The electric business industry is in the active layout O2O

In the electric business in the active layout of the O2O, there has been nothing to the Beijing East yesterday also announced their O2O pilot: in Shanxi Taiyuan to help Tangju convenience stores do "online shopping malls." In fact, the O2O project is more like Beijing east to help Tangju convenience stores do O2O, Jingdong want to take up is the flow, sales back point and the two or three-line market.

Before you say Jing Dong o2o mode, first introduce Tangju convenience store. Tangju is the local flagship of Taiyuan, as a regional retail store has more than 600 stores, the basic 50-100 meters can see one. Tangju own warehousing, local procurement, full-temperature distribution system (including-18 degrees of frozen goods and 25 degrees of constant temperature products), the Central Kitchen system (vegetable processing and distribution), Taiyuan City of water and electricity more than 50% in the Tangju convenience store, and in the shop, itself has the user telephone ordering door-to-door service.

For the Tangju convenience store, his biggest headache is not understand the Internet, especially in the store in Taiyuan has been close to saturation, the field entry threshold is relatively high, the urgent need to line down to the online way to expand the scale. For the BoE, the establishment of a self-employed local life service platform, investment is too big, and through the platform to do this thing is much easier.

How does Jing Dong help Tangju convenience store O2O?

1, help Tangju convenience store expansion and carding SKU. Originally Tangju convenience store altogether only 3,000 SKUs, Jingdong help Tangju expand to 30,000, Tangju for this special positions. In addition to the original entity convenience store some goods, other goods will be in Jingdong site Tangju zone, Jingdong is not involved in commodity procurement.

2, Beijing East in this O2O project, play a more important role is the supply chain integration. Jing Dong will Tangju and its own information systems, commodity systems, supply chain systems, service systems, payment systems and member systems to get through deeply. such as mobile end, WiFi server to provide, the transformation of ERP sales system and POS sales system.

3, in addition to not participate in commodity procurement, in cooperation with Tangju, Jingdong also does not participate in logistics, but with the help of Tangju already have supply chain system, that is, in Tangju Warehouse production, to Tangju daily distribution of orders to the store, to the shop after the salesperson delivery. The whole process of using the retail industry, not to do the package on the direct turnover of goods, the abolition of packaging carton supplies, the entire cost is the electrical business logistics costs more than one-third, due to low logistics costs, Tangju is easy to achieve profitability.

4, the completion of the supply chain integration, Jingdong will help Tangju to achieve 1-hour delivery. Jingdong believes that, as a result of the use of store cooperation, fully able to achieve 1-hour delivery above, the system is in the process of development, is expected December 18 officially online.

5, according to the data provided by Jingdong, Tangju convenience store in the east has been running for one months, the current daily orders nearly 1000, the average customer price of about 100, the flow rate of conversion in around 7%, selling the best is YOUYANJIANGCU and other daily necessities.

Beijing East O2O Project want to get what?

1, for the business super type of electric business. Jing Dong Chief Logistics planner Hou Yi that using the traditional retail industry's most core supply chain advantage to do electricity, it may be in the future of the Beijing-east to do business super goods of the best path. If the production of fresh products are operating mode of operation, logistics cost is very high, and convenience stores have their own cold chain transportation system, so that the fresh electricity business is not only imported fruits and vegetables, the general users of household vegetables and fruits can also be used to do electric business.

Early next year, Beijing East will jointly Tangju in Taiyuan to launch fresh goods sales, including vegetables, fruits and meat products.

2. Flow rate. To Tangju convenience stores for example, 600 convenience stores a day into the shop is about 300,000, the flow is far greater than the flow on the line, Jingdong hope that this part of the flow of traffic to the Beijing-East website. In the Tangju convenience store, Jingdong has done a lot of posters, DM, similar to Carrefour in the promotion of merchandise but, and provide two-dimensional code scanning shopping, help Jingdong mobile end attract traffic.

