The dealer challenges the shop, who will be the winner?

Key Words Business pattern competition

Host

Sun

Dialogue guests

Municipal CPPCC member, deputy Director of Dalian Service Committee

Chen Xiang

CPPCC member, chairman of Dalian sang Fu LAN Industrial Co., Ltd.

Ching

CPPCC member, vice president of Zhangzidao Island Group Co., Ltd.

Cai Jianjun

Photographer Zeng Zhi

Core Tips

Along with Taobao as the representative of the network sales platform at the end of last year set off a wave of high wave of the electric business War, China's e-commerce sweeping wave seems to be coming. 2012-year double 11 Taobao day sales of 19.1 billion yuan, the end of the November two platform sales breakthrough 1 trillion yuan in the crazy figure behind the industry on the future of E-commerce and traditional business judgments overwhelming. And Wang and Ma Yun Two of the 2020 business structure of the gambling, it is clear that e-commerce and traditional business to the forefront of the dispute.

In the two sessions of the scene, this can be called "the most fashionable" topic has also sparked a hot debate inside and outside the field.

The future pattern of electric quotient and store business

Moderator: Electronic commerce in the past two years, the recent 2012, a number of sales figures are more than 2011 formed a burst of growth. In this regard, many people think that the traditional business has been close to the end, but also Wang and Ma Yun's ten years after the electronic commerce can completely surpass the traditional business proposition made a big gamble. How do you think about the future of the electric business and traditional commerce?

Chen Xiang In fact, I think that our judgment of the development situation of electronic commerce, can not simply look at a stage of data, but should be combined with its rise, the development of the various stages of comprehensive consideration. To illustrate this issue, I would like to cite an example.

At the end of last century, when the new business model of large supermarkets began to enter China aggressively, it was very rapid in the first few years. Here I would like to point out that at that time, large supermarkets in foreign countries are based on the consumption of convenience to meet the needs of residents to meet the need for one-time convenience to develop. At home, when large supermarkets enter China, China's convenience store consumption development is not perfect, large supermarkets have obtained a huge development opportunity, in the first few years, completed in the domestic multi-regional, large-scale layout, for a time, domestic business also think is "Wolf", insecure. But now it seems that the original flood-like trend of the crazy expansion has receded, large supermarkets are also beginning to enter the stage of steady development. Now the development of electronic commerce is also such a situation. As a new way of consumption, with the rapid development of electronic information technology, especially in the face of domestic huge consumer population, the development of space is indeed very large, the growth rate will be very fast. But I personally think that the overall retail market in the proportion of the share, not too much. After years of development abroad, e-commerce has now formed a stable market, and the domestic management, service is not standardized in the case, in a certain period of time there will be a lot of development space, but the impact on the real business may not be like some people think so pessimistic, there is no one who ate the proposition.

Cai Jianjun E-commerce as a new business model, both technically and the business chain is relatively mature. 2012-year Double 11 of the Taobao sales war is very clear nearly 20 billion of the daily sales have been able to explain the problem. It should be admitted that for terminal sales, the growth of E-commerce is a more obvious trend.

Despite the rapid development of E-commerce, it is not possible to replace the traditional commercial carrier. Traditional department stores still exist. And the current E-commerce to win a larger market, the biggest problem is that the current network sales behavior is not standardized, control means of technology lag behind, which caused this platform fake flooding. And for the traditional channel business, this ability to learn the truth will be far beyond.

What else can traditional business do?

Moderator: 2012-year double 11 Taobao day sales of 19.1 billion yuan, the end of the November two platform sales breakthrough 1 trillion yuan, in the face of the menacing e-commerce, traditional business can have what to do?

Chen Xiang In fact, I believe that the physical business has shop advantages, purchase and sale channel advantages, they do e-commerce may have a better advantage. And now do E-commerce, most people are not doing retail. The future market, must belong to those who better understand the consumer market, more understanding of consumer psychology of professional enterprises.

In this judgment, the traditional business is actually available. Chinese people are accustomed to "shopping malls", this "stroll" word, very accurately reflects the traditional business of leisure, entertainment and other consumer demand satisfaction. This is the Chinese traditional shopping habits, may not change for a long time, and will be more and more by the physical business amplification and inheritance. We also see that a lot of traditional department stores are already doing some business adjustment, including increasing experiential consumption, introducing catering and entertainment items, improving consumption convenience and so on.

Ching from the analysis of the future market, the real store will exist, this existence is a historical heritage. Online sales, and Shoppingmall sales is a challenge to the traditional department store industry, the original channel is mainly to department stores, supermarkets, the future I think the traditional channels of department stores, Shoppingmall and online sales will each occupy One-third of the market share. In the process of continuous transformation and change, these several patterns now need to explore some new laws that conform to the development. In the past, the successful experience of the department stores is not applicable, these are the problems worth discussing. At present, the Shoppingmall customers, the positioning level are different, the traditional commercial future selling point may be the family consumption, experience consumption focus on the promotion.

How to deal with enterprises

The Battle of this pattern

Moderator: believe that every enterprise is aware of E-commerce and traditional business future sales pattern will be changed, how do you see this problem? How will companies respond?

Cai Jianjun for Zhangzidao Island, the process of market transformation, from the original "Resources + Market", to the current "market + resources", the market-oriented business compatibility model has begun to establish. We have divided the sales into two levels offline and online. The offline way through the direct battalion and the dealer model has done well. Online has begun to improve Terminal Services through E-commerce to customers, especially end-users. In the same quality situation, improve delivery to the door service, solve the problem of product fidelity, the use of this modern means, to reduce the entire supply chain costs, the advantages of low-cost delivery to the end customers. At the same time, with the help of information technology, Zhangzidao Island tries to establish a friendly online information interaction with the clients through the information method.

Online sales for fresh aquatic products, distribution is a bigger problem. Zhangzidao Island Live Fresh goods online sales industry by the way of order. Our distribution network all over the country, distribution base all over the domestic distribution point, at present we designed more than 10 points can be shipped at the same time, to solve the problem of product freshness. In addition, Zhangzidao Island group is fully developing room temperature products to avoid the problem of poor logistics caused by the decline in product quality. In the frozen products channel, because the domestic overall frozen goods logistics system is not perfect, we are building their own cold chain logistics channels.

Ching at present we have begun to explore the network sales. Just a year, the growth is very fast, but the base is still relatively low. Now it seems that the network sales need enterprises have a very strong comprehensive strength, the need to have a set of network sales operation mode, the current Mulberry Fu Orchid model is gradually becoming mature. The network sales development speed is too fast, the enterprise exploration ability, adapts the market change the ability, the innovation consciousness is facing the challenge.

In addition, physical store sales are still we will not give up. At present we are making some adjustments, will be more attention to the large shoppingmall. From the product point of view, Sang-Lan is doing a long brand operation, including brand differentiation, to deal with market changes. Now, with the rise of land prices in major cities, some large shoppingmall rents are very expensive, which for many enterprises, the pressure is very big. But I think that with the impact of network sales, the future of real-store rental prices will have a market balance. How to achieve the network sales and traditional business docking, I think we such enterprises will continue to make some new attempts.