Traditional retail Enterprise net market share is still less than 1%

Shop real-name, industrial and commercial registration and other online shops open the new deal, in the promotion of e-commerce industry reshuffle, but also objectively, for the entity retail Enterprises exerting force on the online platform to create opportunities for opportunity. According to the latest statistics from China Chain Management Association, as of May this year, the 09 chain Hundred Enterprises have 31 launched the online retail business services. However, the traditional retail enterprises in the development of Network mall is still powerless, and its overall sales in the domestic market for less than a small 1%.

The traditional merchant's online platform is relatively backward

Compared with the traditional retail enterprise's online shopping mall and the new consumer website found that in terms of commodity types and prices, the traditional enterprise's online business needs to be improved.

To Xidan Market Xidan Igo5, for example, the price of its cosmetics and the same as the real store, while in the Specialized cosmetics website Strawberry Online, cosmetics prices generally have 10% discount, the lowest to Half-price, and brand and category than Xidan Igo5 rich.

Similarly, the reporter picked a samsung 32-inch High-definition LCD TV contrast price, Gome online mall price of 3199 yuan/Taiwan, Suning easy to buy the price of 3049 yuan/Taiwan, and Jingdong Mall's price is only 2699 yuan/Taiwan, compared to the two major home appliances chain stores online mall price is lower than 500 yuan and 350 yuan respectively.

China Chain Management Association Responsible person said, even if traditional retailers have good supplier resources, sales base, but traditional enterprises may not be taken for granted. Network retailing in satisfying the personalized demand of consumers, the way of thinking has already been divorced from the traditional retailer's limited shelf space, which is difficult for traditional retailers to adjust over the short term.

New rules bring net opportunities for traditional businesses

July 1, the State Administration for Industry and Commerce promulgated the "Network of commodity Transactions and Related Services Act management interim measures" formally implemented, online transactions ushered in the industry-wide supervision, and the new rules of business registration requirements allow many individual network operators smell the atmosphere of taxation. At the same time, the traditional retail enterprises to accelerate the construction of the online platform with the advent of the spring.

In the industry's view, the traditional retail enterprises after years of operation, has established a relatively stable supply channels, which means that there are already large sales of traditional retailers, can get lower prices. At the same time, the traditional retail enterprises more perfect logistics system can be combined with the store network, these advantages are currently not available to enterprises.

Statistics show that as of May 2010, the chain Hundred in Suning, Gome, Auchan, Cui Wei Mansion and other 31 retail enterprises have opened the online mall. However, the online shopping malls of these traditional retailers are difficult to compare with the influence of their physical stores.

Zhang Yanping, a consultancy analyst, said the Ministry of Commerce's "guidance on promoting the healthy development of online shopping" has explicitly mentioned that it encourages circulation and service companies to develop network sales and encourages online interaction. However, in the 2009 domestic network shopping 248.3 billion yuan sales scale, traditional retail enterprises online sales accounted for less than 1%.

Online shopping platform is a luxury not a fashion product

From the United States market, the top Ten Network retail companies, there are half is the entity chain operators of the business of the website. In the 2010 UK online retail business, according to the number of visits ranked among the top 10 companies, there are also 6 open physical stores. The market share of online business of foreign retail enterprises shows that traditional retailers, although they start later than pure network retail enterprises, can quickly occupy the consumer market by virtue of their brand and resource advantages.

China Chain Management Association Responsible person said, "net" traditional retail enterprises should realize that, although the network retail development is fast, but it is not possible to replace the physical store, online shopping sales in a short period of time can not exceed the physical retail. "Online shopping is not a fashion product, but a luxury, it needs a lot of input." ”

Generally speaking, if we want to build a nationwide, to achieve billion sales scale of the network retail business, the initial input should be more than 30 million yuan. If the money is invested in a store, it is likely to be profitable in three years, but it is only the beginning if it is invested in the online shopping business.

China Chain Management Association suggested that the traditional retail enterprises "net" to play the advantages of online and offline combination, through multi-channel marketing to improve the overall sales of enterprises.