Recently, there is online news that Carrefour will completely withdraw from the Chinese market. On August 6th, Carrefour responded to the 21st Century Business Herald reporters and said that they have not withdrawn from China. Carrefour stores are operating normally. The news is January 23 this year. Announced on the day, Carrefour and Tencent Yonghui signed a re-promotion of the potential investment agreement announcement. Carrefour said that the company will always adhere to the multi-channel collaborative development strategy. For this 'old news' repeatedly concerned and hyped, said that does not understand.
According to Carrefour, after the new retail map of the 'Tencent Department', Carrefour's attempts to launch new retail smart stores were carried out smoothly. In May this year, Carrefour opened the first 'Le Marche' wisdom on Shanghai Tianshan Road. Life retail stores, marking Carrefour began an important step in digital transformation. The smart life retail store focuses on catering, fresh, imported goods, is a WeChat payment smart retail flagship store. August 6, Carrefour to the 21st Century Business Herald The reporter revealed that the renovation of the smart stores in Shenzhen and Shenzhen will be carried out smoothly this month.
In fact, one of the contents of the Carrefour 2022 transformation plan released by Carrefour in January this year is to increase e-commerce investment. According to the plan, Carrefour will increase its digital investment to 6 times now, reaching 2.8 billion in the next five years. Euro. 2022 years ago, the company's online food sales will reach 5 billion euros.
'Exited' The Chinese market is a fake, but it is an indisputable fact that the battle for the new retail map represented by the Ali Suning and Tencent Jingdong is an indisputable fact. In fact, the repeated rumors of speculation are also the performance of the two sides.
Two factions
Traditional retailing has triumphed over the past decade, but at the same time, development has entered a bottleneck period. The physical expansion model is limited, and the mode of growth through promotion has been limited in established systems. Traditional retailing is difficult to break through the inherent development model. On the other hand, electricity Business development has also encountered certain bottlenecks. The number of online shopping consumers has become more stable, relying on a simple growth model. The e-commerce with capital advantages have entered the traditional retail, and new retail has emerged. can.
As a representative retailer of traditional retail, Carrefour is already in the new retail team. In early 2017, Ali completed the privatization of Yintai. It has signed Shanghai Bailian Group, and has invested in Shanghai Lianhua Supermarket, Fujian Xinhualian, and heavyweight. The company's shareholding in Gaoxin Retail (Dalongfa, Auchan), investment in the home, quickly completed the construction of new retail map. In December 2017, Tencent officially entered Yonghui, began to follow Ali's intensive retail sales. Quickly expand the battlefield, Formed a collection of Wal-Mart, Carrefour, Hongqi Chain, Zhongbai Group, BBK, US Mission, Daily Fresh, Tianhong shares.
Ali is the new retail echelon, attaching importance to the 'imperial system' integration, forming a system advantage; Tencent is inclined to 'federal system', leaving the company itself with more room for independent development.
'The new retail has been proposed for more than two years. There are still some rhetoric about its specific explanation. The overview can be understood as the use of new Internet means, big data thinking for the integration of traditional retail and e-commerce, to achieve the development of business capabilities. Today Ali Tencent's two camps have been formed, and will continue to exist in the long run, competing with each other. 'Guangdong Commercial Commercial Investment Association President Huang Wenjie told the 21st Century Business Herald.
'Ali takes a deeper involvement in new retail, a comprehensive intervention model. Tencent is more inclined to capital intervention, less ownership intervention. In the short term, Ali's achievements are slightly better than RT-Mart's new retail transformation path. However, the long-term development trend is still uncertain, and long-term competition will become the main theme. 'Retailer in the field of retail, Hu Chuncai, founder of Shanghai Shangyi Consulting, told the 21st Century Business Herald.
The competition between the two giants has also become a common form of retail ecology, like Coca-Cola and Pepsi-Cola; McDonald's and KFC. For new retail, the bottom line is still data, standardized analysis of people, goods, and fields. For example, Perform big data analysis on consumers to obtain accurate portraits. Standardization attempts to help customers better purchase through the boxing of products and new quantitative methods.
'The new retail transformation of people, goods, and field is currently slightly ahead of Ali, but Tencent is also developing smoothly. It will not be a problem to catch up in a year or so. In the new retail competition, efficiency is fundamental, at a lower cost. In a shorter period of time, digitalization of goods can be realized, and higher efficiency can be mined. The level of 'people' is tracked through customer insights, and images are accurately marketed. The supply chain is digitized internally through the store. . Hu Chuncai said.
Retail change
Traditional retail has been pursuing digital transformation for a long time. For example, RT-Mart, which has made great achievements in physical retailing, tried to do its own third pole and independently carried out new retail transformation, but it ended in failure. It originated from the traditional retail field Matthew effect. Great features. Retail physical costs are high, the difference caused by price differences is far less than the impact of e-commerce. It is more difficult for physical stores to cut into e-commerce. In contrast, Internet e-commerce with strong capital power has more reverse penetration. The ability. At present, the development of new retail has actually achieved certain development. ' Hu Chuncai said.
For example, box horses are 4-5 times more efficient than traditional retailers, completing a three-kilometer range of radiation, complementing the traditional retail radiation range. 'The most important physical node of retail, traditional retail has basically occupied. These have become new retail The practice of realizing business growth and the business foundation. Based on the original retail approach. The new layout of every 4000-6000 square meters of shops, shortening the core radiation range is different from the tens of thousands of flat stores that have been developed in the past ten years. In the past, the supplement of the big store. ' Huang Wenjie analyzed, 'just like the aircraft carrier needs to cooperate with the battleship, the cruise ship formation system, similar to the aircraft carrier cluster. Retail stores are also divided into sizes. At this stage, the new retail field is more concentrated in the medium-sized ship. 'The development of the future, the radiation range is smaller to 500-1000 meters, the convenience store with a smaller footprint, the small supermarket will also become the main battlefield.'
It is worth noting that Alipay is good at data analysis and deep digging, which can effectively push the product information for consumers, thereby improving the efficiency of the store, extending the effectiveness of the customer group and the transaction amount, thereby enhancing the shopping experience of the new retail.
On the other hand, the advantage of the new retailing effect makes the rental affordability relatively high, which is welcomed by the owners. This makes the location gap with traditional retail.
In addition to changes in the efficiency, radiation range, scale, and site selection, new retail also brings fresh blood at the supply chain level.
To a certain extent, through the re-construction of the industry, the new retail makes Shangchao out of the development dilemma of relying on suppliers in the past, forming a system of logistics and distribution. 'In a sense, the system supply chain is reorganized, with more The characteristics of concentration, it seems that the traditional retail competitors may gradually move toward convergence.
In addition, the supply chain digitization, standardization, personalization, and sales convenience have become a major feature. 'Classified packaging, high standardization, suppliers also face product design, assembly, specifications, quantity, etc. A new challenge. A simple example, in the past, Supermarket milk 500ml, 1000ml for the mainstream to adapt to more individual or family needs, and with the deepening of new retail practices, such as 750ml packaged milk distribution has gradually increased, The aim is to solve the demand for digital management around different consumer consumption characteristics. It can be understood as the transformation of retail from production convenience to sales convenience. 'Hu Chuncai said.