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在线翻译:
szdaily -> Business
SZ retailers adapt to O2O upsurge
    2017-May-9  08:53    Shenzhen Daily

Liu Minxia

mllmx@msn.com

WITH an online store and app in Chinese and English available, French retailer Carrefour extended its online-to-offline (O2O) presence in Shenzhen over the weekend amid a sweeping e-commerce upsurge that has forced even the time-honored retailers to adjust.

Shenzhen is the 12th Chinese city that Carrefour has included in its O2O push, following similar moves in Beijing, Shanghai, Chengdu, Kunming, Wuxi, Suzhou, Wuhan, Harbin, Shenyang, Tianjin and Nanjing.

The French retailer will use its eight physical stores in Shenzhen as sub-warehouses and distribution centers for its O2O business, which means that the orders placed via the online store or mobile app will be pushed to the nearest store, and from there the goods will be collected and delivered by Winshine Logistics.

“Shenzhen has the largest number of Carrefour outlets among cities in South China, and that’s why we chose to expand the service first to Shenzhen,” said Martin Dallocchio, president of Carrefour’s South China division. “It’ll definitely be expanded to other cities and areas [of South China] step by step.”

Carrefour, which offers 15,000 kinds of products on its online store compared with about 40,000 kinds of products in its physical stores, is a relative latecomer to Shenzhen’s O2O landscape, where both global and local retailers have made inroads.

Global retail giant Walmart started to pilot its O2O platform in Shenzhen in May 2015, and the mobile app has since received roughly 500,000 downloads, Jordan Berke, senior director of Walmart China’s e-commerce sector, told a retail business forum in March.

The world’s largest retailer also struck a deal with China’s second-largest online retailer JD.com in June to boost its O2O business.

Shenzhen-based Rainbow, which launched a shopping app in October 2015, said in April that it planned to open as many as 150 digital supermarkets within three years. Pushing shoppers to use the self-help checkout service on its app, the Shenzhen-listed retailer saw a 3.6-percent increase in supermarket business revenue thanks to its O2O strategy, according to Gao Shulin, general manager of Rainbow.

China’s O2O market reached 665.9 billion yuan (US$97 billion) last year, representing a 43-percent increase from a year ago, according to consultancy firm iiMedia Research. Statistics by iResearch showed that online shopping, among all types of O2O businesses, rose the most, recording a 36.2-percent year-on-year increase in 2015.

Consumer adoption of mobile payment apps — WeChat Pay and Alipay — has been the biggest driver of O2O commerce in China, analysts say. About 76 percent of Chinese shoppers have used mobile payments in the past year while in the United States the number was only 36 percent, according to a report released by Forrester Research last month.

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