Recently, the 'China Retail Digital Innovation Conference' was held in Shenzhen. During this period, Xie Jian, President of Red Star Macalline asked five dialog guests, and whether traditional retail should be stationed in Ali and Tencent. No one answered directly, but Sanpower Zhu Wei, the CEO of the retail industry group, expressed his sincerity. He said: “At the moment, not standing in line is not the most important thing. As an industry head company, the first thing to consider is how to deal with consumer changes and do it well. more important' .
In fact, although Alibaba and Tencent have taken the initiative in new retail sales, the pattern of new retail is not finalized. And as the concept of new retail is becoming increasingly clear, traditional retailers gradually explore the third place outside of Tencent. road.
Ali, New Retail Shows New Development After Tencent Harvest
As a young man who has just spent the first year, he has already shown a huge amount of blue-spots in the incremental market - 'New Retail'. Tencent and Ali have already started a round of battles. This direct result Yes, the industry has entered a new stage of development.
1, Ali, Tencent tightened, resulting in shortened new retail track
In the new retail layout, Alibaba borrowed the power of Ma Xiansheng and Yintai to instigate Sanjiang Shopping, RT-Mart, Nanjing Central Shopping Mall and other retail 'battle groups'. In February of this year, they took a share of the home and clearly identified themselves as the second largest shareholder. Launched a home improvement “new retail” trial; Tencent later launched an “intelligent retail” strategic layout with an open letter. Since this year, Express has signed Yonghui Supermarket, Carrefour, Wanda Commercial, Backgammon, Haicang Home, China Resources and other partners. The war quickly spread to the entire retail industry.
As the old saying goes, “The boss and the second child fight, hurt the youngest, died the oldest four”, the new retail dispute between Ali and Tencent, the most direct result is the day of the traditional retailers’ half of the sea and half of the flames. They witnessed Parkson, Martha, and Beichen Shopping Center Asian Games Village shopmates closed down while they were worried about their 'holding the map of the old world and could not find a new world' and were finally abandoned by the times.
Of course, Ali and Tencent’s attack on the city is slightly accelerating the pace of traditional retail embracing “new retail” while also making the new retail track “shorter”: with the disappearance of online dividends, rising operating costs, and changes in people’s spending habits. With the gradual maturation of related technologies such as mobile payment and visual identification, the era of comprehensive new retail is accelerating, leaving less and less time for traditional businesses that are still hesitant on the road to new retail transformation.
2, Tencent, Ali, does not mean that there is no other gameplay
On the other hand, although the giants have reached a peak, the more real fact is that this year’s big cake of 36.63 trillion yuan, even capital giants such as Ali and Tencent, are unable to swallow it. According to data from the first half of 2017 of the Kadu Consumer Index, the total market share of the top ten retailers (hypermarkets, supermarkets, and convenience stores) is less than 40%, which means that the Chinese consumer goods retail market is showing up. The situation is 'big and scattered'. In the words of Wang Buqin, Chairman of the Backgammon Group, 'the concentration is very low, and the scale of the hundreds of billions is the boss.'
So we saw Xiaomi’s chairman Lei Jun claiming that “Mill's House had more than 15.7 million passengers in line stores in August last year. The average monthly sales of single stores was 5.19 million yuan. The year’s Pingyi was second only to Apple’s retail stores. 270,000 yuan '. Similarly, using the music language of the 'New Kellogg Model', the company has more than 2,000 stores nationwide and has opened more than 100 music language Brookstone stores, and has created a single store's highest year-on-year growth of more than 200%. , From Alibaba, Tencent to establish a new retail banner.
At a summit in January this year, the backgammon king used a metaphor. 'I feel that Ali's new retail is an Apple system. You are playing alongside in his closed system; Tencent feels a bit like Android, and everyone plays it differently. ' The biggest difference between the two systems is revealed: Ali Qiang intervention, strong control; Tencent, is outsiders believe that the lack of deep-willed willingness to retail, can provide offline retailers with a relatively light oppression of the competing relationship, but this loose type Union mode, whether it really can shake up the transformation of the 'new retail' of traditional enterprises is not yet certain. Therefore, retailers are not only 'choose one' choice, they have the opportunity to exert their own unique advantages to form the 'third' led by themselves. Camp'.
3, heavy rain, small business has become a new way of new retail transformation
There is also a special phenomenon in this process: The obscure small businesses in the past suddenly emerged rapidly, and with their flexible characteristics, they used their own way to create a new retail road that is different from the hypermarkets. For example, it was established for 3 years. The legendary freshman won the 200 million yuan round A financing from Sequoia Capital, with a valuation of more than 1 billion yuan.
Other unmanned convenience stores, unmanned shelves, no-person noodle shops, and unmanned cafes are surging, quickly becoming complementary to retail channels. Foreign giants such as Wal-Mart, Metro, and Carrefour have joined the ranks of small businesses. Jingdong Convenience Store Needless to say, is using another mode of small format to smuggle various types of small stores in China's third- and fourth-tier markets. The capital side has not stopped and has made bets, such as real money capital invested in sweeping goods, CityBox , Hami box, Ley cup of coffee, Ji Xiaolan, first-class interconnection and a number of start-up companies.
The small business has already become a hot spot for offline competition, and has grown into the most promising and most lively business model.
