The State Council Issued The Opinions On Promoting The Pformation And Pformation Of Physical Retail Industry.

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"Carnival Carnival day", the State Council General Office issued the "opinions on promoting the pformation of physical retail innovation", with particular emphasis on promoting online and offline integration.

Influenced by many factors, such as rising operating costs, structural readjustment of consumption demand and rapid development of online retailing, the development of physical retailing is facing unprecedented challenges.

To this end, the "opinion" has promulgated 16 measures to make a comprehensive arrangement for the entity retail enterprises to speed up structural adjustment, innovate the development mode, achieve cross-border integration, and continuously improve the supply capacity and efficiency of goods and services.

Among them, the biggest bright spot is physical retail, to strengthen the Internet, big data and other new generation of information technology applications, and promote online and offline integration.

In the opinion, we should guide the entity retailers to gradually improve the level of information, integrate the advantages of logistics, service and experience under the line with the online business flow, capital flow and information flow, and expand the intelligent and networked layout of the whole channel; encourage online and offline dominant enterprises to integrate market resources through strategic cooperation, cross shareholding, mergers and acquisitions, and so on, and cultivate a new market entity integrating online and offline development.

Ministry of Commerce Research Institute

Zhang Li, deputy director and researcher of the Institute, said in an interview with China securities net reporter that e-commerce is a new business mode. The integration of online and offline is to maximize the use of this new mode to realize the more convenient development of physical retailing.

"In the past, it was a production LED, product LED consumption mode, but with the change of consumption structure, it has now become a consumer oriented mode, consumers have more choices, and online and offline integration can meet consumers' more convenient consumption needs."

Zhang Li said.

In fact, since last year, the State Council has promulgated a series of policies to promote online and offline integration.

Last year, the State Council issued a number of documents to promote the development of e-commerce, all of which mentioned the need to promote online and offline integration.

In September last year, the general office of the State Council also issued special opinions on promoting the interaction between online and offline, speeding up the innovation and development of business circulation, and encouraging interaction and innovation on line and offline.

Zhang Li also stressed that "there is still a traditional sense that online and offline are antagonistic, and online consumption patterns impact retail sales under the line.

Therefore, many traditional retailers do not fundamentally establish a consumer led online thinking mode.

Zhang Li believes that this understanding should be changed. In the process of online and offline integration, traditional retailers should use big data to analyze the consumer market.

In view of this, the opinions put forward many measures.

For example, the establishment of socialization.

The data application mechanism encourages e-commerce platform to open data resources conditionally to entity retailers, improve resource allocation efficiency and operational decision-making level.

In addition, we encourage chain businesses to innovate and develop extensive development methods which are mainly based on the expansion of the number of stores, and gradually utilize the technology and scientific location, intelligent selection, precision marketing and collaborative management of big data to improve the quality of development. We support enterprises to analyze consumer behavior by using big data technology, carry out precise service and customized services, flexibly use network platforms, mobile terminals, social media and customers to interact with each other, and establish a timely and efficient feedback mechanism for consumer demand, so as to make deep and deep experience consumption.

Zhang Li believes that traditional retailers should turn from the role of product suppliers to the organizers of production and pactions.

This is the real upgrading of traditional retail.

To promote online and offline integration, the opinions put forward a number of tax incentives and financial and financial support policies.

For example, a technology subsidiary established by a retail enterprise is engaged in the research and development of information technology, such as the Internet. Eligible applicants can apply for high-tech enterprises according to the regulations, and the R & D expenses that meet the requirements can be deducted according to the regulations.

Various ways are adopted to support the payment processing of integrated development of online and offline retail enterprises.