Explore The Ultimate Mode Of Retail O2O

　　 Basic conditions determine business models

Once the grocery store ruled the retail market, supermarkets gradually replaced the grocery store in recent decades as a mainstream format. Now chain convenience stores and shopping centers have sprung up.

What determines the rise and fall of retail formats and how supermarkets come into being. To think about it, information technology is the basic condition of the supermarket format. If there is no database technology, no Internet cash register, no barcode and invoicing system, it will not be able to manage tens of thousands of commodities, and can not achieve unified cash collection.

Similarly, information technology is the basic condition for chain convenience stores. In addition to information technology, shopping centers also play a decisive role in the form of shopping centers. Large parking lots are the standard of shopping centers. Without the popularity of cars, people will not be able to gather crowds.

The basic conditions determine the retail mode. Since there are supermarkets and other retail formats on the information technology, new retail formats will also appear on the Internet. Taobao Jingdong is an innovative retail format based on the Internet. Is Taobao Jingdong the ultimate retail format in the Internet age?

　　 business model Evolution law

Is Taobao Jingdong the ultimate retail format in the Internet age? Since the basic conditions are already available, the replacement of retail formats is determined by human needs. Why does supermarket become a chain store when it becomes a mainstream format? Because it can better meet the needs of emergency and convenient shopping. Why is there a shopping center, because she can better meet the needs of service experience, and why Taobao Jingdong, because she can better meet the needs of single product long tail shopping.

Human nature is always seeking more convenient, more perfect experience and more efficient retail formats. The current electricity business format mainly meets the demand of single product long tail shopping, while one-stop shopping demand, convenient emergency shopping demand and shopping experience demand are also controlled by supermarkets, convenience stores and shopping centers. Whether there is a new format is whether the new format can better meet the needs of customers in some aspects than the old format.

The breakthrough of retail O2O ultimate mode lies in how to better meet the one-stop shopping needs and convenience shopping needs than supermarkets (convenience stores). If you can only meet the demand of single product long tail shopping, it will be much better than Taobao Jingdong.

　　 Retail O2O Ultimate mode Format

On Sunday morning, I went to the vegetable market to buy vegetables, and I spent 40 minutes back and forth, sweating. Why is the vegetable market so far away? Why not set up a vegetable market in each district?

It is not without careful consideration. There are fresh stores at the gate of the community. But he has high prices and few categories. If he goes to work, he will only buy crooked melon and split dates, so most of the residents are willing to go to a far distance vegetable market. Store owners have no way to do so. Stores only cover the residents of this district, and the demand is limited. If there are too many items and quantities, it will be slow-moving and depleted.

It seems that through APP, "reservation" and "reservation" can alleviate this problem. Customers can make the goods ordered on the previous day, and the stores can purchase goods according to the order, so that they can solve the problem of different categories of goods. On the same day, customers can reserve certain commodities through APP, and store owners can help customers to reserve, so that customers can not buy fresh goods after work.

How to say fresh shop? Is this article not the ultimate form of retail O2O? Let's take a look at the problem.

Community aunt is the main crowd buying fresh produce. Although they do not play APP, they are very concerned about the price. Through "booking", the price of goods is lower, "booking" has the meaning of C2B, the cost of supply chain is low, of course, the price is low, and the low price can attract some aunt to try.

Community residents can order store products through APP, and stores deliver goods to the door. Do not use cold chain logistics if the distance is close to the same district. The cost of distribution is low, and customers refuse to take it back to the door shop to handle. If there are unsalable goods in stores, APP can be used to deal with advertising at a low price.

These tricks are useless, don't you feel attractive enough? If our fresh products are sold in a small gross profit, it is obviously cheaper than the vegetable market. So that is attractive enough, but how can it be profitable?

We have APP (and PC end) to add a full range of supermarket products. Customers order online supermarket products, distribute them to stores, store stores and send them to households or customers to shop. We bind the online goods and offline fresh products, buy online products, and buy fresh food from stores to enjoy the low price.

Fresh stores are stocked every day, and headquarters stores supply. Customers order supermarket goods, so that the cost of delivery is low with the fresh delivery of vehicles. Placing the supermarket goods in a transfer box without any order and parcel cost is necessary. Such a mode has lower delivery cost than traditional electricity suppliers.

Why stores store fresh food at low prices already has the answer. Because we need to start with fresh products to attract customers to shop online and build channels. With customers and channels, the online platform can sell any commodity and provide many services. This is one of the typical thinking of the Internet: wool on dogs. Use fresh commodities to gather users, cultivate habits, form channels, and use channels to achieve multiple values. Just as Tencent uses QQ to gather users, it uses games, advertising and value-added services to make profits.

In this mode, the online shopping order to store or store distribution, and Jingdong Taobao self service is different. Because its main supermarket goods, demand is large, the price is lower than the supermarket, and can only be distributed through the store, so it can gather orders in the small area, centralized distribution, reduce the cost of distribution and packaging, and low cost and promote low prices to promote crowd orders. This point is further analyzed in the author's previous "Tong Sha 7-11, Carrefour and shop No. 1".

Let's call this business community comprehensive shopping service for the time being.

　　 Why? Community shopping complex "Feasible"

As I said earlier, convenience stores appear because they are more convenient than supermarkets. Shopping centers appear to experience better experiences. The emergence of Taobao Jingdong is because single products and long tail shopping are more cost-effective. Similarly, the emergence of "community integrated shopping service" is better than that of a supermarket to meet the one-stop shopping needs of the family.

Why can't Taobao Jingdong better meet the one-stop shopping needs than supermarkets? Because distance, promotion, distribution and packaging costs are high, because traditional electricity suppliers are hard to manage fresh products and can't satisfy customers' needs.

A comprehensive service store is closer to a customer than a large supermarket. The price of goods is lower than that of a large supermarket. In the same district, of course, the distance is near. Small area concentrated orders, centralized distribution, no packaging costs plus multiple channels of value together to achieve lower prices. Online platform space is unlimited, of course, goods are more complete than supermarkets. This is the basic reason for the "comprehensive service store" to replace a large supermarket to meet the one-stop shopping.

Traditional offline community stores are close to customers, convenient and fast, but with limited space and limited business category. Online platform space is unlimited, it can operate any commodity, but far away from customers, it needs higher promotion and distribution costs. The community integrated shopping service "tries to combine online and offline to complement each other.

The "comprehensive service store" can not only satisfy the one-stop shopping needs of the family, but also satisfy the demand of single product long tail shopping as well as the electricity supplier, and has a lower distribution and packaging cost than the traditional electricity supplier. In the "integrated service store" to join the convenience store products, she can also like convenience stores to meet the needs of convenient shopping. The "integrated service store" is based on the community, and the user can build the community O2O platform. From the perspective of meeting the demand type, the "comprehensive service store" competitor is a large supermarket plus a traditional electricity supplier + community convenience store + community O2O platform, which has great room for development. It is conceivable that if the "integrated service store" mode is successful, it will become a dominant retail form.

Some people say that C2B is the ultimate mode of electric business, and the author thinks that most of the standard products are not very meaningful. Do we really need to customize the facial tissue for everyone? When I want to eat biscuits, the manufacturers will make delivery for me again. How long does it take to send the biscuits to me? I am afraid this is not in line with the principle of optimal efficiency. The value of C2B lies in optimizing supply chain and improving turnover rather than completely changing the supply chain of channel sales after scale production.