Analysis Of The O2O Mode Or The Mainstream Of Traditional Retail Industry

For the future direction of the retail industry, the Internet that can be determined will never become a shortcut for the "corner overtaking" of retail enterprises. In addition, the Internet will become the driving force of retail businesses' "straight competition".

Where is the "territory" of the entity store? Liu Xiangdong thinks that the category that emphasizes the sense and service is that consumers need to touch and smell, and need to go to the store to experience and consume.

Through case analysis, Liu Xiangdong believes that the O2O mode brings new impetus to the retail industry, and there are four modes for Chinese entity retailer Internet practice O2O.

The first is "pulverized powder", the main goal is to carry out Internet marketing and establish a relationship with consumers.

Liu Xiangdong, for example, said: Xingtai home paradise group basically monopolized the retail trade in Xingtai, with about 600000 members, but the original membership data was opened, and almost no information was available.

At this time, Xingtai home paradise used a "stupid method", invited a survey company to design questionnaires, design investigation process, train shop assistants, and then come to understand members' situation one by one.

In this way, we can re understand members.

The home paradise has been welcomed by most members.

In the process of entering the house and communicating with members, it has actually increased the reputation of enterprises and has received many valuable suggestions.

The general manager of Xingtai home paradise said that after getting useful information, integrating on the Internet and establishing contacts with consumers are beneficial to the future marketing.

Liu Xiangdong said, the second mode is: from Internet sales to electricity supplier and entity store dual channel integration, this is the most O2O type of retail business.

This mode of O2O closed loop, online and offline have achieved good sales.

Some retail businesses have achieved O2O through cooperation with e-commerce providers.

Liu Xiangdong, for example, said: Jingdong mall should rush from line to line, the first partner to find is Shanxi province's earliest chain enterprise, Tang Jiu convenience.

This is because Tang Long convenience has the best foundation in Taiyuan. Transportation, logistics and management are very good. The convenience stores run by businesses hold the "last mile" node of Commerce.

In October 2013, Jingdong and Tang Jiu convenience started operation.

Tang Long convenience and online cooperation have produced good results.

Tang Jiu convenience has a total of 230 thousand members in the Jingdong, browsing about 110 thousand times a day, with a daily order of about 1000.

About 800 orders per day on WeChat, with a monthly sales of about 1 million 250 thousand yuan.

Next, Tang Jiu convenience to enter Tencent, Taobao, Suning and other websites, but also to Minsheng Bank, China Merchants Bank, telecom integration mall, through cooperation with the electricity supplier to find new business opportunities.

Huarun Wanjia is O2O based on enterprise characteristics.

Liu Xiangdong said that Huarun stores have large stores and standard small supermarkets. For consumers, supermarkets are far away, and there are fewer things in small supermarkets.

So, Huarun started to buy tablet computers, and consumers chose to click on Pad to buy goods in the small supermarket. After the payment was completed, the information went through the Internet to the logistics system of the hypermarket, and then the distribution was arranged by the big store. Consumers were equal to buying large stores in small shops.

Liu Xiangdong said that the third mode of O2O in retail enterprises is to build value network and create O2O of local life platform.

This is the way shopping centers and some regional leaders are exploring and implementing.

Liu Xiangdong said, for example, "Teng million" was founded in August 29, 2014. Wanda, Baidu and Tencent announced that they jointly invested in the establishment of Wanda electronic commerce company in Hongkong, with a registered capital of 5 billion yuan, Wanda, Tencent and Baidu holding 70%, 15% and 15% respectively. The three parties have announced plans to invest 20 billion yuan in 5 years.

To develop O2O e-commerce business mode, the website is called Fei fan net.

This is actually a platform for the comprehensive service of local life.

Wanda has shopping centers in various regions. It has the main consumer groups, and achieves integration through online and offline by Wanda network.

Suggestion: big companies like Tianhong can choose third modes of O2O.

Tianhong has a real main customer group. It is a platform for online life service providers to rush to the line. It is also a platform for cooperative business operators. It has the advantage of building local life service O2O.

From value chain to value network, entities in the Internet era must have a kind of cooperation.

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How to make use of the customer resource advantages of shopping malls and use the powerful marketing and operation capabilities of shopping malls to realize the value network O2O? Liu Xiangdong thinks that retailers should be in the position of coordinator, and integrate the flow and information platform on the one hand, for the offline of retailers.

On the other hand, it contributes to the electricity supplier.

Liu Xiangdong believes that the fourth O2O mode is the so-called "Internet +", which reconstructs the concept, process, organization and resources of the enterprise through the Internet.

For example, BBK, a chain retailer, recently announced that it had to make five big projects: big business, big logistics, big convenience, big membership and big payment, the core of which is the fermented integration between the electricity supplier and the entity retailer.

The original relatively closed enterprise value chain nodes are opened.

Take these nodes as the core, establish the connection with all kinds of external resources of the society, and then realize the integration and coordination of resources on the large platform.

In view of the idea that "electricity providers replace shop operators", Liu Xiangdong said that in the retail industry, retailers and e-commerce providers are retailers. They are two different business models, and they are competitive relationships instead of substitute ones.

The two are competing in goods and services, and the boundaries between them are mobile.