According to the current market environment, how to make the retail industry bigger and stronger.

The "Special Consultation Report on the Impact and Challenge of Internet on Retail Industry and Countermeasures" issued by Prospective Industry Research Institute pointed out that the rapid development of online sales under the background of e-commerce era undoubtedly posed a severe challenge to the traditional retail industry, but the traditional retail industry has tenacious vitality. The traditional retail industry needs to seize the opportunity, face difficulties and adopt scientific and feasible development strategies to promote the development, transformation and upgrading of the industry. If it is useful, please adopt it. Thank you! )

(A) "consumer satisfaction" strategy

From the consumer's point of view, what retail consumers buy is actually a life improvement plan, and how to provide the best improvement plan is exactly what enterprises should consider. The specific strategies are divided into the following four aspects:

1. Select market segments and implement dislocation management. Commercial competition depends to a considerable extent on the grasp of consumers, that is, the grasp of market segmentation. Market segmentation is a market classification process that divides the market into several consumer groups according to the differences of consumers' needs and desires, buying behaviors and buying habits. Every market segment is a group of consumers with similar demand tendencies. Traditional retailers should make full use of their strengths and avoid weaknesses, accurately analyze the market segments impacted by online sales, accurately grasp and meet the needs of specific market segments, and select goods and articles suitable for target customers with customers as the center. Taking home appliances that have been greatly impacted by online sales as an example, the operation of online home appliance sellers has the following characteristics: the proportion of large household appliances is greater than that of small household appliances; The product level is low, mainly concentrated in low-end home appliances; Price wars are frequent, and attracting customers at low prices is its main business strategy. According to the analysis of market segments, traditional home appliance retailers can make the following choices: expanding the proportion of small household appliances in product structure selection; Expand the proportion of high-end home appliances at the product level; The choice of price strategy pays attention to the price of e-commerce, but we must judge the situation and not follow the trend, because the price of home appliances of online sellers is low, but the price war also leads to excessive consumption and is unsustainable. At the same time, traditional retailers should determine and provide systematic services, high-tech services, targeted services and intensive services for specific target customers on the basis of market research and market segmentation according to the needs of market consumers and their own operating characteristics, so as to achieve dislocation management and dislocation competition and dislocation development in specific fields and characteristic customer groups.

2. Promote channel reform and control commodity prices. The price of network vendors can be lower than that of traditional retailers because they have channel advantages. Traditional retailers should promote their own channel reform, learn from the advanced practices of network manufacturers, change the hierarchical distribution model that leads to high terminal prices and low operating efficiency, and gradually adopt the mode of direct docking with manufacturers to reduce the profit consumption of intermediate links and channels in order to occupy a favorable position in price competition. Channel reform needs a process, but only in this way can we reduce the price of terminal retail goods, provide consumers with cheap goods and win the favor of consumers.

3. Strengthen quality awareness and improve service level. It is necessary to strengthen quality awareness, control the whole process of commodity quality, track the whole process of after-sales of commodities, and comprehensively improve the quality of commodities and services. The whole process control of commodity quality refers to the control of commodity quality from production source, logistics to sales, the control of commodity procurement source, the preservation and maintenance of quality in the process of commodity logistics, and the guarantee of commodity sales quality; The whole after-sales tracking of commodities refers to grasping the after-sales service of commodities, especially those that have been used for a long time, establishing the service consciousness of "consumers buy not only commodities, but also a service", paying a return visit and giving timely feedback, providing the whole after-sales service, helping consumers improve their life after purchasing commodities, winning consumers' trust, improving consumers' loyalty and satisfaction, and providing them with a service level significantly higher than that of online sellers.

4. Pay attention to the shopping experience to ensure customer satisfaction. For consumers, shopping is the process of experience and experience is an irreplaceable part of shopping. "Experience" is an important focus in the competition between traditional retailers and online sellers. To do a good shopping experience, we should provide customers with more shopping experience services with the help of the premises and equipment of physical retail stores, such as: teaching food cooking and health care knowledge in fresh areas; Teach the use and experience of electrical appliances to improve the knowledge in the electrical field; Teach customers makeup and beauty knowledge and product use methods in the cosmetics area, so that customers can experience and acquire relevant knowledge while shopping; At the same time, we should do a good job in shopping guide, and retail stores with a certain scale can also provide shopping carts with shopping guides to make it more convenient for customers to shop.

(B)' e-commerce transformation' strategy

American retail expert Thomas? Based on Hegel's dialectics, Malonic's retail dialectical process theory holds that all retail organizations learn from each other, tend to be consistent, become indistinguishable, at least very similar, and become new retail enterprises, that is, combinations. The old retail organization and its opposite will merge with each other in the constant competition and running-in, and finally a new retail organization with the operating characteristics of the former two, but obviously different. The integration of online sales and traditional retail will be an inevitable trend.

Bill Gates once said: 2 1 century, there will be either e-commerce or no commerce. Faced with the impact of online sellers, traditional retailers should realize that the difference between traditional retail methods and online sales lies in the different formats, and the competition with online sales cannot fall into the trap of maintaining traditional impact resistance. Online sales can get their own needs, and traditional retailers can transform e-commerce while maintaining their own characteristics, learn from and absorb the advanced advantages of online sales, and inject fresh blood into the development of retail industry. Foreign experience also shows that the integration of traditional retail and online manufacturers is inevitable. Among the top 10 e-commerce enterprises in the United States, six are traditional chain retail enterprises with strong funds. Large-scale traditional retail enterprises and network companies should speed up the pace of integration, carry out high-tech transformation, improve the level of technical equipment and information management, provide people-oriented and consumer-centered personalized services through modern information management technology, and organically combine online sales with their own traditional retail, so as to achieve success in the era of e-commerce.

The transformation of traditional retailers' e-commerce is an inevitable trend. In the process of transformation, there are generally three modes to choose from, which are suitable for different enterprises and have been put into practice by many enterprises.

1. "Third-party platform" mode. That is, traditional retailers open online stores with the help of mature third-party operating platforms, set up service teams to accept online orders, and the logistics department of the company undertakes the follow-up processing of orders and the distribution of ordered goods to sell products. This model is more suitable for traditional retailers who are new to online sales, lack online sales experience, lack of financial strength or just trying. Using this model, enterprises must pay attention to the shaping of their own brands, do a good job in delivery and after-sales service, realize the network popularity of their own brands, and lay the foundation for the future development of online shopping business.

2. "Independent online shopping platform" mode. That is, traditional retailers build an independent online shopping platform, build their own virtual shopping channel brand, namely independent official website, and provide target customers with as many categories (all-category shopping malls) or multiple varieties of a certain category (vertical shopping malls) on the platform, so as to realize commodity sales and brand extension on the network. This model is suitable for physical retail stores with strong financial strength and developed physical channels, especially chain retail enterprises. Taking this model, enterprises should pay attention to the integration of shopping platforms and physical retail stores, forming a pattern of mutual support between online and offline, and online sales should complement traditional businesses in terms of price, goods and services.

3. "Online order+physical store pick-up" mode. That is to say, traditional retailers order websites through their own networks or with the help of other online channels. Consumers choose the goods they want to buy on the websites, make online order settlement, and then go to physical stores to pick up the goods. This model is suitable for traditional retail stores where customers are concentrated in their own business districts. Taking this model, enterprises should pay attention to the high integration of order business of shopping platforms, form the ability to process orders quickly, and attach importance to the ability to guide passengers to physical stores through network channels.