International Retailer's Omni-channel Strategy Research And Comparative Analysis Of Typical China Retailers

In recent years,online retail booming had a great impact on the entity real.About China's online retail,due to its excellent network infrastructure,accidental coincidence in consumer population structure and network shopping mainstream people,domestic consumers diversified and prominent features,the hatch of foreign capital on e-commerce,the development of traditional retail industry in second and third-tier cities and rural areas is relatively lags behind the demand,and consumption ability of second and third-tier cities and rural areas is rapidly increase,the Chinese online retail in sales volume,permeability and compound annual growth rate is far beyond Europe and the United States and other developed countries.Traditional retail received a big impact from the vigorous developing online retail,many retailing industry and traditional supermarket industry frequent closed offline store.How to develop Offline store under the new form is worth exploring,whether there is any space for continuous development of offline store.A growing number of stores are exploring deferent development model in all channels such as 020,but the specific development path has a different choice.According to Deloitte's 2014 global retailers operating ranking table,author selects the top 12 international retail operators,from the online applications,online and offline prices,online and offline category,proprietary ratio,number of stores,after-sales service quality,operation sales,logistics and many other aspects,and collects the best practice,and choose operational indicator to evaluate according to its operations.Then author extracts specific operation data above aspects,and makes factor analysis and cluster analysis.Final the end is five kinds of clustering results:the first category:technology-oriented high-end department stores represented by macy's and Nordstrom.The second category:the large supermarket represented by wal-mart which began to pay attention to technical transformation and all channel strategy in the early stages of the online retailer is popular.Third class:convenience store represented by 7-11,Watson which pay attention to the distribution of physical stores and begin online retail at the same time.Four Class:speciality store represented by ikea which pays attention to the brand and product design production together,in the popularized online retail today insisted the offline features,online marketing and drainage offline only.Five Class:all channels followers represented by Costco,Target,bestbuy which begin operating online and offline service retailers of all channels in the popular time of the network retail.According to five different types of retail operators,we summarize its full channel development path and the full channel development best practices.Finally,corresponding to the first four class retailers,we select domestic typical enterprises(including:suning,wumart,the intime,good neighbors)and analyse the specific channels operating strategy,and in comparison analysis the whole channel development path and the whole channel development best practices of the different types of operators above,so as to put forward all channel development path direction and detailed suggestions for typical domestic retailers.