Jingdong "618 Stores All Together" Was Questioned, What Kind Of Position Should The Electricity Supplier Open Online?

According to the world clothing shoes and hats net understanding, leading

618 stores are all new channel business department, it is also Jingdong 5 years to open 100 million convenience store project recipient, plus previously shares Yonghui supermarket, marriage

, push Jingdong to get home, Jingdong household appliances opened 1 new stores, Jingdong entered the line.

Perhaps aware of the price bottom, service upgrade can not highlight the innovation of color, Jingdong wants to link online and offline to create this year.

A big bright spot, so in June 1st, announced that the country's 3 or more small and medium-sized stores overnight "red", hanging out of "Jingdong 618 online, online and under the flowers" banner, the scene is quite "spectacular."

The leading Jingdong's 618 outlets are the new channel business unit, which is also the Jingdong's 5 year open 100 000 convenience store project recipient, plus the previous shares of Yonghui supermarket, the marriage of WAL-MART, the push of Jingdong to the home, and the opening of 1 new stores by Jingdong appliance.

In fact, Jingdong's involvement in the offline market is not a case. Alibaba, Dangdang, poly America and Amason are involved in different ways.

Despite the exception of the mainstream e-commerce players, there are few industry benchmarks sustained by consumers so far.

So the question is, can Jingdong get out of the vicious circle of the electricity supplier's defeat line? What kind of posture should the electricity supplier open online?

Under the electricity line shop opens three challenges

There are two reasons for the addition of the old Internet demographic dividend and the high cost of electricity providers. First, the experience is short and the sense of experience has always been a bruising phenomenon in the Internet mode. After sales service is inefficient, it has been criticized. The rise of the electricity supplier is to solve the sense of distance caused by the lack of sense of experience. The two is to tap the potential of consumption under the line. The rapid development of the electricity supplier accounts for less than 2 of the retail industry.

There is nothing wrong with improving the consumption experience and looking for the business growth point. But we must wake up to the fact that the offline stores everywhere are unfamiliar areas. They are not open to business.

Blindly copying online play or underestimating the difficulty of opening a shop is folly.

I concluded that the opening of the business line is faced with three major challenges, which is the reason why it has broken down.

First, the electricity price war online is not accessible.

GMV (paction volume) is one of the core indicators of the electricity supplier. The common way to improve GMV is the price war, followed by losses.

In other words, the electricity providers do the business of losing money and making money. Let's not see that their technical content is not high, but it is with this simple and crude method that the electronic business platform can tell the investors the moving story and get the financing to fight again.

Profit is important, but it is not a short-term goal.

In contrast, offline stores, whether they are chain stores, affiliate or couple shops, take profits as a top priority on the first day of operation.

Even if it launches sales promotion, it is determined not to lose money.

This means that the electricity providers use price war to pull off the performance of online marketing, and lack of offline retail and management experience.

Two, the electricity supplier brand advantage can not extend to the line.

The traditional retail survival rule is that the more subdivision pays more attention to brand, every sub channel will have different brands, leaving different impression on consumers.

This means that when the integrated e-commerce platform enters the line, it will bear the brunt of the problem of selecting products. The cost of physical stores is high, and the quality of the products must be precise, while the players usually feel sad about the two structures of the commodity structure under the positioning line and the differentiation of online and offline commodity combination.

Even if the electronic commerce platform achieves precise selection, it still faces the embarrassment that the brand superiority can not extend to the line.

For example, Jingdong mother and baby used to compete with Tmall mother and baby, distribution service is its inherent advantage. After entering the line, Li Jia Bao and Yue you pregnant baby become their opponents. Logistics advantage is useless, and it can not add color to its brand, so it is difficult to get consumers' favor.

Three, whether the same price is entangled in the online and offline businesses.

The scope of e-commerce players' influence extends from online to offline, which is a huge test for supply chain management, both internal and external pressure.

External and middleman links are not unique advantages on line. Under the line, the scope of direct supply mode is also expanding, and supply chain is shortened to enhance price competitiveness.

Internally, the electricity providers are entangled in the formulation of the pricing system. Whether the same price under the online and offline involves the serious problem of dealing with the relationship between the platform and suppliers and their channel providers.

When many e-commerce platforms get involved in the line, they are going through a detour in the integrated supply chain resources. The most typical way is to adopt two independent supply chain systems under the online and offline business, resulting in waste of resources and rising costs. Or heavy line and light line, that is, giving priority to meeting online consumer demand, because the mistake is that offline offline is a supplement to the Internet, and the degree of attention is not enough, so that the development opportunities are missed.

