2015 Retail Forecast Is About To Form Four Trends.

In 2014, the retail industry in China was still hard, but showed signs of recovery. Some positive and encouraging factors were also gathering.

In another month or so, this year will also become a history. It is time to look forward to the trend of the development of the industry in 2015.

Although Lao Xiao has been paying close attention to the development of the retail industry, it is not enough to make a precise prediction. But a rough judgement may not be too outrageous. At least, it is more open than Ma Yun's speech on "Taobao fakes not much" and "to train more Jingdong".

Overall, the competition of retail industry in 2015 is still excessive, and profits are still hard. The differentiation and reorganization of the whole industry will further intensify, and the trend of entity retailing to centralization and gradual differentiation of e-commerce will become inevitable.

This is still a "selling white powder heart, making money selling cabbage" industry, is not a "toss" there is no chance to show business, is also a difficult exploration, innovation in the change, in the predicament to break through, in the "cold environment" in the "hot growth" of the "world".

Specifically, there are four major trends in the development of the industry.

Trend 1: double line competition is relatively stalemate, merging closely and deeply.

In 2015, the growth rate of electricity providers will still be faster than physical retail sales, but the growth rate will further slow down.

Enterprises rely heavily on the "three growth points" - "exports", "going to the countryside", "big data" will make progress, but will not be plain sailing.

After all, cross-border electricity providers involve too many policy factors. There are too many infrastructure needs to be replenish. There is still a pformation process for big data from the laboratory to the market.

Business enterprises are expected to further exert their efforts in the mobile terminals, extend to the low line market and the rural market, and will also speed up the layout under the line.

But at the same time, profitability is not strong, is still a big business injury, loss is still the norm of China's electricity providers, in addition to claiming to be "not a business enterprise" Ali, other enterprises will still fluctuate around the breakeven point.

The counterattack of physical retailing will be more active, more active and more lethal. Price war, quality war, experience war and service war will start all over the world. More and more enterprises will speed up the layout of the Internet and increase the intensity of information and intelligence construction. The breadth and depth of the whole channel and O2O exploration will steadily increase the proportion of online revenue, but it will still be a useful supplement to the brocade style and will not be a blue ocean development.

The competition between store operators and electric providers will enter a relatively stalemate and stalemate. The integration of each other will be closer and deeper. The boundaries between online and offline will gradually be blurred, but the core business of both sides will not change. The electricity supplier is still dominated by online, and the main source of store revenue is offline stores.

Trend two: "thousand stores side" ice began to melt, personalized retail era opened

The basic pattern of "1000 shops and one shop" under the line will not collapse completely, but there will be a "crack". The speed of ice melting and snow melting will be further accelerated.

It is estimated that the adjustment and pformation of offline retail will further speed up and push forward. Diversified cross-border, featured operations, more forms of touches, more forms of O2O, and all channels will emerge.

More enterprises will seek to enlarge their own characteristics and advantages, but whether it is by expanding their self employment or strengthening the dominant category, or the anti traditional logic and the introduction of minority categories, it will help the formation of differentiated business style.

At the same time, as entities {page_break} sell different ways to touch the net, or cooperate with different electronic business platforms to layout O2O and all channels, entities retail stores will exhibit different characteristics while speeding up to "smart business".

In addition, insisting on consumer demand oriented and customer oriented, accelerating the return to the essence of commercial retail has become the consensus of the entity retailing industry, and consumer demand, consumption habits and consumption hotspots may also be different.

The performance improvement brought by innovative initiatives of some excellent enterprises will also stimulate more peer's enthusiasm for innovation, as more and more enterprises embrace innovation and embrace change.

A colorful pattern of flowers and flowers will also gradually take shape.

Trend three: customers return to stores, and retail sales are slightly warmer.

In 2014, "eleven", "double 11", Christmas and so on promoted the "warm winter" to boost the confidence of the real retail enterprises, and encouraged their fighting spirit. In the new year, the retail sales under the line will certainly further increase the intensity of landscaping, making festivals and creating momentum, giving more "storytelling" and experience color to the stores, creative decoration, scenery, Mei Chen, and highly "topic oriented" marketing, promotion and interactive activities, which will become the "sharp weapon" and "gathering artifact" of the real stores.

After years of groping, the capacity of entity retailers in member management, self media operation and WeChat micro-blog marketing has also been quite accumulated. More speculation and interaction, convenient payment and service will also attract consumers' attention to physical stores.

In addition, this year's "double 11", many physical retail enterprises have put forward the slogan of parity electricity supplier, and some have also taken a clear-cut price war with the electricity supplier.

It is estimated that in 2015, prices will no longer be the "secret secrets" of the business operators. The enterprises under the line will not only play a low price banner, but will continue to carry out "anti propaganda" against the prominent issues such as online counterfeit rampant, price fraud, "false down and real inflation", sales "brush list" and slow delivery. The combination marketing of commodities, catering, entertainment and children will be implemented. The quality of products, low prices, integrity, service and experience of "combined boxing" will attract customers' attention. This will also cause some online customers to be struck by consumer fraud.

However, it is expected that customers will return to the store in 2015. It is still a sign and trend. Customers will not abandon the electricity supplier when they return to the physical store. They will still be the choice of many people both online shopping and physical store consumption.

The customer competition between the entity store and the electricity supplier is a prolonged battle and a seesaw battle.

Just like the electricity supplier must rely on hype to have a lasting flow, the entity store also needs to innovate and decorate the creative activities to maintain enough story and topic to attract customers' attention and patronage, which also requires sustained investment. This will also dilute the gross profit of the store and squeeze the profit space.

Therefore, the situation of physical retailing may be slightly eased, but it is only a "sunny day in winter", although it is warm, but it is still cold.

Trend four: open shop, close shop simultaneously, offline concentration line scattered

In 2015, shopping centers, community supermarkets and convenience stores may still be the focus of the extension of offline retail businesses.

The sinking will become a choice for many enterprises. The three or four line city will be the focus of the layout of new stores, and will gradually extend to the county and township markets.

However, with the centralized outbreak of shopping centres, the crisis of survival is concentrated in 2015.

For department stores and hypermarkets, the plight of 2015 may be even more than that of 2014. Sales decline, profit decline or even loss will still be the norm. Those shops that have leasehold, weak innovation, no customers, no expansion of sales, and low cost control can be delisted by continuous losses. Some excellent chain enterprises will take the opportunity of mergers and acquisitions.

In 2015, there is a real possibility of a nationwide chain enterprise in the domestic market.

In 2015, the commercial retail market will continue to follow the basic trend of "a few joys and worries".

In this complicated and rapidly changing information age, there are no formats and patterns that can lead forever. We can only rest in peace and comfort. Only those who stick to the nature of retail, adapt to changes in demand, keep pace with the development of the situation, constantly innovate, pform, innovate, and adapt to change, can we lead the trend and live in a moist environment.