After Experiencing Explosive Growth, The Electricity Supplier Gradually Entered The Stage Of Rational Development.

In the Internet age,

Become the focus of attention, the giants scramble for "rush" hot spots, but also more and more young people choose online shopping.

In the past few years, the impact of the electricity supplier on the physical retail industry has made the entity full of "hostility" to the electricity supplier.

But this view has changed in the subsequent development.

In the context of the overall pformation of the retail industry, entities and electricity providers are getting closer and closer to finding new breakthroughs in the search. The electricity supplier has gradually entered the stage of rational development after its initial explosive growth.

Impact

Hua Tang shopping mall closed in Beijing first store, Baisheng Shaoyaoju shop closed, Huaihailu Road, Shanghai

Withdrawal...

The news of department stores closed down retail business.

In addition, consumer psychology has changed, and more and more Festival promotions and more convenient shopping channels have been made by the electricity supplier, which has led to a decline in physical retail profits. Overdraft promotions have made the annual income of the entity practitioners unbalanced, and the operation has been difficult.

As the main business of the entity store, the Shang Chao store has also suffered a lot in the face of the menacing of the electricity supplier.

Lin Yongqiang, chairman of Guan Ye group, told reporters that with the current overall market situation, the electricity supplier has brought a great impact on physical retailing, especially in the "cutting" passenger flow. In addition, similar commodity categories, many consumers choose to buy online, making the overall sales decline more serious.

According to relevant data, the retail sales volume of Beijing in 2015 was 201 billion 690 million yuan, up 40.2% over the same period last year.

In 2016, the retail sales volume of Beijing was 129 billion 990 million yuan in the first three quarters, an increase of 12%.

E-commerce has become the main force to stimulate consumption and has gradually developed and matured.

In the context of the electricity supplier's preoccupation with the consumer market, the electric shock of Guan Ye group is not a case.

Li Yanchuan, Secretary of the municipal Party committee, revealed that the electricity supplier had a great impact on the sales performance of the stores, and the consumer goods and snack foods at high frequency were more obvious.

But this is not entirely attributable to the rapid growth of the electricity supplier. The physical stores are not enough on the guidance of customers and the way of experience, so they can not attract the attention of young consumers.

Market competition is like the law of natural survival. With Darwin's theory of natural evolution, it may be better to understand some phenomena of declining or closing stores.

After all, only by adapting to the market consumption demand and development trend can we survive.

Fusion

Pass through

After baptism, the relationship between electric business and physical retail is changing: the electricity supplier starts the entity store under the layout line, and opens the door for other brand stores, showing the trend of integration and mutual integration.

The Ministry of Commerce recently released the opinions on promoting entity retail pformation and innovation (hereinafter referred to as "opinion"), pointing out the deployment of entity retail enterprises to speed up structural adjustment, innovation and development mode, cross boundary integration, and continuously improve the supply capacity and efficiency of goods and services.

In addition, the "opinions" also stressed that to promote cross-border integration, promote online and offline integration, promote cooperation in various fields, promote integration of domestic and foreign trade, and build a new retail structure through synergy.

Li Yanchuan believes that the distance between the electricity supplier and the physical store is narrowing, but there is a shortage of e-commerce talents in the physical store, and it needs to cooperate with other platforms to achieve door-to-door distribution.

The physical store has increased the consumption of young customers, and the online platform also has more room for growth in performance to achieve win-win development.

In the trend of convergence, the entity store has also gained a lot of experience from the electricity supplier.

Lin Yongqiang believes that the electronic commerce platform can achieve precise marketing through data management of the members' customers, but the physical store can only judge the customers with "sensibility". "Crown Industry Group will also increase the application means of big data".

Domestic retail sales are accelerating electricity suppliers, and foreign retail giants are eating the cake in China through touches.

This year's "double 11", the second largest retailers in the United States, Taghit, Messi, department store, Korea E-MART, Japan Lotte and other famous department stores and traditional hypermarkets have been stationed in Tmall platform, through the electricity supplier channel to test the domestic market.

Marsha even closed all the mainland stores, leaving the electronic business platform to continue operation.

Transformation

In 2015, the Wumart supermarket, which launched a strategic cooperation with the electricity supplier, did not feel much about the impact of the electricity supplier.

Wumart responsible person said that Wumart and multi-point cooperation, to carry out distribution services, when the electricity supplier hit, did not cause greater performance impact.

With the upgrading of physical retail touches, e-commerce channels are continuously merged into offline entities, and the two tracks are parallel, so that we can do enough to enhance the service experience and truly create diversified channels for consumers' needs.

Online and offline integration has brought some improvement to brand exposure, channel control and market sales performance.

In exploring the online and offline integration mode, in the judgement and practice of this trend, it is necessary for the brand to adjust its route according to its specific circumstances.

Fang Aiqing, Vice Minister of Commerce, recently pointed out that the development of online retailing is very fast and how the development of physical retail actually develops. Some enterprises are not very clear about that.

After many domestic and international research, the Ministry of Commerce has made a clear definition of the next development direction of physical retailing.

There are three pformations in promoting physical Retailing: first, the pformation from selling commodities to guiding production, promoting supply side structural reform and innovating lifestyles and expanding consumption.

The two is the pformation from a previously decentralized independent competitive body to a new ecological direction of integration and coordination.

Three, from the former extensive development to the quality and efficiency direction.

Lai Yang, a special expert of the Beijing Institute of Commerce and the Secretary General of the business economics society of Hong Kong, said that the physical store has great potential for development, but the traditional way of retailing must be changed and upgraded.

With the rapid development of the channel advantage, the electricity supplier needs to connect with the entity store to deepen the recognition of the consumers' brand.

Whether the starting point is the electricity supplier or the entity, increasing the characteristics of display and experience is the key to winning the opportunity.