Luo Qingqi: The Essence Of Retailing O2O Is "De Centralization".

< p > < strong > performance difference originates from < a href= "http:// www.sjfzxm.com/news/index_c.asp" > user resources < /a > < /strong > /p >
Reporter: from the published market data, the development of home appliance market in the first half of the year is really not optimistic, and this downturn has also spread to the retail industry. From the current situation of retail enterprises, most enterprises are facing the situation of declining performance, while some enterprises such as Gome have achieved steady growth in their performance. Why does this difference occur? < /strong > < p > strong
< p > Luo Qingqi: "only when the tide ebb is up, can we know who is swimming naked." it is more appropriate to use Buffett's sentence to describe the current development of the retail industry. The advent of the Internet era has accelerated the polarization process of the global retail industry. From the perspective of industrial development, some enterprises or profits have declined or lost, while some enterprises have maintained steady growth. In fact, the whole industry in the market favorable period is mostly in the development state of "Hello, I am good or he is good", showing the characteristics of mass prosperity, and the market "low tide" has become the key to test the strength of enterprises. Only those enterprises that have real market competitive advantages can resist external environmental pressure and achieve steady growth in performance. < /p >
< p > with the rapid development of Internet tools, users have become the leading force of the times. How to innovate user experience according to user needs has become a problem faced by all retail enterprises. Because no matter how the market performance changes, behind it is a manifestation of user purchase choice change, only the user chooses the enterprise, the enterprise's performance will be promoted. From this point of view, the enterprises that have achieved good performance in the market are clearly in the forefront of the industry in grasping and meeting the needs of users, becoming the leading practitioners in the industry to meet the needs of users. In this sense, Gome belongs to such enterprises. < /p >
The essence of < p > strong > a > href= "http:// www.sjfzxm.com/news/index_c.asp" > O2O < /a > is "de centralization" < /strong > /p >
< p > < strong > reporter: at present, whether it is pure electric business enterprise or original entity retail enterprise, are exploring the O2O development mode, how to treat this phenomenon? < /strong > /p >
< p > Luo Qingqi: the essence of O2O is not to realize the layout of online and offline retail system, but to complete the "de centralization" process of the entire retail industry, and this centralization is focused on two levels of strategic mode and operation system. < /p >
In the Internet era, the development of the traditional retail industry has been radically changed, because the surplus characteristics of the whole era make users the leading force in the development of the whole industrial chain, which means that the original "centralization" state must be transformed into P. < /p >
< p > in fact, the process of de centralization is first to change the traditional mode of development of enterprises, that is, from simple sales products to user centered operation, and this process will inevitably be accompanied by changes in the way users purchase, which is highlighted as the process of centralization of retail establishments. We can see that the leading industry with Gome as the representative has started the process of centralization in the industry, and its strategic layout of the whole channel fits the user centered operation logic. < /p >
< p > < strong > there will be no concept of < a href= "http:// www.sjfzxm.com/news/index_c.asp" > retail /a > < /strong > /p > in the future.
Reporter: from the current market environment, the global retail industry is exploring the industrial path to adapt to the development of the Internet era. Then how does the retail industry evolve in the future? < /strong > /p > P.
< p > Luo Qingqi: I think the concept of retail will no longer exist in the future. Retailers are no longer a product seller but a user resource operator. < /p >
< p > from a retail perspective, the future retail will be an integrated platform ecosystem. This ecosystem is not only very rich in category, but also covers industrial roles such as manufacturers and users, and the biggest change brought about by this ecosystem is the realization of independent driving optimization, because different industrial roles can be "barrier free" under the platform system, and the generation of user big data will fundamentally subvert the traditional forms of existence, which will be the main form of future retailing. < /p >
< p > under this environment, the accurate definition of retail enterprises is no longer a retailer, because according to the free theory deduction, almost all home appliances hardware products will be free in the future. In this form of development, retail enterprises will be transformed into operators, not only operating user resources, but also providing related services to users' home appliances, such as the current retail enterprises are going to do virtual operators. The whole industry will form a new development ecosystem based on user data and content data. < /p >