A look at the different paths of retail trade O2O between China and America

Because of the difference of consumption behavior and shopping habit, the development path of O2O of retail industry in China and America is different, the O2O challenge of Chinese retailing industry is much bigger. So, what kind of path is more suitable for China's retail industry O2O development?

Sino-US differences

Although the Sino-US retail business development process and scale have a big gap, but in the electric business and mobile Internet degree is very close, such background makes the Chinese and American retail industry almost all toward O2O direction development. However, the paths between them are different.

American consumers Online shopping is the first factor is convenient, coupled with the United States, most of the brand is the construction of direct channel system, there is no large number of agents and distributors, so it is easier to do online with the same price.

The first factor in Chinese consumers ' online shopping is price. Because the domestic prevalence of distributors to expand the line below the channel, resulting in prices are not the same.

On the contrary, because the characteristics of the line so that the price of national reunification, such a background led to two problems: first, the customer's loyalty; the second is the online price synchronization problem.

As for the department store, the United States, Macy's 80%-Self, and China's general merchandise industry mainly associated with the association. They do not know what the brand is selling the specific goods, how much inventory, do not know what consumers want, and lack of category planning capabilities. Of course, more research shows that when the retail enterprises to achieve a certain degree of personalized marketing, user loyalty will continue to improve, and directly lead to the increase in sales, and the cost of acquiring new users will be reduced 25%~75%.

The research gives China's traditional retailing industry more enthusiasm and anticipation in the Internet, especially mobile internet marketing, and brings the business back online, which also makes the retail industry have more investment in the development of O2O.

Solving the challenges of Chinese style

Although a lot of consumers tend to physical stores than goods, online purchase, but a large proportion of shoppers to the next shopping channel choice is uncertain, that is, consumers will be in the full channel of free conversion. In addition, consumers are interested in personalized and innovative interaction with retailers.

Based on different consumer behavior and shopping habits, China's retail industry O2O challenge is obviously much larger than the United States, but the challenges and opportunities coexist, the following path may be suitable for the O2O development of Chinese enterprises:

Start from the core Advantage category to establish self-mining system, through the mature Electronic business platform---------------------------------------------------------------- Faster access to new sales growth through the web. At the same time, familiar with the consumer habits of online shopping, the offline retail business and online retail business relatively independent operation.

After the first phase of the work has yielded substantial and beneficial progress, the retailers have been adjusting the system to manage the brand of all the shops in the shop, and have a clear understanding of the way in which each brand is single and the sale of the data in all the shops in the system. If the supermarket is completely procurement system, then accelerate the docking with the electrical business system, all data collected into the background of the ERP system, from the commodity and financial two dimensions to achieve management.

The third stage began to build an independent platform for the client to form a full channel layout, while speeding up the development of mobile terminals and the construction of mobile power channels, including micro-letter "micro shopping".

Phase IV is through the mobile end of the product and mobile operators to start in lbs (Location information services), inventory and order multi-screen synchronization, the diversification of payment methods (online, cod, to shop for the payment), online under the online member information synchronization line under the combination of the way development.

Through these four stages, China's retail industry in the development of O2O may be more rapid and stable some, out of a different O2O road with Europe and the United States, so in the world's retail competition to obtain a relatively competitive advantage!