Traditional retail industry collective counterattack electricity dealer

In the United States TOP10 Electric business enterprises, in addition to Amazon and Eaby, almost all of the traditional retail enterprises operating the Electronic business site. This is because the traditional retail enterprises in the United States of the system and it technology more developed, the transition to business e-commerce more logical

"Full 99 yuan minus 60 Yuan", "clothing brand 50 percent caps" ...

New Year's Day holiday, Beijing's major business circles under the line of retailers have played a tempting discount intensity, hope that through this small long holiday will consumers pull back, to consolidate the end of the shopping malls in the home status.

In addition to the use of large promotions to hold their own position, offline retailers also take the initiative, "net" to speed up the layout of online channels, to the electric dealer's "home" to rob users. A war between electricity dealers and traditional retailing is underway in 2013.

Offline counterattack

Faced with the pressure of electric dealers, traditional retailers began to act in a large scale.

Perhaps the headquarters of the same in Hangzhou, influenced by Alibaba, Yintai department store is the first e-commerce offline retailer, Silver Thai network as early as October 2010 has been on-line, operating merchandise including clothing, bags, shoes and hats, accessories, cosmetics, jewelry, luxury goods, more than 400 brands, more than 100,000 pieces of goods, And share the vendor resources of its parent company.

In the past two years, in the face of the pressure of the electric dealer, the traditional retailer began to act in a large scale.

Wangfujing (600859, shares bar) department store announced in August 2011 to invest billions of dollars into the electricity business channels, October 2012 released a message that the electric business will not be late in the end of the line. In this year, Wangfujing Online mall has high-profile in the microblog recruitment of buyers, technology and after-sale personnel, there are hundreds of people.

Coincidentally, December 18, 2012, Shanghai Xujiahui (002561, share bar) business district, its independent consumer website Xujiahui Mall officially on-line operation, mall positioning for high-end fashion integrated category Network mall.

In addition to department stores, the traditional home stores have net, following the Red star of the United States, Kai-Lung, recently, incredibly home also confirmed in 2013 on the line on the online mall, the road to open the electric business.

This year, the new World department stores, Parkson and other foreign retail giants have aggressively entered the online channel. The most high-profile is probably the Wanda Group. Wanda Group's chairman Wang even with Ma Yun set the billion Yuan Gamble, "2020, if the electricity business in China's retail market share accounted for 50%, I give Ma Yun a billion." If not, he will return me a billion. ”

User Scramble

Can not helplessly watch the user is pulled away by the electric dealer is almost all traditional retailers consensus, the most direct means is a discount, the user to rob back.

Shop assistant Liu has taken out a few pairs of high heels, customers try not to buy, but whispered and around the boyfriend said, online similar products, the price is cheaper.

This is the scene of a shoe brand shop in the Cui Wei Plaza in Beijing. It is understood that there are many customers just try not to buy, before, the clerk was asked by the customer online a product, will inform customers online products do not guarantee authentic. But at present, the shoe brand in many electric power channels are authorized to sell.

Electric Business analyst Li Chengdong pointed out, the user line tries not to buy the reason is below the line channel's increase rate is too high, the line channel's low price causes the user to form the comparison the custom.

On the one hand, the low price on the line is because the price is not high, on the other hand, because the online dealers in order to compete for users to fight prices, and the line of advertising spread across the full coverage of the form of the user's attention. "Online cheaper than offline" has become a deep-rooted concept of users. As a result, offline users are continuously attracted to the line. Taobao 2012 years to create 19.1 billion of the sales is the best evidence.

First-tier cities, mainstream users are attracted by the price of the transfer, while in the two or three-tier cities, a large number of users choose to buy online is not only because of cheap, but to enrich the online channel to bring them the same as the big city consumption choices.

2012 years after the 11 after more than 10 days, Beijing New World department store will directly to the electric dealer, played "60 hours do not close" promotion, created 300 million yuan performance. At the end of the year, all department stores started their year-end promotions ahead of schedule.

But the traditional retailing industry under the aggressive offensive of the electric trader, appears some powerless. Data statistics, 2012 years ago three quarter, the commercial retail industry to achieve a total operating income of 487.074 billion yuan, a year-on-year growth of 13.12%, the growth rate was nearly 11% compared with the same period last year, to achieve a net profit of 13.483 billion yuan, down 15.39%.

Decisive battle Supply Chain

"Wangfujing department stores in Beijing set up a group of procurement centers, the National brand for unified procurement, the offline brand resources to share online." "Wangfujing department store group vice President Zhou Qing said. It is understood that Wangfujing online mall business model for self-mining + offline goods online proprietary + pool, and rely on the procurement department, through the "buy hands" to complete the supply of goods.

and Shanghai Xujiahui Mall, integration of domestic and foreign Chiu Yujia first-line brands, of which about 85% of the traditional well-known brands have never dabbled in the field of E-commerce. Xujiahui Mall is not the online channel defined in the simple retail platform, but hope to get through the online and offline to achieve O2O marketing model.

It can be seen from the online strategy of Wangfujing department store and Xujiahui Mall that traditional retailer NET is taking full advantage of its supply chain. This is probably the most powerful killer in comparison to the electric business.

In the United States TOP10 Electric business enterprises, in addition to Amazon and Eaby, almost all of the traditional retail enterprises operating the Electronic business site. This is because the traditional retail enterprises in the United States of the system and it technology more developed, the transition to business e-commerce more logical.

But in China, the situation is vastly different. T0P10 Electric Business Enterprise, the mainstream electric business enterprise all is the pure electricity merchant, relies on the capital the strength to enlarge the scale. However, these electric business enterprises in the development, also suffered from congenitally deficient, that is, the lack of supplier resources, brand recognition degree is not enough. Therefore, the first supplier of pure electricity business partners are often brand agents or distributors, it is difficult to reach direct cooperation with the brand.

Shanxin, deputy general manager of Silver Thai network, said that many large brands of electric business channels are not cold, but with the Silver Thai network to cooperate, is because the Silver Thai network backed by the Yintai group. In Europe Shu Dan Line brochure, clearly marked "online purchase please to Silver Thai net" words. With the increasing importance of brand business to electronic commerce, the net advantage of traditional retailers will become more and more obvious.

However, the light has the background of the supply chain advantage is not enough, the Electronic Business enterprise front-end Internet operating experience is also critical. While the traditional retailer complements the operation course, the electric business enterprise also grows rapidly in the supply chain.

In the 2013, the war between traditional retail and electric dealers was just beginning.