Retailers accelerate "net" to "hit the ground"

Online retail enterprises are eager to fall to the ground, brand awareness will be transmitted to the offline retail market, the offline retail entities covet a huge online shopping market, have net want a piece.

Recently, the large mother and child electric Shanghong children announced that its first mother-child chain stores will be completed in the first half of 2013, the location of the preferred Beijing-Shanghai and other front-line cities. and offline entity stores also accelerate the expansion of the online shopping market, Asia's largest health and beauty products retailer Watson Official online mall, at the same time in the national stores and official website Mall officially launched a dual-line strategy; Zhejiang retail giant Yintai department store announced that the company's Chinese name from "Yintai Department Store (Group) Limited" changed to " Yintai Commercial (Group) Co., Ltd. ", the future will focus on the development of shopping malls and electric business."

Analysis of the industry, online and offline retail enterprises will become a two-way integration of retail development trends in the future, two types of enterprises can take advantage of their respective advantages to seize the new market, expand market share. However, the current power to enter the physical retail industry is not a good time, should be carefully considered.

Retailers

Expansion line, shrink line Store

Watson, a large domestic retail chain with 1300 and more than 200 city stores, announced that it would enter the online retail market fully this year. Watson's official website is officially operating this month, the mall continues its physical retail product advantages, in addition to selling its own brand and entity stores exclusive brand is goods, but also with a number of internationally renowned milk powder brand cooperation.

Watson said that the company's official website of the online mall, strengthening Watson's depth of the layout, "the shop is not covered by the place, we can use the network to touch." The platform to ensure that the line online price. "Previously, the retail store in December 2011 into the cat flagship store, the end of last year to launch the palm of the Internet store."

Zhejiang retail giant Yintai Department store renamed 20th this month, by "Yintai Department Store (Group) Co., Ltd." changed to "Yintai Commercial (Group) Co., Ltd.". According to the new Yintai Commercial group's plan, the future will be set up department stores, shopping centers and E-commerce three division, which focuses on the development of shopping malls and electric business. According to its financial results, at present, Yintai three great cause of the state, by the Silver Thai Network composition of the current volume of the smallest, only account for about 4% of Yintai department stores sales. However, Yintai department store chief executive Chen said, the current development of Yintai network is far faster than other companies.

It is reported that in recent years, traditional department stores are confronted with many challenges, such as consumption demand, environment, mode and so on, especially under the pressure of shop rent, location, labor cost, and the double impact of the electric business, traditional retailers have opened up the online market. According to the China Association of chain operators to provide data show that "net" traditional retail enterprises in the annual increase, among them, hundred strong chain Enterprises, 2009 and before the opening of the network retail business for 14, 2010 31, 2011 reached 52, 2012 59 retail Enterprises operating more than 70 stores.

At the same time, traditional retail physical stores are shutting down, adjustment, contraction, of which, Yintai department store decisively slowed the expansion of individual department stores, Wal-Mart in the first half of last year closed the Shenzhen 3 "preference" stores, and then closed the Zhengzhou "27 stores", its Wuxi Hongxing Road, Shenzhen Park Ling Shop will also be closed in April. Bu bee lotus Beijing Grass Bridge shop in Beijing for seven years, also closed this January 4. Domestic retail giant Suning, Gome also slowed store expansion, shrinking physical stores.

Scramble to the ground, expand the physical store offline

Electrical business

Scramble to the ground, expand the physical store offline

Traditional retail sales because of the decline in income, rents, labor and other cost increases have contracted offline entity stores, and online dealers, brands are doing the opposite, competing for landing expansion.

