How to deal with the competition of community group buying? What can the community do to avoid becoming a dead group? Where do users of applets come from? How can online business be profitable? These problems are puzzling the physical retail enterprises in the digital transformation. Recently, the 18th National Chain Business Strategy Development Forum was held in Chengdu. At the "Zhuge Private Enjoyment Meeting" supported by Youxian Retail Cloud and Tencent Smart Retail every day, more than 50 heads of retail enterprises were invited to attend. * * * With the impact of e-commerce and the reciprocating epidemic, we discussed how physical retail enterprises can break through the predicament. How to avoid the "six pits" of private domain when the entity business is super-online? "Consumer demand is becoming more convenient and instant, and online shopping is an irreversible trend of the times, and it is constantly infiltrating into the low-level market." Yu Xiang, vice president of Daily Fresh Retail Cloud, said that only by developing online business as soon as possible can physical retail enterprises resist the competition from emerging models such as online platforms and community group buying and consolidate their moat. Where is the key point for physical retail enterprises to break through the line? Yu Xiang thinks it is the construction of private domain. When Internet traffic peaks and the cost of obtaining customers rises, it has become an industry knowledge to tap the value of existing users and establish trust and dependence with users. Under this background, the construction of private domain operation has become the general trend. "Compared with the public domain, the private domain has high initial investment, but low long-term investment and high output, and high user value." Yu Xiang said that compared with the public domain, users in the private domain can identify, reach, gain insight and serve, which can double the shopping frequency of users. Taking the main shopping mall of Daily Youxian as an example, in the third quarter of 20021year, Daily Youxian launched the 1V 1 butler service on its platform for high-value and potential high-value users. Under the service of 1V 1 butler, the per capita consumption of its users has increased by 70% compared with that of non-butler, and the per capita monthly consumption has doubled compared with that of non-butler. However, nowadays, physical retail enterprises often fail to do private domain. Yu Xiang summarized it as six big pits: First, the model is too simple, thinking that private domain construction is to sell goods online and deliver them home; Second, the lack of good tools, simply doing a small program, the customer experience is particularly poor; Third, there is a lack of staffing, lack of corresponding goal setting, and no one is responsible for it; Fourth, the new investment is large, and it is difficult for users to retain it, which makes it impossible for users to continue to consume for a long time; Fifth, online and offline are not synchronized, and inventory and price are not open; Sixth, there are not many effective users. Therefore, in June, 20021year, Daily Youxian integrated many years of accumulated online operation experience, core technical capabilities and high-quality supply chain resources by joining hands with Tencent Smart Retail, providing advanced digital intelligent management tools, operational methodology empowerment and commodity supply chain reinforcement for physical retail enterprises. "Five Forces" helps entities to improve their private domain operation ability. As a private domain operation tool provided by Daily Youxian for entity retail enterprises, Zhuge Yun System, supported by the "Five Forces" model, helps entity retail enterprises to solve the problems of private domain construction from organizational strength, operational strength, commodity strength and product strength, and complete the comprehensive optimization from front-end experience, category structure to fulfillment system. "Private domain operation is actually a top-notch project." Yu Xiang pointed out that the digital transformation of enterprises is more like a top-down revolution. For supermarket chains, the team size is huge, so the top leaders need to pay enough attention to the top design in order to co-ordinate departments at all levels. In the practice of daily fresh retail cloud helping several major chain stores in Chongqing to carry out digital transformation, the importance of organizational strength construction can be seen. For example, Hu Burning Commercial Bank has 5 large shopping malls and 33 branches, and the number of registered employees has reached 1500. Fengwu Business has more than 90 supermarket chains with more than 1800 registered employees. Therefore, the daily fresh retail cloud is first to reorganize its online operation organizational structure. Operational capacity covers the whole process of online innovation, retention, value-added and fission, including the construction of user operational capacity, activity operational capacity and community operational capacity, which is also the core of the "five forces" construction. Taking the iteration of the new system as an example, under the upgrading of the daily fresh retail cloud, Dongtai International Trade in Jiangsu has changed from only assessing the number of new customers to assessing the real-time order rate and other data. After its six chain stores adopted this assessment standard, the conversion rate of old customers has maintained at 23 points, and the repurchase rate has steadily increased to 20%, and the actual online sales have been greatly improved. "It turns out that many supermarkets are doing new customers' first orders, but these first orders can't be kept by users and we need to do operation and maintenance. Through various means such as accurately pushing goods and activities, users will be stimulated to buy again and again, so that online consumption habits will gradually develop. " Daily fresh retail Yundongtai international trade project operation experts said. In terms of performance capacity building, the service of Daily Fresh Retail Cloud covers pre-performance preparation, positive performance operation, abnormal performance handling and comprehensive monitoring of performance indicators to ensure accurate picking and timely delivery. During this year's epidemic, the demand for buying and hoarding goods at the location of Quanfuyuan, a large chain store in Shouguang, Shandong Province, surged, and some fresh goods were sold out. In order to ensure stable performance, all online orders of Quanfuyuan were stocked within 15 minutes under the guarantee of daily fresh retail cloud system and performance process, and zero backlog was realized. With the help of Daily Fresh Retail Cloud, Quanfuyuan scientifically planned the picking and distribution path through the intelligent picking and distribution system of online retail cloud, and the picking and distribution efficiency increased by 30%. In addition, based on its supply chain capabilities, Daily Fresh Retail Cloud helps physical retail enterprises to comprehensively analyze drainage products, explosive products, main products, online exclusive products and basic products through commodity big data analysis, commodity insight and intelligent product selection, and helps offline physical supermarkets to continuously improve the iteration speed of products and make them more suitable for the needs of customers in surrounding business districts. "Only by realizing digital transformation can physical retail enterprises deeply tap the value of users, create a channel for direct interaction with users, and firmly hold users in their own hands." Yu Xiang said. Since it was launched in June, 20021year, Daily Fresh Retail Cloud has fully helped physical retail enterprises to carry out digital transformation, enabling more than 50 physical retail enterprises, and helped some customers achieve 20 times growth in online business.