Online shopping is becoming more and more prosperous, changing people's shopping habits

"Since I've got a shop and I bought a net," I've had less time to go shopping. "Chen Nan is a standard white-collar, like many young people, he is now more accustomed to using computers and mobile phones from the online supermarket shopping."

Synchronized with the change of Chen Nan habits, the trend of the network shopping is booming and the performance of traditional supermarkets is weak. The traditional retailer's supermarket mode is under the omni-directional impact of the electric quotient and the war, in the quality reduction, diversification, enhance experience, and explore the O2O model and so on many fronts to break through to survive.

Electric Dealer "chased"

With the rapid improvement of the network environment, consumers will become all-weather shoppers, most of the purchase can not be separated from the network

With the growing popularity of online shopping, the traditional supermarket a little "parry" not to live. The 2013 annual results of the Beijing business Group show that for the first time in 6 years the company has seen a lower net profit growth. The world's retail giants are having a hard time. According to the data released by the China National Business Information Center, Wal-Mart, Carrefour, Tesco, 3 of the world's top 3 foreign retail companies, in 2013, the number of new stores in China decreased by 27%, and there have been closed shop phenomenon.

"By 2015, with the rapid improvement of the network environment, consumers will become all-weather shoppers, most of the purchase can not be separated from the network, China will become the world's largest e-commerce market." Jian Chun, chairman of the Fortis Technology company, believes that the impact of E-commerce on the ultra industry is the most direct, the traditional retail industry faces a full range of Internet challenges.

In the same channel, the electric dealers show more and more obvious advantages than the traditional supermarkets. In addition to shop goods more rich, cheaper, and can buy all over the world and other advantages, million business club director Yang Zexuan also pointed out, "Now the main profit market of supermarkets food and fresh, also in the electricity business." Therefore, under the impact of the electric business, traditional supermarkets must recognize the change of people's consumption habits. ”

In addition to the impact of the electricity business, China Business Federation Deputy Secretary-General Yao that there are multiple factors affecting the supermarket boom. "The first is the rise in the cost of labor and commercial real estate rents, resulting in higher total costs and lower profits." Yao said, "the second is the overall value of the supermarket channel lower, facing transformation and upgrading." "Today, the business is more rich, both stores, shopping malls to meet people's high quality of life needs, and community convenience stores to meet the needs of daily life and services." And the supermarket basically has retreated from "all-inclusive" to meet people to buy fresh, fruit and vegetable food demand channel, function is relatively single, consumption and profit margin will be limited. "Third, with the promotion of thrift, against extravagance and waste of the spirit of implementation, shopping card consumption of a large number of decline, including supermarkets, such as the traditional business of the super industry has a real impact." "Yao thinks.

Supermarket "Think Change"

In recognition of the essence of the foundation, combined with the concept of innovation, should change the consumer, supermarkets can better "embrace" the future

In the face of difficulties, traditional supermarkets do not "sit down".

The first strategy is to compress costs, with preferential prices to retain or even "pull" back to consumers.

For example, Hefei City, Anhui Province, the music supermarket has done nearly 2000 kinds of small packaged snacks and Taobao sales. According to Le City shares brand marketing director Richie introduced, "to our monopoly small packaged snacks brand ' big mouth snack ' For example, in addition to the price is not higher than Taobao, we have other advantages: first, online individual merchants do not have our entire category, and we are updating goods every day; the second is in Le City, consumers buy one or two cookies can, Online shopping also have to consider the whole package of mail; Third, we do not have a network to buy snacks packaging transport damage that risk. ”

Although the same price with shop sales, but "big mouth snack" can also guarantee the highest gross margin of 35%, which is the secret of cash straight.

Secondly, "comprehensive plus experience" diversification is also the supermarket's breakthrough direction. It is understood that Sichuan Nanchong supermarket will be based on different seasonal solar terms and festivals, the development of different shopping theme, and in the shopping center set up a free water dispenser, children's car, price Finder and other service facilities. Another example, Le City supermarket is also trying to modular mode of operation, the supermarket into a number of independent modules, single pull out can become a store, integrated is a community supermarket.

The last and most fashionable strategy is the O2O model in the ascendant. For example, after buying an online supermarket store, Wal-Mart formed a shop, China's regional electric dealer headquarters and Sam's Club, from online to offline cooperation network pattern. Another example, the rich-infrastructure technology for the offline retailer developed a online shop platform application software-"micro-shop", the realization of physical supermarkets in mobile terminals and consumers docking and coverage, increase experience and intimacy, and ultimately enhance customer stickiness.

Supermarket transformation is a whole systematic project, the difficulty cannot be underestimated. In order to better "embrace" the future, we should make a change from the changes of the consumers according to the understanding of the essence and the idea innovation. Yao that the future competitiveness of traditional supermarkets depends on 3 points. First, to ensure the safety of goods, fresh and reliable; second, can increase the O2O service, including delivery and ordering services, the service should be in place; third, the price should be competitive, cultivate their own professional buyers, according to the changes in demand to organize differentiated goods.

In the concept of innovation, Jian Chun that the future of the retailer needs to serve the "Solomo consumer group." Solomo refers to social, local and mobile consumer groups, with the rise of such consumer groups, consumption has gradually become all-weather, full channel and personalized consumption, "Therefore, we should start from the perspective of the entire channel, the development of integrated customer information." For example, retail companies can collect ground stores, online shops, micro blogs, micro-letters, micro-stores and social data to draw personalized views of each customer. ”