The electronic business has a tendency to fuse with the traditional retail trade line

E-commerce in China started the day began to encroach on the traditional retail market share.

Now, with the cat and Taobao transactions across the trillion-dollar mark. The rapid development of electric business is like an army siege, what kind of impact does traditional retailing face?

"I think that the impact of the traditional retail business is still to be considered from the industry, scoring industry." The beginning of the book, is now 3C digital, small appliances, clothing and cosmetics have impact, but not very large, but small brands of clothing and cosmetics by the impact of big. "Ruzenwang Observer," The investor newspaper reporter said.

The biggest impact on books and 3C

The book industry is the first to suffer from the impact of electricity, but also the most costly one of the industry. In the 2006, Dangdang launched a price war with the preeminent Amazon. After that, Jingdong Mall and Suning Yi have joined the book channel. In the chaos of the electricity business Book War, the physical bookstore was deeply affected. Local bookstores, especially private bookstores, have fallen into bankruptcy. Guangzhou Sanlian, Shanghai Thinking Le Bookstore, Shi Shi Bookstore and the Beijing Photosynthesis bookshop, the wind into the Pine bookstore and so on have closed. Among them, the most alarmed by the industry is that in early 2010, Beijing's largest private bookstore in the third most of the loss of nearly 80 million yuan after the collapse.

The second category of electrical shock is 3C digital and small appliances. Income decline, artificial, shop rent rose, let the traditional appliance chain enterprises into the plight of the decline in performance, we from the recent years Suning and Gome and other listed companies in the annual report data can be seen.

Home appliance industry veteran Personage Liu Buzhong has told reporters, offline appliance retail entity stores high-speed expansion of the "golden period" has ended.

Now faced with the decline in real-store performance, Suning and Gome have begun to be forced to transform, vigorously develop e-commerce to save the crisis faced by enterprises. And for the department store, the impact of the electricity business all, but the impact is not very small. Or the psychological impact is greater than the impact of real profits.

According to the same flush (300033, share bar) statistics, in the Wanguo department store retail Industry 38 have issued three quarterly reports of listed companies, 11 companies in the third quarter of business receipts fell from the same period last year, accounting for nearly 30%. Net profit fell year-on-year by 16, accounting for more than 40%.

Tauwensheng, a partner of the consulting management group, said: "The first-tier cities have a big impact, and the second and second cities are partly affected, while the three or four-line county cities have no effect." Because the county city basically still rely on the line, there is no need to surf the Internet. The desire to train online shopping requires a process, estimated also 35 years later, after all, subject to logistics distribution. ”

Tauwensheng told reporters that he helped a county-level enterprises to do the consultation, these enterprises are obviously not cold to the electric business, just to do a display platform, sales are not big, in the wait-and-see attitude. And the first-tier cities such as Mao International, but also only the electrical business as a breeding object.

"We have not done electricity business, recently also do not intend to do, because the electrical business more after-sales service." As for the future do not do, but also see, follow the crowd. Business is how to make money how to come, only to see the future trend, if the electric dealer really hit the department store, must find a way. But at present the impact is not big, especially in the three or four-line city impact is not big. "Zhang Yixian, deputy general manager of the regional retail enterprise Cangzhou North China Shopping mall, said to reporters.

Push the supermarket to reform

And for supermarkets, the impact of the electric dealer seems to be smaller. At present, Beijing's beauty supermarket is not the development of E-commerce, one of the traditional retail enterprises. For the beauty of things why do not want to do electricity business, beauty convenience store in charge of Zheng to reporters such an explanation: "From the market proportion of goods, food accounted for a relatively high, consumer requirements for the experience, because now consumers to food safety requirements high, see Buy to rest assured." And the impact of large electric dealers clothing, home appliances industry, these categories in the store accounted for is not very high. And our physical store is to make money, there is no need to do what the logistics cost is high, but not to make money of the electricity business. That's the main reason why big stores are unwilling to do so. ”

At the end of June this year, the Chinese Chain Management Association issued the "traditional retailers to carry out network retail research Report (2012)" shows that, as late as June, there have been 59 Chinese chain Hundred Enterprises launched a network shopping business, operating more than 70 stores.

In fact, the development of electricity companies are forcing retail enterprises to reform. Ouximong Cow Milk Powder a sales director told reporters that earlier this year, Ouximones began to test water sales on the network, the result unexpectedly, sales surprisingly good.

"Singles Day more than 600,000, before and after a few days more than 1 million, is the usual 4~5 times, usually do not do holiday promotions, we also have 200,000 ~30 online sales, this is completely unthinkable before." "The above Ouximong Cow milk Powder Sales Director said to the reporter.

