Retail Industry 020 Explorers Share Customer Experience Is The Key To Innovation And Pformation

Retail O2O: customer experience is still the key to innovation.

2014, in the face of the roaring of the Internet and the continuous relocation of consumer groups, the integration of online and offline O2O channels has become a collective action of traditional retail businesses. The first year of O2O has become the best commentary on China's retail industry in 2014.

In January 8th, the China Commercial Daily Research Institute was founded.

The thirty most advanced retail enterprises are gathered in Beijing to share their exploration and practice.

Innovative practitioners including Su Ningyun merchants, step by step high cloud monkey, big fat fly fly net, big business group, tin dog network, Gome online, Sanzhou group business circle network, Wangfujing department store, etc., have depicted the actual pformation map of retail pformation which happened in the first year of O2O. Different enterprises' different O2O "tactics" will provide diversified reference for the pformation of the entire retail industry.

Su Ningyun business: the core of customers' full experience

Suning launched the online part of suning.com in 2010.

When we first started doing business, all walks of life thought that if the Internet was made, the existing storefront would be a burden.

However, with the continuous promotion and development of online suning.com and the constant understanding of consumers, we find that only wired is not complete from the consumer's point of view.

Only true

Integration, that is to say, the O2O mode can provide users with a comprehensive and complete service experience.

In 2013, Suning had a "big move" to unify the price of the whole line.

This is based on an experiment conducted by Suning in 2012 for a month.

A month later, we found that when consumers came to a store, they saw the same price and line. They could experience better service. Consumers were not influenced by the price factors under the online and offline. They only need to consider which channel was more convenient. And consumers just came to the store and basically did not show the situation of "go back to find another place to place orders".

This has strengthened Suning's online price unification strategy in 2013.

In 2013, Suning also renamed the group and renamed the former Su Ningyun company, which is also intended to tell consumers that Suning not only makes electrical appliances, but also explicitly enters the whole category.

Now, supermarket goods, department stores, including maternal and child products are already in operation.

And in order to integrate online and offline, Suning has opened up the backstage system, and all consumers can buy any kind of goods sold on Suning line in the stores.

When a customer goes to a store and wants to buy a product that a shop does not display and display, Suning can guide him to understand the product online, and he can go shopping online and deliver it to his home.

Suning is also considering another important aspect of the integration of online and offline services.

Three, when consumers buy products online, if they do not know the products, they can make reservations from the professional shop operators to guide the product operation and explain the products. Four, if consumers are accustomed to shopping offline, Suning will provide "micro purchase" service. Consumers can use the Suning APP to make an appointment with the sales staff before going to the physical store, and choose a former salesperson who has been in contact with or accustomed to and has a high degree of satisfaction with the reception. Two for this reason, Suning has made several attempts: first, consumers are not satisfied with the products.

At present, suning.com has fully implemented the "speed up" service in Beijing.

In 2014, during the "double 11" period, although Beijing had traffic restrictions on APEC meetings, Suning's fastest delivery time was 26 minutes, which was a good integration of Suning O2O.

Big run fat flying net: around the customer's "four wheel" drive

O2O's full channel innovation started in June 2013 with 13 years.

The experience of our Taiwan Uitox co invested in the establishment of the flying bull network and was formally launched in January 16, 2014.

Flying bull network is a self owned and comprehensive retail shopping website. It shares the supply chain with a large scale purchase volume of 100 billion scale.

However, as of the end of 2014, the registered members of Fei Niu net had reached 2 million, the number of self operated commodities was 160 thousand SKU, and it was still expanding rapidly.

Consumer products, including fresh products, fast food products and so on, have been launched. Other daily necessities, household appliances, fashion, mother and baby and other types of commodities are also the main items in the hypermarket area.

It is difficult to start the operation of the electricity supplier, and the business difficulty and business results are all above expectations. The sales volume of the first year of flying bull net is over 200 million yuan.

At present, the whole retail group of Gao Xin, the largest RFA company, is very optimistic about the flying bull network. It has also invested 500 million yuan to expand the flying cattle Network.

(offline) stores have limited physical shelves. We hope to use the "wireless" rack of the flying bull network plus the "wired" shelf of O2O to form a deep integration of the O2O mode. Relying on the resources of the more than 300 entity stores, we will take the customers as the core and open up the whole channel through the online and offline businesses.

There are many definitions of O2O. The definition of O2O is that:

Technology, linking online and offline commodity flow, information flow, capital flow and logistics, completes paction activities.

O2O has four types of expansion throughout the country:

The first mode is fresh O2O.

In December 27, 2014, the flying cattle net had been trial run in Shanghai and served for half a day.

Our characteristic is to add more than 1000 square meters of electricity supplier fresh warehouse on the basis of store fresh warehouse, and the two are linked together. The supply chain supplies both stores and suppliers.

On line 4 days, the flying Niu nets received orders from customers in all regions of Shanghai.

The second mode: "store goods online sale", flying cattle online ordering, store as warehouse delivery O2O.

Basically, the hypermarket is mainly based on fast moving goods, and the radius of logistics distribution is not large. To build the national market, we need to build many warehouses in the country, but we need not do so with the help of big RFA store.

According to the plan, the warehouse warehouse delivery O2O will be launched on the whole country after the Spring Festival this year.

By the first half of 2015, Fei Niu net will complete the stores of 21 provinces as shipping warehouses, and radiate from East China to 29 provinces and cities nationwide.

The third mode is the O2O of the store's electronic screen.

Fei Niu net will lay some electronic screens in the big RFA store as a "virtual shelf", providing goods that are not sold but are actually needed on weekdays, and provide door-to-door service for consumers to choose from.

The fourth mode is the O2O plan of "thousands of villages and tens of thousands of Pavilions".

It has many stores, but it can not cover all the markets, so the communities and towns that do not serve the market are very...

Take the way of cooperation with HEDY, set up the "Hi cloud supermarket", set up the flying bull net experience hall, send unlimited online sales to customers' doorstep.