The line of well-known mother and infant large electric Shanghong children announced this year to accelerate the landing, the first half of this year will open the first entity sales outlets. Red children previously to network sales-oriented, 2012 net single accounted for more than 90%. The goal of the 2013-year Red Child is to cover the whole country. According to Su Ning, Vice President Li bin revealed that Su Ning and red children have conducted research sites, the first mother-child chain entity stores will be completed in the first half of 2013, the location of choice for Beijing, Shanghai and other consumer markets more developed cities. Since last September, suning and red children have been in the supply chain, logistics warehousing and distribution, after-sales service and marketing interaction on the overall synergy. ”

In the online shopping market fame of well-known women's clothing brands in South Korea last year also tried to open a physical store. Last June, the brand's first physical store opened in the Golden section of the north gate of Shandong Normal University. Seoul, the CEO of Chong through micro-blog explained that the entity shop only for the trial of operation, not all the energy into the offline channel.

Another Taobao apparel brand was also expanding online last year on a massive scale. According to the founder of the Fang Jianhua introduction, the Mann opened more than 30 entity stores, mainly in Shandong, Inner Mongolia, Heilongjiang, Anhui and other northern two or three-line city, the entity Shop Operators Direct Battalion mainly, joined as a supplement. Fang Jianhua pointed out that "the Mann can completely open the physical shop in the network is not developed in the two or three-line city, thus seizing those who are not familiar with the Internet users, more close to the people of the German brand consumer." ”

The line is complementary to win together

Expert comments

"Physical shop + E-commerce dual integration to achieve success." "Guangdong Chain Management Association president Sun Xiong yesterday in an interview with reporters that recently, the association organized the industry on the traditional retail enterprises to carry out e-commerce discussions, many enterprises believe that E-commerce is a trend, but the mainstream revenue is still from the physical store," at present, whether wide hundred, yintai, Tianhong, etc. or other retail enterprises, E-commerce sales in the overall income ratio of the share is very small, some 1% are not. ”

"Ma said that in the future the sales of electricity dealers in the entire retail market accounted for 10%, I think this number is too optimistic." "Sun Xiong said that the retail enterprises to carry out e-commerce costs high, distribution costs, investment in human, material, cost, but inefficient, consumer disputes, the contribution of the enterprise is not, so some retail enterprises do not value it too." In addition, "some commodities such as fresh products can not rely on the operation of electric operators, third-party distribution, consumers must experience, in the real store experience services, promotions." ”

Sun Xiong that, there are some electric dealers, network brand stores ultimately choose to do physical stores, but also based on consumer needs to experience, through the physical store so that consumers truly understand the brand, goods, services. "The future business needs omni-directional, multi-channel, electric business, traditional entity stores must constantly integrate, in order to avoid development bottlenecks." ”

Huang, a business school at Renmin University of China, also believes that the electricity quotient is complementary to the store to win together. For example, in the high-end goods market, because of high commodity prices, strong technical and after-sales service, patronize large department stores, shopping malls and have a high degree of credibility of professional stores and special stores, store purchase has a comparative advantage. The advantages of online shopping is low cost, cheap, fast and convenient, labor saving time.

China E-commerce Research Center analyst Mo Dai Green, the current traditional retail "net" is still difficult to solve the problem of hand to hand, online sales impact line sales, "such as clothing brand to pure, online shop after the impact of on-line sales of physical stores, eventually had to close." "This problem is also part of the current concerns of some companies."

The electric dealer opens the shop to be steady to hit firmly

Guangzhou Sheng Yuan Biological products company said, even into the electric business platform is only as the offline entity stores receive a single window, will not directly in the Electronic business platform for distribution sales.

For the current electric business Offline development entity shop, Mo Dai Green think this is not a good time. "I think that now the electricity business is not a large-scale open entity shop, because the competition under the line is very fierce, the electricity business does not have any advantage, some electric business enterprises such as Massamasso opened the entity shop and then closed, so I think the electric business enterprises also need to be steady, do not rush." ”

It is reported that the domestic Dream Bazaar, Mai Lin, Lanmiu and other well-known network brands have been laying the physical shop, of which the largest number of Mai Lin even once reached nearly 500 (including direct shop and franchise stores). However, from 2011 onwards, Macaulay began to shrink the solid front, direct shop from the previous 143 quickly reduced to 117.

Nanfang Daily reporter Ozhiki