Retailer Reform In Shenzhen

In the era of continuous development, continuous reform is the fundamental way to gain a firm foothold.

Now, under the impact of the electricity supplier, Shenzhen has reformed its traditional retail methods to promote structural reforms on the supply side, and the future industry represented by intelligent robots has been developing rapidly.

In the face of the rise of the electricity supplier and the decline of its own business, Shenzhen's traditional retailers, such as Ren Ren le and Tian Hong, are actively embracing the Internet +, and coincidentally launch new ways of full channel marketing so as to seek pformation and upgrading so as to achieve better innovation and development.

The interview found that the performance of several traditional retail businesses improved as a result of the early layout of new formats.

Create a full channel retail experience store

"In the face of social and economic pformation,

We will reintegrate "wolf culture" into enterprises, and strive to achieve a comprehensive pformation from traditional retailers to full channel retailers through 3 years' efforts.

This year, when people are happy to set up 20th anniversary, He Jinming, chairman of Limited by Share Ltd group, said that while traditional retailers are selling on line, they must create new business and business models through the power of Internet +.

It is reported that in April 1996, Ren Ren Le group founded a supermarket with an area of less than 2000 square meters in the South Oil culture square of Nanshan District, Shenzhen.

At the beginning of its birth, everyone enjoyed the competition with the international retail giants Carrefour and WAL-MART.

The Shenzhen local private enterprise has grown rapidly in the close competition with the international retail giants, rooted in the Shenzhen retail market, and gradually expanded in the national strategic area, successfully listing on the Shenzhen Stock Exchange.

However, after experiencing the rapid growth in 2011, people began to experience development bottlenecks in 2012, and experienced macroeconomic downturn, rapid growth of Internet retailing, and internal management of companies.

In order to succeed in crossing the next S curve and achieve new growth and breakthroughs, we have decided to implement the strategy of eight character strategy "deceleration, adjustment, consolidation and improvement". At present, we have basically completed the internal pformation before the pformation.

In 2015, there were 25 new stores, including 10 hypermarkets, 10 community life supermarkets and 5 high-end Lesuper supermarkets.

Among them, fresh products have become the fastest growing category, restoring the fresh core competitiveness of people's enjoyment, while improving the ability of non fresh category management.

He Jinming said that people's happiness will be based on consolidating the profitability of traditional formats and developing the new community online shopping life supermarket and implementing the full format pformation to accelerate the development of mobile Internet retail as an opportunity to strengthen the online and offline fresh management and expand the global commodity procurement configuration. In the strategic thinking of the future of people's happiness, the community online shopping life supermarket will be the main store type, and create a convenience store with all kinds of daily fresh necessities in the community + the whole category of daily life essential goods + the super large category of Internet retail + the global retail shopping experience.

"People's happiness will be a customer's door."

+ all channels of "super large stores".

He Jinming said that after the pformation of people's happiness, the store will focus on the whole channel of new community online shopping life supermarket, high-end Lesuper supermarket, post pformation hypermarket and shopping center.

At present, Ren Yue has built four large logistics distribution centers in Guangzhou, Chengdu, Xi'an and Tianjin, and will provide support for 350 new stores opened in these four regions in the future.

Pushing the new mode of full channel marketing

Because of the working relationship, Ms. Liu, who lives near the Fuhong store in Tianhong shopping center, has not entered the familiar shopping mall for 2 months.

When she entered again, everything in front of me suddenly became strange. On top of her head, there were all kinds of two-dimensional code publicity. Every official counter was printed with the official WeChat public number. The previously sold shopping malls were divided into super urban areas, department stores, network delivery areas, cross-border shopping display areas, catering areas, entertainment areas and other functional areas.

This is all due to the "new play" of all channel marketing implemented by Tianhong mall in recent years.

In fact, the "new play" of rainbow is rooted in the change of consumption environment.

Since its establishment in 1985, Tianhong has been concentrating on the retail business of department stores. With the rapid growth and good environment of reform and opening up, its business has maintained rapid growth. Sales increased from 21 million 250 thousand yuan in 1985 to 13 billion yuan in 2011, an increase of 613 times, with an average annual growth rate of 28%.

The number of stores has increased to 66, and has become the largest chain store in Shenzhen and Guangdong.

However, since 2012, the growth rate of rainbow has slowed down.

Faced with the development dilemma of business downturn, Tianhong conducted large-scale research and discussion, and began a strategic pformation in 2012. It gradually pformed the traditional business model based on physical stores and geographical location into commodity retailing as a full channel business model with consumer centered and resource allocation according to consumer demand.

Mainly from three aspects to promote pformation: first, reconfigure the format to meet the diversified needs of consumers.

Starting in 2012, Tianhong reformed the traditional department stores, redesignated the business areas, and increased the catering, entertainment, leisure and cultural services.

By the end of 2015, the service area of 64 department stores had reached 20%.

The two is to build a 020 full channel sales model, and build a WeChat + rainbow scarf + micro product mobile e-commerce platform to achieve the integration of online business and online and offline businesses.

At the same time, the development of community convenience stores, so far, has set up 166 convenience stores with "retail + restaurant + personalized service +O2O", which has realized the demand of consumers everywhere, everywhere and all weather.

Three, reshape the whole channel supply chain to meet higher demand.

Consumer demand.

Tianhong has continuously increased the proportion of imported goods. By 2015, it has achieved direct international procurement in 20 countries, including Korea, Japan, Malaysia, Germany and Denmark. The cost of procurement has decreased by more than 20%.

Transformation and upgrading, win the new world.

In 2015, the business income of Tianhong achieved an increase of 10.1%, which exceeded the average growth rate of the industry by 15 percentage points.

The total profit reached 1 billion 671 million yuan, an increase of 116.26% over the same period last year, with a profit margin of nearly 10%, much higher than the average profit margin of 5% of the industry.