It'S The KM Brand! It'S Flying At The Outlet Of 4 Of Retail.

The McKinsey report shows that retail formats have entered the 4 era.

In 1916, it was characterized by scale, standardization and efficiency. Retail 1, marked by retail chains such as Carrefour, WAL-MART and other large chain store chains, including Amazon, e-Bay, and even retail sales of e-commerce, such as Taobao and Tmall, were 3. This wave of retail sales of 4, based on the popularity of smart mobile devices and the rise of electronic payment, made consumers free to shop online no matter through PC or smart phones, and there was no time limit or border restrictions.

With the concept of "retail 4" coming out, the complex emotions of opportunity, wealth, crisis and panic once again push retailers to new excitement.

Why are the fools who are still under the line?

Physical advantages have been rising.

Do not talk about what entity and virtual, offline and online, the whole channel operation is the general trend, and it is a foregone conclusion.

Under such a situation, it is possible to ignore, shortsighted and lagging behind the argument that "entity will die", "entity is good or electricity supplier is good".

Online and offline are only channels. In the current market environment, there is no point in discussing the channels. All of them will eventually return to the essence of retail business and the essence of business.

The core of business is always supply and demand.

No matter how many times the retail price is pferred to 0, the nature of retail will not change, that is, to meet the needs of consumers.

What is retail 4?

The evolution of 1 to 4 retail sales is essentially due to the different environment, the different user needs, the different degree of possession of enterprise resources, and the different business practices ultimately directed.

Retail 4 itself is not new, it refers to the present.

He does not represent the operation of the whole channel, nor does it emphasize the importance of brand value. Of course, it does not need to drag on the upgrading of consumption. In the final analysis, it is just the same reason to break up the reorganization and re-examine the thinking of the current market structure.

In short, we need to think again about what consumers need today and what new abilities and resources I have to give them new satisfaction.

In May this year, the Ali Research Institute and Alibaba APASS black card club (that is, Alibaba group last year, spending more than 30 RMB 10000 yuan and having good credit shopping records) jointly released a high-end online shopping consumer survey report, the Internet high-end consumption orange peel book.

The analysis shows that the biggest feature of this group is not superstition "the most expensive and the best", and how to know how to spend money wisely and intelligently is the ultimate pursuit of comfort.

This shows that with the increase of income, the consumer preferences of Chinese consumers begin to be related to the quality of life, emotional factors, personalization and design sense, that is, "consumption upgrading".

This upgrading of consumption is not only a growth of consumption ability, but also represents the consumption habits and logic of consumers, and the way to choose products is different from the past.

Retail 4 Strategy: what do pigs do on the draught?

1, consumer upgrading is a false concept, or need more than the price ah!

The natural development law of things is growth and maturity.

The escalation of consumption has been going on, even in the 4 Retail era.

People are more willing to spend money on pleasing themselves, and more willing to pay for good design, but this does not mean that there are opportunities for high priced goods.

Rather than the pursuit of "multi", "fast", "good" and "provincial" by the consumers of physical retail, it is rather the common characteristic of human nature that individuals like "multi", "fast", "good" and "provincial".

For these reasons, the current commercial market is showing a crazily "fast fashion". People may have tasted the sweetness of fast fashion, and find that if they turn their models into fast fashion, they can immediately sit on the huge mainstream market and attract Max!

But the reality is cruel.

In addition to sitting quietly.

In the market, the fast fashion brands that are worth mentioning in the market are not many: the KM of the crazy shop does not play cards according to the licensing principle. In 2016, the men's wear category also made a good pcript with more than 300 new stores; the old brand Uniqlo made double eleven, opened the new Deputy brand, and rebuilt the brand culture.

The ups and downs are hard to toss, but they are still steady; the theme of the topic is excellent products, and this year has not been stopped.

In addition to the efforts at the product and design level, the fastest fashion brand is the most serious cost control, low price, low price and lower price. In the past, customers entered the retail store only when they entered the doorway.

Coupled with the lack of ability to use big data in the past, the traditional retailer failed to make use of the supply of data based on demand, rapid iteration, and ultimately cut costs.

Competition in the fast fashion field will continue to intensify in the future. If you want to shake off your opponent, you still need to work hard in four words: "multi", "fast", "good" and "saving".

