Explore The Wisdom Of New Normal Retail

Huarun Wanjia CEO hung Jie said that retail innovation is becoming the "new normal" of the industry.

But how can innovation be able to shape the "smart retailing" adapted to the future new consumption era? In Guo Geping's view, the connotation and extension of "smart retailing" will mainly start from three levels, namely, consumers, stores and supply chains.

On the consumer side, the Internet gives consumers more rights, including the collection, understanding and prediction of the specific needs of consumers, the more efficient access to customer data, more links to customers, the improvement of customer stickiness and loyalty, the enhanced experience of stores, and the strengthening of member management; and the supply chain focuses on improving efficiency by means of Internet and big data.

In the simplification, there seems to be only one proposition for all retailers: to make consumers like them.

As long as the organization of good products, good stores can be, but in the course of operation, it is very difficult.

How did Yong Hui do it? Li Jianbo, President of supermarket Limited by Share Ltd, said that in building consumer preferences, Yong Hui is building a consumer insight system to organize effective marketing and supplier resources. In addition, from January this year, Yong Hui supermarket tries to place orders in mobile stores and pick up stores at 8 stores in Fuzhou.

Since last March, the family convenience store has launched the "cream cream", a differentiated family ice cream that consumers between 3 and 80 years old can eat and can eat in four seasons. By this year, the family has sold more than 200 "cream cream".

A "cream" brings more than just a single product's performance. The family finds that customers will not only buy a "cream cream". When waiting or sitting in the shop, they will also put the merchandise in the store's surrounding services into the shopping basket.

What is more unexpected is that the whole family is analyzed according to each shopper's small shopping ticket, so the family finds a targeted and better combination promotion.

Guo Geping believes that under the impetus of online retailing, stores are no longer the same as stores, and the classification of formats is becoming increasingly blurred.

The "trilogy" of physical stores began to be staged: first, the promotion of goods, environment and personnel services; the two is the increase of service functions; the three is the combination of virtual and reality, and completes digital matching.

Chen Xucun thinks the Internet

The impact on physical retailing has raised higher requirements for the refinement of physical retailing, but its diversion to physical retailing is not equivalent to substitution or reduction.

From the perspective of the trend, the retail industry will surpass all fixed business models and forms in the future, and enter the era of consumer demand for content.

Consumer purchase

Increasingly complex, but the changing needs of the goods and services are not the "experience".

With the rise of new consumer groups after 80 and 90, personalized consumption has become the trend of the times.

Catering to the personalized needs of the new era, the new world department stores launched the online and offline integrated brand LOL fashion living hall. Zegna group put forward a new integrated commodity management strategy according to the changes of customers and market demand, and determined the process across different functional departments; Changchun Eurasia began to test water consumption and "stick" consumers; Five Star electrical appliances pformed from the traditional "business site" to "operating goods".

In fact,

There is no difference between retail and online retail in terms of big data capability that business is regarded as "killer".

According to Guo Geping analysis, the advantage of online retailing is to grasp all traces of consumers' access to the Internet, including browsing the pages and buying history, and accumulating big data from customers. The advantage of physical retail is to use the membership system to get customers and their consumer behavior data.

Of course, at present, the member management system of entity retailers still appears to be weak in foundation, inaccurate in information, not timely in maintenance, inconvenient to use, and unscientific in management.

Retailers are also accelerating their own weaknesses.

According to the reporters, Huarun Wanjia has invested heavily in recent years, restructured its membership system, implemented the national policy of member policies, and launched thousands of members to enjoy low-priced goods.

Carrefour launches family membership card, while more retail businesses carry out personalized affiliate marketing through websites, WeChat and EDM.

Obviously, no one can decide on the future of the retail industry, but as Pei Liang reminds us, in the context of innovation becoming a new normal, retail enterprises can not abandon innovation, imitation and change, but it is more important to choose what to imitate.

Guo Geping also pointed out that no matter how the future business form evolves, the online and offline businesses recombine with their respective advantages, forming the most important business in adapting to the new consumption era of data and networking, and the commercial essence of goods and services will always stand still.