Three Important Things That Entity Stores Need To Know

When people are accustomed to listening to Ma Yun's "sermon", few people realize that Taobao is not actually the earliest Chinese electricity supplier, nor is the real ecological e-commerce.

The company created.

As early as 1980s, Walmart tried to use electronic ordering system to realize the interconnection of warehousing system with suppliers and shopping centers. This is the embryonic form of all modern electricity providers.

In the Internet age, the emerging e-commerce websites have made a good eye with better online experience and ubiquitous creative marketing, but competition is just beginning.

The distinction between the new and the old in electricity business

Any emerging business model has its inherent aura, especially in the electricity supplier. However, the Internet business operators have rebuilt the original purchase patterns and sales channels, and have not touched the circulation of products and services online. The revolutionary changes that really benefit consumers need to rely on the self evolution of the traditional retail entities. In this sense, the stamina of the entities in the mobile Internet era has been greatly underestimated.

Take the five largest electricity providers in the United States as an example

And eBay led the Internet electricity providers and Walmart, Bestbuy and Target entity electric group is very clear, although the former dominant in the flow, but mobile traffic accounted for less than 50%, showing the discontent and dependence on the PC traffic, but on the 3 real business platform, mobile traffic is above 50%, Target is more than 60%.

Walmart employs more than 1000 employees in Silicon Valley. In 2014, online sales totaled $13 billion, close to 30% and even more than Amazon. In two years, they could compete with Amazon in distribution category and delivery time.

In the past, the construction of entity e-commerce platform relies more on the original system and orderly construction. Online business is defined as an auxiliary Department of icing on the cake. It is difficult to effectively use the advantages of supply chain to deal with the blitzkrieg launched by Internet Co. However, in recent years, the strategic adjustment of most entity businesses has been completed. In the big market of the post PC era, players actually have no old and new points.

Chuang-tzu said: "Xiao Yi Fang, big easy sex", after 2014 such IPO big year, the second line electricity supplier worried that Ali and Jingdong's Matthew effect continued to enlarge, has turned to the vertical quality strategy, although temporarily locked the high quality customer, but the market position has become more and more marginalized.

Dangdang adhered to the book market for many years, and attempted to deepen the customized clothing business. The way of unrestrained expansion of the products in 2014 had reached the end, and had to shrink to the original shirts and products again, and the result of blind struggle in the swamp tended to be deeper and deeper.

Dangdang and van guest's focus is that they learn too much from the SKU syndrome and think that they will be able to survive the crisis in their businesses that are most familiar with and rely on their own businesses. But in fact, these high profit categories will become more and more popular. Players will only increase more and more. The flow advantage of large electric providers is also more obvious. The vertical strategy without holding industrial background and resource allocation will only get narrower and narrower.

By contrast, Gome, Suning and shop 1, backed by chain retail entities, have chosen another battleground.

At the beginning of this year, Suning launched the Suning supermarket on the basis of the original Yi Hui electricity supplier, and the Gome, which was well prepared, launched a long planned department store + life circle plan. Its core is relying on strong entity business and supply chain, activating 150 million original members with relatively high daily consumer goods, and expanding to O2O services such as catering, beauty and so on. This is a new form of comprehensive electronic business attempt. If we add "1" shop with "online supermarket" as the selling point, the entity electricity supplier has already formed the advantage of differentiated Jingdong cluster.

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The key to win the real electricity supplier

Taking competition as the guidance and integrating resources in the system is the primary task of the entity's electricity supplier. The SF tries to link up the most powerful distribution links with the community electricity supplier mode with Hsieh, although many critics, but at least it is a useful attempt. Suning supermarket undertakes the strategic task of opening up the online and offline businesses, and leads the chain stores through the electronic shopping platform of Tesco, while Suning's logistics system is responsible for landing support.

Shop No. 1, which started from purely electronic business, has been especially active in Internet development after obtaining strategic resources such as Walmart. It has online stores on WeChat, has APP plug-ins in micro-blog, has a service window in Alipay wallet, and supports Baidu micro purchase, but as the earliest online supermarket relying on physical stores, shop 1 is lagging behind Gome on the docking of operation system.

In 2013, Gome made up its mind to integrate its electronic business platform on the United States online, ending the era of dual brands. The layout of life circle began at the end of 2014, while Shop No. 1 remained away from Walmart's main business.

