Electricity dealers are gradually eating away at the inherently retail market

Electricity dealers are gradually eating away at the inherently retail market

Taobao, Alibaba, excellent Amazon, when, Beijing East, where guests, poly beauty Excellent products ... This series of names, in recent years, the speed of our eyeballs, overwhelming promotions, a variety of shop celebrations, festivals, make us dizzy, dazzling. There are data shows that 2012 Taobao, cat "Double 11" promotional day sales of up to 19.1 billion yuan, and Jingdong "6 18" shop to celebrate the day of the deal reached 1.016 billion yuan ... This series of shocking figures, even more let the traditional retail business scared. As they are well aware, electric dealers are gradually eating away at the inherent market that they belong to, even more fierce. E-commerce is quietly changing China's traditional business map, and the traditional retail enterprises to survive and development, and where to go?

The hyperactive electric quotient and the depressed traditional merchant

Statistics show that in 2012, most of the month growth of retail enterprises fell below 10% (2011, the growth rate of about 20%); In fact, in Beijing, Shanghai, such as the first-tier cities, many department stores are feeling the chill bursts. Shanghai Business Information Center recently released monitoring data show that 2012 the city's 55 department stores to achieve a cumulative sales of 30.5 billion yuan, down 1.1% year-on-year, the first negative growth since 2010.

In 2013 years, the news of the closure of traditional retail outlets is startling. The Wuhan Hankou store in hundred homes was closed on February 9. This is the 2012 after the Nanjing store shut down, hundred homes again closure. The company's results show that its stores in China have been reduced from 63 in the peak period to 40 at the beginning of last year, and 16 have been streamlined. From August 2007 to early 2012, the area of China's stores decreased by 43%.

A few days ago, East home headquarters is filing for bankruptcy. At the same time, its 5 branches in Beijing Xisanqi stores, to the Canton shop, Lai Chak Shop, the octagonal shop and Guanzhuang shop has been closed to business. And in the near future, Taiyuan, Changchun, Changsha, Jinan, Xi ' an and other branches of the store has also been spread close or easy to master the message.

With the traditional business bankruptcy close to form a sharp contrast is the vitality of E-commerce enterprises. "2012 China's network retail turnover of more than 1 trillion yuan, is expected to overtake the United States in 2013, the world's largest online retail market." Nielinghai, deputy director of the Department of Commerce and Information technology, said in Shanghai recently.

Traditional retail enterprise accelerates the road of electric business multi-platform operation is the way out

Faced with such an unprecedented dilemma, some traditional retail enterprises took the lead in the footsteps of reform, to seize the online retail market, the greatest degree to save the entity enterprises.

January 25, 2010 Suning Easy to purchase network announced the official line, Suning strive to use 3 years to make suning easy to buy occupy the state grid market more than 20% of the share, to build it into China's largest 3C home appliance consumer website.

Around 2003, Gome in the name of the online mall into E-commerce, November 2010 Gome to Bowser Shopping network strategic injection of 48 million, all-round support for its procurement, sales, logistics and distribution and after-sales service. In late April 2011, Gome officially released its "direct" E-commerce website "gome Electrical Network." Gome is willing to "Bowser + Gome" dual-brand E-commerce strategy to rebuild Gome online.

As the former offline giants, two companies take the lead in examples, drastic innovation. By the 2012, the barriers of the electric and traditional stores were also gradually broken--the traditional stores began to operate down multiple platforms. Grand three cell, Wangfujing department stores, Parkson, Silk Street, Red Star, such as the United States and other traditional enterprises have opened online shopping malls, Wanda is a high-profile announcement to enter the electric business. At the same time, the development of mobile Internet allows a large number of traditional enterprises to enter the electric business industry threshold greatly reduced. In the 2012, the dealers and the stores began to penetrate each other and accelerate the fusion.

Recently, Suning put forward a new positioning "shop + Dealer + retail service provider" cloud model, do a good job offline integration at the same time, gradually transformed into "retail service providers." This may be the direction of reform for conservative, traditional retailers that are still complacent and lingering.

Electric dealer kill badly beaten to improve user experience is kingly

Under the surface scenery the electric business enterprise, also hides the numerous crises. Due to the domestic and foreign economic environment tightening, the capital market encounters the cold and so on factors influence, 2012 electric business faced the stern survival test. March only products will be bleeding listing, May Tencent Independent, August group buy Holding group heating, September every customer layoffs contraction, suning acquisition of Red children, the end of the "double 11" bloody battle ... The 2012 electric business Industry "every day there are people to enter, but also someone sadly out of the field."

In the fierce competition of the jungle, if short-sighted, rut will be absorbed or even killed by opponents. 2012 Electric Business enterprises showed unprecedented power, innovation technology and deepen the development of the mainstream industry.

2012, a number of vertical electric operators to choose the "alliance" strategy to tide over the difficulties. Handle nets, tick group, full regiment, such as collective settled Jingdong Mall, Dangdang settled Taobao, the electric business industry appeared "line" phenomenon, with the integration of resources, the electric business industry "two yuan" pattern of the phenomenon will be more obvious, Taobao Department of Light Electric business model and the Beijing-East Department of the heavy Electric business model will be divided into the world.

In order to achieve profitability, others have focused on optimizing operating costs while increasing revenue and expenditure. BEIJING-East launched a game of combined transport, application stores, financial services, logistics, open, advertising platform ... Where the customer layoffs "winter", Baidu re-layout Philharmonic live, Tencent Power restructuring, and so on, a series of actions behind the "profit" of the big goal.

Statistics show that 2012 Q3 China Mobile Shopping market volume of 15.64 billion, an increase of 401.3%. For the big electric business giants, absolutely not to be willing to people, 2012 they have stepped up the layout, the mobile phone Taobao 2012 years of capital investment scale of more than billion, the number of visits increased by 6.4 times times; Jingdong Mall 2012 Mobile End of the download volume exceed tens of thousands of mobile order volume over total orders 6%; Dangdang in the online mobile phone Dangdang only half a year, the flow has reached 20% of the total flow, 1th stores launched the Palm 1th store, has accumulated 6 million registered users, on average every two or three months to show the staggering speed of doubling.

From the price war to the integration of resources, optimize operating costs, and then to occupy the layout of mobile platforms, in fact, for their ultimate customers, consumers pay more attention to the shopping experience. Forward-looking electric dealers are also aware of this, the current Amazon in the country has built 11 operations centers, warehousing and logistics total area of nearly 500,000 square meters, in the United States, the United Kingdom launched a self-service pick up the Ark of the goods model. Jingdong Mall also on the line from the Ark business and the next day up, 211 limited to the night and the distribution of the combination. The introduction of these services, not only to make consumers more flexible and convenient choice, but also to enhance the e-commerce industry as a whole service level.

The "war" between the electric dealer and the traditional retail enterprise, the electricity merchant and the electric Power company is still continuing, and will continue, only the mutual reference, the optimization complement, innovates unceasingly, can become the final winner, let us wait and see in 2013.