Rules of development of e-commerce: two-way extension of online and offline

　　E-commerce giants have always been walking on two legs. On the one hand, they are busy acquiring small-scale e-commerce platforms across industries to make up for their shortcomings; on the other hand, they are constantly expanding the offline market, and the most common method is still to invest and acquire.

　　On June 16, US time, e-commerce giant Amazon announced that it would acquire Whole Foods Market in the United States for US$13.7 billion, thereby entering the fresh food e-commerce field.

　　Shortly after the news broke, traditional retail giant Walmart also announced that it would spend $310 million to acquire men's clothing e-commerce website Bonobos. Although the two acquisitions are far apart from the acquisition amount and the size of the acquired person, this does not prevent the industry from seeing it as a contest between e-commerce companies and physical retail companies.

　　In recent years, Amazon has been trying to expand offline, while Walmart has been constantly touching the Internet. The former is "top-down" and the latter is "bottom-up", but the general trend of online and offline integration and interconnection is a different path.

　　Cao Lei, a researcher at the China E-Commerce Research Center, said that these two online and offline transactions are ultimately an alliance formed by each taking the necessary needs. The mutual integration of e-commerce and physical enterprises means that the war of territorial division has begun, but a clear profit model has not yet been formed.

　　Seizing territory is a precursor to the market being divided again by these retail giants. When competitors continue to make efforts, giants must ensure that their original market share is not eroded, so swallowing up small-scale companies is the first choice.

　　Wang Chengrong, a researcher and dean of Beijing Finance and Trade Vocational College, said that e-commerce returns to physical and physical enterprises to access the Internet are inevitable trends in the current development of enterprises. The real economy has always been the foundation. Physical stores are the experience area for consumers. The user portraits of e-commerce platforms with accurate big data research on users will also meet the needs of consumers. Therefore, e-commerce and physical enterprises are investing huge financial and manpower in the integration of online and offline, and large physical e-commerce has become a trend. Wang Chengrong also bluntly stated that the extension of online and offline dual-lines has not yet formed a clear business operation model, and there are few successful cases, and companies will still be in the exploration stage in the short term.

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