offline marketing, so that the entity store can expand its sales. On the basis of its sales increments, profit sharing is made with physical stores.

But the problem is that at present, the big business group already has 170 billion of the plates, and the physical retail industry has entered the era of slight growth or even negative growth. Under the general trend of the industry, can the tin dog network really turn the tide and make the store performance grow against the trend? In addition, even if the sales increase, how much is the cost of the electricity supplier for these growth? Is there a reasonable ratio between input and output? This requires a consideration at the level of the tin dog network and the big business group.

As a "latecomer", another big problem faced by tin dog network is that more and more entity retailers are starting to build their own platforms, plus Jingdong, Tmall, shop No. 1, suning.com and other large platforms. How to improve their platform, in the user experience, payment convenience, traffic import, platform stability and other aspects of grinding themselves, and the above platform competition is also a must consider the problem.

"Big business first makes single product management, and on this basis, O2O. Instead of investing heavily in building online shopping centers, competing directly with Tmall and vip.com. However, even if these services can be realized, how much value can it bring to customers? Is it necessarily better than Tmall, vip.com and other platforms? Will the future be O2O platform platform or is it the mainstream of many businesses to run their own O2O platforms? It is hard to conclude that big business is opening up for the department store industry, and the department store industry has arrived at a time of change, but this road is still full of risks. Zhang Chen Yong, deputy director of the super purchasing department, an e-commerce expert, told reporters.

In fact, it is a common problem for all physical retailers to get involved in electricity suppliers, and there is no feasible and clear way to make profits. Although regional retailers including big Rd., BBK and Bailian Group are experimenting with various online and offline business models in recent years, there has been no successful case so far.

It comes down to the fact that there are two main modes for entity retailers to develop electricity suppliers, one is the self built platform, the other is relying on Jingdong, Alibaba and other mature e-commerce providers. The former represented enterprises such as Suning, BBK, and RT mart; the latter represented Tang long chain, Hua Guan business and so on. Either way, the road ahead is full of thorns. For the former, self built platform burn too much money, but also to Jingdong, Alibaba, 1 shops and other mature e-commerce platform to grab merchants; for the latter, the real availability of electricity and services from the platform business is very small, it can be said that gimmicks are greater than practical significance. It can be said that the road of electric business of physical retail enterprises is still entangling the profit pattern.