For the entity's electricity supplier, if we want to make a comeback in 2015, we must do three important things:

1, price

In 2014, the electricity supplier's "double eleven" and "double two" still had a lot of fun, but there were not many people who had been brushing F5 in front of the computer even with two chopping hands, especially the mutual choking between Ali and Jingdong, exposing their serious problems.

Jingdong, which started the price war with 3C, is no longer in fact having the price advantage, while Taobao has a lot of unknown commodities. The future electricity supplier pattern must be the dispute of experience and service. After several years of market baptism, the return of the entity based e-commerce platform is taken for granted.

In the big and full competition of the entire electricity supplier industry, there are still small and beautiful stunning.

Suning supermarket is the main Department of daily use and imported food. Shop No. 1 has made every effort to break through the fresh business. Gome online is pursuing the strategy of keeping back the attack and making progress. The product line is centered on home appliance 3C, and gradually expands to the fields of home furnishing, clothing, shoes, automobile gold, book art, fast moving general merchandise, game charges, lottery tickets and so on. The first year's open platform policy without commission is also conducive to the third party experts who are married to the Jingdong.

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2, service

In the recent "Jingdong tragedy", the reason why Ma Yun made a difference to the size and cost of Jingdong was mainly because the logistics speed and service experience of Jingdong self owned goods were better than that of Tmall and Taobao. Although Ma Yun did not take a superficial view of the practice of building logistics by Jingdong at a loss, the fact that investing huge sums of money in the layout of the rookie network has long exposed Ma Yun's true view.

The fact is that the Chinese consumers who are spoiled in the electricity supplier war are much more urgent than the American people. The delivery time of Amazon in the United States is generally over 5 working days. If there is not enough patience, they will have to pay extra freight charges or become Prime members of the US $99 annual fee. There is no other solution. Jeff Bezos vigorously test the distribution of UAV is just a technical attempt, although it reduces the cost (which is much lower in the us with high manpower cost and is likely to improve in China), but it also brings new security problems.

There is no Amazon type of distress in retail giants. In densely populated cities, Target, Walmart, JCPenny, Bestbuy and Home Depot can provide integrated services such as purchase, distribution and after-sale services more convenient than Amazon and eBay through a comprehensive coverage of business outlets.

The same is true of China. After the barbaric competition of price war and marketing war subsided, the comprehensive PK of comprehensive service experience is likely to be conducive to the pfer trend of the entity business.

Take Gome online as an example, its business under the online business has been easy to quickly layout, and all orders can be shipped from all parts of the warehouse nearby. With the launch of time service logistics service launched in November 2014, Gome online distribution speed not only greatly exceeded the B2C electricity supplier such as Tmall, but also posed a serious threat to Jingdong.

In the timekeeping service commitments, orders are placed before 12 noon, delivered before 8 p.m., orders from 12 noon to 2 p.m., delivered before 10 p.m., orders placed before 12 p.m., and delivered before second p.m. 2 p.m. to achieve this kind of delivery efficiency.

At the same time, relying on the layout of large and medium-sized cities, the comprehensive retail giants such as Gome and Suning have the ability to provide value-added services from delivery to one stop and replace the old ones, which will form a competitive advantage for the Internet business operators.

Many people are sanguine "Hey" and "La Carla" around the shop "this kind of inter industry layout of the community electricity supplier is not optimistic, think it is the mechanical imitation of the Internet mode. Actually, half a year ago, the store has expanded to more than 3000, and its exploratory attempt to perfect the format of HSF is at least two years later.

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3, marketing

The group issued a series of poster on micro-blog, which is "imported milk, low price, no match for you." it calls for Walmart's electronic business platform 1 shop, while the 1 shop resolutely meets the challenge. The anti choking Jingdong "imported milk 6.9 yuan cut the price of hand, you can't afford to lose a person", "multi brand 50 percent off open group, imported milk hoarding good opportunity!" Gome online joined the battle with the angle of helping boxing 1 shop. "It's a series of posters released by men on the 1 shop". The most advantageous Internet provider in the future will also face challenges. When Suning supermarket is on the line, Suning's marketing team has organized a provocative flash activity in the Walmart store, and Jingdong subsequently joined the war.

The Internet business will turn the normal business competition into a war of words between the brands. The entry of the entity business will bring the war back to its original source.

The imperial counterattack led by shop No. 1 is no longer an ordinary commercial battle. The entity business starts with the high frequency service of the local life circle to re outline the layout of China's electricity supplier. This attempt, whether successful or not, is beneficial to consumers at least.