The Red Unmanned Shelf Becomes A Dark Horse Under The New Retail Outlet.

Now, the unmanned shelves have covered the limelight of unmanned convenience stores.

The head of the tuyere manufacturer.

Public information shows that between January and July this year, there were 25 financing items disclosed in the unmanned shelf area, with an accumulated amount exceeding RMB 2 billion 800 million yuan.

With the further fermentation of the new retail concept and the temptation of many unreclaimed markets, more entrepreneurs will enter the field of unmanned shelves.

It will also usher in the financing speed and quota of sharing charging treasure and sharing bicycles, becoming a dark horse under the new retail outlet.

In the early days of the new retail concept, the unmanned convenience store caught the public's attention because of its cool face and payment technology. But then, the fruit box was deeply involved in the outage crisis and the EATBOX settlement and malfunction. It also pushed the convenience store to the blockbuster.

Compared with unmanned convenience stores, unmanned shelves are lighter in operation and assets. On the shop floor, unmanned shelves have penetrated into Alibaba, Baidu, China Mobile and other giant companies, and the reasons why they are welcomed by companies and users are inseparable from their three major advantages.

First, unmanned shelves have the advantage of distance, closer to consumers than external convenience stores.

Generally speaking, there are more than 30 shops on the unmanned shelves, which is very similar to the previous shared charging treasure. It is through the occupation of the closest consumer scenario to prompt consumers to spend.

But the shared charging treasure is close to the pseudo demand, which has been questioned.

Closer to consumers means two things.

First of all, consumers can reach products, such as drinks and snacks, to meet immediate needs. Think about it. It is undoubtedly a spiritual and material double satisfaction to pick up snacks that you like at any time of rest.

Secondly, close placement can produce a kind of consumption suggestion effect, especially in the office area, this consumption hint is more prominent under the contrast of serious scenes.

Moreover, an impulse to try new things will lead office white-collar workers to unmanned shelves.

Second, the unmanned shelves are highly self-service, and the cost of operation and maintenance is relatively high.

Take the recent convenient access to big money and Guo Xiaomei, for example, they use self-help selection and self payment mode.

Compared with the traditional convenience stores, this shopping process gives consumers freedom, the time and space constraints are solved, which undoubtedly saves part of the time cost for operators.

In addition, it is normal for a replenishment clerk to manage multiple shelves at the same time, and what the replenishment clerk does is relatively simple.

For example, Hami has settled in about 1000 enterprises in Beijing, with a density of 150 in 5 and 6 kilometers, and 3 personal services.

From the point of view of manpower cost and shelf quantity, after excluding cross operation factors, an average person can maintain 50 or so unmanned shelves. Such operation mode and operation cost can not be achieved by traditional convenience stores.

In this regard, we can make use of the price of goods and the rate of return to achieve evidence.

According to friends box, the average commodity price is 15% lower than that of 711 identical convenience stores.

Obviously, these price letting positions are entirely based on the reduction of operating costs.

In terms of return speed, Guo Xiaomei founder said, a fruit Xiaomei shelf return time generally in about two months.

The fast return is mainly due to high flow rate and low cost.

Thirdly, no shelf capacity is flexible and variable, updating commodity is quick and accurate, and is conducive to commodity promotion.

Compared with the SKU of large business super operation, the SKU of an unmanned rack is generally less than one hundred, but it can increase or reduce its SKU quantity in a certain range according to the size of the site and consumer demand, such as the combination container like Hami and friends box.

Because unmanned shelving is based on the company, it is quite enclosed in the enclosed space, and the number of consumers in this space is relatively fixed, and the space of activities is limited. Therefore, any change of goods on the unshelving can arouse the attention of all consumers in the scene, thus maximizing the exposure rate of goods. This is also based on such natural advantages.

And these are huge businesses that can't do that.

The red boom of the unmanned shelves has catered for the changing opportunity of the retail industry. That is to say, the large retailers, chain convenience stores, convenience stores and online providers have not yet excavated the invisible retail demand under the working scenario. On the other hand, they also represent the new retail trend, integrating the online and offline businesses to improve the efficiency of the retail chain.

Although the unmanned goods shelf is lighter than the unmanned convenience store and more grounded than the vending machine, according to its own characteristics, there are still two pain spots which are difficult to subvert in the short term.

First of all, shopping experience is not rich enough. The shopping atmosphere is very suitable for shopping shopping, because of its large volume of merchandise and crowded venues. The unmanned shelves are selected from the few products and the online payment is cold. The efficiency is improved, but shopping pleasure also decreases.

Secondly, shelf function is retro, unable to real-time analysis and operation, relatively passive.

No one manages the cost of saving, but the operator can not see and analyze consumer behavior at the same time. For example, when consumers choose, consumers are most concerned about which goods are the most concerned, and they are hesitant about which commodity.

Not only that, these consumer behavior, online payment data is also invisible.

In contrast, unmanned convenience stores have a relatively mature behavior recognition system, which can analyze consumer behavior and change the type and location of goods in time.

But for unmanned goods shelves, there is no technical analysis method, and it is a passive practice to completely pfer the shopping right to consumers.

However, the characteristics of the unmanned shelf determine that its current state can only be this way, so there is still a way to go from the realization of the new retail concept. In particular, the two problems must be solved if the unmanned rack is to evolve as soon as possible and become a new retail rookie.

First of all, online and offline fusion is not high, and the diversion effect is not yet formed.

In terms of the concept of new retail, online and offline should be integrated, or even real-time diversion.

However, the offline shopping and online payment are relatively independent and the effect of mutual diversion is relatively weak.

