The Full Channel Is Not A Smooth Sailing

In recent years, the entity retail business has been burning rapidly with the spark of fire. According to statistics, over 70% of the top 100 chain enterprises have already entered the electricity supplier, and more and more enterprises have extended their hands to the electricity supplier, so as to knock the door of the whole channel. O2O pformation and all channels have become the hot words of the industry, but few success.

However, is it really so simple to make an electronic business, or is it really a disaster like Liu Qiangdong said? Liu Si Jun told the associated business network reporter: "entity retailing is the first thing to distinguish between two concepts: first, it is the difference between retailers and brand manufacturers like big business and Wangfujing, and two is completely making its own difference between selling traffic and selling on other electronic business platforms."

And big business, Wangfujing and all kinds of shopping centers, in itself, are different. Brand manufacturers have their own self marketing products like IKEA, and GREE has their own stores selling their own products, and TCL has entered Gome and Suning.

Liu Sijun said: "at present, shopping centers are more like offline Tencent and American groups. Restaurants and entertainment are popular; big business, Wangfujing and big rfat are more like Jingdong, Tmall and vip.com, mainly in department stores."

Not long ago, for the first time in the Yabuli entrepreneurs forum, Liu Qiangdong said in his speech: "today we can take a good look. All the traditional brands, as long as you say your own electricity supplier, is not to say that all selling things on the Internet. If you set up an electricity supplier Department, your sales part sold by the electrical business department itself is definitely a disaster!"

After that, he put forward such a proposal: "I also appeal again to all entrepreneurs of traditional brands, forget the electricity supplier, and go back to the first thing to put you in.

All employees are cut off. "

There is no suspense to arouse the "thousand waves", and the consequent nature is a "verbal criticism", Ali CEO Zhang Yong in March 1st (today), the 10000 words speech is more hit back, "all enterprises are not to do business, but all enterprises must do business, and the electricity supplier must upgrade the definition of the original electricity supplier."

However, CEO has expressed support for Liu Qiangdong's remarks. Liu Sijun said: "the abolition of the electricity supplier department is right, the entity retail channel is not the traditional electricity supplier, if I build an ambitious website, then I think it can be abolished".

Based on this situation, the offline channel providers must do Internet services, including establishing online customer connections, providing fast payment for consumers, picking up goods quickly and delivering goods to the door, but must establish their own.

It must be determined according to the size and strength of the enterprise.

But brand manufacturers can have a team to support the opening of the platform, as a supplier (Jingdong), or as a distributor (Tmall), also need independent support service team.

"But there is no need for us to set up a nationwide network sales platform like Suning to operate its own traffic. If we build ambitious websites, then I think we can withdraw."

Liu Sijun said frankly.

"Because the offline stores have regional characteristics, websites are not regional, but there are Matthew effects. They do not have much chance to do so. Burning money requires capital to return in the market.

Therefore, similar to Suning and big business scale, they will use different modes to build their own platform. This is very resolute, and small scale entity retail can make use of platform like big business dog and Suning to do the whole channel.