Research On The Transformation Of Chinese Traditional Household Appliance Retail Industry Under The Environment Of Electronic Commerce

With the rapid development of e-commerce and penetrate into all walks of life,the electricity business platform trading volume has been refreshed,and the traditional physical store shop has been the phenomenon of frequent closure,This two-day situation has had a significant impact on the physical retail industry.Faced with the impact of new models of e-commerce,the traditional retail industry have begun to transform the road.The government on the transformation of the traditional retail more attention,November 11,2016 the State Council issued the "on the promotion of solid retail innovation and transformation of the views",pointed out that the transformation of the traditional retail industry should focus on adjusting the commercial structure,the appropriate channel sink,strengthen the docking with the electricity business logistics and adjust the store layout and planning;innovation and development methods to speed up the experience of service construction;to promote the integration of development,especially online and offline enterprises such as collaborative development.Home appliance retail industry is an important part of the retail industry,home appliances with high value-added,durable and so on,due to the improvement of people's living standards,the increasingly high demand for home appliances,more emphasis on home appliance retail quality of service.In the face of online sales of home appliances in full swing,China's traditional home appliance retail how to achieve transformation and then solve the physical home appliance retail in the development of extensive,effective supply,operating efficiency is not high and other issues,is the traditional household electrical appliance enterprises imperative.Suning as the country's largest home appliance retailers,from the formation of enterprises to now has not stopped innovation and development,by the franchise retailers into integrated home appliance retailers,from traditional retailers to the Internet retailers,especially in 2010 Suning's B2 C shopping Platform Suning Tesco on the line,but also for the transformation of Suning has laid an important step,opened the line of integration under the Suning line of development.This paper is divided into five chapters,the first chapter of the article research background,purpose and significance,research status at home and abroad and innovationswere systematically described;The second chapter is the theory of home appliance retail concepts and applications discussed herein;The third chapter analyzes the background of China's home appliance retail industry,the changes of external economic environment,the improvement of people's living standard and the change of household demand and variety of household demand.At the same time,China's home appliance retail industry is divided according to the form of trade,the application of industrial life cycle theory of different stages of the form and characteristics of the analysis of China's home appliance retail industry to understand the inherent requirements;In the fourth chapter,taking Suning as an example,the Suning transformation process is divided into three stages,and the overall development of each stage,the problems encountered and the transformation measures are analyzed.Finally,the successful experiences of Suning transformation are summarized.The fifth chapter is based on the analysis of the above chapters,put forward our country's home appliance retail industry in the e-commerce environment transformation of the "three-step" strategy,that is clear development direction,integration of enterprise resources and the development of transition measures.This paper intends to sort out the development process of China's traditional home appliance retail industry under the environment of e-commerce,find out the problems in the process of transformation,and the typical case of Suning as a specific object of study,summed up the direction of the transformation of traditional home appliance retail enterprises,from the logistics system construction,online platform construction,offline store innovation,improve service quality and other aspects of transformation.