Jingdong Starts "Provincial Area" In China

In the first four months, the growth rate of online shopping consumption is still over 30%.

According to the world clothing shoes and hats net, in May 16th,

Henan is among the first to announce the launch of the "provincial area" in China.

In other words, the Jingdong officially launched Henan.

Ground warfare.

In the same month, the two foreign retail giants of Parkson and WAL-MART have been closed shop in Zhengzhou for a number of years, and many funds have been concentrated on the two major areas of Oteri J and convenience stores. This is a surprise to the entire Henan business community: This is clearly the trend of the "retail cage for birds" in the retail market, but who will "cage" be left to?

The electricity supplier launched the "ground" attack, and the shopping center and convenience store speeded up the copy.

In May 16th, with the news conference jointly held with Henan sports lottery, Jingdong Henan branch announced that "the company completed its regionalization independence in December last year and will officially launch the" 5. 18 Henan celebrating event "this month.

This is the first time the domestic electricity supplier has announced the strategy of regionalization.

Different from the previous Jingdong's management structure of 7 large areas in China, the "provincial strategy" is undoubtedly.

The important signal of channel sinking and regional deep tillage is increased.

"In fact, the Jingdong launched a provincial strategy in 2015 in Shandong.

After Shandong, Fujian and Zhejiang, Henan became the fourth provincial Jingdong.

Ren Guangle, general manager of Jingdong Henan branch, answered this question.

Its introduction, the reason why Jingdong will make this arrangement, is not only Henan's carrying out a number of "national strategy" dividends, such as comprehensive economic experimentation area, free trade pilot zone, and National Central City, but also has the potential for a good "hub economy". At the same time, Henan's demographic dividend continues to pmit a steady growth in the scale of regional market sales.

"On the Jingdong business map, the sales volume of Henan District ranked the top ten in the country.

And this year, regional sales grew by 70% over the same period last year.

This is not only the upgrading of the strategy of regionalization, but also the dominant signal of the local consumer market from "air attack" to "ground attack".

From the content of "5. 18 celebrating" announced by Jingdong Henan branch, it has loaded the development elements of traditional entities, including regional commodity direct mining, special promotion activities, and even targeted attack on a certain city, commodity and user market in a province.

Ren Guang Le said that Jingdong's Provincial Development in Henan will achieve the priority landing qualification of many Jingdong strategies.

During this year, with the warehousing of Luoyang and Hebi, the efficient distribution of all cities in Henan will be realized.

Meanwhile, Jingdong's fresh bin in Zhengzhou has been put into operation this month.

When the electricity supplier starts the "ground attack", it means that the confrontation between the net company and the entity business enterprise has already opened up.

However, the entity business has long been aware of this, and now the pformation is in full swing.

This week, CB Richard Ellis released the global shopping center development report, which shows that China is still the most active market in the world, and the 5 million 750 thousand square meters of new year are once again the highest in the world.

8 of the world's ten largest investment core cities are in China.

Although Zhengzhou has not been selected as the top ten in the world, the busy tower has reflected the efficiency of investment.

According to statistics from the industry, in 2017, Zhengzhou planned to open up to 26 commercial bodies.

And forecast that there will be 13 commercial projects to be opened this year, which will add 520 thousand square meters to Zhengzhou's new commercial operation area.

In addition to Yufa's Jin Rong Yuet Hui City, the CityOn Hedi port under the Wangfujing and the Huasheng orlies under the city of Southern China, it has been officially operated, missing new markets such as Hon Hai, seahorse, Huaqiang, beautiful scenery, Vanke, Zheng Hong, Langyue and greenbelt.

520 thousand square meters, equivalent to 8 new Jin Bo big cities in Zhengzhou.

Data show that if the above items are successfully loaded, the total inventory of Zhengzhou commercial real estate will reach 2 million 100 thousand square meters, nearly double the scale of 3 years ago.

As a result, "2017 is the blowout year of Zhengzhou shopping center".

In addition to the bigger shopping center, the professional and vigorous convenience store is also a hot pet in the capital market this year.

On the 15 day, Gongyi Jin Hao Lai announced that it will increase the number of fresh food stores in the fresh and strong convenience store this year, and it expects that the Zhengzhou market will reach 20 in the year.

Another month last month, the "Ai convenience" announced that it won 200 million yuan B round of financing. After that, Yu announced that it was holding by Zhonghe group.

But in the May, Henan's retail investment was expanding rapidly and it was in line with tears.

I saw new people laughing and sniffing old people. The unprecedented shock of the market made the industry more sob.

Foreign-funded enterprises shake up and consolidate, catalyzing the upgrading of supply side of retailing industry.

This month's "bad news" makes Henan's retail industry full of anxiety and uneasiness.

In May 1st, Zhengzhou Baisheng Hui Long City store suddenly posted a notice of "suspension of business" outside the shop, saying it would terminate its operation after the end of May 31st.

Industry rumors, the store closed from the Parkson and the property side renewal negotiations failed.

In May 8th, Parkson China also made an official response, saying that the closure of the store was due to the natural termination of its lease and will reconsider the layout of the stores in the Zhengzhou market.

But this is the only store where Parkson stays in Henan.

"Tears in the Central Plains and whole body retreat" have become the fact that the foreign department store giants in the past and across China have to shoulder the burden.

A wave is not yet smooth.

In May 4th, WAL-MART also confirmed the rumors of a closed shop in the industry a month ago.

On that day, WAL-MART posted a "shutdown notice" at Zhengzhou's future road shop and University Road store, saying it would officially suspend operations on the 17 th of this month.

At this point, WAL-MART entered Henan for 10 years, leaving only 5 remaining stores in Henan.

"Two companies have almost the same fate in the same market."

