How Should The "Choice Year" Of China's Retail Industry Go?

　　 First, altruism is the first productive force.

The era of consumer sovereignty is coming. Customers can buy goods on Tmall, Jingdong, vip.com and other electronic business platforms, buy and buy overseas directly, and access the Internet at any time and anywhere.

Online and offline open convergence is the future trend. In November 11, 2014 -11 16, "Lotus shopping" behind the "lotus lotus action" is a good example, 136 entity chain enterprises participate in, Ali "double 11" O2O venue response.

If we think about retail Internet thinking in a word, that is, platform level liberating human nature and making consumers truly convenient and reliable. All outstanding Internet platforms and e-commerce companies, the fundamental concept and business model are "altruistic", all free, providing the best, the greatest achievement of customer needs, customer feedback platform.

Physical retailers are far from enough. Take the department store line as an example, many stores want customers to shop around, and buy some other places and go to the places they want to go.

From the "selfish" to "altruistic" business model, China's retail industry will have a future.

　　 Two, enterprises that do not love are dying.

The "membership economy" is rapidly changing to the "fans economy". The distinction between VIP Puka, silver card and gold card is becoming increasingly blurred, because it is equally indistinguishes. The era of "people's stupid goods come fast" has passed, and customers even do not bother to talk to you.

The emotional connection between the store and the customer is becoming more and more important. 2014 is the year of adjustment of industries. Nearly 100 stores in the country have been reloaded or adjusted to varying degrees. Among them, Hangzhou West Lake store (now renamed "West Lake Yintai city") has excellent customer communication and communication.

Before closing the shop, the theme was the same theme as WeChat, "dear, wait for me 100 days". When the opening ceremony, "dear, I came back" theme and article, aroused heated debate.

The usual practice is to send a news release about the direction of adjustment, investment, time, new brand combination and so on. According to Yintai's chief creator, "if you want to talk to people and talk about people, you have no customer's permission to adjust the store, so you haven't talked with them. So, first of all, I'm sorry, then I miss you, and then I have a desire to make progress and a common expectation for the future..."

Many enterprises are still repeating monotonous and outdated ideas and expressions, capital investment and resource allocation, and they are slowly dying.

Love is a kind of ability that really attracts customers, softens communication atmosphere, processes and feelings.

　　 Three, always pay attention to price.

"The whole market is as low as the dollar," and "buying * * * * *" is a common practice and careful thinking, making physical retailing weaker and weaker.

Of course, there is no problem with low price promotion. If there is no sincerity and no honest sales promotion, it will make people feel uncomfortable.

Good quality and low price are the quintessence of ancient retail. Recently, the traditional retailers of the United States have responded to the electricity supplier, and the price is in line with Amazon. This is the bottom line and sincerity of the price.

Price is a problem of the market, but also a psychological problem of customers, especially the personalized products, so that the target customers feel the value is right. For example, once I went to a stationery store in Hefei, I bought a vase of 50 yuan per unit price. I didn't feel expensive at all. My friends from the same trade called out huge profits, which was not a problem of consumption, but he did not need it or liked it.

We must recognize the importance of low price and understand the true meaning of price.

　　 Four, know yourself.

Many people do not know what they want, what they are willing to give and what they are willing to give. No matter big or small companies, they can put down or even forget their own companies, so that they can survive and develop.

It is very backward to distinguish company standards according to sales scale or format. Let me ask myself one question: who would be the most regrettable if you didn't have, the board of directors, top management team, shareholders, employees, customers, and themselves?

According to the pattern, customers and customers' needs, there are probably "small big companies" and "big small companies", as well as ordinary small companies and large companies.

The most common ones are "very small big companies". After gaining relative advantages, they begin to "sit back and relax", and meet challenges and opportunities, and ultimately promote the overall efficiency of enterprises and industries.

Small companies are very rare. They keep innovating and improving, constantly iterating products and serving users' needs. For example, Jobs, the founder of the Apple Corp, said: "stay hungry and stay foolish".

Stop self embellish, let customer need and feel to discover and predict "oneself".

　　 Five, the president should be "super dragon".

Wang Jianlin, chairman of Wanda Group recently revealed that his main job is to think about product innovation. At the very beginning, the company dared to say in every advertisement that "Wanda is the city center". At present, the more than 100 Wanda Plaza is open, but the industry is not familiar with the name of its top management team or even the president.

