The Retail Store Is No Longer A Retail Store, It Has Been Squeezed.

2015, entity retail It's hard to get through. Many stores are closing down, and some are struggling. Some are still struggling. In the past, in the golden age of physical retail development, we could make money by stopping channels and having certain retail and commodity capabilities. With the continuous improvement of social productivity, the extensive application of the Internet has made information more spanparent. Consumers' consumption habits and purchasing power have increased. In the past, the important ways of making profits (such as asymmetric information, opaque channels, unclear prices, high distribution costs) have been brought to an end.

The retail store is no longer a retail store, it has been squeezed.

According to the report of the first half of 2015, the ranking of Retail Listed Companies (a total of 101 companies) shows that in 2015, the performance of 42 retail businesses had a negative growth, while the momentum of online retail sales was strong. In the first three quarters, China's online retail sales grew by 36.2% over the same period last year.

"The retail store is no longer a retail store, it has been squeezed." The new chain of professional research published by Shanghai six towers and three links has sent such a feeling to the retail enterprises. From the consumption mode, the younger generation has gone online, and they no longer go to the entity store. In the environment of low consumption and the impact of electricity providers, China's retail industry has not only delivered high growth performance in the past year, but also slowed down significantly in the face of a sharp decline in sales and a drop in profits.

However, in the cold wind of the retail industry, there are a group of "unicorns" to see the business pattern, grasp the lifeblood of the times, and find a way out of the path of spanformation and upgrading to become an industry magnate.

Developing online and offline dual channel marketing

Many traditional enterprises that encounter the impact of the Internet are at a loss: the volume of traditional entity shops is less, but the problems of rent, water and electricity, wages have not dropped, and the problem of declining performance and low profits has come. What should we do? Some enterprises have chosen to close down the loss stores and reduce the business area, so as to avoid the continued drag on their performance.

Mobile Internet is actually a very good alternative in many channels. Talking about how to make offline offline stores become Internet based, he served as senior engineer in Microsoft China and Mr. Ren Ning, co-founder of Shanghai nine Yi science and technology achievements, said that in the mobile Internet era, information exchange is more reliable than any other platform in the past. In terms of payment, money is electronically paid and online payment is also easy; but in terms of goods trading, the physical storefront has been greatly affected by the fact that the physical commodities in the retail industry are dominant and the impact of the electricity supplier is on the market.

In response to this pain point, the Internet can also help chain retailers build micro businesses on the mobile side and open online sales channels. This is the sale level of the Internet, the establishment of a virtual digital shelf on the basis of physical stores, can extend the SKU of products indefinitely, and build micro stores. Micro mall It breaks through the restriction of physical time and space, physical business circle, and where people shop to expand the sales function of the physical store. At the same time, we will introduce ground traffic into the micro store / micro mall, and build a consumer ecosystem through WeChat and other social media tools, so that shops can get stable and sustained growth in passenger flow.

It is reported that the comprehensive Internet based Suning project will further promote cross-border portfolio and micro innovation. At present, Suning encourages employees to open micro stores based on suning.com backstage and the power of interpersonal communication through the Internet. These "micro stores" will be more personalized and refined on the commodity platform of suning.com platform, thousands of thousands of faces.

Apart from Suning, local brands like Gome and Lenovo are developing along the line of integration and online integration. The development of online and offline industry will be a long-term integration process. What retail enterprises should consider is how to plug in the wings of the Internet on the basis of their own advantages and increase the external strength of enterprises.

What is the dream of a retail enterprise? Remember the lines in the movie "the God of food", "opening branches, changing two rooms, two to four, four to eight, eight to be listed later..." in the age of channel, using the abundant cash flow and reproducible two advantages, it is entirely possible for a physical retailing enterprise to achieve this kind of expansion in a short time.

In the face of the impact of the electricity supplier, the advantage of physical retail has been gradually diluted, and the boundary of online and offline has become increasingly blurred. Any single entity store has been unable to survive independently. The era has given a difficult answer to the entity retailing. We need to think more before we hand in the paper.

The two landlord mode of Hai Lan's house

Suning is an early "electric shock" company in China. It began its spanformation as early as its best retailing business in 2009. After the spanformation, Suning not only delivered faster and faster, but also had more and more categories, such as "Rainbow Run" and "red Saturday". In my view, the efficient operation of the whole business system and the personalized marketing for precise placement depend largely on the adjustment of the operation, management and organizational structure behind the enterprise. Although the overall growth of the retail industry has slowed down, Suning's total channel sales growth is still over 20%, and online sales growth is 80%, which is a great achievement.

In the traditional retail days are not very outdated, and a national men's wear brand is crazy shop - Hai Lan's home. The business mode of Hai Lan's home is not so much that it sells clothes, rather than the management of clothing supply chains and stores. It is understood that the downstream franchisee of Hai Lan home only needs to pay the franchise fee, and the management of the store is all taken up by the headquarters. Every time a new store is opened, the management is sent by the headquarters. This mode cleverly breaks the traditional governance structure, and the headquarters and stores achieve zero distance communication. The head of the store is the owner of the store, so as to maximize the energy of the retail terminal and maximize the cost minimization. In the retail industry, it is also used to call this mode the two landlord mode. Gome Suning used to be the same pattern.

Open up information flow and create efficient and lean retailing

In fact, whether it is after the spanformation of the Internet, Suning or rooted in the line under the two landlord mode of Hai Lan's home, are to play the biggest energy store offline stores. In the Internet era, capital flow can be realized through information flow, and traditional retail industry can achieve capital flow through information flow and attracting people. Therefore, the offline retail business is to open up the information flow and create a low-cost, efficient and lean retailing.

Financial bestseller published by CITIC publishing house. retail Mr. Wang Xiaofeng, the author of the 4 era, seems to know that the way to get through the information flow is to open up all the marketing links of enterprises, including internal marketing, commodities, services, organization and coordination, and break the information barrier. Nine such a mobile internet tool can help enterprises rebuild business processes, achieve real-time interaction and communication from head office to store, manager to supervisor, store manager, shopping guide, link business with individuals, make progress visualization and cost visualization, so as to establish a cost minimization and benefit maximization management system.

The biggest energy of the store is to optimize the internal communication and operation mechanism to improve the operation efficiency of the store. This is the Internet of the business process level of the store, and it is the endogenous force of the enterprise.