From the introduction of foreign investment to the full opening of China's retail industry, the entire retail circulation pattern has undergone earth-shaking changes for more than a decade. From the foreign retail giants have rushed to the Chinese market, "the wolf is coming" to many traditional commercial circulation enterprises "to dance with wolves" Today's retail industry has shifted from the spring and autumn era of the heroes to the Warring States Period. Supermarkets have become different, well-known chain, large-scale business super, rapid development, while small and medium-sized general super-business is going downhill. First, large-scale commercial hypermarkets seized half of the country According to survey data, the market share of Shanghai's super-large warehousing is increasing year by year, from 24% in 2000 to 53% in the first half of 2010. With the adjustment of modern commercial formats, the general supermarkets and traditional commercial formats are shrinking. The number of supermarkets has dropped from 41% in 2000 to 21% today, and traditional business has dropped from 32% to 24%. Large commercial supermarkets account for 10% of total social consumption. Second, the rapid development of e-commerce According to the China Electronic Commerce Research Center data, as of the end of June 2010, the transaction volume of China's e-commerce market (including B2B, B2C, C2C) reached 2.25 trillion yuan. Among them, the B2B transaction volume reached 2.05 trillion yuan, and the B2C and C2C online shopping transaction volume reached 200 billion yuan. In 2011, the transaction volume of B2B should be 3.85 trillion yuan, and the online shopping transaction volume will exceed 430 billion yuan. The retail industry has changed dramatically. The furniture industry should also adapt to the times. The brand chain operation is everywhere. China's chain operation began in the early 1990s. After more than ten years of development, the chain operation has expanded and applied from the supermarket chain retail industry to other fields and formats. Among them, such as professional market, specialty store chain, home appliance chain, department store chain, restaurant chain, service chain, building materials chain, pharmacy chain and so on. In recent years, a large number of production-oriented enterprises have developed into a chain marketing model. Gome, Suning, Belle, Xiang Eqing, Tan Carpenter, 361 Degrees, Pathfinder and other enterprises have been successfully listed, such as Belle, which has 3,700 chain stores. The new Neo-Xuanyuan sharpening tube has been formed in the channel. 4. Specialized Markets Develop the professional market in depth as the most characteristic commercial circulation format with Chinese characteristics. It has not disappeared with the development of the economy and the advancement of technology. Instead, it has a tendency to go against the trend, from the low level and management of the past. The situation of chaos and backward trading methods has gradually developed into a new professional market with complete hardware facilities, gradual improvement of service functions, standardized market management and continuous innovation in trading methods. The types of professional markets mainly include: industrial clusters, such as Haining Leather City, Yiwu Small Commodity City, etc.; market demand type, such as home appliance market, communication equipment market, furniture market, etc.; superior resource type, such as Shenyang Wuai Market, Sanshu Chinese herbal medicine wholesale market, etc.; government-supported types, such as Changzhou Hutang Cotton Spinning City, Wuxi International Textile and Apparel City, Suzhou International Textile City, etc. V. Membership Marketing The increasingly mature membership marketing model has proven to be one of the most effective marketing tools for cultivating customer loyalty. At present, membership marketing has covered almost all industries. More and more organizations regard membership sales as the dominant marketing strategy, such as beauty salons, gyms, sports clubs, reader clubs, specialty stores and so on. Sixth, the parasitic channel came into being. The so-called parasitic channel means that some enterprises' products and channel models are mainly based on other mature channels with other consumers' ability to survive and develop. For example, some beauty and hairdressing products rely on the channels of beauty salons and hairdressing salons, which is of wide significance for the construction of subdivided professional products and sub-specialized channels. The most typical is to build a store-in-shop model based on large-scale business. For example, Wal-Mart has An Lifang, Li Ning, Anta, and Grain Mill; Carrefour has Jeanswest, Scarecrow... The sales of these brands are presented to consumers in the “shop-in-shop” mode. The “shop-in-shop” of well-known brands is becoming more and more popular in large-scale stores, and some products and enterprises that have no brand awareness have successfully grown into famous brands through “parasitic mode”, such as Oden, relying on the convenience store’s cash register. Taiwan, providing a cooking machine and food package, has become a beautiful landscape of freshly cooked food; and, like the Grain Mill, relying on the supermarket to open a counter, the foods with the same grains and medicines, and weight loss, antihypertensive, The combination of functions such as strengthening the kidney and strengthening the body is now the new favorite of urban white-collar workers. Seven, big customer marketing is more professional and more accurate With the increasingly fierce market competition, the company's marketing strategy has changed, more and more enterprises began to build large customer marketing as their main sales channel, and obtained in the market. A good performance. Large customers are relative to the average consumer. Generally speaking, they refer to enterprise customers or channel vendors. Their value is relatively large, and they need one-to-one customer development and management services. Large customers contribute a lot to the profit of the company, and often 20% of the customers contribute 80% of the profits to the company. Large customer marketing is not only used in the industrial goods industry, but also widely used by the consumer goods industry, coupled with the use of the database, the target is precise and more professional.

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