With the impact of the online economy on the offline economy, traditional home appliance chains, specialty stores, and supermarkets are facing new problems such as reduced passenger flow, erosion of trading volume, and model transformation. The new retail ideas seem to be ' The traditional channels of ignorance have brought new dawn, and attempts to experience consumption, new scene retailing, cross-border integration, and home appliance stores have introduced a whole-package model.
Channel passionate scene
In mid-August, China National Grid reporter visited the home appliance chain store in Beijing and found that it was undergoing a transformation in full swing. In addition to the intrinsic home appliance brands, a large number of home brands including Boloni, Zhibang Home, and European Cabinets were introduced, in an effort to use this traditional home appliance. The store promotes the concept of the whole kitchen, whole house customization and so on.
Home improvement counter in renovation
Since 2016, some traditional home appliance chain channels have begun to promote new retail landscapes, including the use of 'new scenarios' to introduce more new business development models. They believe that in the context of upgrading consumer demand, the creation of the scene will become The retail industry reshapes its focus, and 'home appliances' and 'casual entertainment' will become two major scenarios that support the development of physical chains.
In the store visited by the reporter, a water heater brand shopping guide told reporters that the current home appliance and home business counters in the store are still 'decent cabinets', but consumers can buy from home appliances to furniture in the future. All the products needed for fine decoration, from cabinet to soft and hard, will greatly facilitate consumer demand.
The Panasonic counter, which used to be a digital product, has now introduced a full range of kitchen and bathroom products, and presents a simple scene of the kitchen and bathroom space in the store. The 'elderly machine' smart toilet for the elderly and the disabled. The pedestal, the folding storage shower aid, and the humanized kitchen storage cabinet and the smoke stove wash, micro steamed products have everything. Panasonic shopping guide told China National Grid, 'In addition to selling kitchen appliances and bathroom products, Panasonic can also be used for consumption. Provide the overall decoration design. If you purchase a full range of renovated cabinets and appliances from the kitchen to the bathroom, the cost is between 100,000 and 200,000.
Panasonic's kitchen and bathroom space customization
Coincidentally, in April 2018, Galanz opened a comprehensive upgrade of the 3rd and 4th line stores, the main purpose is to create a scene service space, Galanz kitchen electric charge Wang Xinbiao told China National Grid, 'We spend millions of dollars to kitchen and The ideal scene of the living room moved to the store, attracting consumers into the store and giving them the feeling 'This is the living room/kit I want. In addition, we also work with local decoration companies to provide consumers with House renovation plan. '
And many home appliance companies, including Fangtai, Boss, Midea, Vantage, etc., regard this scene trend as the path of future storefront or counter development.
In the store, the merchants also introduced the 'Chicken Battlefield' and other 3C digital sales areas, moved the game hall and the live broadcast room to the physical store, and sold the game discs and other products in addition to the digital products.
The 'eat chicken battlefield' of the store
New area for game discs
Immediate 3C product sales area
Straw is not saving lives
but, For the straw marketing of the scene marketing, the evaluation of the industry analysts is not high. Wu Xianjian, deputy secretary-general of the China Household Electrical Appliances Business Association, believes that the so-called scene marketing is only a transformation in the development of the retail industry. It's not the whole of the new retail revolution. 'In fact, the scenes that the merchants are currently presenting can only be used in the sales process, and now the biggest problems facing the channels including specialty stores, home appliance chains and stores. Yes, customers don’t come to the door. Winning traffic portals is more important than scenario marketing. '
Wu Xianjian believes that the essence of retail is service, and the scene is only a small aspect, 'how to divert, how to interact with users, how to achieve follow-up services, this is a reasonable assessment of the complete retail chain. And the scene is just a coat The change, the enterprise pays too much attention to the creation of the scene, put the scene marketing in a high position, I think the cart is upside down.
He pointed out that the core of retail is the business-to-user service, the word-of-mouth operation, and the service that provides the consumption and sales stage, which is 'this'; and the prominent scene marketing is only the 'end'.
'Now the traditional retail channels are generally difficult, everyone is constantly exploring effective models. But the current new scene, in some sense, is more money, the counter is built more beautiful, there is no real soul. And in the appliance store to introduce home Or the whole company, it is really not a new invention. Now the 'new scenes' mentioned by these merchants, the home stores such as Red Star Macalline already existed, everyone just took a short board to add another short board. This kind of hardware The change in matter is too shallow. How do you call it a 'new scene'?'
