Imagination: The future possible path of network retailing

From the Internet's impact on retail, the existing consumer model is not the most efficient, experience the best network retail mode, they are likely to be overturned. That year, Yahoo will not think of Google Subversion, Nokia has ridiculed Apple does not understand the phone, is the reason.

Wen/Zhang Chenyong

In the past, large supermarkets have replaced grocery stores as the mainstream of traditional retailing, as large supermarkets have lower prices and richer goods than grocery stores.

But in the siege of large supermarkets, convenience stores have sprung up, in the developed areas such as Taiwan, convenience stores are becoming the first retail business. Although the convenience store commodity is not rich enough, the price is not affordable, but the convenience store is more convenient than the large-scale supermarket, better satisfies the convenience demand.

The pursuit of more convenient, lower price, better experience of the shopping way, is the evolution of the retail business of the internal driving force. The same is true of electric dealers, whether they can better meet consumer demand, is the basis for its development.

We divide the shopping demand into four kinds: convenience shopping, shopping, shopping, experience shopping. Different types of shopping, people focus on different needs, which affects the form of retail business.

Convenience shopping refers to the urgent purchase of a small amount of daily necessities shopping needs. The large number of small supermarkets around us (convenience stores) is to meet the convenience of shopping. Convenience shopping, focus on convenience, but the price and the wealth of goods relative attention.

Focus on shopping refers to the purchase of a large number of household items shopping needs, emphasizing one-stop shopping for the large supermarkets, is to meet the focus on the purchase. Focus on shopping, focus on the wealth of goods, prices, but the convenience of the second.

Single goods shopping generally refers to the purchase of a class of standardized high unit prices of goods, such as the purchase of electrical appliances, digital, department stores and other commodities. This kind of commodity standardization degree is high, the purchase frequency is low, the consumer generally will know the related information before buying, hoped obtains the most economical price and conforms to the demand commodity.

Experience shopping generally refers to the purchase of non-standard goods, such as clothing, furniture, building materials and other commodities, relatively speaking, the consumer's concern for the commodity itself, higher than the price of goods, convenience of concern.

At present, the network retail demand for a single product to show its own advantages, in the other three areas need to accumulate and change.

The possibility of subversion

Jing Dong, the cat, when, Su Ning and so on, really will develop into the future of the electric business giants, will there be a new mode of electrical business subversion existing mode?

From the Internet's impact on retail, the existing consumer model is not the most efficient, experience the best network retail mode, they are likely to be overturned. That year, Yahoo will not think of Google Subversion, Nokia has ridiculed Apple does not understand the phone, is the reason.

The law of efficiency optimization, the change of objective environment, the quantity of consumers and network popularization, the improvement of the basic soil in the upstream and downstream, the constant trial and error of the new model, will promote the emergence of subversive electric quotient mode:

Network Retail from the satisfaction of "single goods shopping" to meet the "convenience shopping" and "family shopping", the future of network retailing than convenience stores more convenient, more efficient than large supermarkets;

Existing operators in the last kilometer of the distribution of high cost, poor experience, many problems, the future of the electric business model, may be from the last kilometer distribution subversion of existing electrical business model;

Quantitative change caused qualitative change, the number of online shopping population is growing rapidly, small area online shopping crowd density increased, may trigger a small area into the electric business model.

Chain convenience stores and large supermarkets and other traditional retailers into the field of network retailing, the change of the objective environment, the right time to find the right model, the line under the close integration, the traditional retail enterprises to use offline outlets more convenient and efficient to meet the shopping needs;

Technological progress, new technology to support the new retail model.

The structure of the future of network retailing

The final development form of network retailing must meet 2 conditions.

The first condition is to be able to compare to the traditional retail, better satisfy the convenience shopping, the family concentrates the shopping, the single goods shopping these three kinds of shopping demand.

The second condition is to achieve maximum social efficiency, the least commodity circulation, inventory backlog of the least, the lowest operating costs, the highest efficiency.

In the traditional retail, convenience stores to meet the convenience of shopping, large supermarkets to meet the focus of shopping, electrical appliances and other stores to meet the needs of single goods shopping. The traditional retail of several types of business, do not affect each other.

To meet the convenience of shopping, it is inevitable to establish a dense network. To meet the centralized shopping, it is necessary to establish a unified warehouse. In the future, the network retailing will integrate the dense outlets and the unified warehouse, and the two forms can promote each other, and achieve higher social efficiency and better consumer shopping experience.

The future of the network retail platform in the community to build a dense network, the network itself can meet the needs of community convenience shopping, can achieve hundreds of kinds of common goods within 10 minutes door-to-door. Dot and big warehouse integration, become the network shopping platform in the Community promotion point, logistics point, after sale point. So: In the last kilometer crowd orders, centralized unified distribution, reduce distribution and packaging costs, improve the shopping experience, achieve maximum efficiency.

The future of the network retail structure is the manufacturer, the electric business warehouse, community-intensive network of the combination of the highest efficiency, the least link through the consumer and manufacturer channels, efficient to meet the convenience of shopping, family shopping, shopping demand for single goods.

The development path of network retailing

The development of dense outlets combined with the retail form of large warehouses may require the following development paths.

1, by the current consumer leader developed into a combination of dense outlets of the retail format, the electrical business user groups and commodity types continue to develop, small areas of user growth to promote the distribution network increased, high-density network eventually developed into more services to achieve a new retail platform.

2, by the regional traditional retail giants, the use of Offline entity network resources, the use of supply chain resources, in a region to achieve a dense network of large warehouses in the form of retail networks. The result of this development may eventually be the development of regional retail giants, which have built up efficient retail logistics networks, each of which can even occupy more than half of local retail sales.

The result of subversive electric quotient model is to change the mode of production, circulation and retailing. In the long run, the ultimate form of network retailing may be a combination of dense outlets, regional warehouses, and central warehouses to meet the needs of consumers for convenience shopping, family shopping, and shopping for a single product.

Author Introduction: Zhang Chenyong, author of "Online supermarket series", this series currently has 43 articles, published in professional forums and related magazines. Mr. Zhang has 5 years of traditional supermarket 4 years experience in E-commerce, has been in Chongqing, a new supermarket, 19 easy station E-commerce company, Amoy Changzhou Online supermarket service, currently in Zhejiang Shentong E-commerce Company is responsible for operation, the ideal is to create line online under the tight collection of on-line supermarket projects.