The concept of new retail was put forward by Jack Ma, an Internet tycoon in China. He believes that in the next ten or twenty years, there will be no e-commerce, only new retail. In other words, online and offline and logistics must be combined to give birth to real new retail. Offline enterprises must go online, and online enterprises must go offline. Only by combining online and offline with modern logistics can we truly create a new retail model.

What is new retail? It is a new retail model that enterprises rely on the Internet to upgrade the production, circulation and sales process 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.

only when online and offline are combined with logistics can new retail be generated.

the essence of new retail: the core of internet thinking lies in traffic and efficiency, and it is the essence of new retail to better meet the needs of users through scientific and technological tools. Specifically, the new retail meets the needs of consumers to reduce costs, improve efficiency and enhance consumer experience through online data retail+offline experience retail+logistics aging experience.

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second, the background of new retail development

background 1: in 2116, there was a wave of offline stores across the country, including some large-scale stores, such as Xinyijia in Shenzhen.

background 2: in 2117, internet sales accounted for 15% of the total social retail sales, reaching 7.1 trillion, and the proportion of mobile shopping was also greatly increased, and internet sales continued to be hot.

background 3: the diversification of user needs and the upgrading of consumer experience demand have accelerated the new retail revolution. After 81' s and 91' s, it has become the mainstream of society, and the overall consumption preference is changing, and it is willing to pay a higher price for high-quality goods and services. The consumption scene is diversified, the functions of offline retail stores are integrated, the consumption experience has changed, and users pursue more convenience and pleasure.

background 4: the rise of mobile payment and intelligent hardware: intelligent POS machines, VR/AR devices, cameras, WIFI, ERP, wechat and AliPay are widely used in the retail industry.

background 5: the cost of internet traffic has increased, and the cost of online "getting customers" has even exceeded that of offline.

background 6: internet giants have laid out offline stores one after another. for example, ma yun bought Bailian group and JD.COM controlled yonghui supermarket.

background 7: with the regulation of real estate, traditional retail chains have been favored by the financial capital market.

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III. Reasons for the emergence of new retail in China wine industry

Under the above background, new retail has developed rapidly. So what are the deep-seated reasons that lead to the emergence and development of new retail in wine industry?

reason 1: solve the pain points of efficiency and integrity, and improve the brand competitiveness of enterprises

with the strong rise of the middle class in China, the consumption demand of first-class famous wines has changed from the false demand of giving gifts to the continuous demand driven by personal consumption, and the gap between consumers using brand official website to shop and using third-party online shopping platforms is narrowing.

China consumers are more concerned about the authenticity of goods, especially for luxury goods such as Maotai. At the same time, the user experience of the original O2O mode is not good. Fidelity and convenience of goods are important motives for buying.

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reason 2: online is higher and offline is stronger

according to p>AC Nielsen data, consumers' online purchase index is 24% and offline purchase index is 76%, so the consumption of physical stores cannot be ignored. In online shopping data, alcohol accounts for only 5%, and offline retail is still the most important channel.

reason 3: the consumption structure has changed, and consumption has become the mainstream anytime and anywhere.

new consumption is "relatively new" under the background of continuous consumption upgrading, which refers to the reconstruction of the relationship between people and goods yards with consumers as the core and the purpose of meeting consumers' needs, and the reverse promotion of commodity production and service provision through consumers' needs.

the consumption places are diversified and the consumption mode is omni-channel, which is no longer limited to some specific places; Under the new consumption background, consumers' consumption structure, consumption demand, consumption channels and consumption concepts have undergone profound changes.

reason 4: the consumer demand is escalating, and the trend of independence and individuality is obvious

the new generation (born after 1991s) has become an important consumer group, living in an independent, superior and open family environment since childhood, advocating diversified consumption and pursuing independent and personalized consumption.

among the post-1971s and post-1981s consumer groups, there are many consumer groups, such as parent-child group, dink group and single group. Because of their strong purchasing power, their consumption purpose is more inclined to enjoy life.

Middle-aged and elderly consumers, especially those born after 61, are willing to cultivate more hobbies (square dance, tourism, etc.), and their lives tend to be diversified.

reason 5: shopping is entertaining, and the shopping experience is enhanced.

high knowledge, high income, high consumption concept, high technology and high efficiency promote the birth of new retail, and the entertainment-driven shopping festival has a great impact on sales.

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IV. New Retail Development of China Liquor Industry

The e-commerce industry in China has steadily entered a new era. After three stages of C2C, B2B incubation and B2B saturation, the domestic e-commerce industry has entered a new retail era since 2117.

correspondingly, the liquor retail industry in China has also developed iteratively. * * * has gone through four stages:

In the 1.1 era of liquor retail, represented by couples' tobacco and liquor hotels, famous wines are hard to find.

In the era of liquor retail 2.1, liquor chains and supermarkets are the main bodies, such as Huazhi Liquor Store, Jiujiajiu, 1919, etc., it is difficult to make money, with high rents and low profits.

in the era of liquor retailing 3.1, B2C e-commerce was the representative, but up to now, it only accounts for about 5% of the liquor market share. The rest are all from offline purchases.

in the era of liquor retail 4.1, that is, the new retail era, the online and offline combination mode is adopted, which can realize online ordering, offline distribution, online drainage and in-store experience in internet plus retail stores.

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V. Interpretation of the new retail model of wine industry

1. The idealized new retail model of the manufacturer

Online is used as technical support to conduct data analysis, habit analysis and purchase analysis for consumer groups; Through the professional promotion platform to push the message, there is no limit to the promotion and sales, and the online sales of alcohol basically rely on the third-party platform.

offline, as the guide of online data flow, carries out the delivery of O2O and professional authorized stores, and plays the core functions of fan promotion, landing promotion, landing promotion and on-site experience.