General Merchandise Industry: O2O Profit Pattern Is Not Clear

In fact, the demand for funds for doing business is huge. Traditional department stores are unable to compete with the electricity suppliers who have completed many rounds of huge financing.

"Small scale and low traffic directly lead to low sales, which makes the operation of department stores online shopping mall not optimistic."

Ding Liguo pointed out.

At present, the investment of the Wangfujing, Yintai and Liqun department stores is also significantly lower than the input of the entity stores.

In 2008, Qingdao Liqun department store formally launched online shopping mall.

Last year Liqun Department raised about 1 billion 900 million yuan of funds raised by the market, only about 125 million yuan for e-commerce platform upgrade project.

For an e-commerce site, 125 million yuan is just a trial of water.

And Liu Chunji does not deny that we do not have the overwhelming cost of advertising and marketing, and we can only play a stable role. After all, as a listed company, we should be responsible to shareholders.

It is worth mentioning that the profit net is limited.

Lack of talent, and many employees come from the internal staff of Liqun group.

Zhuang Shuai, an e-commerce expert who was responsible for the early development of the Wangfujing electricity supplier, said in an interview with the media that from the actual contact, Wangfujing was constrained by talent and other factors, resulting in insufficient execution.

In the view of Ding Li, what is more important is that the leadership of the traditional department stores simply did not understand the business of the electricity supplier, and the leadership of the foreign bank was professional.

"Wangfujing is still positive in terms of electricity providers, but because of the low efficiency of the state-owned enterprise system, it is difficult to integrate with the market."

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After taking over the electricity business, the original electricity business has been thoroughly adjusted.

She told reporters that the new electricity supplier carries the mission of the whole channel.

Wangfujing's electricity business is doing a propositional composition: using the Internet.

Sell goods from physical stores better, and establish more frequent links with customers by Internet.

According to Liu Chunji, the first quarter of 2015 has reached the sales volume of last year, but it still feels pressure for the top 100 million yuan annual sales target.

In fact, the traditional retail business is not just an electronic business website. Only when the experience of online and offline is consistent, can we dig out the bright spots on the online and offline lines and show them to customers.

Liu Chunji also admitted that the whole channel development we think is doing a very "two" thing, O2O in the middle of 2 represents integration, to get through the online and offline is not a simple matter.

It is reported that this year's Wangfujing project will be dominated by mobile terminals.

"O2O tools rely on mobile terminals, but the capacity of mobile terminals is far from enough."

Liu Chunji said.

Not only did Wangfujing department stores fail in the business of electronic commerce, many department stores took circuitous measures to open up the way of electricity providers that cooperate with Internet companies.

Yintai said that since Yintai has joined hands with Alibaba, it has launched a pan channel strategy to explore the new business mode of O2O, nine channels such as Yintai, Tmall boutique, Tmall O2O store and Yin Taibao.

Last September, Wanda joined Baidu and Tencent to set up a special Agel Ecommerce Ltd, trying to build the world's largest O2O e-commerce company.

However, from the current electricity supplier situation, there are few successful cases of using O2O mode, and the profit mode of O2O mode development is not clear.

Reporters call Wanda public relations manager Li Haifeng, he told reporters, "it is not yet announced to the outside world Wanda specific progress in the O2O, can only wait."

In fact, Wanda, known as "not bad money", has been the focus of the industry since it announced that it had spent 5 billion yuan in December 2013.

At the 2015 Wanda annual meeting, Wang Jianlin, chairman of Wanda Group, proposed that the future of Wanda's electricity supplier would be a platform level electricity supplier.

However, in the view of Ding Li Guo, although Wanda has made use of physical stores to develop electricity providers, it is different from other department stores, but now the traffic cost is getting higher and higher. Wanda's shopping center mode is based on every brand store, and every brand is not necessary to share business secrets with Wanda.

"Brands and Wanda are just the relationship between tenants and landlords. It is impossible for tenants to connect the information system to the landlord.

If Wanda can't go deep into the real commodity level, the consumer information system has not been opened up, so its O2O is just an empty talk, and it can only become a public comment at most.