The retail industry suddenly flared up, and many concepts around retail sales. Liu Qiangdong, Ma Yun, and Zhang Jindong entered the round of new smoke pits around the retail market.
The emergence of e-commerce has facilitated the existing consumer shopping, making most people feel that e-commerce is the most favorable platform for new consumer channels. This also gives a sign of misjudgment to most practitioners, thus ignoring traditional sales in a short period of time. Construction of channels However, at present, a considerable number of small and medium-sized cities and townships still need the consumption environment of traditional offline channels. This is also the main reason for e-commerce companies to enter stores under the line.
For example, for home appliances, most consumers still purchase the home products on the basis of 'visible and tangible'. On the other hand, the e-commerce platforms that cannot experience the performance of home appliances on the ground are slightly taboo. Even the current Jingdong, Suning, Tian Cats, Gome and others are all pursuing online shopping, fast home, quick experience and other services, there is still a large number of 3-4 cities and township consumers accepting fresh things is not high. So the online channels of household appliances The construction has been developing in large and medium-sized cities. Since the household appliance market in large and medium-sized cities tends to be saturated, for a home appliance product that can be used for many years, if you want to increase sales, you need to build more home appliances to buy home appliances. This can only be achieved in the short term. Consumer upgrades will bring benefits. More consumers will use a quality product as the standard for purchase. This also forms the concept of 'good home appliances, using many years' of consumer ideas. Therefore, under the e-commerce channel Shen needs more preconditions, such as changes in consumer spending habits, and various external factors such as the upgrading of the consumer network environment in the region. The downsizing of e-commerce became Jingdong, Tmall. The next step strategic platform.
Jingdong Electric Appliances recently released its new 2018 strategy. It will focus on empowerment, channels, services and marketing. It will continue to promote innovation, openness, and empowerment, and build a multi-win-win ecosystem for the industry, manufacturers, channels, and consumers in the home appliance industry. , promote the appliance industry into a new era of 'unrestricted retail'. For the new retail concept, JD.com Chairman and CEO Liu Qiang Dong pointed out in the "fourth retail revolution": In the next 10 to 20 years, the era of unbounded retail will It will come. Unrestricted retail will infiltrate into all aspects of our lives in a way that 'embraces things in silence,' and redefines the boundaries of industry, the relationship between people and businesses, and redefines the basis of knowing, knowing, and knowing. Cost, efficiency and experience.
According to the information obtained from JD.com, 'Unrestricted Retail' will be JD.com's ultimate judgment on the future development trend of the retail industry in the coming years. At the same time, JD.com will follow the rules of retail development and regulate the current status of the retail industry. The ultimate strategy of JD.com's home appliances. The goal is also corresponding to that, that is, through the opening of energy to promote the home appliance industry into the era of 'unrestricted retail'. As Jingdong started earlier in the appliance, most consumers have had the experience of buying home appliances in Jingdong, which also Brings up a better user base and reputation of Jingdong Appliances. In simple terms, “Unrestricted Retailing” will fully fill the gap between online and offline, and create a better consumer experience through the online and offline linkage effects.
Undoubtedly, retail needs innovation, digital transformation of the retail industry, digital drainage does increase retail sales to the number of stores, but if the removal of certain subsidy factors, these growth can continue? China's retail digital innovation conference pointed out that the greatest contribution of digitalization of retail enterprises is the drainage. The sustainable and steady growth of the traffic is inseparable from good products and services. Retail digitalization has evolved from 1.0 to 2.0, and digitalization has gradually penetrated into the front-end drainage. In the mid-end and back-end, all aspects of product mix, inventory management, site selection, personnel management optimization, etc. have begun to function. The industry consensus is that digitization starts from the marketing end to the business end and the management end, and the future will create higher Efficiency and greater value. This also suggests that the retail concept needs innovation and deepening from the other end.
Jingdong’s open empowerment strategy will further increase the variety of the retail industry, expand the influence of the retail industry, and at the same time change the distrust of the current retail industry. The online traffic bonus gradually disappears, and the online customer acquisition cost The promotion, together with the new idea of 'Unrestricted Retail', has provided the foundation for Jingdong Home Appliances to accelerate the sinking of channels. It is the correct decision that Jingdong is making the right channel for the villages and towns to have shops in the villages and towns. As a 3C appliance Jingdong, who started, clearly understands that Chinese users are obsessed with essential consumer products. Small consumer electronics products such as mobile phones have already been set up to purchase stores in different villages and towns. Household appliances still need to be purchased at large appliance stores. This is not convenient and the price is too low. Single disadvantages are displayed. Therefore, Jingdong uses home appliances as an industry leader to achieve corporate strategy.
