New retail? with? traditional retail (including traditional e-commerce)? The most essential difference is the difference in functional focus.

The need for three squirrels to step up offline channels is not surprising, as online plus offline is a form of new retail.

Traditional retail? emphasizes logistics, especially transactions, while? New retail? emphasizes a combination of information flow and logistics.

Whether it's product display, messaging, or consumer education, all of which can be categorized as information flow, new retail reinforces the impact on overall buying behavior.

With the four parameters of customer communication, product exposure, profit, and sales volume, Lao Miao divides the terminals into five categories: depth terminals, high-value terminals, sales terminals, ordinary terminals, and trap terminals. The following is mainly through the introduction of the depth of the terminal, detailed explanation of the terminal information flow function.

The depth of the terminal is based on the degree of contact between the customer and the terminal for consideration. In? New retail? In the concept of "new retail", this is the high point of the terminal.

The four major foreign brands of milk powder are invincible in the Chinese market because they occupy the deep terminal for milk powder. Hospitals, through medical recommendations to convince mothers, in the domestic milk powder trust crisis environment, nearly monopolized the domestic infant formula market.

Similarly, for baby products, supermarkets can not compete with mom and pop stores, is because mom and pop stores as a professional terminal, the depth of its contact with consumers to be much stronger than the supermarket.

? In wine marketing, the catering terminal because of the deeper contact degree makes its strategic significance is far greater than the super.

In the last few years, imported wines have also developed more in-depth terminals? Wine Club: through the wine tasting, display, exchange to achieve the purpose of promotion, through the means of seeing, listening, smelling, tasting, asking, speaking, etc., mobilize the consumer's senses, emotions, so that the consumer contact reached a deeper level.

In the cosmetics industry, the depth of contact with the beauty salon terminal is greater than the mall counter, the mall counter is greater than the daily store, and the daily store is greater than the supermarket shelves.

The health care companies represented by Zhenao Nucleic Acid, Tiannian and Zhongxin have developed another depth of terminal? Conference, the industry called conference marketing: that is, the target consumers gathered together, through expert lectures, on-site exchanges, product demonstrations, patient self-evidence, etc., and the depth of contact with consumers, greatly guiding the consumer to buy.

? The direct selling enterprise's family gathering is another typical representative of the depth of the terminal.

Advertising, public relations communication, the direct degree of influence on consumer behavior is often not as direct as the direct experience of the terminal, so in terms of conveying information to consumers, some terminals have a unique advantage.

In earlier years, the industry popularized a concept of terminal media operation? The key idea is to operate the terminal like a media, they define the primary role of the terminal is to convey information to consumers, to convey practical, empathetic information to consumers. This is actually a way to enhance the depth of contact between the terminal and consumers.

The current market requires brands to choose terminals that can communicate with consumers in depth, and if they don't, then they should develop and even create terminals that can provide in-depth contact.

Three squirrels need to add offline channels is not surprising online plus offline is a new retail business.