Seven Wolves Executives Summed Up The Secret: How To Do Retail?

At present, most of China's lines are below. Retailer It is still in the 1 stage of retailing with shops as the core and simply building up brands and products. Before realizing the future vision of new retail, retailers should go through the upgrading from 1 to 2, and make up for homework in the category structure arrangement and service experience optimization.

Retail 2 must have three capabilities:

1, go brand and turn to scene.

2, farewell to hodgepodge and unify the aesthetic language;

3, improve the shopping experience, including improving the visual planning ability and social skills, and turn the selling logic into the logic of making friends.

* the 3 retail sales representing new retail outlets also need to add three capabilities on the above basis:

1, change into a social group and gather fans effectively according to category.

2, increase the precision marketing of SCRM system, and even use the underlying data to export products.

3, constantly optimize the category structure and introduce new products in time. Increase SCRM system for precision marketing, and even use the underlying data to export products;

4, constantly optimize the category structure and introduce new products in time.

Last summer, designer brand incubator capsule fashion gained 4 million 500 thousand yuan angel investment from Feng Rui capital, founder Yan Jun launched the first brand FreeJOY in half a year, the sign sheet is a sports leisure jeans that women can wear to fitness. Before he started his business, he served as deputy general manager of the seven wolf industrial Limited by Share Ltd. He was responsible for leading the fashionable transformation of the company's main brand and invited him to step on the T stage of Milan fashion week.

After leaving the traditional garment enterprises, Yan Jun, an independent fashion designer, runs around the world, looking for fabric suppliers and design resources for his own start-up companies. He also plans to bring her own brand to the bottom of the line in the form of a collection store to the successful retailers. So far, he has made special visits to Japan for six times. In Yan Jun's view, Japanese companies with deep experience in understanding consumers and providing extreme experience may serve as a reference to help some confused Chinese practitioners solve some problems.

　　 Yan Jun interviewed him on the phone and asked him to talk about the experience of the Japanese retail industry. The following are interviews:

Capsule fashion founder Yan Jun

During the Spring Festival in 2017, when I went to Japan to explore the market, I focused on the retail format of Tokyo. When online retailing is widely declines, I feel that Japan has achieved the ultimate goal of retail sales through accurate insights into consumer trends. In late May, I plan to lead some people in the industry to visit Japan again, and go deep into the benchmarking retail business there. By studying their development track and business philosophy, we can try to explore how China's retail formats, especially offline retail, can build a reasonable future pattern.

The retail industry in China is actually seeking transformation. On the one hand, Ali has proposed "new retail", while some retailers have done well, and some have not done well. But for common and trend, no matter what kind of structure, retail experience, or how to integrate online and big data, we all have a consensus, but we don't know how to do it.

China and the United States, Europe and Japan are different in terms of the offline business format. As far as my experience is concerned, most of the Chinese cities are built according to the so-called logic of the United States: housing around the city and commuting in the city centre. This mode of the United States has spawned many orlies, and we can see that many cities in China are similar in layout. For example, Wanda's commercial bodies are mostly concentrated in the combination of urban and rural areas, which is combined with the characteristics of China's urbanization process and the distribution of life circle. Shanghai is more convenient than Hongkong and Tokyo. It is a convenient form of life circle and business circle. Shopping centers and convenience stores are very developed. People living in Shanghai will feel very convenient.

But even so, there is still a gap between Shanghai and Japan. The first level is reflected in the planning and perfection of the life circle of the city itself. The second level is embodied in the structure and service experience of the consumption industry. In fact, we are trying to transform this part. I think the direction should be more reference to the more developed retail economy in Japan and Europe, and not only to introduce the concept of "online" and Internet, but also to solve the problem under the line.

　　 From 1 to 3

Behind the upgrading of the Chinese market is the adjustment of consumer goods category structure, format, service and experience. I define Ma Yun's new retail as the 3 version of retail, and China is basically in the 1 version. If there is no 2 over the middle, the retail industry will not reach 3. With these three stages of analysis, you will find it very meaningful to come to Japan.

The so-called retail 1, that is, most retailers and brands pay attention to the concept of "shop". That is to open a store, in the store business two ideas, one is brand oriented, the other is product oriented. A collection store like IT is a collection of designer brands such as bape and Evisu. But the composition of a store is to separate each designer brand area and then pinch them together to form a collection store, which is brand orientation. Product orientation is the current situation of many Chinese brands. They put a product series into the shop and decompose it.

The thinking of this shop has been greatly limited. The first limitation is that the volume of offline traffic and passenger capacity are weakening. On the one hand, there are more and more channels from street shops, department stores to shopping centers, and the degree of composite is also high. Many retailers have reported all kinds of learning classes to find out how to do 5 million or even 1000 million from a single store. This is still the 1 version. It is still based on the logic of shops, brands and products, and is doing business in 3 million. On the other hand, the rent is soaring under the line, the ratio of rent to sale is more and more unreasonable, so profits are becoming more and more difficult.

There are three changes in retail sales of 2. In Japan, you can see three characteristics of 2 of retail sales very clearly.

First is the transformation of brand and product to the direction of scene. Four years ago, I contacted a retailer in Holland, called Zoomers Fashion Group. Its lifestyle collection shop was nearly 20 thousand square meters, and it was located in a small town next to Amsterdam, Holland. This 20 thousand square meter basically covers girls from young women to mature women, young people to young people, to white-collar workers, senior executives, and families from children to adults can find suitable supplies. But when you enter the shop, you will not get angry or ambiguous cognition. This is because it distinguishes according to the scene of life. For example, you like to ride a bicycle, it has a riding scene; you are a senior executive, and there is a study or administrative office in the store. Every scene is converted by some design methods of shops. When you turn around, you will never feel that you have finished shopping.

