The development of e-commerce will inevitably overlap with traditional businesses. In the context of the rapid development of e-commerce, traditional retail enterprises are faced with a stern battle. This article intends to study the impact and countermeasures of the development of e-commerce on the traditional retail industry.
The leading model of electronic future commerce has changed people ’s living environment and the survival of enterprises. Filling in web-based e-commerce has accelerated this change, because historically, heavy inventions often go through dozens of years, and Wei can only obtain them in a hundred years. Widely used, and the rapid development of e-commerce has broken through this historical convention. E-commerce is among the billions of dollars in the global global e-commerce growth. The development of e-commerce in China is also very fast. The number of online computers and the number of Internet users has doubled in half a year, and the growth rate of e-commerce is also very fast.
In recent years, the rapid development of the number of Internet computers and Internet users in China from the rapid development of e-commerce will inevitably cause traditional retail enterprises to face step by step competition from e-commerce.
The impact of the development of e-commerce on the traditional retail industry. E-commerce has reduced the status of traditional intermediaries. In the traditional transactions, there are link wholesalers and retailers specializing in commodity intermediary services. The producer passes one or several middlemen along the linear value chain to pass the ownership of the commodity. This makes the transaction chain lengthened and generates added value. Consumers also have to bear more circulation costs for this. Now in the electronic commerce Qin environment, manufacturers can directly sell the sales of the year to consumers at a lower cost. The amount of business revenue per year is 10,000 computers on the Internet, and the number of people on the website is 10,000. The impact on the traditional retail industry and the countermeasures for products and services have reduced both the cost of sales and the circulation efficiency. It can also make you rest on the supply of products; the two parties can lead the flow, so that the design and manufacture of products can better meet the requirements of consumers. Therefore, in the situation of network and e-commerce development, 6 commodity transaction chains will become increasingly flat, traditional intermediary services become unnecessary, and the survival space of traditional retail enterprises as intermediaries is getting smaller and smaller.
The development of electronics has formed direct competition to the traditional retail industry. There are currently two main modes of e-commerce8, and 0, = the direct mode of the radio and television business of the special mode. The online retail sales in North America are doubling every year. In 1998, the market reached 13 billion yuan. The regulation in this market is larger than expected, and the growth rate is faster than expected. It is also reported that 94 students currently total more than 200 million US dollars. Vitality and 1.1; 00 traded product range is also expanding. Previously, the products sold on the 1st network were limited to computer hardware and software and book products. Now the products sold online have been extended to all kinds of products, such as home appliances, cameras, gifts, clothing, medicine and toys Food, beverage, footwear, general household consumer goods and automotive products are all available. On the US company's US $ 5.3 billion in assets, the company's website provides consumers with 20 household items. In the past two years, the company also intends to launch a 95-member general merchandise collection of household commodities. Obviously, the sales business of the online store has gradually overlapped with the traditional retail industry, forming a situation of direct competition, and online sales have many advantages that the traditional retail industry cannot compare with. And the heart team throughout the year keeps the consumer's tablets away from home, you can choose to buy your favorite products at any time and enjoy home delivery or mail home service.
Low-cost online store + must pay, shop rent. At the same time, it also discusses a large amount of savings, such as savings and depreciation fees for staff and employees, and the price of online goods naturally decreases. Under the trend of sensible consumption and price-sensitive consumption, the premise of online product quality and brand guarantee 1 is extremely doubtful; the factor of competitiveness realizes marketing. With the support of hardware and software technologies, online stores can achieve marketing. For example, Amazon can use the prepared program to remind users' family birthdays and other anniversaries. The company has also developed a patented technology with one-click, which makes repeat customers only one click to complete the traditional store. The woo aspect competes with it, so if traditional commodities do not make any changes, the prospects are worrying.
New business continually appearing in the electronic environment Some new network-based business models are constantly emerging and form an indirect competition with the traditional retail industry. For example, the online superstore 8 is called. 1 The price of goods sold is generally lower than that of competitors, and sometimes the sales company hopes to make profits from advertising instead of selling goods at low cost. In 1998, the first year of the company's full operation, its sales had reached 125 million US dollars. The site only allows merchants' auction sites to entertain shopping; all day, Paizhen is connected.
