Retailers Re Explore The Potential Value Of Physical Stores, Smart Retailing

Compared with the 57 billion 100 million yuan performance of Ali, the 44 entity retail enterprises of PK under the "double 11" line provide data showing that the total sales amount is 6 billion 150 million yuan, and the total sales volume of all participating enterprises is expected to exceed 10 billion yuan.

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What is the meaning of "wisdom" in the industry that keeps smart all the time?

Despite the annual meeting of the retail industry, China's largest retail industry chain meeting, the sixteenth China chain industry conference has been closed for nearly half a month, but the theme of the "smart retailing" industry is still resounding, and it inspires greater market share.

Guo Geping, President of the China Chain Store Association, said that taking the road of smart retailing is the general consensus of the retail industry at the moment.

What is wisdom retailing? The hot Internet shopping, big data and O2O represent the digitalized and networked new consumption era.

And journalists from thousands of retail stores

From the focus point, we can see that the "wisdom" road proposed by the retail industry not only refers to the unilateral application of the technical tools that can bring performance and efficiency to the industry, but more importantly, it is necessary to rebuild competitiveness based on the advantages of physical stores, even including the judgment and strategic design in the face of all kinds of complicated meteor phenomena.

Chen Liping, a professor at Capital University of Economics and Business, also found that compared with the anxiety of the retail giants in the past years, the entity retail industry focused on customer service and commodity management this year. It shows that the retail sales of the entities have regain confidence in the game with the electricity supplier.

The cold and hot polarization of retail industry

"One cold and one hot", Guo Geping's keynote report concluded that the survival situation of China's retail industry in 2014 was still more than a month.

"Cold is the physical stores generally encounter passenger flow decline, and some even the cold shoulder; hot is O2O, the whole channel is popular, like a raging fire."

According to incomplete statistics, in the first half of this year, department stores, supermarkets, shopping centers and other physical retailers closed more than 160 stores, the highest in history.

The line is cold, but the line is four fires.

Su Ningyun's big strides in the past, the big run fat power fly Niu net, the big business group launched the tin dog network, the BBK commercial online cloud monkey platform, Yonghui supermarket began to test the water shop in 8 stores in Fuzhou, Huarun Wanjia CEO hung Jie told the China Daily News reporter also revealed that the restart of the Huarun business plan is expected to be unveiled from January to February next year.

According to the survey conducted by the China Chain Store Association as of August this year, under the tide of the Internet, there are 67 enterprises in China's top 100 chain enterprises, and 73% of the top 100 companies have opened official WeChat.

However, whether the "hot" is a virtual fire has also become the thinking of some people in the industry.

The latter thinks that up to now, the Internet craze seems to add a lot of concepts to the retail industry, but the effect is not significant, and the success case is zero.

The above China Chain Operation Association report also pointed out that 56% of the "touches" hundred enterprises network retail scale is less than 10 million yuan, 42% of the average daily orders of enterprises are only 100 or less, 80% official WeChat's subscription is less than 50 thousand, while the number of subscribers of e-commerce enterprises is often more than one million, the retail industry's O2O also has no successful case.

The conclusion of the report is that as of now, the physical retail enterprises are investing heavily in the electricity business, but the incubation period will be very long. At present, most retailers' investment path is not clear.

It is precisely because of this, at the meeting, Guo Geping pointed out that "cold and hot" changes show that the retail industry is undergoing profound changes, that is, traditional retail is melting into the trend of networking and digitalization, and has evolved to smart retailing.

In this regard, the retail chiefs expressed their approval.

Yonghui supermarket Limited by Share Ltd chairman Zhang Xuansong believes that the total volume of commodities has not changed at present, but the competition is faced with the change from the physical space of the store to the unlimited space of the Internet, from the pformation of limited goods to unlimited goods, from stores to online retail, personal creation, and WeChat self marketing.

Chen Xucun, chief operating officer of New World Department Store Co., Ltd., said that China has completed the evolution process of the industry in the past 150 years in the past 20 years. However, the lack of physical retail stores at the moment indicates that the extensive growth mode of China's retail industry expanding by scale is facing an end and needs to enter the era of fine management.

Suresh Dalai, director of commodity planning of Zegna group, also believes that the trend of customers and market demand is changing rapidly. The industry needs to match the new business that suits the new consumption era.

Re tap potential store value

Domestic pformation is the most radical and most radical retail enterprise in O2O. Sun Weimin, vice chairman of Suning cloud business group, put forward "commodity is king and customer oriented" at the November 7th China retail leaders summit.

This change is of great significance.

Pei Liang, Secretary General of the China Chain Store Association, said Suning mentioned that "commodity is king and customer oriented" reflects the re recognition of the chain industry that has undergone great changes in chain innovation and innovation.

