Since the global economic crisis, domestic demand-oriented economy has become the economic growth model of major countries in the world

Since the global economic crisis, domestic demand-oriented economy has become the main economic growth model of the world. As for China, from the three aspects of stimulating economic growth-investment, consumption and net exports, the traditional pattern of investment growth has created a lot of overcapacity in China, and the risk of local government debt and financial system is getting higher. But export pull is due to the growth of China's economy and the poor development of foreign markets, its importance is getting lower. In the future, the growth of China's economy will only gradually shift to consumption, and in this process, the retail industry as a link between consumers and producers, its development is particularly important.

Comparison between O2O mode and o2m mode

As an important part of the national economy, the proportion of retail industry in the national economy is increasing every year, in 2008, China's wholesale and retail industry increased by 2.6 trillion yuan, in GDP accounted for 8.3%; in 2012, China's wholesale and retail industry increased the value of 4.9 trillion yuan, in GDP accounted for the ratio of 9.5%. The growth rate of China's retail industry has been higher than GDP, and the proportion of GDP has been increasing year by year, which shows its strong impetus to promote national economy growth.

Fig. 1 Value added and GDP growth of China's wholesale and retail trade

In recent years, under the influence of macroeconomic low operation, per capita disposable income and consumer expenditure growth slowing, the domestic demand is weak, the traditional retailing industry is slowing down, and it is in sharp contrast to the rapid growth of the network retailing industry. With the development of online shopping market, online shopping has become an important channel to stimulate consumption. According to data released by the China Electronic Commerce Research Center, China's online retail market in 2013 was more than 1.8 trillion yuan, compared with 2012 's 1.3 trillion yuan, an increase of 42.8% in total retail sales of consumer goods from 2012 to 8%. Under the background of domestic demand economy, the retailing business plays an increasingly important role in promoting the development of retailing industry.

Figure 2 China's online retail market turnover and the proportion of total retail sales of consumer goods in 2009-2014

In E-commerce today, the traditional retail industry has been deeply aware of the original can not stick to a three-acre field, only to embrace the Internet, positive transformation, open up online channels, in order to homeopathy. And for E-commerce in the rapid development of the tide of benefit of the electric business enterprises, but also realize that light on the online advantage will eventually lose power, must extend the business to the market under the broad world, the development of a full channel sales model, only hope to defeat the traditional retail industry.

Driven by their own needs, the traditional retail enterprises and the Internet power companies from their own advantages, to explore the combination of offline and online business model, the resulting O2O model, seems to be to solve the electric business and traditional retail enterprises of the dual needs of the choice.

O2O mode, can you really blur the line under the boundary, pulling consumer demand, led to the development of retail industry a new form? At present it is worth pondering.

The basic business logic of the O2O e-business model is that users pay upfront on the platform, then to the offline consumer experience, the merchant real-time tracking its marketing effect, thus forming a closed-loop business services and experience process, the purpose is to provide online enterprises with the quality of goods and services under the line of supply, for offline enterprises to provide online passenger flow import. In fact, the demand between online enterprises and offline enterprises is not completely symmetrical. For online enterprises, they have a huge flow and user resources, the demand is offline goods and services, hope through O2O to solve the supply and demand of the docking, in order to ensure their own users and traffic on the competitive advantage, in line with the cooperation of enterprises with exclusive. And for offline enterprises, O2O is only one of the means to achieve the whole channel marketing, in essence, demand as many as possible on the line of tourists, and the exclusive existence of online enterprises have some contradictions.

Comparison of the development of O2O mode in domestic and foreign retailing industry

At present, for the traditional enterprises, the implementation of the 020 model can not only rely on the existing good passenger flow to import the ability of the online enterprise, can also start from their own, through the O2O to achieve the extension of the online channel.

The exploration of O2O model abroad is very early, there are many successful examples. Macy's in the United States, which is typical of traditional retail enterprises using O2O to build a full channel sales model. Macy's O2O Marketing core is: around the goods, the user's consumption habits, create a new consumer experience. After entering Macy's store, consumers will be prompted to open the app, and the sensor will then push the store's promotional information and electronic coupons. In each area, consumers can browse through the app for promotions on nearby products and inquire about further information, such as evaluation, commodity raw materials and price comparisons. This step, you can naturally link to virtual channels and a variety of social media, to achieve seamless transfer between channels.

In the market of our country, the exploration of O2O mode of retail industry is driven mainly by several big electric business platform, the O2O of entity retailer tries to realize through cooperation with several big electric business platform basically. For large platform enterprises, their products are often universal, so the entity retailer in the application, only according to the established product design business scene and experience flow. At the same time, as an independent profit organization, the electric business platform needs to consider its own strategy and profit model, it is difficult to take into account the consumer experience and deep operation level of retail enterprises. This causes the domestic O2O marketing core is revolves around "the marketing activity", namely: through the preferential or the electronic voucher form, changes the consumer's certain custom and the passenger flow path as the goal, but neglects the commodity itself the marketing and the user's consumption experience.

