Step by step High group: To use "localization" to lay the "electric Business" Jiangshan

December 26, 2013, step by step high group of electric business Platform Step High Mall officially on the line, as a strong regional retailer of O2O exploration and layout, by the national desire to integrate the channels of the retailer's great concern. Traditional retail industry into the tangle of electricity business is that there is not yet a successful model can be used for reference, the line under the "get through", supply chain short board even it technology and operators can become a problem. In this case, the step-by-step solution is: localization, to localize the supply chain, low-cost, efficient to meet the needs of local consumers online.

As a local retailer in Hunan province, step High group choice on the birthday of Mao Zedong December 26 launched the business is symbolic: the first step high group is the use of Mao Zedong "rural Siege of the city" strategy, from Xiangtan started, and then into Changsha, and in Hunan, Jiangxi two expansion, and finally into Sichuan, Chongqing, Guangxi, Guizhou and other markets.

Before that, the Chairman of Backgammon Group said that he would not be involved in the electric business, even during the two sessions last year, the king, who was the NPC representative, filled in the words: The state should levy taxes on the electricity dealers and create a level playing field under the line.

At the end of 2013, the traditional retail entrepreneur attitude took a 180-degree turn, from Alibaba dug a team to create a step by step high power. Throughout the retail industry, just in the past 2013, not only step by step, many traditional retailers began to exert power, such as the big run Fat supermarket launched the electric platform "flying cattle", Northland Mall launched "Ruyi Shopping Network" and so on.

Traditional enterprises involved in electric business, localization of electricity business is a good concept, regional retailers have a high local brand awareness, commodity resources, store layout and supply chain advantages.

A magic weapon: "The category choice of the greedy slant: use localization against the cat, Jing Dong

Although some products may be in the days of cats, Taobao and other whole-category electric dealers have sales, but in a single category, there is no step-by-step high power dealers do a comprehensive and in-depth.

Open Step High Mall home can be found, its category is mainly divided into food, consumer goods, household items, household appliances and digital 3C, such as several major categories, which with the cat, shop 1th, such as the national market for the comprehensive electric dealers, less than the category, or even not comprehensive. For example, the Cat Mall in addition to the above category there are clothing, jewelry, jewelry, office supplies, books, audio-visual and other categories; Shop No. 1th is an increase in car supplies, medical equipment and even drugs.

For the selected products such as Backgammon Mall, the CEO of Li Xichun, a step-by-step high power business, said this was for localization reasons. "When we were planning the category, we were thinking about what the local people needed as a localized electric dealer," he said. After investigation, we believe that the step-by-step high power dealers to ' supermarket category ' as the first issue of the main commodity. Li Xichun told reporters, on the other hand, with the days of cats, shop 1th and other forms of differentiated competition.

"Our first selection, the choice of 10,000 or so SKU, of which two-thirds and step-by-step high physical stores are consistent, and one-third of the main hit high-end, backgammon mall-specific goods, and imported food is a feature." "Li Xichun introduced.

For such a product layout, Li Xichun that it is still to highlight the "localization" characteristics. "Hunan people delicious, so we in the subsistence, such as rice, oil, water and other categories do deep." In order to and step by step high supermarket physical stores have differences, step-by-step high power vendors have also selected nearly one-third of high-end goods. "Li Xichun said. Step by step high electric dealer's user localization is more high-end than the supermarket, this makes some import food become the hot goods.

Compared with the days of the cat, No. 1th Shop, although the pace of the mall is relatively small, but because it is the whole step High group procurement advantages, therefore, commodity prices are also very competitive. To sell a German imports of "European milk Philippine" milk For example, step by step High mall sales price of 19.9 yuan, and the price of 1th stores for 22 yuan, even in such cases, step by step High Mall still has a certain profit space.

"Step by step high group sales of about 20 billion yuan a year, with such volume on some commodities group procurement, it can be said that with some of the mainstream of the electricity quotient is not inferior." Li Xichun told reporters.

In order to strengthen the "localization" characteristics, Backgammon Mall has selected about 1000 kinds of local production of Hunan characteristics of goods. "The black tea and Dongjiang fish produced by our Hunan Anhua are selling very well," he said. East Jiang Box For example, light a customer in the online purchase of 25,000 yuan. In addition, we also launched such as bacon, chopped chili, such as Hunan local products, more in line with the needs of local consumers. "Although these products may be sold in the days of the cat, Taobao and other Li Xichun, they have not been fully and thoroughly advanced by a single category," he said. "Localized commodity selection requires the Electronic business platform to grasp the local consumer habits, in-depth insights into the local market, but also the need for local supplier resources, which is the regional retailer to build the advantages of localization."

