Retail Brands Run From Goods To People Around Users' Desires.

The retail industry will not die. The brand will not sink, but only the big and fern enterprises have grown into dinosaurs. How can they not disappear when the environment changes? P

A few days ago, someone threw out the theory of "sink the brand down", and today I saw another article called "the death of the retail industry".

Will the retail industry really sink? Is the retail industry really going to die? In fact, in this world, the replacement is only in the course of evolution, that is, a new thing. Its characteristics can almost cover all the main values of old things, and provide more new value. So the old things will be replaced, for example, mobile phones instead of fixed phones, smart phones instead of functional phones, CD instead of magnetic tape and MP3 instead of CD discs; conversely, if old things contain certain unique values and new things can not be fully satisfied, then there will be coexistence of old things and new things, such as the coexistence of painting and photography, the coexistence of movies and television, and the coexistence of video and TV dramas and live stage dramas.

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< p > < strong > the pformation of the retail industry is to adjust rather than replace < /strong > < /p >.

< p > the pformation of retail industry is mostly a process of evolution and structural adjustment rather than an alternative process.

Even in the 60 and 70s of the United States, most of the small owners' grocery stores were eliminated by large discount retailers like Wal-mart. Many small supermarket with community characteristics still survived.

In the United States, in recent years, Super Mall and Outlets have been struggling to cope with the economic downturn and the double impact of the electricity supplier. But after 2000, the destinations in the offline industry developed.

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< p > last year some friends asked me if the offline commerce would be replaced by online. I said I only looked at one thing. Would the ground passenger flow disappear? That is to say, in the future, people would not stay at home without going out. If the answer is no, then the offline business will not disappear, because there will be a possibility of pformation if there is a passenger flow.

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< p > then what is the problem of the traditional retail industry? Most of the "sinking" companies in the world are not abandoning the old thinking, finding new directions and catching up with the changes in the market structure and consumer demand. Instead, they do not voluntarily change their minds, or even admit changes, or attempt to use old experience and mode to compete with the market.

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< p > China has solved the problem of "goods" and "channels" in the past 30 years.

In the past 30 years, brands and channels are often confused. How to lay out channels and goods is always the focus of operation, but this era is drawing to a close.

The so-called "brand" businessmen in China find that it is more and more difficult to make advantage on the "goods", and the improvement of the performance brought by meticulous operation management is difficult to offset the skyrocketing rent and labor.

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< p > < strong > from goods to people, to operate around the user's desire < /strong > /p >

There is no essential difference between what happened on Taobao and P, but just put things off the line.

Before 2009, it was Taobao's channel bonus period, when traffic was cheap or even free.

After 2009, the price of traffic is higher and higher.

Most sellers who focus on "goods" and traffic marketing become more and more upset and begin to feel confused.

Hu Fei, a partner of mogujie.com, once published a book called "play changed", which is about this aspect.

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< p > in the past, our business was centered on "category" and "industry". The earliest department stores sold their trousers and blouses separately in two regions.

The evolution of retail industry is also the process of shifting the focus of scarcity from "goods" to "people".

So in the future, whether online or offline, the direction of evolution is to focus on the "people". We really understand the needs of our consumers, and even the inability to express our desire to do business around the desires of users.

This is also the idea that the 7-11 founder, Suzuki Minwen, has repeatedly stressed.

The origin of 7-11, after the large-scale retail chains mature, why is it able to resist the competition of large retail chains? This is a question worthy of consideration.

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< p > in this era, there are still enterprises to emphasize wolves, to fight to the end, and not to brainwash the whole management team. The core of the enterprise's values and strategies lies in how to better serve consumers and satisfy the needs and desires of consumers.

Offline business will never die, but without premium and core value, it will soon be ugly.

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The retail industry will not die, but embrace the change < p > strong > /strong > /p >

< p > structural adjustment of retail industry is constantly going on. There will always be the demise of old enterprises and the rise of new enterprises.

Companies that are having a bad day, Carrefour WAL-MART or Suning BestBuy are all star companies of the year.

The retail industry will never disappear, but I do not know how many of these enterprises will become extinct dinosaurs.

Nature and shopping malls are very cruel.

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< p > some enterprises are constantly repairing the dead wood on the sinking ship. Some enterprises are building new steel warships. Where will the core competitiveness of enterprises be in the future? How many enterprises have seriously faced, ponder and practice? Several decades of development history of the retail industry from Europe and America to Japan, and the core management of several enterprises have seriously studied. And what I have seen, most enterprises are looking forward to explaining the new environment with old concepts, solving old problems with old methods, and looking at the new generation consumers with old eyes.

There is a tendency to turn a blind eye to the new trends and new success models in the market.

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< p > the market has evolved from the enclosure era to the intensive farming era. Who can become the king of the good farming and prosperous industry of the country? Who will go home to hold the children because he is brave enough to hang up his helmet and take off his armor? Since the founding of the past dynasties, the control of the board will be changed from a military officer to a civil servant. Why? How to solve the conflict in the middle of this process is the biggest challenge facing many old giants.

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The retail industry will not die. The brand will not sink, but only the big and fern enterprises have grown into dinosaurs. How can they not disappear when the environment changes? P

If the ferns have not eaten, and disdain to eat grass, extinction is only sooner or later.

Therefore, the dinosaurs first have to solve their mindset changes before they have the hope of survival in the future.

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