E-Commerce Will Expand Further In 2016.

Gu China

First, modern department stores replaced the supply and marketing cooperatives, becoming the mainstream market.

Later, it was the rise of all kinds of supermarkets and home appliance monopolized markets, becoming the mainstream form of retail business.

Now, electronic commerce suddenly rises, the traditional distribution mode is changing, and full channel retailing is becoming a new development trend.

In the past, the entity store and the current electricity supplier have made a mistake: they pay too much attention to the efficiency and scale of the product, and take a low price route for a large number of users, thus ignoring the real demand of consumers. In essence, creating value for consumers is the reason why an enterprise can last forever. It is time for the domestic retailing industry to reflect on it.

As soon as we see the Spring Festival coming soon, business is losing sight and sales are declining day by day.

We should say that the prices of physical stores have dropped again compared with the previous years, and the whole street has been trying hard to promote sales throughout the year.

The future O2O services can be roughly divided into three categories: one is to shop, the other is to come to the market, and the three is to shop at the door.

In the future, the new mode of Internet and shop will be pformed, and entities and electricity providers can get out of difficulties and get out of the tide of closure.

Europe and the United States rely on the rise of large number of popular e-commerce providers are in pition to open a physical store.

NastyGal, ModCloth, Warby Parker and Bonobos in the United States have accumulated the reputation and original accumulation on the Internet, and have developed the strategy of online entity shop.

Many high street brands in the UK are also the same.

The traditional shop will not end in a desperate way, or even stand on the shoulders of giants.

Similarly, online and offline will not only fight each other, but a new way of O2O integration has emerged.

The survival of the fittest becomes the king's way. The outlet of the traditional shop is to take the road of Internet pformation.

The follow-up impact of combating corruption and building a clean government has not yet ended, leading to the market for men's related products leading to the entire luxury market.

Data show that the sales scale of watches decreased by 13% after the previous year's decline, while the sales of men's clothing increased by 12% from 10% in the previous year to 10%.

Last year, there was a wave of luxury brands, of which the number of men's wear brands was the most obvious: Hugo Bosse closed 11 stores, the most closed store in 24 major luxury brands, and the other men's brand Zegna closed 4 stores without adding new stores.

Bruno said that the consumption of business gifts decreased significantly, which is the main reason for the decline in sales of men's products, including watches.

Similarly, in recent years, the luxury goods market in North China and Northeast China, which has been more dependent on business gifts, has been more affected in recent years.

In addition, the slowdown in the economy and the collapse of the stock market also have a huge impact on the luxury market.

Although the consumption of local luxury goods continued to decline, the Chinese luxury consumption in the world increased by 6% in 2015, rising from 380 billion yuan last year to 405 billion yuan.

Among them, the overall increase in Chinese luxury shopping abroad reached 10%.

Over the past year, the destinations have been pferred from traditional Hongkong, China and Macao to Japan, South Korea, the euro zone and Australia.

In 2015, the total expenditure on luxury consumption in China increased by 251%, while Hongkong dropped by 25%.

But in the meantime, the purchasing market has begun to shrink.

Bain said that the rise of cross-border electricity providers and overseas websites in China has diverted the flow of purchasing agents. In addition, the major brands are committed to narrowing the price gap, and the government has stepped up control and control, which is also the main reason for the decline in the scale of overseas purchasing market.

In order to boost sales in China, Chanel took the lead in adjusting the spread in March last year. Many brands followed or explicitly followed up the price strategy.

Bruno said that after lowering China's price, Chanel's stores in China are significantly higher than other brands, which is bound to prompt more brands to adopt similar strategies in 2016.

The traditional distribution mode is changing.

"The real mission of a business enterprise is nothing more than two things: creating customers and retaining customers.

When we return to this essence, customers become the core of our planning channels and operations.

Jing Jie station, vice president of Alibaba group, analyzed the opportunities and challenges of the whole channel era on the stage.

He has served the world daily giant Procter & Gamble for many years. With the integration of online and offline development, the O2O mode will be an important step towards the whole channel.

However, Jing Jie also pointed out that after the rapid development of the electricity supplier, many enterprises formed the channel for the operation of the electricity supplier, the platform for the operation of the electricity supplier, and the organization of the operation of the electricity supplier, but objectively, many brand enterprises also formed the consumer experience that consumers felt different between the online and offline businesses.

"Brand names are often fragmented when faced with consumers."

Since last year, we vigorously advocated the whole channel. This year, Alibaba group further put forward the concept of "three links". We will open up all channels through the strategy of "commodity communication, membership communication and service communication".

Jing Jie said that "commodity communication" is to make the interaction and experience between consumers and brands more consistent. Consumers no longer care about where to buy, but are concerned about whether to buy the brand.

"Service link" is the cooperation between the brand and distributors and social service providers who provide services locally, providing quality services to retain customers.

"Member communication" means using CRM member operation to achieve customer lifetime value, improve marketing ROI and speed up innovation in the era of increasing competition.

"For example, double eleven, many buyers do not want the goods, people are there, the goods are gone.

But is the product really gone? "Not necessarily, but the goods of the e-commerce team are gone."

Jing Jie said that the second scenario is that many brands have their own shops online, but consumers do not want the size and color. "But is the size and color of the goods really not there? It is not in this store, but it may be within reach of your flagship store."