Traditional retailers began to seriously consider how to face the impact of the electricity business

Editor's note: Since Ma Yun and Wang set up billion of the century, the traditional retailer began to seriously consider how to face the impact of the electricity quotient, and how to achieve the line under the combination of the problem. China operating newspaper reporter Han Yanming in this field investigation in-depth report of Hunan three offline retail giant transformation O2O experience, sent to the report excerpts comb.

According to a few days ago, the National Business Information Center statistics, 2013 National key large retail sales growth of 8.9% year-on-year, the growth rate slowed 1.9%, two consecutive years of decline, the lowest since 2005.

In order to keep up with the situation, the retailer began to use the electric business as a counter weapon. In 2013, Hunan province regional retail three big step by step high, the Pass Program control unit, the friend A shares all High-profile appearances respective electric quotient and the O2O strategy. Step by step high investment 100 million yuan to set up a subsidiary of the electrical business Step by step High Mall, responsible for the company's electricity business sector, and specifically from the cat dug to manage the team to carry out the pan. The electronic business of the company is still in the group to hatch, in the hotel, electrical appliances, department stores and supermarkets on the basis of the 4 large plate to increase the electricity business plate, the platform named "Love is still a path." Friends of the shares before the first wading in the electricity business and give up halfway, in 2013, the introduction of micro-purchase friends, the so-called micro-purchase is actually a app, directly into the mobile internet.

However, the reporter investigation found that these traditional retailers O2O still face a lot of challenges, to get rid of the traditional retail mode of solidification thinking and conflict of interest, must have "from the palace" determination. Electric Business analyst Li Chengdong is not optimistic about the regional retailer's road to breakthrough, he asked, "the Electricity business platform users from where?" Both traditional retailer and electric business enterprise have the problem of obtaining high user cost. The existing model based on the brand and the staff member is not sustainable, the lack of differentiated characteristics of the electrical quotient of the basic survival value. ”

At present, the whole friend of the department store has more than 800 suppliers, according to friends of the Chairman of the Hu Zijing of the idea, because the network shopping group on the price of online goods is very sensitive, so will first OLE some discount range of large brands put to the electric platform sales. That's a good idea, though. But according to friends of the insider revealed that it is very difficult to do, on the one hand, OLE suppliers are unwilling to cooperate, OLE all over 300 merchants only 10% participation; On the other hand, those who are under pressure to participate in the business and most of the non-violent non-cooperation attitude, take some outdated tail goods sucks, Coupled with the original OLE is mainly to deal with inventory, resulting in a lot of micro-purchase friends in the shelves of goods is broken code, often in the state of no goods to sell. According to the insider, the micro-purchase of friends in the online one-month period, only the harvest of more than 30,000 yuan turnover.

With friends depending on the supplier, the program-controlled unit is mainly to do the customer's article, the electric dealer as its numerous business of an increment, deep into the existing members, Low-cost try. And for lines under the line of goods also have a partition, most goods are offline channels do not have. At present, love is still the main selling some small commodities, small appliances, imported goods and some line of service items. According to Yu Fang's idea, the customer buys a suit after the department store, needs some accessories to be possible through the love still to buy. At this stage, the strategy of attracting users is mainly from the line to the line diversion volume, such as department store promotional "full 100 to send 200 coupons" Activities, the gift of 200 Yuan coupons, 100 yuan is the electric business certificate.

Step by step High mall opponents mainly O2O as an auxiliary means and small plate to try. The pace of the response to the environment is faster, and now the whole group is instilling a O2O concept. The Chairman of the Board to fill the high step into the electrical business of the significance of the new mode of electrical business opened. He defined it as "a step by step high O2O full channel strategic model".

Step by step High Mall since December 26, 2013 officially on the line, through the promotion of the shop and all the full launch, the first batch of members have more than 300,000, currently has 40多万名. Shang that the current situation is in line with expectations. However, the current is only the docking of the high step of the supermarket part of the merchandise, online goods are only more than 10,000 kinds. and offline channels to share supply chain and logistics, delivery or from the Xiangtan group of the total warehouse extraction.

From Hunan three "electric shock" traditional retailer, from the O2O mode of the recent should be step by step high group. However, even if the step by step shouted "O2O Full channel Strategy model", still did not get through the line and offline channels. In accordance with the plan, the first half of 2014 in Changsha to achieve "two times a day delivery" to achieve the delivery from the supermarket.

However, Li Chengdong that, step by step High mall in the future still face a lot of tests, such as the user's retention rate how to solve the number of SKUs is not rich enough, the service is relatively rough, and Jingdong, 1th stores compared to the advantages are still not apparent. If these problems, especially the low user retention rate, can not be broken, then the future will be difficult to continue to profit.

These questions are not a problem. At present, step by step high measures are, online sales of goods, also according to category as the real store performance. In the future, and the store will also involve the settlement of the problem. However, these would not be a major problem, given the same group's framework. But to realize the idea, step by step high also need to open more stores, the need for large opening costs.

For the step-by-step high-power dealers first from the integration with the supermarket to start the problem, Shang gave three reasons, supermarket goods are mostly standardized, and department store clothing products need to have a good experience, the actual experience will be better under the line; Secondly, from a regional perspective, they want to create a closed loop that meets the needs of every aspect of life, Department stores only meet the needs of consumers on the one hand; Finally, although the department stores 1th, Ali, Beijing-east platform has been involved, but the general merchandise products of the electronic business is not mature, so first from the supermarket category to enter a greater opportunity.

However, the success of the supermarket commodity is mainly dependent on three problems, customer unit price can be done? Can the delivery service keep up? is the product price competitive?