At the same time, in order to provide a broader consumer electronics consumer goods and shopping environment, as the current industry leading home appliance retail platform, the core of JD.com’s home appliance opener empowerment strategy is to fully open its accumulated capacity in retail operations and services to supplier partners. Become an empowering partner retail infrastructure, provide brand owners with full scene coverage, full transaction links, open architecture solutions, and allow the entire home appliance industry to share the resources and capabilities of JD. Empower online and offline multiple retail formats, Expand home appliance sales to any scene.
In recent years, JD.com’s home appliance channel strategy has been accelerating. Due to the development of the concept of 'unrestricted retail', nearly 8,000 Jingdong home appliance stores were opened in county towns and villages in 2017. By the deadline, JD’s home appliance stores have covered 100% of the nation’s total. There are 25,000 townships and 600,000 administrative villages in the provincial administrative region. Channel sinking has brought a concentrated regional consumer group to Jingdong. Since consumers have word-of-mouth communication capabilities, Jingdong launched the 'King Umbrella' program. 36 commitments provide users with more practical guarantees. Regardless of pre-sale, after-sale and after-sale services, there is a service response system that allows users to trust the products that Jingdong sells. This is also Jingdong's correct decision in the retail reform environment.
The introduction of 'JD.com's home appliance super experience store' also explained the concept of 'unrestricted retailing'. It covers household consumption with household appliances as the core, and it replaces the traditional selling mode with vendor-based merchandising and sales. In addition, more attention is paid to the sense of experience and freshness that consumers need. Consumers will no longer be tempted by the forced sales of traditional home appliance store promoters. They can truly experience and enjoy according to their own needs. Satisfactory products, consumers can easily purchase, and enjoy Jingdong's low-cost and high-speed door-to-door service across the entire network, experiencing the convenience experience brought by unrestricted retail.
The typical case of JD.com's home appliance opening empowerment strategy in 2018 will completely break the boundaries between the self-operated flagship store and the open platform 'brand flagship store' on the JD.com platform, and will be sold by all JD.com self-operated and third-party platforms. The brand's products will all be displayed in the only official flagship store, allowing product, traffic, marketing, advertising, fans and sales of all resources to better focus on the brand, achieve full empowerment of brand owners, and form 'self' Camp + Open Platform's store model. Consumers can see all the products of the brand in the same store, whether the self-operated product or the third-party merchant product is also clearly marked, and the purchase experience is undoubtedly better.
Ma Yun proposed the concept of new retail at the Yunqi Conference in October 16th. He pointed out that the traditional retail industry has been affected by the e-commerce Internet. In the future, offline and online retail will be deeply integrated, coupled with modern logistics services. Businesses make use of big data, cloud computing and other innovative technologies to form the concept of future new retail. The era of pure e-commerce will soon be over, the form of pure retail will also be broken, and new retail will lead a new business model in the future.
Suning founder Zhang Jindong also said that the future is the era of smart retail, the online and offline borders will become increasingly blurred, and competition will return to the nature of retail. He said that any company that wants to be a long-term business must have Deeply cultivate and develop its own core competencies, grasp the nature of the industry, master advanced cutting-edge technologies, grasp the trend and build the advantages of leading industries, so as to serve the consumers well and win the market.
From the above, we can see that for the new development of the retail industry, different companies have unique ideas. However, at the end of the day, the retail industry will have a collaborative situation of online and offline collaboration. Whether it is once a large-scale distribution of offline retail channels Business is still like Jingdong, Alibaba.com. This way, companies that have expanded channels from traditional e-commerce firms are tightly gripping the two lines.
At present, Jingdong is using home appliances to lead the development of the industry, and through the 'Unrestricted Retail' to change the existing new retail structure. The coordinated development of online and offline will effectively provide convenience for Jingdong itself, customers and settled merchants. Jingdong's online offline Circulation is also forming pressure on traditional offline e-commerce companies such as Suning and Gome. In the future, it will form a trend of many horns.