The O2O strategy of the 200 billion scale of step-by-step high power quotient

The step by step high electric quotient strategy did not choose to pave the scale the plane expansion, but uses oneself in the Hunan's offline resources layer to plough down. With the step by step High Line advantage to promote the development of the line, so that the electrical business from the line to the real "landing", which is the core of the O2O strategy, is also the enterprise in the transformation of the electrical business and achieve 200 billion of the expected key.

"Brother Ai, we need to meet again for Valentine's Day to confirm it." ”

Step-by-step high commercial Chain Co., Ltd. (hereinafter referred to as the High) mobile Division general manager Shang again reluctantly slightly apologetic smiled, just the interview process he was interrupted for the 4th time, this time colleagues and he discussed the mall on the Tanabata promotion arrangements.

Then, he took out the mobile phone, to find out the picture, show the online more than half a year of step-by-step high Electronic mall performance: platform but more than 8,000 SKU, registered users over 526,000, the total sales reached 35.786 million yuan, and the customer unit price of up to 160.1 yuan.

"I tell you, we cooperate with ICBC, with ICBC card consumption all dozen 90 percent, the first ' ICBC Day ' sold more than 3 million, the customer unit price up to more than 1500 yuan." He then added, with a palpable feeling of delight.

It was the July 2014 thing that happened in Changsha on almost the most muggy days. At this point, the transition from the high power trader has been in the past nearly a year.

Re-step High

Time goes back to the early 2012, step by step High founder Wang filled in at this time already feel the pressure from the electricity dealer, and the National People's Congress as the representative of the status of the proposal to levy tax on electricity, it is in this year, the electric business and traditional retail industry ice fire two days more obvious momentum.

This year, Jing Dong net revenue exceeded 41.38 billion yuan, year-on-year growth of nearly 96%, Alibaba 2013 fiscal year (April 1, 2012 to March 31, 2013) revenue for 34.517 billion yuan, year-on-year increase of more than 172%, net profit of 8.649 billion yuan. By contrast, the income of this year has just broken through the 10 billion Yuan mark, the year-on-year increase of less than 19%.

Under the aggressive wild of the electric business platform, the department store retail industry is in an unprecedented predicament.

According to the China National Business Information Center statistics, 2012 national key large retail enterprises in the name of the annual growth of 10.8%, the growth rate of 11.8% year-on-year, a new low since 2005. According to the report released by CB Richard Ellis, since February 2012, the sales growth of department stores continued to lag behind the overall growth rate of retail consumer goods, and the operating profit rate of the main listed companies has been decreasing continuously since 2010.

In May 2013, Wang filled in the company's internal meeting said he would never touch the electricity quotient, however, witnessed the industry crisis in this situation he eventually changed his attitude. 3 months later, step by step high official transformation to the electrical business, December 26, Mao Zedong's birthday 120 anniversary, step by step high electronic mall online.

In order to transition smoothly, Wang fill out the requirements of the line stores should be coordinated with the electrical business to adjust, the company each business unit also has electric business docking person responsible for communication. At the same time, he also ingenuity to design a "double assessment" mechanism, online business also counted to the entity store account, through the move to circumvent the line of business between the conflict of interests may occur.

However, what has happened and is happening in reality tells us that it is a risky gamble for a traditional retail giant to be transformed into a huge risk-winning but uncertain one.

Gome, Suningyun from the line to the line, the process accompanied by outsiders unimaginable pain, the result is not as good as the expectations of the two giants, Suningyun 2012 earnings, the company's annual income of 98.357 billion yuan, growth from the previous year's 24.35% plunged to 4.76%, Operating profit of 3.014 billion yuan, a year earlier, more than 50% of the sharp decline, gome sales income of about 47.867 billion yuan, year-on-year decline of nearly 20%, overall loss of 597 million yuan.

The Friendship Apollo Group, which is known as "the electric dealer earlier than Ma Yun", launched the online Mall "Expedition Life Network" based on the entity stores in 2001. But in the end, until today, friends of the online mall is still unable to shake off the shadow of more than 10 years ago and is just a dead link can not enter the page.

In this context, the king to fill the new step of the high power business of the goal is to achieve the first year income of 100 million yuan, in 5 years to achieve the scale of 10 billion yuan sales.

Within 5 years, he would have to recreate a step high, just as his 27-Year-old created a step high when the heroic.

Rhapsody in front of store

But the first step along with the transformation of the high is the unexpected big rout.

Mall on the first day of online, three hundred thousand or four hundred thousand of users to let the site die, and then gradually stabilized. During the Spring Festival, step by step high estimate of up to 3000 per day, the result of the peak of the day to hold more than 5000 single, all out of the warehouse distribution is 5 days later things. And the initial and create a logistics cooperation is not satisfactory, burst warehouse, delivery delay, the goods damaged and other conditions in endlessly.

