Big Business Group, Tin Dog Network, Another Way To Play Under The Feed Line.

"Instead of being a traditional electricity supplier, it uses the Internet system to pform the traditional offline retail system of DAC and provide O2O services to users."

Liu Sijun, executive vice president of DAC group and general manager of tin dog network, told reporters in the China business newspaper that the purpose of Tien is to make virtual shelves and local member life services for physical stores, and expand the sales category and life service capabilities for offline shops.

It is not too hard to describe Liu Sijun as a geek.

His experience has been spread across many well-known websites, from the founder of Dunhuang network to the original director of Jingdong export business, and the original COO of Wanda electricity supplier. Along the way, he also provided sufficient ammunition for his unique business system.

As a mobile terminal e-commerce platform combined with physical stores and e-commerce services, the big business dog network is also using the "alternative" game, relying on the strong real economy to build a new "big business" that is more "grounded".

The dog, hearing this name, made people think of Tmall in an instant.

In fact, the big business launched the "tin dog network", not against Tmall. "Heaven"'s intention is to focus on the big business that only the offline shop has been built up, and the "heaven" (online) service has been established through the tin dog network. "Dog" comes from the chairman of the board of directors of Niu Shang Group, Niu gang. He believes that dogs are the most loyal partners of human beings, and the electricity providers need further cultivation in terms of integrity.

Behind the tin dog network is China's largest department store business group. Currently, there are more than 200 large and medium-sized shops and 170 billion yuan annual sales in 70 prefecture level cities in 14 provinces, with 500 million passenger trips per year and 17 million members.

Liu Sijun said that the development of O2O business group is more pragmatic, and does not want to start a bigger platform from the beginning. Instead, it hopes to serve the existing retail entities of DAC and the business volume of 170 billion yuan.

In fact, tin dog network is trying to use the 200 shops of the big business group, through the single product management system on the mobile terminal APP, and gradually docking with the brand supplier inventory, through the electronic members to achieve highly interactive with consumers, through the high density WiFi coverage of the store, so that the on-site inspection can be converted to online purchase.

In the supermarket of DQ, there is a special tin dog checkout counter for online customers.

"In the early days, there was no profit index for tin dog network, that is, to develop user habits."

Liu Sijun told reporters that the core of Tian dog is to serve the store and enhance the experience of the store.

Therefore, Tian dog first serves its own businesses and serves local users.

"Big business's shop will never be a fitting room. In the future, the Internet may become the" browsing room "of customers. Liu Sijun's goal is to let customers browse the details before going shopping, and then go to the physical store to buy the same money, because the purchase is more reliable, and the after-sale and quality meet the needs of consumers.

According to its disclosure, at present, the big business is also thinking about the standardization process of reconstructing and retreating the line, and the more pparent the policy is, the more it can give full play to the service advantages of the entity store.

In tackling the problem of conflict between traditional retail lines, the big business group used online sales results all to the line, not competing with the offline strategy.

As a matter of fact, the construction of big business is better than that of big business group. The profit of TECO can be acquired from Internet finance, advertising, localization life service, and more value-added services through members.

Create a virtual shelf

DQ group's real storefront becomes the experience store of Tian dog.

Under the impetus of online, the conversion rate of the order is 30%, and the unit price is 500 yuan.

At present, the products of tin dog net are derived from supermarket shelves, department stores and northeast local organic agriculture.

Online products can be built by snapping up, new models, coupons, etc., and can also be differentiated from some of the products under the line.

In fact, Tien net is an online virtual shelf, which combines the activities of offline stores to allow users to develop habits, and prices are more favorable than those of stores. For example, customers can browse at home and click on purchases or prepayment of goods, then take them to the store experience and take direct experience at the scene, then sweep the code into the virtual shelves and buy them with mobile phones, and eventually send them directly to the store by themselves or directly distribute to the home.

Tin dog network also provides second stores for the physical store.

