Guang-FO-zhi City: Building the service agglomeration area of electric business

2012, Alibaba turnover broke billions of dollars. Data show that 2011 national Social consumer goods retail total of 20.71 trillion, net purchase sales of 130 million yuan, accounting for the social consumer goods sales of 6.2%. "Online shopping once accounted for the total retail sales of consumer goods 5%, will cross the tipping point, showing the potential of the outbreak, and began to have a global impact, to change the Chinese retail business pattern of the starting point." "China Academy of Social Sciences Information Research Center Secretary General Qiping said."

However, with the expansion of E-commerce in China to a certain stage, has begun to appear "plateau response", the electric business enterprises to seek "landing", the traditional enterprises to seek "net", online and offline how to blend? How to perfect the electric business service industry? A series of new problems ensued.

Electric Dealer Bottleneck

Experience feeling weak, the line is not smooth under the docking

Recently, the author visited the major electric business enterprises, on the development of electric business enterprises to investigate the problems.

"At present, many traditional brand enterprises began to try to e-commerce, but suffer from the lack of the start, not only under the traditional business concept, at the same time to do a lot of traditional mode of business is also difficult to directly respond to the various personality needs of customer service." Wang Han, assistant general manager of the electrical appliances, told reporters.

Some traditional manufacturing enterprises choose to rely on the original business agent enterprises in the Internet to open their own products store way to open the Internet "electric shock" road. "At the end of 2008 Taobao Mall for investment, we also try to join, in fact, did not hold too much expectations, did not invest too much resources." "said Chi Ting, the head of the electricity business in Leia.

Like Gloria. This kind has the certain popularity and the brand image Enterprise, both has the traditional commercial channel the quality product, also has the good post-sale service ability, simultaneously also to the consumer psychology grasping is more accurate. The accumulation of these advantages to a certain extent can make it in the initial exploration of e-commerce taste of sweetness. "By the year 2010 we saw a steady rise in performance, especially in the Singles Day of 2010, where the turnover reached 4 million, and we saw a lot of opportunities from that figure." ”

But with the Internet e-commerce stage, but gradually there is a sense of not finding their own position. Because unlike traditional commercial channel, the display channel of electric business product is mainly network, almost only pictures and a small number of video forms, consumers do not have the professional ability to identify the premise, can only look at the image of landscaping and modelling design and other elements, the real product quality, quality, feel, safety and environmental characteristics, the internal process advantages and so on, Can not be fully demonstrated. "2010 Gloria Electric dealer sales were 20 million, which accounted for only a small portion of the total sales." ”

Contrary to the dilemma is that most of the electric operators on behalf of the company has a professional training of marketing, customer service and other teams, familiar with E-commerce and network shopping environment, often more accurately grasp the network consumer mentality in the electric business stage show relatively free.

"Received new products, we will specialize in the product shop style positioning, selection of products, the selection of sellers accept the highest, cost-effective products for the main push, attract popularity, every holiday, will also be appropriate to carry out a variety of promotions, including seconds to kill. Wang Han told reporters, easy to accumulate a professional product operations team, will be the traditional enterprise production requirements of strict control, effective use of network marketing to improve product conversion rate.

However, this type of electric business operators often face another problem because of the production of products, circulation links, raw materials and other elements know very little, leading to some seemingly feasible ideas on the Internet, in the physical production enterprises there, but can not implement production. In the end, there may be problems in stocking, production cycle, product supply and other links.

Another kind of universal problem is the lack of experience of the electrical quotient. This is a lot of attention to experience, physical sense of the product to bring great trouble. Novartis Furniture Co., Ltd. launched its own official mall website last March. The core competence of this type of E-commerce enterprise lies in the vertical market of netizens and purchasers.

"Online, customers can not experience a good furniture products, the effect is poor." "Novartis Furniture Co., Ltd., general manager Wang Yaiun Frankly, the furniture industry to do E-commerce has a lot of obstacles, such as not only the size of the furniture, heavy weight and the need for professional and strong after-sales service."

How to enhance the user's experience and interactivity during browsing and enhance the "stickiness" of their own construction of the electric business platform is the key to occupy the market place.

A new approach to Guang-fo Chicheng

Build "China's largest e-commerce experience capital"

"If people sometimes split their personalities, then our current e-commerce is also split in personality," he said. "Guang-fo zhi Cheng, the investment technology director Haili told reporters," You see a consumer is often in the physical shop experience finished products, clearly in the heart is satisfied, but pretended not satisfied, back home on the Internet to compare the price of goods, and then to the online purchase, this is not a split personality? ”

The "division" of electronic commerce is the embodiment of its own lack of satisfying the consumer experience. Haili analysis, this "split" is also a kind of injury to the traditional commercial retail store owner, because they entered the goods, rented a shop in the vicinity of your home, recruited a service staff to provide you with the physical experience of goods, and after you experience, but on the Internet to buy a competitor's goods.

Therefore, Guang-fo-Zhi city wants to build bridges between the two, and the traditional business complex, Guang-fo-Zhi City chairman of the Yellow River is to create the country's largest e-commerce experience. Relying on the "wisdom of Foshan," The cloud platform, here are the Pearl River Delta Strong Industrial manufacturing capacity, and the rental cost of office space only Guangzhou Tianhe north of One-fifth, is located in Guang-fo wisdom City 800,000 square meters of the gross amount of "industry + business" new model to provide room for accommodation. We want to create a platform for industry and commerce, build a bridge between industry and business, create an offline experience center of visible agglomeration, create an electronic commerce service agglomeration area, and provide intensive integrated service for the three types of enterprises.

According to the plan, Guang-fo-Zhi City is committed to building amorous commercial Street area, Shopping Mall, Eco Office area (Ecological Business Park), boutique hotel group, business Hall, such as five great products, the goal in the next 3 years, to the big Foshan and even the Pearl River delta in the multi-level consumer groups to provide new features of shopping leisure, Sightseeing entertainment, cultural and educational activities and other experience interactive venues. In addition to providing consumers with a full display of e-commerce products and functions of commercial space, to help the electrical business from the line to the offline. At the same time, for the electricity to provide a single enterprise can not do, such as: talent training, advertising intensive delivery, centralized office, network hardware matching, government tax concessions, experts and Scholars Forum, industry Exchange salon, photo shooting, model training and other ancillary services.

According to some interested in the canton and the city of the electric business feedback, the combination of commercial real estate and E-commerce, large-scale centralized commodity experience and online purchase mode, is indeed a very challenging innovation. For the electric business enterprise, Sales is the key, can increase consumer's sustained attention and loyalty, effectively increase product sales, they dare to try.

The author Deng San Yao Zhang