Why are the new Internet e-commerce retail giants in Zhejiang, Guangdong and Fujian?

2016 is the year of Internet transformation for traditional superstore giants, and the combination of physical retail and e-commerce has never been so frequent and close as this year.

In the face of Walmart, Yonghui, Sanjiang Shopping, Lianhua Supermarket and other entities have embraced the Internet, with eight listed companies, China's largest retail supermarket stores, Pacific Coffee, Vientiane and more than 6,000 brick-and-mortar stores, including the China Resources Group, has also recently announced that it formally killed the red sea of e-commerce.

December 28, China Resources Network, a subsidiary of China Resources Group, formally launched a comprehensive e-commerce platform and Internet-based mobile life service platform "China Resources". "If you compare China Resources Group to an airplane, industry plus capital is its two engines, the Internet and internationalization are the wings on both sides, and CRN is the runway platform under the plane." Luo Xi, vice chairman and general manager of China Resources Group, said so metaphorically.

To open the closed-loop ecological chain

As we all know, the physical business to open the online and offline resources, the most basic method is to provide offline consumers with an Internet platform that can be online shopping. At present, most of the supermarkets choose to build online and offline ecological chain is to cooperate with the mature e-commerce platform. In contrast, China Resources Group chose to build its own O2O platform.

From the content point of view, as a comprehensive e-commerce platform and mobile Internet service platform of China Resources Group, CRT integrates the large and small industrial sectors of China Resources Group, in addition to the brand of CR Vanguard, Vientiane, Pacific Coffee, convenience stores, and other different forms of retail business, the medical and health care, real estate, and financial services of China Resources Group are also included.

"How to make full use of the Internet to innovate CR's business model and enhance its service capabilities, so as to promote the various businesses to the high-end of the industrial chain and value chain, and to form an ecosystem in which all parties **** win is a direction that CR is always thinking about and actively exploring." On the day of the CRT on-line conference, Fu Yuning, Chairman of China Resources Group, said that through the CRT this e-commerce platform can open up the connection between online and offline China Resources, external partners, and customers, resulting in a huge aggregation effect, so as to better promote the transformation and upgrading of China Resources.

For previous attempts, Luo Xi admitted that the CR Group's e-commerce plate in terms of business there is still a lot of room for progress, summarizing the past operating model, the e-commerce platform in addition to the realization of the customer through the points through the offshore pass after the scene, it should also be resolved as soon as possible the scale effect of the platform, financial services, data mining and so on, "only then can we form the Comprehensive e-commerce platform of more stores, more customers, more goods, more money Four more situations, to achieve the sustainability of the business model."

In the face of the red sea of e-commerce, compared to other more mature platforms, CRTC's bottom line from where? In this regard, Luo Xi said that the core advantage of China Resources still lies in its huge industrial resources.

"Why China Resources dare to kill into the red sea? In my opinion this is actually a matter of going with the flow. It is not that CR needs to spend a lot of cost to establish the platform, after all, the establishment of the online platform itself and the establishment of the offline network is not the same thing, we can build on the existing offline foundation for customers to build a rich life-oriented scene."

Although compared to other competitors, CRT started not too early, but because it backed by the group itself system is huge, across a number of different fields, the advantage lies in the integration of the integration between the various industries fusion is higher, it is easier to realize the benefits of the closed-loop; the second is that it can be analyzed through the data of the clientele, multi-dimensional to meet the needs of the different segments.

On-line and off-line diversion effect

This year, entity retail and e-commerce frequent "marriage", before Walmart hand Jingdong, Gome online and RT-Mart Flying Cow alliance, after Alibaba investment in Sanjiang Shopping, EGo Fresh shares in Lianhua Supermarket, entities and online boundaries more and more fuzzy.

At present, the super commercial industry map is in the reconstruction stage, the reshuffle is accelerating, foreign capital gradual withdrawal, domestic capital big differentiation, e-commerce to the integration of supply chain value is the core of competition. Walmart, Carrefour and other foreign-funded super or fade out the first camp, while the domestic performance decline, closure or the norm, super e-commerce penetration rate from 6% to 13.6%.

At the same time, the e-commerce industry, the "Matthew effect" has emerged, that is, the strong stronger, weaker, Jingdong, Ali, the fight will only be more intense. "The early advantage of e-commerce is that the capital is hot, and capital is more important to the growth of the enterprise, as the gross profit of the commodity category continues to decline, online and offline joint can form a new competitive advantage."

Unlike the current trend of "Internet +", the direction proposed by China Resources is "+ Internet". Some analysts pointed out that the combination of China Resources and the Internet operating model is not to give up the offline, only attack online, but to use the "online + offline" complement each other's strengths, mutual diversion.

According to Luo Xi, CRT combined with online and offline advantages of the whole scene, to create the "around" concept, users can get around the local preferences and selected recommendations. In addition, the service industry ecosystem designed by CRT will also include a series of life service functions to the user.

In the face of a lot of physical business are downsizing offline plate, began to light assets to the direction of transformation, China Resources will gradually shift the center of gravity of development to the line in the future? In this regard, Luo Xi repeatedly emphasized that the cost of building an online platform is not too high, and more importantly, many physical resources offline. "Offline resources do not exist to reduce the problem, there is only a problem of transformation, is the way the offline stores, the function is to transform. In the past we offline shopping overcrowded, the future of the offline is likely to be mainly to provide an experience of the consumer environment."