Traditional commercial future there will be four to Author: Wu Dong [REVIEW]: In the new era of e-commerce and Internet-enabled business under any foreseeable too far would be a difficult thing, but in order to guide us to see farther, we had to do some long-term anticipation. Today's traditional business, is facing a double typhoon, Typhoon is a downturn in the economic situation, a typhoon is e-commerce, and the land comes and goes fast in a different typhoon, the typhoon is likely to be faced by traditional commercial stretch for several years. This typhoon is not without signs of the beginning of the financial crisis in 2008 was a signal, a signal is also double 11 in 2011, but many companies ignore these signals, that this is only temporary weather.
Recent indications of dollar assets in large quantities return to the US, for China, especially for the real estate industry, this is not a good news. Over the past decade the formation of over-reliance on real estate morbid economy, if not handled properly, is very likely to lead to violent upheaval, which is another topic. In the dual impact of the economic downturn and e-commerce typhoon, there may be future business following changes: 1, the customer for the brand too obsessed will be weakened, at the same time stressed that the pursuit of individual cost, here are a few factors: economic The reason, this factor is very important, in my opinion, Uniqlo rise in Japan, and the Japanese economy is closely related to years of recession. As the largest online sales of apparel brands, Korean homes have clothes positioning, in my opinion and Uniqlo has a similar place. Population replacement reasons, with respect to the relatively poor economic conditions grew after consumer group 60,70, 80,90 grew up in the relative abundance of the economy, they will be more personalized aesthetic, infatuation brand and speculative behavior will weaken For the brand personality rather than pursue more high-end bias.
The bane of high-margin traditional channels, the existing well-known brands are mostly grown in the traditional commercial system, due to living links, the high cost of traditional distribution system, brand management is inseparable from the support of high-margin, on the basis of prices , frequently 3-5 times more than the increase, become a traditional business common. As more and more customers find online to buy the same quality product at a much lower price, these brands will face a huge market pressure. 2, line channels and the gradual integration of the online channel, most brands of line rate increase would be reduced to about 3-3.5 times (in order to calculate the factory wholesale price) to and consistent line. Offline channel sales weakened, display, experience, service, drainage enhancements. Suning special mention here, under the next line on the next line one of the commercial environment, able to compete with Taobao system, but may not be Jingdong, Suning. Although it does not have the department store experience, you may want to go through a period of trial and error, but it is very likely to be the next national integration line, the most successful online resources, a platform-based enterprise, because: Suning very strongly for the transition, which in traditional commercial giants in No second home, the opportunity to prove how the future will be important.
Suning huge line network resources, almost no company can match the department store category, Taobao, Jingdong other online platforms can not compete even more. Speaking of which, I guess at the depth of cooperation there will be online platform and line department stores, even a merger, acquisition, wait and see. Suning in the service sectors, has been doing a good job, which is an important link between offline and online integration, Suning open "d gray man cosplay costumes " platform if we can strengthen this characteristic, its growth will go a long way.
Think of a service rather than the well-known sea fishing hot pot, we know how to cosplay costumes for sale care about the domestic customer service. 3, under the new commercial system management core brands from marketing to supply chain channels, data-oriented operations. The mode of operation of the traditional brand basically a 'wanted concept, smashing advertising + wide investment, build channels,' and in e-commerce environment, companies compete will return to the product itself, if there is no strong supply chain support, reaction speed, product quality in , cost control aspects can not be the upper hand. At the same time, coverage will greatly expand operations, if the traditional channels operate under the management of the shop terminal bias, operating under the form of new business will tend to data management, a company's business activities will be quantified are the core of large data , from the choice of models, artists, extended to the pre-sale, sale, sale, all business decisions are made will be data-centric, including historical data, test data, competitors, and so forth. 4, changes in business management structure under the new commercial system, due to increased customer demand for personalized and future trends of shorter period, will lead to big brands are increasingly difficult to meet the large number of customer groups, split into big brands to operate the quantum It is the trend. Future of the brand-oriented enterprises will form a three-tier pyramid organization, the top layer is the management center, build a functional departments, and the second layer is a supply chain management hub, resource integration and distribution supply chain is responsible for the entire enterprise,
The third layer is a sub-brand operations team, will operate independently of many of each sub-brand operations team. In the new era of e-commerce and Internet-enabled business under any foreseeable too far would be a difficult thing, but in order to guide us to see farther, we had to "costume inazuma eleven " do some long-term anticipation, all of these views are not seek correct only expect to see people inspire. New commercial era, wrong is not terrible, just terrible trial and error can not be fast.