According to authoritative data, China's retail industry IT investment will exceed 10 billion yuan in 2011, reaching 11.25 billion yuan. By 2014, the relevant market size will reach 14.72 billion yuan, and the compound growth rate from 2009 to 2014 will be 13.7%. With the release of the enthusiasm of the people, the gradual improvement of the social security system, and the reform of the national income distribution mechanism, the retail industry will usher in a blowout market. It can be said that the retail industry will continue to maintain rapid growth this year. It can be said that this year is the 20th year of China's retail industry development. Through nearly 20 years of history, the retail industry has achieved initial growth. The market has great potential, but the last elimination system has always existed. Just like other industries, the elimination system will never stop. The retail market is changing all the time, so how to truly transform the bits and pieces of innovation into a competitive advantage? The retail industry seeks new and changing markets In the national economy, the role of retail commerce is increasing, and the contribution rate to national economic growth is expanding. Retail commerce has begun to become a leading industry that guides production and consumption. However, the development of the entire retail industry in China is still in its infancy, the competition of Chinese and foreign commercial capital, the rise of private commerce, and the state-owned commerce. Although the scale of retail business has been expanding, in the past two years, mergers and reorganizations are still one of the top 100 melody of the chain; various forms of chain, direct development, franchise, and franchise development, the industry continues to expand, involving multiple industries Chain businesses are gradually becoming stronger while growing up, and have grown into the leading force in China's retail industry. At the same time, the state encourages mass consumption and expands domestic demand, which is undoubtedly a favorable situation for the development of China's retail industry. Must change with the market, but also to meet the current needs of people to buy goods and the diversity of the purchase of goods, and in the case of compatibility, to achieve a balance of profit and even maximize, this is the retail industry, full Variables. Reform, change and innovation have always been the main theme of the retail industry. It changes as needed, and that is what it says. New opportunities for traditional e-commerce retailers With the rapid development of the Internet, e-commerce, a new business model that uses the Internet to trade, first impacts the traditional retail industry. However, if there is an impact, there will be a positive impact. “The biggest impact of e-commerce is the damage to the turnover of the operators.†UCI’s senior expert in the retail industry, Qi Caiqi, told reporters, “Now many traditional retailers are making a fuss about how to protect their sources. Because of the development of e-commerce, the source churn rate is a problem that cannot be underestimated." "I bought a barrel of oil, now I am optimistic about the price in the supermarket, and then go home to go online to buy. And some websites, enough to fill the postage, the courier can personally deliver the door to you, free of charge I went to the supermarket to buy oil and brought home the troubles. I was told by a traditional retail boss. Even the boss didn’t go away from the traditional way, which shows the attractiveness of e-commerce. In fact, if you make full use of the complementary advantages of the two, you can better promote the development of the retail industry. E-commerce has improved and strengthened customer relationships. Due to the real-time interaction of the Internet, consumers of products or services are more likely to express their own evaluation of products or services. This evaluation allows retailers to have a deeper understanding of their internal needs. on the other hand The real-time interactive communication of retail companies promotes the close relationship between the two. In addition, for the data analysis of consumer purchase information, it is possible to better arrange and manage the quantity and variety of goods purchased, and even improve the display position. “Traditional retailers can take advantage of new IT technologies to achieve new revenue growth, or to retain a source of residents. For example, the traditional retail apparel industry can open online fittings on online stores. Strengthening the member's feedback system and opening up a variety of business model systems, e-commerce will be another barrel of traditional retail industry." Yan Caiqi said. Moreover, e-commerce cannot replace the social functions of traditional retailing. The traditional retail industry has the functions of leisure and entertainment. Although online shopping can select products anytime, anywhere, and freely, it is impossible to communicate with each other, and it is impossible to feel the texture and smell of the products through the senses. An important psychological experience. The two are not substitutes. The development of e-commerce is not the end of the traditional retail industry, but a platform to update, transform and upgrade the traditional retail industry. The development of e-commerce provides an opportunity for leapfrog development of retail infrastructure. In developed countries, large-scale chain stores tend to worry about the impact on existing businesses