'New retail' is an important highlight of China's consumption upgrade in recent years. It is worth looking forward to promoting the role of consumption upgrading. After the government work report of the two national conferences last year, 'promoting the integration of physical store sales and online shopping development', this year's government work report is again Focus on new modes of consumption and new formats.
On the afternoon of March 10th, Xu Dongsheng, Vice Chairman of the China Household Electrical Appliances Association, Wen Jianping, Chairman and CEO of Ovid Cloud Network, and Fan Zhijun, Vice President of Suning Retail Group, gathered together in the industry's new coffee in 2018 China. "Retail leaders summit", to discuss new changes around the new opportunities in the new retail era.
“Daily Economic News” reporter noted on the scene that Fan Zhijun made a prediction on the trend of the retail industry in 2018. He believes that smart retail will occupy the future, data empowerment, scene optimization, service upgrade will be like sunshine, air and Like water, it becomes a standard in the retail industry.
From the living room economy to the kitchen economy
In the past 2017, new opportunities arising from new retail sales have become a new highlight of China’s new economy, and new retail sales have advanced and evolved much faster than originally thought.
According to Xu Dongsheng's observation, the changes in the home appliance retail industry over the past few years have been magnificent and even thrilling. The home appliance industry is undergoing fierce competition. New retail has become a hot word of the moment.
He said that the new retail must be technology-driven. At present, technologies such as artificial intelligence, big data, cloud computing, and internet of things are developing rapidly. The application of these new technologies will enable retail to present different models. The new model must be highly efficient. The iteration of the old model. The relationship between e-commerce and offline entities in the old and new era is no longer a competitor, but is integrated into one; retail is no longer a simple diversion, but is integrated into the corporate culture, the brand value of the consumer experience Enjoy. The integration of online and offline, intelligent, zero inventory, experiential consumption will infiltrate into all walks of life.
Wen Jianping said, 'You can see that after nearly 30 years of rapid development of the home appliance industry, China has entered a new normal since 2013, and the speed of development of the home appliance industry has also experienced a certain degree of decline, but it has been affected in 2017. With the impact of industry transformation and upgrading, new gear shifts and conversions have taken place in the industry, and the industry has seen a rebound.
Wen Jianping thinks that one obvious change is that this kind of consumer subject and product model that has supported the development of the industry in the past is shifting from low-end to high-end, and consumers’ understanding and pursuit of products and brands are being put new. With this change, the model of the entire industry is transforming from the previous scale competition to the modern quality competition and structural competition, and new competition has emerged in the model of efficiency and effectiveness.
In Wen Jianping’s view, along with shifts and transformations, the momentum of the entire industry can be seen, and this kind of support for the entrance is also undergoing new changes. From the traditional large-scale pull, to the current support of kitchen appliances and healthy appliances becomes New industry engine. 'Ovy has a judgment that the Chinese home appliance industry is transitioning from the past living room economy to the kitchen economy.'
Smart retail will occupy the future
Suning also has a brand new understanding of new retail. Fan Zhijun said that with the rapid development of the current blockchain, Internet of things, artificial intelligence and other technologies, smart + TV, smart + air conditioning, smart + refrigerator and a series of smart home appliances have been Entering millions of households, from single items to full scenes, is eliminating the boundaries between online and offline. The data industry is accelerating the arrival of a new turning point in the retail industry.
For the pre-judgment of retail trends in 2018, Fan Zhijun believes that smart retail will occupy the future, data empowerment, and scenario optimization. Service upgrades will become standard for the retail industry, like the sun, air and water.
According to Fan Zhijun's observation, the just-needed Spring Festival season has released some signals to the industry: First, more consumers are willing to pay for a better life. People's pursuit of a better life has become a trend for future consumption. Consumption from the Spring Festival this year Statistically speaking, in 2018, the increase in the average price of large home appliances has shown significant changes over 2017. It can be seen that consumers tend to pay attention to high-end products from the original emphasis on price/performance.
Secondly, quality consumption spread from the first and second-tier markets to the third-tier and fourth-tier markets. From Suning's sales statistics during the Spring Festival, the overall sales growth of first and second-tier cities is 87%, while that of the third- to sixth-tier markets is 243%. It can be seen that Suning’s consumption in the rural areas of the tertiary market and the 5th and 6th markets has already experienced an explosive growth. In addition to the purchasing power of residents in these first-tier cities, such as Kita-Shiro, more consumers in western Sichuan have become The main force in the purchase of high-end home appliances, the past more popular products such as dishwashers, smart toilets, sweeping robots, electric toothbrushes, garbage disposal, etc. These products have formed a consumer hot spot in the 46 markets.
Again, scene-based consumption has led to 'new species', which has caused a hot spot for consumers. This year's Spring Festival shopping has a big difference compared with previous years. In the past, it was more valued for quality consumption. This year's scene-based consumption has formed a new hot spot. This is a very serious challenge for the traditional retail industry. The immutable physical retail faces the challenge of relying on Internet-technology-driven new retail.