2014 "38" major electric business platform during the O2O War, Wangfujing department store that day to provide "300 minus 80" voucher support, micro-letter payment provides a "brush micro-letter payment on the courtesy" of unequal subsidies, both sides of the joint marketing and publicity. During the activities, although the consumers chose the micro-letter payment in Wangfujing department store, but the payment link experience is not ideal, single consumption in the payment link needs to spend 15 minutes, seriously affecting the consumer's shopping experience. This kind of retail business O2O marketing in essence does not improve business efficiency, operational details of the cost and business fluency is not ideal, can not achieve the purpose of promoting the shopping experience, and when the benefits and activities after the end, because it is not natural and common sense experience design, The question of whether to attract consumers ' continued consumption and the introduction of new sources is more questionable.

From the comparison of O2O development model at home and abroad, we can see that the driving force of foreign retailing O2O is entity retail Enterprise itself, so the starting point will take into account its own positioning, target consumers, commodity combination and other characteristics, around the promotion of consumer core experience as the goal of the whole channel sales. At the same time, the majority of foreign entity retail enterprises after decades or even hundred years of test, experience or countless cycles and shocks, it is clear that retail is around the goods, a never-ending, for consumers to serve the marathon, so each design will focus on "sustainable operation" and "profitable" two basic indicators, Marketing is usually just one link.

In contrast, the traditional department stores in recent years due to the decline in sales faster, profitability and survival pressure is very large, but also need quick solutions to quickly reduce the speed of customer churn.

The possibility of O2O development of domestic retailing industry

In recent years, the popularity of portable intelligent terminals to promote the rapid development of mobile internet industry, electric business enterprises have been deeply aware of the mobile Internet will be the next stage of growth, a new focus on the layout of the mobile end of the business, and the O2O model and mobile Internet integration, but also the general trend. March 2014, Gome put forward the future strategic development direction, that is, "offline entity shop + Online Dealer + Mobile Terminal" Modular operation mode, also known as o2m, this is the first time in China to propose the concept of o2m.

At present, the key to O2m is "M", or "mobile end" participation. Compared with the traditional O2O mode, O2M introduced two new processes, first, the online to offline process of traditional Internet to the mobile Internet traction and transformation, that is, online to mobile, and then offline to Online process of the median line down to the moving end of the drainage, that is, offline to mobile. The O2O model is a simple interactive process between traditional Internet and offline entity stores, in the o2m mode, the traditional internet and mobile internet can have an internal flow of traffic on the process, offline traffic has a flow to the mobile end of the process, and then focus on the mobile end of the transformation, and finally realize and offline entity shop interaction.

For the retail industry, O2M will not only O2O mode in the mobile end of the complement, more likely to O2O and development, relying on the mobile internet o2m model in the development of localized retail market, to promote the localization of the supply chain to meet the line under the two-way demand has its own unique advantages. At the same time, in the o2m mode, the merchant needs to pay more attention to the drainage on the line moving end, and the future offline channel and resources are more important to the line drainage. As a result, traditional retailers with physical stores and offline channels will have more advantages, while pure-power companies may lose more opportunities because of the lack of access to online channels. With the maturity of the mobile electric business, the importance of offline experience in the introduction of online passenger flow will be more prominent, the role of offline entity stores and offline channels will be more prominent. If we can grasp the characteristics of "network socialization" in the mobile Internet era and fully utilize social thinking, the traditional retailer with the advantage of physical store and offline channel will occupy a place in the o2m tide.

At present, the domestic is not no entity retail Enterprises self-built O2O, layout of the whole channel case. Step by step high adhere to the localization supply chain to meet the needs of the line under the "Regional localization O2O mode", "run through" physical retailer transformation. Does not attach to any Internet platform's step high O2O has realized "the on-line orders, sinks Miba (convenience store) to pick up" the line to the offline function realization, and in the Ali Department, Tencent Department, Baidu department in the "38 section" of the Beach Wai Close, step by step high collection of its department stores, supermarkets, home appliances and online electric business platform step by step High Mall, Through the line with the online sales promotion, to achieve sales of 510 million yuan, the year-on-year growth of nearly 150%. At present, step by step high O2O channel strategy has been effective.

Perhaps in the near future, can expect the traditional retail industry to rely on their own advantages, adapt to the tide of the Internet, since the construction of online channels, to create a strong "store business" system, reverse impact on the existing "Electricity quotient" pattern. It is still too early to assert the future of retail development.