Research On The O2O Business Strategy In Fresh Food Of Yonghui Supermarket

With the China's economic slowdown,the domestic retail industry also comes to a bottleneck in the development.In recent years,as E-commerce has entered the Chinese market,the consumer psychology and habits of Chinese consumer change greatly.Under the influence of network sales market growing exponentially,the traditional retail enterprises,such as the traditional department stores and large supermarket chains,fell in varying degrees of effectiveness.At the same time,due to the rapid penetration of the Internet in people's daily life and business areas,the retail industry meets new chances and challenges.Among the variety of new retail channels derives from Internet-retail mode,retail O2 O mode particularly connect online and offline channels,becoming the choice of most traditional retail enterprises to transition and upgrade.Most traditional retail enterprises follow the trend blindly in the process of transformation,and unable to make a suitable strategy which is precise positioning of their business.As a representative of the local supermarket chain,Yonghui supermarket occupies some shares in the retail market relying on the characteristic mode of fresh food.In the traditional domestic retail industry,Yonghui supermarket operation mode has certain typicality and its own peculiarities.Suffering from weak growth in the industry,Yonghui supermarket begin to explore a transformation and upgrading strategy,based on fresh food O2 O business and the integration of the supply chain system.By analyzing the specific measures and achievements of Yonghui's O2 O strategy in fresh food,this paper wants to discuss how to run a suitable O2 O mode in transformation.Simultaneously this paper hopes to provide a theoretical basis for traditional retail enterprises in transformation.This paper first introduces the current situation and development trend of the research of traditional retail industry's transformation strategy,especially the O2 O business mode,then brief related concepts,and characteristics,market status and development trend of traditional retail industries.It also introduces the basic situation,business characteristics and market competition environment of Yonghui.The following part step-by-step analyzes the range of strategies in the O2 O business transformation of Yonghui's fresh food,for instance,developing own brand “Half the Sky” as the first trial of fresh E-commerce,building own O2 O business platform “Yonghui Micro Shop”,establishing a cooperative relations with Jingdong O2 O platform,developing online channels,and integrating the supply chain system of fresh food.Through the analysis,this paper points out challenges in the market requirements,supply chain optimization,product quality and safety that Yonghui faces while expanding fresh food O2 O mode,and offers some appropriate recommendations.The paper finally forecasts the development trend of traditional retail enterprises boldly,according to the situation of Yonghui's fresh food O2 O business and the competitive enterprises'.When the traditional retail enterprises embark on business transformation,they should not only follow the trend blindly,but also formulate and implement effective measures depending on consideration of market changes,management characteristics,strategic positioning,resource integration,etc,so that they can enhance core competiveness in the fierce market competition.