Domestic Retail Sales Grew By 48.3%

In November 2nd, the reporter learned from the China chain store association that the "Research Report on online retailing of traditional retailers" completed by Oracle (China) Software System Co., Ltd. (hereinafter referred to as the "report") was completed. The report pointed out that in 2013, China's online retail market was developing steadily, and the total volume of online retail pactions reached 18851 billion yuan, an increase of 42.8% over last year.

Retail sales accounted for 7.9% of the total retail sales of social consumer goods, an increase of 1.6 percentage points over last year.

According to the latest figures released by the National Bureau of statistics, the retail sales in the first half of 2014 amounted to 11375 billion yuan, an increase of 48.3% over the same period last year.

Many traditional retailers have begun to switch to "touches", but there are many problems, and the pformation is not easy.

The report shows that the integration of the retail industry is accelerating.

Forming a full channel shopping channel will be an important direction for the future development of the retail industry.

Major electric providers have stepped up the development of open platforms.

Platform B2C will become the mainstream of the future market.

And cross-border electricity providers have been supported, will usher in high-speed development.

According to the statistics of the top 100 chain enterprises released by China chain operation association in 2013, there are 67 top 100 enterprises in the network retail business, a net increase of 5.

Compared with the previous two years, the increment is obviously smaller, indicating that the traditional retail enterprises have more rational understanding of the electricity supplier, and the net has become more cautious.

Retailer layout O2O mode is not effective yet.

In 2013, the O2O mode was recognized and tried by enterprises.

But in general, the O2O model is still in the exploratory stage.

43% of the enterprises in this survey have already launched O2O business, while 57% of them have not yet started but have expressed their willingness to try.

meanwhile

The sale of "electric shock" is still small and is in its infancy.

In the survey sample, 40% of the retail sales in 2013 were less than 5 million yuan, 16% of the enterprises were between 5 million yuan and 10 million yuan, and only 12% of the sales volume were over 100 million.

The traditional retail business has a long way to go.

The traditional retailers' "electric shock" development mode is mainly built on their own platform.

According to the survey, 82% of the traditional retail enterprises have launched the online retail business through self built platform, of which 50% only built one platform, and 32% chose to build their own platform and enter the open platform.

Most of the industry invested relatively cautiously. Nearly 50% of the enterprises started from the beginning of the online retail business to the total investment amount of less than 5 million yuan. The proportion of enterprises invested less than 20 million reached 79%, and only 6% of the enterprises invested hundreds of millions of dollars.

At the same time, high-end talent is scarce.

The survey also shows that most of the sales scope of traditional retail enterprises' online retail sales mainly focus on the regional market covered by physical stores. Only 29% of the enterprises are fully oriented to the national market to carry out online retail business. The number of traditional business operations that have been launched online retail is relatively small, and 53% of the enterprises are operating within a single 3000, among which 22% of the enterprises are operating less than 1000, and many traditional department stores are hard to handle and difficult to pform.

In 2014, among the 50 major department stores released by China's top 100 chain store operators, 36 had launched online retail businesses, mostly self built platforms.

However, at present, the traffic and sales volume of its self built platform can not compete with the pure electricity supplier, and the large-scale development of online channels will take some time.

Online competition in traditional supermarkets is homogenized.

In view of the above problems, the report puts forward several major solutions, first of all, the traditional retailers should optimize the construction of enterprise's basic capability in developing online retailing.

Traditional retailers first need to strengthen their own commodity management, inventory management and other basic capabilities, in order to better support the healthy development of online retail business.

Second, we need to strengthen the informatization construction of enterprises.

At the same time, entity retailers should master the marketing methods of online retailing.

A businessman who has worked in the traditional large retail business has told reporters that the categories, prices, marketing and even publicity photos of online shopping are obviously different from those of physical stores. The marketing practices of online retailing and traditional retailing are quite different. Traditional retailers do not accumulate enough analysis on the characteristics and habits of Online consumers. Entities must strengthen Internet thinking and give full play to their own advantages, including their brand reputation, customer trust and social popularity.

In addition, online and offline organic integration, grabbing the layout of mobile platforms and actively exploring full channel sales are also a number of major pformation directions. It is an important development direction to achieve full channel sales with consumers. To achieve full channel, retailers can convert seamlessly between entities and network stores.