Mobile Retailer HB Company's Competitive Strategy

With the rapid development of the Internet and mobile Internet technology,the concept of online and offline integration has been enriched,ranging from O2O to the whole channel,and to the current new retail.As far as the traditional retail is concerned,it is imperative to adjust the business model and accelerate the transformation and upgrading of enterprises.After more than ten years of extensive growth of the e-commerce industry,a majority of products are still positioned at the middle and low ends,and the lack of experience has become the bottleneck restricting its further development.This is the advantage for bricks-and-mortar stores.For the retail industry,the business model of pure e-commerce or pure bricks-and-mortar store will not be able to meet customer needs.One of online and offline integration is the future development trend for the retail industry.As one of the largest mobile phone chain retail enterprise in China,HB Company has amassed 20 years' experience in offline chain management and 5 years' experience in e-commerce retail.Relying on the independently developed O2O platform,it has in recent years gradually adopted the new retail model of online and offline integration.The significance of this study is,first,based on the strategic management theory,making full use of relevant tools to conduct comprehensive data analysis of the mobile phone retail industry.It is hoped that the research of this paper can help HB to identify its core competency and strategic positioning in an increasingly competitive environment and play a guiding role in the selection and implementation of its competitive strategy.Second,the current competitive landscape of the retail industry is not yet clear,and the enterprises somehow encounter the same problems like HB Company in the process of transition to the Internet or O2O.Therefore,the author hopes this article can provide reference for these enterprises.With HB Company as the research object,this paper takes SWOT analysis as the general analysis framework.First of all,it makes comprehensive use of PEST,Five Forces Model and some other tools to analyze the external environment of HB,and clarify the core elements of business competition.Second,based on the relevant information collected,the paper analyzes the internal environment of HB Company in terms of resource and capacity,and identifies HB's core competitiveness.Then,it selects the proper competitive strategy for the company by using the SWOT tool to analyze and summarize HB's internal strengths,weaknesses and external opportunities and threats.Finally,it puts forward recommendations for HB Companyto ensure the successful implementation of the competitive strategy.In view of the chaotic competition pattern in the retail industry,the successful cases are few and far between in the process of transition from traditional retailing to O2O.This research will help the retail enterprises to identify their unique appropriate competitive strategies and positioning in the process of transition to O2O,and promote the healthy development of retail businesses and the O2O industry.