New Retail Is Not Yet Mature "Payment Member Data" Full System Marketing

At last year's cloud habitat conference in Hangzhou, Ma Yun, chairman of the board of Alibaba group, proposed.

The concept is that in the coming period, the era of pure electric business has passed. There will be no e-commerce in the next ten or twenty years. Only new retail will be mentioned. New retail will not replace electric business, but will be more and more sad after the day of pure electric business.

Today, the concept of new retail has been put forward for nearly a year, but there are still many controversies about the definition and mode of new retail, but there is a basic consensus in the retail industry: technology driven will become the core of new retail.

New retail is not yet mature

After entering 2017, the new retail business seems to be good news.

The first day of the start of the chicken year, Zhang Jindong, the president of suing group, announced on the basis of more than 2000 suning.com direct battalions established in the countryside last year, and then built 1000 rural direct battalion stores this year. At the same time, it will set up 100 Suning stores in the second line city; and it has been thought to focus only on the millet in the line channel, and will focus on the next development of the line. Lei Jun, the chairman of the millet, disclosed at the beginning of the year, to set up 1000 millet home in the whole country, change the pure online commercial pattern of millet to the outside world, and the future millet to achieve a new retail model of online and offline integration. The entity store will be an important platform.

But behind the fire, the "new" concept that appears is not perfect.

First of all, although there are comments that "in the past two years, as the value of the entity store has been repositioned, the valuation of a large number of offline stores has doubled, and the burden of some people in the past has turned into wealth."

But the trouble that once made the electricity supplier quickly overcome the entity store still exists, that is, the cost that the entity store always stays high.

Data from a chain store show that in the three tier cities in the country, the annual rent of a physical store is close to 3000 yuan per square meter per year, while that of the first tier cities is more than 6000 yuan, and the cost of some gold areas is even higher.

In addition, according to the data provided by some traditional retail channels, the most attractive business models are catering, entertainment, early education, cinema and so on. UNIQLO, MUJI, Apple stores, famous watch shops, and high-end package shops are the most popular retail outlets in the commercial centers such as Kay Mao and Wanda.

This means that the backbone of traditional channel drainage is the business which can not be replaced by electricity providers or unable to provide help, and no combination of data and electricity providers generated by this part of the business will give a good answer.

According to a number of traditional retail channels visited by Tencent technology, each traditional channel has its own membership system and sales system, and its ability to analyze business logic is not necessarily lower than that of e-commerce. Many traditional channels believe that the problem of traditional channels may not be solved by electricity providers.

Li Ling, the general manager of the former intime general store, doubts publicly about the replacement of traditional retail by new retail. "The knockout is called the old one, and the retail industry is changing every day. Only retail, no new retail, innovation must respect the past."

Dong Mingzhu, chairman of GREE Electric Appliance Co., Ltd., in the "dialogue" program, was directly shelling Ma Yun's five "new", including the new retail business.

Progress is the manifestation of an era, and it has no particular importance. "

More attention should be paid to traditional retail channels. Once Alibaba's partners, intime department store has been on the road of privatization. In the future, if traditional retailers can't find out their own way of running the whole channel, those high-quality offline channels may only become the test fields of electric business.

"Payment member data" system

Different from the two eleven, the two sides of the Ali system have been focusing on offline experience, and some critics regard it as the pioneer of new retail.

According to Alipay's word of mouth data, during the period ~12 December 10, 2016, the total number of global participation in double 12 exceeded 110 million, of which 85 accounted for 68% of young people.

It is observed that in addition to Alipay, WeChat wallet, UnionPay and so on have been making efforts in the dual 12, and through the form of preferential subsidies to seize the source of tourists.

Among them, WeChat pays to attract users in the form of "encouragement money": users can pay an amount of encouragement money in WeChat's single payment, and encourage gold to deduct the next payment.

Unlike the "double 11" promotion logic, many businesses realize that online payment tools are becoming marketing platforms.

A businessman displayed to Tencent technology its membership system built on WeChat and Alipay word of mouth, and marketing for these precise users is becoming a new tool for retail sales.

More and more traditional retailers are beginning to realize that although electricity providers are becoming the mainstay of the business system, online retailers can not replace brands, producers and offline retailers.

Businesses and offline retailers and manufacturers are deeply integrated to form a new business form, create new full shopping experience for consumers, drive consumption upgrading and industrial upgrading together with entities.

Take the example of Suning, a typical representative of the traditional retail enterprises. In early 2010, suning.com went online, Suning store became a Suning Yi Gouyun store with display, experience, logistics, after-sales service and marketing as an integral whole. In 2013, Suning changed its name to "Suning cloud merchants", opened the online and offline prices, launched the open platform, and established the strategy of "one body and two wings" of "store business + electricity supplier + retail service provider".

A domestic appliance industry practitioner analysis said that for the brand business, the essence of Suning's operation is a typical case of full channel sales. The vast majority of retail channels in the future must be combined online and offline, and brand dealers will choose according to their brands in different channels.

Behind this new retail logic is the whole system marketing from payment to membership.

The essence of new retail is technological progress.

What is new retail? It's hard to say quickly.

Ma Yun said that online and offline and logistics must be combined to produce real new retail; Ali Research Institute in the "New Retail Research Report" that the new retail is a consumer driven data driven retail form, its core value is to maximize the circulation of the entire retail business efficiency; millet technology chairman Lei Jun believes that the essence of new retail is efficiency revolution.

The development of retail industry has gone through the pition from department stores to super stores, to chain stores. Retail products are becoming more and more abundant, and retail efficiency is also increasing.

With the progress of technology such as telephone, TV and Internet, retail has gradually changed from traditional retail to telephone shopping, TV shopping and electronic commerce. E-commerce has changed from traditional retail to active integration with traditional retail, and now to the new retail mode.

Obviously, the essence of every upgrade and progress of retail industry is the promotion of sales efficiency and the leap of technology.

The new concept of retail sales is built up on the basis of consumption upgrading. The pursuit of individuation and the special demand for services will push the overall upgrading of the retail industry.

When the demographic dividend gradually disappeared and the penetration of electricity providers approached the ceiling, Ali proposed the concept of new retail: to integrate user data as the core business and to experience experience as the core of traditional retailers to meet the real needs of consumers.

Tencent technology has visited many traditional retail channels. In fact, before the concept of big data has been put forward, traditional retail channels can build sales strategies based on data collected at ordinary times and separate member systems.

In the past, when faced with huge data, we could not understand the essence of things, and it would be even more impossible to make effective use of them.

In order to get erroneous inference in the work, it will lead to misunderstanding, and the coming of big data era will solve this problem.

Big data can be used for massive, dynamic, and continuous data, by mining new systems, new tools and new models, so as to gain insight and new value.

A retail practitioner told Tencent science and technology that the collection and application of big data is the foundation of new retail. The starting point of consumer change must be away from the nearest consumer. One of the key elements is to enhance its data capabilities and truly realize user experience centered business models.

Big data is only a small part of new retail application technology. With the development and application of new technology, China has become a new type of technology.

It will also develop more new ways of innovation, which is the real meaning of new retail.

Liu Xing, a partner of Sequoia China, said that the retail industry in the United States is very thin on the application of information technology. The gap with the United States is not only five years or ten years' problems: "the retail space under the line can be optimized too much space, the accuracy of data collection and collection, the granularity of analysis is too thick, and a little done can raise a lot of space."

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