Electric Dealer Close Press entity retail Business direction

Earlier on the network media to "real retail business recession over expectations" as the theme of the special report, revealing the domestic real retail industry growth slump in the current situation and a number of retail giants surging shop tide. Some experts pointed out that the current raging electric power to the physical retail industry caused a huge diversion, from the development trend, the future will also bring the real retail industry more squeeze, into the electric business, the transformation of shopping malls has become an important way for the future development of physical retail enterprises.

Crisis: The growth of the electric quotient's geometrical explosion

According to IRIS Statistics, last year, China's online shopping transactions reached 1.304 trillion yuan, an increase of 66.2%. And with the power of the hot development of the contrary, the real retail industry last year, the decline in growth, and even a number of international and domestic physical retail giants have also closed the domestic chain stores. In 2011, large retail companies continued to grow at a rate of more than 20% per month, but after entering 2012, the growth rate in most months of retail companies has fallen below 10%. Last year, for example, local sports brands such as Li Ning and Pip shut down 1200 stores nationwide, Carrefour closed 6 stores in China and 7-11 more convenience stores close to 20 in Guangzhou; last September, Home Depot withdrew from the Chinese market ... Even during the annual sales rush before and after the Spring festival, physical retailers have not been able to achieve the same gratifying results in previous years.

The consultation data also shows that last year, China's online shopping market volume accounted for the total retail sales of consumer goods 6.2%, from the quarterly data, the fourth quarter last year by the "Double 11", "double 12" and other promotional activities, China's online shopping market transaction size up to 423.94 billion yuan, an increase of 80%, The chain grew by 32.4%.

China's retail industry involved in the internet is not in recent years, as early as May 1998, the country's first online payment on-line shopping malls opened in Tianhong, creating a new domestic shopping model. A few years ago, China's online shopping has achieved good results: according to the Ministry of Commerce data show that 2008 China's network shopping volume reached 125.7 billion yuan, 2009 online shopping volume reached 258.6 billion yuan, an increase of 105.8%; 2010 online retail market transaction size of 513.1 billion yuan, Nearly doubled from 2009, accounting for about 3% of total retail sales in the whole year. Last year only Alibaba turnover was more than 1 trillion yuan, the peak of 19.1 billion yuan per day.

China's online shopping market has gradually entered the mature stage since 2012. Some experts predict that, in the next few years, as the traditional enterprises into the electric business, the western provinces of China and the eastern three or four-line city of the potential will also be further developed, coupled with the development of mobile Internet to facilitate the increasingly convenient mobile network shopping, China's network market as a whole will maintain faster growth, It is expected that by 2015-2016 China's online shopping market will be more than 3 trillion yuan transaction size.

In the future competition between the dealer and the physical retail store, Dalian Wanda Group Co., Ltd. chairman Wang and Alibaba Group Chairman Ma Yun, in 2012, the 13th annual China Economic Figures awards site to 100 million yuan. Wang said: "The electricity business is again formidable, but like bath, pinch foot, dig ear these business, electric business is not replace." I gamble with Mr. Ma Yun, 10 years later if the electric dealer in the Chinese retail market accounted for 50%, I give him a billion, if not to him I a billion. "To this, Ma Yun believes that the electricity business win."

"The time has come for the electricity business to swallow the line of business," the blowout-type development of the electric dealer has given people such a warning. "Online trading starts to pose a ' threat ' to offline markets when online transactions occupy 5% of total retail sales of consumer goods. "One industry expert who has long been concerned about the development of electricity business. The rapid expansion of the market in the early years so that online and offline market participants are profitable, but now the offline business has begun to show its weakness. such as Suning appliances (002024, shares bar), Suning easy to buy booming at the same time its offline stores began to shrink, last September, Su Ning held a conference, claiming that since the "go to electrical", Suning will carry out a new generation of cover 3 C, home appliances, books, department stores, clothing and hats, daily necessities, toy models, financial products, Virtual products, such as large-scale integrated electrical business layout.

True, in recent years, the downward economic situation, the limitations of their own profit model can be seen as the cause of the decline in the physical retail industry, but "the distributor is still the main factor." According to IRIS Statistics, the low cost of electricity, convenient payment system, timely door-to-door, return quickly and other advantages are infiltrating other cities "time is not enough" middle-class families, even in the modern retail industry has not yet mature three or four-line city, is also being the opportunity to be the electricity business.

