In the past year, the 'new retail' based on the Internet has gradually entered the consumer's field of vision. The so-called 'new retail', that is, enterprises rely on the Internet, through the use of advanced data such as big data, artificial intelligence, etc. The production, distribution and sales processes are upgraded to reshape the business structure and ecosystem, and a new retail model of online services, offline experience and modern logistics. The 'new retail' emphasizes online and offline The integration of the sales service experience, rather than the online and offline opposition to each other. Under the 'new retail' wave, Changhong Air Conditioning fully leverages its online e-commerce sales service advantages and offline multi-channel physical stores The experience advantage, combined with the strong promotion of Changhong Life Museum, two-line collaborative test water new retail.
Under the background of 'new retail', the trend of channel integration
In the context of 'new retail', the value of physical channel providers has become increasingly prominent. The advantages of geographic location, scale, and user traffic are attracting the attention of online retail giants. They look forward to reducing costs and increasing revenue through cooperation with physical channels. Improve the effectiveness of cost use. At the same time, physical channel providers can also set up their own in-house stores, member stores and other emerging retail store models to solve problems such as insufficient coverage of their own scenes and insufficient stores. At the same time, online channels have Quick response, good interaction, etc., the integration of online and offline, tends to save operating costs, and achieve two-way drainage.
New Changmei Smart Life Pavilion, building a new retail model
On the occasion of the 'new retail' storm, the traditional home appliance manufacturer Changhong took advantage of the trend and launched the revitalization strategy of Changmei Life Museum, with the core of “entity retail store + e-commerce + mobile internet”, through the integration of online and offline To realize the seamless connection of 'people + goods + field', establish a new retail model - New Changhong Meiling Wisdom Life Museum.
According to Yang Jun, general manager of Changmei Store Operation Platform, compared with the previous Changmei store, Xinchangmei Smart Life Museum has a new definition and upgrade, namely six new models: new SI image, new product Category, new business model, new business model, new management model, new support policy. Introducing smart stores, smart products, intelligent experience, traditional monopoly in a more Internet-oriented, smarter, more value-added form The store's operating model is fully innovative and beyond, allowing customers to survive and behave better, gaining broader development space and profitability.
The new retail ideas of Changmei Smart Life Museum coincide with the new retail strategy that Tmall is currently pursuing. Ye Guohui, general manager of Tmall's new retail division, said that Tmall's new retail can be understood as a comprehensive market for people driven by big data. Reconstruction. The two changes made by Tmall's new retail is to let a store get rid of the geographical restrictions to become a business, and become a 7×24-hour store; in addition, let the store operate very professionally and deeply, and the member must be the brand. My own assets, not the personal assets of the shopping guide. 'Because only in this way, we can organize the way of operation, let the brand good content, goods serve consumers, this is a part of our future. ' Ye Guohui said.
The Changmei Living Museum has 5,000 stores, either in large communities or in commercial streets. It is a golden shopping port, has user traffic, can achieve good product experience scenarios, has professional shopping guides, and has perfect Logistics and service system. Especially the prefecture-level and county-level stores, goods, people and cars are in the physical store, in the last mile distribution of home appliances, even more efficient and more efficient than e-commerce Good experience.
Changhong Tmall cooperates for the first time, Changhong Air Conditioning Test Water New Retail
In the coming Tmall 'Super Collection Day' event from August 6th to 8th, Tmall and Changmei Life Museum will hit it off. With the support of Tmall platform, Changmei Life Museum will try for the first time. Online O2O seamless docking. Users can go to the Changmei Life Museum store to test the product experience, and order the online store to complete the purchase. On August 6th, the live event will be online. The preferred way to let online users complete the product experience more realistically and make better product purchase decisions. At that time, the physical channel dealers will also complete a leap in cross-regional sales, realizing the transformation from traditional retail to new retail. .
Analysts pointed out that e-commerce has provided a useful supplement to traditional offline channels, because it breaks the physical and space constraints and expands the boundaries of sales. 'New retail' is undoubtedly the future direction of retail, Changmei Living Museum' The seamless docking of people + goods + field not only realizes online and offline integration, but also enhances the user experience, which will further activate the enthusiasm of the business.
In the future, Changmei Life Museum will explore and try more online and offline O2O channels, allowing merchants to stand in the 'new retail' storm and create higher business value for customers.