[ There are three levels of new retail research. What is new retail from these three perspectives? Everyone is discussing new retail, and I believe that the understanding of new retail is based on three different levels: first, from the traditional retail field, new retail, new retail channels based on the Internet and new retail methods have become the focus of research. Second, from the Internet point of view, the new retail is the upgrade of traditional B2B and B2C e-commerce, namely S2B2C, including the supply chain proposed by Ma Yun, the new retail concept proposed by Teacher Ceng Ming, and the three new retail standards proposed by Liu Qiangdong, JD.COM (1. Online super-large shopping malls. 2, online and offline collaboration, especially intelligent terminal technology upgrade. 3. A massive product S-level supply chain) [like] Third, from the strategic level of * * * sharing economy, * * sharing economy is a strong foundation and a necessary means for * * * sharing economy, and new retail is the most important link in the field of sharing economy, and new retail is the most important development direction of social commerce
Let's briefly talk about it, for example, I am a physical store. I used to be a brand Wechat business, and the global cross-border e-commerce supply chain was integrated in the development of my team, so this is supply chain innovation! What I want to express is that every enterprise, every entrepreneur, must first find the positioning of his own industry, and then carry out internet-based innovation and upgrading of his own industry. This is an upgrading path for traditional enterprises and entrepreneurs to approach new retail! We don't need to be theoretical creators in the new retail field, I want to be practical users!
the problem is a hot topic at the moment, which is forward-looking. I am an entrepreneurial veteran, and I will answer.
what is new retail? What are the development prospects? I think:
new retail is to integrate online, offline, logistics and other resources, and use Internet thinking and big data information database to help the physical retail industry upgrade and transform, improve user satisfaction, experience and efficiency.
in the future, the retail industry will not consider how to sell, but how to serve customers well.
Take the heart as the foundation and put customers first. Focusing on improving the experience of consumers. Through the consumer's purchase trajectory, consumption frequency, preferences, and through big data analysis, real-time sales are pushed. It is difficult to greatly enhance that selectivity of consumer, who are both consumers, distributor and operators. Share your favorite products with one click to enhance multiple feelings of consumption.
Enterprise inventory is not overstocked and consumes less
Through the standardized management of information database, the pre-sale of marketing links, the pre-sale of explosions and spikes, etc., the whole sales system is reconstructed, so as to reduce the overstock of enterprise goods and realize the reshaping of the whole inventory sales system.
More retail species hatch
Through the development of mobile Internet tools, digital technology and artificial intelligence technology, more diversified industries such as humanities and entertainment, catering industry, unmanned retail and community supermarket have been extended. Solve the "last mile" problem of people's daily high frequency consumption.
In the future, the retail industry will continue to reshuffle. Whether you accept it or not, it will eventually be a great product of society. Therefore, early understanding and early contact can get on the bus in time when new retail just appears, and there will be intentional gains.
since ma yun put forward the concept of new retail in October 2116, there has been a constant debate about what new retail looks like.
in my opinion, the concept of new retail has never changed. It's just that the next step is almost impossible to build if the first step is not done. Even the first step can't be crossed. What is the future of new retail? Who can give a definite answer?
in order to describe the new retail, let's put aside the question of how to realize the new retail. Look forward to the power of the most perfect new retail model!
I. background analysis of social pain points
in p>2117, the total retail sales of social consumer goods in China reached 36.6 trillion, and the share of e-commerce was not high. Most consumer goods are still sold through traditional sales channels. You can take a look around your life. Is the number of logistics express delivered to residential areas far lower than the total sales volume of stores in surrounding communities?
why is this happening?
There are many reasons, among which the terminal delivery cost is too high and the cycle is too long. For example, I want to buy a pack of toilet paper and purchase it through e-commerce. No matter how low the delivery cost is, I have to pay three yuan a piece. Generally, I have to pick it up the next day or later. However, I can go directly to the community store and buy it at will. The comprehensive cost of money and time is actually not high.
It can be said that Internet e-commerce and community stores have their own advantages and disadvantages in the field of social consumer goods retail.
1. Advantages and disadvantages of Internet e-commerce.
Internet e-commerce has a large procurement scale, so the procurement cost is low. However, the cost of community distribution is high, and there is a lack of face-to-face communication in community stores, so the shopping experience is definitely not good.