The logistics is in the key link of the electric business, but the consumer is very dissatisfied with the step high service, and the cost is always high, and the king fills in the original request of the logistics to the total cost of 5% of the goal is far apart.

What to do? After a Shing, they suddenly found themselves in the same.

The whole Hunan province distributes more than 200 step-by-step high mode store, has more than 100 own brand convenience store "The rice Bar" convenience store, also has "the happy benefit" the 700~800 home convenience store.

This is a map of the dots that cover all of Hunan's territory, they support the starting step high physical store 8 million or 9 million member users and more than 10 billion yuan per year turnover, layout in Changsha, Zhuzhou and Xiangtan Business Center and bustling sections, layout in Yiyang, Changde and other 11 city residents and streets, layout in the province 3/ 4 of county-level areas, and Changtan, long strains, Shanghai-Kunming, Beijing, Hong Kong and Macao, Furong and other high-speed trunk roads just constitute a radiation of the backbone of the network.

So, melon ripe ground hand up knife fall, the spring of 2014, "the former store after storehouse" the idea came into being.

The closer the "last kilometer" of logistics is to customers, the lower the cost naturally finally reached the king before the 5% of the wards, the logistics of innovation so that the user has previously criticized the "two-day", "2-hour Speed" and 4-hour delivery and other commitments are also gradually guaranteed, users are naturally happy to shop online.

This practice is not a step-by-step initiative.

Hu Yu had worked in Alibaba for nearly 7 years before, and in 2013 he came to be the technical director of the step-high power company, according to his introduction, at the end of 2012, Ali completed the "sub-warehouse" as the core of the "Logistics Treasure" plan, the first half of 2013, 1th stores also completed the same layout, and the Shanxi supermarket chain brand "beautiful special good" Reached a cooperation, so that the number 1th shop in Shanxi customers can line up and down a single delivery. In the premise of the logistics distribution is guaranteed, the customer online booking products, the first Direct line, the middle of the storage links can even be omitted, cost reduction, pricing also has a greater space.

For the traditional retail, store warehouse originally only to do a simple storage of goods, but "before the store" will be a total warehouse burden of the entire line on the shopping mall under the single shipment of the logistics link refinement dredging, By the distribution of 211,000 square kilometres of land in the whole of Hunan by hundreds of thousands of stores to share, become an integral part of the entire logistics network, the final realization of the Electronic Business platform under the list, the nearest convenience store shipments or from customers.

Step by step high since 2005 began to establish their own enterprise logistics, now, Changsha, Zhuzhou, Xiangtan three logistics distribution by the own logistics, while the other 11 cities in Hunan province by Shun Fung is responsible for the overall warehouse and the distribution between the warehouse speed has been guaranteed.

"Where our stores are going, where our warehouses are, O2O's charm is here." Shang with a jubilant summary.

The electric dealer extends from the Internet to the line to look for the opportunity which the O2O may exist, but if the step is high then seeks the O2O natural shortcut from the existing offline network. Do not need to expand in the same way as the electricity dealer needs to build a large number of warehouses, step by step high only need to store inventory for part of the adjustment, convenience store warehouse and general warehouse data as long as through ERP system can realize Unicom, only in the logistics link, compared to the electric platform 13%~15% cost, The huge cost difference makes the step-step high has the formidable superiority which the competitor enters can be guarded.

The offline shop could have become a drag on the traditional retail business, but the local steps in Hunan can easily be used as a pioneer in their O2O layout.

Until then, it gradually began to figure out the real taste of the transformation of the electrical business.

Shang is still fresh in his memory of the words he said to him when he visited the Itochu logistics system in Japan last August:

"Now we are standing here, many years later you recall this moment, it must be a very sacred moment, this moment I have born an idea." ”

Do step by step high own logistics, use their own store network advantages to do Low-cost logistics, not only in the province, from Hunan to Jiangxi, Guangxi into Guizhou, Yunnan, Sichuan, Chongqing finally arrived in Shaanxi, along the course of the Long march of the Red Army, step by step high through acquisitions, cooperation and other ways to expand their own in the Midwest market, The same can be said in these provinces. This set of logistics system can not only for the pace of their own services, but also for Jingdong, 1th stores, such as providing third-party services, and this system of construction of the warehouse can also be rented to the community of small and medium-sized logistics companies-then, is it just enterprise logistics? No, there is the potential to become a logistics enterprise!

From the line to the line, step high in the logistics link has a simple and clever solution, it is not only used to achieve transformation, in this process, to the logistics to promote electricity, to the electrical business Belt logistics, the two promote each other, and eventually developed into the group's future core cause.

Based on the Electronic Business transformation and O2O strategy, to step the High Line on the mall as the center of gravity, to the logistics distribution system for the support of the traditional offline physical stores as the basis for the establishment of a large logistics, large electricity dealers, large members of the three-dimensional and perfect step by step high ecological system.

