动作迅猛！电商巨头争相转战线下开店

Core Insights - The article discusses the aggressive offline expansion strategies of major e-commerce platforms, JD.com and Tmall, in reshaping China's home appliance retail market amid increasing consumer demand and government policies promoting trade-in programs [1][5]. Offline Expansion Strategies - JD.com has opened four new stores in a single month, while Tmall has established over 14,000 digital stores nationwide, indicating a significant push into offline retail [1][3]. - Tmall's strategy began with the rural Taobao project in 2014, transitioning to Tmall Supermarket in 2017, and has rapidly expanded into first- and second-tier cities in 2023 [3][10]. - JD MALL, launched in September 2021, focuses on major cities and has plans to open 26 stores by September 2025, emphasizing a self-operated model with over 200,000 products available [4][3]. Market Dynamics and Consumer Behavior - The online retail sector is facing a bottleneck in traffic growth, prompting platforms to seek new consumer bases offline [6]. - The e-commerce penetration rate is projected to decline from 27.6% in 2023 to 26.8% in 2024, with a stagnation at 25.0% from January to September 2025 [6]. - The shift in consumer focus from "what can be bought" to "what can be bought immediately" highlights the importance of speed, certainty, and convenience in purchasing decisions [8]. Supply Chain and Digitalization - To avoid pitfalls experienced by traditional appliance retailers like Gome and Suning, e-commerce giants are enhancing their supply chains and digital capabilities [10][11]. - JD MALL employs a direct sourcing model to reduce costs and improve price competitiveness, while Tmall focuses on refined operations and service enhancement [10][11]. - Digitalization is identified as a core competitive advantage for offline stores, with plans to integrate online and offline data for targeted marketing and inventory management [11]. Future Retail Trends - The future of retail is shifting towards enhancing service quality, reimagining offline experiences, and creating intangible value such as trust and loyalty [11]. - Retailers are encouraged to redefine their roles from mere sales platforms to service providers and community spaces, emphasizing the integration of online and offline experiences [11].