| The retail industry occupies an important position in the national economy and it is closely related to people’s life.Its development is not only related to the economy,but also to the people’s livelihood.It is of great significance.However,in recent years,the retail industry development is not optimistic.On the one hand,the offline retailers’ rental costs and labor costs rise and sales’ growth rate decline.The offline retailers are facing serious challenges.Many offline retailers have to close some of their shops.The other offline retailers are struggling to survive.On the other hand,online retail ’ s demographic dividends gradually disappear and the growth rate gradually reach its top ceiling.Whether it is offline retailers or online retailers are in urgent need of innovation and transformation to find new growth points.In the industry practice,there are some of offline retailers transfer to the online expansion and also online retailers to the offline.For example,the traditional home appliance retailer Suning transfers to Suning cloud business and Alibaba has joint Yintai.The online and offline fusion phenomenon continues to emerge,becoming a new trend.What is online and offline fusion? Why this trend appear? How should we deal with it?This is a new issue in front of retailers and researchers.Online and offline fusion means that on the impact of consumption upgrade and technology development,online retail and offline retail coordinates and break their original restrictions to provide consumers with more flexible and better consumer experience.It is a new retail format.The emergence of online and offline fusion is mainly caused by three aspects.First,macro environment.The macro environment includes three aspects: consumption,technology and policy.From the consumer environment,the current consumption characteristic is that the consumer needs a flexible and better shopping method.The method of Online and offline fusion concludes both of online and offline method’s advantages and different channels can convergence seamlessly.This form can better meet the requirements of consumers and more adapted to the new market environments.From the technology,the key of online and offline fusion is the combination of online,offline and logistics.The logistics industry’s healthy development,the continuous improvement of logistics efficiency and the continuous improvement of cutting-edge logistics technology lay the foundation for the realization of online and offline fusion.The mature of big data technology has provided technical support for consumer analysis to enhance theconsumer experience.Mobile payment makes consumers placing order with mobile phone realizing and improves paying experience and shopping experience.In general,the mature of technical environment played a necessary supporting role in promoting the development of online and offline fusion.From the policy,the Office of State Council,Ministry of Commerce,Ministry of Industry and Information Technology and other departments have issued lots of documents and they clearly encourage online and offline fusion,which supporting online and offline fusion from policy aspect.Thus online and offline fusion will further develop.Second,the retailers ’behavior.The decline in revenue growth and rising costs posed a challenge to the survival of retailers.Retailers have to seek change.In order to survive,retailers must meet consumers.In the current consumption characteristics,to meet the consumer must take two measures: First,open online and offline two shopping channels,and second,online and offline to get through.They are also the core of online and offline fusion.In other words,retailers have to implement online and offline fusion strategy.Third,online and offline integration is conducive to improving the efficiency of the retailer.Based on the new retail wheel theory,combined with two aspects of cost and sales,through theoretical analysis,we get the conclusion that online and offline integration is beneficial to improve the retailer’s efficiency.The fourth chapter’s research also verified this inference.From the research of the trend of online and offline fusion,there are two conclusions: Firstly,the implementation of online and offline infusion is conducive to retailers to improve efficiency.Secondly,in recent years,the retailers whose efficiency have been improved account for only 19.5% of all the retailers,and almost those are the retailers implementing online and offline infusion,in addition,other retailer’s efficiency declined,and the decline of efficiency is caused by two aspects:pure technical efficiency and scale efficiency.The implementation of online and offline retailers convergence efficiency differentiation situation,of which 34.4%efficiency is relatively enhanced,53.1% efficiency is relatively unchanged,12.5%efficiency relative decline.Finally,in view of the existing problems of online and offline integration,this paper puts forward the following suggestions: Firstly,drawing on experience from successful companies.Secondly,improving the consumer experience.Thirdly,improve R&D and application level of technology. |
