Five Directions Of New Retail Development

What exactly is it?

There is no uniform and complete definition.

According to the world clothing and shoe net, because China's retail market is entering an innovation and high technology application, everyone is writing their own "new retail" standard.

And some pioneers in this field are constantly upgrading.

Their performance in 2018 may be different from that in 2017.

On the whole, there are some common features from the practical cases of new retail sales in the current market.

These characteristics also partly show the future development trend of new retail.

There are five main points.

One

Digital technology improves the business process of the store, improves the efficiency of human and operation standardization.

First of all, data acquisition capability is greatly improved.

With technological breakthroughs in intelligent devices, mobile Internet, AI and other fields, and

More extensive application.

Store's data acquisition capability has been greatly improved, and data clarity has also been greatly improved.

For example, the proportion of online sales under mobile payment is higher and higher. What changes has taken place?

In the past, the way of cash payment can only let retailers know which products sell well.

And mobile payment allows retailers to know which store is specific to a particular consumer near the store.

For the hot spots in the store, it is also continuing to digitally upgrade.

Good neighbor convenience store recently opened a member store in the Beijing Academy of Agricultural Sciences, and introduced an image set camera, which can "identify" a specific consumer in the store's activity area and purchase process, and form data.

Second is to pform store business processes through digital technology and standardize operation of supply chain.

Improve human efficiency and standardization.

It is of great value to make a digital pformation of the business process of the store.

The box office will digitize every link of the store, and then know how much work each employee has done every day and how much work time they will have.

In the past, the operation of the retail industry was difficult to manage the salesmen more accurately. Working for 8 hours a day, there might be 2 or 3 hours of work in a state of nothing.

At the supply chain level, the technology and digitalization scheme such as block chain can realize the monitoring of goods from the end of production.

The shift of production and supply chain is realized.

Two

Shift from managing products to managing users

In 2017, cross boundary business in retail industry appeared.

For example, "restaurant + retail", and the introduction of coffee bar, book bar, leisure zone and so on.

One of the basic business logic of these cross-border integration is from selling products to managing users.

Layout around the needs of users.

Because of the improvement of digitization ability, such as data acquisition ability and algorithm capability improvement.

Retailers can better grasp consumers' user profiles, what income levels, habits and hobbies.

Furthermore, retailers are more likely to satisfy consumers' more needs in a scenario.

To provide more accurate products and services, to create consumption stickiness, and form a closed loop of consumption.

The future retail business will not only sell good products to consumers, but sell good "experience" to consumers.

Three

Must have online and offline integration capability.

There is no future online or offline.

Because of the progress of technology, the popularity of mobile Internet, and the younger generation growing up under the Internet, the boundaries between online and offline have become increasingly blurred.

In the past, the market always said that online and offline customers are two customers, but in the future, you will find that customers may be the same customers.

Consumers will be both offline customers and online customers.

They go online and offline.

Their shopping behavior is more and more casual.

Therefore, the future retailers need to have two kinds of online and offline capabilities simultaneously, and have enough technical capability to get through online and offline.

From inventory, membership to service, marketing.

To provide better products and services.

The single passenger channel is facing increasing market risk.

Take the electricity supplier as an example, at present, the cost of obtaining a new user by some large business platform is about 100 yuan.

However, this number is a static algorithm.

If you look at some online failure cases, or look at some of the new internal failure projects of some large business platforms, the cost of a new user calculated by these failed projects has reached 600-700 yuan.

If you get a user to spend 600 yuan, then this project is doomed to fail.

The single passenger channel leads to the risk of expanding the business expansion of e-commerce providers.

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Four

Consumption upgrading

Over the past year, the market has been talking about consumption upgrading.

This is one of the essences of driving new retail formats.

An important area of expression is the level of eating.

BBK chairman Wang Tian believes that in the past 20 years of retail development, the upgrading of clothing, shoes and food imported by consumers has been ongoing.

The only primary agricultural product, or fresh, is blank.

The whole industry has not made any real system upgrade.

Corresponding to this is that the pace of urban life is getting faster and faster, and the young consumer layer is entering the workplace. The way they solve the three meals a day will be culinary cooking from the previous generation and gradually developing towards the direction of cooked food and catering.

In 2017, RISO, BBK fresh food, Hyundai Hyundai, wumi, Suguo supermarket and so on were opened, or upgraded a large number of "restaurant, cooked food", emphasizing the on-site experience of retail outlets.

All these are based on a business logic of the upgrading of initial agricultural products.

But in view of the upgrading of consumption, there are also some misunderstandings in the market.

Simply understand consumption upgrading as a price increase.

We believe that there are two basic elements to support the consumer market.

First, the quality of commodities is improved.

This requires adjustment and upgrading of existing commodity structure and supply chain.

But not all of them, while improving the quality of products, how to make consumers aware of them?

If it's still the same old way, the cost of educating consumers will be very high.

Consumers will feel that your food is getting more and more expensive.

Therefore, the second basic element of supporting consumption upgrading market is experience upgrading.

It is necessary to bring convenience shopping experience to consumers.

To help consumers save time and save time.

Generally speaking, the price of fresh food sold in a supermarket in a community can be about 10%-15% higher than that in a supermarket, because the community supermarket provides consumers with the convenience of shopping.

Consumers can buy vegetables more conveniently and save time.

Consumers intend to pay more for the time saved.

The younger generation of consumers has a faster pace of life, and they do not want to spend too much time preparing for three meals a day.

Therefore, it provides a semi finished product that is easy to cook, no need to store more convenient packaging, dining experience, closer to the physical distance of consumers, and provide faster delivery service.

It can make consumers more easily accept high quality goods and services and pay more money.

Five

Fresh may be the main battlefield of new retail.

Finally, we would like to talk about the application direction of "new retail" in the future.

We think that fresh areas will be the first to break out in the new retail industry.

First of all, fresh products are more suitable for integrated operation on line and offline, which can create a better user experience.

Fresh products are urgent needs.

Consumers want to get goods as soon as they want to buy.

Through online and offline integration mode, fresh can achieve the fastest delivery of 30 minutes to the home, which is sometimes more convenient than consumers downstairs to buy vegetables.

Our research shows that many young families buy vegetables on a daily basis, many of them want to buy online on their way to work, and then return to their homes to receive goods, so that they do not have to carry the merchandise home.

Secondly, fresh food is a high frequency business.

Provide goods that consumers will buy daily.

Therefore, he will have a very good flow value, through the introduction of digital technology and experiential creation, compared to other categories, fresh passenger shops around the passenger flow, it is easier to achieve online and offline pformation.

When consumers' online consumption habits are formed, they can produce very good conversion value.

It can sell clothing and other commodity categories and services, and get rid of the physical space constraints of stores.

Finally, on the cost side, fresh products are more likely to create value.

Daily orders are not uniform in a clothing store.

Therefore, if the clothing store is based on the store delivery business, the cost increased by the operation team will be higher than that of the central warehouse.

The power grid, whether online or offline, is based on the central warehouse delivery mode, and stores cannot store too much goods.

The coincidence degree is very high.

Fresh products can not be offline.

Because the core elements of fresh competition are food safety and freshness management, consumers are willing to place orders online when they want to buy food.

At the same time, based on the store delivery, making the store become the front warehouse of the online order fulfillment, the cost efficiency created is much higher than that of the pure electronic business.

The B2C electricity supplier based on the direct delivery mode of the big warehouse will cost 30 yuan for the next single cold chain distribution.

Therefore, whether it is from high-frequency characteristics, user experience, or cost efficiency, or consumption upgrading.

The application space of fresh food in new retail is the most extensive at present.

The most maneuverable.

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