According to the plan, at present, step by step High mall's selection is in the first stage. Next, will introduce fresh, step by step high Beauty department stores, home, to the end of 2014, step by step High Mall will reach 100,000 SKU. With the opening of the platform, it is expected that in 2017, the step-by-step high electric business SKU will reach 1 million.

"We are still in the category expansion process to maintain the localization of the characteristics, such as, the United States department store is a step-by-step high group of their own fast fashion brand, and the home is also a step-by-step high domestic brand." In the above category expansion, at least 10% of the goods are guaranteed. Li Xichun told reporters.

In addition to the localization of goods, efficient supply chain is the protection of the local shopping experience. At present in most areas of Hunan, step by step High Mall can achieve the next day, and in the area of Changsha City, step High Mall in 2014, the goal is to achieve within 4 hours of arrival. This puts forward higher requirements for the supply chain of the step high power supplier. The reporter learned that, although step by step High Mall in Xiangtan has its own logistics center, but in addition to Xiangtan, other cities in the distribution of the last kilometer, step by step high for the time being with the local Third-party logistics companies to cooperate with the way.

As the main localization characteristics of the electrical business, logistics and distribution still to step by step High Mall put forward a great test. "Consumers, regardless of the logistics and flow of information behind you, are a complex operation, they will think, step by step high as the closest to my electric dealer, should be faster than other distribution." In order to meet the efficiency of the distribution link, we plan to set up their own distribution company in 2014, the initial period can basically meet the distribution of long Zhu Tan three. Li Xichun told reporters.

Magic Two: The most landed O2O: Online orders, stores weak

This seems to be a simple function behind a complex logistics and information flow processing process, from the step of the high shopping mall backstage, warehousing management system, and even the system of the exchange between the Mai-Ba stores.

January 8 afternoon, the family lives Changsha Kaifu District xiangjiang Century City, Miss Li received a text message, your merchandise has been sent to the Xiangjiang Century City, the convenience store, please at convenient time to lead caries after work, Miss Li by phone on the verification code sent to collect the goods they ordered the day before.

This is the step by step High mall O2O mode, online orders, store a kind of delivery. At present, step by step high more than 70 deli convenience store has been developed for the pick-up point of the High mall, and in the future, step-by-step high more than 300 stores will be able to achieve online orders, store delivery.

Online orders, stores weak, this seemingly simple feature behind a complex logistics and information flow processing process. When the customer orders online and chooses a nearby deli convenience store, the information has already started to interact with the system from the backstage, warehouse management system and even the store of the Mai bar.

When The courier company will be packaged goods sent to the store, as a choice of the delivery point, the operator of the Rice bar will be on behalf of the goods, this first existence of a process of inspection. If the packing is damaged, the store operator will reject the parcel and return it to The courier company for processing. If the package is intact, the operator of the store will use a handheld terminal to scan the barcode on the merchandise package. Scanning the barcode is actually a process of information writing, which tells the information system that the Miba has received the parcel. At the same time, received this feedback step-by-step high power trader will generate the customer delivery of the verification code, sent to the customer at the same time, also back to the store's system, for verification.

Customer mobile phone received prompt SMS and verification code, you can choose the convenient time to visit the convenience store, through the verification code to collect the package. And the uniqueness of the verification code to avoid the customer false or wrong collar package. Customer delivery After the end, if there is no objection to the purchase of products, then this transaction ends, if there are objections can be returned through the site's customer service system or exchange.

A product from the supplier's warehouse to the customer designated pick-up point, but also experienced a complex supply chain link. Take the imported red wine ordered by Miss Li as an example. This wine is going to step into the high shopping mall's supply chain system first needs to go through the procurement and ordering process.

If the product has not been sold before, is the first step into the high mall, first of all in the step-by-step high responsibility for commodity management Retek system to "build files", the goods logistics property sheet to the warehouse center and ordering group. The order group receiving the RETEK system notification will count the replenishment quantity according to the replenishment cycle of the goods and the sales of the last three weeks, and then submit the information to the EAI system for order.

