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国美零售回购1亿股 重点发力三四线城市

2017-09-13 07:16:28   中国经济网

三四线城市物流三日到货

目前,国内一二线城市市场需求已呈现饱和之势,如何拓展新的市场成为各大零售谋发展的重中之重。

方巍表示,三四五线城市的市场增量充满想象力,未来国美将会重点在这些市场发力。未来两到三年,国美将会在三四五线城市开设超2000家实体店,覆盖80%县级城市。这些实体店将会以“自营为主,加盟为辅”的模式投建,面积主要在100~500平方米之间,属于轻资产运营的实体门店。

近年来,淘宝、苏宁等零售企业一直都在布局三四五线市场,但并未达到快速发展的效果,究其原因,三四五线城市的物流布局和一二线城市有根本不同。一二线城市,电商可以根据城市人口密度及用户网购频次,对仓库和车辆的配置进行比较准确的测算,以保证物流配送的覆盖半径最大化;但三四五线城市消费人群较为分散,人口密度和平均网购次数也远远不及城市。

方巍向记者表示,之所以之前没有下沉到三四五线城市,是因为供应链难以延伸下去,这样就会导致成本大大提高。如今决定下沉,是因为国美目前线上已经有能力赋能于线下,有盈利的把握。“通过线上线下打通,使我们向三四五线开店的时候比较轻薄,不用再用很重的店面,一个小店都可以卖大店的货,到三四五线的小店也可以卖大店的货。小店不用完全局限于它的成本来考虑它的投入产出比。”方巍说。

伴随着门店的下沉,国美的物流也在随之变化。方巍透露,国美在一二线城市实行的是一日三达,强调精和准。而在三四五线城市,国美强调的是服务品质,目前已经实现了三日到货。

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