Bestseller Liu Dongyue: Digital Management Of Store Goods

In August 2nd, at the 2018 thought retail Digital Service Conference, Liu Dongyue, director of retail smart retailing, delivered a speech entitled "digital pformation of bestseller stores".

He pointed out that he hopes to make more connections with consumers by digitalization of consumers, digitalization of goods, digitalization of shopping guides, digitalization of stores, and personalized service to consumers, which is to make more money.

For the interior, it is hoped that digitalization can improve some operational efficiency, that is, less work.

It is reported that the theme of the conference is "empowerment".

The main forum and sub forum of digital scene, digital marketing, digital supply chain, digital retail service docking, cross-border electricity supplier service docking will lead enterprises to understand the direction of evolution.

The following is the record of the speech:

Hello, everyone. I am Liu Dongyue. I am very honored to have the opportunity to share with you here.

The pformation of stores in digitalization.

Group Introduction

Every time I tell you that I am from the bestseller, the first question I ask is whether I can discount a taxi or not because we are from.

A company founded by POVLSEN family in Denmark in 1975.

China is not a European or Danish subsidiary. We are a completely independent company. There are two Danish founders, DAN FRIIS and ALLAN WARBURG, each of which own 50% stake.

Bestseller stores in China use a full direct camp mode, with nearly more than 7200 retail outlets and nearly more than 500 outlets for Les.

Two. Digitalization of store goods

Here I would like to share with you some of the things we are actually doing.

O2O store delivery, this scene is used to everyone, everyone is doing.

In 2015, we realized the overall inventory, online and offline inventory, so that consumers would come first and first come from any channel.

A seemingly simple O2O delivery, the back-end needs very complicated O2O support from the middle stage. In the more than 20 different systems of the OMS OMS system and the company, it has made deep integration through ESB. Every day, the OMS system does a lot of orders, orders, dismantling, routing and shipping through the algorithm, so as to continue to improve the performance of OMS continuously, and at the same time, add more new business scenarios of all channels.

As a fast fashion shop, due to Limited store space, all goods can not be placed, naturally there will be a shortage of broken codes. The general shopping guide says that the money can be paid in advance from other stores, or if you can replenish the goods, replenish the goods and inform you to buy them. No matter which way it is, it is better to pform the consumers immediately, and there is a risk of potential sales loss.

In order to solve this problem, we went to the WeChat scan code purchase. When there was a shortage of code, we guided you to take out WeChat to sweep the two-dimensional code on the product tag, let you pay attention to the public number, jump to the details page of the merchandise directly, and help the shopping Guide to calculate the sales performance by entering the employee number of the shopping guide.

This scenario is a seemingly simple scenario of 4 years ago (2014) and WeChat's open platform development, but the annual sales increase to the company is around 250 million.

At the same time, this scenario helped the public sign about 3900000 fans.

It seems that a simple scenario needs a lot of back-end IT support, including offline access under members' online, offline online inventory, and open order.

Three, digital shopping guide

Before 2015, the shopping guide was mainly for sale. In 2015, it began to shoulder the responsibility of delivering O2O to the online electricity supplier. But in the new retail era, they had more functions to complete, such as marketing, customer service, and even the function of data assets sedimentation.

Now the apparel retailing under the whole line is facing great challenges, mainly because the passenger flow is decreasing, it is hard to come to the guests, and some people regard the store as their fitting room. Why is that? Since 2008, the service stores under the line have been affected by the electricity supplier. Consumers have chosen the advantages of the electricity supplier, such as the electricity supplier has no space, no time, no goods restrictions, consumers no matter where and when to buy what they want to buy, which is the advantage of being positive in the retail business and learning the electricity supplier.

Based on these understanding, I developed an exclusive electronic commerce platform for retail. I named it "WeMall". In March 1st this year, I began to try this scene at JACK&JONES store in Beijing, from idea to trial for two months.

The goal of WeMall is to hope that retailers will plug in the wings of e-commerce providers, and there will be no time, space and goods restrictions, so that they can continue to operate customers who are away from the store.

The operation mode is a social service platform based on shopping guide, which is based on WeChat applet development tools.

Here we gathered a lot of content, gathered a lot of products, gathered a lot of services, so that shopping guide through social networking can be customers 7 hours 24 hours of fashion consultant.

Now there are three scenarios: the first scenario, one to one shopping guide, to keep customers away.

Second scenario, shopping guide, a pair of N on the circle of friends to promote our company's brand, promote our activities and products.

In the third scenario, a shopping guide starts to help sell the goods. This is a customer in Beijing who goes shopping in Qinghai. Customers and his friends go shopping. The friend sees that the customer has opened one.

I like it very much and ask where I can buy it. This customer asks for a shopping guide. My friend also wants to buy where he can buy. The shopping guide pfers his products to customers through his WeMall, customers forward to friends, friends in Qinghai, and a shopping guide in Beijing starts selling to Qinghai.

