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线下业务萎缩在线APP体验差 人人乐要转向哪里?

2017-08-07 18:31:00   中国经济网

无独有偶,在南油人人乐宣告关门的同时,同样位于深圳的人人乐创业店也在筹划停业事项。其中,百货区将于8月31日停业,超市区将于8月15日停业,而停业原因则是由于合同到期以及业态发展的需要。

在资深零售行业专家丁利国看来,激进的门店扩张模式只是人人乐目前陷入亏损泥潭的表象,其深层的原因还是在于公司战略定位的错位,全国性的发展战略让人人乐不得不在上市之后迅速布局全国。丁利国对《红周刊》记者表示,以目前人人乐约100亿元的营收来看,如果公司将业务集中于华南地区,将拳头攥在一起,人人乐所得到的供应商支持会更多,掌握的话语权也会更大。他认为,正是全国性发展战略导致人人乐目前销售额的分散,进而让人人乐的市场竞争力大幅下降。

“全国性发展战略要有资金实力和人力资源储备作为支撑,但人人乐并不具备这两方面的优势。目前只有如沃尔玛、家乐福、大润发等实力雄厚的外资企业才会在中国市场采取全国性发展的策略,本土企业目前大多还是以区域性发展为主,物美在扩张失败之后退缩到华北地区,而与人人乐一同起家于华南地区的新一佳此前也曾做过面向全国的尝试,但最终难逃破产倒闭的命运。”丁利国对记者说。

 线上+线下融合困局难破

其实不仅仅是人人乐,“关店潮”对整个传统零售行业来说一直都是老生常谈的话题。受成本上升、电商冲击等一系列因素的影响,传统零售行业近期“关店”现象更是频频出现。其中,沃尔玛中国在近3个月的时间里已经连关10余家门店,而英国零售商玛莎百货则全面退出中国市场,就连拥有“零售陆战之王”美誉的大润发也在去年10月份关闭了潍坊潍一广场店,这也是大润发进军大陆19年以来的首次关店。

关店,意味着传统零售行业的“大洗牌”已经开始。对此,丁利国在接受《红周刊》采访时认为,面对电商行业冲击、低租金红利消失以及同质化竞争激烈的大卖场业态,实现线上线下融合发展的全渠道模式将是传统零售行业未来的出路。

《红周刊》记者梳理后发现,目前国内已经有电商巨头开始尝试线下布局。其中,阿里巴巴不仅在2014年至2016年先后入股银泰商业、苏宁云商和三江购物,还在今年年初启动了银泰商业的私有化计划,欲将这家在香港联交所上市的实体百货零售集团收入囊中。在电商巨头尝试由线上走向线下的同时,不少传统零售企业也在积极“触网”,并通过强强联合使企业实现快速发展。例如在2015年,永辉超市就以定增方式使京东通过关联公司间接入股,以此双方可以在电商、物流、供应链上进行线上与线下的互补。此外,永辉超市还尝试战略投资中百集团、香港牛奶国际、贵州茅台等企业,通过投资合作充分提高采购效率,降低物流成本。

而面对竞争对手们在线上领域的“跑马圈地”,人人乐也正积极布局新业态。7月19日,人人乐在针对深交所《问询函》的回函中就表示,公司将加快新业态门店的布局,缩短其培育期,尽快提升新型业态门店的业绩贡献度。“未来3至5年,公司将大力发展le fresh、le life、le super三种新业态门店。”其中,le fresh为生鲜超市,le life为生活超市,le super为精品超市。而作为le super的另一大特色,由人人乐于2015年推出的、主打网购消费平台的人人乐园app也被外界认为是公司未来发力线上业务的新尝试。

正如记者体验的那样,人人乐园app能承担其人人乐的转型重任吗?

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