Under the tide of exploring O2O mode, the collective net of traditional retail industry has become a fact

Under the tide of exploring O2O mode, the collective net of traditional retail industry has become a fact. Unlike the initial bandwagon, businesses begin to explore their own O2O models. Traditional retail enterprises with the resources to start a firm foothold at the same time, online enterprise competition intensified, seizing offline resources. In the industry, O2O mode does not form a clear profit model, but the entire retail industry online under the integration of the big background will usher in a new pattern.

Take the first step in the bandwagon

March 8 is destined to be like "double 11" as an important time node in the retail industry. On this day, the relationship between traditional retail giants and electric dealers has changed from competition to coincidence. The store trader successfully builds O2O closed loop with the help of mobile payment. From last year "double 11" Silver Thai and Ali opened O2O "ice-breaking Journey" began, the traditional retail enterprises have net explore O2O, but in the initial exploration, suffered a long period of the impact of the traditional retail net mainly play the role of the follower.

In the 2014 Beijing Commercial brand Conference held recently and the nineth session of Beijing Top Ten commercial brands announced activities, the traditional retail enterprises collectively talked about O2O. Beijing Commercial News reporter statistics found that 17 of the traditional retail enterprises through mobile phone app application, on-line Third-party online mall or from the construction of shopping malls, micro-letter public accounts and other ways to take the first step of O2O. In the eyes of many business owners, the first step of the marketing role is far greater than the actual role.

Beijing Cui Wei Mansion Co., Ltd. general manager Xutao that Taobao, Beijing-east and other electric business enterprises to the physical shop has caused a substantial impact, had to attract the attention of traditional retail enterprises.

In the Xidan Mall general Manager Yun Achi Opinion, whether it is micro-letter, micro-shop or other forms, physical retail do O2O really want to achieve is through online marketing to attract consumers to offline consumption, let O2O produce a closed-loop transaction, line up to the line and then again on the tropics.

Open "Private Customization"

Online integration is the trend of the general situation, the following can not solve the fundamental problem. Compared with the first wave of net, the traditional retail enterprises began to combine their own situation, to open O2O "Private customization" mode, to promote O2O substantive progress.

Lin Lin, general manager of China Resources Multicolored city, said that China resources multicolored city's micro-letter account will be subdivided into the future, shopping malls will be for the ice rink, Snoopy Park and other industries to set up a separate account, information timely and effective, targeted to push. China Resources Multicolored City will also cooperate with some payment agencies to develop the payment terminals of the shopping malls.

In the Jinyuan new Lufthansa Mall general Manager Lihua View, the future consumption of the backbone will revolve around "the", "after", "00" and other passenger groups, but at present, shopping malls this part of the age of customers have a large loss. Shopping malls need to "capture" them with invisible hands, otherwise, this part of the group will lose interest and no longer patronize. It is understood that after the online Jinyuan new Lufthansa Mall app has triggered 200,000 downloads.

China Crown business through statistical data found that the market is losing young customers, in order to restore young consumers, the Crown will force the line, this May will be on-line independent research and development of "Huaguan online."

O2O affects the entire retail industry, even the wholesale market, high-end commodity stores and other traditional retail enterprises also have to start to consider the appropriate O2O road. Lu Ying, general manager of the Jinbao shopping center, sees the cultural and value attributes of luxury goods as the latest category to enter the electricity business. Though the boom in luxury goods has not yet arrived, the future is bound to be outdated if the market does not prepare ahead of time.

Shanyi, founder and President of Latin America, said that as a diamond store in Latin America will exert force this year, more rely on vertical sites and sales platform to do channel expansion, to create "big customer + Network + entity" of the three-dimensional marketing.

The profit model is not formed

Retail industry will O2O as the key to open the door to new markets, but at present the whole industry has not explored a clear profit model, the traditional retail enterprises are still facing the lack of internet thinking and other operating problems.

In O2O industry experts, product Network founder and CEO Liu Huanqi, recently held "breaking mobile phone Taobao festival" has been through mobile payment formed a very good o2o closed loop, but from the whole activity is still difficult to escape the embarrassment of low price promotion. The whole activities of the carnival is still only on the line, after all, is an online enterprise hit money to make a yell business. A number of business owners to the Beijing business newspaper reporter said that the current enterprise O2O is still in the test water stage.

The lack of internet thinking makes traditional retailing enterprises face difficulties in the test water. A senior industry expert believes that in foreign countries, the real strong line or from the physical business started the company. At home, because of the deep-rooted traditional marketing model, the entity retailer is always difficult to change the thinking quickly, has been revolving around the commodity operation, neglecting to establish contact with consumers, it is difficult to produce social interaction. The PC end net buys gradually to slow down, the consumption habit has again shifted, in the micro-letter and so on mobile internet new platform "turned out", also let the traditional retailer ushered in the more practical net opportunity.

Luide, the CEO of the Wine Network, the traditional entity retail industry should be the internet as their own way of thinking, so the Internet is its feast, otherwise it is death.

Retail industry ushered in a new pattern

One side is the traditional retail enterprise Qi, test water O2O, the other side is Tencent, Ali and other electric merchants to speed up the expansion through mergers and acquisitions, seize the offline resources. Online under the integration of the background, line lines will be increasingly blurred. Some people in the industry will be considered this year's retail change, the entire retail industry will usher in a new pattern.

In Monday, Tencent announced a stake in another electric giant, Jingdong, Tencent officials have said that although O2O is very hot, but overall, the world today has not been particularly successful samples, Tencent and Ali are in the squeezed head of the card position, are striving to become the first from the O2O mode run out of the Giants. Before that, both sides continued to "race" in traditional retailing through mobile payments and social applications.

Raiyang, a special researcher at the Business Research Institute of North China and the Secretary general of the Beijing Business Economics Council, said that the means of mobile payment is only an "infrastructure" in the implementation of O2O, and that the electric business enterprises value the resources behind the traditional retail enterprises, "the number of users of the platform determines the amount of

The acceleration of competition by electric dealers is also a vision that traditional retailers are willing to see. Luide said that for enterprises, consumers online purchase or offline purchase is not important, online or offline is only a means to enrich the consumer shopping experience, is to provide consumers with quality service tools. Yun Achi points out that the advent of mobile payments helps malls expand their payment channels, but the marketplace needs to think about how to bring more consumers through new channels.

In the industry, the retail industry's competition has come to the "hand-to-hand" situation, enterprises in the process of exploring new models, once successful, will occupy a huge market opportunity. The next line of the online retail industry will move towards integration, the entire retail industry will usher in a new pattern.