Mode Construction And Strategy Research Of O2O Transformation On Home Appliance Retailing

At the age of internet, the development of E-commerce has great impact on traditional industry especially for the retail which is the same as for the home appliance retailing, and it’s getting worse with the improvement of logistics and the expansion of E-commerce platforms’ offline business. Therefore, the internet transformation of the home appliance retailing is necessary, and 020 mode, a new E-commerce mode based on offline store, is one of the best.After analyzing the developing path of O2O mode, two types are to be defined----Forward-O2O mode and Backward-020 mode corresponding to "Online to Offline" mode and "Offline to Online" mode. Then this paper analyzes the competition pattern of the home appliance retailing by Porter’s Five Forces Model and SWOT Analysis, and holds that the home appliance retailing is affected by the E-commerce platform as the main threat but it still has some strengths based on its offline resource. Considering the advantages and disadvantages of two O2O modes, this paper holds the opinion that Backward-020 mode is more suitable for the internet transformation of the home appliance retailing.Therefore, this paper provide a transition mode based on Backforward-O2O mode and some suggestions from channel, product, marketing, service and logistics, then prove it by discussing an unsuccessful case of Suning, which finished internet transformation through Forward-O2O mode.