Research On The Transformation Of GM's Home Appliance Retail Traditional Physical Store

The development of e-commerce provides consumers with a more convenient way of consumption.Consumers no longer need to go to physical stores to purchase goods.In the e-commerce era,consumers'purchase behavior is no longer limited by time and space.In recent years,the rapid development of mobile payment led by WeChat and Alipay has completely changed the consumption habits of consumers.Under the severe impact of e-commerce,the traditional physical retail industry entered the cold winter period.As a traditional Chinese household appliance retail giant,GM has gradually shrunk its sales scale in recent years,while the profit decline has shown a clear trend.Facing the double-index decline under the impact of e-commerce,exploring the transformation path of GM's traditional home appliance store sales has important practical significance for the company's own survival and development.It also has reference value for China's home appliance entity sales industry as a whole,focusing on e-commerce.The key factors affecting the consumption of consumers to home appliance stores in this era.This paper studies the problems faced by GM companies and proposes the strategy of GM's traditional home appliance store sales transformation.The paper takes the traditional home appliance retail giant GM as the research ob.jects,and combs the related literature through the literature induction method.The research on GM is based on the theoretical theory of Simon's bounded rationality model,Kahneman's dual system theory and enterprise transformation and upgrading.Through the analysis of China's traditional home appliance retail market environment and the changes in consumer trends in the e-commerce era,we can see that the mature development of the home appliance market environment and the rise of the Internet have made consumers more eager to shop convenience and focus on the shopping experience;through the summary of GM's own competition Advantages and development dilemma,while comparing the GM company's physical store with the e-commerce platform,the analysis shows that GM company currently has shortcomings in both material convenience and consumer attention.Therefore,based on the SWOT analysis of GM company,it is proposed that GM should adopt the WT strategy around shopping convenience and consumer attention,transform and upgrade the offline stores,and focus on creating a scene-based offline experience.Integrate its own resource advantages,make full use of online resources to collect customers,and attract more consumers to store consumption,thus improving the overall sales performance of GM Company.In order to test the above viewpoints,this paper investigates the convenience of shopping and consumer attention through questionnaire survey.The questionnaire is divided into five parts,focusing on consumer convenience,attention and comparison of online and offline channel shopping experience.The survey was conducted in the business district where the flagship store of GM Guangzhou Branch was located.A random interview was conducted on the business circle.A total of 200 questionnaires were distributed and 192 were recovered,the recovery rate was 96%,of which 183 were valid questionnaires.The effective rate is 95.3%.The survey results verified that consumers generally believe that offline stores are not as good at online shopping channels as shopping convenience and consumer attention.At the same time,through the questionnaire survey results,consumers can maintain a high degree of attention to the on-site experience and shopping environment,which is also the focus of GM's traditional home appliance store sales transformation.This paper focuses on improving the convenience and attention of consumers in shopping,and summarizes the three types of sales transformation strategies of GM.First,in terms of upgraded transformation,GM focuses on upgrading the offline store experience,providing consumers with a good store shopping environment and on-site shopping experience,and using the "social + business + sharing" shared retail model to enhance product richness and A new model of Internet marketing attracts the attention of emerging consumer groups and uses the advantages of the Internet to strengthen links with consumers.Secondly,in terms of extended transformation,GM has laid out county-level stores through sinking channels,broadening sales channels to export products,operations and services to fourth-and fifth-tier cities and rural consumers,bringing more convenient shopping to local consumers.Experience and grasp the growth point of home appliance sales in the county market.On the other hand,we will expand the online sales model of "Internet +" appliances,and integrate online and offline users,goods,and services to make it easier for consumers to purchase their favorite products and enjoy the same sales service.Improve shopping convenience and consumer attention.Finally,in terms of diversification and transformation,through the butler service,GM provides one-stop service for consumers in the life cycle of"purchase-cleaning-repair-recycling-repurchase",using intelligent logistics to improve delivery efficiency,improve consumer satisfaction,and utilize big data and smart technology.Provide consumers with higher quality and more convenient services.By creating a smart home and life strategy of;"home appliances + home improvement +home + home service",consumers will be provided with a full set of home appliance solutions to provide consumers with more convenient services and smart home appliances to create smart home life scenarios.Attract more consumers'attention.The key to the transformation and upgrading of traditional home appliance physical retailing is to focus on creating offline experience around shopping convenience and consumer attention,and to provide consumers with a more convenient shopping experience by integrating supply chain,logistics,operations and services.Use smart technology,big data,etc.to attract more consumers' attention.At the same time,it should also follow the development of the e-commerce era by using online resources and new technologies,new marketing methods to collect customers,and make full use of online resources to expand sales channels,in order to seek sales growth.The main features of this paper are as follows:The paper analyzes the problems of GM's traditional home appliance retailing from the aspects of shopping convenience and consumer attention,and analyzes the offline store and online e-commerce platform in two aspects.Combined with the trend of new consumer groups in the Internet era,this paper summarizes and analyzes the transformation strategies of GM's traditional home appliance retailing for shopping convenience and consumer attention.