The ruin of traditional retail channels

On the http://www.aliyun.com/zixun/aggregation/7858.html "> Why the traditional retail transformation of the most failure of the issue, there are a variety of explanations and discussions, recently carefully observed offline, online channel mode, More and more find the essential difference between the electric quotient and the traditional retail;

Food is tasteless, tasteless

Using the concept of "chicken ribs" to describe the traditional offline channels of many enterprises seems to be somewhat inappropriate, but this is indeed the traditional enterprises in the process of transformation of the actual problems encountered, which is determined by the traditional channels of the inherent model; Offline channels based on the distribution of the level, sales, customer relations and other indicators to determine the price range, In other words, the whole year or an order to reach a certain amount will be executed at different prices, even with the operator has a private relationship between customers need to get more favorable prices, from some above the traditional enterprise control of the channel is very limited, whether for enterprise users, distributors or direct sales customers, their transfer costs are very low , once the enterprise loses the price advantage, these users will quickly turn to your competitors, especially those with more competitive industries and retail products; no one channel can completely determine the annual sales of enterprises, but the ratio will be higher, enterprises in the channel control and sales of the choice of dilemma in the situation, Often eventually chose to protect sales, and constantly to make concessions to the channel, although it brought a sustained increase in sales, but the profit has always been maintained at a low level, the result will be a complete loss of control of the channel, its own profits will be due to the decline in prices and disappear.

In addition, the Enterprise and distributor channel on the impact of corporate brand is limited, this kind of users pay more attention to the price of products, so they will determine the price of products and supply channels; there is still a big problem between the various distributors is that the price is not unified because the cost is different, In the region of different market position, resulting in the product in different areas of the price difference, or even the same region of the price is different, to many terminals of consumers to bring confusion;

The electric dealer became a device

The electric business is one of the future important development direction of the retail industry, this is the general trend, the traditional retailing also obtains the lesson from the high speed growth of the electric business enterprise more than 100% each year, has turned to become the electric quotient, However, the status of the electric business in the enterprise and whether the business operators from the line of the retail thinking to become the key to the success of the electric business channel;

The experience of multiple transformation enterprises the relationship between the electrical and traditional channels is often in a state of imbalance, one situation is that the electrical business has become a device, the traditional channels of the house, so that the electric business platform to play a product display and the role of high prices, in order to maintain the price advantage of offline channels, Enterprises tend to be on the platform of the electrical business of commodity prices are much higher, in order to reflect the price concessions to the offline channel, this type of electric business platform is no longer a sales platform, offline channel is still the leading enterprise sales, in fact, this is a very short-sighted behavior; or the line offline channel, the user is treated equally, the cost of online channel is lower than offline, so on the line of resource tilt is only a short-term behavior, the final two will be consistent, this is the route suning, line, line and price, no matter what kind of users, the resources are the same, the result is two channels to complement each other , short-term sales, loss of profits for the future development has laid a solid foundation.

All the time we've been talking about the impact of the electric quotient on the traditional channels, only recently more profound experience in the price of the transparency of the mechanism of the impact of such a profound, he let the line under the various gray space exposed, fair treatment for each user, so that the industry environment more healthy, The failure of the traditional channel transformation is the concept has not changed, in the short and long-term trade-offs made the wrong choice, so that does not mean that the electricity dealers can completely replace the offline channel, but offline channels inherent defects so that the electricity quotient can gain more development advantages.