Smart Retailing -- The Ten Major Trends Of New Retail Development

New retail is centered on users, driven by technology, based on plasticized, intelligent and collaborative infrastructure, relying on new supply chain, online and offline deep integration, reconstructing people, goods and fields, meeting user needs, improving the efficiency of the industry, and achieving a new retail mode of "full scene, full customer group, full data, full channel, full time, full experience, full category, and full link".

Smart retailing is a manifestation of new retail.

Based on the practice and research of new retail, I think that the future development of new retail will show the following ten trends:

Technology is still the first driving force for new retail development.

The emergence of new retail itself is the result of the increasingly mature technology of mobile Internet, Internet of things and big data. With the development of technology such as artificial intelligence, AR/VR, biometrics, image recognition, robotics and so on, the application threshold has been greatly reduced and new technologies emerge in endlessly. Some leading retailers will continuously apply the latest technology to enhance the whole experience of consumers, while reducing operational efficiency and reducing costs.

Two, consumers are increasingly at the center of business activities.

Over the past decades, the dominant position of suppliers or channel partners in the market has been firmly in the past, but now the power of discourse has gradually shifted to consumers.

Consumers are increasingly standing at the center of business activities and becoming the dominant market players.

China's large-scale manufacturing capacity has been formed, and the consumer's dominance has become larger than ever. The understanding and feeling of consumer demand has become more and more important. We are beginning to truly enter the consumer era.

80, 90 and 00 are becoming China.

The core consumer groups, the new generation of consumers have stronger self-awareness, and consumer attitudes and behaviors are more personalized.

They pay more attention to the shopping process experience, hoping to establish trust and intimacy with brand dealers and retailers.

Their acceptance of social media marketing information is also more open and positive, so that products and service providers have greater room for social media to enhance their influence on consumers' individual needs.

Three, full channel operation

The traditional retail industry is mainly shopping by the single channel of customers. After the advent of the Internet, multi-channel shopping began to prevail; after the emergence of social media, cross channel shopping attempts began; after the popularization of mobile social media, human beings began to enter the full channel shopping stage.

New retail channel management

Under the full channel condition, the initiative of shopping is in the hands of consumers. Consumers can choose the retailers terminal with the help of social media and enjoy the ultimate shopping experience.

From a retailer's point of view, the whole channel is to integrate various channels on the basis of multiple channels so as to integrate all the foreground and background systems and provide a seamless experience for customers.

From a consumer perspective, the whole channel is to allow consumers to select products in one channel, compare them in another channel, and finally choose third channels to pay for the purchase.

Four, global marketing

Global marketing means integrating all kinds of channel resources that are accessible to consumers, and establishing a full link, precise, efficient and measurable cross screen channel marketing system.

Global marketing is a kind of intelligent marketing mode based on the operation of consumers and data as the energy source to achieve full link, all media, all data and all channels.

Global strategy, global communication and global operation of global marketing

Five, scene experience permeating products and services.

First, enterprise products will enhance user experience based on the design function of the scene.

For example, you want to persist in running, but you often give up halfway for various reasons. At this time, do you want to have a tool that can motivate and urge you? When WeChat starts the WeChat movement function, it can stimulate the movement by recording the number of users and the PK of friends.

A simple running sport has become a sport experience that contains many scenes.

Secondly, when the product experience is insufficient, enterprises will establish appropriate service scenes to impress customers.

For example, if we buy a house, if we see the blank is bound to be greatly reduced, and see the model room will have a "home" feeling, thereby stimulating the desire to buy.

Through the scene to impress customers' desire to buy, stimulate consumers' resonance, and promote the sale of products and services.

There is a big data analysis to predict consumer scenarios to enhance customer experience.

Through consumer big data analysis, enterprises can easily organize customer needs, predict customer usage scenarios, optimize products and services.

Scene experience permeating products and services

Six, the community has become the main entrance of traffic.

