Along with the case of horse mode, super species, millet home and other new retail business appearance, all kinds of unmanned shops, unmanned racks, self-service payments and other new retail innovation technology is also rapidly emerging.
The author thinks that the change of new retailing must revolve around three dimensions: consumption change, technology change, market environment change.
From the perspective of consumption change, the change of retailing is always around the development of productive forces, centering on the consumption changes in different periods, reconstructing a new form of retailing to meet the changing consumption demand.
The current consumer market mainly presents the following five characteristics: consumption stratification, small market, personalized demand, the impact of community, the purchase of convenience. To purchase convenience as an example, although Jingdong, Taobao and other services to provide the next day, but can not meet the needs of people to eat, fruit, and so on demand, so the original life, Hungry Mody and other local life service platform has sprung up. The original Life network for consumers, including fruits, vegetables, poultry, snacks, drinks and other raw products such as fresh.
The company's official website said that the platform's fresh distribution covers 109 cities nationwide, room temperature distribution up to more than 550 cities, nearly 3 years of annual sales growth of more than 300%. From the perspective of technological change, technology has already been the main impetus to promote the development of the retail industry.
It is precisely because 20 years ago the development of the Internet, information technology, promoted the rapid development of the chain retailer industry, and achieved the development of Wal-Mart globalization.
Now, with electric cars, automatic driving, robot delivery gradually mature, these technologies will greatly reduce logistics costs, improve logistics efficiency. Box Ma Xian Health general manager Zhang Guohong has said: ' Through data-driven, so that online, offline and modern logistics technology complete integration, to provide consumers with 30 minutes of speed delivery.
' The author thinks that with the decrease of logistics cost and the development of communication technology, a new marketing model of warehouse separation will be developed rapidly, the current manufacturers, channel dealers, retailers three sets of inventory to do a business marketing model, will occur for a set of inventory to do three sets of business.
The function of the store may be mainly display, experience, community, no inventory, the main product will be achieved through home mode. From the perspective of market changes, any change, ultimately, to match the market development environment.
Market competition is always the ultimate driving force for retail change.
The current retail market competition has been very fierce, online convergence has become a consensus, more new business is also being added. Not only domestic enterprises, some foreign enterprises in order to adapt to the Chinese market, but also make some adjustments.
Germany (Vorwerk) Group Temial know Chun division in charge of China Gao Ting told the author, the company's new smart tea machine in the marketing will be adopted online under the integration of the way.
Temial know Chun in China's first experience shop has recently settled in Shanghai, in addition to temial a full range of products, Fauvic group including the treasure, beauty products and other household appliances brands will also appear in the experience shop. The change in the new retailing cannot be just a part of the retail chain to think about change.
The innovative practice of new retailing needs to stand at a higher altitude, look to the future macroscopic market development angle, comprehensively grasp the whole industry chain change angle, more accurate insight into the non industry impetus factor brings the important influence angle to ponder the new retail change.
The author believes that only a profound understanding of the changes in consumption, technology change, market environment changes in the relationship between the three can be invincible. New business continues to join | What is the impetus for new retail change