Camels Accumulate Thick And Thin And Sacrifice "Three Carriages" To Play The New Retail Business

CAMEL camel hopes to make use of the power accumulated by the electricity supplier to drive the "three carriages" and promote the supply chain transformation based on consumption big data.

Over the past year, there has probably been no more popular word than "new retail". Ma Yun and Lei Jun put forward the concept on the same day. The two symbolic figures of the Chinese Internet put forward the same proposition. Instead of being heroes alike, it is better to say that the sales growth of the Internet has really entered a stable stage, and that it has become a battle for users and traffic in the new stage.

Internet platforms and enterprises can be seen as various new retail attempts. One of the most notable is the layout of online brand to physical stores, and the development of supply chain links and data stores under the Internet.

Wan Jingang, chairman of camel group, said: "we have seen dramatic changes in the form of stores: all kinds of beauty shops have sprung up like mushrooms; AR and others. industry The integration of technology is more and more thorough; digital payment, image recognition, intelligent technology and other technologies can enhance the efficiency and experience of the store. "

Wan Jingang, chairman of camel group

In the new retail trend, CAMEL camels are also actively positioned to seek change. In February this year, the first new retail mode Camel Jeans was established. In May, the first offline store landed in Guangzhou. In July, the first day's investment promotion meeting exceeded the target of the first stage.

In the planning of Wan Jin Gang, he must use the Internet thinking to reconstruct the operation ideas of physical stores. In the last ten years, the CAMEL camel has seized the opportunity of the electricity supplier to successfully achieve the first magnitude development. Tmall's double eleven shoes and clothing category has seven consecutive championships.

In this round of competition for stores, CAMEL camel hopes to make use of the power accumulated by the electricity supplier to drive the "three carriages" and promote the supply chain transformation based on consumption big data.

The first carriage: the next store of consumption big data.

In the view of Wan Gang Kong, shoes and clothing industry To achieve new retail, it is not simply to add online and offline, but to make use of technical means to conduct online analysis of big data, to store stores under the energy line, and to enhance the experience and efficiency of shops. It is a channel change from the front end to the back end.

At present, CAMLE camel has established a perfect consumer information management system, and set up about 20000000 members' data into a library to analyze consumer shopping habits, interests, preferences, consumption behavior and so on, which can form an organic whole that covers goods, marketing, channels, customers and supply chain. These databases lay the foundation for CAMEL camel layout, new retail outlet channel selection, pricing, sales strategy and so on.

Second carriages: smart device stores, scene links

Start digital innovation. Camel Jeans makes full use of intelligent retail equipment to layout offline stores, and realizes two-way interaction from member management, shopping guide, order to consumer service, strengthens the temperature links between stores and consumers, and establishes sticky user relationships.

1. digitalization of members: opening up all member channels, including WeChat registered members, panning members, offline shop members, etc. Solve the information fragmentation and asymmetry of stores.

2. digital management: by adding AI interactive screen, star cloud storage rack, fitting mirror and other intelligent equipment, let the product wear effect, inventory, evaluation and other news at a glance.

3. digitalization of shopping guide: expanding the service time and space, and providing 1 to 1 exclusive guide for consumers under 24 hours online and offline.

Third carriages: supply chain service upgrading and empowerment mode innovation

In addition to the front-end, Camel Jeans has upgraded the back end supply chain service and completed the Allocation Oriented logistics mode. At the same time, with the upgrading of supply chain services and intelligent retail equipment, Camel Jeans has solved the problem of long-term conflict of interests between online and offline.

With the benefit of distributors and distributors, both drainage lines and online drainage channels can be allocated to each other. That is, consumers can buy products through a store's intelligent equipment. Then the products purchased by consumers will be allocated to the initial stores, and the "cheese" moved by e-commerce will be returned to the physical stores.

"If the brand can bring the data and speed of the Internet to the offline, the future development of the store is really infinite." Wan Jingang, chairman of camel group.

In addition to domestic market 3 years ago, camels began to lay out cross-border electricity providers. Mainly using multi platform development, the main channel is Amazon, Aliexpress, Lazada and so on, and the proportion is Amazon and Lazada. The main market is mainly Europe, America, Australia, Thailand and Indonesia. The annual export volume and GMV are steadily rising.