3, sales. In cooperation with Tangju convenience store business model, Jingdong is still relying on sales revenue return point profit, but the Beijing-east temporarily did not disclose specific figures, only said that there will be a lot of preferential measures at the beginning. Or as an example of a Tangju convenience store, if every day a shop has 100 single is 60000 single, the customer unit price average 100 yuan day is 6 million sales, one months is 200 million yuan, one year is more than 2 billion yuan, the current Tangju line goal is achieves 500 million yuan, if Jing dong in each two or three lines city layout success, This will be a huge income, but also will become the new profit growth point of Beijing-east.

4, the layout of local life platform. In the case of all categories of electric dealers have been fiercely competitive, local life service because of regional or a blue sea. Jingdong's abacus is to Tangju convenience stores as a cooperative sample, through the platform to do the local life service platform, such as pharmacies, flower shops, cake shops, of course, Tangju convenience store because of its own electrical business conditions are very good, without the help of jingdong in logistics, and in the drugstore flower shop these do not deliver the ability of the project, Jingdong will help them deliver the goods.

Is the Tangju convenience store a sample or a special case?

With the Tangju convenience store cooperation, in Jingdong looks more like a verification: online for local sales model is established? From the data of Tangju cooperation, Jingdong is still very satisfied, next year Jingdong hope to quickly expand to all the convenience stores, supermarkets and hypermarket systems, but the current online platform for this model is not fully prepared.

Although Jingdong confidence is very sufficient, but undeniable is, Tangju this pilot partner's own condition is very good, very suitable for the transformation of the electric business, and in other provinces and cities have such a quality partner?

Or Tangju for example, even with the conditions of the primary transformation, but still need a lot of liquidity input, including 3000 SKU upgrade to 30000 kinds, need to build a warehouse, need to transform information systems. Also need to give more than 6,000 employees training, each employee into a distribution, need to learn to pay the system, these workloads are very large, not to do a certain scale no way to do such an upgrade.

In addition, the entity store into an online order transit this warehouse practice, in the case of less orders, the additional cost of the store is not large, but once large-scale operation, such as a shop order to reach hundreds of single or even thousands of orders, it is clear that the original 80-100 square meters of the store caused the burden.

At the same time, many convenience stores have begun to try to do electrical business, such as Shanghai's convenience store family, has begun to use similar mode to do electricity, but the "last kilometer" family using the self-mention model. But in Beijing such city, because the road construction is comparatively wide, the convenience store development is not very good, also is difficult to carry on similar electric quotient mode upgrade. In addition, because of the current two or three-line city information Internet level is not high, so need to use the Beijing-East development, but after decades of perfect level, it is possible to choose from Beijing East "flee."

Why is "self-reference mode" not reliable?

For other home to do O2O mode, did more than 10 years of physical convenience store Hou Yi also gave a comment, he believes that the cat and Yintai cooperation, communication and micro-letter cooperation are from the line to the offline drainage, through promotional and preferential push to operate, more accurately should be a precision marketing, rather than changing the business model.

In fact, the use of convenience stores, or set up shop, complete the "last kilometer" distribution, has been a lot of attempts, the most important thing here is "self-mention mode." In addition to the whole family of convenience stores mentioned above, Taobao has also launched a similar convenience store site for its own mention, especially the recent concept of Fire is Shenzhen "Cat House" (rumors behind the shadow of Ali), but also through the distribution network in the community, let users carry out "."

Hou Yi to the Beijing-East, explained the model of "unreliable": so similar to the community of each site operating costs are high, even if some community sites to introduce a nail, small commodity trafficking concept, still difficult to reduce costs.

2nd, is to mention the fact that the knowledge of the electrical quotient of a personality needs, rather than the general demand, most customers still want to send to their hands, this kind of personality needs difficult to form a good business model.

3rd, if the package number reached hundreds of under the same canvas, and the cost of leasing is very high, if you want to scale operations, 50 of the day bill of lading must increase the cost of a person, these are the problem can not be circumvented.

Hou Yi For example, why the BoE now has a relatively limited, is related to the business model. If this is a popular sales model, it is not difficult for Jingdong to build a lot of its own points in the country.