Fast consumer channel self-revolution: layout multi-industry multi-channel multi-platform.

In the era of competitive consumption transformation, shopping centers are making drastic changes on the exper experience road, and fast-food channels are also facing drastic changes. Convenience stores and specialty stores are on the rise, and the rise of online supermarkets and O2O supermarkets is evidence of the infinite possibilities of a fast-changing retail landscape in the future. On the one hand is the box horse fresh and other new army's strong impact, on the other hand is Tmall supermarket, Suning Tesco and other continuous attack, double-sided clampdown, many old supermarkets have chosen to open up the road of e-commerce, break through the transformation, open a real sense of "self-revolution."
Convenience Store Community Stores Are Overstressed
Nielsen's 2016 China Store Shopper Trends Report, released this year, shows that the penetration rate of consumers going to convenience stores has risen from 32% last year to 38% and 35%, and the market share of the stores continues to be snapped up. At the same time, the store's revenue growth continues to slow. According to the report, although domestic supermarket retail sales reached 3.4 trillion yuan in 2015, up 5.6% year-on-year, the growth rate has declined in recent years. Nielsen predicts that the growth rate of the domestic supermarket industry will slow further in the next few years, and that revenue growth is expected to be around 2% to 3% in 2016-18.
" overall, the amount of baskets in offline markets showed a decrease due to changes in shoppers' shopping purposes. Shoppers used to shop at big stores or supermarkets for the purpose of 'massive hoarding', but this year's figures show a decline. Consumers, especially younger ones, prefer to buy what they need in convenience stores. At the same time, offline shoppers pay more attention to pleasant shopping experiences and promotions. Ding Xia, vice president of Nielsen China, summed it up.
With the development of China's social economy and the acceleration of the process of "urbanization", the vast majority of the urban population has formed a community-based way of life, and "community marketing" is precisely in such a large environment and background of the birth of things. In the city, the star-studded community has enormous commercial potential. "Downstairs can buy", "out of the door can consume" to meet the needs of community residents. The appearance of community, immediate purchase demand, but also China's convenience store consumption to mature signs. Under the impact, many big stores began to focus more on improving brand image, carrying out interesting promotions and publicity to retain loyal customers and increase the amount of their shopping baskets, in addition, the opening of new stores and the development of e-commerce channels has become a number of retail brands of new options.
Embrace e-commerce is blocked and long
despite years of online trading, it may not be easy for the old retail industry, which doesn't have e-commerce genes, to get online from zero to one. Wal-Mart, for example, doesn't go smoothly on its e-commerce path. While nurturing its own e-commerce business, Wal-Mart acquired store No. 1 in the middle of the day, hoping to help it quickly get itself on track in non-native countries by acquiring a competitive e-commerce company.
, however, the outcome was not good. The number one store's share has declined year after year since it was acquired, with Aerre Consulting data showing that in the first quarter of 2016, the market share of Store 1 in China's B2C market was only 1.3%. As losses intensified, Store 1 became a drag on Wal-Mart's e-commerce business in China. On June 20th Wal-Mart and JD.com announced a deep strategic partnership to sell the core assets of Store 1 to JD.com with a 5 per cent share capital issue. JD.com, on the other side, may be the next possibility for Wal-Mart's e-commerce business in China. In October, Wal-Mart announced a strategic investment of $50 million, and its brick-and-mortar stores in China will have exclusive access to JD.com and Dada will be responsible for the delivery of all orders.
that, after a failed attempt, Wal-Mart has chosen a new route of working with e-commerce giants, and the advantages of this choice are clear. Mature e-commerce platform has a more stable flow, can reduce the cost of early enterprises in order to drain, strong e-commerce gene and long-term practical experience also make it more professional in operation, can help enterprises quickly adapt to online play. In addition, by working with the platform, we can reduce the risk of enterprises testing hydropower suppliers, including input costs and return pressure.
but not without worries. New Dada itself and JD.com run-in time is not long, crowdsage logistics mode under the distribution services difficult to standardize, for Wal-Mart, how to make good use of the already Da-JD.com dual gene of the new Dada to meet their own needs is also a major problem.
multi-channel multi-platform
retail giants, of course, don't put eggs in one basket. In addition to offline fusion, a change in the industry is imminent. Among Wal-Mart's many businesses, Sam's Has always been one of the most profitable, with one Wal-Mart Sam's member store selling 5-6 Wal-Mart stores a year. According to Wal-Mart officials, the country has nearly 20 Sam stores have been initially selected, the project is in the process of methodical progress, in the upcoming high-speed development period, Wal-Mart member stores will continue to lead the market strongly.
This year, Metro China President Xi Long also revealed that Metro will be franchised to vigorously expand its convenience store brand , "Hemajia", the first two convenience stores are scheduled to open in Shanghai in May this year, other cities are also actively preparing for the "Hema family."
carrefour related person in charge also said, "multi-industry, multi-channel, multi-platform will be Carrefour's future development in China's strategic direction." "For example, in Carrefour convenience stores, in addition to fresh coffee, meals, but also provide phone charges or property, utilities, internet and other fees to pay services, free Wi-Fi and charging equipment, as well as some small self-service machines, free printing photos;
, it is clear that the old retail giants are also using another posture of transformation, exploring the most suitable way for their own development. And which path is more suitable for traditional business super, no one can give the absolute right answer.
Xiaoli Guo
, a reporter for the Beijing Morning Post.