The return to physical stores is not a casual behavior of retail enterprises, but a chain meeting lasting three days. More than 2000 retailers from all over the country are most concerned about the issue of goods management and customer service.

At that time, it was only a week from the "double 11" of the electricity supplier, but there was hardly any concern and mention by the entity retailers.

The Chinese Commercial Daily reporter's experience is that compared to the previous two years, the retail industry was hit hard by the electricity supplier. This year, more than 2000 retail entities in the thousands of retail businesses were less anxious and more confident.

Why is there such a change?

"Last year, the entity retailers were completely covered up, facing the impact of the electricity supplier, opening up and talking about the electricity supplier."

In an interview with the China Commercial Daily reporter, Chen Liping said that retailers this year generally believed that physical stores had great advantages.

Entity retailers are focusing on commodity management and customer service.

The China Chain Store Association report also showed that as of August this year, the number of top 100 enterprises that launched online retailing increased by 5, and the number increased significantly compared with the previous two years. This indicates that the entity retailers are more rational in understanding the electricity supplier, and the "touch net" is more cautious.

In fact, in line with the industry conference, the latest investigation by Accenture also found that customers are returning to the store.

In the future, the proportion of shoppers who shop through physical stores has increased to 26% from 18% a year ago. 40% of Chinese consumers believe that the most needed shopping channel for retailers is online shopping, which is significantly higher than other channels. It is considered that the customers of physical store shopping are "very convenient / convenient" to reach 93%, far higher than that of network and mobile devices.

The high growth of the electricity supplier is going on in the past, the capital boom has subsided, the electricity supplier enterprises have not seen the clear profit pattern, while the entity retailing is still the mainstream channel, though the growth rate is declining.

At the same time, technological change certainly redefines the connection between retailers and consumers. However, it does not change the nature of consumer demand - the price is reasonable, the product category is abundant, and the sense of trust accumulated over the years. These are still the main reasons why consumers often patronize retail stores.

With the intensification of competition between virtual electric business and physical retail, the two forces are penetrating each other, and cooperation is leveraging. Instead, the entity retailers gradually clarify the direction in the game with the electricity supplier and return to relying on their own advantages.

As a result, compared with Ali's "double 11" 57 billion 100 million yuan performance, 44 enterprises in the PK shopping mall in China under the entity retail business line provide data showing that the total sales amount is 6 billion 150 million yuan, and the total sales volume of all participating enterprises is expected to exceed 10 billion yuan.

In addition, sales of 6 major department stores such as "double 11", Guangzhou, Guangzhou, modern department stores, Guangzhou friendship, Wangfujing department store, Tianhe department store, Hai Yin and another city were over 127 million yuan, an increase of 70% over the same period last year.

Because of the return of the entity store, the biggest gain is Gome.

In November 17th, Gome holdings announced that in the first three quarters, Gome listed companies had a revenue of 44 billion 645 million yuan, an increase of 7.17% over the previous year, a net profit of 1 billion 18 million yuan, an increase of 74.91% over the previous year, a consolidated gross profit margin of 18.6%, and a net profit margin of 2.3%.

Among them, the total volume of e-commerce pactions (including platform trading volume) increased by 72.7% over the same period last year.

Under the overall decline of online consumption, Gome's performance is quite bright.

Wang Junzhou, President of Gome, said that this is due to the further optimization of supply chain through the ERP system in the past two or three years, improving management efficiency, integrating procurement platform, reducing management costs, and deepening stores to enhance the attractiveness of stores.

Gome, BBK, Wumart, Metro, Jia Jia Yue, WAL-MART and so on all emphasize the supply chain at the conference.

"The core concern of consumers is commodities, and the establishment of a strong supply chain is the core."

Zhang Xuansong believes that the retail industry should integrate vertically and horizontally, share resources, go to district management, share data, and share procurement chains (regional advantages and mutual assistance, and global procurement).

Explore the wisdom of new normal retail

Huarun Wanjia CEO hung Jie said that retail innovation is becoming the "new normal" of the industry.

But how can innovation be able to shape the "smart retailing" adapted to the future new consumption era? In Guo Geping's view, the connotation and extension of "smart retailing" will mainly start from three levels, namely, consumers, stores and supply chains.

On the consumer side, the Internet gives consumers more rights, including the collection, understanding and prediction of the specific needs of consumers, the more efficient access to customer data, more links to customers, the improvement of customer stickiness and loyalty, the enhanced experience of stores, and the strengthening of member management; and the supply chain focuses on improving efficiency by means of Internet and big data.

Simplification, all

There seems to be only one proposition to be faced with: let consumers like it.

As long as the organization of good products, good stores can be, but in the course of operation, it is very difficult.

Yonghui how to do it? Li Jianbo, President of Yonghui supermarket, Limited by Share Ltd, is creating consumer preferences.