Why do traditional retailers choose e-commerce?

Why and how do traditional retailers choose e-commerce?

Will traditional retail be eliminated by online retail? Or can * * * develop together? This problem has to be drawn by traditional retailers themselves. The Research Report on Online Retail Business of Traditional Retail Enterprises released by China Chain Store & Franchise Association yesterday pointed out that the scale of online shopping transactions in 20 13 years is expected to exceed 1 trillion yuan.

The report shows that in 2009, the transaction scale of China's online shopping market reached 248.35 billion yuan, accounting for 1.98% of the total retail sales of social consumer goods, with a year-on-year increase of 93.7%. The driving force of rapid growth mainly comes from three aspects: one is the continuous efforts of pure online retail enterprises, and the other is that traditional retailers have touched the net one after another. According to the statistics of China Chain Store & Franchise Association, among the top 100 chain enterprises in China in 2009, * * 3 1 enterprise (438+00 enterprises by the end of May 1965) launched online retail business. Third, upstream manufacturers continue to join. However, the China Chain Store & Franchise Association also pointed out that this does not mean that traditional retailers should withdraw from the historical stage, but should better combine their own advantages to develop online sales.

Traditional retailers have stable purchase channels at the internal management level. Traditional retailers also have strong brand influence, and their brand influence can naturally be transferred to online retail business. In addition, the traditional retail industry has perfect after-sales service. At the same time, the relevant laws and regulations of traditional retailers are relatively sound, enterprise management also meets the requirements of laws and regulations, and the policy risk is low.

From the perspective of American market, more than half of the top ten online retailers are B2C websites operated by entity chain enterprises. Among the 20 10 online retail enterprises in Britain, six of the top ten enterprises have opened physical stores.

However, the transformation process of traditional retailers is not smooth sailing, and logistics cost control, technology and personnel are bottlenecks. The first is logistics. In the interview, the reporter learned that Auchan had planned to carry out online shopping business in China, but it stopped because of the high logistics cost of home delivery. Secondly, the technical level of traditional retailers is insufficient. Online retailing requires higher technology, stronger, more stable and safer system. There are different practices from traditional retailers in network construction, marketing technology, consumer analysis and data mining technology. Traditional retail enterprises have generally established a perfect enterprise information system, but this is quite different from the technical conditions required by the online retail system.

China Chain Store & Franchise Association pointed out that traditional retailers still lack professional online sales teams. Traditional retail enterprises generally put the best talents into store operation or commodity management, but the personnel investment and equipment for online retail are obviously insufficient, which will cause marketing shortcomings, and there are obvious differences in website promotion, commodity display promotion and customer service details. Traditional retailers need to combine online and physical stores to sell synchronously. The suggestions here can learn from the successful domestic e-commerce service provider V5shop. They have studied the B2C years of e-commerce and have a set of successful programs drawn from their majors and practices. To provide professional B2C website construction and maintenance services, the most important thing is the overall enterprise-level e-commerce solution, which integrates services from planning to implementation, and includes network marketing services that traditional enterprises are not good at. Successful cases include: LOVEOMEY Pharmaceutical Cosmetics Life Museum, 15 10, Chlitina, etc.