Wu Xianjian believes that the 'new scene' in the true sense must be a 'scenario' that is rich in technology and wisdom, and can reflect consumers' new demands for comfort, health and intelligence. 'As long as it can interact with users, it is a new scene. Not only in the store, but also in the high-speed rail station, where there is a passenger flow, it is the place where the new scene exists. Now the so-called 'new scene' is only a patchwork to the previous tinkering, and there is no strange circle of the store thinking. '
'Observing these 'scenarios' marketing, you can find that in fact, the store is beautiful, the investment is large, but there is little interaction with the customers, the customer does not come to your door, the posture is beautiful again. 'Wu Xianjian concluded, 'currently The entire retail industry is indeed in a temporary difficult period, and everyone is under pressure. The traditional advertising model has encountered bottlenecks, and various activities have become less and less effective. I believe that there are only two ways to obtain long-term customers. It is to strengthen cooperation with different industries, share passenger flow, and the combination of home appliances and home is a way, but it is far from enough. Second, retail enterprises must take the road of science and technology, even if they spend money to cooperate with retail technology companies, ask them Assign yourself a certain source of customer and get a new way of interacting. '
In Wu Xianjian's view, the new scene of the retail industry should be full of scientific and technological texture. 'For example, to create a user portrait, the customer will stop at the store for three minutes, and then start to perceive the customer information, and pass the information to the shopping guide, the customer's shopping, Recently, the keen product search and other displays are displayed, and customers are invited to walk in. Once the customer reaches your range of 500 meters, they must start interacting, such as sending text messages, promotional information, etc. If there is no such new technology application, the store is still 'dead'. The scene on the tall is just to make the customers in the store shine. It is good for the formation of sales, but it has no effect on the passenger drainage.
Wu Xianjian believes that in the application of the new scene technology, the traditional chain channel is still a little bit worse. And Jingdong, Ali, and even Tencent, who got up in the e-commerce, have done a good job. For example, in the new scene construction, it has a demonstration effect. The sound transmission technology is relatively mature in terms of passenger drainage, and the technology content is high.
The China National Grid reporter consulted the so-called 'Thousands of Miles' technology, which refers to the upgrade of offline operations through big data, relying on omni-channel big data analysis to achieve accurate individual marketing and personalized services. At the same time, the clerk relies on Internet tools, just right. Guide and realize the consumer's shopping needs.
In practical application, we have seen such an example. Wang Yemeng, a sales agent of a chain brand in Xi'an, saw the customer in the product classification through the Qianlisheng system. Mr. Yuan recently browsed some products on his online shopping page. However, it was not purchased, so the customer was called back in time. It was learned that the customer was preparing to purchase a batch of TVs for the hotel, and the customer had already inquired with the local TV dealers and other chain stores. After mastering the customer demand, Wang Yemen made an appointment. The customer arrives at the store to perform the service. After the customer arrives at the store, the store manager serves as the receptionist, leads the customer to select the TV products that meet the precise needs, communicates the price with the bidders, and communicates with the procurement channel to obtain lower prices, and in the product function, logistics and distribution, After-sales installation, product warranty service, and ultimately facilitated the transaction.
Although some consumers think that 'Thousands of Voices' technology is suspected of harassing the phone, there is no denying that its economic benefits can not be underestimated. After one year of online service, its service exceeds 10 million people, driving economic benefits of about 4 billion. Yuan. Wu Xianjian believes that 'Thousands of Voices' is just the beginning. In the future, more companies will use artificial intelligence, big data, VR/AR technology, face recognition to create more convenient and accurate consumption scenarios.
Image from 'Retail Star Planet' - Visit '茑屋电器卖场'
Wu Xianjian believes that traditional retail enterprises should focus on the construction of 'big scenes' in the future. 'A few years ago, I visited the Japanese squatter appliance store. Their idea is to put the appliance store into the cultural life space. In the middle, it is a complex, including catering, entertainment, and leisure. For example, they introduce kitchen appliances, which is to let consumers see the actual use of various kitchen appliances. Many mothers bring children to practice cooking every week. The fun, stay for a whole day; for example, they sell beauty appliances, they will let customers really try every kind of equipment, do their own head type, you can also buy cosmetics; next to the refrigerator is a bookstore. Although it is called appliance store, but it It brings together coffee shops, food stores, daily consumer goods areas, and even consumers can come to read or rest. Their approach is to use high-frequency consumer goods to drive sales of low-frequency home appliances. Currently, this method is also being studied in China. In addition, Japanese retail companies also Using various scientific and technological means to build different consumption scenarios for consumers.'
In a word, where there is a passenger flow, it is the use of new scenes!