Through WeMall, customers have 7 x 24 hours of fashion consultant, which is more temperature service than official 400. For shopping guide, it can break time, space and goods restrictions. It can maintain some customers away from customers, expand sales channels, and maintain their sales performance.

In fact, all of these scenes are supported by a complete operation system. In Beijing, there are two editors, five designers and six operators. Their homework is to pick up money every day, design and edit these copywriters, make software and make many services.

The work of shopping guide is to pmit to customers one by one and maintain them one by one, including the pre-sale, the sale and the after-sale.

The sales target has been launched on WeMall in 7 cities, accounting for 1% of retail sales. We feel that this figure is small. Why do we do it? In fact, the best shopping guide we are making now, WeMall sales have accounted for 15% of the total sales. This is a very frightening data. In fact, the total volume of electricity traders only accounts for 15% of the total volume of China's total retail sales. Our goal is to make these gold medal shopping guides into a benchmark, which can drive everyone to drive up 5% of sales. Before we have a mysterious fashion company finishing 10%, the person in charge of this company gave me a lot of confidence last December 26th.

Are these sales increments? Is it really meaningful to pfer customers to the platform under the guidance of shopping? Let's look at the sale and split up. 70% of the sales channels come from friends circle. Will there be a customer who enters a fashion shop and others dare not join WeChat first to fry the circle of friends? No one is there, so we can basically see that 70% of the sales are sold away from the store. From the geographical location, 15% of the orders are cross cities, and the time dimension has nearly 11% of the orders closed at the time of production, that is, from 10 o'clock to 10 o'clock in the morning, which is nothing new for the electricity supplier, but this is a new bonus for retail sales. You may have doubts.

But my personal view is that if you do not do this kind of thing, whether it is incremental or incremental, my view is that we should focus on the consumer perspective. If he says there is a need for continuous service after leaving the shop or there is a need for social shopping, we should try to satisfy them because you do not do others.

Why do we make up our minds to push WeMall: platform button 0, platform light fee 0, platform discount activities do not participate, the return rate is 1/3 of the platform electricity supplier, where do these profits go? Through the form of red packets to share with the shopping guide, but in the WeChat group of enterprises, the red envelope is issued as a material reward and spiritual encouragement.

The graph is a large framework, rather than WeChat mobile phone or mobile ID.

At the end of the store, get the customer ID, whether through the store's desktop card or the WeMall's two-dimensional code on the shopping guide phone, customers can register to become fans or members. For those who do not join the club, they can get the area by Wi-Fi.

The commercial value of one party's DMP basically is this picture, not to mention, simply means to collect all kinds of data of customers. You can clean these data and do the upper level application after cleaning. Based on these applications, there are some new business scenarios, some new pformation opportunities, and at the same time can help you make business decisions.

By collecting these customers' data and introducing the data of the third party ecosystem, we can understand some of the offline location information of customers, such as where they like to go shopping on weekends, where they like to go from Monday to Friday, and also can see the data of single store. These will help us get the decision of opening a shop or make relevant decisions on line promotion.

We studied the customers of ONLY and WEROMODA, and found that they had a high degree of concern for health. Therefore, we carried out activities with daily yoga to pform the highly active but low class single group into a high group of customers. The way of activity is to send daily yoga season cards if we spend 1200 of it here.

In order to pform the low active group into a highly active group, the low activity is already a silent customer. All the targeted invites come to the retail store during the activities to spend 138 million, an increment of about 24600000, of which about 18000000 comes from the migration of silent customers to active customers, and about 5900000 is the migration of low customers to single customers.

Face recognition technology, in this road last year and Tencent made some digital exploration, next we can quickly look at the small video.

Five. Digitalization of store premises

In Wi-Fi and enterprise DMP can be a guest flow statistics, that is, the heat map, store pformation funnel can guide the layout of stores.

At the same time, deepen cooperation with the store, in Dalian WEROMODA ready to line Tencent excellent MALL, and Ali has many cooperation in the store, for example, in Shanghai and Hangzhou tried to use Ali seismograph, in the country more than 2700 free stores on Ali's system.

The main idea is: first, store content visualization, WYSIWYG.

Second, increase operational data.

Third, to provide consumers with better service experience and sense of body, so as to achieve the pformation of customers and channels under the line.

Six, summary

I hope that through the digitization of consumers, the digitalization of goods, the digitalization of shopping guides and the digitalization of stores, we hope to make better connections with consumers and make personalized services for them.

For the interior, we hope that through these digitization, we can improve some operational efficiency. It is straightforward to say that we should do less work. If we innovate in stores or frontline, we can not achieve all these two things.

Finally, I do not know whether we have some sense of body just now. Actually, it is not very important to remember and remember. Actually I am not sure that what we did is right, but every year there are some innovations and new things. But the only thing that remains the same is that we will continue to explore and innovate, and we will continue to explore and trial and error.

My sharing here, thank you!