Research On The Location And Transformation Of The Entity Store In The O2O Retail Model

In recent years, China traditional retail business faces greater pressure, on the one hand, subject to macroeconomic factors, the rapid development of another aspect of Internet technology to promote the high-speed growth of online retail. Retail industry appeared a big Mac level of the business enterprise, a certain degree of differentiation of the traditional retail enterprises in market share. By the end of 2013 the market transaction China retail network scale than in 2012 an increase of 42.8%. Experts in related fields, scholars, investors in the traditional retail enterprise’s future is bleak, think that online shopping has been the mainstream trend of future consumer purchases, and store high rent, labor costs increased year after year will make the traditional retail enterprises overwhelmed, the value of the traditional entity store more and more low. Even, representative of electric business and retail, Alibaba Ma and Wanda Wang Jianlin also launched a line of who wins and who loses the bet.The retail industry C2C, B2C electric business mode and the emergence of a new O2O model, in 2012 China ushered in the first year of O2O.O2O contains a huge market in China, whether it is the traditional business enterprise, or the traditional retail enterprises are actively layout 020. But most of the traditional retail enterprises at the present stage has the congenital advantage based on entity shop, did not achieve effective double fusion, failed to achieve leapfrog growth in sales performance. Then, the entity shop should assume what location and function in the 020 mode, how to realize the change?Few studies on positioning of the O2O mode of the middle route entity shop and the function of the existing domestic and foreign literature in the. From the enterprise practice there are many global famous traditional retail enterprises are also actively explore and try the O2O mode. So, research on the transformation of the entity shop positioning and transformation of the 020 mode of the middle route of traditional retail enterprises is very valuable.This paper through the research on the retail literature, grasp the future development of the retail trend, analysis the status quo and problems of the traditional business itself and the traditional retail enterprises facing the transition, and then through the case study of XY group 020 transition practice that "the entity shop not chicken ribs, after the transformation will be the 020 model for the next round of competition in the conclusion of nuclear weapons. This conclusion is supported by the following views:First of all, the pure electric business enterprise with no offline entity shop, cause the user experience, after sale service in the commodity no foothold (store), it is difficult to form the users reputation and brand reputation. O2O mode entity shop will be shaping the corporate brand image, set up with an important carrier of reputation.Secondly, in the Internet retail trend, the rapid development of intelligent mobile phone and 4G mobile terminal technology, online shopping has become an important channel for online retail. The mobile terminal of the online and offline entity shop opened, the fusion reality becomes a reality, and better promotion of seamless 020 retail.Third, the store location for mobile terminal, terminal, PC terminal stores full channel users providing last mile display, experience and service support platform, promote the development of "new members, maintaining membership viscous, members to achieve complex purchase, become an important entrance line drainage".Fourth, integration of online and offline must for goods, price, service and other core elements of fusion through. From the store business model, marketing services, product development, functional layout, organization reengineering, Internet talent development and cultural innovation, investment and other aspects of the traditional technology of IT Internet store upgrade.The traditional retail enterprise only by giving full play to the advantage of collaborative integration of online and offline entity shop, to achieve full channel seamless docking through a series of transformational change, only provide value-added differences in single channel can not provide to the user, to user drainage to stores, the realization of value transformation, finally realizes the management achievement of high growth.