Bidders compete for a limited number of goods. In the early days of online patting, the products were mainly household appliances, and now they have started to auction all the products, from technical skate food to vacation travel routes.
China's bidding and trading website Kubibi elaborated a collective bargaining mode 1 price reduction curve. The more buyers gather, the lower the transaction price, which is the so-called closing force. The Huojia come to bargain the 1999 E-commerce Kino, Capital University of Economics and Business Press. , 84 Li Xiaodong E-commerce Global Business in the 21st Century. , Heather. Green abandoned the old business model and grasped the new collective bargaining. It is still redundant. The main products are new products rather than hand-made or collectibles. The current product range has covered many fields such as computers, home appliances, communication products and gifts The new business model is to complete the task of selling goods to consumers but adopts a flexible and novel hall style. Although these business models have not yet formed a scale, with the deepening of the network's influence and the continuous improvement of new models, these online business models will surely differentiate consumers' shopping channels.
It is foreseeable that due to the rapid development of e-commerce, Xin bound will face more intense competition. Because online commerce and traditional retail have their own advantages, online merchants are not likely to completely replace traditional merchants, but traditional retailers that are not competitive in price and lack the convenience of online commerce suffer. Don't take the initiative to make changes. It is hard to escape the failure, the traditional retail industry's countermeasures in the era of e-commerce, e-commerce can be said to be a natural evolution of the retail industry towards high efficiency. In the long run, with the promotion of e-commerce, the information obtained by retail enterprises will be significantly improved in quantity and quality. When facing target consumers, merchants can make more informed decisions and conduct business more efficiently. Kui actively expands online business in order to adapt to the fierce competition and environment in the future. Traditional businessmen should start from now, actively open up their own online sales channels, develop online business, and realize the deep integration of online business and traditional retail. Traditional merchants now occupy online stores and can easily gain consumer recognition. The traditional zero-distribution industry and the market in terms of business operation congestion management. The noodles are all experienced. These discussion online marketing also has price guidance. In this way, traditional retailers can gradually form a balance between online commerce and store commerce, and the two promote each other to complement each other. This is very beneficial for traditional retailers to create new advantages in the Internet age. At present, many traditional retailers have begun to actively expand their online business. For example, the world ’s largest chain of bookstores, Bano Gong, 831 batches 8 and 6 were initially dismissed by Amazon. An online business department has been set up within the company, and Amazon is competing online to compete for the monopoly rights of the US as an informant. Large retailers such as Walmart Kmart Sears Metro also felt threatened and started unconnected businesses. Although most of the current online stores are at a loss, if they do not seize the opportunity to enter the online market now If it does, the future losses may be greater, because the network is now in the enclosure stage, and not many companies have formed strong competition. Now when it is time to enter, the more difficult it is to enter the later, the smaller the successful machine 1
Although Tunzi Business has a great influence on traditional merchants 1, online merchants cannot completely replace traditional merchants in a long time, and store merchants will not disappear, but the evolution of one Bian Bian to adapt to customers must be in the shopping process. . In addition to shopping, customers also need to reach the mouth like people, communication and entertainment. These are the traditional reasons for the existence of traditional merchants, companies should be committed to increasing the leisure and entertainment value of shopping activities. Develop a more personalized experience for consumers. Therefore, services and the overall shopping environment will continue to be the main attraction of traditional retail enterprises to customers. In view of this, it is necessary for traditional merchants to discuss their own functions.
Win customers with excellent service. When the price is becoming less and less competitive, the service is full of competition, the magic weapon of customers, and tradition; the businessmen should continue to improve the quality of service and strive to provide customers with excellent and personalized services. Although the online store can also provide customers with special services under technical support. But overall, lack of humanistic color and flexibility, traditional retail companies are still promising in this regard.
Secondly. Attract customers with multi-functions The traditional retail industry should expand its business scope while engaging in merchandise sales activities. Appropriately join in a variety of industries such as catering, entertainment and leisure, and attract customers with the advantages of a variety of functions.
