Wal-Mart's Future Channel Strategy
1. Through the SWOT analysis, external environment analysis, internal resources analysis and competitive situation analysis of Wal-Mart, the company's strategic plan for the next five years is as follows: 1. Developing new markets: Developing new markets is very attractive to the development of Wal-Mart. Companies can occupy high and low markets by building new Sam member stores in other countries, and establishing Wal-Mart stores and stores in second and third tier cities or even fourth and fifth tier cities.
2. Improve the e-commerce platform: Because many retail markets are extremely complex and there is local protectionism, it is difficult for enterprises to achieve comprehensive coverage by relying on ground points, and e-commerce has become a supplement to Wal-Mart stores. By improving the e-commerce platform, we will open up the second market and enter the territory that these Wal-Mart ground stores cannot occupy.
3. Brand strategy: Now many large retailers have various problems, such as expired food, price fraud, etc., and gradually lose the trust of the public. Enterprises should be established through strict internal management. Good quality and low price? Brand image. It is also possible to establish some new brands and penetrate the market by subdividing the market.
4. Wal-Mart's channel marketing is mainly reflected in the fact that the management mode spans the internal management and the external world? Communication? Instead, it has formed a global supply chain that links manufacturers and customers with itself as the chain owner.
Wal-Mart has invested a lot of money in the application of high-tech and electronic technology, so it has always been in a leading position in the world. In more than 4,000 stores around the world, the inventory, shelves and sales volume of each commodity can be counted within one hour through the global network, so there will be no shortage in Wal-Mart stores. Wal-Mart is recognized as the most advanced distribution center today, achieving the goal of high efficiency and low cost. Daily parity? It provides reliable logistics support.
When Wal-Mart entered China, it first took a fancy to Shenzhen Special Economic Zone for long-term strategic consideration. Like other big retailers in Europe and America, Wal-Mart studied the China market for several years before entering China, and made a detailed analysis of population, income, regional environment, culture, government macro policies and other factors. Wal-Mart's investment in China focuses on the future, and they suggest that it can stop making profits for three years in order to open the China market. This is actually a kind of? Survival first, development later, and profit later? The idea.
In business strategy, choose a variety of retail forms, aiming at different grades of consumers. It is precisely because Wal-Mart attacked from all sides and seized the high-end and low-end markets that it became the first brand in the retail industry. Wal-Mart initiated it? Price sales? Method, in a retail store? Daily parity? According to the advertisement, the same product is much cheaper in Wal-Mart than in other stores. Than? Hot class? Market positioning, Small profits but quick turnover? One-stop service? Direct procurement and unified distribution? 、? Warehouse member? 、? Sunset principle? 、? 3 m smile principle? Wait, these all give us deep enlightenment. Among them, three experiences are particularly worth learning, namely, Wal-Mart's unique business philosophy, corporate culture and core competitiveness, namely? Respect every employee? 、? The customer is God? 、? Pursuing Excellence every day? .
Enlightenment of Wal-Mart's Future Channel Strategy to China Commercial Chain
1. Business philosophy and management. Management philosophy, customer service, work values, company spirit and culture, etc. Strict screening and education should be carried out to make all management concepts consistent. At the same time, the expansion and penetration strategies of the headquarters and branches of chain enterprises must be consistent, that is, the direction, depth, breadth and speed of their expansion and penetration must be unified.
2. Scientific management and advanced technology. Wal-Mart's scientific management technology represents the development direction of modern retail industry. The development of retail enterprises in China should also follow this law, and scientific management will become the main means for the development of retail enterprises.
3. Expansion strategy. Location is the key to retail chain stores. The key for China retail industry to take the road of chain operation is to determine the target market.
4. Purchasing and distribution. Vigorously develop logistics distribution and reduce operating costs. With the development of retail chain, logistics distribution center is becoming more and more important, and distribution center is one of the important sources for enterprises to reduce operating costs. Wal-Mart adopts various new technologies to scientifically manage the enterprise, so that logistics, business flow and information flow can be unified through the distribution center, greatly improving efficiency and reducing enterprise costs.
5. Develop own brand. China retailers should actively develop their own brands and implement them? Dislocation competition? Avoid the same level as characteristic management? Head-on competition? Cruel; With the adoption of retailers' brands, retailers can take appropriate marketing strategies by virtue of their proximity to the market and control the market to improve their profit margins. Chain operation has just started in China, but it has shown warm and lasting charm. As a modern retail business model and organizational form, chain operation has a wide range of adaptability and will become a milestone in China's retail industry.
Wal-Mart's success is multifaceted. As a chain enterprise in China, there are still many things to learn. It not only has an advanced supply chain system, but also is comprehensive, scientific, patient and meticulous in detail management. Its information strategy is widely praised in the industry. With the intensification of competition in China's retail market, some large domestic retail enterprises may be acquired by foreign-funded enterprises. Therefore, we should not only learn from the management methods of foreign advanced retail enterprises, but also strengthen the research and analysis of our own overall level, strengthen detail management, constantly improve and perfect ourselves in practice, and constantly blaze new trails to build a retail enterprise with China characteristics.