In the electric dealer's encirclement and suppression, the entity retail enterprise How to break through?

Breakout: Try Hydro-electric or transition shopping center

"As a kind of retail industry, the electronic business is a subversive revolution to the traditional retailing industry." "Hua Tao, chairman of the Shenzhen Retail Business Association, said in an interview with a Chinese business reporter. It seems to be the main path for the future development of the traditional retailing business.

At the 2012 China Retail Summit Forum, Liao Honghui, vice president of Wal-Mart China, said Wal-Mart will launch China's E-commerce platform, which will become a new business growth point for Wal-Mart. It is reported that early in Liao Honghui this disclosure, Wal-Mart has launched the online supermarket "Shop No. 1th." However, Wal-Mart's test water is not smooth, there have been media outlets in the 1th shop to buy sea cucumber when the weight problem, and shop 1th staff caused some of the customer information leakage and so on.

The Wangfujing (600859, shares), known as the "New China's first shop", said in January this year that the Wangfujing electric business platform, which had been built heavily, was officially launched. The Hong Kong Hutchison Whampoa's Watson also wants to distributor a piece of soup, in 2011 Watson was stationed Taobao Mall, last year launched the Palm Internet store. Recently, Watson's official website to enable the watsons.com.cn official online, at the same time, the national store and official website Mall officially launched the product dual-line strategy is Watson on the platform of another major initiative. At this point, Watson completed the day Cat flagship store, Palm Internet store and the official website Mall of the three major electric platform layout.

"Electrical business is also a development of the retail industry, physical retail enterprises ' test water ' can be seen as a direction for the future development of the industry, but this way, still groping, who can not assert the results will be." "The transition to a shopping center can be seen as a major trend for the future development of physical retail outlets," said Hua Tao, chairman of the Shenzhen Retail Business Association. Retail entity store should weaken the single retail function, pay more attention to convenience, freshness, experience of these three types of consumption, these three types of consumption is not comparable to the electricity quotient. ”

The shopping center is intended for a variety of retail outlets, service facilities concentrated in a planned development, management, operation of a building or a region, to provide consumers with comprehensive services of the commercial aggregates. The trend of the development of the shopping center is diversification, theme, leisure, and its operating proportion is generally shopping, catering, leisure 1:1:1.

According to reports, urban business competition from the 2005 prior to the competition between department stores and department stores, the transition to the 2010 between shopping malls and department stores, and from 2013 onwards, the competition between the city shopping malls will be fierce, the future of the individual development of retail stores will be difficult to maintain growth.

Chinese shopping malls have been around for nearly 20 years since their initial germination. In Shenzhen alone, there are more than 20 mature shopping malls such as the Cocopark of the Galaxy, Vientiane City, the King's Shopping center and Ren Square. According to Hua Tao, Shenzhen will open to more than 30 shopping malls in the last one or two years.

It is understood that at present, China's shopping malls are from the first-line developed cities to the two or three-tier cities, the development of the main shopping center has been from the earliest Hong Kong developers to the various types of developers, and recently is to capital strength, and is willing to combine capital and commercial real estate developers to change the strength of the developer

However, there is a serious homogeneity phenomenon in shopping malls in China, which emphasizes on retail shopping and low leisure ratio. The future shopping center should change to the life, emphasize the function outside the retail, add the dining, entertainment, leisure ingredient more, connect with the daily life, incidentally shopping. At present, most of the shopping malls in China, most of the merchant portfolio for department stores + supermarkets, and then take a number of scattered shop, lack of characteristics, the experience of shopping malls are not fully reflected. In addition, shopping malls now attract customers only by a single big sale, lottery, and so on, disabled special ramp, baby car, nursery and other service facilities are not perfect. An industry insider who declined to be named told reporters that shopping malls should reverse the retail-oriented business philosophy and pay more attention to service and consumer experience.

The person also pointed out that, from the long-term development of the market, the location of shopping malls is not necessarily high-end fashion, return to life is the trend. Combined with the current economic situation, it can be predicted that the development of shopping malls, which are dominated by service consumer life, will rise steadily this year, and that those shopping malls that target high-end fashion and lead consumption are not optimistic about this year's prospects.

"Overall, whether it is a test utility or a development to a shopping center can be seen as the future development of the physical retail industry." Electric dealers are groping, and shopping malls are a trend. "Hua Tao said.