Under the environment of increasing rent and declining profits, the smaller and smaller stores have become an irresistible trend of retail development in China. Convenience stores, boutique supermarkets, community shopping centers and other community businesses will become an important direction for retail enterprises to seek pformation and upgrading.

With the gradual integration of China's community retail integration and full channel development process, community investment in low cost and short maturity cycle will become a support.

The important promoter of development.

From a long-term perspective, the "small and beautiful" community-based retail formats will be more in line with the objective needs of the consumer market in the new situation.

The role of the community as the main traffic entry will become more and more important.

Community as the main entrance of traffic

Seven, rapid expansion of unmanned retail

As a link between production and consumption, the traditional retail enterprises have weak control over the whole supply chain, and the response of information pmission is not timely. The mismatch between supply and demand leads to the problem of high inventory, low turnover rate and homogenization of commodities.

At present, with the rapid development of technology, labor and rents, the scale of infrastructure and the popularization of mobile payment, especially the rapid development of artificial intelligence and Internet of things technology, unmanned retail business has the objective conditions for accelerated development.

Rapid expansion of unmanned retail

All kinds of new vending machines, including automatic coffee machines occupying offices, automatic selling freezers, and hobby products selling machines that occupy chain hotels, will also become an integral part of new retail forms.

Eight, reconstructing the supply chain.

The traditional supply chain is hierarchical and inefficient.

To the pure electricity supplier's supply chain stage, although it is a point to point, it is separated from the online and offline businesses.

The new retail will restructure the supply chain, including: (1) intelligent warehousing.

Arrange the type and quantity of goods for different regions.

For example, Mengniu, by setting up the front warehouse, can send the Mengniu explosion products to the 600 fastest shops at the fastest speed, and the speed is increased by 300%. At the same time, two distributors are saved, and the improvement of the aging is very obvious.

(two) "store as warehouse".

Store stores as the carrier of the warehouse to realize the combination of store and warehouse.

Nestle's "real warehouse, virtual warehouse and inventory" is a typical combination of store and warehouse, which has been greatly increased through the delivery of local warehouses and stores.

(three) flexible supply chain.

Both commodity flow, information flow and cash flow need quick response.

For example, the "C2B supply chain" of the five Fong Zhai allows consumers to choose the stuffing of zongzi, then quickly feedback to factory processing, and quickly distribute to consumers.

Nine, data driven manufacturing

In the new retail era, data driven manufacturing mainly includes: (1) data force capacity allocation.

The United States in the past is a typical industrial manufacturing enterprises, over the years, the United States dishwasher in the domestic market is less than 1%, in 2015 Ali and the United States cooperation, through big data analysis to determine the dishwasher will break out, help the United States to cultivate the market, the production of customized dishwasher.

In 2016, a year increased by 1900%.

(two) data driven instant customization.

Tmall has launched a special custom Oreo music box activity. After making personalized selection, users start to customize, start production from the next order, omit all the intermediate links, and from the order to the receipt time can be compressed to 7 days.

(three) data get through the industrial chain.

In 2017, Erdos opened up all the stocks, launched the big data reverse development, preparation, production, promotion and retail. At the end of the month, the new fashion of Tmall autumn and winter, a series of pre-sale of goods were on-line, driven by data.

Ten. The rise of new species

The emergence of new species mainly includes the following aspects: (1) expanding the online home business within the coverage of stores by means of APP; (two) improving the proportion of fresh food and introducing high-end products; (three) setting up restaurant stalls, supporting the buying and selling of existing products; (four) adjusting the layout and moving lines to enhance user experience; (five) fine positioning of goods and younger customers.

For example, compared with the traditional stores, the box horse fresh life has the following obvious characteristics: first, the fresh area is significantly increased, and the middle and high-end categories are abundant; two, it is to increase the catering area, to support the ready to buy and eat now; the three is to change the fixed line to the private line, and the customers choose more freedom.

New retail, create a better future!