The new retail can be commonly understood as online mall + offline stores dual channels, the current store is mainly offline, ignoring the online, to better combine the two. Palm Shellfish is different, it is first offline traffic precipitation to the line, through the analysis and then publicity, the online traffic and then transferred to the line, the formation of long-term customer flow.
New retail "Three Kingdoms": which "phenomenon" canThis is a retail market "beach battle", but also another change driven by capital. Around the "people, goods, field", in the cognitive upgrading and technology application of the general trend, a business model change is quietly occurring in the retail industry.
At the 2016 Yunqi Conference, Alibaba Board Chairman Jack Ma threw out the concept of "new retail" as a "liberator". Subsequently, over the past year, the discussion around "there is no new or old retail", "which technology has changed the existing logic", "whoever gets the fresh food will get the world" has been very popular. Behind this is not only the overall anxiety of retailers, but also the reality of consumer upgrading, supply chain optimization requirements. Manufacturers, retailers and Internet companies do not want to miss this wave of wind, but who can laugh last? What "phenomenon" can become a "trend", affecting people's future life?
"Siege": people in the city want to come out, people outside the city want to go in
Recently, Wumart and Dot Dmall jointly remodeled the Wumart Lianyiqiao store officially operated, which is viewed by the outside world as another super giant to join the battle of new retail. Previously, Yonghui Supermarket (601933) through the supermarket + ingredients catering + APP model, incubation brand "super species"; Xinhua (002264), Sanjiang Shopping (601116) and Lianhua Supermarket shares rose, in addition to Ali's shareholding in addition to the effect of the support of the transformation of the new retail is expected to be a driving factor.
In the traditional retailers to seek online resources, Internet companies are online "horse racing", deep plowing malls, supermarkets, consumer traffic.
In July 2017, Jack Ma appeared box horse fresh life Shanghai Jinqiao store, which symbolizes the box horse fresh life officially by Alibaba acceptance claim, after a year and a half of iterative upgrading, the box horse model into a period of rapid development; NetEase founder Ding Lei also told the media, "through the NetEase Kaolai, NetEase Yanxuan and other e-commerce business, to spend three to five years to re-create a NetEase! "; Jingdong Group founder Liu Qiangdong confessed that the next five years will open more than one million Jingdong convenience stores, which is another offline project of Jingdong.
Why do traditional retailers seek to "touch the network", and Internet companies painstakingly seek "landing"? In the recently held "2017 transformation battle: embrace the new retail" thousands of classroom, the views of the guests hit the nail on the head.
In the view of Mr. Gui Jianping, General Manager of Shanghai Joy City, "new retail" has become a buzzword, to a certain extent, because of the downward trend of the traditional retail trade and the increased pressure on profitability, and the depletion of online traffic of Internet enterprises and the increase in the cost of channeling flow, reflecting the overall anxiety of the industry. In addition, the pursuit of venture capital also added a fire to the "new retail", giving rise to more attempts to transform the retail business model.
"In the retailers and Internet companies to force the new retail, the manufacturer is more of a 'wait-and-see' mentality, 'who can expand my sales, improve my profitability, I will play with who', but do not want to lose the channel and price. but are unwilling to lose channel and price dominance." Finance and economics well-known writer Wu Xiaobo said in a classroom of thousands of people.
Wu Xiaobo believes that in the ecosystem of the Internet company's advantage is payment, traffic and capital, retailers' advantage is space, operation and users, manufacturers' advantage is focused on products and users. The identity labels of the three are gradually fading, and identity iteration and business crossover occurs from time to time, so the "Three Kingdoms" in the field of new retail is gradually emerging.
The "Three Kingdoms" of new retail: what has changed?
"New retail is a new credit relationship and a new efficiency system based on big data to support scene insights and experience design." Wu Sheng, executive secretary general of the China Electronic Commerce Commission, told People's Daily that the essence of retail upgrading is cognitive upgrading and supply chain upgrading, and the core of which is the operational capability of data, insight, prediction and research on users, which has changed from knowing, knowing and understanding to recognizing, predicting and foreseeing.
According to Wu Sheng, in the future, scene retailing relying on travel B&B, co-working, ****-enjoyment community, and long term rental apartments will develop rapidly; the paid membership model of user circling, the relational e-commerce model with strong social attributes, and the new media e-commerce and curated shopping will develop rapidly. "There is nothing new under the sun", to return to the origin of business, back to the starting point of service, back to the law of retail, in the soil of the application of Internet technology to breed new retail.
Reporters combed through and found that the new retail "phenomenal" brand gradually appeared, such as strict selection mode, is based on the manufacturing capacity of the flow type of cash; millet, wonderful store, is based on the manufacturing capacity of the branding cash; brand-name products, fruits and vegetables are good, based on the manufacturing capacity of the collection of cash; rice master, Elvis radio, is based on personality branding and cross-border marketing; the brand is based on the personality of the brand and cross-border marketing; the brand is based on the brand and cross-border marketing. based on personality branding and cross-border marketing; Red Ridge, Shangpin Mansion (300616), is based on customized innovation and production line re-engineering, and so on.
"The biggest change in new retail is the shift from channel as king to product as king, entering the era of small and beautiful selections centered on products." Ye Guofu, founder of Mingchuang Yuping, believes that the deliberate creation of scenes with the construction of channels for the sake of the channel merchants, ignoring the artisanal spirit of the product itself, the performance is still not up. And some brands depending on the product as the core, although the online power is minimal, but the downline stores are busy.
