| With China’s reform and opening up, China is forging a deeper connection with other countries. Advanced ideology and business models are gradually introduced into China from other countries. Simultaneously, more and more multinational corporations are walking into China. These are a challenge as well as an opportunity to Chinese enterprises. Especially in the recent years, e-commerce patterns, which is brought into Chinese market, are producing a deep influence on shopping styles in China. Online shopping is becoming popular with Chinese customers, especially young people. With e-commence, various transactions are not restricted by time and space any more. Besides, trades are becoming swift and convenient. In view these above reasons, e-commence is rapidly capturing more and more market in China, hitting traditional retail industries deeply.With the vigorous growing of e-commence, traditional retail industries, especially household appliance industry, are facing unprecedented resistance. Compared to emerging online marketing channels, traditional marketing manners can not equal in many ways, such as managing cost, trading modes, promoting mades and so on. Consequently, traditional retail industry must advances with the times and adjust marketing strategies according to increasingly changing shopping demands from customers. Most of all, traditional retail industry should persevere with transformation and upgrading into internet fields by making use of the e-commence platform. Only in the way can enterprises have a continuous and healthy development.In the transformation process of the traditional retail industry, some enterprises,advancing with the times, rapidly opened up the online marketing business, while most retail enterprises hesitated to march up to the internet market in view of their own developing situation. However, O2O mode provide a new developing road for the latter. It unites online marketing with entity selling, fully integrating the advantages of each other.Based on the current developing situation of economy and market in China, the article firstly describes the current development of household appliance retail enterprises. Secondly, it discusses about the effects O2O will have on traditional household appliance retail enterprises by analyzing traits, organization manners and advantages of O2O, proving the feasibility of upgrading household appliance retail enterprises. Thirdly, it analyzes the necessity of upgrading by considering internal and external factors in the process of transformation. Fourthly, it elaborates current situations and upgrading measures of Suning and Guomei, mainly based on the following factors: organization structures, marketing systems, service systems and logistic systems. In the end, it provide concrete suggestions for household appliance retail enterprises which want to transform and upgrade to O2O.In the process of transformation, household appliance retail enterprises must consider the following respects:Ⅰ After developing for a long time, they have achieved the scale advantage. Also, they own stable supply chain system and customers. They should make full use of these advantages and complete resource integration so as to realize transformation.Ⅱ online marketing and entity selling are different in many ways and have their own advantages and disadvantages. Therefore, household appliance retail enterprises must coordinate online with offline channel and give full play to their own advantages while avoiding their shortcoming.Ⅲ in the process of transformation, they should view the importance of online marketing. However, they should prioritize and consider online marketing as a complement to entity selling because of the specificity of the household appliance retail industry. Developing entity selling well is the key point.The article mainly analyze the transformation ways of Suning and Guomei in detail. As typical and important enterprises in the household retail industry, they will provide referable measures for other household appliance retail enterprises to achieve the successful transformation. |
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