The Development Of Chinese Retail Marketing Channel Research

With the rapidly growing popularity of PC’s rapid growth in thenumber of Internet users, online shopping has gradually becomeindispensable for every consumer a way of life, coupled with the rapiddevelopment of4G networks, smart phones, mobile terminal to the next lineentities stores as the main sales channels of traditional Chinese retailenterprises are facing unprecedented challenges and pressures. A crisis, withmore than1700physical store appliance retail giant Suning Appliance Chinais growing at arm’s courage and determination warrior transition to theInternet.By the end of2012,"Suning Tesco" entered the top three domestice-commerce industry. August21,2013,"Su Ning Bank" name has beenpre-approved by. October28th,2013, PPTV become the largest shareholderof Suning, Suning also like to enter the online video industry. March4,2014,Suning virtual operators to obtain licenses to move fully into the resalebusiness. So far, Suning has completed the layout involving "electricityproviders, entities, red kids, PPTV, full network, telecommunications,logistics, finance and other eight immediate independent company.Whether this transformation, or "change" for the face of changingmarket initiative upset or enterprise, Suning pace of the action is quiteunpleasant internet! The magnitude of its strategy and "shake" the intensity, indeed astounding. Suning Appliance according to " Suning Cloud providers"of its overall Internet strategy formulation and "Wings" Internet model,namely O2O and open platform model, rapid full transition to the Internet,start a new entrepreneurial path.In this context, the traditional retail channel strategy innovationenterprises to quickly layout, meet challenges, Transformative, the flow, theconvergence of the enterprise is placed in front of each vital event, otherwiseit will in consumer buying habits transfer and Internet tide gradually beingabandoned market. This article combines theoretical analysis methods takeactual cases of actual cases to Suning channel transformation and the futureof online and offline integration in the Internet O2O model, the importanceand necessity of the proposed changes in the Internet era Chinese traditionalretail business sales channel development, once plug in the traditional retailnetwork wings, once thought to be a huge burden under the Midas touch linecan lapse between resources, the balance has tilted to the re-birth of onlineand offline retailers in the whole channel.