Wang Yongping, president of the Commercial Real Estate Research Association of the All-China Real Estate Chamber of Commerce, told People's Daily that retail does not matter whether it is old or new, the key is to sell the product and improve the efficiency of re-purchase. But some people put too much energy on the model, scene and other external factors, the infrastructure of the retail link is easy to be imitated, not easy to copy is the value of the product and service itself. Return to the product as the core of the commercial service chain, design products that meet consumer needs, cost-effective products, in the appropriate environment with good service to sell, this is a benign retail closed loop.
"No composite, no industry, new retail industry composite is not a simple mix and match, to emphasize the inherent logic of consumption, 'weak water three thousand only to take a dipper to drink' to the combination of customer groups, reflecting the ability of the user stratification, supply chain capacity, fulfillment capabilities. The ability to find customer groups and increase the retail repurchase rate will be an important feature that distinguishes new retail from traditional retail." Wang Yongping said, to use Internet technology as a tool, the big data should be utilized but not blindly obsessed with, through rapid, in-depth analysis will be transformed into commercial value is more important.
Do not do the "phenomenon" do "trend": how to go steady and far?
Utilizing Internet technology and respecting the consumer experience is undoubtedly a good opportunity for the retail market to "make a beach landing". However, it is also easy to turn the car around and test the wisdom of the industry on how to stay afloat.
"Before we asked 'who is doing new retail', now ask 'who has not done new retail', after ten years 'who is still doing retail! ', innovation and perseverance is based on persistent investment. For some time the industry has been focusing on unmanned retail, which some believe is a concrete manifestation of new retail. The source of unmanned retail is to solve the problem of queuing at the checkout counter in shopping malls, but now shopping malls are not too much queuing but weak popularity and no one." Wang Yongping believes that the innovation of new retail formats should not forget the original intention and return to the true essence, which can create more value and attract consumers to return.
In response to the collection of cash based on manufacturing capabilities, Ye Guofu believes that the new retail brand to focus on three aspects of the long term, the first is to have a product mindset, recognizing the small and beautiful products "three high" "three low" characteristics, that is, high value, high quality, High efficiency, low cost, low gross profit, low price; second is to find the right supplier, research and development to meet the market pain points of good products; third is to establish a relationship with the manufacturer beyond the purchase and sale of the ecological supply chain, the formation of you have me, I have you, and participation in high-quality suppliers to form a core partnership.
"For the new retail, the consumer's voice will cover the retailer's dominance, the new media e-commerce to have the buyer's ability and planning ability, ranking, list and other simple, short columns, efficient consumer decision-making will play a greater role." Wu Sheng believes that C2B will cover B2C, the retail industry is ushering in the true meaning of precision business, behind the data is the retail structure of the knowledge puzzle and cognitive leap.
Wu told People's Daily that the new retail field is currently changing rapidly, but there is still a lack of explosive products and relatively mature business models. The ability to analyze data, increase the repurchase rate, data decentralization, user precipitation, etc., urgently needs to be improved. The data of small companies is more vivid and unique, with labeling effects; if the data of platform-level companies is open, it will play a driving role in building China's commercial information infrastructure.
"New retail presents a blossoming situation, the emergence and demise of some brands fast turnover. Business model innovation and technology application need time to precipitate, another one to two years, the development of the industry will be clearer." Wu said.
What are the new retail models?O2O business model Cross-border new integration leading the new model of retail in China.
What are the characteristics of the new retail model for beveragesBeverage companies use the Internet as a basis for upgrading and transforming the production, circulation and sales process of commodities, and a new model of retailing that y integrates online services, online *** experience and modern logistics. Yi Xiaonian, for example, they are to build soda station as the carrier of its own channel system, creating a new channel model. Yi Xiaonian offline to take "soda + culture and innovation" way to open the soda station, build offline consumption scene experience. Online, with the help of the soda station, Yi Xiaonian will be able to realize the delivery of the same city and go to the intermediate links.
What is the new retail, is the integration of "Internet +" and "logistics +"The online and offline and logistics (O2O city delivery) must be combined together to give birth to the real "new retail", the offline business must go online, the online business must go online, online and offline plus the modern logistics The offline business must go online, the online business must go offline, the online and offline plus the modern logistics can be combined together to really create a new retail.
What is new retail?
It's a fully digitalized scene;
Its consumers are new consumers;
It's a giant unified marketplace
Behind the giant trading market, the entire supply chain system has undergone radical changes;
What are the companies in the new retail of beverages
Yi Xiaonian's model can be used as a model for new retail in the beverage industry, I think. The model they have adopted is to open a soda station in the way of "soda + culture" to build offline consumption scene experience. Online, with the help of the soda station, Yi Xiaonian will be able to realize the delivery of the same city and remove the intermediate links.
What are the brands of the new beverage retail
I'll give you a typical one: Yi Xiaonian. The operation mode of Yi Xiaonian is based on the main line of "cultural and creative communication + e-commerce sales" to expand the influence of the brand and the effect of experience.
What is new retail? What are the representatives of new retail in the restaurant business today?The current model of the new retail concept of catering enterprises - box horse fresh life, super species.
This is just the beginning of new retail, not the end. New retail is a new business form born in the pursuit of better efficiency in modern society, and is the inevitable model competition.
What is the "New Retail RFID Total Solution"?Please rest assured that RDIF technology does not produce harmful radiation. We usually use ID cards, bus cards are utilized on the RFID technology. Moreover, RFID applications have become quite popular in some large retail stores. Decathlon, Hailan Home, Telena and other clothing retailers have adopted the new retail RFID solution in their offline stores. If it's harmful to the body who would dare to use it.
What are the new retail software for apparel?
In fact, it is very easy ah, point to the customer to the store well, the software is practical, bring the use of experience is indeed not ordinary.