从多渠道到全渠道:互联网背景下传统零售企业转型升级路径——基于银泰百货和永辉超市的双案例研究

From Multi-Channel to Omni-Channel: Transformation and Updating Path in Traditional Retail Enterprises under Internet Background—— Double Case Study Based on Intime Department Store and Yonghui Superstores

随着信息技术的快速发展以及消费者主权时代的到来,全渠道零售正成为全球零售企业打造竞争优势的利器。越来越多的中国传统零售商纷纷向多渠道、全渠道的方向转型升级,试图借此摆脱困境,但是效果并不理想。特别是很多零售企业在多渠道战略实施效果不佳的情况下,又盲目进入全渠道,导致经营更加恶化。文章选取银泰百货和永辉超市两种具有不同业态背景的零售企业作为样本,通过双案例研究,探索了传统零售企业从多渠道向全渠道转型的先决条件,即充足的资本投入及数据流量支持;进而发现了传统零售企业从多渠道向全渠道转型升级的一般路径,即"新渠道布局——全渠道基础上的O2O运营——以消费者为中心的全渠道数字化融合"。传统零售企业从多渠道到全渠道的转型升级过程中,要逐步构造全渠道商品组织能力、全渠道运营能力、全渠道数字化营销能力和全渠道服务能力。建议传统零售企业实施全渠道战略应注重全渠道战略时机的选择,注重无缝式购物体验的塑造,注重物流和大数据体系建设,并针对不同业态采取差异化的全渠道策略。

With the rapid development of information technology and the arrival of consumer sovereignty era,the omni-channel retailing is becoming a tool for global retail enterprises to build the competitive advantage. In order to get out of the traditional retail predicament,an increasing number of Chinese traditional retailers have upgraded and transformed into multi-channel retailing and omni-channel retailing,but the effect is not satisfying. In particular,under the condition of poor effect in implementing the multi-channel strategy,many retail enterprises still blindly transform into omni-channel,which leads to the exacerbation of the enterprises＇ retail performance. In this paper,Intime Department Store and Yonghui Superstore,the two kinds of retail enterprises with different retail formats,are selected as samples. Through the double case study,we find the prerequisites for traditional retail enterprises to transform from multi-channel into omni-channel： adequate capital input and data flow support. Furthermore,we find that the general path for the transformation and upgrading of traditional retail enterprises from multi-channel into omni-channel is ＂new channel layout——O2 O operation based on omni-channel——omni-channel digital integration centered on consumers＂. In the process of transformation and upgrading from multi-channel into omni-channel,the traditional retail enterprises should construct gradually the ability of omni-channel commodity organization,the ability of omni-channel operation,the ability of omni-channel digital marketing and the ability of omni-channel services. It is suggested that the traditional retail enterprises should pay attention to the selection of the timing of omni-channel strategy,and the shaping of seamless shopping experience and the construction of logistics and big data system,so as to adopt the differentiated omni-channel strategy according to different business formats.