How Does The Offline Retail Industry Regain Passenger Flow? How Do Brands Formulate Strategies?

The overall downturn of the economy, sustained growth of rent and labor costs, coupled with the continuous rolling of online sales, the survival of the offline retail industry is not optimistic.

There is a cloud in the book of changes: "poverty changes, change means."

Under line

How to regain the passenger flow? Face the consumption group that is dominated by 85 after 90.

How to make strategies?

As for the answers to these questions, Mr. Shang visited the retail industry experts, scholars and entrepreneurs in China, and let us take a look at their suggestions.

Chen C Roland Begg global partners and vice president of Greater China

The four way is to win the "lost consumers" under the line.

Faced with the overall growth of the retail environment, the continued decline in passenger traffic and profits, and more importantly, facing the dual squeeze of online and mobile retailing, retailers need to find a breakthrough path. I suggest that we consider it from four aspects.

1, repositioning

When we develop products or services, we usually consider what consumers need, but such considerations can not stay on the surface, but we need to think about what can really bring value.

I think there are four directions for future innovation.

The first direction is "Pan category" trend.

For instance,

The group's brand name and its wide range are widely known in the industry. It basically covers the categories and brands that consumers want to buy. This may be one of the directions for the future development of the retail industry to meet all kinds of consumers' appeals, brand differentiation and combination punches.

The second direction is the "killer shop" trend.

It is hard to imagine that we can fully meet the needs of consumers for a specific category, such as being a shoe collection shop, setting a target of 10 million turnover for the first day of business, but it is hard to imagine, but there are precedents.

The third direction is the "collection store" trend.

This direction pays more attention to consumer experience.

Decathlon is the most typical example. Basically, the consumers who like outdoor sports emphasize the functionality and pursue the price performance at the same time, where they can be fully satisfied.

The fourth direction is the "experience shop" trend.

In some bookstores, it does not emphasize the purchase, but also emphasizes the creation of atmosphere, allowing consumers to go to the store to experience, to buy products, and even to buy joint purchase.

2, layout line

In fact, in China, the layout of many enterprises is initially aimed at clearing inventories. In recent years, with the rise of the electricity supplier, it has become another sales channel on the slow ground.

In my view, the most important purpose should be to provide convenience for consumers and get more and better experience for the target audience, which is the sole purpose of expanding online.

3, business innovation

From the format of business innovation, I also start from four aspects, with some cases.

1. More convenient -- community independent shop.

I analyzed the subdivision formats in the big retail format, and found that this has strong connections with the surrounding communities. The independent shops in the community may be a direction. At the same time, the payback period of the capital is relatively short and the relative risk is low.

(2) more professional -- buyer's shop + convenience store.

I wonder if everyone here is aware of a problem. The children born in 1990 are 26 years old this year. In other words, 85 and 90 have become the main consumer groups.

What is the biggest difference between the younger generation and the parents? The sense of security, the innate sense of security, and the sense of security granted by their fathers.

A sense of security will make essential changes in the consumption behavior of the younger generation - early consumption, willing to try new things, and enough self-confidence and information will enable them to pursue individuality, and the demand for public goods will be further reduced.

This is the opportunity for a buyer's shop.

Another business that we keep looking at is more traditional, that is, convenience stores.

The convenience store highlights the "convenience" feature, which is rooted in the community. The services provided have been covered from daily necessities to life needs, including utilities payment, telephone and traffic card recharge.

The unique geographical position is its greatest advantage.

Another reason for the success of convenience stores is its intensive occupancy in smaller areas. It has a certain capacity for product development.

As the cost of getting customers online is getting higher and higher, convenience stores are undoubtedly a good entry.

Once brand assurance is traced to the needs of consumers, the convenience store can be used as an entry to develop its own brand, which will greatly promote the development of the offline industry.

3. Higher cost performance - outlets.

In the past, whether it was industrial or luxury goods, otais was used as a clear inventory format, and now it has become a major sales channel.

The demand of consumers, the demand of the brand itself and the push of the government and developers have made orlies grow in recent years. These are the reasons why we continue to look at it.

Fourth, more experience.

The future retailers need to focus on the construction of the ecological circle and the fan group, and enrich the consumer's shopping experience through the operation of the customers.

4, management innovation

How to effectively meet the needs of consumers? In the past two years, the most talked about is the word "experience", but in fact, consumers are not fully satisfied. The experience they need is a sense of participation. If a thing can give him a sense of participation, this is the key to really tie the brand with him.

The future competition relationship may no longer exist, but the division of labor and cooperation, brand participants, collaborators, practitioners, and even financial markets to work together to create a sense of participation of consumers.

To sum up, offline merchants attract fans to create a community with values. Such merchants have a strong and vigorous vitality and are likely to succeed.

Wu Qi, vice president of China Europe fashion creativity Association

Three directions for the future development of China's retail clothing brand

Regarding the future development of China's retail clothing brand, we may start from the following three directions.

1, do fast fashion brands.

Use integration, copy original information, and sell quickly.

In the past 26 years, I have traveled more than 100 times in Europe and the United States. The main purpose is to explore the market and provide services to customers.

Through cooperation with ZARA, H&M and other advanced brands, we have greatly improved the company's own standards.

My experience is that if you want to make fast fashion brand, you must reach the international first-class level, including supply chain management, data and information technology and production intelligence level, especially the establishment of development time and the rapid response mechanism of logistics distribution system. This is a systematic project.

2, be a high-end boutique brand.

To create high-end, original and attractive products, craftsman spirit is the indispensable core of products, and personalization will be introduced into various aspects such as design, fabric, process and edition to create brand.

In addition, it can also try to cooperate with some high-end high-end products. This cooperation is not a single product cross boundary, but a cross boundary of customers' source - sharing products with customers of the same kind of demand, which is the trend of development in the next five years and ten years.

3, design and develop content providers.

Provide design and consulting services for fashion brands, and build rapid response design and development capabilities oriented to the needs of consumers.

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Qian Xiaoyun, vice president of China Europe fashion creative association / Eve Li Chairman

How to understand young consumer groups?

How to get close to consumers, understand him, make him more closely linked to the brand, stronger sticky, and ultimately affect his joint purchase, which is a matter of brand thinking.

This year we have launched a new trend card. After the target audience is 95, we have some experience to share.

We made a bold attempt to recruit a group of 90-95 years of staff, the brand completely handed over to the team, the company did not interfere completely, the result is surprisingly good.

I found that after 90 children have high IQ and high EQ, they grow up in a relatively rich environment, and have high demands on life, diet and environment.

In order to create an environment, the company has set up a coffee shop for post-90s employees, and this cafe has become an important reason for the post-90s employees to choose our company.

The first two days, the company's administration conducted a survey, found that the company's administrative restaurant consumption of the crowd is not management, but after 90 employees.

From this we also associate the change of customers. Nowadays, the demand of young consumer groups for quality is unprecedented, and the demand for brand awareness is not so high.

The younger generation's consumer group thinks that good goods are not expensive. This concept is more suitable for the future market and more suitable for the needs of future consumer groups.