This advantage online merchants are obviously difficult to follow.
Retaining customers in an elegant environment, no matter how exquisitely made, can not make customers feel personal, because customers are not in it. Because the experience environment is also the main point of customers' shopping, traditional retail enterprises can work hard to create an elegant and comfortable shopping environment, so that customers can enjoy the senses brought by the environment while shopping.
Adapting to e-commerce, Zhan realizes business transformation as mentioned above. The e-commerce cold has reduced the status of traditional intermediaries. The traditional merchants can adapt to this change to achieve the following business transformation. The first transition from traditional intermediaries to information service intermediaries as traditional intermediaries. The distance from the product. Before the information society, intermediaries could rely on geographical or temporal boundaries to provide consumers with lack of information with the products they needed to obtain a marginal profit. However, in the information age, because customers and production are not possible, they can make a difference . To obtain profits in a new way is to act as an information service provider.
From the interconnection to the ocean of information, it is very difficult for people to quickly obtain the required commodity information and make choices. Information service providers can solve the difficult order of information, so that people can quickly find the information they need. Information service providers obtain benefits by providing information services. Information service providers can be regarded as network information intermediaries, because in essence, such information service providers provide information intermediary services. In fact, a book like Amazon only sells many books online, so it also belongs to the middleman.
Compared with traditional middlemen, information service providers have significant differences in ways of thinking and management. Information service providers not only sell goods online, but also gain long-term economic benefits by better meeting customer needs and establishing long-term transaction relationships with customers. Although such enterprises are difficult to make profits in the short term, their development prospects are quite good in the long run.
If traditional retailers can integrate various products and service information of suppliers and provide them to customers through the Internet at a lower cost, they will definitely gain a competitive advantage in the new market space.
The first transformation from a traditional intermediary to a distribution center network can eliminate the blockage of information flow, but it cannot solve the logistics problem. Although online merchants do not have a store, they must establish a distribution center, use license 5 FedEx or Mountain, female delivery system to deliver products to Gu poor people. This service is more expensive, especially for low-priced goods and small order transportation costs. A large proportion of the price structure.
At the same time, online merchants do not have any control over products delivered via these methods. While traditional retailers have a wide range of industries that can take advantage of this aspect, they have evolved into a hybrid of retail enterprises and distribution centers, taking distribution as an enterprise's business, and obtaining revenue by providing distribution services to online merchants. Some large chain business enterprises have set up their own distribution centers and can easily engage in this kind of business. For example, after placing an order on the Wal-Mart website, the neighboring Wal-Mart chain stores can be delivered to the door quickly. Non-chain retail enterprises can also cooperate with other retailers to achieve this kind of business transformation. For example, China has a national online chain store of 1 163. It has launched a new model of combining traditional commerce and e-commerce, focusing large shopping centers across the country Online, so that consumers can go to shopping malls all over the country without leaving their homes, and at the same time solve the distribution problem. If consumers pass the goods on the online square shelf, Ding 163 will use the franchise mall to complete the distribution of the goods in the country.
Accumulation and innovation of knowledge. The use of knowledge preserves the value of the enterprise's knowledge assets, while the innovation of knowledge increases the value of the enterprise's knowledge assets. Knowledge management includes information sharing and collaborative content management and business intelligence. Information sharing and collaboration can realize the smooth flow of internal information within the enterprise, which can improve the efficiency of enterprise information management, and business intelligence can make enterprise decision-making scientific and digital. Any enterprise needs knowledge management, and commercial enterprises are no exception. In the case of continuous increase in competition, commercial enterprises always use high-tech to improve the quality of teachers and test efficiency. Traditional business has also gradually got rid of the traditional concept of labor-intensive and turned to technology and capital-intensive parties. Nowadays, facing the severe competitive situation, the management innovation of commercial enterprises is even more important. When traditional retail business seeks development in the field of e-commerce. + To forget to work hard to improve your core competitiveness. The use of modern high-tech to realize knowledge management is the guarantee for the success of enterprise e-commerce and the guarantee for the prosperity of the enterprise.
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