On behalf of Operation: Conservative choice of traditional retailer's "net"

Whether it is the whole industry chain brand such as COFCO, or the entity ultra such as Metro, e-commerce has invariably become the new strategic focus of their recent years. But on the one hand, the traditional enterprise's electric business experience is relatively insufficient, on the other hand, the cost of all independent operation is too big.　　These companies are looking to a more conservative "net" way-on behalf of the operation. To overcome bottlenecks on behalf of the operation, that is, professional third-party companies to an E-commerce project platform to build, day-to-day management agent.　　Agent operators are generally cat (micro-bo), Beijing-East and other third-party platforms on the official flagship store, or corporate official website and vertical Online mall. Since the Ministry of Commerce has expressly encouraged large entity retailers to start online shopping malls, E-commerce has become a new development focus of entity retailing enterprises. At present, the interest and concern of the traditional retailing industry to E-commerce is unprecedented.　　However, in the eyes of many people in the electric business industry, the traditional retailer has many bottlenecks, which is also the important reason for the net of many entity retailers. "The opposite of experience and concept is a big problem for the entity retailing enterprises to do badly." Said the CEO of an electric business enterprise.　　In the previous years, he had made a detailed investigation and development plan for the online business of a large retail group in Beijing, but the project had to be abandoned due to the differences in concept. In his view, on behalf of the operation can become a conservative traditional enterprises to move to the first step of the electric business, and this has been included in the electric operators of the company's Anshui founder of the business, including the approval of the industry. "On behalf of relatively small investment, low cost, high efficiency, and can easily collect user needs." Anshui that the operation is one of the ways in which traditional enterprises quickly cut into electric business.　　On behalf of the operation of the company can provide professionals, ERP system, and familiar with the network to buy customers demand, than the traditional enterprises to build online shopping mall to be more insurance. The strategic springboard in this round of traditional retailer "electric business" trend, recently in China to seek accelerated expansion of the foreign supermarket metro also frequently test water e-commerce field, not only out of the "Metro Online Mall" business-to-business Business and the day Cat Mall "Metro official flagship store" business, but also with full network (micro-BO) and other group buying site cooperation　　and develop marketing channels.　　There are close to Metro's industry, Metro's electric business hope that through the generation of operating companies to cultivate the market, understand the user, but ultimately will still be independent of the Web site as the main business form, to achieve O2O business model. Insiders said that the generation of operations as a strategic springboard in the form of the industry is not uncommon.　　Forever 21, the US fast-fashion brand that recently opened China's first store in Shanghai, has been operating for about a year on its Chinese website and the cat flagship store. As the forever of the 21-day Cat flagship store, Ruijin has been cooperating with this fast-fashion brand from the United States for a long time. Anshui said that many foreign brands to enter China's first stop is not in Beijing or ShanghaiOpen a shop, but choose network sales. "The use of online shopping is not only cost-effective, but also important for foreign brands trying to test the Chinese market." "Not long ago, the United States established department store group Macy's and Jiapin network to achieve cooperation." Macy's Chairman and CEO Terry　　J. Langer admits that through this cooperation, Macy's can quickly grasp the Chinese consumer shopping habits, shopping patterns and other aspects of information, so as to fully understand the characteristics of the Chinese market. Expand Online channel "unique" Anshui that, although the market prospects for the operation of a broad, but for the high standardization of goods, more unified pricing products, such as clothing, if the day cat flagship store prices and department stores the same, consumers why to buy in the sky cat?　　After all, online shopping can not try to wear the drawbacks in the clothing category is still very prominent. "Therefore, we are also with a number of brands to try ' joint design, common production, common sales ' such a new model." Anshui said, because on behalf of the operation of the company more understand the needs of users, so in line with the brand positioning, on behalf of the operating company can work with the brand to deal with some of the goods, only in the network channel sales. He also revealed that Ruijin and Saint Paul are doing this, in addition to the down jacket brand "duck baby."　　This means a breakthrough in a new field for operating companies and traditional retail companies.　　People close to the situation said that "joint design" meant that the entity retail brand began to pay attention to the special needs of consumers in the commodity design phase. "Common production" reflects the high fusion of the electric business enterprise and the traditional enterprise, "the common sale" means the underwriting of the goods by the operators, which provides a new idea for the traditional enterprises to do the electric business. "Whether successful or not, this is a useful attempt on behalf of the operating industry." Anshui that, with the frequent net of traditional retailers, the generation of operations will become more and more enterprises choice. Commercial newspaper reporter Chong Xiao Meng