The difference of traditional retailing and electronic commerce

The difference of traditional retailing and electronic commerce

Gege (see http://www.linkshop.com.cn/web/archives/2010/135307.shtml)

I June 3, 2010 in the network era of changes in the pattern of retail trade and development of the report, the joint Business Network summarized, quite organized, now turned to the next.

June 3, a seminar on the change and development of retail industry in the 2010 Network era, sponsored by Shanghai Commerce Commission, was held in Shanghai, in the theme of "The challenge of the network retailing: The face of the physical retailer", the meeting discussed the dilemma of the traditional retailing enterprises in net, the problems faced, and how to deal with them actively.

Development trend of e-commerce in China

The difference of traditional retailing and electronic commerce

1, physical characteristics:

Traditional retail: Physical stores, real goods, covered limited radius, limited shelves, business hours, customers to shop, shop rents, property and store operators cost;

E-commerce: virtual shops (merchandise through pictures, text display) by the distribution capacity to determine the coverage radius, endless shelves, long tail goods can be sold, 24 hours service, door-to-door, packaging materials and distribution costs;

2. Product Display

Traditional retail: In accordance with the customer shop habit of placing goods, will take a large volume of goods, brand awareness of high commodity and promotional items placed in a conspicuous position and easy access to the shelves of customers;

E-commerce: keywords, categories, price range, such as search, picture content, to provide customers with a variety of shopping decision support including: Hot Products list, related products recommended;

3, market means and marketing strategy of alienation

Traditional retail: DM advertising, the use of shop environment and sound, light, taste and other effects of the impact of purchase can be through the sales staff and customers face-to-face exchanges to promote products;

E-commerce: SEO, EDM, Network Alliance, portal advertising, SNS cooperation has a large number of customer search, collection, purchase, related merchandise sales data information;

4. Supply chain architecture and management alienation

Traditional retail: Inventory, distribution, warehouse goods placement, stereo library;

E-commerce: only need to consider the warehouse inventory management, distribution (last kilometer) warehouse goods placed (consider the popularity and customer purchase relevance) planar library;

5, the talent structure difference alienation

Traditional retail: Rich in retail experience, a large number of store operators;

E-commerce: IT personnel and understand the network marketing talent is very important, a large number of warehousing logistics personnel;

Their advantages

Traditional retail: Physical goods experience, the immediate availability of goods, stimulate temporary purchase, close service staff;

E-commerce: low cost, a large number of customer information precision Marketing, Word-of-mouth transmission speed and breadth, not subject to geographical, time and shelf space constraints;

The electronic commerce's light assets, the fast dissemination, the low cost, the accurate marketing has made it have the superiority in the business model;

E-commerce will continue to erode the traditional retail market;

Business model of Shop No. 1th

Commodity: Physical goods, virtual goods, coupons gift cards;

Stock: free; consignment; transfer list;

Distribution: From its own warehouse distribution, to the supplier to take delivery of goods, suppliers direct distribution;

Customer: individual;

Distribution management of No. 1th Store

Warehouse-The distribution station of No. 1th Store distribution Center-------------------