The route choice of the traditional retail enterprises ' developing electric business

Since 1998 8848 Web site so far, consumer e-commerce in the country has gone through more than 10 years, from the initial obscurity to the current wind, the change is not only the electric industry itself, but also changed the consumption concept of a generation; especially with the expansion of the category of integrated electric quotient platform, Consumers can buy more products than the large supermarkets, the traditional sense of the retail enterprises feel pressure, because their own market share is being constantly eroded by the electric business enterprises, as of the end of 2012, the total network of retail sales reached 1.3205 trillion yuan, accounting for the total retail sales of consumer goods 6.3%;

In the process of the gradual expansion of the market share of electric dealers, in order to maintain their market position, at the same time can be a piece in the electricity market, the traditional retail enterprises have to test water e-commerce, such as Wangfujing department stores, Yintai department stores, Wal-Mart, etc., but the companies after several years of groping but handed over a completely different answer , Yintai department store through the precision marketing and the main department of general merchandise to obtain a place, and Wal-Mart after several twists and turns in the domestic electricity market has always been unable to gain a firm foothold, the helm is also after several changes, and finally turned to buy electric business enterprise a shop; e-commerce is the general trend, but it does not mean that the electricity dealers can completely replace the offline retail, Any way is a consumer habit, and consumption habits are not just one; the development of e-commerce in traditional retail enterprises is a way to maintain or even enlarge market share, and how to recognize their advantages and disadvantages in this field is the key to the development of E-commerce.

Electricity dealers are essentially a combination of retail and Internet technology, and thus derived a series of service functions, but from the nature of the electricity dealers can not be separated from the essence of the retail industry, because any business behavior of the electric business is around the product sales launched, whether logistics, after-sale or finance, are for product sales services, But the traditional retail enterprise has the rich sales experience, to the product management especially upstream, the management experience of midstream channel is more abundant than that of electric business enterprise, this is the key foundation that it develops electricity quotient; the difference between electric and offline sales is that the depth of the supply chain, the electrical business and consumers are separated from each other, through a series of intermediate functions to connect , such as payment, logistics, after-sale, and so on, and the traditional retail enterprises all the consumption behavior can be completed in the shop, from product purchase to payment to delivery, its supply chain to a lot simpler, so the traditional retail enterprises to develop E-commerce is actually to supplement the supply chain of the short board, This is precisely what many enterprises in the short term can not achieve and the existing business balance of the place; traditional retail enterprises have their own mode of operation, and even many enterprises have been very normative, and the electrical business enterprises all the behavior in the groping, different enterprises of different genes, electric business enterprises can quickly react to market behavior and innovation, Traditional enterprises often learn from the experience of large domestic electric dealers and forget the combination of their own advantages, the result is unable to "prescribe the right remedy" and form the path dependence, so the sticking point lies in how the traditional enterprises develop their downstream supply chain. Generally speaking, the traditional retail enterprises can not completely copy the existing electric business model, Rely entirely on their own resources to build a huge logistics, after-sales system, this can only be increased costs, also can not be completely in accordance with the existing model to set, better mode should have two, one is to take the platform into the way, this is the lowest cost of a model, but also the lower efficiency of the method, such as the use of Jing-dong, The cat itself's supply chain resources, using its open platform, it is only responsible for the management of products, can even seek to operate on behalf of the company to carry out day-to-day management; The enterprise itself is responsible for the upstream and the middle of the product management; But this approach will bring about the reduction of scale benefits, its own flow, customer source will be the power of the platform to clamp The cost of the future electric business platform is bound to rise, therefore, the cost of income will also be reduced, the other is the acquisition, the significance of the acquisition is to have a series of functional resources in the short term, only need to inject their own advantages in the product channel can lead to faster growth of sales performance, but the risk of acquisition is higher, In particular, the difficulties caused by the difference between the electric dealer and the traditional retail gene, the future development of E-commerce must be differentiated, the traditional retail enterprises lack of supply chain resources will be transformed into a service outside the product sales, consumers will eventually pay for this service, so the service itself is a product, Since the product will have added value, can not be built in the short term to build high-quality supply chain resources of traditional retail enterprises to lower prices to consumers to sell products, the difference in price caused by the service difference will be in the consumer's acceptance range

In addition, the shopping behavior itself whether it is food or electrical appliances, clothing products, experiential shopping factors can not be ignored, the traditional retail enterprises under the extensive coverage of the store to advance the current electric business enterprises, the current electric business enterprises are looking back to develop their own offline resources, such as the opening of the experience shop, And the store under the line can also become a part of the power supply chain resources, as a fixed since the point, any store can become a small, covering a certain area of the online order production warehouse, so that consumers can bring the most convenient service, in addition to prevent online and offline channels of mutual constraints, That is, different prices of the same goods, their own price system is disturbed, how to integrate their own offline resources and online effective integration, and the offline mode as a channel online is a traditional enterprise should seriously consider the problem.

Therefore, the traditional retail enterprises to develop E-commerce, is largely a complement to the existing model, rather than the only way to get out of it, even in the more mature E-commerce model of the United States, the status of traditional retail is still the most important, E-commerce will cultivate customers and broaden product channels, break through the existing sales model under the time, Space constraints have a huge effect; e-commerce is the new trend of business development, the traditional retail enterprises should take the initiative to participate in, for consumers to bring more shopping options, but not overnight, luxury in the short term to achieve the same level as the current electric giants, this can only be a waste of a lot of costs and can not achieve the desired effect Ultimately, it is wise to plug the road of electricity dealers into a strategy of differentiation or superiority.