The entire channel becomes "standard" the traditional retailer and the electric business firm is gradually approaching

Last year, China's retailing industry underwent a transformation from a O2O model of surface to a concept. However, the industry changes in a short time is doomed to not be completed, until this year, the "Revolution" is continuing. The opponents have not changed much, they are still powerful electric dealers, the environment has not been much better, and consumer demand has not improved radically.

But it is worth affirming that in this six months, the retail enterprises for the O2O transformation has a more rational understanding of the company's mergers and acquisitions of the main and the objects have changed.

After a long period of business downturn, the retail industry's path to change since 2014 has become clear--in the industry's view, the retail industry will first break, this round of change is expected to bring new development opportunities for the entire industry.

The rise of the whole channel concept

Last year, the O2O concept stirred up the entire retail sector, and not to mention whether it brought tangible benefits to the businesses that were actively involved in the business, and the fact that this concept alone has made these companies really hot, the rally is the best evidence. However, this year, such a situation has been slightly changed, and consumers truly docking of the "whole channel" concept has become another focus.

General merchandise industry leading large business shares in the 2013 annual report pointed out that the 2014 and a period of time to affect the retail industry will not change the adverse factors will not be fundamentally changed, the rise of e-commerce and stimulate the promotion of large physical retailers to the full channel of the transformation of retailers.

In addition, the daily economic news reporter noted that step by step high chairman of the King fill in before also publicly pointed out that the future of the group as Wanda Group, do the real sense of the whole industry, the entire channel operators. At the end of last year, step by step high online electric business platform, in its view, in the construction of O2O closed loop, step-by-Step high overall layout of the consumption scenario will become its own advantage.

For the retail industry, the O2O model, in fact, controversy has always existed, and even a point of view of such a model is actually a pseudo proposition, the enterprise is to borrow the concept of speculation. For example, Shanghai Tripod Information deputy general manager Chu Hao has publicly pointed out that most entrepreneurs understand that O2O is a pseudo proposition, the retail enterprises to do is the homeopathic development of the entire channel. In his view, "China's hot O2O, in fact, in the world called the whole channel management." ”

In fact, there are many enterprises have been deeply aware of the simple "physical shop + online shopping" is not the so-called O2O, and the whole channel retail model is the need for retail enterprises, but also the outlet of the entity store.

There are people in the industry to define a full channel: to achieve a variety of ordering platform, payment methods, the choice of delivery mode, online seamless integrated retail mode. It is reported that the essence of the whole channel retail mode is through the next single-payment-distribution links to form 32 different order mode: The next single channel can choose their own/partner's PC Network/store/Phone/mobile phone, payment channels can choose online Self-Service/close to the store payment, distribution methods can choose to shop from the home/distribution door.

However, some industry insiders said that the construction of "full channel" easier, not with the help of micro-letters, micro-stores and other tools can be achieved. Enterprises need to have six core competencies: Point of sale, merchandise, promotion, payment, membership and distribution, at the same time, cost and talent are also important factors.

IBM Greater China Retail Program director Lin Shouxiang before a forum publicly said that the entire channel needs to locate three aspects: the establishment of a digital base, the establishment of a new customer interaction model, transfer of the entire channel brand experience. "The whole channel must be implemented from the customer, not only to see technology." ”

In addition, while retailers have changed their understanding of online linkages, it is noteworthy that the "full channel" is not the ultimate way to win the retail industry. The real goal of the whole channel is to respect customer habits, conform to evolutionary trends, and continuously optimize goods and services within cost-controllable range, thereby achieving customer satisfaction and sales growth.

Electric dealers seek landing

This year, for the development of the whole channel model, not only offline entity retailers in the ongoing efforts, electric business enterprises are actively exploring. Take Jingdong as an example, in the first half, Beijing east and more than 15 cities, 10,000 convenience stores fully promote the line under the online cooperation.

For convenience stores, the greater significance of cooperation lies in the innovation of the whole channel model. However, in the view of the industry, this kind of cooperation is more advantageous to jingdong, because cooperation with convenience stores can make the Beijing-East expand offline platform business, and can achieve more difficult business super category management. More points of view, such cooperation can give full play to the Beijing-East information System advantages, in the integration of a large number of entity outlets, the future may be the Beijing-east to create a local life service platform.

In April this year, 1th stores also announced a good formal strategic cooperation with the Shanxi United States, the United States and special good will be in shop 1th open online flagship store, while opening all of its offline stores for marketing promotion and terminal distribution. Analysis points out that through this cooperation, store 1th can use this integrated offline resources, optimize the supply chain link.

Another typical case is Alibaba's stake in Yintai. Since last year's "double 11" first taste line under the mode of cooperation after the sweetness, in March this year, Ali announced a 5.37 billion Hong Kong dollar to the Yintai business strategic investment, the two sides will open the line under the next commercial infrastructure system, and will form a joint venture.

Many people think that this is an era of e-commerce, then why these well-known electric dealers to the contrary, to start laying the physical channels?

In the industry's view, Ali's investment in Yintai mode is mainly for the line diversion, and whether it is "Beijing-East + Beijing-long convenience store" or "Shop No. 1th + Beautiful", are through online and offline cooperation, integration of supply chain and advantage resources, solve the last kilometer of electrical distribution problems, the realization of line online linkage.

Even if the practice of more special shun Fung, its Hey shop model although with the general line under the online interactive mode, but the essence of the virtual shop is the entity. The core of the pattern is the experience that leads the passenger flow down the line through the customer experience. It is reported that May 18, shun Fung-speed first batch of 518 "Hey Guest" convenience store opened to welcome guests. In addition to Qinghai, Tibet, all provinces and municipalities in the country have coverage.

"Daily economic news" reporter noted that all along, experience is the physical retailer to resist the power of the dealer's magic weapon. In many industries, E-commerce, although fast and convenient, but out of the physical stores, in some not standardized products, consumers are often products are not in line with the expectations of problems, and the physical store can be the experience of the characteristics of the perfect solution to these problems.