Another example is Maison Iena, a "one stop goddess collection shop" in Tokyo. It divides women's life scenes into 16 categories, including getting up in the morning to bake cake, make coffee, make friends during the day, watch movies and date, and bathe and change clothes all the time, and distribute the commodity category according to the 16 scenes.

Maison Iena

The second change is the consistency of aesthetic expression. Aesthetic expression has two meanings. The first level is the aesthetics of the crowd. Seven wolves When we are fashionable, we find that people who are born in 60s, 70s, 80s, and 90s are different. If you want to attract 90 people into the store, your costume design aesthetics must conform to the aesthetic standards of this group. The second level is the aesthetics of products. There is a brand called Trendiano in China. Its expression is borrowed from some designer brands in Japan. Besides black is always the main color, it has always adhered to some design aesthetics, such as asymmetry. Its zippers are always side zippers, very few zippers, and some splicing elements are also asymmetrical. It also uses many feminine fabrics and accessories in men's clothing, such as gauze. So its design aesthetics makes young people feel that they are in line with their aesthetics.

The third change is the perfection of experience. This part also has three components: one is VMD, that is visual planning. In recent years, visual merchandising is a very important part of UNIQLO, including color, line and category arrangement, which can create a good shopping atmosphere.

Two from the service, you will see that the service in Japan is very fine. If there is a rainy day, there will be special rainproof plastic bags in the shop. When each salesperson packages products for the consumers, they will do it manually with special wrapping paper, and many meticulous service experience is in place.

Three, the future experience with Chinese characteristics will increase the social part. If a shop assistant or shop does not understand social networking, it will not be able to assemble your VIP members, which will be a test for future retail sales. It should not be a logic of selling, but a logic of making friends. Let's take the example of Holland's lifestyle store. It trains every shop assistant into a dress consultant and a fashion designer. If you see that you have special decorations, he will come up to you to chat with you, praise you, and let the shop assistants try to be friends with their guests.

The 3 version also requires several additional capabilities. From 2 to 3, first of all, we should turn social interaction into a concept of community, that is, you can gather and interact with your users based on different lifestyles or categories. For example, some shops in Nike will organize running groups and basketball interest clubs. This is a good example. Secondly, we need to increase the membership marketing system of SCRM (socialized customer relationship management system). First we must form the big data of members, and then push the products and predict product planning according to user's habits.

Now big data has also become a concept called smart retailing, that is, when the underlying data reaches a certain amount, it can reverse export some products. There is a company in Shenzhen that deals with the fashionable styles and fabrics of T, which have been accumulated over the past decades through big data. These contents are not enough to feed the intelligent robot now, but after a while, it may be possible to predict the fashion trend through data analysis, and even replace some designers' work.

Third, we must have the ability to see new categories and adjust the positioning in time. This is what new retailers must have. Now everyone is talking about consumption upgrading. In fact, what you need is to constantly optimize the category structure and introduce new product types in time. The reason why the famous brand is successful is that it continues to search for small products that conform to the concept of "ten yuan boutique", and then brings them in to make explosive payments.

　　 Which retailers are most likely to learn from Japanese retail industry?

As discussed above, the retail trend is matched by your business capabilities and development stages. If the basic capabilities are not available, the next development will be difficult to sustain. In other words, there may be many reasons for a good or bad business. First, it must be the location. The law of retail is that the location is bad and there is no traffic. This is almost the rule of iron. Then the location is related to the location of the customer group. If the location is right and the customer orientation is not defective, the next problem may be the category structure or the ability to operate. I think these two aspects are the courses that many retailers in China need to fill.

When you know how to manage, you can let the category speak and create some interaction with consumers. In Japanese retail business, the concept of gift is emphasized, and guests are attracted by gifts. For example, when mother's day came, we prepared a bunch of flowers for mothers, so that consumers could enter the shop because they like the flowers and then consume other products. Our domestic festivals often promote sales, often you buy my clothes, I give you a bunch of flowers, which makes flowers become a promotional tool, but it will make consumers feel excluded, and gifts are two different logics.

As to which retailers are most likely to learn from Japan's retail industry, I suggest that they be divided into four categories. The most likely way to achieve this transformation is shopping center, because it itself is a commercial complex, the volume is to cover all categories, and the closest way of life, the representative is Hongkong's K11, they have been trying to create such a pattern.

K11 shopping center Shanghai shop

Then department stores, most of the shopping malls in China are not particularly mature at present. The department stores in Japan have been highly fragmented, so that male goods can be sold on one floor alone, while women are in another building. At the same time, each category has enough depth and the category is very clear. Like cigar and red wine can be a layer, like the decoration is a layer, sports and leisure is a layer, you want designer brand, tide card, luxury, custom, also have the corresponding floor or area, it is based on the consumer's ability or stage, rather than simply stratified according to age. In areas where Shanghai and Hangzhou are more concentrated, there is a higher chance of transformation in traditional department stores.

Wakubo Rei fashion concept store Dover Street Market

And then there are powerful brands on the line. For example, the three squirrels who make fast food products also have some accumulation in IP, so it can be more entertaining in the future, such as combining with network dramas and big movies, then pushing their tide cards and derivative products, not only selling nuts, but also selling accessories, similar to Hello Kitty and Disney. In the future, they also plan to build "squirrel town" to form a retail experience space under some entertainment lines.

After that is the brand. Agent Or retail stores, such as IT, join operators to transform into a scenario of retail space, such as Chuan Jiu Bao Ling's Dover Street Market, is actually very easy, and now can also see that some retailers are adjusting according to this idea.

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