Li Jianbo: Strive To Build A Consumer Insight System In Three Years

Li Jianbo believes that the establishment and improvement of membership management is imperative for Yonghui supermarket.

In the past few years, the performance of Yonghui supermarket, a fresh start, is just like a dark horse in the traditional retail industry in China. Not only is it not affected by the big environment, either the net profit or the number of shops are increasing year by year.

Nevertheless, Li Jianbo is still dissatisfied with the company's current situation. In Li Jianbo's view, Yonghui's member management is very weak, and the degree of conversion of consumers in different channels is very low. In the next 2-3 years, Yonghui's core work will be to build a consumer insight system, understand consumer shopping needs, and establish effective supplier resources.

Full channel retail trend

Taking out mobile phones to complete mobile payment and surfing the Internet, the Internet is changing the consumption behavior of the public deeply.

Faced with the new changes, the traditional retail industry feels the "cold winter".

At this year's China Chain Store Association's "sixteenth China Chain Industry Conference", Guo Geping, President of the China Chain Store Association, said: "the retail industry is undergoing profound changes. It is characterized by" one cold, one hot ". Cold is the fact that physical stores are generally experiencing a decline in passenger traffic and a slowdown in sales growth. The O2O channel is popular. Retail channels are becoming the trend.

According to the investigation report of the association, as of August this year, 67 enterprises in the top 100 chain enterprises launched the electricity business, but 56% of them sold less than 10 million yuan online in 2013.

As a small business of large supermarkets in China, Yonghui supermarket is also faced with the choice of pformation.

"A good retailer, a retail enterprise, and all employees are to satisfy the needs of consumers, but there are still many deficiencies in Yonghui."

Li Jianbo said.

Improving membership management

In traditional sense, meeting the needs of consumers is to organize good products, provide competitive prices or consumers' favorite prices, and create consumers' favorite shopping environment.

But in Li Jianbo's view, this is not the case. "In the course of my business, I find it really difficult to satisfy consumers.

On the one hand, the ability of consumers to acquire information is very strong, and the degree of pfer between consumers among different channels is very low. On the other hand, as a traditional retailer, we can not keep pace with the progress of consumers. "

Future,

The most important task is to build a consumer insight system, that is, the CRI system.

about

Commodities and environment are the basic phenomena of consumer demand, and consumers' buying motives and trends are the core demands of enterprises.

In Li Jianbo's opinion, the premise for retailers to serve consumers is to understand consumers and then attract consumers to make valuable consumption.

Li Jianbo said: "in the past three years, Yonghui has invested 120 million yuan to establish a supply chain and logistics system. In the future, Yonghui will still invest more than 100 million yuan in the supply chain and the consumer insight system."

In addition to establishing and improving the membership management system of Yonghui supermarket, the promotion of goods and shopping environment will also be the focus of Yonghui supermarket in the next few years.

For consumers, the core demand is commodities. Since last year, Yonghui supermarket has done a lot of work in vertical supply chain.

According to Li Jianbo, the current consumers have changed a lot with consumers ten years ago, no matter from the level of consumption or the preferences of commodities.

Li Jianbo said that in the future to adapt to consumer preferences, in order to strengthen the import and high-end commodity resources organization, Yonghui focuses on cooperation with milk international and other companies in the supply chain resources integration.

In the procurement of fresh products, Yonghui will include the world's fresh base in the purchase range, including seafood, fruit and so on.

In the construction of shopping environment, Li Jianbo also revealed some changes in Yonghui supermarket this year. Li Jianbo believes that consumers will spend more time in the virtual world, so Yonghui's change in stores is expected to give consumers more reason to return to the real business.

"So far this year, Yonghui supermarket has perfected the basic items such as sales environment, metering queuing, cash register queuing, etc. on the other hand, we hope to introduce more technology elements to enable everyone to enjoy the pleasure of shopping in stores."

Apart from the experience of selling stores, O2O has also been considered a magic weapon for breaking out of big supermarkets since last year.

According to Li Jianbo, early this year, Yonghui supermarket chose eight stores in Fuzhou, began to do mobile terminal orders and store pick-up, and also encountered many challenges, including Yonghui's products, mainly using fresh as a differentiation, so there were many setbacks in the choice of fresh products, the sale methods and distribution methods of non-standard goods, and lessons learned.

According to Li Jianbo, from next year, Yonghui will try on the PC side, including the construction of mobile mall channels, to meet the needs of more consumers.