Physical Stores Should Build Competitiveness With Differentiation

At present, the obvious impact of the electricity supplier on the entity store is the diversion effect of the electricity supplier.

First of all, online shopping is convenient, for example, many office workers have no time to visit the physical stores because of their professional relationship.

In addition, online shopping mall products are rich, attracting a large number of customers to online shopping.

Now the popularity of smart phones and the convenience of mobile Internet also accelerate the speed of such diversion.

Therefore, if

No adjustments and changes have been made yet, and diversion is inevitable.

From the point of view of closing stores, on the one hand, it does come from the impact of the electricity supplier, but on the other hand, it also reflects the competition among the physical stores. The shops that are not competitive will be vulnerable to online retail, and those competitive and characteristic stores will not necessarily be affected.

This competitiveness, in particular, includes the competitiveness of commodities, the competitiveness of prices and the competitiveness of services.

At present, the development mode of two legs walking online and offline has been clearly defined by Da Yun FA and Fei Niu net.

Although the whole industry is very hot now, in fact, in the whole retail industry, the electricity supplier accounts for less than 20%, and more than 80% of the customers are shopping in the physical store.

And the strategy of taking the two legs along the line is the main reason for the big business development.

First, many customers of big fat run have their own online shopping needs. If RT does not provide online shopping services, many users will lose.

Second, regional expansion.

The consumption level of Da Yun FA is aimed at the mass market, but in the downtown area of major cities, because of the high land price and no bulk land for the physical stores to enter, the big RFA is temporarily unable to cover.

There are also some remote villages and towns which are difficult to cover.

Flying cattle network can be an important supplement to the area where the RT service is not covered.

Third, expand the number of products.

The number of self operated products is limited, but the selection of online shopping mall can be extended indefinitely.

A large RT user may need more than just the products of the RT Mart. The beauty shop needs more tide products, and then the online shopping mall can provide a supplement to it.

Besides, the flying bull network is also following closely.

This draught.

At present, China's middle class is growing, and the income of domestic residents is also increasing. Many users demand more and more imported goods.

In the past, the proportion of import commodities of big Rand was low, so big RFA should be adjusted accordingly. The cross border import business of Fei Niu net has gradually become one of the key directions of flying bull network.

We have successfully set foot in the cross-border import electricity supplier by using the partners of big RFA, France Auchan and Taiwan's commodity resources.

In foreign countries, some distinctive member stores are very unique in many aspects, which can attract some customers.

Therefore, these stores will not be too homogeneous.

Diverted and pferred.

Accordingly, Da Yun FA has adjusted their own tactics accordingly to make the products more unique, and to facilitate the service experience and enhance the more obvious differentiation.

First of all, we expand the fresh area in the store and adjust the mother and baby products of the big fat business according to the second child policy.

In addition, we have expanded the catering section and entertainment functions in the shopping street, because despite the impact of takeaway O2O, the demand for restaurant consumption is still very large, and the function of entertainment facilities is also a service that electricity providers can not provide.

If we mention the difference, Costco in the US will do very well. Basically, the supermarkets and electricity providers that they compete with are very few. This is due to its membership.

Costco adopts a fee based membership system. When it becomes a Costco member, it will be very cheap to buy goods, but if members spend less than Costco a year, it will be very uneconomical.

It is worth noting that Costco adopts centralized procurement to negotiate with suppliers. Therefore, it is a centralized product attack. Each category has one or two items, so there is not much SKU, about 4500.

In this way, though customers do not have many choices in Costco, Costco has already helped customers choose which products are more suitable.

In addition, Costco develops its own brand, so its uniqueness is very strong and its price characteristics are very strong.

Because of this differentiation, Costco, which is based on membership and unique catalogue, has been able to avoid the retail price war and has a good brand trust.

In terms of mode, Da Yun FA and Fei Niu net also adopted the membership system of Costco.

But unlike Costco, the partner system is a supplement to diversion.

The way of partnership is like this: when a member recommends a friend to enter the flying bull net shopping, the member can get the reward for returning the net.

This way can not only enhance the visibility of the flying bull network itself, but also introduce traffic to the flying bull network, and enhance the loyalty of the flying bull network. It can get better quality traffic faster than burning money advertising.