WAL-MART's "Electricity Supplier 2" Version To Continue To Write "Legend"

From the perspective of the entire retail industry, the one or two tier market in China has never been hit by e-commerce. New towns, especially the three or four tier cities, seem to have huge demand for large supermarkets. But once the channels of retail enterprises are too deep, the logistics front is too long and the cost is too high, the retail centers will hardly be able to generate profits and benefits. Retail businesses can really make profits or focus on the first and second tier cities. In the rural areas, the logistics hypermarket can not play the scale benefit and the radiation benefit of the logistics base. After all, the urban residents are still accustomed to the "bargain" open market mode.

A month after Dong Minglun's press conference in China, WAL-MART announced that it had opened up the O2O platform under the online and offline platform for trial operation in Shenzhen. Ke Junxian, President and chief executive of WAL-MART China (Sean Clarke), hopes to connect real stores and e-commerce services to become "real O2O companies".

Industry analysts said the quick purchase would be WAL-MART. Online retailers The "2" version of strategy. In WAL-MART's first attempt to enter the Chinese electricity market through holding 1 shop, but the effect is obviously not satisfactory, personally "hanging out" shows WAL-MART's confidence in the field of electric business.

At a media conference last month, a reporter asked Dong Minglun: "WAL-MART has already held 1 shop, from the top to the 1 shop today, and the market share has dropped to a low level. Is it the responsibility of WAL-MART to allow this kind of situation to last?"

Dong Minglun's answer may partly corroborate the intention of the global retail boss, putting the long line and the overall situation behind. After all, the big guys never fear to carry the time: "WAL-MART has huge advantages and opportunities to integrate the entity store with e-commerce well, and the full channel sales combined with the entity store and electronic business is exactly the" retail future "to be defined.

WAL-MART, which carries the brand, thinking, mode and so on, is the old entity advertised by the entity retailing industry. Business short board The reason why it can resist the impact of new business, new mode and new channel depends on the offline distribution of O2O, which is dominated by online stores.

　　 Doug McMillon He communicated with each other at the top level of WAL-MART. "By investing in shop No. 1, WAL-MART has the opportunity to quickly enter the Chinese electricity supplier market and test some innovative solutions in China." Dong Minglun said that with the passage of time, there will be constant changes in the business model of shop No. 1, and WAL-MART also hopes to have a long-term perspective.

WAL-MART holdings No. 1 shop did not expand smoothly. Because of the restrictive provisions of the Ministry of Commerce, until the establishment of the Shanghai Free Trade Zone, WAL-MART regained the control of the third party platform business. At the same time, the 1 shop with sales volume of about 18 billion yuan is far apart from hundreds of billions of Tmall, Jingdong and other rivals. It not only failed to win the corresponding position for WAL-MART in the field of electricity supplier in China, but also missed the first advantage of O2O development of Chinese entity retail enterprises.

The rumors of the departure of gang 1 shop's founding team are the speculation of the market for the integration of online and offline WAL-MART's introduction. When the line is gradually losing its advantages, WAL-MART may be able to attract customers back to the offline market through online advantages and cross marketing, and become the winner of all channel sales.

A single online or offline channel has been unable to adapt to the current consumer's "changing fast" buying habits. In today's era of "everything is electricity supplier", whether WAL-MART can kill a blood route in the chaos of China's retail industry, continue to write "legend" Dong Minglun's conviction, change, hope will be confirmed by meaning.