Big run hair also want to do electricity quotient, uncover secret cards

"Billion Power network News" "No!" Now just hear the offline store to do a comprehensive electric platform, almost everyone in the bottom of my heart is these two words. There are Gome, Suning, Wanda and other traditional stores to explore trial and error, the big run back is bold to shout out their own electrical business goals: five years to do a comprehensive platform of electric dealers first three.

In the days of the cat, Jing Dong, the only goods will be such as large electric platform partition finished today, this slogan is like Air cannon. Why do you want to do a comprehensive electric business platform? What makes you the top three? Why not enter from a new entry? Billion power network asked the big run hair chairman Huangminggao end, but he said not too early on the cards, or be opponents see too clear.

Until recently, the big run hair of the electric business Platform Flying cattle network 7 executives to debut, with billion power network to chat about the latest progress and future planning of the Flying cattle network, from what has been done and is about to do, to spy out the essence of the big run Power Generation: Channel sinking, in the new round of O2O race in the scramble for cakes.

Big city: Community Shop + flying cattle Net

As the one or two-line city users have basically been divided up by the integrated electric business platform, want to be among the top three, must have a fatal appeal.

To today's electric business environment, simple than the price, big run hair do not know how much money to throw out a pit. Therefore, the big run hair and did not choose Suning easy to buy a fledgling price war, but first from Shanghai, Jiangsu, Zhejiang and Anhui as a pilot, to the consumer's residential community infiltration.

This June, the Flying cattle network officially announced exerting force O2O, in Shanghai to Xi-many convenience stores for the pilot, the equivalent of the online shop to the consumer's doorstep. In the Xisto store available computers to complete the order, you can also allow the collection of parcels, and can choose to pay the goods. In addition, we also provide 24 hours, 365 days without time limit orders, shopping advisory services. Thus, some people who do not surf the internet, do not have network equipment, there are some inconvenient to receive goods home or the company's people, in the Sheraton shopping experience Pavilion can solve all the problems.

Flying Cattle Network Business Development Department and Logistics Distribution department general manager, Big run Hair O2O project head Shambin told billion power network, and Shun Fung Hey shop, such as emerging electric business community shop compared to the big run hair O2O the strongest advantage is its strong supply chain, commodity turnover speed, and cheaper. It is said that in the first two years, a large comprehensive electric dealer in Shanghai was purchased from a store in the big run. At present, the Flying cattle network basically covers the 120,000 SKU (except fresh raw), and is doing commodity differentiation, such as the addition of Taiwanese food, fresh category is also groping.

Big run hair do O2O Another advantage is still, big run hair and Xisto belong to the same mother company, both in the way of cooperation can be unlimited depth. Flying Cattle Network and the cooperation of the joy is only a pilot, the future in the suburbs of big cities, such as the distance from the shopping center of the University City, will also find retail stores to cooperate, the experience of the museum moved to the nearest consumer place.

In order to enhance the penetration of the last kilometer, and Beijing east, 1th stores, such as self-built logistics and distribution similar, RT-Benniu has built a logistics and distribution team "Fly", there are currently fifty or sixty people, only to support the distribution of eight districts in Shanghai, other areas with Third-party logistics. "In the future with the increase in business, RT-Fat will expand the logistics team, and support the electricity distribution." Shambin said that in the future, which area of business enough to support the establishment of distribution points, allowing the region's distribution staff recruit younger brother to expand the team.

"Fly Benniu early also responsible for promotion, Shanghai has door-to-door to 110,000 residents send gifts package, the 110,000 people, probably have 30%~40% to register, more than 10% people purchase, plan to spend 1 years to sweep the Shanghai residential buildings." "Although the consumers of the first-tier cities can hardly see the advertisements of RT-Shambin, they occasionally see a parcel of flying cattle nets next to the garbage bins in the community," he said.

Three or four line cities and rural areas: Service outlets + small stores + wholesale

When the company entered the mainland from Taiwan, Carrefour and Wal-Mart had taken the initiative, and the play was to surround a first-tier city from the two or three-line city. This time the electricity business dispute, first from the competitor weak area to start, is also the big run sends the O2O one step key chess.

"Big electric dealers and big Ultra in the three or four-line city penetration rate is not strong, now who first channel sinks who takes the initiative." Shambin says the O2O war is just beginning in the three or four-line city and the countryside.

Billion power network to understand that the 2013 RT-Mart has 268 stores, covering the mainstream of domestic retail shopping malls, and even has been deep into the Jiangxi province Jiujiang such a three-tier city. Big run hair and fly cattle nets want to go deep into the three or four line and rural market, is bound to use the resources below the store.

