Physical Retail Rings The Transformation War O2O Sermon Transformation Road

　　 Severe market test

According to IDC, China's online retail market will account for 12.9% of the total retail sales of consumer goods in 2017. You know, in 2010, the proportion was only 3.1%. Online electricity providers continue to squeeze under the line of physical retail living space situation has been clear.

At present, physical retailing is facing multiple pressures, such as slowdown, differentiation of performance, cost pressure and development of electronic business. On the one hand, the volume of traffic is impaired, and the offline store has become part of the customer's fitting room with declining retail sales. On the other hand, the change of consumer demand puts forward diversified and high-quality experience needs for shopping, and shopping itself becomes collateral behavior.

It can be seen that in the Internet era, consumers' shopping habits, business models and business processes will revolutionize and change. Faced with the pressure of multi competition, whether the physical retail industry is flourishing and falling to the critical moment of life and death? In the view of Hangzhou Hua three communications, which is involved in the information construction of many retail enterprises, it seems that the docking of traditional retail thinking and Internet thinking will be the key to the transformation of physical retail. With the help of the Internet, entity retails innovate through the whole channel of business mode. In the core mode, transformation thinking, customer experience and operation experience, we can improve efficiency and reduce market cost by improving efficiency, and win the opportunity in the increasingly fierce market environment.

　　 O2O sermon Transformation Way

The process of Internet industry is irresistible. In this context, the entity retailing industry needs to upgrade its new industrial mode, combine with internet thinking through various ways, and make seamless integration between online and offline. O2O is obviously the best choice for the transformation of retail industry.

The core of the retail industry is the consumer, and the consumer centered distributor must be the last winner. Compared with the previous simple purchase behavior, O2O can increase the sale chain of physical retail through the roping of offline entries, forming the interaction between online and offline. It can not only provide consumers with more personalized and intimate consumption experience, but also accumulate and accumulate massive data, so as to get consumers' buying habits and enhance the core competitiveness of commercial enterprises. Visible, in the traditional retail industry chain transformation urgent machine. O2O Innovative business models fully cater to the transformation of physical retail, and become a "preacher" in the process of traditional retail Internet.

It is gratifying to note that some retail entities have established mature online channels, official website stores, WiFi stores, innovative payments and mobile applications, and have made various attempts in the O2O field. According to the traditional retailers' Online Retail Research Report (2014) released by China Chain Store Association, in 2013, the O2O mode was recognized and tried by traditional retailers. In 2013 alone, 43% of the top 100 chain enterprises had already launched O2O business, while 57% of them had not yet launched but they were willing to try.

This shows that under the tide of mobile Internet, physical retailing has seen the huge development opportunities brought by O2O business mode for the development of the industry, and is trying to find a new way to tap commercial value.

　　 New IT development Channel marketing

The transformation of O2O in physical retailing is by no means simply opening online services to build the electricity supplier. It needs to start from the development characteristics and operation environment of the whole industry and grasp the key to development. Hua three thinks that the business environment is undergoing many transformations: compared with the past, consumers pay more attention to the one-stop experience of consumption and service efficiency; retail competitiveness is more focused on brands and users; new marketing based on wireless WiFi is bringing new opportunities for development. Among them, the full channel marketing based on massive data has become the key to improving customer service experience, enhancing market competitiveness and landing O2O in retail industry.

The new IT technology, such as wireless and big data, has laid a solid technical guarantee for the full channel marketing of physical retailing. Based on wireless network, physical retailing can provide free internet service to consumers, enhance consumer shopping experience and customer stickiness, and greatly improve service satisfaction.

In addition, wireless location, wireless probes and other technologies provide more possibilities for the retail channel marketing mode. Using wireless location entity retail can collect and analyze customer behavior information. With the help of big data analysis, we can send targeted marketing and service information to different users to achieve precise marketing. Wireless location provides a complete and integrated shopping environment for customers by providing mobile phone navigation, intelligent car searching and other services.