2. Advantages and disadvantages of community stores.
community stores are readily available, with high customer stickiness, high repurchase rate and good shopping experience. The disadvantage is that the general community supermarket has small purchasing scale, complicated purchasing channels and high cost, and the large chain supermarket is a little better in this respect. On the other hand, there are not many ways for community stores to make profits and few service models.
if the internet e-commerce model and community stores are fully integrated, then all the shortcomings of the two aspects can be perfectly solved.
second, the primary new retail model-the simplest integration of Internet e-commerce and community store model
Let's make an assumption here that if the new retail model is perfectly realized, then the product sales model should have three forms.
Generally, the shelves of community stores mainly store some fast-moving goods and some products with faster circulation for stocking. Consumers can go to the store to buy directly, or place an order through the mobile client, waiting for the community store to deliver directly to the nearest place.
if the consumer orders, the community stores don't stock up. Community stores can transfer goods from the warehouse in the city center, and the products can be delivered to community stores early the next morning at the latest, informing customers to pick them up or deliver them to their doors.
if the consumer's order is special, there is no stock locally. Then, after the order is formed, the products can be delivered from the manufacturer to the central warehouse in the city where the consumer is located through the backbone logistics, and then directly delivered to the community through the distribution channel of community stores, informing the customer to pick it up or deliver it to the door.
Third, the analysis of the advantages of the new basic retail model
Community stores reduce the inventory, improve the speed of product circulation, and can greatly expand the product supply categories, and the floor-to-ceiling ratio is bound to be greatly improved. Community stores have increased their turnover.
The group purchase scale formed by the original single-family community stores with the help of the new retail platform can greatly reduce the purchase cost. Generally speaking, the sales price of the same product in new retail community stores can be reduced by about 31% compared with other stores. This will directly bring about a thorough reshuffle of the urban community store industry.
once a city-wide community store system is fully integrated, the cost advantage of this distribution channel may directly crush the local express logistics industry. The urban distribution cost of express delivery is basically more than 2 yuan's money for a piece of goods (within 1 kg on average), while the distribution cost of fresh products is basically around 1.1 yuan per catty. Moreover, the community stores themselves have refrigeration facilities, and the distance from consumers is basically about 311 meters, so the last 1km problem will be fundamentally solved in the future. As for drones, unmanned vehicle distribution has turned the fact into a false demand and has been completely marginalized.
unmanned supermarkets will exist as satellite stores of new retail community stores, and relying on the nearby new retail community stores can greatly reduce the replenishment and operation and maintenance costs of unmanned supermarkets. It will also constitute a strong squeezing ability for the general store in front of the building.
after such a chat, you should know how terrible the future of the new retail model is. But this is only the most elementary new retail model.
Fourth, the lethality prediction of new retail
In the current society, the total sales of community store system far exceeds the total sales of e-commerce. With the establishment of the new retail model, the total turnover in the future will far exceed the existing Internet e-commerce system, which will inevitably involve all aspects of social consumer goods retail. If the new retail platform adopts the free mode again, then all the existing Internet e-commerce platforms may all be squeezed out. (I always feel that the new retail model in the future may be a monopoly, which is the best choice to realize the most effective allocation of social resources)
The new retail model is very deep in the integration of social logistics distribution resources. Product distribution will shift from the current decentralized disorder to a thorough orderly and standardized operation. With the help of big data technology, the cost of social comprehensive logistics distribution will be further reduced, and the entire existing socialized logistics distribution system may face a comprehensive reshuffle.
the community store industry will gradually transform from the main product sales to the community comprehensive service center model. In addition to providing simple product sales and distribution services, it can also provide more humanized and customized services, which was difficult to achieve by pure Internet platforms in the past. For example, scanning the body size of consumers and customizing clothes remotely; The recent on-site return service of products and so on.
based on the daily operation of community stores, the customer acquisition cost of the new retail platform is almost negligible. The industrial promotion of community stores can be carried out simultaneously with the help of manufacturers' product promotion, and at the same time, the new retail platform can fully interact with consumers by using manufacturers' product promotion costs. This provides a material basis for building a fully integrated online and offline social platform in the future. As we all know, people have social attributes. The current Internet social apps lack offline physical interaction. The brand-new Internet social model based on community stores and the macro data of the new retail platform, combined with social sports, entertainment and other activities that are extremely lacking in society, may bring about a drastic upgrade and transformation of the national lifestyle. This upgrading and transformation has brought about the vigorous development of the tertiary industry models such as social entertainment industry and sports industry, and at the same time, it can also digest the socially affluent labor force caused by the efficiency improvement of the new retail model. In this situation, the current mainstream Internet social model may soon be marginalized, and it is an irreversible blow to dimensionality reduction.
the biggest future imagination space of the new retail model is actually that the control of the new retail model on the product sales side plays a core supporting role in the establishment of the credit system on the production side. This is completely in line with the macro goal of the national supply-side reform. The new retail system may become one of the core fulcrums of China's future national economic upgrading and development.
fifth, the biggest problem of new retail is how to take the first step. This is a very maddening problem. Is how to solve the integration problem of social distribution channels?
