动作迅猛！电商巨头争相转战线下开店

Core Viewpoint - The offline expansion of e-commerce giants JD and Tmall is reshaping the landscape of China's home appliance retail market, driven by the "trade-in" policy and upgraded consumer demand, but challenges remain in avoiding the pitfalls faced by traditional retailers [1][6]. Offline Layout: Two Rapid Paths - JD MALL opened four stores in a single month, while Tmall's digital stores have surpassed 14,000 nationwide, indicating a strong push into offline retail [1][3]. - Tmall's strategy began with rural areas and has now accelerated into first- and second-tier cities, while JD MALL started in core cities and is expanding rapidly [3][4]. Factors Driving Offline Expansion - E-commerce platforms face a bottleneck in online traffic, necessitating a search for new consumers offline [6]. - The e-commerce penetration rate is declining, with 2024's rate expected to drop to 26.8% from 27.6% in 2023, indicating a need for offline engagement [6]. - The "trade-in" policy has been enhanced, with a significant fund injection and an expansion of subsidized categories, making offline stores crucial for policy implementation [6]. User Competition Era - The home appliance market has entered a "user competition era," where a single channel cannot meet the full-cycle needs of consumers [7]. - The integration of online convenience and offline experience is becoming essential for retail success [7]. Supply Chain and Digitalization as Solutions - To avoid the mistakes of traditional retailers, e-commerce giants are upgrading their supply chains and focusing on digitalization [10][11]. - JD MALL employs a direct sourcing model to reduce costs and enhance price competitiveness, while Tmall focuses on refined operations and service improvement [10][11]. - Digitalization is seen as a core competitive advantage for offline stores, enabling better data integration and customer engagement [11]. Changing Consumer Behavior - Retail has shifted from merely acquiring online traffic to getting closer to consumers, emphasizing speed, certainty, and convenience in purchasing decisions [8].