Electric dealers have cooperated with the offline shop, "new business" came into being

[abstract] Jing Dong, the cat and other electric business enterprises have to work with the offline shop, "new business" came into being, but the user will pay?

Tencent Technology King could report April 4

Online under the integration of the background, the electric company is to reach the line under the line, under the shop under the help of electricity quotient, internet platform to expand multi-channel sales, a new business form is being born.

After cooperation with the Shanxi Tangju convenience store, Jingdong and fast guests, good neighbors, such as friendly and convenient shop under the line reached a cooperation, covering 15 cities, more than 11,000 stores.

Jingdong is not the first electric company to cooperate with convenience stores. Last year, the Amazon and the family of convenience stores to cooperate, the whole family to provide users to shop for their own, payment and other services; Cat and Hei City convenience store to reach a cooperation, the latter to provide their own services. This year, Alipay, micro-letter payments are cut into the line of the shop's payment link.

The patterns are different. BEIJING-east from the supply chain into the Amazon, the cat from the logistics direction, Alipay, micro-letter payments from the payment link. For the offline shop, any link and dimension of contact with consumers are exploring the possibility of Internet.

"This will be the first year of new business. "said one traditional industry person.

Electric business giant Alliance Line Shop

The internet giant expands O2O early stage, the convenience store chain first becomes the object which everybody grabs food. Why?

Convenience store chain is the most recent commercial business, user stickiness, high consumption frequency, large flow of people, easy to form user habits; In addition, because it is a chain of business, once the pilot success, with rapid replication.

For convenience stores, although the vitality is strong, but there is a short board: a single shop covers a small area, the resources show a narrow channel. The value of the convenience store is valued by expanding the display capacity through the electric business platform. One party has to infiltrate the demand under the line, the other party has a full channel of retail needs, both sides become the most "ideal" partner.

In the payment chain, several convenience stores began last year to try to cooperate with Alipay, micro-credit payments. (Although the central bank suspended the sweep code payment, two-dimensional code payments, but after the security certification will still open.) )

"We have a clear understanding of the payment process, the future of cash transactions will certainly be greatly reduced." "Mei Yi Jia Marketing Center in charge of Liu Yun, in the payment link, it is necessary to provide users with more possibilities."

"Collecting parcels" is another value that convenience stores see in cooperation with the electric companies. Convenience store on behalf of customers receiving a platform package, equivalent to providing customers with differentiated services. The customer does not need to wait for the parcel to waste time, the time is more controllable, 24 hours not closes. Direct the online customers to the offline shop to pick up goods, can bring more visitors to convenience stores.

"We would like to provide customers with ' decentralized orders, centralized receipt of goods ' platform, customers in a number of electronic business platform on the list, can be at the same time to the Hi-City more convenient store collection." In April, we will be the first to provide the day Cat Collection Parcel project. "Xi City, more convenience stores related to Tencent Science and Technology said, hi-City more on the platform of cooperation with the electric business also hold an open attitude."

and online internet company "Team", for the offline shop, in the chain of trade in all aspects, such as display, sales, payment, receipt, and so on, are trying to work with the Internet companies, but not limited to a company to cooperate.

"This is the first year of business, we suddenly found that consumers are not the same as before, and now the market is not the same as before." All the offline companies are considering how to adjust their business model, business behavior. As far as convenience stores are concerned, the vitality is strong, but we see more space for imagination through some Internet technologies and channels. Liu Yun said.

"Convenience" is the core competitiveness of convenience stores, now the electric business platform, internet companies, the rapid development of convenience stores to provide convenient consumer services further, can make customers more convenient consumption. "We will work harder to introduce new convenience projects," he said. "Xi City more convenience stores related to Tencent technology, said."

The cooperation between electric dealers and convenience stores is only the beginning. Jingdong Chief Logistics Planner Hou Yi said that the BoE will be based on the characteristics of each retail business, custom-made the exclusive model, in addition to convenience stores, the future may also be launched for cake shops, pharmacies, clothing brands and even building materials chain model, after the pilot will be concentrated in the second half of the launch.

Micro-credit shopping has also been involved in department stores, clothing and other fields, through the public account to provide trading closed-loop.

In the mode of cooperation, convenience stores and Beijing-east Cooperation, Beijing East can get a deal, the future of the possible profit point of the east and the system reform costs, distribution costs, and Alipay cooperation, convenience stores need to pay a certain service fee, but in the promotion period, Alipay will give a period of time of the concession. Customers to the convenience store to extract parcels, the convenience store has a corresponding service income.

Challenge: Developing user habits is the biggest cost

Although the Internet and the combination of offline ideal is very full, but at this stage is very bony feeling. Internet companies and traditional offline enterprises are still in the running-in period, input-output ratio is the key.

To the system docking for example, the convenience store industry to the use of information technology level is high, line online under the difficulty of getting through and docking is not big.

However, the convenience store still has to pay the corresponding system reconstruction reuse. Xi City, a number of relevant officials said that at present, the company and pay treasure, the cat, respectively, the cooperation of barcode payment and collection of parcel items. "In these projects, the system docking is necessary, so we have to pay relatively large system reform costs." ”

Besides, the assistants have less education and training. "The staff's learning cost is relatively high, internet access offline, shop assistant literacy is a difficult point, according to a store 8-10 shop assistants, it is not easy for them to touch such fashionable new things." ”

Logistics is also to be running-in. BEIJING-East and convenience store cooperation, logistics and distribution has two modes: one is to facilitate their own distribution, the second is the Beijing-East logistics distribution. At present, the main convenience store distribution.

Convenience store mode of logistics is divided into two parts, one is from the warehouse to the shop trunk logistics, this link has matured, in the O2O process does not need to be invested. Second, the Consumer service logistics. As for the logistics staff of convenience stores, it still depends on the effect of cooperation.

A convenience store relevant responsible person thinks, for convenience store, "net Order shop sends" the logistics cost is relatively high, especially at noon, evening peak time, if want to guarantee accurate delivery prescription, must increase the manpower, raise the distribution cost. And the convenience store customer unit price is low, needs to consider the promotion sales and the control distribution cost balance.

In addition to the above tangible cost, intangible costs change consumer behavior. Jingdong has described such an ideal state: when the user off work, took out the mobile phone in the Beijing-East open platform convenience store orders, 15 minutes later, the merchandise has been sent home. But the cultivation of user habits still depends on the coverage of the convenience store.

In the payment process, traditional credit card, cash payment is still the mainstream. Especially in the convenience store small payment, the user at this stage more accustomed to cash payments.

"Cultivate consumer behavior habits need to have a nurturing process, Jingdong, Alipay, micro-letter, offline shop are in the development of user habits, which is the biggest cost." Liu Yun said.