This is the Wang filled with wild hope and the expected Hongye, by 2020, the pace of development into a logistics, electricity, property and traditional retail to go hand in hand with the scale of 200 billion yuan enterprises.

The strategy of the electric dealer's deep ploughing

With the step by step High Line advantage to promote the development of the line, so that the electrical business from the line to the real "landing", which is the core of the O2O strategy, is also the enterprise in the transformation of the electrical business and achieve 200 billion of the expected key.

Shang is quite complacent about a "bandit egg"-The name of the trademark in the registration of the final nature has not been passed-the story.

He went out to play with friends accidentally found a mountain in western Hunan, the owner of a chicken farm after careful study of the Rooster Hen's matching ratio have been strictly controlled, the final production of eggs neither bloodshot nor eggs. Shang in charge of marketing is now required to cooperate with a chicken farm, and then the eggs to carry out a conscious brand packaging, the quality and production of limited products in the online dissemination of sales, only through the step-high mall sale. The final results also show that such a provocative product has been unusually popular with local consumers, described as "Shang".

"We compare grounding gas, is rooted in Hunan this place, with the characteristics of Hunan to do positioning." "After so many years of high physical shop sales experience let Shang customers in the province of the consumer habits are very familiar with," grounding gas "has become a step-by-step high electrical business transformation in a natural to be deeply rooted in the concept.

In the moving end of the step High Mall, users can not only scan the code to pay in the physical store shopping, it can also be used to complete telephone charges, water and coal electricity and other contributions, Shang also admitted that the actual use of these functions is not particularly significant, but such measures can help the online mall to install a lure to attract potential consumers, occupy the entrance, At the very least, customers will be able to notice the step-high electric quotient in the endless platform, and even become the user of the step-high electric dealer.

Such a portal is particularly important for a traditional retail business with a transformational power provider.

This entrance is distributed on the step-by-step store network, on the basis of existing entity store members, in the department store of millions of mobile consumers every day, in the convenience store where the neighborhood and the street neighbors contact, the step high electric Shangdou is influencing the consumers imperceptibly in their own way. Those who have become accustomed to online consumption, or those who are still unfamiliar with this emerging consumer behavior.

"We are linked online and offline, offline shop to do the promotion, in the Mid-Autumn festival was originally bought 68 to send 20 coupons, we will talk to it, and then send consumers 20 yuan of electric coupons, so that users can be attracted to the Internet, this conversion rate is very high. "Talk about these with step by step High original mode of business system and electric quotient promote each other play, now still the App read as A-p-p Shang relish."

Moreover, this entry from line to line is not confined to the interior of the step.

With the influence of the mature department store retailing and the market coverage, the step-high electric power trader is building up a special trade alliance between the bank, the communication business, the hotel, the dining room and the step-by-step member system in Hunan province. Use the online "big member" system to cover the line of life service areas, let the line and the line has a closer and more extensive contact, from the original a flat step high O2O system into a step-by-step high electrical quotient of the bottom of the three-dimensional O2O ecological chain, each business form is linked together with each other.

More online portals, more offline exports, more live services that are more in line with local consumer habits, this is the essence of the "grounding gas" of the step-by-step high power supplier, and the step-by-step high-power trader spends only 3 million yuan on marketing, and more on the advantages of "grounding gas" with less cost. Approach to attract consumers.

With its own offline advantages to speed up the "front store after the warehouse" construction, promote the O2O layout, which is a step high in the process of transition year the most attention to devote the most energy to the two tasks.

Under this premise, step by step high power business to store network as a hub, based on the provincial market, to "grounding gas" way to continuously tap the consumption points and meet the local consumers in Hunan. At the same time, Changsha Zhuzhou Xiangtan as the center of gravity radiation throughout the province, and to step by step high membership system to cover more services, vitalize to achieve the expansion of the business.

Step by step high transformation of this series of actions, in short, that is, to pay attention to the process of electronic business, the core of the most essential problems, play the existing localization advantages, "grounding gas" way to meet the local consumer market, not aggressive not radical, step by step to promote the transformation.

The result of this series of action combination is that, step by step high electronic mall more than half a year, and the initial investment compared to the first half of the performance has been determined not only will not lose, but also can generate profits.

"Transformation, do not turn." Shang joked, looking particularly relaxed, as if telling a wonderful adventure story in general.

The protagonist of this story is not only the King fill, not only step high and its more than 60,000 employees, but this rapid evolution of the era of evolution, the Internet revolution has been deep into all walks of life, this to decline, rise, revitalization of the theme of the era.

This is the story of this time, this is the story of the high step, a story from the Sino to the beginning of the years of change on the changes. (Text/"Business value" Yong)