How Do Businesses Play New Retail In The 11 Two?

"This year

The total sales increased by about 240%, but there was no specific number of customers entering the store, but doubling is positive.

For the first time in double 11 period

Achievements

Wang Leilei, group head of retail channel, is quite satisfied.

According to the world clothing shoes and hats net, this year's double 11 coincides with the concept of "new retail", which has reached 1st anniversary. In addition to the expected 168 billion 200 million yuan final turnover figures, new retail has also become the focus of attention.

In November 11th, TechWeb visited four shops in Shanghai world port shopping mall to see how they played the new retail business during the double 11 period.

Online and offline offers to double the number of guests entering the store

In October 2016, Ma Yun first put forward the concept of "new retailing" at the cloud habitat conference. The combination of online and offline is a major feature of new retail. It is also the direction of double 11 practice this year.

Around 2:30 p.m. on November 11th, TechWeb arrived at the VERO MODA line in Shanghai world port, the popular fashion group. The shops were very popular, and people from the store came in and out.

Wang Leilei said, "this also depends on the realization of preferential synchronization under the online and offline".

This year, the online and offline SKU of Linghua fashion group joined the double 11 in the first year.

The online flagship store has the same style of clothing as the offline stores, and some discount is synchronized.

Online shop offers, as well as Tmall's double 11 "catch cat and cat" game related to the shops can be rewarded online.

The bonus obtained from the online AR scanning code can also be used online.

When it comes to the changes brought about by new retail stores, Wang Leilei says it is obvious that there are more customers.

"The specific figures are not, but doubling is affirmative.

Double 11 is just right to catch up with Saturday, and online and offline offers the same thing.

This change also exists in the flash shop under the line of AI and Unilever.

These flash stores have implanted their products into offline interactive games, enabling consumers to understand brands and products while playing games.

Unilever brand leader Jacky told TechWeb that 11 days before the shop opened to about 3 p.m., more than 3000 people came to the store. Most of them were concerned about Unilever's flagship store by scanning the two-dimensional code.

Responsible for the brand name, the flash shop's game details introduced the origin of the brand milk powder and the process of making, packaging and selling. The traffic volume of the morning of the 11 day has been flat with that of 10 days.

The growth of popularity has also brought about an increase in sales. Wang Leilei disclosed that "double 11 sales this year increased by 240% compared to last year".

CEO Daniel Chan, the leading Yintai group of domestic department stores, also mentioned the sharing of Tmall's dual 11 media. At present, 90% of the guests have been integrated online and offline.

Double 11 Yintai passenger traffic increased by 22% over the same period last year, and sales grew by 25% over the same period last year.

However, as Daniel Chan said, new retail is not just the mutual drainage of online and offline, but also the synchronization of the two information.

Nail brand Miss Candy is through this way to reach more customers.

Compared to costumes and other categories, the offline experience is very important, especially some nail polish products. When customers visit the Miss Candy store, they can get all the information on the same product online at any time and anywhere. They do not go to the physical store, but also participate in the discount activities under the line. This is a combination process.

Liu Yanan, director of offline channel development, said that Miss Candy was founded by Amoy brand, opened Tmall flagship store in April last year, and moved Taobao users to Tmall.

At the end of 2015, we began to make offline stores. At present, the annual sales volume on the line is 5 to 6 times below the line, but there is still a lot of potential to be done under the offline potential.

Offline shop near the delivery logistics to achieve the next day

Three days after the double 11, logistics became the worst hit area in Tucao.

One of the changes made by the fashion group is to send goods to the nearest stores.

Take VERO MODA as an example, at 11 o'clock, consumers began to cram the order. After receiving the order, the staff at the nearest store worked late at night to pack, and the second day courier came to pick up the goods. Some of the orders could be reached the same day.

It is reported that the group has four brands, including VERO MODA, ONLY, JACK&JONES and Selected, and the more than 8000 offline stores basically cover the life circle of the major cities.

Wang Leilei revealed that 4 or 5 hours after the 11 day zero point, 400 thousand orders have been received nationwide, and larger stores can send at least 200 orders.

When we arrived at the VERO MODA store in the world port, some parcels had been piled up near the cash register.

Last year, UNIQLO, the champion of Tmall's double 11 sales list, decided last year that all orders from Tmall, and orders from the online market during the double 11 period, would be available to consumers at nearby UNIQLO stores.

Such changes will save time and delivery costs in addition to providing users with a better store experience.

Wang Leilei, for example, said that the storehouse of bestseller is mainly in three cities of Tianjin, Shanghai and Guangzhou. Before shipment, these goods are sent from these places. If they encounter relatively far away places, they will also know the cost of time.

This year's double 11 period, Ma Yun and Liu Qiangdong in the CCTV financial interview, mentioned the "online offline integration" trend, Ali's new retail and Jingdong's unbounded retail, although the name is different, but essentially the same is emphasized in online and offline integration.

In 9 years, double 11 witnessed the whole process of China's e-commerce upgrading to new retail. In this process, the user's consumption concept is also changing.

More interesting reports, please pay attention to the world clothing shoes and hats net.