超市零售企业O2O经营模式分析

Analysis of O2O Business Model in Supermarket Retailing

O2O模式是指将线下的商务机会与互联网结合,在网上订购消费品,在线下门店或者仓储点提货。依据对国内外具代表性超市O2O进行了归纳总结显示:目前,沃尔玛、大润发、欧尚、家乐福、永辉、步步高等国内外商城都已经在国内开启了O2O模式。通过这些商城的发展历程可得出,企业在电商经营前期常会面临高投入、难盈利的困境及线下供应链管理系统与电商平台未对接的问题;而要盈利后期则需吸引商家入驻,开发手机APP以满足移动购物的需求。因此,只有商品和体验功能改善,企业O2O经营模式的效率才会提升。

O2O business model is a combination of oflline business opportunities with online operations, to be more specific, ordering via internet, but delivering in the brick-and-mortar shops. A study on domestic and international prestigious supermarkets reveals that many supermarkets such as Wal-Mart, RT-Mart, Carrefour, Anchan, Yonghui and Bubukao have already launched O2O in the mainland mar- ket. Some problems can be found from both the initial and subsequent stage of their development, like low or even minus profit with high cost, mismatch between offline supply chain management with platform, together with the need to attract new businesses and develop apps for mobile shopping. Only by enhancing the products and their online experience, as a consequence, can the efficiency of O2O be improved.