Brand suppliers can conduct online pre-sale before promoting new products, then shop in a targeted manner, bid farewell to the stock backlog caused by blind purchase, and shop display can also be minimized, because most goods can be displayed on virtual shelves.

In the future, the supermarkets and department stores of DAC will also vacate more venues, introduce excellent brands developed on the Internet and help them operate in offline stores.

At the same time, the introduction of high-quality overseas brands to better landing China.

At present, big business has an intention to cooperate with Messi department store. Messi can enter China through the tin dog network and has experience shop online.

As can be seen, the network is still on the platform line, just based on the offline store platform.

No matter when, it will not charge fees for its stores. When trained to a certain user, it will open up platform fees as well as Jingdong, and achieve a more complete virtual shelf.

In Liu Sijun's view, this is highly in line with the spirit of Internet openness, bringing suppliers outside the big business cooperation system into an open platform, bringing revenue through sales, and this is the only thing that will be considered after enough flow support in the future.

Liu Sijun is very sympathetic to the light application put forward by Baidu President Li Mingyuan.

In the development of mobile Internet, it is confirmed that the network is in the mobile terminal, and is more inclined to the external APP of the mobile client. Although it is also a mobile client, it uses web pages, which is exactly the same with 51tiangou.com. The key is that this interactive client can push information to users, and users do not need to update and download new functions frequently.

"Consumers over the age of 30 have developed the habit of shopping in physical stores. The target customers are located in 20~30 years old young consumers. Their spending power will explode in the next few years, and shopping can only be fun to stick to them."

Liu Sijun said.

For this reason, at present, tidog has launched many applications related to WeChat. When it was online, it had been bundled with WeChat's card bag, and the commodities of big business have also been synchronized to WeChat card packages, so consumers can realize inductive recovery.

Customers can use WeChat to shake off the discount sale items around the big business mall, so that consumers can be interested and play the same way to businesses.

In addition, the cooperation between the dog and WeChat is also reflected in the joint operation of WiFi in the shopping mall.

stay

On the other hand, based on geographic location, it can also be launched by the three person group and the five person group among strangers to promote consumption.

Customers use WeChat's sharing function to send them to friends' circle, accumulate a number of praise in a certain period of time, and offer discounts for customers at the scene.

More experiential consumption will bring word of mouth, which will play a promotional role in the new brands of some brands.

Not only WeChat, but also the direct numbers of teal and Baidu are joining hands. Searching for the "tin dog" and "@" on Baidu can jump directly to the Internet.

However, Liu Sijun's higher demand for himself is that he hopes that future customers will directly go to the shopping mall or counters in a shopping mall or a special counter in big business.

And Baidu's photo sweep and other functions are about to be opened, for example, when clothes are swept, and customers know their brands and sales addresses.

Today, the big business group, which originally lacks Internet gene, is becoming Internet based.

"All this is to make customers shopping on dogs."

Liu Sijun said.

For many problems of application cooperation mode, Liu Sijun laughed with a scorn of a geek, "we are not care."

To make customers shopping experience more interesting, Tian dog must also do solid logistics and distribution.

As a big business with more than 200 stores and supermarkets, the distribution of tin dog network is first of all to meet the needs of the same city distribution, and the stores and supermarkets of the big business group are pformed into warehouses.

The supermarket is the rack, the user orders, sorting by picking staff, customers can choose to send home, or to mention.

The idea of Tian dog is that only increasing the number of field pick up personnel can provide customers with self shop or delivery to the door, so as to minimize the logistics cost.

In order to achieve this vision, DQ is also considering building MiNi stores in the district. It is working with several commercial brands in the community to make community commerce the terminal entrance of the big business dog.

As for this plan, the Bank of Dalian also showed positive cooperation intention.

It is also worth noting that in Daqing, Heilongjiang, Tian dog and a local media company cooperate to deliver the courier to the community by courier. The logistics cost can be more than half of the cost of the city express, and this method is mainly implemented in Daqing.