[Case] backgammon O2O road: the localized against the Lynx Jingdong 2013 年 12 26, BBK BBK Mall Group business platform formally launched, as a strong regional retailers O2O exploration and layout, are of great concern is intended to integrate the country's electricity provider channel retailers. Tangle between traditional retail electricity supplier into that yet have a successful model can learn online and offline 'open', the supply chain is short board even IT technical and operational personnel are likely to become a problem. In this regard, backgammon solutions are: localization, localized supply chain, low cost, high efficiency to meet the needs of local consumers online. As a Hunan native retailer, backgammon Group has chosen to launch electricity provider business rather symbolic in December 26 the date of birth of Mao Zedong: It had BBK Group adopted the strategy of Mao Zedong 'encircling the cities', from Xiangtan started, then enter Changsha, in Hunan, Jiangxi two expansion, and finally into Sichuan, Chongqing, Guangxi, Guizhou and other markets. Prior to this, BBK Group chairman Wang fill has said that backgammon is not involved in the electricity business, even during the last two sessions, as the National People's Congress Wang fill further suggestions: The state should be taxed on electricity suppliers to create online and offline The fair competitive environment. And in the end of 2013, the traditional retail entrepreneur attitude a 180-degree turn, hired a team from Alibaba, build backgammon electricity supplier. Throughout the retail industry in the past in 2013, just step by step, many traditional retailers began to force electricity suppliers, such as RT-Mart introduced electronic business platform 'flying cow net', Northland Mall launched the 'wishful shopping network' and . Traditional companies involved in the electricity business, localized electricity supplier is a promising concept, regional retailers in locally owned higher brand awareness, commodity resources, store layout and supply chain advantage. Magic one: http:="" www.eccosplay.com="">Cosplay Costumes like Hunan local products more in line with the needs of local consumers. 'Lixi Chun that' although these products may Lynx Taobao and other category-wide electricity supplier has sales, but in relation to a single category, they did not Backgammon electricity supplier has done a comprehensive, in-depth. 'Localized goods Select business platform to grasp the local consumer habits, on the local market in-depth insight, but also need to have local suppliers of resources, which is the regional retailer to build Localized electronic business advantage. According to the plan, at present, backgammon mall in the first phase of election materials. Next, we will introduce fresh, BBK US mining department, belongings home, until the end of 2014, BBK mall will reach 100,000 SKU. With an open platform, which is expected in 2017, backgammon electricity supplier SKU will reach 100 million. 'We remain in the category expansion process localized features, such as the United States mining department is BBK Group's own fast fashion brand, but also BBK's household belongings ranking brand. In the category expansion, at least 10% guarantee commodity is its own. 'Lixi Chun told reporters. In addition to the localization of goods, more efficient supply chain is to ensure localized shopping experience. Currently most of Hunan province, backgammon mall can be realized over the next day and, within the city limits of Changsha, backgammon mall goal in 2014 is to be achieved within four hours of arrival. This backgammon electricity supplier supply chain put forward higher requirements. Reporters learned that, although BBK mall has its own logistics center in Xiangtan, but apart from Xiangtan, other cities in the last kilometer distribution, backgammon temporary or cooperative approach with local third party logistics company. As the main characteristics of the electricity supplier localization, logistics and distribution still presented a huge challenge to backgammon mall. 'Consumers regardless of logistics and information flow behind you is an example of how complex operational aspects, they will think, step by step as my nearest electricity providers, should delivery speed faster than the other. In order to meet the distribution chain efficiency, we plan 2014 set up his own distribution company, basically to meet the initial distribution of Changsha, Zhuzhou three. 'Lixi Chun told reporters. Magic 2: The most landing O2O: online, store pickup behind this seemingly simple function but a set of complex logistics and information flow processing, information from backstage backgammon mall, warehouse management system as well as the Department of Miba stores system between interaction. January 8 pm, Miss Li Xiang, who lives in Century City Kaifu District of Changsha City received a text message, your item has been sent to the Department of code geass wigs Miba Xiangjiang Century City convenience store, please receive at your convenience. After work, Miss Lee with verification code on the phone the day before receiving their goods ordered. This is the BBK mall O2O mode, online, stores a delivery. Currently more than 70 Department of Miba backgammon convenience store was developed as backgammon mall delivery point, but in the future, BBK's more than 300 stores will all be achieved online, store delivery. Online, store pickup, this seemingly simple function behind it has a complex logistics and information flow processes. Customer orders online, and choose the nearest Department of Miba, a convenience store when the message has started from the back between BBK mall, warehouse management system as well as the Department of Miba store system interaction. When the courier company will be sent to the Department of Miba packaged goods stores, as an alternative parked the pickup point, the operator must remit Miba's collection of commodities, first and foremost there ichigo 100 wigs is an inspection process. If the packaging is damaged, the store operator will reject the parcel and express delivery company return for processing. If the package is intact, Miba Department store operator will use a handheld terminal barcode scanning of goods on the parcels. Scan the bar code is actually a process of written information, this action tells information systems, the Department of Miba has received the parcel. Meanwhile, the feedback received electric provider backgammon background customer delivery verification code is generated and sent to the customer, but also back to the Department of Miba store systems to prepare for verification. After the client receives prompt text messages and phone verification code, you can choose a convenient time came to exchange Miba convenience stores, parcels