| Competition in the retail industry is becoming more and more intense with the increasingly fierce development of China’s electricity supplier,especially the development of e-commerce.The traditional retail industry can not avoid the difficulty of its original channel system adapting to the needs of market development under the characteristics of the new era.Ma Yun,former chairman of Alibaba group,first put forward the concept of "new retailing" under the combination of online and offline logistics and logistics at the 2016 cloud habitat conference.At the same time,the enterprises under the line must go to the line.The online businesses must go to the line,and the modern logistics must combine together,and use big data and new technology to create truly.New retail model.The color TV is not only affiliated with the group but also dedicated to the research,production and sale of the flat panel TV.As a high-tech company set up by the group to implement diversification strategy,it is a joint venture of the group and the group.Under the impact of the new retail format,Haier color TV met the industry price war online and faced the cost crisis under the line.This article focuses on the new retail transformation of the color TV,through the industry trend analysis,and then to the industry benchmarking industry,and interviews with internal staff of the color TV,concluded that the color TV market is facing the practical problems of market pressure,industry shuffling,and internal sales channel organizational structure adjustment,and the new retail transformation is the only way to survive.Haier color TV has been transformed in three ways: first,Haier relies on the group’s "smart family" strategy to expand the storefront and upgrade its products to become the display center and control center in the smart home.Secondly,channel and product transformation,online and offline channels will be merged,and according to the merged channels,matching product planning will be re-carried out.Thirdly,through the promotion of the "partnership" system,people can be transformed and ecological products can be excavated.Through these plans and implementation,the new retail transformation of the color TV set has been launched in an all-round way and has achieved initial success. |