Yiu Wenhua, a representative of the Beijing Supplier Alliance, believes that the development of electricity dealers is forcing supermarkets to reform. "Supermarket into the shop fee, if the increase, the supplier will be more choice of electric dealers, such as the current small appliances are basically network." "Yiu Wenhua said:" The supermarket now return to the era of independent management has come, we should now pay attention to how to do the independent operation of fresh food and beverage, if not seriously, another 35 years later. ”

According to the reporter understands, this March 1, transnational chain Giant Metro official online mall officially opened. Commodity procurement line has been opened, the official also played a "celebration opening, full 299 free shipping" promotional activities.

In fact, as early as last October, the Metro with the help of professional dealers trading service Team "po-zun dian Shang" login Taobao Mall, began to test hydro-electric business, for the later distribution of electrical business began to prepare. At the end of last year, Metro also and Xiamen Electric Business Enterprise sunshine a joint building of imported food shopping mall. is a foreign-owned retail enterprises in China layout of the most complete enterprise.

Wal-Mart launched the SAM Shop online shopping test service in Shenzhen and Beijing at the end of 2010, a move that has aroused high concern in the industry. After that, Wal-Mart bought the electric Business Enterprise No. 1th Shop, is the electric dealer's biggest layout.

Its old rival Carrefour began an attempt at E-commerce as early as 2006. On Carrefour's official website, the reporter found that many physical stores can be bought on the top of the goods. Carrefour China's PR manager Liaoyan told reporters that Carrefour also attaches great importance to E-commerce, but is currently only testing water, mainly serving the physical stores.

But there is a test of water, but also failed to test water. Prior to this, the Lotus, Auchan, good and many, Tesco and other attempts to network retailing failed to end.

The line is converging

In the face of the impact of electric dealers, traditional retail enterprises are not an effective response to the organization. This year Singles Day, in the Big electric dealer crazy promotion time, the traditional retail enterprise also did not give up. For example, in the face of "double 11" online shopping promotion war, Beijing's Chongwen New World, Tianhong department stores and other parts of the youth fashion departments have been testing water sales.

According to the reporter understand, facing the electric dealer promotion, near the end of the end, many retail enterprises are preparing to counterattack.

According to Yushuli, general manager of China Crown Shopping Center, said that December 13 ~ 16th, Beijing Huaguan Shopping Center launched the end of Thanksgiving theme promotional activities, Test water "40 hours do not close." At that time, the Huaguan shopping center clothing, cosmetics, jewelry, watches, home appliances and other almost all goods to participate in discount activities, especially the promotion these days gold price will be reduced to 369 yuan per gram. The low price is a lot of money.

And some industry insiders said that the retail enterprises at the end of the sale may be to fight round and round the price of electricity dealers and promotions, so that the traditional retail industry to regain control of the consumer market pattern.

Although the contradiction between the electric dealer and the traditional retailing is irreconcilable, it does not mean that the two cannot be fused.

"Now the traditional retail and electric dealers in the cooperation is becoming more and more obvious, including their own stores online and offline cooperation, between different enterprises online and offline cooperation." For example, some enterprises to the convenience store as a distributor of logistics nodes, as a pick-up platform. Yangqingsong, deputy Secretary-General of China Chain Management Association, said to reporters.

Earlier this year, Suning easy to buy announced that Beijing 87 Suning appliances (002024, shares bar) stores have become suning easy to buy express points and independent pick-up point to accelerate the integration of Suning store and online shopping. But Suning Appliance said, store and online purchase is the implementation of two sets of systems, customers purchase products online, delivery personnel will be sent to the customer designated Suning appliance stores.

Nevertheless, the trend of the integration of Suning's online shopping is already appearing.

In the supermarket industry, Shandong Group as early as 2002 began to explore the online shopping model. According to media reports, its physical stores do not leave home appliances inventory, only to leave the prototype, customers in the store after the selection of good goods, information directly to the Logistics center, and direct out of the library personnel on the wireless terminal, the production of library tasks and delivery tasks, delivery staff directly to the home appliance distribution to customers This model, but also the physical store and online sales were combined.

In particular, this year during the Singles Day, to "shop not close" famous Chongwen New World department store, together with their own online mall and Alipay, for "1 yuan to enjoy a good gift, quick shoot double 11" activities.

In fact, in foreign countries, online and offline integration trend is further strengthened. Traditional retail companies in the United States are also suffering from a shock from the electricity business, the New York Times reported. Often reduced to online shopping "inspection point." In response to this situation, some of the traditional U.S. retail to "block" to "pass", the physical store made the extension of their own shop.

Wal-Mart, Macy's, Best Buy and Sears, for example, have added online shopping facilities in physical stores, including return centers, pick-up points, payment counters, and even car shuttle service centers. Consumers can order in the work hours, after work to the mall to pick up goods, if not satisfied, the site can be returned to the goods.

"The future online and offline must be a convergence of the trend, enterprises need in their respective areas to find the right service model." "Yangqingsong said.