Physical Retail Remodeling Value "Double 11" The Eve Of The Night To Do A Big Job

"Double 11" approaching, the rip off between the electricity supplier is more and more fierce.

At this time, O2O, a leading entity in the real retail industry, is reassessing its supply chain system and scene experience value, which is regarded as the key to pformation in the new retail situation.

When China's various electric business enterprises are reluctant to part with each other for "double 11", the US electric giant Amazon opened its first physical store in Seattle, which is a positive sign for the entity retailing industry, which has been suppressed by electricity providers and has been involved in the O2O whirlpool.

In fact, the domestic electricity supplier has also seen the value of physical retail. Ali's hand in hand with Yin Taihe Suning and Jingdong to win over Yonghui, the frequent combination of two camps online and offline seems to bring the industry into a mystery. But in the mystery, the value of physical retail is increasingly prominent.

Guo Geping, President of the China Chain Store Association, said at the 2015 China retail leaders summit that "among the top 100 chain enterprises in 2002, less than half of them are still in the top 100, especially the rise of electricity providers in the past three years, making China's retail industry face a new turning point".

Guo Geping regrets that the retail industry has changed from the original "modern mode" to the "traditional business", but the essence of retail has not changed.

Liu Jiangchao, chairman of Wu Shang Group, believes that in a sense, the return to retail is an important way to rebuild the value of retail industry.

Chen Yougang, the president of the McKinsey Global Institute, believes that the retail industry has entered into third stages of integration after experiencing the stage of Internet confusion and the enormous pressure of the eroded market share. At this time, the retail business needs to reconsider its value.

Zhang Jindong, chairman of Suning, bluntly said, "the accumulation of resources and capabilities of entity enterprises are becoming more prominent with the arrival of capital cold winter." Internet + "is the home of real enterprises.

Geng Zhijun, deputy general manager of WeChat payment, said: "physical retailing has the traffic flow that Internet Co envied, but it wastes a lot of traffic in the shop doorway". How to turn every customer into an effective traffic volume and then generate commercial value is the key problem that entity retailing should solve in the "interconnection network +".

At the CHINA SHOP exhibition held at the same time in the seventeenth China chain industry conference, the Beijing business daily saw that the TODAY convenience store displayed the future store model, and installed the face recognition device at the door to monitor the characteristics of the passenger flow and consumer groups. All goods were adjusted at any time by the electronic price tag. The cash register self-help barcode bar, the electronic scale can be used by the self service, and finally ended the whole shopping process with WeChat payment. This unmanned future convenience store attracts more than 6000 people every day to visit the experience.

But Song Yingchun, founder of TODAY convenience store, said that the store is currently experiencing an experience without landing plans.

Zhuang Liang, Minister of information technology of Liqun group, thinks that

It can reflect the consumption situation and promote enterprises to adjust and improve in the opposite direction, but mobile payment is only a means, and the key is still commodity and service.

Guo Geping stressed that "the rapid development of the retail industry benefits from the Chinese market and the Chinese economy, but its basic skills are not in place. The essence is still to satisfy consumers with cheap goods, efficient supply chains and good customer service. The new tools and means of the Internet can help retailers to better reflect the fundamental value".

In the traditional sense, a retailer should not only handle the game relationship with suppliers, but also take account of the competitive relationship with their peers.

But now, the relationship between the mutually restraining triangles is dissolving.

At the 2015 China retail leaders summit, Chief Executive Hong Jie said, "over the past decade, the conflict between retailers and suppliers has been continuous. Now, under the impact of Internet retailing and mobile electricity providers, the two have abandoned their past grievances and sat together."

Many retailers executives said that the antagonistic relationship between the two sides in the past has constrained the two sides to better cooperate and win. In fact, how to better meet the needs of consumers is the common interests of both sides.

At the beginning of this year, 11 enterprises of Huarun Wanjia, P & G, BBK, Carrefour, Coca-Cola and COFCO foods reached the "Shenzhen Bay consensus", that is, the consumer centered values and evaluation standards, and established a management mode corresponding to their respective characteristics to provide consumers with better products and services.

26 companies have joined the camp.

Hong Jie believes that we need to restructure.

The core of the new ecosystem is to return to consumers. The two sides must take the road from game to value sharing, but it is still difficult to break some interests pattern.

"In China, the whole supply chain system is not well developed, and the consistency of some enterprises from regional to headquarters is not strong enough. At the same time, the retailer's own management is also weak. At the executive level, it falls to the regional level, and the efficiency will be greatly reduced."

Besides the suppliers, retailers are also accelerating the sharing of resources.

Wang Tian, chairman of BBK group, announced on the eve of the seventeenth China chain industry conference that it will set up a global congregation platform for 22 domestic retailers, including Tianhong mall, Shanxi Midea supermarket, Shanghai city supermarket and Beijing Hua Guan.

This platform enables cooperative enterprises to place orders first and then purchase them collectively according to the number of orders.

Zhang Jindong also sent invitations to the outside world to share Suning's "retail CPU" core competencies with more entity businesses.