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Let consumers be right under the shop.

In addition to the above three difficulties, there are also subjective factors in the market of electronic business platform.

Take Jingdong 618 million stores as an example, people who do not know the truth really think that Jingdong has done a good job and can be comparable to the Suining line and the online celebration. In fact, there is no obvious change in the store except for the red banner hung outside the store. Consumers can not perceive the profit of the price.

This kind of flower boxing and embroidered legs and wild animals are easy to lead to the abnormal development of retail industry.

It is no wonder that Tian Rui, vice president of Suning cloud business, can not help laughing. "This is the 618 way of store promotion." Jingdong has released words to open 100 000 stores. If all of them are expanded in this way, it is not easy to say that there are businesses in the making of banners.

From another point of view, the business is facing many difficulties under the March. It is a normal phenomenon that the development is frustrated. However, the repeated defeat is a big surprise because they lack the awe of the offline market.

Of course, it's no use complaining about your own shortcomings.

In fact, both online and offline must spare no effort in pursuit of consumer recognition, which is the direction and assessment standard of retail industry.

Especially for the traditional retail facing consumers, let them feel the enthusiasm, professionality and other qualities.

Instead of complaining that the consumers who vote on their feet are too realistic, they should try to provide them with good quality products and considerate service, which is the right position of the business line.

We can learn from Suning how to play the offline market.

Perhaps you will say that the electricity supplier should take the consumer action as the criterion of the highest action.

As we all know, Suning started from the line, expanded from household appliances to the whole category, and moved from Nanjing to the whole country. Currently, there are 4000 stores and 80 thousand salesmen.

Some people think that it did not set foot in the electricity supplier until 2009. The development path is from offline to online, and there is no difference between mainstream players and online players.

This query seems reasonable, but in fact ignores an important industry rule: almost become a politically correct line of integration of retail lines, not in the future, but in progress.

Now that we are on the road of integration, it is not important from online to offline or from offline to online.

In fact, Suning not only performs well in the online market, but also a sample of traditional enterprise pformation, and its pformation in the past 8 years is a reinvented pformation, especially in dealing with online and offline prices.

As early as 2013, Suning Appliance was renamed Su Ningyun business, and Zhang Jindong put forward online and offline integration. Suning launched measures such as "double line parity" and open platform "Suning cloud platform".

This is an unprecedented comprehensive attack by Suning. Time has proved that Suning's "O2O mode" concept is incomparable.

In 2015, Suning completed the pformation from + Internet to Internet +, and the profit situation was greatly improved.

Earnings report showed that Suning's operating income was 135 billion 676 million yuan in 2015, an increase of 24.56% over the same period last year.

Perhaps consumers are not very impressed by Suning's beautiful financial reports, but they must be impressed by their reliable services.

Suning 80 thousand salesmen are all home appliances experts, helping groups of friends to solve all kinds of difficult problems related to household appliances. Outstanding people were promoted to Suning V, and consumers were trusted by professional and enthusiastic services. One person sold 170 thousand household appliances and became a good example in the industry.

It is worth noting that suning.com is very strict with the demand of the first line shopping guide.

Take makeup and dress as an example. Female guides have 7 kinds of makeup tools, including foundation, eyebrow pencil, eye shadow, eyeliner, mascara, blush, lipstick.

In summer, you must have long hair, and you can't wear more than three kinds of hair accessories. You need to wear black T-shirt and dark blue elastic jeans.

You know, this style of painting is usually only found in high-end luxury stores.

Written in the end

In March this year, Zhang first introduced the new concept of "smart retailing" in the industry, namely, using the Internet, Internet of things technology, perceived consumption habits, forecasting consumption trends, guiding production and manufacturing, and providing consumers with diversified and personalized products and services.

The core of smart retailing is to perceive people's needs and output services with temperature.

Suning 4000 stores to complete the pformation and upgrading of the Internet, is the best carrier of this service.

In my view, compared with the three major technical problems, the right mindset is the primary task of opening the shop under the electricity line. We should put an end to the exaggeration and the great leap forward style and not easily make unrealistic goals. Instead, we should take a steady and steady strategy and strive to lay a solid foundation.

To tell you the truth, Jingdong hanging a bar is called "Wan Dian Qi Fa" is ridiculous. Under the Suning line, the 4000 stores and suning.com participate in the celebration at the same time.

Perhaps Jingdong needs to learn Suning how to make consumers satisfied online, so it's enough for them to learn how to make up.

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