NET of traditional retailing industry: the opportunity and challenge of electronic business generation

Faced with the power of the net, the road to self-help, the traditional retail business situation is just the opportunity of the electric business on behalf of the industry.

"Open the window, all enterprises outside the future will be online business, the electric business generation operation prospects and demand is limitless." He Shi, vice president of electric Power, said in an interview with the investment community.

He Shi's confidence is rooted in the boom in electric commerce and the current "net" situation in traditional retailing. It is this kind of environment that gives the opportunity to those companies that offer solutions to the electricity business.

Traditional retailing industry under the strangulation of electric dealers

Electronic commerce is rapidly strangling the traditional retailing industry. Ma Yun once said: "Ten years later do not do E-commerce, will have no business." "In recent years, traditional retail companies in the face of the positive confrontation with the electricity business, China's retail industry has gradually clouded the sky."

The July consumer structure report released by the Ministry of Commerce shows that the consumer market presents the characteristics of the continuous acceleration of Internet consumption, according to the Ministry of Commerce monitoring, July, online shopping growth of 26.3% per cent, department stores, supermarkets grew 15.9% and 8.9% respectively, the online growth rate is significantly higher than offline.

In the face of the pressure of online sales, the traditional enterprise under the market gradually into the "either the electricity quotient, or no business" of the dilemma.

Last July, Gome issued a profit warning report. Because the electronic commerce channel erodes some retail market, has promoted the buyer bargaining power, causes the terminal price to fall more and more transparently. This led to a decline in the traditional retail business margin and weakened competitiveness. In the face of the electric revolution, including the Gome and other traditional retailers can only accelerate the change, Gome has set up the bowser and Gome Online mall two electric business platform. According to the United States confirmed that at present, the Bowser is more open to third-party sellers. and Suning is fully promote suning easy to purchase as a new leader, physical store structure is also adjusting.

China Academy of Social Sciences Information Research Center Secretary-General Qiping asserted that online shopping once accounted for 5% of total retail sales, will cross the threshold, showing the potential of the outbreak, and began to have a global impact. 2013 will be the starting point for changing the pattern of China's retailing industry.

Deep in the traditional industry people already feel "coolness", in Beijing department store operating a fashion shop Li Mei (alias) looking at the past customers, difficult to cover the melancholy: "Compared to the previous two years, business is becoming more and more difficult to do." ”

Traditional department stores are gradually becoming a "fitting room" for electric dealers. "A lot of customers try to finish their clothes, look very satisfied, that is not to buy, asked the price of the number to go, back to the Internet to buy." "said the boss, who runs a clothing store.

Change is inevitable but not plain sailing

Power companies to push or to save themselves, in short, they have to face and adapt to the new business environment and new consumer consumption patterns. In fact, the change of traditional retail industry has already quietly begun, do this kind of transformation of the leading enterprise when Su Ning, the pace is big, turn quickly.

However, the traditional retail business "net" is not smooth sailing. China Chain Management Association released data in April this year, in 2012, the chain hundred enterprises, there are 62 network retail business, compared to the 2012 statistics of 59 new 3. But relative Jugensen in the Internet area Taobao, compared to Beijing, the traditional retail business road is still in the exploration or experimental stage, and in the logistics distribution, after-sales service and goods to pay, and so on, "net" traditional retail enterprises on the "Internet play" is still a child stage.

2012 launched the network retail business 59家百 Strong Enterprise, the distribution covers the whole country has 32, supports the goods to pay the enterprise 34, only half. And in 62 net chain enterprises, the sale of billion yuan only 9, and over the trillion network retail sales ratio, is too small.

As a traditional enterprise of positive transformation, suning is treading on thin ice in the field of electric business. Suning in 2012 to achieve the main merchandise sales revenue of 15.216 billion yuan, has not reached the previous set of sales target of 20 billion yuan. Gome in 2012 to achieve sales of electricity quotient 4.41 billion yuan.

It's a big challenge.

Ma Yun said, where there is a complaint where there are entrepreneurial opportunities, the traditional retail industry net is the electronic business on behalf of the opportunity to operate.

He Shi told the investment industry reporter, on behalf of the operating industry, the opportunity lies in the line of business chain needs different enterprises to division, collaboration, like offline retail. New environment, new channel, new technology and business model need to be set up business chain and interest chain, regardless of whether the company positioning is "distributor" or "service provider" will reflect its value and corresponding business opportunities. (Zhou Yumei)