Sequoia Capital: Why Do The Offline Retailers Get On The Train For Spring?

In the face of today's complex consumption and retail environment, many people will ask what the future of consumer retailing should be. In the past five years, we have explored different patterns, seized different opportunities and fell into different "pits". Exploring retail outlets is like walking on the way to the Western Paradise.

Offline retail has been talking about pformation from earlier on. From all channels, O2O, Internet +, and new retail to the latest S2b mode, various new concepts and ideas are emerging one after another. In 2017, it has more than half. Today, we will summarize the new phenomenon of online retailing in the first half of 2017, so as to bring new inspiration.

Analysis of the four new phenomena in the retail industry in the first half of 2017:

First, there will be great opportunities for practitioners to become new groups.

Speaking of the new crowd, the first time we think of consumers is, but the new group of new retailers is not only consumers, but also practitioners.

In the trading process, buyers and sellers are indispensable. The goods and services enjoyed by consumers in the trading session are provided by practitioners, and the most scarce ones in the market are excellent practitioners.

Why is there a phenomenon in today's market? Consumers are not satisfied with demand but businesses can't sell goods.

The fundamental reason is the asymmetry of supply and demand. Therefore, in new retail, practitioners are required to keep pace with consumers.

For example, brands that are often surviving in competitive apparel industry are brands that keep pace with consumers. For example, they have become consumers' favorite designers, fast fashion brand KM for two consecutive years.

The most powerful part of him is to understand the current consumption demand and produce marketable goods with consumers at the same height or even higher level.

They are catching up with the rising generation, knowing that they love fashion but can not afford to spend a lot of money, so they design products that are fashionable and affordable for this type of consumer.

Whether in the past or in the future, the retail industry is not always a demand, but a commodity that satisfies demand, so there is still a great chance for them to face them.

Two, artificial intelligence and big data used in offline retail has become an established fact.

When it comes to new technology, we have to mention artificial intelligence and big data.

A company in the US developed a robot for the retail industry. It can tour the shelves to monitor the sales of goods and feedback the data to the backstage, telling the backstage managers to replenish the goods.

By using this robot, the labor and the efficiency of the shop are greatly reduced.

During the 618 activity, Jingdong dispatched all kinds of UAVs to distribute goods for all major users. It is an established fact that large-scale artificial intelligence will be applied to retailing in the future.

Besides the hardware, there are all kinds of soft data analysis behind the new technology of retail.

Many people think that marketing is a soft thing, but in fact, he is a data discipline.

Take the price strategy as an example, most Chinese retail brands are still at the initial stage of pricing, and most of them are lack of scientific analysis and basis.

In the United States, the application of information technology in the retail industry has been very comprehensive and mature, while the retail industry in China still has a long way to go for the application of related technologies.

In fact, the retail space under the line can be optimized very much. As long as the accuracy of data collation, collection and analysis can be improved, it can be greatly improved.

Three, the new format of the construction of the big true and false tuyere

Convenience stores that satisfy inertia: convenience stores

It is also a windy mouth. Convenience stores such as Today convenience stores and convenience bees have sprung up like mushrooms. Intensive distribution and direct access to the terminal communities have greatly satisfied the inertia of contemporary people.

Besides, unmanned trafficking is also a new hot spot. Unmanned convenience stores such as Auchan, big RFA, wheelys and other brands are gradually appearing before the public, not to mention all kinds of vending machines.

Net red grade diet: talking about the net red of the catering industry, we must mention the brand of tea, the tea of snow, and the master of Bao.

They used to occupy the headlines of the big circle of friends and the public. Many people queued for hours just to have a cup of tea and a cake.

With the upgrading of consumption and the pursuit of health and other factors, this new type of diet presents a new format to the public.

They represent a new generation of entrepreneurs in the new retail industry, thinking of innovation from a younger and higher level, bringing new directions to the retail industry.

The mini KTV and gymnasium, which are entertainment short and fast, show the advantages of self-service terminals, and seize opportunities to build Mini KTV and gym. The fragmentation time also has a great commercial value.

Lei Shi and friends sing M - bar and Mi Da to seize the corners of the major business circles and catch the attention of young people quickly.

Multi dimensional new supermarket: the emergence of super species and box horse birth has broken the impression of traditional supermarkets.

They combine different kinds of species with different styles and characteristics into the shop to give people the impression that the combination of characteristic restaurants and boutique supermarkets meets the needs of the new types of consumers.

Four, selling new products and selling new brands.

What does retail do? Retail is selling products and services that satisfy the needs of consumers. The emergence of new brands is driving the development of retail.

The emergence of such brands as millet home and cotton era has added vitality to offline retailing.

It is reported that Xiaomi's home is second only to Apple stores. Besides selling mobile phones and a series of intelligent products, customers can make various product experiences in the store.

The cotton era is a brand that explains consumption upgrading very well. Taking one of its products called cotton scarves as an example, it is the patented technology of the company. It is not a paper towel, better than a napkin.

Users generally praise, but the higher unit price is a pity.

The emergence of these brands brings not only high-quality products to consumers, but also unexpected good experiences.

People, goods and fields overlap each other to create a new dimension.

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Before the advent of China's retail industry, it was still in its infancy, when everything was about business premises rather than commodities and consumers.

The emergence of the electricity supplier has handled the relationship between the three parties of people, goods and fields, and immediately reduced the retail sales under the line.

In the final analysis, the real core of retailing is to do well in the three areas of people, goods and markets, and broaden the dimensions. Every element needs to be wired and online, and their status and scene are different.

"Field" is a virtual field on line, online is the field of entities; the same is true for goods. What is seen in a store is different from the order of SKU in the virtual space.

The three elements overlap the dimensions of online and offline, and the interactive relationship between them can be magnified infinitely. This is why the new retailer has more space to break through to practitioners.

As long as practitioners find new solutions in several interactive correspondences, they can create pleasant new experiences for users.