Traditional Retail Giants Are No Longer Switching To Mobile Internet.

Recently, it was reported that more than 100 retail enterprises from Shenzhen attended the summit of "Internet + retail chain". The meeting explored the development mode and trend of the retail industry in the Internet era. In the face of fierce competition, a number of retail "big guys" bluntly said that "product content + online platform + offline experience" formed the "Golden Triangle" relationship of the retail industry.

Under the same price line, the traditional big brands are no longer strong.

How did the Internet change the retail industry? Fei Guoqiang, chairman of the company, said that "the appliance chain industry is hard to do".

Nationwide, although digital goods are standardized and easy to express, the proportion of digital products online accounts for only about 20%. On the contrary, small household electrical appliances account for a large proportion of online shopping, reaching 50%, and air purifiers reach 60%~70%.

"When we do exercises, we find that online sales do not depend on commodity standards, but on gross margins. The higher the gross profit margin is, the easier it is to sell online."

He disclosed that we often say that the price is low on the line, but the high end / high unit price of paramount power sells well in Jingdong.

The company has been selling big brand products. Now it has tried to do some Internet and new brand products, such as hammer cell phones, Dajiang UAV products, and children's watch phones.

It helps a lot to improve sales.

"Because of the existence of the Internet, the traditional big brands have also become less powerful." in addition, "going to the intermediary" has become a direction for the development of retailers.

At present, about 80% of the products of the company directly cooperate with the factory, and the sales of goods directly from factories are also increasing.

"Now, I want to make the physical store longer, but this is too conservative. I should have more room and hope to make my customers like me better than yesterday."

Fei Guoqiang said.

Now, the price is based on online data, which is priced by the online departments of the enterprises, making the same price online and offline, so the price is very pparent. Many enterprises' "black hole" is also avoided. He finds that online pricing is a very scientific method.

Now, he is wondering why he doesn't let customers do things online, he hopes to open up a platform or function to enable consumers to complete online action.

Mobile Internet has subverted traditional business models.

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Yang Ping, general manager of Southern China District, said that the mobile Internet had subverted the traditional business mode, and the retail enterprises began to focus on the expansion of the scale to the originality of the business content and the improvement of the quality of the operation.

In addition to thinking about the functional attributes of commodities, Maui began to think about how to allocate time for consumers, improve efficiency, how to meet the needs of superimposed consumption, and do more thinking on experience and cross boundary to find new foothold.

"Because we believe that if we didn't do well, we would talk about what to change."

How does the retail industry "Internet +"?

Dong Hui, chairman of Yun Zhonghe, gave two sets of cases - Metersbonwe's dual channel mode, which failed in less than a year. The fresh electricity supplier of Yonghui supermarket has failed for eight or nine months because of its own carrying capacity.

To sum up, it is a lack of understanding of the electricity supplier.

On the other hand, online sales of an old British retailer increased from 35% to Wuhan in 2014.

Online business has increased from tens of millions of yuan to nearly 500 million yuan in two years. WAL-MART, the first online business in 2011, was $3 billion, up to 13 billion dollars last year.

Wu Qingbiao, general manager of the eight horse tea industry, shared his O2O experience.

"We first split up, chose to divide it, and separate the online and offline businesses. All the new recruits form an independent team to do online work."

He said that after three years, the eight horse tea industry has achieved the first category.

Summing up experience, I think "differentiation may be right, because online and offline thinking and practice are different".

In addition, not all industries are suitable for O2O, catering and hotels may be very suitable.