"Good" is not only a good product, but also a good experience. "Saving" is not only saving consumers' prices, but also saving time.

2, to promote the promotion and dissemination of strong, and then talk about robbing people rush traffic!

As a marketing school in Huangpu military academy, Procter & Gamble has been sticking to the success of the year: functional product positioning + creative advertising + expert testimony.

But in recent years, with the development of mobile Internet, with the increase of residents' income and the rise of 85 consumer groups, these modes of pmission and touch can hardly reach the target audience, let alone consumers.

Because of this, Procter and Gamble has finally entered the pit on the way of innovation and promotion, and its brand group has been told that it must be innovated. It must be done in a way that consumers like to communicate, increasing entertainment marketing, topic marketing, hot marketing, implanting marketing, and absorbing more 90% into the marketing department.

In market promotion, traditional retailing is a single or flat thinking. Through shops issuing leaflets, doorway sales promotion, public numbers to promote sales information, or through old customers to bring new customers, the basic activities are within the effective resources of the shop without breaking.

Store operation is also limited to physical space, stores inside and before and after the operation, the store can see information processing.

Nowadays, when consumers are completely out of shop, this thinking is obviously very narrow.

Nowadays, consumers are not only followers, purchasers, users, but also disseminators and operators.

The spread of the past is word-of-mouth and slow. In the Internet age, we need to create trumpets for consumers to spread.

The traditional promotion is a price war, but nowadays, the price can only solve the purchasing power of the store consumers. The retail sales promotion is really spreading today.

3. Exchange of resources and retail with the thinking of active companies and public relations companies

In the past, we did sales promotion.

It can sell the goods, but now it is completely out of order.

When the channel is completely used up and consumers are numb with universal communication, we have to turn over to think about retail again: what do we really want?

Do we need to add some innovative thinking to ourselves or do we need to overlay some seemingly brand culture?

No!

There is only one question to think about: how can I sell the goods?

If the channel is saturated, will it be able to integrate into other people's channels to cooperate? Dissemination is too ordinary, how can it play different points? It is obvious that in the past, by opening stores and promoting sales, it is now necessary to work together to play cross-border.

Take customer entry as an example. First of all, we can not think of opening a store, but how to let customers know that there is such a store within 5 kilometers or 10 kilometers.

It can be engrafted in the community, schools, customers' circle of friends, and even in different industries, such as selling clothes in the studio, selling cosmetics in underwear stores, etc., all we need to do is to exchange resources, that is, push the two dimensional code.

Secondly, we should go out and deal with all the people who are related to the customers, and store the information in all places that may be active with customers or where there may be links.

Finally, the business circle is infinite, the traditional shops may have regional restrictions, but with fast logistics and payment, business can be infinitely large today.

THERMOS plays cross-border cooperation

4, who doesn't know the importance of membership operation and precision marketing?

In the past, there was no online shopping, so long as we had a good position, we were not afraid of no business.

But in this age of grabbing traffic, finding customers is more important and harder than finding a store.

An ideal customer operation path is like this: where the customer is, marketing must be done, starting with members, knowing what kind of people the group information objects are, what attributes they have, focusing on the key dynamics of the circle of friends, and ultimately achieving the precision marketing.

But the question is, how to execute it?

Whether they are member management, precision marketing or VIP privileges, these words are familiar to everyone, but in the past, only the luxury industry could really achieve precision marketing.

In terms of mass retail, this piece can only be reduced to "talking about it". "Dreams are always good."

Precision marketing does not mean large volume data placement through big data operations. It also involves a series of follow-up steps in consumer links, supply on demand, which means that precision marketing is bound to have the attributes of personalized customization, and it will inevitably require high operational costs and human cost inputs.

There is no doubt that the high premium luxury goods industry should make precise marketing. Whether the retail market of the mass market should be copied is still open to question.

There is no perfect enterprise or perfect business model.

The times may not be all the same.

It is better to strive for perfection than to strive for perfection.

The word innovation has long been said to be no longer innovative.

The essence of retailing has not changed, and understanding demand meets demand.

No matter how many retail outlets 0, what we need to do is always based on the present, refresh our cognition, examine new groups with new thinking ways, set up new channel combinations and new promotional combinations to cater for a new era.