Can the electric business rush burn?

With the end of the year-end consumption season, the electric dealers launched a new wave of traditional retail impact: "Double 11" war smoke did not disperse, "double 12" has been launched. Why is it so white-hot this year for the commercial business of the electric dealer and the traditional retailing industry? Who will be the winner? This issue of "wealth View" invited the Chinese Academy of Sciences Graduate School professor Lvben, famous financial commentator Ge, Peking University Guanghua School of Management deputy Director Sumeng common comment.

Q

1 Why has the electric business war been white-hot this year?

Journalist: What is the reason for the explosive growth in the total amount of electricity dealers ' transactions in recent years? What is the direction of future development of electric business?

Lvben: The industrial chain of the electric business is extending, and the traditional industry has entered the ranks of the electric dealers. Now China can row up the electric business platform, the Cat, Beijing East, Suning easy to buy, Gome, plus shop number 1th, plus the traditional when, excellent Amazon, there are about seven electric business platform.

In addition to these seven platforms, there are extensions on the basis of the electric business platform, including category expansion. In the past, electric dealers can only sell 3C products online, and later found that selling clothing is also very convenient, and then found that selling cosmetics, even jewelry is no problem. Now the fourth category, also extended to casual food, such as office women love to eat popcorn and so on, these are very good online shopping. With the expansion of category, online shopping in the total amount of social retail merchandise share is gradually increasing, the total amount of electricity dealers in the outbreak is inevitable.

GE: 2001 E-commerce transactions amounted to 600 million yuan, 10 years later, last year reached more than 700 billion, this year Taobao family on the trillion. Why do we grow at double speed every year? On the one hand, we are constantly trying, including business model, product category, etc. In fact, it seems that this consideration is not necessary, because the traditional industry can do, the electrical business can do, the traditional industry can not do, the electrical business can also do. This change of understanding led to the rapid growth of e-commerce, traditional business is now no way to hesitate, such as Suning, Gome and other large commercial enterprises have almost entered the field of E-commerce.

Q

2 How does the electric business model change the traditional retailing industry?

Reporter: Under the impact of the electricity quotient, how does the traditional department store retail trade improve the product differentiation, transformation to enhance own management ability?

GE: Compared with other traditional commercial patterns, the department store industry may be hit hardest. In the past few years, the traditional retailing industry has undergone some changes, for example, the original food and commodity this part was replaced by supermarkets, and then the electrical appliances this part by the Gome, Su Ning such a chain of household electrical appliances enterprises replaced, and finally the main remaining some clothing and some high-end luxury goods in the department store to sell, but now encounter the electric business such a shock. Now the whole traditional retail industry, the sense of crisis are very strong, so they are also continuously improve the business level, quality of service and so on. But in terms of practice, the traditional department store model, now from the world, is entering a stage of decline and adjustment.

Lvben: Department stores must be transformed into integrated business, now the representative is the big Yue City and the Blue Harbor pattern, the big Yue City has the movie, the food and clothing live the row, the social leisure, plus the shopping place, the sentiment exchange here is the first, by the way buys, this is in the future its direction. Britain now has such a store mode, you go to the shopping, not to pick things, but in the front of the computer pick, pick up the goods, the shop is a bit like an internet café, so the combination of physical shop and traditional business shop is also the future of the popular. Do not think that the impact of the Internet, the physical store is gone, some American shops are now open physical stores.

Traditional stores to think, how to turn yourself into an experience center, this is to be considered, shop again rich, there are advantages, such as it has a lot of information advantages, but the feel is still in the scene, so this experience if you can do well, I think the traditional department stores still have the potential for development. Now comprehensive commercial real estate prices, if only to do the department store is actually going down. The reason is very simple, when the flow of people dispersed after the traditional people to gather as the basis of the traffic street, or comprehensive commercial real estate, must have a change in the state of the industry, otherwise it is certainly downhill.

Sumeng: First of all, we have to clarify that E-commerce is just a mode of circulation and one of the channels, it only changes the consumer's one way of buying, that is, from the offline entity shop to the line. The pull for domestic demand must be incremental, this increment must be the traditional retail can not meet the needs of users, E-commerce will provide an additional consumption increment.

E-commerce has the following characteristics: such as convenience, the user can not leave home; the second is real-time; third, E-commerce can be personalized display and promotion of goods; four, E-commerce let price information more transparent, such as a lot of online parity tools, there are parity sites; , such as its logistics supply chain, and the instant gathering of people with consumer demand. These points can be to some extent to meet the consumer in the traditional retail store can not meet the demand, this part of the demand is the real e-commerce can stimulate domestic demand for this part of the extra increase.

Q

3 How does e-commerce pull the real economy?

Reporter: E-commerce transactions are growing, it is how to tap our consumption power, this model for the expansion of domestic demand how much pull role?

Lvben: Now there are two new words in IT industry, a call business intelligence, we call BI, a big data, is that I can according to your past behavior, for example, I know your home to buy a TV, then you must need a TV set, this is called bundled sales, your behavior may be in his database, He will analyze your consumption trends. This is e-commerce led to the real economy, but also driven by the real economy of employment.

China's economic structure used to be investment-driven, now to become a consumer-driven. Because the structure of consumption-driven economy is the general market economy force and the universal form, then how to do consumption pull, the so-called consumption pull first must have goods to sell, and e-commerce this channel to reduce transaction costs. It seems that the Chinese are very happy to accept it.

GE: Business is actually done two things, one is the exchange of information, the other is product logistics. Now the Internet is very professional in the exchange of information, because it can accumulate information, so you can know yourself better than yourself, and it is a step forward in logistics. It turns out you need to go to the store to get a deal, then to complete the journey from the store to the home, but now the electricity business is directly to you to send home, then in this process can absorb a lot of employment, now courier to 35% per year in the rate of increase, now the country has more than 800,000 courier, may also increase to millions of in a very short time.

China's economic growth has been relatively low in recent months, but employment has not changed much. In fact, some of the new services have been digested, courier is a very good way to digest the workforce, it is the promotion of domestic demand, employment to solve all have a very important significance.

West China Metropolitan newspaper reporter Dong Comprehensive "CCTV Financial Review"

{Brilliant View} Why does the turnover of electricity quotient increase at a doubling rate every year? Now it seems that the traditional industry can do, the electrical business can do, the traditional industry can not do, the electric business can also do. This change in understanding led to the rapid growth of e-commerce, traditional business is now no way to hesitate.

GE Traditional store to think, how to become an experience center, shop again Rich, and then have the advantage, but the feel is still in the scene, so this experience if you can do well, I think the traditional department stores still have the potential for development.

Lübben-rich E-commerce is only one of the modes and channels of commodity circulation, it only changes the way consumers buy, that is, from the physical store to the line. The pull for domestic demand must be incremental, this increment must be the traditional retail can not meet the needs of users, E-commerce will provide an additional consumption increment.

Sumeng

This issue is distinguished by Lübben, Professor of Graduate School of Chinese Academy of Sciences, GE, deputy director of Sumeng Guanghua School of Management, Peking University