Traditional enterprises in the electric market war repeatedly defeated by the geometry?

New Year has just passed, many offline retail enterprises have to raise electricity quotient.

Suning Appliances (002024, shares bar) in the evening of 19th issued a notice, announced renamed as Suningyun Business Group Co., Ltd., on the previous to suning easy to buy the main ideas to upgrade the electric business. Almost at the same time, Wanda Group of Electric business platform is about to be listed in the Internet uploaded news, it is learned that Wanda Electric Corps team recruitment has been basically completed. These messages are no doubt revealing a message that the 2013 electricity market will be the "collective turmoil" of the year.

Physical retailing and electricity business

The Ministry of Commerce published data shows that the 2013 Spring Festival Golden Week (Eve to the first month arrest) period, the National key catering and retail enterprises to achieve sales of 539 billion yuan, an increase of 14.7%, the growth rate is slightly lower than the 2012 Spring Festival 1.5%, for nearly 6 years of low point.

The corresponding is the prosperity of network sales. Although due to express half shutdown state, resulting in a number of network shopkeepers adjust their working hours, network consumption is still not reduced. The Golden Week of Spring Festival, Taobao and cat turnover doubled year-on-year. Data show that the Chinese New Year 7 days, Taobao and Cat's total turnover was higher than last year's Spring Festival 97.2%, the number of transactions also increased by 96.6%.

"After several years of rapid development, China's online shopping market began to mature gradually in 2012, and the transformation and integration of traditional commerce into e-commerce has become a common understanding," said Eric Kingston, the consulting analyst.

It is understood that, in addition to Wanda and Suning, Gome, Yintai, SOHO, New World and other traditional enterprises have tried water e-commerce, the international giant Wal-Mart through the acquisition of a shop, one after another to become the market ranking players. Statistics show that as of last June, a total of 59 traditional retail hundred enterprises launched the online mall, operating more than 70 shops, mostly department stores of the state.

In Shenzhen, Tianhong is one of the earliest retailers to the network, its Tianhong online shopping mall business has been carried out well, especially for the Spring Festival, express door-to-door by the local people's welcome.

Brand manufacturers to expand the electricity business, so that the speed of the shop down greatly slowed down, the big cities in the rental price rally frustrated. The first Pacific Davis report shows that in the last 6 years, Beijing's quality retail property rental growth rate from 7% Peak, down to the fourth quarter of 2012, the lowest point 0.3%, growth almost stagnant.

Home appliance Chain "most injured"

In Suning, Gome and other household appliances chain enterprises do not shop before, many astute consumers are used to suning gome and other physical stores to view home appliances products, and then to the Beijing-East online orders.

Analysys International analyst Shou sent to the media, in the electric business of the impact of the retail industry, home appliance chain is the most affected, mainly because this kind of commodity is more standardized, it is easy to line down parity.

By the impact of online shopping, Suning and Gome both spent huge sums of money to build online mall, joined the power of the electric business.

Transformation is bound to face pains, Suningyun, general manager of Shenzhen Regional Management Center Hu Xujian said to the media, according to the new development model of Suning, Shenzhen region will be the current 40 stores in 5 years gradually adjusted to 26. After the labor pains, the data show that Su Ning's decision-making is correct, Suning published January annual report shows that its 2012 E-commerce sales reached 18.336 billion, an increase of 210.8%.

Not only is the first-tier city's large retailers, two or three-tier cities feel the pressure of small and medium household electrical appliances Retailers, also began the "Bloody transition" road. Luoyang, a household appliance retailer Rong Wei Group, decided to expand E-commerce, will be the entity shop staff all diverted to the Rong Wei Material Center, service Luoyang Network logistics. At the same time, closed its Luoyang new area 3,000 square meters of physical stores, July will also close another. Jongwei Chairman Che Bingheng in micro-blog sigh: "Now who's physical store more, who will increase the loss." ”

Line under the fuse into a popular

Over the past 5 years, China's online retail sales have grown at an average rate of 99% a year, and the cat's "Double 11" shopping festival, with sales from 50 million yuan a day to more than 10 billion yuan, took only 3 years. People not only buy clothes and shoes on the internet, even the net buys the furniture building materials, the jewellery auto parts also became the trend. The various brands in the shopping malls are also ubiquitous in the electric business platform, and there has been a growing online brand of Amoy. Zokai, a jewellery brand based on the Internet, opened its second store in Shenzhen at Nanshan Taoyuan Road to increase customer experience and make up for the lack of network sales.

February 17, Suning Electric Appliance Chairman Jindong at the spring deployment meeting, said the future of the retail enterprises, not only online, not only online, must be the line under the perfect integration, "shop + Electric Business + retail service Provider", is to promote the Chinese retail su Ning "cloud business model."

In the face of the impact of E-commerce, local governments are actively exploring the way out, in 2012, Shenzhen government support, the municipal council, Shenzhen newspaper group hosted the "Deep Business e World" officially online, trying to create a public platform for online transactions. Project leader said that the platform does not replace does not affect the current Shenzhen electric Business customer resources, trading channels, profit model for the traditional enterprises to provide a shopping guide, trading, payment, distribution as one of the sales platform.

Observer analysis, E-commerce in the national economy more and more important, straighten out the line under the business model, promote e-commerce faster development will become a hot topic. Reporter Yang Yi as