through verification code. The uniqueness of the code to avoid client impersonator or wrong collar package. After customer delivery end, if there is no objection to the purchase of goods, then this deal to this end, if there is disagreement can be returned or exchanged by the site's customer service system. A commodity from the supplier's warehouse to the customer specified delivery point, it is experiencing a complex supply chain. Miss Lee then ordered imported wine for example. This wine to enter backgammon mall supply chain system first need to go through the procurement and ordering processes. If you do not sell the commodity had before, is the first to enter backgammon mall, first of Retek responsible for merchandise management system in backgammon a 'profiling', the logistics property sheet goods pass storage center and order group. Retek system received a notice ordering the group will replenish the number of statistics according to the commodity replenishment cycle and three weeks of sales, and will submit this information to the EAI systems orders. Supplier Warehouse Management System backgammon electricity supplier, after receiving orders, delivery will be based on the number of orders of goods described in the specifications. Meanwhile, backgammon electricity supplier warehouse receipt preparation centers, according to the case before the next single, arrange and warehouse storage location corresponding. When Miss Lee in backgammon mall under the order, another wave of intensive information flow begins. First, the electricity supplier inventory system will determine whether the goods in stock. If you have the goods, orders may be continued after Miss Lee payment is completed, according to Miss Lee's orders, inventory the merchandise is automatically subtracted one. At the same time, complex picking process begins. 'We use wave picking ways to cobble together a number of properties of the same order. Picking officer under the hands of the appropriate merchandise pick list sorting, packing. Picking the same time, but also on the pick Product Code scanning. Scanning is in fact a process of information input, it tells the system that the goods have been sorted. In addition, picking is a verification process, if the picking of goods and picking slip inconsistent information system there will be prompt. 'Li Xichun represents. After picking is completed, it is packed, waiting for delivery of third-party distribution companies to customer-specified delivery point. Magic 3: Localized open platform: Hunan local traffic only value there are many excellent local chain, they have physical stores, need a localized electric business service platform to help them get through the line, just to help backgammon they realize. '2014 BBK mall is scheduled to open platform to encourage local mall stores and shops to sell backgammon, backgammon or even their own hypermarkets and convenience stores have in backgammon mall shop.' Li Xichun represents. In May this year, BBK mall open platform will begin investment. Investment in two phases, the first phase for the Hunan local shops and specialty goods for investment, the second phase of the investment for the country. In 李锡春 opinion, Hunan, there are many excellent local chain, they have physical stores, but also want to set up shop on the Internet, they are concentrated in Hunan local consumers, compared with Taobao, Lynx, etc., they need a local of the electricity supplier service platform to help them get through the line, but just to help them achieve backgammon. 'Backgammon is very welcome as such a mall chain stores must taste duck neck, people Dispensary, etc. BBK Mall IT technology, supply chain and store their own traffic, you can bring traffic to them.' Li Xichun represents. On electronic business platform, the traffic is very valuable resource, but also an important element of many business enterprises spare no expense to buy. However, Wang fill said that backgammon is not the money to burn on the traffic. 'For the regional electricity providers, excessive traffic is meaningless, traffic has value only in Hunan local consumers. Member backgammon physical stores 700 million. If these seven million members of imported electronic business platform, will be best flow. 'Wang fill FIG. Lixi Chun also said that for a regional electricity supplier, the average daily flow of 10 million have been able to play to attract passenger traffic effects. In addition, as an open platform, third-party business stay, you can achieve different industry diversion, and backgammon mall complementary. However, for traditional businesses, online and offline distribution of profits is a major problem. Backgammon is concerned, the problem is more serious, because after the mall open platform backgammon, backgammon stores set up 'shop in shop' in an open platform, this long disappeared, is bound to affect earnings physical stores. In this regard, backgammon proposed 'dual performance evaluation' mechanism, namely backgammon online store sales profits, both the store count, are also considered electricity supplier, this group subsidies. 'If a product sold in the electricity business 10 million yuan, and create 2 million profit. Group profit of 200 million at the same time this operator and electricity supplier for the store. For backgammon, the left hand is their own income , so there is no conflict. But in that case to resolve the conflict in the online and offline. 'Wang told reporters fill. According to the plan, in the future may be implemented in backgammon backgammon any shop (whether online or offline) to purchase, all BBK Group of goods (whether online or offline, regardless of the supermarket or convenience store), hack wigs you can pay at all stores or online, you can choose In any backgammon store dgray man wigs delivery, or choose delivery to any local address. 'For BBK mall, I hope that within two years, be able to get through a good backgammon physical stores, in Hunan were running smoothly. After this mode of operation is mature, I will spread across the country using backgammon IT platform integration of the national mall area retail Buyer resources compared with Alibaba, backgammon advantage is that I would have is to do traditional retail, I know that the traditional retailers OCS 'pain points' in any place, and I and other regional retailers is a 'camp' and communicate with more smoothly. 'Wang fill representation. However, for the idea of backgammon, some experts caution. 'First, the integration of backgammon itself is the problem, now just beginning, how the future, but also the test of practice; secondly, backgammon learning IT, compared with pure electricity supplier, backgammon IT strength also need to gradually grow.' Reporters interview The expert said on condition of anonymity.