In this way, Ali and Tencent, together with other new retail players, seem to have a good show of 'Romance of the Three Kingdoms.' Although those players who are not standing in the team seem to be disorganized, almost all of them are like a dominant player. For those retailers who did not want to be forgotten, they suddenly discovered that through their own exploration, they could also find new windows for retail. In the process, they united upstream and downstream to face Tencent with a 'joint open' trend. Ali's 'erosion' also became The most sensible choice for an unscheduled retailer. So the oldest slogan in the Internet ecology: 'Open' was put on a new retail table.
'Open' has come, Alibaba. What's new retail gameplay outside of Tencent?
Although opening up has become a new topic for retailers, how do you do it?
In fact, just as President of the P&G Greater China Media and Brand Operations, E-commerce President Xu Min said at the 2018 China Retail Digital Innovation Conference: 'P&G is very much looking forward to working with retailers to do three things: data sharing, scenario building. And marketing innovation; we hope to break the island of data, and look forward to working with retail partners to inject new momentum into the new consumer and new retail era. 'Ali, retailers other than Tencent can open such three cards.
I. Data Open, Upstream Business Intelligence Enabling
Although retail enterprises have data on payment and product sales, these are only the 'results' data generated by the user's purchase behavior. However, for the collection and processing of other user data, they need to be filled.
Therefore, retailers need to use tools such as big data to gain insights into the needs of consumers, and to create a more comprehensive and comprehensive picture of consumers is the time to do it. Specifically, this includes three things:
1, people, goods, reconstruct the three elements of the market. Hypermarkets, convenience stores are tangible fields, e-commerce is an intangible field; and applications such as mobile payment, big data, etc., transform the 'field' Plasticity will also improve the efficiency of commodity circulation and user demand satisfaction, such as Starbucks Workshop, Boxma Freshman Mode, etc.; and New Retail can also convert 'goods' into on-demand 'digital goods' without hoarding, and the entire value. Chains move from supply chain to digital chain, people, goods, market to digital consumers, supply on demand and online and offline consumption scenarios.
2. Accurate retailing through consumer dataization. From head-end merchandise to long-tailed merchandise to personalized merchandise, from product management to customer operations, data has made the era of precision retailing come. Past chain retail cannot know the individuality of consumers. Purchasing behavior, so only standardized replication, the formation of 'one thousand shop side.' And the new retail through the big data to form a user portrait, can do more than customers understand themselves, so as to meet the individual needs, to achieve 'thousands of thousands of shops'. The music language analyzes the consumer's preference for the product through the 'customer data collection and service system'. Through the layout of the 100-person buyer group, it visits 28 countries and collects smart new exotic products that consumers love. Satisfy the consumer experience needs.
3, Store dataization improves operational efficiency. In addition to portraying consumer portraits, data can enable stores to achieve smart retail, through the number of visitors to the store, number of experience, number of transactions, conversion rate, growth rate, inventory and cash turnover, and human efficiency. The processing of core data such as Pingyi, revenue, and gross profit leads to operational problems or improvement methods; while Leyu adopts data to optimize the product category, supply chain, and channel to improve its supply chain competitiveness. , greatly improving operational efficiency.
Second, the scene is open, the depth of the complementary scenes
Channels under the line have the opportunity to create more scenes and have more opportunities for deeper experience. If you keep on staring at the shopping scene as before, it is undoubtedly a waste of resources. If retailers create more content for consumers, create A shopping scene that satisfies the social needs of consumers, or creates a playground-like scene of family fun consumption, not only allows consumers to consume products, but also allows consumers to consume various contents, allowing them to have more contacts with consumers. , It also makes retail contacts more full and rich.
Boxama Fresh's 'F&B + Shangchao' and Leyu's 'New Qile Experience + Consumption' is such a model. Musical language is combined with the Sankei group's more than 50 years old Brooklyn brand, and begins with the creation of category ecology. The operation of communication products is transformed into a multi-category operation of “Mobile Phone + Xin Qi Le + Miao Health”; on the other hand, from the simple 3C consumption, to the experience of Xin Qi Le products, to the management of great heat, the integration of scenes is carried out. The active exploration of product phrases such as product optimization, channel innovation, and scene integration has also resulted in improved customer flow, higher sales, lower operating costs, and a reconstructed product ecosystem. This has also made music language a contrarian trend in China's 3C industry. Growth and large-scale business establishments.
III. Operational cooperation, cross-border marketing and smart operation
Cross-border marketing is a cross-border such as Belle and Uncle Tong. A good IP has great commercial value. It can quickly attract public attention, so when an IP and physical retail industry are combined, it can bring real profits. It seems that It's 'reasonable in reason'.
The Brookstone' Aegean Store in Beijing has seven world-class VR entertainment devices, more than a dozen game devices, and thousands of mobile phones around the world. The new exotic and smart products are very surprising. Music language is similar to 'Disney'. The same 'smart hardware' play IP, let the shop's customers want to play, play, and play for a long time, then buy more.
Of course, the deeper still is the operation above ecology, such as the extension of smart TVs to smart homes to home health management, and when we put this new retail operation into an ecological one, we will find that This is a very worth exploring direction.
The 'mice health' of music language is such an ecosystem. It has a wonderful health app with 30 million registered users. It focuses on 'health management' and has become the best way to communicate with customers - because customers may refuse to sell products and promotions to him. , but it's hard to refuse to give him free health management. By linking the user’s health, blood pressure, blood sugar, and 'healthy consumption', such as 'new health hardware, new electronic health products', users can be attracted to the store. .
In short, the retail reforms resulting from the reverse traction of consumption upgrades make it impossible for traditional retailers to run, and only joint openness can produce greater 'fruits'.