How Can The Real Retail Enter The Electricity Supplier To Create Competitiveness?

The essence of the whole channel is a great change in China's retail industry, not only for the transformation of physical retail, but also for the transformation of the electricity supplier. The so-called full channel is the integration of the online terminal and the offline terminal. Based on this property, the biggest feature of the whole channel is that all terminals can sell a stock.

"The whole channel is a great change, especially for physical retailing. According to Yun Yangzi's words, the implementation of the whole channel is essentially a great revolution in physical retailing. Although it is good for physical retailing, it is also a knockout. " No one wants to get out in this knockout game, the physical retail channel is learning IKEA, increasing the proportion of self marketing, and the flat supply chain is what it wants to do, which has nothing to do with the electricity supplier. But the whole channel is easy to say, but walking up is a "step by step crisis".

Yun Yangzi believes that there are 3 core services to be implemented in the full implementation of shopping centers: a tool to stick to users, a mobile shopping platform to stick to goods, and a mobile payment tool. In this field, at present, there are 3 competitors who integrate shopping centers in the form of service providers. A Wanda, an Ali, a WeChat. A line of commercial real estate, an online commercial real estate, an omnipotent connection artifact.

For large department stores, 3 channels need to be implemented. Core standard A large number of brands with the same price, an online mobile shopping platform, quickly copy chain stores. Yun Yang Zi said that the outlet of the whole department has already appeared, and the time window is up to 3 years. And he firmly believes that "the department stores must be fully developed if they want to be bigger. The air force and the army cooperate with each other to seize the share of Tmall online, and to develop entity chains or integration under the line. There may be three ways for small and medium-sized department stores, either to be bought or integrated, or to combine themselves, or to achieve the strongest regional chain stores, but all channels must be implemented. The overall implementation of the department stores should achieve the transformation of the overall operation mode, otherwise it won't be too bad.

Yun Yoko said, "the relationship between the clear real database and the virtual library is. Brand dealer And channel operators to take the first life and death of all roads. " There are 3 ways to choose this life and death: 100% online storehouse, 100% storehouse, real library, and online and offline libraries.

At present, in the process of implementing the whole channel, the supermarket runs the 100% line real database. Data show that in January 16, 2014, Huang Mingduan invested 600 million into the electricity supplier. By the end of 2015, the number of flying cattle online lines had exceeded 100 million, and the flying cattle had 9 million 900 thousand registered members, and the number of active members was 2 million 700 thousand in six months. In December 2015, the total number of mobile terminal orders was 78%. It is understood that the way used by Da Yun FA is to select a store to split the warehouse at the provincial level, and the store takes the performance, and the flying cattle net is divided into two parts. Yun Yang Zi analyzed that the implementation of the whole channel was better. It was that he had grasped several essences: the price is real, the virtual and real library is not making mistakes temporarily, and supporting the self-employed. But he also believes that the big RFA wants to expand to 300 stores to make regional warehouses. It is not always appropriate to build a database under 100% lines.

However, in All channels Strategically, another domestic retail giant Dagun group has opened up another path. Liu Sijun said: "like the entity retail channel of the big business group, the Internet is a new technology. It must be applied well, upgrading in two aspects. First, the statistical analysis of commodity data and gross profit. Two, how to make use of the advantages of the Internet and on-site direct services, and establish a precise marketing and personalized service capability based on data collection such as single product sales, single product trial and so on, or establish a mobile Internet connection with customers."

So, how does the entity retail enter the electricity supplier how to create competitiveness? Liu Sijun gives four suggestions:

1, if it is a low price promotion of burning money, this will not last long, nor can it continue for a long time.

2, the difference between electricity providers, e-commerce sub brands, these can be introduced into the store sales of virtual shelves, for on-site sales to provide a supplement to transaction transformation, but do not act as a flagship store on its own platform;

3, the fast payment and distribution service of the electricity supplier, the entity store channel needs to establish the system to implement and provide gradually, this is the general trend.

4, the physical environment of the store can produce a lot of non acquaintances in the field and new content of the diversion. There is no mature case now. There are cases of beautiful mogujie.com on the Internet. There is a case of public comment. There is an opportunity for a large entity store to get the upper line.

"Channel providers must make full channels, or they will be slowly eliminated, which is consistent with the theory of dimensionality reduction. If Tmall does not involve all channels, it will be slowly eliminated. With ALI CEO Zhang Yong's words, that is, the original business model will be phased out. Jingdong, Dangdang, Amazon and so on! "The department stores, supermarkets and franchised stores under the line are also like this!" finally, Yun Yang Zi concluded.