Is it accidental or has its inevitable outcome?

Objectively speaking, contingency factors are even greater.

Unlike traditional manufacturing industries, the retailing industry, which is at the forefront of domestic economic openness, has quickly broken the vested interests and patterns of the market by the "new generation" of e-commerce.

As a result, the "supply side" reform tide swept across the whole industry, and the development of the industry continued to consolidate for 6 years.

During this period, the core costs of labor, property and drainage increased, and the intensity of market competition continued to rise. In the domestic retail industry, the retail industry was spawned by the first tier cities and continued to spread to the two or three tier cities.

It can be said that there is no "bottom up" to date.

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For example, WAL-MART closed two stores in Zhengzhou this month, but also shut down one store in Zhejiang Quzhou and Shandong Ji'nan.

This is the continuation of the company's "batch closing" operation since 2013.

"Retail companies shut down, and the number of suppliers and customers involved is enormous.

In addition to sudden capital chain breaks, most companies will have planned and step-by-step low-key processing.

Gu Chunqiang, chairman of Henan Feng Hui commercial real estate consultancy Co., Ltd. believes that Parkson and WAL-MART are both the top two retailers in the retail industry, but they are department stores and supermarkets.

In recent years, the number of closed stores in the two countries ranks the highest in the industry.

Therefore, it is not surprising that the same "tragedy" happens occasionally in a certain time and district.

Are there any necessary factors for the two encounters?

"If you don't lose money, you must keep the shop closed."

Regional executives of a large commercial state enterprise told reporters.

For example, Parkson has lost its confidence in the Mixc since it closed its shop in the Mixc less than a year ago.

Since 2016, there has been a high floor coverage rate at the Hui Long City store in Parkson.

It can also be said that since then, the store has entered the window of choice.

Looking back at WAL-MART, the "optimization" strategy of domestic stores in the past 3 years has spread to Henan deeply. However, we have a close look at its closed stores, most of which are in the most competitive areas of business.

Take the new closed shop in the future as an example. There are Carrefour, Denis and Yonghui 3 kilometers around.

"Before the emergence of the electricity supplier, the total consumption of the local market will be able to feed the shopping malls.

But today, when the electricity supplier takes away a considerable proportion of the customers, the survival predicament of "too many people is too small" is forcing colleagues to look forward to the withdrawal of their competitors, leaving room for survival.

This stems from the feeling of the head of a foreign supermarket development department.

In the final analysis, the tragic fate of Parkson and WAL-MART stems from the lack of competitiveness and differentiated characteristics in the highly competitive regional market.

But at the same time, it also benefited from the super national treatment of China's foreign investment in the early years, and the "cut meat" business invitation of the real estate developers.

It is not only Henan.

Those "urban soldiers" who do not have the support of headquarters goods, logistics and funds are still everywhere in the two or three line cities in China.

The sudden changes in consumption patterns and the wave of supply side reform have made it impossible for them to expect "Wang Shilai assistance".

There is no difference between the electricity supplier and the entity. The new retail competition is just beginning.

The electricity supplier accelerates the deep ploughing regional market, the substantial business enterprise large-scale format adjustment, all decided the competition between the two camps officially entered the "new retail" development cycle.

The concept of "new retail" was created by Ma Yun, chairman of Alibaba, last year's "double 11". It is also the N concept previously proposed by the Internet companies. It has the highest consensus in the entity business and business camp.

The reason is that the two camps understand that "no one can form a winner in the retail market in a single mode".

This is what Ma Yun said, "in the future, there can be no more pure electric business enterprises".

Popular solution to "new retail" is to "drive the network and connect the ground".

Online and offline dual platform hybrid development, supplemented by logistics, big data, Internet Finance and other infrastructure.

Behind this conceptual presentation, there are not only the efficiency and quality wars in infrastructure investment between the two camps of e-commerce and entities, such as network technology iteration, logistics, customer service and so on.

At the same time, it also reflects the full implementation of the "relocation" of China's retail industry, which is the main thread of the collective pformation and upgrading of the industry.

Why, in recent years, the two formats of domestic department stores and hypermarkets are in a bad fate in the retail market?

In a word, they are "outdated" and are replaced by more advanced forms of retailing and service.

Why can't the electricity supplier affect the shopping center and convenience store?

"It's not that they don't want to, but they can't do it in the short term."

Objectively speaking, the electricity supplier can not simply replace the public consumption experience needs with the timely consumption demand by the way of Internet sale.

If we can not sink the channels, they will never understand why Wang Xiaoer in Zhengzhou office in Jinshui District does not buy soy sauce on the Internet, or find a solution to let wang buy online soy sauce.

It is also necessary to see that after 8 years of strong invasion, more and more entity businesses have begun to touch the net, and even further strengthened the supply chain, format pformation and the introduction of third party services.

For example, Gongyi's Golden Delicious kitchen has its own APP terminal, and the "three hours" of the 1 party logistics is realized by means of the US and the hungry.

Moreover, through the direct exploitation of fresh fruits and vegetables and the development of their own brand goods, we have caught the rigid demand of the positioning crowd and evaded the competition of the red sea of "1000 stores and one side".

This is not an example.

Now in Zhengzhou, shopping centers that do not provide WiFi services or online navigation will be laughed at by consumers.

In addition to the normalization of brand, merchandise and theme activities, online shops, third party payment and online customer service are also available to cater for the dominant features such as fragmentation of market consumption, diversification of channels, and full service.

In a word, Henan's retailer's "cage changing bird" is the epitome of implementing the relocation strategy in the whole industry.

The era of opening the door is long past, and the new overlord of the industry that consumers will support will be the winner of "comprehensive service is king".

More interesting reports, please pay attention to the world clothing shoes and hats net.