The Enlightenment Of "New Retail" To Sporting Goods Companies

Ma Yun put forward five new trends in the future at the cloud habitat conference in Hangzhou.

New manufacturing, new finance, new technology and new energy, and the five new developments in the future will profoundly affect all the people in China, the world and in the future.

Among them, the concept of new retail has aroused wide discussion.

Before that, the concept and trend of new retailing had already appeared in the retail industry. Ma Yun's speech at the cloud habitat conference was to define the new retail business and promote it to the whole world.

Ma Yun believes that the Internet era, the traditional retail industry has been the impact of the Internet business.

In the future, offline and online retail will be deeply integrated, coupled with modern logistics, service providers will use big data, cloud computing and other innovative technologies to form the concept of new retail in the future.

pure

The era of retail will soon be over, and the form of pure retail will also be broken. New retail will lead to a new business model in the future.

The proposal of new retail is not only guiding and directing the retail industry on line, but also highly integrated with the retail sector.

For the industry, new retail is also a feasible way to achieve breakthroughs and further development.

Sports industry needs retail upgrading

After several years of low tide, the domestic sports brand seems to be in the spring.

Before and after 2008, the main sports brands in China gradually moved to the summit by the heat of the Beijing Olympic Games.

Anta, 31st, XTEP, PEAK and other companies have landed in the capital market during this period. Lining's revenue in 2010 reached 9 billion 500 million yuan, which is only one step away from the close of 10 billion revenue.

However, the blind expansion of the market caused a huge inventory backlog. However, influenced by the overall economic environment and the intensification of market competition, the domestic sporting goods industry fell to a low level in 2012. The pressure of inventory pressure left every company on pins and needles.

In 2015, Lining finally began to turn a profit after losing three consecutive years of huge losses. Anta has made a breakthrough in the revenue of tens of billions of dollars, which seems to be the signal for the domestic sporting goods industry to usher in a revival after the cold winter.

But the sporting goods industry, which seems to have survived the difficulties, is still facing bottlenecks: the squeeze of foreign brands, the low value-added products and the impact of electric providers are all the problems they have to face.

In the fierce market competition, the mainstream sporting goods companies in China have chosen differentiated product routes, or pformed the sports industry to expand their business scope.

The domestic sports industry is waiting for the outbreak. Sporting goods industry, as an integral part of the recent 70% industry scale, is expected to continue to expand its scale and influence in this outbreak.

Besides the expansion of business strategy and business, retail itself is also an important part of sports products companies.

The Enlightenment of "new retail" to sporting goods companies

Against this background, the concept of "new retail" proposed by Ma Yun has certain reference significance for the sporting goods industry.

Among them, online and offline deep integration, intelligence, zero inventory, experiential consumption and customized products may become the key words for the development of sports goods retail in the future.

The integration of online and offline deep convergence online and offline is no longer a news for retail sales. From all kinds of C2C and B2C business to China, the traditional retail industry is exploring the development of the online industry under the impact of the electricity supplier.

In line with the current concept of online and offline integration, the integration of new retail outlets refers to the integration of e-commerce and offline entity businesses, from original independence, conflict to integration and integration, no longer separating the online and offline industries, realizing the complete integration and complementary advantages of the two, and providing consumers with cross channel and seamless consumption experience.

On the online channel, the main sports brands in China are continuously laid out by opening official stores or stationing in the electronic business platform, and the income and proportion of online sales are increasing.

But at present, it is still in the state of online and offline operation independently, and the new retail is to achieve the unification and integration of prices, products, sales and shipments under the online and offline.

It is worth mentioning that Lining will carry out online and offline interaction during the double 11 this year, including online sales, store delivery, order opening, etc., which already has the characteristics of new retail.

Nowadays, the importance of intelligent big data is self-evident to the retail industry. Big data and cloud computing play an important role in product market positioning, consumer preferences, market demand and precise marketing.

The combination of big data and cloud computing can help retailers sell the right products or services to the customers in the right time through appropriate sales channels at the right time and at the right price.

Through big data and cloud computing, the distance between retailers and consumers will be greatly narrowed, and the entire production will be pushed back by the needs of consumers, which will also make the retail process intelligent.

This is of great significance to sporting goods companies. It is always a difficult problem to understand what products consumers need and how to locate them.

Take Lining's "post-90s" line as an example in 2010, which almost directly pushed it into a continuous loss period after three years.

At the same time, Lining's embarrassing price and ambiguous positioning between sports and fashion are also one of the triggers, all of which are due to lack of understanding of the market and consumers.

After realizing the deep integration of online and offline and full mastery of market information, retailers can respond according to the needs of consumers. From production to consumption, we can make scientific prediction through big data cloud computing, so as to control the capacity and achieve the goal of zero inventory with the help of inventory management of modern material flow.

Zero inventory will help enterprises to accurately produce, reduce unnecessary costs, and greatly enhance efficiency.

As mentioned above, the pressure of inventory has once brought domestic sports brands into an overall downturn.

The blind optimism of the brands has led to overcapacity. According to the earnings data, the inventory of Lining, Anta, XTEP, 31st degree and PEAK five companies exceeded 3 billion 900 million yuan in 2011.

Under the new retail concept, C2B's sales without inventory will greatly reduce its operational risk.

{page_break}

Experiential consumption, experiential consumption is not a new term. It is not only simple for consumers to use products on the spot, but also focuses on consumers' participation, experience and feelings, creating a specific consumption environment.

In the future, retail entities will also use VR, AR and other black technologies to help consumers participate in the sales process and create the best user experience.

Experiential consumption also adapts to the current trend of consumption upgrading.

For the sporting goods industry, because sports shoes, sportswear and other products are mostly used in specific sports scenarios, especially in the current trend of increasing professional demand for sports products, experiential consumption will enhance consumer experience and promote sales to a certain extent.

Lining, XTEP and other sports brands have set up sports experience stores in China to enhance interaction with consumers.

Customization of customized products is the ultimate subdivision of the market. What the target customers need is what the supplier will produce.

With the process of consumption upgrading, the demand of domestic consumers is gradually showing a trend of differentiation.

Therefore, the future retail will be committed to providing consumers with diversified and personalized products and services.

Foreign sporting goods companies have noticed the market of customized products, such as Nike's Nike ID and Adidas's mi adidas. However, there are some problems such as higher price, less choice, long manufacturing and delivery cycle.

The domestic sports brand is still blank in the customized market. At present, there is no company to provide personalized services for consumers.

This is also related to the market positioning of domestic brands. At this stage, customized products are bound to raise prices, which is contrary to the price sensitive characteristics of the consumers in the low-end market.

But in the future, providing customized products to customers is one of the major trends, and sporting goods retail is no exception.

Overall, online and offline deep integration, big data and cloud computing, zero inventory, experiential consumption, customized products and other trends are ultimately aimed at providing more efficient services to consumers, and through the upgrading of production, sales, logistics and other links to form a new retail mode.