Three lines under the line of integration must break the threshold

The Ministry of Commerce recently released the "Twelve-Five" period to promote the development of the retail industry guidance, said to encourage large retail enterprises to open online shopping malls, the most user-scale and consumer-based retail business opportunities. Following that, department stores, supermarket chains, building materials, brand catering and many other enterprises began to "electric business" from the previous plan into strategic deployment, from the preparation of development to accelerate the completion of the "Electricity quotient" has become the 2012 years investors are the most concerned about the object. However, the electric business is not new and immature industry, how to avoid the traditional retail industry is only "in the fun" of embarrassment, or a difficult move.

Traditional retail industry "net" more and more lively

If the 2011 is a group buying year, then 2012 may be the electric business year. This is not just because of the new policy of the Ministry of Commerce, in fact, many years ago, a lot of power shopping malls have broken into the field of electricity to deploy, now there are policy-driven will accelerate the inevitable, and promote the prosperity of the electricity business.

2009, Suning Appliance (002024, stock bar) online Mall "Suning easy to buy" on-line operation, followed by Suning easy to buy, Gome 2010 through the acquisition of Bowser network into the field of electricity, line on the next two-platform synchronous operation. Combined with the advantages of traditional physical stores, suning and Gome become the model of "net" of traditional retailers ' transformation. 2011, according to the release of the report, Suning sales nearly 5.9 billion yuan, among the independent sales of Enterprises 2nd, Gome Bowser net annual sales of nearly 2.2 billion yuan.

Clothing department Store is the main force to enter the electricity business. It is understood that the United States costumes (002269, stock bar) Independent on-line "The state buys the net", becomes the traditional clothing net forerunner, the Silver Thai department store August 2010 on-line Silver Thai NET, on the line initial stage realized the monthly sales 50 million; In addition, more and more department stores are trying to "net" Wuhan World Trade Plaza, Wuhan Chinese Business ( 000785, shares bar), Guangzhou wangfujing (600859, shares bar), Guang Hundred shares (002187, shares bar), Tianhe City Department store.

More people in the retail industry have expressed a preference for the electricity dealers. Fojiand Shopping Plaza General manager Lin Zongjie said, online shopping market development space attractive, the industry is obvious to this. It is reported that the company planned to open an online shopping mall 4 years ago. Wing FAI Group Vice President Honghai recently in the local media, "Fuzhou Evening News" interview also said: "Shop is certainly the development of the retail industry a major trend, will also be the traditional retail enterprises important profit growth point." "It is revealed that wing FAI also plans to open online shopping malls, and eventually developed into line under the dual mechanism of the operation of modern retail enterprises."

Insiders believe that the traditional department stores to enter the power of the obvious advantages, on the one hand, supplier resources, on the other hand has accumulated many years of brand advantage and retail management experience. It is also understood that China's online shopping users have reached 180 million, and with the Ministry of Commerce to encourage the introduction of policies, can be foreseen, the traditional retail industry into the field of electricity will be more and more lively.

The development of retail industry "electric trader" faces three barriers

The prospect of electric business is tempting. According to the latest statistics, the Chinese online shopping market in 2011 amounted to 773.56 billion yuan, accounting for 4.3% of the total retail sales of consumer goods, and maintain a rapid growth trend. It is the attractive market of the fast development of the net purchase, the traditional retailing industry is impacted by the network, choose to enter the electric business, have the strategic consideration, also have the sense of urgency of the time request transformation. The network and the entity have the conflict of innovation and tradition, the retail industry must do well "the electricity merchant", also will face many kinds of challenges.

First of all, the online mall business model faces challenges. It is reported that the department stores open a lot of shops just play to show the role of goods, no sentiment and no results. The reason, it is very important to not find the appropriate business model, many department stores online still apply offline pool mode, no popularity, brand traders do not want to enter. Improper network management model reflects the traditional retail industry in the field of professional talent shortage and inexperienced short board. China Merchants Circulation Productivity Promotion Center department store analyst Liang said, the electric business profit model is completely different from the entity shop, especially suitable for the network sale Commodity category choice, the logistics distribution, the network marketing and so on aspect, the specialized is very strong, but the present department store enterprise lacks such talented person.

Secondly, facing the pressure of logistics distribution. In the key resources of commodity supply, after-sale service and information system, the biggest challenge of traditional retailing industry is undoubtedly the problem of logistics distribution ability. In the traditional online business model, does not involve the logistics and distribution of business, so the traditional retail industry to carry out online shopping, the need to reconstruct the logistics distribution network system, this is not only the cost of investment, but also the test of ability.

Third, face the plight of market size. For more and more lively E-commerce, Beijing Electronic Commerce Association Secretary-General Linya that, with the depth of specialization, e-commerce companies will face the development of a dilemma, that is the market size. On the one hand is the pressure of competition, on the other hand is the demand of profit margin. It is reported that "sell electrical" of Jingdong, "sell the book" When, "sell clothes" where the customer prudential products, in the eyes of consumers have a unique label of the electric dealers, have dabbled in other categories of goods, the purpose is to break through the plight of market size.

Innovation transformation can be online under the development of a win

In the current field of E-business, has occupied half of the market, in the leading advantage of the Taobao, Jingdong Mall, but also has made a certain strength and the foundation of the scale of the Amazon, Dangdang, Xun nets, wheat nets, red children and so on, more is still in the exploration, breakthrough in all walks of life involved in the electrical business enterprises. Traditional retail business has become a trend, competition and risk can be imagined, how to "net" success, perhaps combined with their own advantages of innovation is the way out.

It is reported that the broad hundred shares in the end of last year set up a network to develop electric dealers, the implementation of the series is different from the real store operations, such as first the independent operation of the company, a set of independent entity shop operating structure, followed by the introduction of more suitable for the online purchase of the young fashion brand; third, the use of network marketing methods, such as local customers during the Spring Festival shopping enjoy free shipping services. To sum up, it can be said that the shares of the electric dealers have been "getting started."

In fact, "Getting Started" electric business, each enterprise may have its own positioning choice, such as relying on Taobao, outsourcing or self-built platform. In the operating mode, the retail industry can also have the choice of innovative mode, for example, not to build their own department stores online shopping platform, but the Federation of local department stores to build a nationwide user-oriented electric business platform, online shopping platform and physical store is not separate marketing, but points can be shared, coupons and shopping cards can participate in the online purchase, so as to promote mutual popularity.

The electric business is not new thing also is not mature industry, the competition is intense, the market space is also very big. Senior Electric business manager, E home CMO Xu Red think, must clearly recognize that wading electricity market is not easy, at present for the vast majority of traditional enterprises, electronics and business can only be two to choose one of the problems. Thus, the traditional retail industry "net" into the electric business, in addition to a few of the barriers to face, but also need to make a fuss over the transformation of innovation, after all, to clone others successful model to defeat others is a risky behavior, the risk of failure ten.