Traditional Retail Wakes Up: The New Value Of Future Retail Sales Comes From Both Ends.

Once waking up, those teams that can see the consumers quickly turn from "traders" to "businessmen".

Consumers expect supermarkets to be as good as playgrounds, not only good quality, but also high cost performance. They are fun, fresh and enjoyable in shopping.

In the future, the new value comes from the two ends.

One is the influence of brand and media, the other is the source of supply chain resources.

Last week, I was invited to take part in the "new Internet commerce summit" of the world network operators, and put aside those annual business lectures, which were almost the same every year. The most prominent feeling of this meeting is that the business is scared and scared, just like a stagnant traditional retail enterprise and traditional retail brand.

The development of retail market in any country will go through two key periods: efficiency promotion period and brand service innovation period.

In the period of efficiency improvement, leading enterprises have gained low dividends in past channels.

For example, in the past, the price tag of Chinese clothing under the line was 6-12 times higher than that in the past, and the clothing price of the market tag was 800 yuan, and the factory price might only be 60-80 yuan.

Such a strange increase in price is obviously not normal. Taobao subverted the channel structure to raise the average price increase to 1.5-3, directly stimulating consumption and grabbing the offline market.

The key word of this period is "good quality and low price".

In the past 10 years, Taobao has used channel dividends to become a giant.

In essence, it rob markets and customers from old, inefficient retail outlets.

The only constant change in the world is change.

In the period of brand service innovation: as the basic needs of consumers are satisfied.

Consumers are more inclined to choose high value added brand and bring more experience.

In short, consumers need: 1., make their lives enjoyable and quality goods; 2. make yourself proud of the brand; 3. make yourself feel satisfied with the comprehensive service experience.

At this time, the price sensitivity of consumers is reduced, and the premium of spirit and experience becomes the intrinsic value of goods.

In understanding and ingratiate oneself with users, the offline business has a unique advantage, because they can communicate face-to-face with consumers, and have the ability to attract customers through the five senses of "eyes, ears, nose, tongue and body".

Traditional retail is the three elements of "people, goods and markets", while the supplier of electronic business only has "goods".

This is like some young men who can meet girls every day, while others can only chat with girls. The overall success rate of the former is much higher than that of the latter.

Once waking up, those teams that can see the consumers quickly turn from "traders" to "businessmen".

"Traders" passively wait for guests to accept and wait for customers to come to the door, while "doing business" takes the initiative and makes "customer loyalty" and "premium".

New Yintai new small supermarket "West election" (Yintai Bonded Commodity direct operation center "Choice West election"), in the 1000 square meters of business area, created more than ten million monthly sales, into the supermarket actually even queue up.

The reason why Lao Jian conjectures that "Xi election" can be successful is that, for young consumers, shopping experience is increasingly becoming an important part of shopping value, and may even exceed the product itself.

Consumers expect supermarkets to be as good as playgrounds, not only good quality, but also high cost performance. They are fun, fresh and enjoyable in shopping.

Shopping has become a kind of leisure social activity. Experience and feeling naturally become the main reason for consumers to choose a shopping place.

Young consumers are increasingly looking forward to making every minute of life more satisfying.

Yue you has revealed a trend that vertical retailers are turning to supply chain integration in order to survive.

If the price difference is not enough, can you play your own brand, brand direct sales and direct production? Obviously, you can and must do this. It has been Costco and Whole Foods Market (all famous supermarket chains in the United States).

) prove feasible strategic path.

Not only has it increased profits, but also because of "no one in this family" has indirectly promoted customer loyalty.

Yue you CEO Hu Chao shared another data: "after 90" young mommy's willingness to purchase online shopping for baby products dropped by more than 10 percentage points.

Although this figure is somewhat surprising and unexpected for the electricity supplier industry, it is in line with my observation.

The price sensitivity of the post-90s women is further reduced, and they seldom hear the word "expensive". They prefer to experience high-quality goods in a shopping experience.

In line with its own brand or direct supply brand, the integration of offline and offline businesses can be realized: offline experience, mobile phone re purchase, online and offline shopping at the same price.

P&G has been getting worse and worse in recent years.

The established consumer company is not so easy to be knocked down.

As the dream team of Chinese brand marketing talents and Whampoa military academy, rigorous methodology system, profound consumption insight and strict market effect evaluation are still the magic weapon for this company to win in the new media environment.

From the two cases shared by P&G, the marketing points and marketing techniques are still precise and old, showing the strong assault capabilities of trained market teams, weapons upgraded, people still wearing sniper and laser aiming devices, and adapting to new weapons for a short time, and attacking continues to be hot and sour.

Consumption is people-oriented.

Whether Daniel Chan, Matthew Price or Hu Chao, and tricky Liu Qing, they pay more attention to consumers and human nature.

More attention is paid to consumer demand and product innovation.

And tradition

More attention is paid to paction efficiency, traffic realisation and business models.

Product innovation based on consumers and human nature is the next growth point.

In the future, the new value comes from the two ends.

One side is brand and media influence. The core value of the media and brand lies in the ability to firmly grasp the customers, influence the choice of customers, and form a loyal fans group.

Net red economy has gradually emerged in recent two years.

Like beauty, mogujie.com.

The other end is the source of supply chain resources, just like Zara grasps the fast supply chain, and UNIQLO grasps the cotton supply chain from the source.

The core of value in the past is optimization and efficiency, and the core of future value is creation and experience.

In the past, the gross profit of traditional retail industry was much higher than the value created by them, so they were revolutionized by Taobao's low-cost paction platform.

Just like the old department store, it was robbed by the wholesale market.

The next wave of revolution is a brand of high premium.

What consumers want is not just cheap goods, but valuable goods and services.

In the era of low income and lack of commodities, cheap products are very thirsty.

With the increase of income and production efficiency, we have slowly entered the era of "material richness".

The younger middle class and the potential middle class do not have the enormous pressure of survival and crisis like "60 or 70". Especially after the 1990s, they are more willing to spend money on themselves rather than spending time sweeping around cheap goods.

Of course, there are huge quantities of old consumer groups and low income groups in the market.

It is still important to satisfy them and continue to maintain low-cost low-cost trading platforms.

Just as the wholesale market in every city still exists.

But in the future, new business opportunities and premium will gradually shift to spiritual and service premiums.

We need more products and services that can give us good, happiness and satisfaction. This is both a new opportunity and a great challenge for Taobao trading platform.

BTW: Xiaoyao also announced a thing worth looking forward to. "Double 11" will have a double 11 evening the night before.

This is a clever move, which can expand the advertising resources and attract the attention. At the same time, the Xiaoyao also proposed that one hundred thousand or million lines should be sold together to participate in the double 11. I think this year's double 11, the bosses are generous enough to leave the company employees directly.