This is a leading company in China's commercial real estate and retail industry. It is famous for its high speed expansion, semi militarized management and high salary. It shows that the outstanding system capability is more important than the excellent top management team, and is also the significance of the book "runaway".

In a sharing, CEO, an ant ant Kim Peng Lei, once said that a company's mental strength, mental strength and physical strength form organizational energy. The three thing is to weigh the advantages and disadvantages of a company and organization: a picture, a battle, and a heart. A picture can draw everyone's position and fight together.

Bad money drives out good currency mobility, and for a variety of reasons, good people go to other companies or industries. If enterprises need to attract more talents, they will pay more attention to their mission and values, and the cost of management will be reduced because the aggregation of ideals and interests is just as important as high salaries.

A good corporate ecosystem is moving from "authoritative effect" to "bee colony effect". The most outstanding president is the hidden wind that leads the colony. It is the spiritual leader and the super dragon.

　　 Six, electricity supplier passionate

The electricity business community also has its own "zoo", including big business "Tian dog", big run fat "flying cow", BBK "cloud monkey" and so on.

Niu Gang, chairman of DAC group, recently expressed interest in the seminar on "tin dog net". "We are selling goods and have a dog. Please take care of it." I wish China electric business to become the most beautiful and vast animal paradise in the world.

So the question is, is the entity retail enterprise doing the electricity supplier, forming a team, to be a "Trainer", "Hunter" or "farmer"?

It depends on enterprise positioning and the 020 strategy. The dog is probably the farmer's practice. The electricity supplier is fully relying on and serving under the big business line. The cloud monkey is determined to be a tame beast. It jumps out of the resources under the step-by-step line to do all kinds of local life O2O collection.

From "performance" to "communication", running in with each other is the only way for animals. Please note that sentimenty is always mercilessly annoyed. From the first day of your birth, the user was taken to compare with ALI and Jingdong.

　　 Seven, decisive battle supply chain theory Attract investment

Ito, chairman of Chengdu Yang Hua Tang, Saegusa Fuhiro, said to the supplier's "New Year's address": retail industry is an industry that makes customers happy. Customers want goods, enthusiastic shop assistants, clean stores, although these are not great events that can change life, but it is precisely because of these things that bring people smiles and happiness that each day becomes rich and colorful, and the answer lies in the customers.

The three words and practices of executives from Japanese enterprises are very moving. Looking back at other shopping malls in China, customers are more concerned about brand dealers, shopping centres care about sales, and hide and seek "brand hostage or kidnapped" shops everywhere. Why is the best place on the first floor of the department store cosmetics 80%, and basically Dior and Chanel?

The principle of brand combination needs to turn from the interests of stores to the interests of customers. In the future, the direction of supply chain reform should focus on customer needs and develop and organize commodities. Standing on the feet of customers, allowing customers to match materials and quickly connect experience.

　　 Eight, operation is decisive. Service power

Some managed ten years ago. They privately say that they are like "city management", because salesmen are very polite about eating tickets. They discuss whether customers should take pictures of things in store because they are afraid that someone will take pictures online.

Most salespeople are still selling clothes, especially men's clothing, so long as customers appear within ten meters, they will shout loudly and hawk.

Goods and services are the important foundation of shopping malls. Salespersons and management are part of the activation of customer experience, and the necessary conditions and ties to establish relationships with customers.

Frontline office personnel The professional and on-site service capabilities, one word, one line, one glance, may affect the customer's purchase decision. Service strength, the establishment of full channel services and contact with customers, on-site sales and logistics delivery service level has great room for improvement.

From simple "selling" to rich, fun selling services and selling relationships.

　　 Nine, the plan is Sun Tzu, Sun Tzu has the art of war.

The flexibility of planning is the biggest, landing or shrinking to the shell.

Planning work in an enterprise can be matched, can be driven. A good play is the art of war, which is "grandson". If there are ambitious goals, a certain degree of authority and strategy is necessary.

Retail is facing the customer, capital market, society starts "selling story" Internet times, the planning function is increasing day by day. Not wanting to be a CEO project is not a good plan.

In the future, planning, marketing, brand and public relations should be from "enterprise" to "socialization", from "deification" to "personification".