Control Online Sales Channels To Deal With "Home Economy"

"House" is a new word with high frequency. It means staying at home instead of going out.

With the growing maturity of urban networks and logistics systems, consumers are becoming more and more "home". They are ordering takeaway food at home, buying all kinds of goods at home, doing fitness, learning and entertainment at home...

If 10 years ago, e-commerce represented by B2C is still a very commercial concept, now, whether or not it is necessary to establish an online sales channel is an unavoidable option for all retail enterprises.

More and more enterprises begin to build their own business models around the "house economy" of consumers. More and more entities with physical stores begin to establish network sales departments outside the traditional channels.

In 2008, more than 80% of the retailers in the United States had established Internet sales channels, and the total retail sales in China exceeded 100 billion yuan for the first time.

However, the phenomenon of consumers' "house" is not only a market opportunity, but also a trap.

The long and arduous profit history of B2C enterprises shows that the loss of locality and other factors that may create the monopoly effect and the thorough pparency of the price of the online sales channels often mean more intense price competition pressures, which may compress the profit margins in the retail sector.

Network channels have been talking about the logic of de stocking and de intermediation, but all online sales enterprises must finally face a problem: what can you provide consumers with in addition to low prices?

Compared with those before

And those who want to break the original industrial structure through online channels are more complicated than those of the retail enterprises that already own a large number of physical stores.

On the one hand, they worry that the emergence of new channels will dissolve the advantages of their own stores that are hard to build, so that they will have to compete with new Internet companies in unfamiliar fields. On the other hand, they also worry that online channels are more for physical channels instead of supplements, and consumers will turn from physical stores.

Buying, but not increasing consumption.

At the same time, the establishment of online sales requires large-scale investment, and the cost of operation will also increase.

But in any case, no enterprise can bring about the phenomenon of "house".

Turning a blind eye to everything, from clothing to diamond ring, from catering to air tickets, almost all products began to be sold on the website, and the share of sales increased rapidly. Some even the goods which were considered to be very unsuitable for online sale were moved to the Internet.

It is not optimistic that, like the B2C boom of the past, the "home economy" is quietly creating a trap while creating opportunities.

For enterprises, the key is how to understand and control online sales channels.

To win the market, it is clear that consumers who buy pizza at home need exactly the same as those who go to pizza hut, while Giordano uses the interaction between websites and physical stores to integrate multi-channel sales resources to enhance overall sales. Many B2C vertical website winners have launched a lot of innovation outside the low price.

Those laws that can enhance the value of retail business are equally effective on the Internet.