How to play the distributor in traditional retailing

The rapid advent of China's electric business era, has far more than the traditional retail enterprises of the imagination. Traditional retail, emerging electricity, product suppliers "Three Kingdoms" confrontation, in the ecological circle in the process of rapid building, channel integration has encountered unprecedented challenges and opportunities. March 30, Shanghai Jiaotong University-France Marseille Business School Aemba together with the Kai Shing Consultation held "Aemba Strategic Dialogue series activities of E-commerce channel integration of the strategic layout of the era," around the above topic began to explore and exchange.

Electronic Business challenges opportunities coexist

According to the latest data released by the China Internet Network Information Center, as of December 2012, Chinese internet users have reached 242 million yuan shopping and internet shopping usage increased to 42.9%.

In the 2012, the retail business of the electric business showed strong upward momentum. E-commerce annual transaction size of about 1.304 trillion yuan, an increase of 66.2% per cent, and continue to maintain high-speed growth. The total amount of online retail sales accounted for the total retail consumption of consumer goods, and reached 6.3%. This is mainly due to the rapid development of the electric business ecosystem, the continuous upgrading of online shopping experience, as well as the rapid growth of the logistics industry.

At the same time, the drawbacks of traditional retailing industry are gradually appearing, mainly because of the high price and low efficiency of traditional retailing. Last year, the retail industry had a rare 20-year downward trend, with the garment industry doing the most and showing a high inventory crisis at year-end, including a number of front-line brands and offline channels.

As one of the speakers of this forum, 1th shop Vice President Cheng that from selling products, selling services, selling traffic, various modes of channels have their own characteristics, and e-commerce with traditional channels are difficult to reach the advantages.

However, some experts have a more cautious attitude towards E-commerce.

The head of Diageo Greater China believes that the Chinese traditional retail and electric operators and the operation of the chaos, suppliers face the electricity business still hesitant mentality. "Traditional channels to the development of the electricity business needs to be sustainable, that is, consumers, investors, supply chain three profit." Counter-view of the domestic large electric power, to the east-led, consumers benefit, but the investor has lost billions of years, the supply chain, the bottom line of profit has frequently been penetrated, it does not achieve sustainable development, the prospects are not optimistic. ”

For the different characteristics and advantages of the traditional retail, Xujiahui (002561, shares bar) Mall department store deputy general manager Zong Peng said, "electric dealers and traditional retail should recognize the characteristics of their products, so that the two models organically combined to achieve the goal of mutual win." ”

Frequent channel integration

Nielinghai, deputy director of the Ministry of Information Technology, has said that future online commodity prices will increasingly converge. As consumers pay more attention to brands, services and quality, price factors will gradually fade. The development trend of the electric business will be the high fusion of the traditional enterprise network.

As early as 2009, affected by the financial crisis, there are many long-term main line under the traditional enterprises, has begun to explore the virtual platform of online shopping. Manufacturing areas such as founder, Lenovo, Haier, home appliance retail industry such as Suning, Gome two giants, food such as COFCO, clothing such as Li Ning, seven wolves, and so on, led the Chinese traditional enterprises to open the chapter of E-commerce Marketing.

In the traditional enterprises to enter the electronic commerce into the online shop at the same time, online brands are also beginning to test the waterline, the opposite. Recently, every customer prudential product CEO aged Media interview, said that 2013, where customers will be from the line to the line. "Mann", "Mai Lin" and other "because of the nets and health" brand has begun to the offline direct shop.

But the fact is, a lot of electronic commodity cards have encountered substantial problems. is the line and the price of online product need to unify? How to solve the channel conflict? In terms of management, how to establish a unified system with the various brand operators docking? These are questions that require deep thinking and planning.

Customer Experience watershed

Although many electric dealers have achieved considerable success, this does not mean the disappearance of traditional stores. Insiders pointed out that personal experience is the consumption process to attract buyers a major factor, including raw food, clothing, shoes and hats and other goods for their sales time, on-site trial and other aspects of the objective requirements and become the electric business soft rib.

Consumer leisure time have in a variety of containers before the shopping is also a kind of enjoyment, it is clear that this kind of comfort is not in the cold human-machine communication can feel. In addition, just on the front of the electric dealers in the after-sales service, credit accumulation of the short board, while the large stores have a more solid market reputation. It can be seen that, although the electricity business has diverted the traditional store customer, but cannot replace completely.

For the future of E-commerce, No. 1th Store CEO Gege that, "in the case of high competition, electric business enterprises may appear in the early days of alienation, but the future differentiation will be smaller and less." As a result, the customer experience will become the future of good electrical and mediocre electricity business watershed. ”