After the supplier's warehouse management system receives the order of the step high electric dealer, it will deliver the goods according to the quantity and specification of the products described in the order. At the same time, step by step high Power Warehouse storage Center for receipt preparation, according to the order before the situation, arrange the staff and the warehouse corresponding storage location.

When Miss Li placed an order in the mall, another wave of intensive information began. First of all, the electronic business system will be based on the stock of goods to determine whether the goods. If there are goods, the order can continue, Miss Li after the payment, according to Miss Li's order, the stock of the merchandise is automatically subtracted from one. At the same time, the complex picking process begins.

"We use the method of wave-picking to gather together a batch of orders with the same attributes. The goods are sorted and packaged according to the picking orders in the hands. Pick up the goods at the same time, but also to the selection of the code to scan. Scanning is actually a process of information entry, which tells the system that the product has been sorted. In addition, picking is a process of verification, if the goods are picked and the order is not consistent, information system will be prompted. "Li Xichun said. After the picking is finished, it is packing, waiting for the third party distribution company to deliver to the customer designated pick-up point.

Three: Localized open platform: local traffic is valuable

Hunan has a lot of excellent chain companies, they have physical stores, but also need a localized electrical service platform to help them get through the line, and step by step high just can help them to achieve.

"2014 Step by Step High Mall plan open platform, encourage local chain stores and shops to step High mall open shop, even step by step high their own sales correctional convenience store also in step High mall open shop." "Li Xichun said.

This May, step by step High mall open platform will start investment. Investment is divided into two phases, the first phase of Hunan local shops and special merchandise for investment, the second part of the investment is facing the country.

In Li Xichun's view, there are many excellent chain enterprises in Hunan Province, they have physical stores, but also want to open a mall on the internet, their consumers concentrated in Hunan local, and Taobao, Cat and so on, they need a localized electric service platform to help them get through the line, and step by step high just can help them to achieve.

"Step by step High Mall is very welcome such as the duck neck, ordinary people such as the large pharmacy chain stores." Step High Mall has it technology, supply chain system and the flow of the mall itself, can bring them passenger flow. "Li Xichun said.

As far as the electric business platform is concerned, traffic is a very valuable resource, and it is also an important element for many businesses to buy heavily. However, Wang said that the pace of the high will not burn money on the flow. "For regional electricity dealers, excessive traffic is meaningless, only the flow of Hunan local consumers have value." Step by step high physical stores have 7 million members. If the 7 million members into the Electronic business platform, will be the best flow. Wang fills in the expression.

Li Xichun also said that for a regional electric dealer, the daily average of 10 million of the flow has been able to attract passenger flow effect. In addition, along with the open platform, the third party merchant's occupancy, may also realize the dissimilar industry diversion, and step by step High mall form complement.

However, for traditional enterprises, the line of online profit distribution is a big problem. To step by step high, this problem is more serious, because step by step High Mall open platform, step by step high store in open platform "shop shop", this long and then disappear, will affect the entity store revenue.

In this respect, the "performance double check" mechanism, that is, step by step high physical shop online sales of profits, both physical stores, but also the electricity quotient, the group subsidies.

"If a product in the electric dealer sales of 10 million yuan, and create 2 million yuan profit." The group will calculate the profits of the 2 million yuan to the physical store and the electric dealer. For the step height, the left hand is his own income, so there is no conflict. But this solves the contradiction of the conflict on line. Wang fills in to tell the reporter.

According to the plan, in the next step high can be achieved in step high any shop (regardless of line online) to buy, all products of the backgammon group (whether on line, supermarket or convenience store) can be paid in all stores or online, can choose to pick up at any one step high store, or select door-to-door to any local address.

"For the Backgammon mall, I hope that within two years can be a good way to get through the high physical stores, in Hunan smooth operation." After the operation of this model is ripe, I will extend it to the whole country. Use the IT platform of Step High Mall to integrate the regional retailer resources of the whole country. Compared with Alibaba, the advantage of step by step is that I was in the traditional retail business, I know the traditional retailer net ' pain Point ' where, and I and other regional retailers are a ' camp ', communicate more smoothly. Wang fills in the expression.

But there are experts who are cautious about the idea of a step-by-step approach. "First of all, step by step high self integration is a difficult problem, now just start, the future, but also the practice of testing; second, step by step high in learning it, compared with the pure electricity quotient, step by step high it strength also need to grow." The reporter interviewed the unnamed experts said.