The Battle For Retail Has Started. What Are The Ways In Which High Ranking Players Are Trying To Attract Customers?

In the trillions market of retail trade, all the major armies have already used the "secrets" that they have grasped into the battlefield.

Under the leadership of the leading giants, the retail industry is opening up a new chapter.

Amazon Amazon Go's continuous innovation, unmanned convenience stores, no supermarkets appear one after another; Alibaba released VR shopping products Buy+, has created a brand new life, trial and fitting rooms and other new brands; Jingdong in 618 during the use of UAVs for distribution at the same time, the major shopping malls 618 years of promotion to offline.

Faced with such a variety of retail market, how should the major retailers win the battle? Who is the high level player?

The necessary weapon for retailers to enter the war: data + all channels

Some people say that the future enterprise's war is the data force competition, the traditional retail merchant wants to be in

Survival and development

We must build our own big data system, especially for consumer data management applications.

1 data exists to satisfy the discerning consumption demand.

In the past period of time, both SF and Ali were "hit and run" in the data. The data are very important in today's enterprises, and the data dispute in various industries has not stopped.

Data is a new energy and new resource for future commercial development. Through various means of sharing and exchanging, enterprises can have a deeper understanding of consumers' psychology and behavior, and carry out corresponding analysis and prediction to achieve precise decision-making, management, marketing and so on.

KM, a designer who has been subverting and never stops, has always been a hot seller. To a large extent, it depends on skilled use of big data and ultimately exporting the value that consumers really desire.

The early product library is built on the basis of strong trend database. It collects the latest fashion trend data from all over the world, combines these trends with the needs of target consumers, produces fashionable, parity, and rich products, meets the fashion target consumers who want to protect their wallets. After sale, the all-weather data center continuously monitors the sales effect. The headquarters can track the sales data of each sales place in real time, identify the best selling and unsalable funds in the early stage of commodity listing, adjust the product structure and maintain the high turnover rate in time, and also make a new consumption forecast based on these data.

2 a simple combination of online and offline is not a full channel.

Online and offline "full channel" construction is the moment.

The basic configuration, referring to the whole channel, is a model for three brands of squirrels.

As a popular nut brand for young people, three squirrels are moving from line to line, and finally to the public market.

The three channels for building squirrels can achieve two links: Commodity links and service links.

Commodity: online and offline inventory is open, the price is the same; service links: delivery services, consulting services interoperability, online and offline membership, mutual interests and so on.

Of course, the most interesting is its unique shopping experience, through the unique experience of the line under the "three squirrels" brand, thus draining to the online store, so that consumers can not go to the entity shop can also buy its products.

For the e-commerce brand to move below the line, the most difficult thing to do is the same price on line and line. Three squirrels need a complete set of management system and decision-making system behind the realization of the same price, and the coordination ability of the leaders.

For the pure e-commerce brand and traditional retail brand, the whole channel can expand the market and increase the flow rate. At the same time, it can bring more complete and convenient experience to consumers, and better pform and retain consumers.

Retail businesses win the ultimate weapon of War: managing consumers with heart

If data and all channels are the necessary weapons for retail businesses to participate in the retail war, then the ultimate weapon in order to win this battle is the ultimate weapon, which is to manage consumers, pform product thinking into user thinking, and become the spokesperson of the user rather than the agent of the product.

User thinking, just as its name implies, is based on the user as the core, deeply cultivating users' preferences and needs, so that consumers can give brand preference and satisfaction.

1 make use of the community to improve the stickiness and turn consumers into friends.

Nike and Adidas have been leading the world.

Although Nike has been weighed down by Adidas recently, Nike is better than Adidas in terms of social operation capacity.

Nike+, which was launched in 2006, has evolved from a simple record mileage to a digital community of global sports enthusiasts. The release of official WeChat Nike+ Run Club in 2013 quickly detonated more than 1000 running WeChat groups.

Nike not only gained a large number of supporters through the community, but also ignited the running tide in every city to enhance its reputation.

In addition to Nike, Coca-Cola, Durex, designer fast fashion brand KM and the Imperial Palace Taobao and other brands rely on their unique role image in the social circle with consumers, get a lot of praise.

2 create an interactive experience that allows users to shout new and interesting. Besides buying, they can play.

Nowadays, there are good shopping experiences and good shopping experience to keep consumers' footsteps.

Designer fast fashion brand KM once invited the international buyer team to take the lead in the opening of the new store, providing consumers with all kinds of views. In addition, it invited the net red to enter the opening site to interact with the international customers, customers and fans online.

The experience of the Internet plus full experience has subverted the past cognition of consumers, and the experience of freshness has successfully captured the eye of consumers and made them cry for fun.

Recently, the trial and fitting room launched on Xingguang road in Hangzhou has made countless young women crazy. The fitting room has even been praised as a self seeking paradise for girls.

In the final analysis, it grasped the psychological insight of women's self love, and at the same time fully satisfied the young women's spiritual needs with high value design, interesting interaction, intimate details and intelligent black technology on all kinds of tall buildings.

Scan code into the shop, shop fitting, but also with any props to take pictures, an unprecedented sense of experience, enough to make the majority of women scream.

3 bring online consumption habits to the bottom line, bringing real convenience to consumers.

After Amazon Go, Amazon launched the Amazon book. When the traditional bookstore was busy with traffic, Amazon's bookstore needed queuing to enter the store.

The biggest attraction of bookstores is that the books in the shop are screened out by the analysis of big data accumulated over the past 20 years by Amazon, and only those books that evaluate more than four stars are available.

Qualifications, in addition, Amazon has also set up an interesting label system, "gifts for children" and "books most often added to the wish list", so that users really need to be the core, and readers no longer need to get entangled in what books to buy. Big data has helped readers to make a choice.

And this habit of consumption just coincided with our habit of online shopping. Amazon has brought online consumption habits to the bottom line, taking the lead in capturing business opportunities.

To achieve the retail of the heart, it is half the success. What kind of brand does the consumer like? It is nothing more than a brand that can understand the needs of the consumers and provide quality experience. The brand is eliminated because it does not have the support of technical means, but rather fails to be intimate. In addition, it also wants to innovate and make fun of all kinds of big data, so as to enhance its competitiveness.