Electric dealers and stores entering the era of competition from confrontation to complementarity

From the contempt to the face, the traditional retail (store) and the power of the business thinking of the transformation of the new pattern of retail industry formation. In yesterday's 2012 Beijing Business Summit Forum, the electric business and traditional retailing two great-state executives gathered for the first meeting, on their views of the fierce confrontation. Wangfujing (600859, shares bar) Department of general merchandise Group Vice President Zhou Qing said in the forum, the spending billion into the electricity business, is the line of ideas to change the channel. The head of the electric business enterprise said that in the day-to-day operations will learn the advantages of traditional retail. Borrow a person's long to make up the short into the line under the big guy's common thinking.

Electricity quotient: Learn from entity experience profit can period

The surge in the past year has not dazzled their minds, but allowed them to begin to look more rationally at the way forward. Van Tri Xiaoxi, the chief executive of V Mall, said that the electric dealers now want to continue to develop and return to the nature of the retail industry, do not want to "burn money." "One is the line of sales channels, one is online sales channels, and ultimately are retail." ”

At present, many electric business enterprises in the crazy "burning Money", have begun to learn from the traditional retail. Zhi Jun, vice president of Xun Network, said that the existing E-commerce companies should strive to learn the traditional company's excellent supply chain management capabilities.

The industry believes that, in the existing model, if you can not get out of a new road, the electric business profit unattainable. Hounron, general manager of Beijing Suning, the online channel on the large demand for funds is not just advertising, but also information and logistics. "Advertising in the operation of electric operators accounted for about 5% to 8%, logistics investment is not low compared to it." If these two are not solved, it is very difficult for the electric trader to profit. ”

Traditional retailing: From channel to strategic point

As a major part of the retail market, traditional retailers are also beginning to rethink the way of the line. Zhou Qing said that Wangfujing department store has been on the construction of the online platform for strategic innovation and strategic adjustment, "we just put the electrical business in the double-Ann mall operation, now we specialize in the establishment of e-commerce companies to run."

As early as five years ago, Wangfujing department store began to dabble in the field of electrical business. Zhou Qing said the Wangfujing department store initially used the online platform as an extension of the real-store service. With the strong momentum of development in recent years, the traditional retail enterprises no longer underestimate the online platform, the electrical business as a new form of business investment and management.

Zhou Qing said that the traditional retail enterprises in the electronic business as a new form of exploration, will use the real store's own brand advantage, customer resources to operate slowly. "Wangfujing department stores in Beijing set up a group of procurement centers, the National brand for unified procurement, the offline brand resources to share online." This not only for the construction of online platform to reduce costs, but also the line under the integration of online, customer resources are even larger. "At present, including Wangfujing department stores, Yintai department stores, New World department stores, Parkson and other foreign retail giants, have aggressively entered the online channel."

Line down from competition to concurrence

In Hounron's view, the line to accelerate the integration of online, will become the future development of retail industry common trend. "Online under the market a lot of resources can be shared, the relationship between the two is not competition but co-prosperity." Hounron said that the future suning will be in the physical store to put some tablet computers, so that consumers synchronized online consumption under the line.

Online integration will also lead to changes in the retail model. Zhou Qing that the biggest obstacle to the current department store is the low profit caused by the joint venture model. In the long run, the proprietary mode will become a major countermeasure for the department store to crack down the low profit. At the same time, online integration may also make "production" mode become the new direction of retail industry development.

Commercial newspaper reporter Liu Shaolanji