2013 RT-Run has 268 stores, turnover of about 80 billion yuan, on the map of the physical shop in Jiangsu province distribution map

According to Shambin, RT-run in the second-tier city of O2O implementation is divided into two steps: When the order quantity is not big enough, the density is not high, the store serves as the flying cattle net in the local storehouse, when the order quantity increases to a certain degree again builds the storehouse, and in the provincial capital city for example Nanchang builds the distribution troop, but in Jiangxi province other places will adopt the third party logistics.

And in the three or four-line city, the RT-run reimbursement tries to build a small area of the offline shop. For example, in a county opened a 80 square meters, there are one thousand or two thousand of small stores of goods, consumers can buy through the small stores of the computer network 200,000 of the product of cattle. "Jiangsu Nantong has opened such a small store, carrying the function and the Shanghai hi-City shopping experience pavilion similar." Shambin said, the mode under the big run hair line also innovates unceasingly.

And in areas with insufficient population density and rural areas, great run hair of the network shopping experience is not necessarily to direct shop, the form of cooperation can be diversified. For example, in Nantong has begun to cooperate with the Postal Service Hall, the future will also be with the telecommunications, banking business Hall to cooperate, these online shopping experience as long as can bear the above and the cooperation of all or part of the function on the line.

In addition to the face of consumers do retail, RT-O2O also involved in the wholesale business, the interior is called "Supply chain output." In the three or four-line city, the market is not rich enough supply of goods, small shops limited by the financial resources, orders, such as less restrictions on the purchase amount, you can use the internal system of large-run hair purchase. For example, a town of a clothing store, customers want a pair of Nike shoes, they do not have the goods and guests can explain tomorrow can be transferred to the arrival, and then in the big run system backstage order can be made this business.

"For the store, there is no cost, for example, I have 20,000 items, he can pick 500 items to sell, have customers come to me here to order, after the arrival of customer dissatisfaction can also be returned." Shambin said that the RT-run system will give the merchant an entrance, the merchant can see in the system the quantity and price of all the goods, and then can set their own prices and invoicing to consumers.

Billion power network from flying cattle to learn from the network, starting the Electricity business platform August sales of more than 20 million yuan, customer unit price of about 150 yuan. And the above "supply chain output" system main structure has been completed, October will face the market promotion.

Everybody's playing a channel sink contest

Billion power network according to the description outlined the big run hair O2O line map

One or two line City FMCG retail channels are relatively mature: consumers can buy online, can also go directly to Ultra, but also to the street shop. With the line under the integration of the trend is more and more obvious, the first-tier cities are forming "super Shop + Community Shop + Shop (PC Mobile) + Logistics distribution Network" of the entire channel retail structure.

Because of this, to the days of the cat, Jingdong, Amazon as the representative of the electric dealers, in the first-tier cities to compete with the convenience store cooperation, but basically also around the collection and the business, binding on the last kilometer of the distribution link, can provide value-added services are limited. And with the traditional retail of RT-fat, and the cooperation model more emphasis on virtual display and experience, using the Internet for the offline store to provide more SKUs, and eventually gradually towards the platform. But judging from the actual effect, this new model has not hit the consumer's pain point, still lacks the passenger flow and the actual transformation.

And in the three or four-line city, large business is in the ascendant, retailers and brand-dealer channels will be facing the market is a blue ocean. In this respect, the days of the cat, Jingdong, Shun Fung and so on have begun to "go to the Countryside" layout: In the first half of 2014, the Beijing-East self-distribution system has covered 60% counties and more than 75% cities nationwide, claiming that 15 cities in the country with about 10,000 convenience stores to cooperate. Cat on the one hand expand the day Cat community service outlets, from the original chain expansion to the charging mode, on the other hand with the use of rookie network and China postal cooperation into thousand township million town.

Compared with the pure electric business platform, the traditional enterprise has more penetrating power under the line channel. For example, Haier Mall, its logistics and distribution coverage of more than 2,500 counties, the channel sank to do a good job, online mall nearly half of the orders from the three or four-line city. For the RT-run, one is scattered around the stores, the second is because of the advanced stores to better understand the local market. "Offline Shop is easier to get the trust of the three or four-line city residents, flying cattle network promotional ads also followed by the three or four-line city." In addition, the store also play the nearest transfer function, definitely more than Jingdong warehouse came fast. "Shambin said, and Beijing east since the construction of logistics distribution team, large run-hair channel sinking encountered less resistance."

It is reported that the flying cattle network will be extended from east China to the country. Huangmingtong told billion power network, big run hair director are very supportive of the implementation of O2O,2013 year has invested 100 million yuan, and recently agreed to increase the capital 500 million yuan.

"The three or four-line city is the first to solve the problem of Jinguu and logistics, who can send goods to, who can pay the goods, who will first occupy the market." "In view of the current channel sink stay at the marketing level, a three or four-line retailer told billion power network, three or four lines of urban orders scattered and different places, each platform must learn to find partners to play force." At present, each platform sink is to solve the problem of payment and distribution, the key is to see who runs faster, and better understand the local market.