In the future, the EMS will "disappear"?
In the future, the word e-commerce may not exist; and the offline retail may also disappear, and it is instead that the online power of the line is equipped with the capacity of the channel.
Under the big trend of consumption fusion, all channel capabilities have become a key ring for sustainable development of retail industries.
On the one hand, online traffic is gradually seen.
For the brand and platforms of the primary field, the layout line is used as a second growth point of the two aspects of the revenue and the user. On the other hand, offline retail industry needs to innovate. The passenger flow decline, the cost of the store is almost the problem facing the retail industry in all lines, and the line breaks through the shelf space and trading scene limit, which is the breakthrough of the line industry. In fact, the development of all channels grabs the opportunity, not as you created the second Taobao Jingdong.
The full link efficiency in this consumption change has built a new trillion blue sea market.
All channels, where is it? Currently, all channelization has become a recognized trend. The e-commerce giants will go to the line, and they have made the same city retail; offline chain brands have also accessed or build online platforms.
In fact, the O2O tightening of a few years ago is a preliminary attempt to the industry for full channels.
But at that time, the word O2O seems to be just a concept, the user’s sense of body, only limited to local life services to open an entrance in the e-commerce platform. Until in recent years, the full channelization of the real commodity trading level is gradually maturing.
The reason is that the full channel of the layout does not refer to a simple lay on 上海按摩水磨 the online line. For consumers, the essential significance of the full channel is to further improve efficiency, the most intuitive manifestation is on the promotion speed, from a few days to a few hours, which represents the overall upgrade of the industry chain behind. The core elements of the whole channel are the capacity of supply chain management, digital operations, and integration of marketing. Only by running these three major capabilities to various scenarios, realize the unity of goods and people, thereby further optimization of cost, efficiency and user experience can Realize the real full channel construction. The first is the supply chain.
From the logistics to the warehousing to the distribution, in the full channel architecture, you cannot completely reuse the original traditional e-commerce model, 上海长宁桑拿会所 which leads to some online e-commerce platforms that cannot cover the city level; in addition, the same city is equivalent to price, one Single is more than 7 yuan, so many lines are unrealistic to build a distribution team. Secondly, digital operations, including the online order line, and the line-inline channel line is combined. On the one hand, it should guarantee sufficient supply, some big volume commodities and short-compulsory foods, need to have accurate online order estimates, can be maximized efficiency; and online order open, residual goods real-time synchronization; It is a point that needs to be grinded for a long time.
Finally, it is integrated marketing, which will integrate various channels and consumers’ preferences, achieving the marketing effect of 1 + 1> 2, thereby having the ability to build new explosions. At present, the Internet giants are all equivalent to the layout of the whole channel, but they have a thousand autumn.
The player who took the lead in completing the full channel layout is Jingdong.
At present, Jingdong’s full channel capacity is mature, and it has basically realized the full-class hour level delivery. This ability is derived from its accumulated online stores, as well as Jingdong’s own supply chain system.
At present, the next door shop of Jingdong has exceeded 100,000, which is specifically seen from the full channel layout of Jingdong Supermarket. It includes large chain supermarkets such as Wal-Mart, Sam, also includes a store and other stores such as maternal and child and a sugar restaurant.
The full channel layout of Ali mainly includes Tmall supermarkets, the three parts of the box, and the freshly selling vegetables is Ali’s strength. The advantage of the US group is on the store with a restaurant.
The US group of takeaways has also signed many small shops such as convenience stores, grocery stores. In the scanning line, the combat capacity of the US group is very powerful. Offline shop, more than "off" for online store, especially in the store, the transformation from online to online is the most difficult, often choosing to cooperate with the platform.
"All linear retail industries are facing consumers’ changes, and one is the full channelization of the purchase line of the merchants; the other is to fully contact the promotion and supply information line of Shangchao.
"China Resources Wanjia Online Business Department Head said in an interview. China Resources Wanjia’s online business choice and Jingdong cooperation, October This year, China Resources Wanjia increased by 8 times in Jingdong. Simply, China Resources All channel projects in Wanjia and Jingdong, is the store of Jingdong’s users through China Resources Wanjia in Jingdong App, according to the location of the LBS, the goods will be 3 kilometers from the user in the location of the shop. 3 km The entire order process can achieve hours-level delivery.
"On the one hand, the number of huge users in Jingdong, on the other hand, consumers’ sense of mind on the platform is an important reason why we choose Jingdong. The US group mentally becomes better than takeaway, Tmall is generally biased towards clothing, and it is very difficult to reverse the mouth. .
Jingdong has a very advantage of consumer her mind, which is heavier in 3c and Shangchao.
"Wen Te Wen, the head of the business department of China Resources Wanjia Online, said. It can be seen that the adaptation category of retail sales in the same city is limited, not all platforms can play this kind of field, fresh, daily necessities, 3C is still Mainstream. In addition to the O2O service, there are some players to build their online malls, but online in the next door store is limited, how can SKU limited to more demand for existing users? High-tech Taking the full channel project of Jingdong as an example, Jingdong provides digital ability to step by step, in addition to the same city retail, it also provides a generation of services, the business will be officially launched soon. The reason is to do your own line. Shang Mall, the reason is that by introducing different commercial ultra-different goods, on the one hand to meet consumers more comprehensive needs, thus enhance consumer consumption and guest prices; on the other hand, they can also play differences with the same industry.
"I hope to introduce some commodities in some markets, such as seasonal network red products." Chen Ying, the head of step high, said.
In her opinion, choosing suppliers is that the richness of the goods and the timeliness of logistics.
"Now there are some suppliers to do a generation of generations, but the aging and compliance quality cannot reach the idea of ??Jingdong’s online huge scale platform." In addition, the step high can pass Jingdong to touch users, secondary marketing At the same time, enhance the ability of brand store members to enhance accurate marketing efficiency, and drive the sales of all channels. In addition to the above aspects, the Jingdong supermarket has been constructed of "modular" deconstruction based on its own full channel capability, and for brander / industrial belt, e-commerce platform, line large business super, online traditional store, large Central enterprise users, catering industry six class customers’ industrial pain points, flexible integration of capacity modules form a full channel solution. It can be seen that Jingdong, which is known to improve the logic efficiency, is the first to play the best, the most extensive layout, and one of the top players. But this new trillion market from the industrial chain reform is still in the early days.
We may not know what appearance in the future, but from Jingdong Supermarket to 咚; from the US group point to all enterprises to go online on the line, the whole channel is actually coming. At present, the full channel of each giant also officially started a battle.
After the basic layout is completed, each player needs to maximize the experience of consumers and related enterprises, and take the lead in grasp consumer mind, just like buying 3C digital, the cheap is worth spending more; Further improved efficiency from the technical level.
It is certain that all channels are more complicated than single-line or offline business.
Players not only have e-commerce digital, standardized ability, but also have the processing capabilities of the interpoly connected to the line, which will also be innovated at the same time, and cooperate with the line.
Jingdong belongs to the most mature, and comprehensive players in the current full channel layout. The whole channel of the giants compete for the battle, and it may not be seen in a short period of time.
But it is certain that there will now be a superior player who will preempt the user’s mind in advance.