Traditional store how to deal with the Internet

-For fresh food and other ingredients, consumers need to see the freshness, take a look and touch the feeling is very important; -What you see is what you get, especially for the price is not so sensitive to consumers, see the take away do not have to wait.　　Let's look at two cases.　　One is like Wal-Mart to give full play to the supply chain advantages of the super, the low price in the end, not only offline dare to say that they are the lowest price, but also not afraid of you on the line than the price.　　Wal-Mart's efficient supply chain and logistics management system is its core competitiveness, since its inception in 1962, Wal-Mart has been playing the role of technology pioneer, always through the use of a variety of new technologies to enhance its competitive advantage. By now, 85% of the work in Wal-Mart's distribution center is done automatically by machinery, and the distribution of goods in the whole supply chain as well as the information of the goods themselves can be completely reflected in real-time and accurately in the retailer's information system. Wal-Mart's ability to manage the supply chain, its persistent pursuit of information technology, and its deep-seated sense of cost control enable it to be unique by virtue of its cost strategy. In the Internet era, they have done the following things: 1, the establishment of an e-commerce platform, all the products can be on the site as much as you want to choose, and there is no fear of consumers to compare these products with other platforms such as Amazon.　　2, the advantage of the place than Amazon is their site to store model (that is, another way of saying O2O), online shopping, unified logistics sent to various Walmart stores, after which consumers pick up the model in the store, combining the convenience of online shopping and payment, as well as the low-cost advantage of the unified distribution of the store logistics.　　3. Encourage consumers to use their own applications in physical stores. Each store has a specific field range, the application will automatically detect the location, into the store will automatically switch to in-store mode, consumers can receive instant updates on weekly specials and new product information, you can also use your cell phone to sense the bar code to know the price, the application will also count the total amount of goods in the shopping basket, you can know how much money spent before checkout. If the physical store is out of stock, you can order from the Internet instead. Smartphones have turned into one of the most important ways for Walmart to interact with its customers, and since comparing prices is something consumers have to do, it's good to make it easy for you to do so.　　In that case, will the superstore lose business because the prices of certain products are not competitive enough? Wal-Mart's online sales in the United States only account for less than 10% of total revenue. But the above initiative follows the trend, retains consumers in the Internet era and strengthens its brand position. Of course the premise is to have enough confidence in their prices.　　The second is to look at Walmart's a much smaller volume but live quite wonderful competitors Whole Food, they are in the positioning of a unique way, and then use the Internet to provide customers with more intimate service.Whole Food advocates a new way of life and customers agree with the value of the concept, they specialize in green food, first of all, a group of devout seed users. Whole Food also offers a shopping experience that is different from other supermarkets, with a generous distance between shelves, soft lighting, a pleasing display of goods, and a comfortable environment that makes people linger.　　On the basis of this differentiation, Whole Food plays the advantages of the Internet to establish closer ties with users: customers use mobile applications to select delicious recipes to generate shopping lists, search for the nearest Whole Foods supermarket shopping through cell phones, establish their own food profiles, and share them with friends on social media.　　1, is to provide a complete experience for the user, with the user's contact point for a product or service from the offline physical store services extended to a variety of terminal devices through the virtual contact points, the business interface is unlimited expansion, this time the business should be from the whole to consider the user experience and brand impact, rather than just from the physical location of the consideration. This is the first core point of O2O: play the advantages of physical store experience, use the Internet to expand the overall experience.　　2, is anytime, anywhere and user communication, benefiting from the increasing popularity of mobile devices, the user at any time online, whether the user's experience or feedback on some of the issues, you can interact and communicate with the business. Membership system online and offline through, convenient membership price and membership points inquiry and use. Become a CRM tool, is the second core point.　　3, the real user-centered to build their own service and marketing system, in the business to pull new at the same time, but also through some tools and means for its old customers to retain, the online users attracted to the offline consumption, and then let these users consumed to return to the line to propaganda infected their friends and other users around.　　The use of the Internet has a lot of innovative tricks can play, such as the use of WeChat platform, in the shopping mall with the voice of the search for goods, of course, these activities to increase the freshness and fun of shopping must be considered the cost, and is only applicable to the profitability of the characteristics of the space is relatively large supermarkets. Innovative marketing is the third core point.　　4, the fourth core point, can be said to be the essence of O2O, that is, the user's consumption behavior from traceable to measurable to predictable, all users online to offline behavior can be recorded and measured, and ultimately formed based on the massive database of user consumption behavior, and further through the mining of these data and analysis to predict the impact of the corresponding marketing behavior of users.　　Overall, the Internet era of superstores to surpass competitors and resist the danger from other e-commerce, first of all, we still need to play their own supply chain advantages, the goods are well organized; at the same time to play their own brick-and-mortar advantages, so that there are more things in a shopping basket, so that high gross margin goods sell better; and then it is to take advantage of O2O, so that the Internet all-round service to the merchants.　　(Source: "Data Analysis")