E-commerce strong rise, electric dealers have "offline" to establish physical stores

E-commerce in China as an emerging industry, in recent years the development of a irresistible. China's E-commerce market is expected to overtake the US as the world's first in the year, from 2009 to 2012, with an average growth rate of 71% per cent in China, compared with 13% in the US, according to a report released by management consulting firm Bain recently.

The strong rise of e-commerce seriously threatens the traditional retailer's operating conditions, in order to avoid being eliminated, physical stores have "access to the Internet." But in fact, the electric business enterprise itself still exists the limited condition such as offline resources. If the two complement each other, share resources, strengthen the line under the integration of online, or more conducive to the development of China's retail industry.

E-commerce in China is developing rapidly

"My clothes, from top to bottom, from inside to outside, are all online shopping." "My furniture, electrical appliances are all online shopping." "I don't know when to start, such conversations become commonplace in friends ' chats." The rapid development of the Internet has promoted the rapid rise of electronic commerce, changed people's consumption patterns, and the popularity of online shopping led to a surge in E-commerce market sales. China's E-commerce market is expected to overtake the US as the world's first in a decade, and it is expected to account for half of China's total retail sales in 2015, and the total size of China's e-commerce market is expected to reach 3.3 trillion trillion yuan, according to a report released by management consultancy.

These "astronomical figures" indicate that online shopping has become an important way of life for consumers. E-commerce time-saving, labor-saving, worry, save money by the characteristics of more and more consumers love.

Consumers only need to spend a few minutes on the internet to find the goods needed, the mouse payment can be, so that both liberated the window shopping tired legs, and save time. Second, the Internet marketing threshold is low, shopkeepers do not need to rent expensive stores and warehouses, which reduces the cost of network operations, network goods can naturally be lower than the price of physical stores to sell goods. Third, online payment, mobile payment and other Third-party payment platform developed rapidly, security can be improved, to ensure the safety of the consumer purse. In addition, the Electrical Business Logistics distribution network of continuous improvement, such as suning easy to start logistics cloud, Gome online high-profile launch of "one free one to send a compensation" service, but also consumers favor the important factor of net purchase.

Physical store "surf the Internet" to find the way

The development of things always has two sides. Along with the electric business market sings all the way, is the entity shop's declining gradually. The entity shop faces the predicament that the customer reduces, the performance drops. Even in order to seize the customer to increase the discount strength, the real store benefits still less than shop. The high cost of rents and manpower is an important factor.

Prices can not spell online stores, customers continue to lose, leading to the decline in performance, more and more physical stores have to close the door. The Retail Research Center, an independent retail analyst, recently published a survey on the future of the retail industry in 2018, predicting that more than 20% stores would close in the UK by 2018, under the impact of online shopping.

In fact, China's physical stores are also facing a survival crisis. Now many clothing entity shop "reduced to" the fitting room, but the entity bookstore also "reduced to" the library. The net buys the book price to be very many, many consumers after reading the book, will write down the title, the author and so on information, then goes to the Internet to buy.

The strong rise of electronic commerce, seriously threatens the real store's survival status. In order to avoid being eliminated by the market, the entity shop has to change the concept, gradually to the online transfer, layout e-commerce.

Haier Group has opened the official online mall, online sales Haier Group Haier, Cassadi and other brands, products related to refrigerators, washing machines, air-conditioning and other products, send a whole full package of mail, hundreds of cities 24 hours delivery, support delivery. Haier also opened a shop in the days of the cat, it is reported that the first half of 2013 the company's electricity business revenue from the same period last year, 106 million U.S. dollars increased by nearly 500%. Suning easy to buy also show fists, the first half of this year, Suning's electric business growth to 10.6 billion yuan, an increase of 101%. The retail market is unusually complex, physical stores are difficult to achieve full coverage, so the U.S. retail giant Wal-Mart also try to buy a network, consumers can order goods on the site orders, can be in the physical shop self-service weak.

Integration into the trend under line

Network shopping Convenient, fast, affordable, with strong competitiveness, but not perfect. Consumers can not see the goods online shopping, only to see pictures and text introduction, which will cause a certain error. But the entity store has the line business, the brand, the channel and so on many kinds of resources support, the consumer also can the scene experience, the entity shop has the electric quotient incomparable superiority. At the same time as the physical store embraced the Internet, large electric dealers began to lay out physical stores. It is reported that Su Ninghong children will be at the end of September in Beijing and Wuxi Suning Super Store for the first time to open a physical store, the formal formation of maternal and child products dual-line linkage system. Beauty Makeup electric Business Poly-Mei Excellent products of the first entity shop will also be in September in Beijing Qianmen Street opening. Le Bee Network also said that the end of the year will be in Beijing, Shanghai and other first-line cities to open a direct shop, the next few years within the two or three lines of the city to open franchise stores ...

If the online market resources can be shared, the relationship between the electrical business and the entity store will not be 0 and the game but build prosperity. In the traditional retail industry, line online under the interactive integration done more outstanding is suning. On the line to suning easy to purchase as the carrier, the realization of super Electrical category management, and in the logistics distribution, Network marketing team building and other aspects of continuous exploration, become a leader in electric business platform. 2012 Suning Easy to buy annual sales of 18.336 billion, 2011 sales of 5.9 billion yuan, an increase of 210.8%. Under the line is the flagship Suning appliance brand strategy, the store structure adjustment, close the less efficient store, increase the proportion of the flagship store.

E-commerce development is irresistible, the trend is irreversible. Online innovation business model, the sharing of manpower, logistics, channel supply and other resources, the overall creation of the combination of the actual situation, the common development of the industry, will be China's retail industry in the future direction of development.