How To Balance The Interests Of Online Sales And Offline Stores

In the face of the surging electronic commerce and the common development of online and offline businesses, the business strategy of the right hand and left handed companies has been adopted.

Widely used, but how to make good use of this plan, balancing the interests of online sales and offline stores is an urgent problem that enterprises need to solve at present.

Zhang Xiaoping, a well-known financial writer, brings an interpretation.

Zhang Xiaoping: some electrical appliances, sports,

There is a "left and right hand beating" phenomenon in the sale of physical stores and online sales.

Recently, distributors of Lining sporting goods complained that as the discount of online sales was getting lower and lower, the sales of shops were shrinking. Now the stores have been reduced to seven from their heyday.

This phenomenon is not a case. This is exactly the epitome of the continuous pformation of Chinese enterprises' business models under the background of e-commerce information.

As more and more people choose to shop online, the proportion of online sales in the business operation is increasing. For those companies that focus on offline operation, instead of watching their own market being eaten up, it is better to open online business and attack them online in succession.

In the interests of sports brands, apart from Lining, PEAK, Anta, XTEP and other brands, at present, in addition to maintaining the offline entity store operation, have opened an e-commerce platform, the online and offline co-operative business model in the industry is known as the "left and right hands fight" in the industry.

However, for many enterprises that are growing up, it is no easy task to make good use of this record, at least from three aspects.

First of all, online and offline must play a good role.

Since late September, Lining's store shopping ticket has attached the information and website of Lining's official mall, which spent 980 yuan to repurchase 45% off of the whole store's information, which embarrassed the shop very much, because such discount was lower than most retailers' discount.

Obviously, as the sales branch of Lining, the practice of online sales has directly affected the confidence of offline distributors.

Under the impact of online sales, the offline distributors are confused about the future development. The most taboo of enterprises' "left and right hand to beat" is to fight online and offline without forming a resultant force. Instead, they are fighting against each other.

Although from a realistic point of view, online and offline friction can not be eliminated in the short term, but the separation of roles online and offline should be a direction.

In fact, we should correctly examine and evaluate the role of the electricity supplier in the sales channel of the enterprises, so as to work out a more suitable sales strategy. This is a problem that the whole industry should pay attention to now and in the future.

Secondly, we should balance each other and coordinate development.

The introduction of suning.com means that the Suning line is built online and down, and a three-dimensional sales channel has been established. This two-way mode enables Suning to integrate the channels under the line and online, so as to maximize the efficiency of the huge procurement and logistics platform.

Under this mode, sunning's online and offline businesses have formed good complementarity. Even if the stores in the second tier cities are shrinking and operating properly, online businesses will make up for the loss.

As time goes on, online and offline roles may become offline display experience and services, online ordering and buying.

Since then, how to balance the distribution of interests under online and offline has become a problem.

In fact, this problem has been highlighted in many enterprises, and different enterprises will have different solutions to this problem.

For example, under the same scale of purchase, the channel of entity channel is the same as the price of electricity supplier. If the return channel of entity channel is higher than that of the electricity supplier, it may be a good way to make up for the function of display and experience of entity channel.

In short, the most important thing for enterprises to balance each other's interests and coordinate development is to maximize resources and efficiency.

But it is not easy to do this. It requires the excellent coordination ability and integration art of the business operators.

Last but not least, enterprises should clear their minds and find a way out according to their own advantages and characteristics.

Turning to the future business model, PEAK's CEO

In the near future, PEAK's distributors and entities will be networked on a unified platform.

If a customer orders online, he will be responsible for delivering goods from the nearest store salesperson, thus solving the problem of warehousing and goods discounts.

In the face of the surge of e-commerce, enterprises must start from their own characteristics, foster strengths and circumvent weaknesses, and find the most suitable mode of operation so that they can occupy the most favorable position in competition.