E-Commerce Is A Double-Edged Sword, The Proportion Of Online Shopping Has Gradually Solidified.

According to the survey results released by the Beijing investigation team of the National Bureau of statistics, 67.7% of the 792 valid samples collected in the city indicated that the number of shopping trips decreased due to online shopping, which was further expanded compared with 62.1% in 2015. This means that nearly 7 of Beijing consumers used online consumption instead of physical consumption. According to the analysis, under the background of the "Internet +" mode in the ascendant, the consumption of online shopping in Beijing will continue to develop rapidly. However, after the big bombardment of price competition among major electricity suppliers, the consumer mode of "immunization" will gradually become rational, and the proportion of online shopping in daily consumption has gradually solidified.

In recent years, online shopping has been favored by its high convenience and high cost performance. It has become the "new normal" of Beijing citizens shopping. According to the latest data released by the Ministry of Commerce, Beijing's wholesale and retail enterprises above Designated Size achieved 29 billion 550 million yuan in online retail sales in the 1-2 months of this year, a significant increase of 25.2%. Some analysts point out that under the background of the adjustment of consumption structure and the supply side reform, more and more Beijing consumers tend to buy high-quality goods through more credible and convenient channels, and the service to enhance the consumption experience such as door-to-door, half day, limited time, near returns, door-to-door returns and so on is also widely welcomed.

The survey results show that last year, the average number of online shopping users in Beijing increased 4.7 times a month, compared with that in 2015 (4.1 times), of which 86.7% of online shopping users were online shopping 2 times or more, accounting for 3 times more than 6 times. At the same time, the number of people shopping is also decreasing, and 22.1% of respondents said they went out. Shopping The number of items "significantly reduced" or "decreased", a slight increase from the 21.4% in 2015.

In terms of specific consumer goods, as the traditional category of online shopping, clothing occupies an important position in the consumption of online shopping. Survey shows that more than 1/4 of online shopping in Beijing is clothing, footwear and home textile products. The amount of online shopping accounts for 26.8% of the total online shopping volume. Although the proportion is slightly lower than that in 2015 (27.3%), it still ranks first.

In addition, the proportion of food consumption increased. The survey showed that the consumption of food, drink, tobacco, alcohol and health care products increased rapidly in Beijing online shopping users, accounting for 12% of the total amount of online shopping, and 3.4 percentage points higher than that in 2015. The head of the Beijing investigation team of the National Bureau of Statistics said that with the improvement of living standards, people's pursuit of food safety and quality of life is getting higher and higher. Purchasing mode To provide consumers with safe, high quality and reassuring products, "kiwifruit, Chile's cherry and Argentina prawns are presenting residents' tables through the Internet."

It is worth mentioning that the proportion of online shopping expenditure of Beijing consumers is gradually solidifying. Among the online shopping users surveyed, the proportion of online shopping impact on consumer spending is basically unchanged, which is 46%, which is larger than that of 43.3% in 2015. The person in charge said that compared to 2015, the impact of online shopping on consumer spending in Beijing tended to be "basically unchanged", "reduced" and "significantly reduced".

"Along with the major online shopping business price war and fatigue promotion bombing, as well as the quality problems of the fake and shoddy products exposed by the electricity supplier, at present, the vast number of consumers are no longer blind and enthusiastic about online consumption." Hong Tao, director of the Institute of Economic Research of Beijing Technology and Business University, analyzed to Beijing Business Daily reporter, replaced by a more rational consumption concept, and the growth rate of online shopping consumption has gradually slowed down. "It can be said that the current consumer online shopping patterns and average expenditure are basically stereotyped, the proportion of online shopping in their daily consumption is basically solidified, and there will be no big fluctuations."

Nearly 70% of consumers take online shopping as a substitute for physical retailing, which worries the industry. However, some analysts pointed out that the electricity supplier is a double-edged sword for the traditional retail enterprises. It will not be used or used badly. The physical retail stores feel the competition and impact, and with good use, they can become a tool for the extension of the store service. Li Yanchuan, a secretary of the municipal Party committee, told the Beijing Commercial Daily that the electricity supplier had a great impact on the sales performance of the store. Especially in the high frequency consumption of general merchandise and snack foods and other areas are more obvious. But he also said that this is not entirely attributable to the rapid growth of electricity providers, physical stores in the guidance of customers, the way to set up experience is not enough, it is also unable to attract young consumers to pay attention to the reasons.

In fact, the traditional retail business is right. Online retailers After a few stages of indifference, rejection and attempt to touch the net, more enterprises are aiming at the development direction of integration under the line and online. In the traditional retail sector, Wangfujing (16.280, 0, 0%) group, a prestigious retailer, launched online trial operation of Wangfujing online shopping mall in 2013. At the end of last year, Wangfujing announced that it would adjust its internal structure, and integrate the original market department, the electricity supplier company and the whole channel project to form a full channel center. Liu Chunji, deputy general manager of the all channel center of the Wangfujing group, said that the online dividend distribution pattern has been set, even if it is the online retail platform, and it is also aiming at the development direction of new retail. It is pursuing the combination of online and offline. At the same time, the offline platform seeks transformation of the Internet, which is the transformation to integration. The so-called new retail is the use of its core competitiveness to attract consumers, and ultimately to become a digital business entity operating customer ecology. With regard to the characteristics of Wangfujing's full channel operation, Liu Chunji believes that the all channel platform is a user flow platform that takes the store as the core and continues to expand. Through the existing store resources and multi format resources, the group business will have scale effect in the integration of formats and formats, and between multiple stores.

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