In p>2116, after Ma Yun put forward the new retail concept, he took the lead in putting forward the slogan of building 311,111 Tmall stores, followed by JD.COM to build 3 million community convenience stores. Why open these stores? It is necessary to pre-empt the layout in the community and pre-empt the establishment of social distribution channels. Later, we found that the new retail model requires a community distribution system that delivers daily. However, the current community store industry itself is already fiercely competitive. If you want to open a new community store in front of every community, it will be very difficult to deliver it every day. As far as I know, many large supermarket chains are very careful about which community they can set up or not.
As a result, the new retail concept seems to have entered a dead end. If the new retail model can't solve the integration problem of community distribution resources, then all future ideas based on the new retail model will be empty. Therefore, many people are confused that the new retail model is difficult to break through, which has also caused confusion and speculation about what the new retail concept is in the society.
In p>2118, the concept of pre-warehouse e-commerce began to be heated up. At this time, everyone repositioned their eyes on the fresh food industry, and everyone began to agree that the best carrier for establishing distribution channels is the fresh food industry, because only the sales characteristics of fresh products have the form of high-frequency consumption and mass distribution every day.
in fact, there is a key understanding that has been subjectively ignored by everyone. Only when the new retail model enters the community can it truly integrate with the offline community store model. The service radius of the new retail model should be 311 meters. The pre-warehouse e-commerce model has achieved 3111 meters, and there is still a distance of 2711. This distance is very short, but it determines everything.
at present, all the existing fresh e-commerce models do not have this macro-integration ability. The new retail outlet has not been really grasped by any giant.
Sixth, a possible breakthrough in the realization of the new retail model-cheap green vegetable strategy
This is an idea beyond everyone's imagination.
I think the key breakthrough of the new retail model. It is not innovation within the Internet industry, but that the industrial upgrading of agriculture can provide large quantities of high-quality and low-priced agricultural products, realize the comprehensive product upgrading and replacement of the entire agricultural product industry, and the inevitable channel integration. The fundamental key lies in the vegetable industry. Because only the vegetable industry has the characteristics of daily distribution to the community, and the volume of the vegetable industry is enough to support the existence of independent sales channels.
It took us several years to solve the problem of farmers participating in the production of modern standardized vegetable products. A complete business model has been established, from the standardization of production environment, production management and quality management to the benefit distribution system. Its core production conversion mode has applied for a national invention patent. The most obvious effect of this model is that farmers can quickly enter the standardized vegetable production system, and their products can meet the national green standards. Even if they are sold at the approximate price of ordinary vegetables in community stores, farmers can still increase their gross income by about 31%.
Agricultural production is a farmer's business. We only need to obtain large quantities of high-quality and low-cost vegetable products through the new retail platform, so that high-quality vegetable products can completely replace ordinary vegetables now, and the self-operated distribution system of vegetables can be used to realize the comprehensive integration of the community distribution system.
I firmly believe that this model is the core breakthrough of the new retail model to solve the problem of community distribution resource integration.
The concept of new retail is very popular on the Internet. From Alibaba to small shops, from industry leaders to professionals, many people are talking about expressing their unique opinions. After working as a supermarket and convenience store, I often hear people talking about it around me. After getting familiar with it, I suddenly think of several basic questions today, that is, what is new retail, where is it, and how big is its development prospect in the future?
new retail is a new retail model in which enterprises rely on the internet, upgrade the production, circulation and sales processes of commodities by using advanced technologies such as big data and artificial intelligence, and then reshape the business structure and ecological circle, and deeply integrate online services, offline experiences and modern logistics. It sounds lofty, but in fact, this practice existed long before computers and the Internet. At that time, businessmen could also analyze customers' needs and preferences through previous sales records, so as to make preparations for production and purchase. < P > But it is obvious.