when developing online shopping, and the higher integration of suppliers reduces the advantage of e-commerce as a low-cost integration platform. CRM in the era of e-commerce The customer relationship management system based on the e-commerce era has concentrated on the various scattered customer data within the enterprise to form correct, complete and unified customer information for all departments to share; customers can get consistent with any department of the enterprise. The customer can choose to contact the company in a variety of ways, such as e-mail, telephone, fax, etc., to get a satisfactory answer, because the information processing within the enterprise is highly integrated; the various information that the customer interacts with the company can be in the other party. The customer database is reflected in the customer's personalized needs. The company can make full use of the customer relationship management system to accurately determine the customer's demand characteristics, so as to carry out customer service and improve customer loyalty. “Customer relationship management based on e-commerce is a complete system for collecting, analyzing, developing and utilizing various customer resources. There are major limitations in implementing customer relationship management under traditional conditions, mainly in the dispersion of customer information. And the independence of the business operations of various departments within the company.†Zhu Dan, head of the marketing department of Xingjian Power Company, told reporters. As the competitive pressures in the retail industry increase, customer relationship management will develop in the direction of customer consumption behavior. The correlation analysis between the front-end sales data of POS system and consumers' consumption habits will become a new trend of retail enterprises' future information construction. Through accurate research on target customers' behavior habits, retailers can provide personalized services for consumers. , Increase the stickiness with consumers to enhance the market competitiveness of enterprises. Some retail companies have already tried data mining. They no longer only use information technology to grasp sales information, inventory management and supplier relationship management, but enter a higher stage of trying to use information technology for marketing. ISV wants to deepen the industry So for this change in the retail industry, the era of e-commerce, the traditional retail industry ISV Where is the opportunity? "In the near future, the e-commerce model of China's retail industry will usher in a blowout period." Zhu Dan said, "In order to support this market, retail ISVs should provide corresponding services and seize this opportunity to do it." It is understood that although the market is gradually maturing, there are only a handful of professional-level ISVs in this market. "This is a brand new platform, and users have new needs. Everyone is currently On a starting line," said Qi Caiqi. As the current ISV in the field of e-commerce has not yet emerged as an absolute leader, the market potential is quite rich, but for e-commerce, it is only in a period of initial development, and there is no real scale, the profit from development. The model is not stable enough, so many traditional retailers also choose to stick to the industry. This situation is also a challenge for retail ISVs. How to provide good products and services to traditional retail customers, and enhance electronic The strengthening of technical capabilities in the business sector and the products that satisfy the market are really a test of retail ISVs. Under the e-commerce environment The development trend of the retail industry In the future, traditional retailers rely on resource advantages to enter the online retail sector. Whether in terms of cost control capability, financial operation capability, brand value, marketing technology, supply system, distribution channels, etc., traditional retailers ignore e-commerce. After several years, relying on its resource advantages, it is possible to change the market structure, especially the complementary advantages of traditional retail and online retail, which can make up for the defects in the domestic credit system and distribution network. It can be expected that traditional retailers will invest in the future. More resources are applied to the development of online retail business, which is a great impetus to the development of e-commerce model. "The future direction of channel reconfiguration should be to establish a supply and distribution channel system that meets its actual needs while fully utilizing the advantages of outsourcing. The cooperation between channel merchants is always a very important link." Zhu Dan said. Traditional retailers should make full use of their rich experience and advantages in upstream business relationship, product category management, logistics, customer relationship management, etc., in accordance with the characteristics of Internet e-commerce, to adjust corporate development strategies and business models, and Based on this, the business process and information system of the enterprise are integrated and reorganized, and the online virtual store is integrated with the existing ground logistics center and the store to meet the challenge with a more positive attitude and measures. The original text is from [Bitnet], please reprint the original link: http://smb.chinabyte.com/273/12091273.shtml
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