In The Face Of The Big Turning Point Of The Mobile Internet, How Should Retail Enterprises Be Able To Cope With It?

Retail industry claims

It has crossed the first year and ushering in the challenges of the new year.

Taking inventory of retail O2O in 2014, we found that most of them were "big thunder and little rain."

From Tencent to Southern China City, Jingdong to join 10 convenience stores to play O2O, Shun Feng "Hey shop" attack community O2O, and then to Wan Teng's strategic cooperation, and Suning, Gome, Yintai, big business and other lines of retail giants in O2O action, set off the stock wave, attracting the eyes of people in the industry.

However, all kinds of gameplay in the retail O2O field under the online and offline industry are still crossing the river by feeling the stones, and the feeling of change brought to businesses and consumers is not obvious.

In the face of the great pformation opportunities brought by the mobile Internet, how should the retail enterprises react? How to find the right foothold, practice how to integrate O2O online and offline, provide high-quality service experience, solve the traditional retail predicament? How to play the huge resource advantage under the line, and realize the resource sharing on line?

As the industry's first success, Haier, bestseller, all friends, Hengda, and La bell.

Many enterprises have implemented the full channel O2O system supplier, Beijing Wei Fu you company. After 3 years of full channel construction, it concluded that O2O is a systematic project. In the process of O2O development, commercial retail enterprises need to have clear direction, overall planning, rationalize the relationship, and establish a self running ecosystem with online and offline integration.

No doubt, O2O is an important business form in the future, and it is also the only way for physical retail enterprises to pform the mobile Internet.

Whether online or offline.

"In the practice of O2O, both of them will be faced with pain points such as user crossover, synchronous operation, changing channels, logistics and distribution.

System: IT capacity building, retail O2O should be both internal and external.

For retail entities, a very important point in the past is to optimize information in every link of production, supply and marketing, including uniform arrangement and coordination of inventory management, order management, such as stores, warehouses, factories and so on, and standardize, standardize and process with IT tools to enhance the efficiency of commodity circulation.

In the O2O mode, the whole channel sales, orders no longer occur from stores or electricity providers, distribution mode will also change more because of customer needs.

This requires enterprises not only to coordinate the production and supply of goods only according to the sale of goods, but also to flexibly match the needs of consumers to store picking up or store distribution.

The traditional supply chain system often starts from solving the problem of internal efficiency of enterprises, and this relatively independent system will face a huge challenge due to the lack of key consumer data and consistent data on line and line, in the face of the external consumption environment and the changing channel of purchase.

Therefore, for the O2O pformation of the entity retailing enterprises, we must first realize that the data association established solely by stores and commodities can no longer meet the needs of the new era. The insight ability of consumers will be the key to the success of O2O practice.

And this depends on the establishment of a IT system that connects online, offline, consumer, store and goods. It breaks the barriers between the information flow inside the enterprise and the information flow of the external consumers, and interconnects them internally and externally, so as to realize the cross-border operation of the users and complete the basic capability building from internal efficiency to external efficiency improvement.

Through the input of IT infrastructure, the connection of people store merchandise data will further enhance the supply chain management and ensure the online and offline payment system and membership system.

Operation: from "channel to King" to "user thinking"

The Internet business has a very big impact on physical retailing. It seems that it is because the price advantage preempted the users under the line. The underlying reason is actually the effect of network intermediation.

In the past, retail outlets and consumers in the business circle had to reach more consumers. This practice made the circulation of commodities accumulate through layers, leading to higher sales costs and higher commodity prices.

The Internet has broken through the "one kilometer business circle", eliminating the intermediate links of the channel providers, enabling manufacturers and brands to directly face consumers and establish relationships with customers. This will lead to the closure of some shops with low cost and high cost, which will be replaced by a more direct and lower cost way of the Internet.

Retail enterprises have always been very concerned about "establishing relationships with customers".

Mobile Internet has made this relationship very simple.

One is that consumers can more easily touch businesses, and more and more means and ways to obtain business information. Two, the word of mouth of merchants can be spread more quickly through online sharing among consumers, helping businesses build relationships with broader customers.

For retail enterprises, through the practice of O2O, we can pfer the time, energy and input of past spending on channel construction to the user's communication and around the value management of users. In the words of the Internet, it is "user thinking", and through continuous collection of users' feedback to improve the design, research and development, production and other links, so as to better meet the needs of users.

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Store: from "commodity circulation center" to "service experience center"

All along, in the mode of commodity sales, retail enterprises act as the role of commodity pporters, become the hub of products to consumers, and stores become the "Circulation" products circulation center, through marketing activities, shop staff communication, store decoration and other means to strengthen the guidance of consumers, and promote sales.

But with the development of e-commerce, goods can be directly distributed to consumers through manufacturers and warehouses, and the value of "commodity circulation" in stores is weakening.

As for physical retail O2O, there is no doubt that offline is an important part of physical retail enterprises to expand O2O.

On the one hand, due to the limitation of the area, environment and so on, it is difficult for merchants to present all the merchandise and brand information.

And open online and offline, make use of the diversification of online products to display display and shopping evaluation functions, so that customers can get more goods and information in the store to help consumers to make decisions and so on, so as to enhance the consumption experience. And stores can also display the information of raw materials processing, production assembly, pportation and distribution, and so on, so that products can be more pparent, more credible and easier to stimulate consumption desire.

On the other hand, through scientific and technological means, we can dig deep into the service value of stores, and constantly let customers feel the intimate service of being at home from customers to shops, shops and shops.

Marketing: from "promotion" to "fine operation"

Under the O2O mode, consumers emphasize interaction and experience, and they have higher requirements on the touch information, accuracy and value of business information.

In the past, the rough promotion of "spreading the net" and "smashing advertising" were not enough to impress consumers.

Because of the lack of relevant records, statistics and analysis, the traditional marketing methods can not accurately assess the real effect of marketing, nor can they measure the short board in which links can lead to lack of optimization, nor can they provide accurate and valuable marketing and service information for consumers.

From the marketing level, this requires that in the O2O practice of mobile Internet pformation, physical retail enterprises must shift from simple marketing activities to refined operation mode, with the help of systematic and technical means, enhance operational capability and make effective marketing decisions.

If there is no construction and support of corresponding technical capability, any form of O2O will end up in appearance.

The key point for an enterprise to make an effective marketing decision is to record and accumulate data, and establish a multi-dimensional operation index. Through the analysis of data indicators, such as consumption amount, purchase frequency, attention category, related consumption and interaction preferences, this kind of marketing decision is more valuable to users.

Therefore, O2O of retail enterprises must establish data capabilities, move towards fine operation through data mining, and create value around users to realize user centered operation.

Although O2O, a retail entity, is now forced to pform due to Internet anxiety, its huge resources under control will enable it to have more support power and broader space in the O2O practice path, including cross-border operation, full channel management, resource integration, user operation, service delivery and so on, and become the main driving force of O2O.

In the practice of retail O2O, the most urgent task is to build and improve the basic capabilities. Through the construction of a systematic O2O system capability, we can get through the online and offline integration, integrate internal and external resources, and realize the interconnections between "people, shops and commodities".

In the future, the offline business will eventually merge, and "O2O" will become a complete O to achieve unbounded shopping.

Retail businesses will also seek to pursue sustainable business development from the pursuit of short-term marketing objectives, and the business nature of user value creation will rise and keep businesses evergreen.