The Battle For Change In Retail Channels Has Quietly Started, And No Business Can Stay Away From It.

Entering the June, a new round of retail war has started, with the past.

Singing the theme is different, this year's offline channel also joined the war, Ali + Su Ning, Fei Fan, flying cattle one after another sword, so that the stereotyped retail war is more visible.

The spread of retail wars from online to offline not only represents the direction of the retail industry, but also an important measure to save themselves under the crisis.

The retail giants clearly understand that the sales mode under pure online or offline can no longer meet the long-term development needs, and the layout of the whole channel under the online and offline strategy is feasible.

It is worth noting that last year has been bad mouthing.

Today, the market has returned to reason and shows the trend of counter trend rising. It will become an indispensable force for channel reform in the future.

If optimistic estimates, China's retail industry will be three points in the future, electricity providers, entities, and micro businesses account for 30%, 40% and 30% respectively.

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The wave has swept all trades and professions, and the battle of retail channel reform has quietly started. No businessman can stay away from it.

Electricity supplier: after the demographic dividend is disappearing, the line will be moved down.

In March this year, the total paction volume of Ali in the 2016 fiscal year exceeded the 3 trillion mark, and surpassed WAL-MART as the global retail leader. This is not only a milestone in the development of Ali, but also a history of world retailing. Its greatest significance lies in the success of the digital economy.

Some people simply compare the digital economy to the virtual economy. I do not agree that Ali is not satisfied with playing the role of the online channel only, but rather wants to become the infrastructure of the new business age, and promotes the pformation of the whole process of commodity R & D, production, supply chain, sales, marketing and after-sale, which is a process of quantitative change to qualitative change.

As mentioned earlier, the retail industry only has the future under the online and offline flowering. Online trading volume is advancing all the way, and can not ensure that Ali has nothing to worry about. The disappearance of the demographic dividend has forced it to pay a heavy price to attack the city.

In fact, Ma Yun, who is good at strategic layout, has long recognized that the next line of breakthrough will be Ali. After gradually integrating Yintai, Ali invested 28 billion 300 million in August last year, which is the largest and most successful traditional enterprise in the domestic retailing industry.

After 10 months of integration, assu jointly announced that it has carried out "integration of blood vessels and nerve endings", and has gradually opened up the online, offline and offline systems of electricity providers, logistics, after sales services, marketing, finance and big data. Both sides have already reached half a day in 6 cities such as North and Guangzhou, and have provided many services such as self mentioning stores and delivery at nearby stores.

With the integration becoming better and better, ASU's future plan also emerges, with bold words promoting the total retail sales from 30 trillion to 300 trillion.

Here, ASU shows its retail ambitions, and Jingdong is not idle about that side. Last year, he took the lead in assu's marriage and announced that the strategy was invested in Yonghui supermarket. The latter had 360 large and medium-sized supermarkets in 17 provinces of the country, and fresh was its dominant category.

As we all know, the upstream links of fresh supply chain are many and complex. The Jingdong, which started their own operation mode, is faced with the difficulty of supply chain integration, and with the advantage of Yonghui in fresh purchasing and cold chain logistics, Jingdong can make up for the short supply chain of fresh whole category.

More importantly, Yonghui can continue to raise the price for Jingdong, which is a retail O2O business promoted by Jingdong.

Deng Tianzhuo, vice president of Jingdong, has said that Jingdong does not touch O2O heavy supply chain and provides solutions only. Its core is logistics, mainly relying on crowdsourcing and self distribution.

Yonghui goes to hundreds of stores in the community. It can become a natural storage and distribution node in the Jingdong distribution system. After the access of Jingdong distribution teams, a complete logistics system will be formed to win the battle of logistics and meet users' instant and fragmented consumption needs.

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Entities: under the impact of the electricity supplier forced to fight online

The slump of traditional retail industry is no longer news. The retail stores that come from time to time make the retail stores, department stores, convenience stores and other retail businesses in danger.

As early as 2014, the depression of traditional retail industry was beginning to show.

Data show that as of August 2014, China's total retail sales totaled 16 trillion and 610 billion yuan, up 12.1% from the same period last year, of which the total retail sales of large retail enterprises amounted to 8 trillion and 300 billion yuan, the growth rate was 9.7%, lower than the total retail sales by 2.4 percentage points, and the low speed growth momentum continued to spread to 2015.

The reason why the traditional retailing industry is fading away is that the users' cognition and consumption habits are pferred to the online market, and the retailers under the line are under unprecedented pressure to survive.

In the retail industry, the department store is the biggest impact on the electricity supplier. The essence of its business mode is real estate business. It does not involve in supply chain management. It focuses on location selection, investment promotion and membership management. This mode of sitting and collecting rent has little power to fight back in front of the electricity supplier.

The electricity supplier has built a sales platform with low rent and considerable traffic volume, which has brought a heavy blow to the investment in department stores, and the collection and analysis of user information and behavior data that Internet Co is good at is also an incomparable advantage of department store member management system.

In this context, the traditional retail industry opens self rescue mode. The basic routines are: SKU and membership management data, offline shopping scenes and processes, and emphasis on user experience.

However, the breakout strategies adopted by different retailers are different. Suning opted to join alliances with Ali to make up for the short selling of online sales. Wanda chose to hand in hand Tencent and Baidu to form a flying electric supplier, which is constrained by deep-rooted traditional thinking and has been on the line for nearly 1 years.

