Traditional Retailing: The Internet Age Is Facing Profound Changes.

The importance of offline channels is not difficult to understand. This is the foundation of the traditional retail industry. In recent years, some retail businesses have abandoned the offline channels and are turning to the whole line. This is not necessarily desirable. After all, the development of online businesses needs a long time to accumulate. Moreover, the offline channels still have their inherent advantages.

Therefore, for the traditional retail industry, the most sensible way is to consolidate the advantages of offline channels, and then use the Internet and mobile Internet to promote its in-depth pformation.

For example, in terms of payment, the traditional retail industry is mainly based on cash payment. In the era of Internet and mobile Internet, consumers may need more flexible payment methods, such as WeChat payment, Alipay and so on. For retail enterprises, the online store must cover as many payment methods as possible to cope with the new trend of mobile payment.

E-commerce has posed a serious threat to the traditional retail industry, but the two are not out of tune.

Now, expand

Channel has become the consensus of traditional retail industry. By the end of 2015, 85% of China's top 100 chain enterprises began to set foot in the electricity supplier, and this proportion is still increasing.

For example, how to improve service quality and increase customer turnover rate, there is a long way to go in the traditional offline channels. For this problem, some platforms have put forward solutions based on the mobile Internet mode. Customers can automatically become corporate fans by scanning the exclusive two-dimensional code of shop assistants, and at the same time, customers and clerks have set up a one to one exclusive service relationship. Customers can always find this shop assistant when they leave the shop. New salespersons can also tell customers in time, which will enable customers to experience better service. This mode is also fully reflected.

The purpose and spirit.

Of course, in this process, traditional stores can continuously accumulate user data, so as to accurately understand their consumption preferences and provide more accurate products and services.

From the above analysis, it is not difficult to see that offline channels are still very important for traditional retail industry, but the future needs to be improved through more initiatives.

In fact, a large number of e-commerce brands have begun to shop online, such as three squirrels recently announced its store plan, so that offline stores become an important part of its business ecosystem.

At the same time, from Ali to invest in Su Ningyun business, Jingdong strategic investment Yonghui supermarket, we can not see the irreplaceable nature of offline channels.

How to layout traditional retail industry

There are many different solutions, such as the self built e-commerce platform, or the cooperation with the Jingdong and Tmall.

The implementation details of the different schemes are different. In view of the problem of self built platform or cooperation with the third party platform, Liu Qiangdong suggested that retail enterprises should turn the electricity supplier business to Jingdong partners to cut down the unnecessary electricity supplier departments.

Although the essence of this statement is to expand Jingdong's B2C business, it is also reasonable. Jingdong, Tmall and other platforms have great influence, and the platform has been very mature.

At the same time, Jingdong's powerful warehousing and logistics system is also not available in traditional retailing industry. Efficient logistics distribution service can optimize the user experience and enhance brand loyalty, but the long term accounts also make many traditional retail businesses taboo.

Moreover, once a businessman completely gives the product to the channel, especially the online self operated channel, it is very likely to lose the right to speak.

Therefore, for the traditional retail industry, the expansion of e-commerce channels should be as many as possible, and can not be limited to a single platform and mode.