Why Can Electricity Providers Be Small?

If the "intellectual property" of "Zhongqing" belongs to the offline retail entity, I believe not many people will object to it, because the "zhongzhongqing" of physical retailing has already been a major node in the whole industry.

However, in recent years,

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"Wind" has been overshadowed by physical retail "Zhongqing". Compared with the fierceness, vigour and vigour of "6.18", the "Zhongqing" of physical retailing is almost silent, with few attention.

Why does the entity retailing with nearly 9 of the market share be hit by the electricity supplier? Why did "6.18", which only held a few years ago, take away the discourse power of the entity retail "Zhongqing" so easily?

This question is worth all entities.

People ponder deeply.

Why can electricity providers be small?

According to the monitoring data of China Electronic Commerce Research Center, in 2015, the total retail sales of China's network amounted to 38285 billion yuan, accounting for 12.74% of the total retail sales of social consumer goods.

Although physical retailing still holds nearly 9 of the market share, the general impression is that offline retailing has been defeated under the impact of the e-commerce platform, which has caused countless entities retailers panic and anxiety.

Is there no future for physical retailing? Obviously not.

Ma Yun said, "in the next 30 years, the opportunities of Internet companies will be online." this is also the reason why Internet retailers such as Alibaba, Jingdong and Dangdang compete to land.

Recently, BBK group has invested 5 billion in building the super model shop of the entity business -- the 700 thousand Party's Changsha Mei Xixin heaven and earth super complex, and once again eloquently proves that physical retailing will not have no future.

In my view, the fundamental reason for the fact that physical retailing is "too big and too bad" is that the power is too dispersed, and the pattern of scattered and scattered businesses can hardly reveal the true strength of offline retail.

Compared with the highly centralized retail market in Europe and the United States, China's retail market is huge, but its strength is scattered. Tens of thousands of department stores are scattered on the vast territory of 9 million 600 thousand square kilometers.

According to the data, by the end of 2015, there were nearly 4800 shopping centers in our country, but there were few chain stores in China such as Wanda. Most of them belonged to different retail enterprises. There were only a few shopping centers in 10.

The concentration is too low to form a cohesive force, and "blowing each other" has further weakened the strength of physical retailing.

On the contrary, the electronic business platform is not only huge, but also highly concentrated: last year, the total number of 3 trillion and 800 billion of the total retail sales in the country was more than 3 trillion; in the national B2C network retail market, 4 of Ali, Jingdong, vip.com and suning.com accounted for 87%.

Therefore, the electronic business platform has become a highlight of news and words, and firmly grasped the right to speak in the retail market. Although there are many voices in physical retail, each voice is very weak, and mixing together is almost "murmurs".

To recapture market discourse power, the real retail business lies in the integration of strength, with a voice "speaking". Of course, the integrated invisible hand can not come from the government, but only from the strength of the market.

Two are about the strength of entity's marketing witness integration.

One is the "double 12".

Like "double 11", the "double 12" is also a festival of "business creation". However, the difference is that the "double 11" is almost the "one-man show" of the electricity supplier, while the "double 12" is a combination of online and offline consumer revelry.

The reason is that the competitive force of offline retailing is one of the important reasons. In the early days of the "double 12" launch, physical retailing is actively following up, which is totally different from the long standing attitude towards "double 11".

The more important reason is that the leading role of Alipay and WeChat is actually the "invisible hand" of integration. When tens of thousands of entity retailers are dancing along with Alipay and WeChat payment activities, it is not surprising that the same activity is done in a uniform manner.

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Another case is the theme marketing campaign of "flying Carnival 200+ shopping mall Christmas Carnival Night" launched by more than 200 teams in 100 domestic cities during last Christmas.

Some media commented that the activity is "a theme marketing activity with the largest scale and the largest number of customers participating in the department store in China" so far. Many shopping centers have reproduced scenes of crowds and panic buying scenes.

According to Du Niang, on the eve of Christmas Eve, the number of shopping centers that participated in the activity exceeded 24 million passengers, and the APP downloaded more than 1 million times on that day, and the traffic volume was 100 million times.

In these two marketing activities, Alipay, WeChat payment and flying platform play the role of integrator. This integration seems to be very simple. The former is nothing more than using Alipay or WeChat to pay a certain degree of preferential treatment (such as 50 percent off discount within 100 yuan), while the latter uses the flying platform to give shopping centers more intelligent functions, concessions and benefits.

Why does a seemingly simple integration generate such tremendous energy?

I believe that this first benefits from the media attributes of the Internet platform, whether Alipay, WeChat or flying, are mobile platforms, all have the natural media attributes, massive installed capacity to make every move they can instantly touch the target consumers accurately, such as WeChat's "frosted glass" photos, the pfer amount to 520 yuan has become a topic of national concern, under the guidance of these platforms, any marketing activities are likely to explode amazing energy.

In addition, the abundant resources and advantageous scenarios of physical retailing, especially the distinctive features of the shopping center's large volume and multi industry status, lay a solid foundation for effective integration.

Deep integration will stimulate the huge energy of physical retailing.

I feel that, compared to the "12 double" Alipay and WeChat's shallow integration of payment, this year's "6.18" flying platform's new play is more integrated, deeper and wider.

First of all, the data show that the 6.18 activity of Fei Fan platform will cover 200+ cities, 3000+ stores and tens of thousands of brands nationwide, and it is expected to cover more than 360 million people.

Although there is still a gap between the scale of users and Alipay and WeChat, there is huge room for growth and rapid growth.

In particular, the joint activities include BBK group, Wuzhou international group, Nanjing central shopping mall group, Xinhua Department Store Group, Wuming group, Hongxing commercial group and so on. The members of the 3000+ alliance will almost wipe out the nationwide influential retail enterprises. The demonstrative effects and sensational effects will be difficult to estimate. The participation of shopping centers, department stores, supermarkets, theaters, and many other formats will bring the integration to an unprecedented scale.

Secondly, the flying platform itself is not an electronic business platform. It solves the problem of physical retail online. Instead, it is the marketing method of grafting Internet, providing intelligent solutions including parking, looking for stores, queuing, launching online activities such as "crazy delivery", "crazy pumping", "crazy crazy", "crazy to enjoy", "crazy rush" and so on. With the big prizes of Mercedes Benz, millet 5 mobile phones, 9 pieces of 9 and so on, it has been drained under the line. The three core problems it solved are fun, strong concessions and convenient services. It has hit the commercial retail quality directly, and has brought high-quality consumer scenarios, magnifying the advantages of physical retail.

No doubt, this kind of integrator is the integration of real grounding. This drainage is the real effective drainage.

Perhaps this is the reason why countless entities and brands are willing to fly together.

Finally, many Internet giants have tried to integrate the entity retail, or integrate online retail business with offline retailer, or rely on the single point integration of payment links, but the integration of the flying platform is based on many aspects such as smart scene, convenient payment, network finance, staff marketing, data services, and other modern life, such as eating, drinking, playing, shopping and so on. Its essence is a cross channel integration, and is moving towards the experience of convenience, professionalism and happiness.

Here, Fei Fei's platform is not a leader but a role of the guider. On the stage of flying on the stage, let the retail sale of the physical retail and the natural performance, this fusion integration will make "Zhongqing" no longer a "cheap" promotion, but a wonderful journey to enjoy life, experience happiness and feel the future.

Hundred cities synchronization, thousands of enterprises linkage, ten thousand shops together, hundreds of millions of people carnival, under the guidance of the integration of flying wisdom platform, entity retail will win the right to speak "Zhongqing", "6.18" will also become the carnival home of real retail.