Retailers Chain Chain Services To Create An Integrated Industrial Service Platform

< p > recently, a well-known household appliance retailer in China is exploring a new mode of logistics real estate, and hopes to undertake the strategic responsibility of the enterprise with this "home appliance logistics park": safeguarding supplier relationship, supporting traditional stores, locating large and medium cities suburbs, exploring new comprehensive development mode, fostering new profit growth points and making big development profits.

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< p > in my view, this can be called the "active logistics real estate" strategy, which is the traditional retailer's Jedi counterattack.

The traditional retail mode is being shocked by the rapidly rising electricity supplier, and the retail business performance has dropped sharply.

Then, can the counterattack behavior represented by the home appliance logistics park of the enterprise bring some new directions to retail enterprises and logistics real estate? < /p >

< p > strong > full chain channel services to build an integrated industrial service platform < /strong > /p >

In the broad sense, P is an important logistics node and is closest to the end consumer.

In foreign countries, large retail enterprises, such as WAL-MART, are also very important for promoting the development of logistics technology.

Retail enterprises not only rely on terminal outlets to create competitiveness, but also create higher customer value and lower links cost through production, procurement, warehousing, logistics and services, thus forming the core competitiveness of enterprises.

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< p > China's retail enterprises have long relied on monopoly outlets to seize the throat of the consumer market channels. The main selling way is "sales split" and "enter shop fees", etc.

In addition, retail enterprises tend to "crush" upstream enterprises by extending their checkout period, thereby enhancing their strength and quickening their network layout.

This has become the fundamental driving force for the great development of retail enterprises since the 90s of last century.

Some companies even get a large number of manufacturers' loans through deferred settlement as their source of investment.

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< p > however, the impact of e-commerce has begun to gradually change this situation.

With the development of the Internet, the acquisition cost of commodity information, especially the price information of the same kind of goods, has been reduced to almost zero. This not only greatly changed the consumption behavior, but also found new outlets for the manufacturers that were squeezed by merchants.

Under the impact of Taobao and Jingdong, the decline of traditional retail business is the time to make the Jedi counterattack.

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< p > retail is an "upper and lower" link: enterprises should serve both consumers and suppliers.

For example, in 90s of last century, it was also facing the pressure of overall decline in dealer profits.

Then it quickly adjusted its strategy to pform itself from a simple distributor to a "channel integrated service provider".

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< p > as a channel service provider, on the one hand, cardinal deeply explores the needs of medical institutions, reducing the cost and increasing value for the end consumer customers, such as reducing the number of customers' drug stock and adopting smaller commodity packaging portfolio based on the commodity management data system, so as to reduce the unnecessary expenditure of customers.

On the other hand, by providing information system support for upstream manufacturers, it encourages upstream enterprises to "lean production" and reduce inventories, while reducing market development, customer service input and warehousing costs.

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Less than P, the ability to create value by service has made it the world's top 100 enterprise, and its full chain service mode has become a benchmark in the field of business.

The success of cardinal is because it catches the value of the retail and even logistics industry, makes the goods reach the consumers from the manufacturer at lower cost, creates a better experience for consumers, and creates higher commodity emotional value by service.

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< p > for China's retail enterprises, abandoning the pressing of upstream manufacturers and turning to cooperation with manufacturers and win-win ways, first of all, we need to completely change our mentality and abandon the mentality of chain monopolist. We also need new technology inputs such as information systems to build a service system.

Taking the example of cardinal, we can excavate and guide the needs of customers through the integrated information system, guide manufacturers to lean production, and replace the inefficient decentralized service mode with unified warehousing, logistics, installation, maintenance and other service systems, thus saving the cost of the whole chain.

Only the value of others is the prerequisite for the survival of enterprises.

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< p > of course, enterprises still need to reshape the value of the outlets while doing well in the service platform.

Traditional storefront is a commodity display and trading center, but the electricity supplier has greatly impacted the traditional storefront functions.

For traditional businesses, the retail function has been irreversible decline, experience, training, services, leisure and other "land" function gradually strengthened, and more business projects through cultural activities, such as strengthening their social interaction function.

Enterprises can also learn online, offline and offline integration modes such as Tesco, Taghit, etc., to enhance the value of offline display (Showroom), distribution and service. They can also increase the value of outlets by niche and design products through the development of mobile shopping technology and the release of exclusive commodities.

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< p > < strong > active logistics create new city consumption destination < /strong > /p >

< p > property development is inseparable from capital.

Because of the high cost of land and the lack of financial instruments such as REITs, any type of development must pay attention to the way of return on investment, especially the problem of cash flow in advance.

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< p > industrial estate development often requires the combination of renting and selling, that is, to solve the demand for cash flow by selling property rights, and to achieve long-term asset returns by leasing.

Logistics park is no exception, but the sales property of logistics park can easily evolve into a wholesale market shop mode, which is not the best choice for home appliance retail enterprises.

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< p > first, the wholesale market will conflict with the original outlets of the enterprise, and it will conflict with consumers' demand for home appliances brands and services.

Secondly, the wholesale market will often restrict the development of the city because of the environment, grades, and so on, and it is not the way that all local governments welcome.

Therefore, changing the negative image of the traditional logistics park and choosing a better business mode is very important for the enterprise.

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< p > these positive logistics parks should contain three kinds of functions: first, the household electrical appliance industry service system, which is mainly based on warehousing, distribution and after-sale services, which is the foundation of the park and the important starting point to promote the strategic pformation of household appliances retail business; secondly, the new urban leisure consumption destination with experience, exhibition, education and leisure as the main body -- this will be the highlight of the project and the important function of realizing the value of comprehensive development; finally, it can also extend the related industrial space such as e-commerce, product development, cultural advertising activities planning and so on.

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< p > the construction of leisure consumption destination combined with industry and logistics is the highlight and difficulty of the project.

Although not yet fully formed projects can be learned, some foreign project cases have been able to provide reference in different aspects.

Many foreign companies are willing to create comprehensive tourism, learning and consumption destinations with their products and culture in order to narrow their distance with consumers, publicize their corporate culture and brand names.

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Wolfsburg Volkswagen City, which was officially opened in 2000, is still a benchmark project for industrial tourism so far. P

Its functions include product display and experience, brand and cultural display, customer service, entertainment and leisure. Now it has more than ten million visitors and has become a famous tourist attraction in Germany.

Its time Museum and vertical spiral garage are very popular with visitors.

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Similarly, many enterprises in Japan are willing to set up an exhibition hall in their office buildings, such as the Asahi exhibition hall in Asahi Beer Building. Tokyo electric power is also equipped with 8 levels of power Museum, including daily life interesting experience, future home, children's play design and so on. P

SONY opened the dream science and Technology Museum to China.

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< p > home appliance field represents the frontier of high technology in daily life. No matter mobile device, smart home or new wearable equipment, the development is changing with each passing day.

Haier and other enterprises, even outside the smart home experience hall, have even explored their own enterprise science and Technology Museum. These are good industrial tourism grafts.

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For P, the change of home appliance retail enterprises has not been discussed, but how to pform is worth studying.

To the enterprise itself, the ability to create value is the only basis for an enterprise to survive. On the one hand, it dances with suppliers and changes the supply chain management to the whole chain service; on the other hand, it should strengthen the experience function and dig deep in the field that can not be virtual.

For logistics real estate, creating an attractive space on the land with cheaper prices in the suburbs of the city is the only way to enhance the value of development.

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