In fact, both ASU, Teng million, Yintai Ali and Yonghui Jingdong have sent a clear signal: more and more business super companies are beginning to get out of their own systems and seek cooperation with Internet Co, becoming the mainstream of the super pformation.

Another example is Wuming, which abandonment of the idea of independent operation line, and cooperate with fresh electricity suppliers. The latter can help Wuming reinventing the process, including procurement, business management, packaging and other links, providing goods "1 hours service" to ensure seamless connection between customers online and offline shopping experience.

Apart from the division of business between Internet Co and Internet Co, there is also a lot of business to build O2O business framework and develop App. Only part of the resources are exchanged with e-commerce providers at the business level.

However, Shang Chao alone is trying to win from Ali and Jingdong at its own electricity business mode. It is difficult and unsustainable. Let alone the change of thinking, self operated electric business is only a supplement to Shang Chao. Its orders can not support its operating costs, and it is almost impossible to achieve profits by relying on offline blood pfusion.

Of course, there are also large retail giants directly buying e-commerce platform, the most typical is WAL-MART wholly owned 1 shop, is regarded as an important step in WAL-MART to strengthen online.

However, the overall integration between the two huge systems is extremely difficult. There are many variables in the supply chain, SKU, user, payment and after sales.

It is worth noting that on the eve of WAL-MART's acquisition of shop No. 1, the O2O platform in Shenzhen pilot store is being purchased quickly, and the plan is extended to the whole country. Once the effort is made to promote, it will inevitably fall into the right and wrong position with the 1 shop. How to coordinate the two platforms for their own use will decide the fate of WAL-MART's retail O2O.

Micro quotient: rising trend after constant decline

With the rapid pformation of retail channels, the micro business which has been very popular for a long time can not be squarely faced by the market.

It is no wonder that after nearly 2 years of brutal growth, the disadvantages of micro businesses are gradually emerging. The source of goods is unknown, the price is opaque, and the after-sale market is nominal, so that users are at a distance.

In particular, in May last year, CCTV lashed out against the chaos of micro businesses.

In my opinion, the micro quotient will not only disappear, but also the vitality is extremely tenacious.

The fierce market competition has made micro dealers undergo a round of shuffle, while purifying the air of the industry, it also makes the truly competitive platform survive. They will become an important channel for business sales and membership management.

For a long time, there is no clear definition of micro business, or even equivalent to "selling in a circle of friends".

In fact, micro business is a new type of business enterprise or individual based on social media outlets, that is, mobile social business, sales of friends circle is C2C micro business, platform endorsement of B2C micro business is the future, C2C micro business will eventually become B2C micro distributor personal distributor.

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Obviously, the selling of friends circles is not a permanent solution. The third party shopping platform which is deeply combined with WeChat social relations and the self developed mall based on WeChat's deep development has become the mainstream of micro businesses.

The former spawned shop, micro shop, praise, the latter support a large number of WeChat third party developers.

For businesses, the wholesome distribution system, such as sprouting shop and micro shop, is a magic weapon for its promotion of commodities and brands. The distribution system is the key to determining its sales volume. Once the loss is lost, it will have a serious impact on sales volume.

Although there are no signs of WeChat blocking shop and store, it is more or less a sense of insecurity.

By contrast, the WeChat mall can completely let businesses sit back and relax, WeChat's social relations, membership management, payment system are used by them, more and more favored by businesses.

Take umbrella umbrella enterprise umbrella umbrella as an example. Recently, it has joined the well-known WeChat third party developer, micro shop everyone shop, online paradise umbrella manufacturer shop, store has 12 categories of merchandise, with the strong influence of the umbrella of heaven umbrella and the power of the distribution system of everyone store, the order is more than 50 thousand orders in more than half a month.

It is precisely looking at the distribution advantages and micro business prospects of everyone in the Microba store.

Why do businesses get into the micro bar stores? It seems that the sales volume of chemical reactions has soared. I think the basic reason is that the system of micro bar stores open shop with one key, unlimited distribution, and three levels of commission.

Unlike Taobao's centralization of traffic trafficking, WeChat is totally de centralization, and user shopping has become more fragmented. 80% of the micro mall traffic flows from the social relationship chain, and how to motivate users to actively spread is the key to traffic acquisition.

By sharing the mechanism of making Commission, we can greatly stimulate the enthusiasm of users to initiate the initiative and bring about continuous fission of traffic, which is conducive to the promotion of new businesses.

At present, the micro bar store has served more than 450 thousand businesses. SMEs and individual entrepreneurs account for more than 80%, and the number of enterprises that build micro mall is progressively increasing at a rate of 68% per quarter, and the development potential is not to be underestimated.

Whether it is Meng shop, micro shop or micro bar store, it will bring broad market space for itself while making the micro business go regularized. In the future, the volume of business coverage and the volume of commodity paction will be higher and become an indispensable sales channel.

The future electricity supplier, entity, micro sales account for is not 3:4:3, I really can not help.

What I want to say is that businesses should not lose the opportunity of channel layout because of their bias toward the micro and online businesses. In the case of the three party WeChat developer of the micro bar store, the micro business will finally usher in an outbreak.

For retail channels, it is not difficult to move from line to line or from line to line. Thinking pformation, talent optimization, supply chain remodelling, profitability and so on are all difficult problems. How to draw lessons from the pains in pition is a great step forward, not only to test the wisdom and determination of the founders, but also to control the future fate of the enterprises.