Although such unmanned shelving products such as Xiaomei and so on have the function of carrying goods, their online reclamation is still in the early stage. After all, the most important concern of unmanned shelving is to occupy more venues as soon as possible and get the most users at the lowest cost.

Secondly, it is difficult to get rid of homogenization ills and achieve thousands of stores.

Although all the retail shelves of unmanned shelves are emphasizing that they want to be the leader in the second half, they promise that the products are unique and can match the tastes of consumers and distinguish them from other competitors. But they may have overlooked the fact that the popular FMCG is fixed, and at best it is hundreds of SKU.

So, the rest of the shelf space can be free to play? In fact, for new products, consumers have the urge to try, but their sales and popularity still need to be tested for a certain time.

Therefore, when the shelf capacity is limited, the popular fast moving products are all the same. In addition to the less shelf space, the unmanned shelves have to bear a certain risk of unsalable and wastage for the new products on the shelves.

From a different perspective, now is the early stage of the unmanned shelves, the less hand and the more moderate competition. Once entering the high-speed delivery period like shared charging treasure, there is a positive conflict between the unmanned shelves, whether it can achieve thousands of stores, and the difference between the competitors and the competitors is to see its own team strength.

Moreover, the unmanned shelves that every company can afford is limited. Unless it is alone or far away from each other, differentiated marketing may be a mere myth.

On the whole, unmanned shelves are still in the exploratory stage because they are still in the initial stage of development, so they have not yet completed the requirements of the new retail evolution. At this stage, they can only be regarded as foreplay, bringing a little new interest to everyone.

Think carefully, why no shelf can land, it is only in the payment link to open up the online channel, and just choose the office of this interpersonal binding strong scenes, if put in the Internet is not popularized era or other public scenes, this is far from the imagination.

Although there is still a new retail front game on the unmanned shelves, its development is relatively clear, that is to improve efficiency and experience.

Thus, there are roughly three major development paths for the future of unmanned shelves.

First, the technology of biometrics and big data is embedded in unmanned shelves.

The vast majority of unmanned shelves are too simple now, and remain in a simple storage function stage, so that there is no sense of technology.

But the unmanned rack will eventually go to the stage of online operation and analysis, so biometrics or big data will be integrated into the unmanned shelf sooner or later to improve the shopping experience.

For example, in 2015, the leading frog, who was admitted to the stadium in the near future, will pay the voice camera and face recognition technology embedded in the shelf in the recent intelligent upgrade. According to its founder, the purpose is to get more detailed consumption behavior.

For example, the sunshine lottery, which has just won the Pre-A round of financing, is also accelerating the development of smart shelves.

As market competition intensifies and user consumption habits are formed, more unmanned shelves will be put into the embrace of intelligence.

Because capturing user behavior is the foundation of big data technology, analyzing user behavior through big data has become the key to improve the product structure and product positioning, such as how to change the quantity and brand ratio of fast food products, the number of class a drinks, and the number of B snacks.

That is to say, all the technical aids can be used to improve the precision marketing ability and the ability to acquire passengers on the unmanned shelves.

Second, it forms a micro ecology based on retailing, entertainment and social interaction.

In fact, the high degree of openness of unmanned shelves is very beneficial to the formation of its retail ecology.

On the one hand, unmanned shelves are originally placed in a corporate cultural ecosystem with inherent advantages in the atmosphere. On the other hand, the retail function of unmanned shelves can gather people's flow and lay the foundation for social functions.

Referring to the retail ecological effects of large supermarkets, such as WAL-MART, Carrefour and other shopping malls are generally combined with catering and entertainment establishments, we can conclude that the more pure trading sites of unmanned shelves can completely form their own small ecological groups, such as putting a wolf to kill a table or laying an arcade. No matter strangers, they can spend some leisure time here, just like Starbucks afternoon tea.

The formation of this ecosystem can be called the unattended shelf culture, which not only improves the customer's staying time, but also helps to sell fast food products.

With the intensification of market competition, the first batch of entrepreneurs who want to change their shelves will be bold enough to step into this concept and win more say for themselves.

Third, customized retailing, expansion of commodity scope, and logistics of unmanned shelves.

For unmanned shelving, the capacity under the line must be limited to ensure beauty and overall coordination.

In contrast, the online platform can be built according to the mode of the electricity supplier. Even if there is no goods under the line, as long as the consumers have needs, then the next replenishment time will be delivered directly from the replenishment clerk to the O2O local life service, like the US group.

As a result, goods other than fast moving goods can also become the object of purchase. This undoubtedly greatly expands the scope of business, so the imagination is very large.

Moreover, such a customized retail process is simple and efficient. First of all, online shopping is the designated commodity, followed by fixed time delivery. The customization here involves not only goods, but also distribution services.

Compared with city express, the replenishment time and replenishment quantity of unmanned shelving are fixed, so it is advantageous to limit manpower cost and time cost to a certain extent.

With the maturity of online stores, the improvement of replenishment and warehousing systems, customized retail services will be very common, and the frequency of fixed point logistics services will also increase. This will also add a logistics pfer function to unmanned shelves. On the one hand, consumers can pick up their own online ordering products in the replenishment area; on the other hand, when a shelf is out of stock, the goods on the nearest shelves can be downloaded from the coordination of the replenishment Coordinant to replenish the unwanted shelves.

All in all, the essence of unmanned shelves is based on B terminal and service C terminal retail scene. In the early stage of development, it is the most critical link to seize the online and offline traffic as soon as possible. Although the current unmanned shelf is still some distance away from the realization of new retail, with the diversified development of the unmanned shelves and the rapid expansion of the industry, the new retail position or the unmanned shelf will take the lead in landing and landing the first stable market.

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