Innovate O2O Mode And Lead The Retail Frontier

"In the next few years, traditional industries will continue to encounter the subversion of Internet thinking, and e-commerce is not only about technology but also about goods." Deng Xiaohua, president of Shandong Sanxin Industry Co., Ltd., said that when traditional sales encounter e-commerce, we should do a good job internet We should take commodities as a strong support point.

The enterprise does not change As a traditional retail enterprise, Sanxin Group has been constantly reforming and innovating in recent years. In June 2008, it tried to become an independent e-commerce brand store in Qingdao; In June 2010, Jinan Branch was established and the branch station was opened at the same time; In September 2012, we tried to do localized O2O e-commerce in Heze; In April 2013, an e-commerce department was established to open Taobao Tmall and local malls; In March 2014, 365 special online stores and O2O platform were successfully built, completing the online and offline omni channel strategic layout.

What is the future trend of retail pattern? Deng Xiaohua made a questionnaire with practical actions. The successfully built Sanxin O2O website platform has achieved online and entity integration, data exchange, and goods can be delivered to the door in time with a click of the mouse; 365 special sale website integrates Taobao high-quality goods other than Sanxin business and provides discount special sale services.

　　“ retail The world is changing, but the most basic thing is commodities. At present, the company has cooperation with more than 1300 manufacturers. " Deng Xiaohua said that the development of e-commerce should start from mastering user habits and doing a good job in channels and commodities.

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In the interview, Wang Lijie mentioned Vipshop many times and said that Vipshop would be successful. In fact, JD's flash purchase channel has been named "Red" for nearly a year since January 8. At the beginning of the launch, many insiders believed that JD would replicate the Vipshop model on its own platform.

From the financial statements released by Vipshop, we can see that the profit rate of the tail goods model is relatively high, which is also the reason why its stock price keeps rising. Since Vipshop went public, Vanke, Dangdang and even many vertical B2C enterprises have launched a channel similar to clearing inventory. Most platforms hope that Vipshop mode can improve their profit situation.

"In terms of the mode, we do flash purchase in the same way as Vipshop, and there are many such modes abroad." In Wang Lijie's opinion, flash purchase is a sales mode, which is basically standard at home and abroad, and the website of mothers and babies is doing better abroad.

When talking about the differentiated advantages of JD Flash Shopping and Vipshop, she said that there is no difference between the two in terms of mode, but the advantage of JD Flash Shopping is that users can enjoy the same self operated services as JD Mall from warehousing, distribution to customer service by leveraging JD's service system.

It is understood that before the launch of the flash purchase platform, the JD Open Platform team made in-depth research and thinking on the model, and the perspective of thinking always revolves around user needs. In fact, users have a demand for high-quality and low-cost brand products, which is also the reason why offline outlets are popular. In addition, from the perspective of brand owners, inventory will be generated every quarter. The most economical way is to digest the inventory on the same platform.

How to solve the conflict between brand tonality and tail cargo tonality? JD has found a good solution, which is to turn flash purchase into a secondary domain name, which is different from the main site. Users enter from the flash purchase portal on the home page and see a famous product special sale platform.

In addition, it is understood that Wang Lijie, who is currently in charge of flash purchase business, was formerly a senior vice president of Meilishuo and joined JD for about 8 months. She said that she joined JD because of flash buying business, and "Dongge is very optimistic about flash buying".