Facing the Internet embrace of Wal-Mart, Yonghui, Sanjiang Shopping, Lianhua Supermarket and other entities, China Resources Group, which owns eight listed companies, the largest retail supermarket in China, Pacific Coffee, Vientiane City and more than 6,000 physical stores, also announced its official entry into the Red Sea of e-commerce.
On February 28th, 65438, China Resources Network, a subsidiary of China Resources Group, officially launched the integrated e-commerce platform and the Internet-based mobile life service platform "China Resources Link". "If China Resources Group is compared to an airplane, industry and capital are its two engines, the Internet and internationalization are its wings, and China Resources General Rules is the runway platform under the airplane." Luo, vice chairman and general manager of China Resources Group, made an analogy.
Open up the closed-loop ecological chain
As we all know, the most basic way for physical business to open up online and offline resources is to provide offline consumers with an internet platform that can shop online. At present, most supermarkets choose to cooperate with mature e-commerce platforms to build an online and offline ecological chain. On the contrary, 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, China Resources Communication has integrated a number of industrial sectors under China Resources Group, including medical and health services, real estate services and financial services under China Resources Group, as well as retail businesses in different formats such as CR Vanguard, Vientiane City, Pacific Coffee and convenience stores under China Resources Group.
"How to make full use of the Internet to innovate China Resources' business model and improve its service capabilities, so as to promote various businesses to climb to the high end of the industrial chain and value chain and form a win-win ecosystem * * * is the direction that China Resources has been thinking about and actively exploring. "At the press conference of China Resources Communication on the same day, Fu Yuning, Chairman of China Resources Group, said that China Resources Communication, as an e-commerce platform, can connect China Resources, external partners and customers online and offline, resulting in a huge aggregation effect, thus better promoting the transformation and upgrading of China Resources.
For the previous attempts, Luo said frankly that the e-commerce sector of China Resources Group still has a lot of room for improvement in business. Summarizing the past operation mode, the e-commerce platform should not only realize customer communication, integral communication, overseas communication and other scenarios, but also solve the scale effect, financial services, data mining and other issues of the platform as soon as possible. "Only in this way can we form an integrated e-commerce platform with more than four stores, more customers, more goods and more money, and realize the business model.
In the face of the e-commerce Red Sea, where does the confidence of China Resources Communication come from compared with other more mature platforms? Luo said that the core advantage of China Resources lies in its huge industrial resources.
"Why did China Resources dare to enter the Red Sea? In my opinion, this is actually a matter of taking advantage of the trend. It is not that China Resources needs to spend a lot of money to build a platform. After all, building an online platform itself is not the same as building an offline network. We can build rich life scenes for our customers on the existing offline basis. "
Although compared with other competitors, China Resources Communication started not too early, because the group system behind it is huge and spans many different fields. The advantage lies in the higher degree of integration between industries and the easier realization of closed-loop benefits. Secondly, through the analysis of customer group data, we can meet the needs of different sectors in multiple dimensions.
Online and offline drainage effect
Since the beginning of this year, physical retail and e-commerce have frequently "married". In the past, Wal-Mart joined forces with JD.COM, Gome Online and RT Mart, Niu Fei. Later, Alibaba invested in Sanjiang Shopping, and Guo Yi Fresh became a shareholder in Lianhua Supermarket. The line between entity and online became increasingly blurred.
At present, the map of the super-business industry is in the reconstruction stage, the reshuffle is accelerating, foreign capital is gradually withdrawing, domestic capital is seriously divided, and e-commerce is moving towards integration. Supply chain value is the core of competition. Wal-Mart, Carrefour and other foreign businessmen have surpassed or faded out of the first camp, while domestic performance has declined, closed down or become the norm, and the penetration rate of e-commerce has increased from 6% to 13.6%.
At the same time, the "Matthew effect" in the e-commerce industry has emerged, that is, the strong are stronger and the weak are weaker, and the competition between JD.COM and Ali will only become more intense. "The early advantage of e-commerce is that it is welcomed by capital, and capital pays more attention to the growth of enterprises. As the gross profit of commodity categories continues to decline, online and offline alliances can form new competitive advantages. "
Different from the current trend of "internet plus", the direction proposed by China Resources this time is "+Internet". Some analysts pointed out that the operation mode of combining China Resources Communications with the Internet is not to give up offline, but to attack online, but to use the advantages of "online+offline" to complement each other and drain each other.
According to Luo, China Resources Communication combines the advantages of online and offline scenes to create the concept of "surrounding", and users can get local discounts and special recommendations around them. In addition, the service ecosystem designed by China Resources Communication will also include a series of life service functions for users.
In the face of the fact that many physical businesses are reducing the offline sector and beginning to transform into light assets, will China Resources gradually shift its development focus to online in the future? In this regard, Luo repeatedly stressed that the cost of building an online platform is not high, and more attention is paid to many offline physical resources. "There is no problem of reducing offline resources. There is only one problem of transformation, that is, the way and function of offline stores should be transformed. In the past, our offline shopping was overcrowded, and in the future, offline is likely to mainly provide an experiential consumption environment. "