Cut Into Tencent'S Smart Retailing In Apparel Industry, And How To Reshape Retail Rules?

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The best seller, the black swan, tells us that very low probability events and unpredictable "Black Swans" happen in almost every part of the world. Taleb, the author of the black swan, has another book called anti fragile. He tells us the rule of survival in the uncertain world in the anti fragile.

He found and defined "anti fragile" things: Everything benefits or loses from volatility, vulnerability refers to loss due to volatility and uncertainty, and anti vulnerability means to avoid these losses and even to gain profits from chaos and uncertainty.

Volatility and uncertainty are appropriate for describing the current state of the real economy. At the end of August this year, Sohu financial's "company deep reading" column analyzed the semi annual reports of 24 listed banks. manufacturing industry , Retail The average bad rate exceeds 5%, setting a new high.

It is no doubt that retail industry is moving into a spanitional era passively or proactively. On the traditional retail giant layout line, Internet factories have entered the retail industry. Tencent's smart retailing, Ali's new retail business, Jingdong's unbounded retail business, all of them want to reshape the retail rules through the combination of vertical and horizontal.

Taking the apparel industry as a matter of fact, the apparel industry under the offline industry is facing major problems such as a sharp drop in profits, a serious loss of tourist resources and a rising rental cost. Not only in China, but also in the overseas entity shops.

In a report entitled "global spanformation and spanformation of retail power 2018:," DDT reported that as of December 1, 2017, 6885 stores in the United States had been closed down. Large US retail companies Macy, s J.C.Penney, Sears/Kmart and many clothing stores have announced large-scale closes. Most stores in the world are facing the same fate. Retailers will gradually close their unprofitable stores, focusing on profitable and promising sales locations.

So DDT suggests that global retailers are rapidly forming a consensus that consumers do not have a game between physical stores and online stores, nor are they competing among different channels. For retailers, creating seamless shopping experience is not an icing on the cake but imperative. Because of this, retailers all over the world have stepped up their efforts to invest in the Internet and digitalization.

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One good thing is that the Internet giants have already provided a lot of tools to support them. As long as retailers have the readiness and execution to change, it is not too difficult. We have seen that from the Yonghui supermarket to the online Red chain store such as Xi Cha, from a grocery store to a digital grocery store, they all have the experience of digitalization, for example, they all support WeChat payment or Alipay, and the common situation is that users will pay attention to the public number or small program of the retail brand, online purchase, online queuing, and even service personnel will communicate with you WeChat one by one, each retail brand is personified.

One is the traditional retail industry's initiative to embrace the internet tool, the other is smart retailing combined with benchmarking enterprises in various fields, and constantly optimize the solution. It is precisely this kind of innovation and collaboration that makes the fragile and uncertain retail environment become clearer, and both partners can find the law of digital survival in uncertainty and gain commercial benefits.

So called clothes, food and shelter. clothing In the forefront of our daily life priorities, the development of the garment industry is also a microcosm of the whole retail industry. Lin Jinghua, vice president of Tencent group, mentioned in this year's China clothing conference that the garment industry has achieved a leap from sewing machine to small program in the past more than 20 years. After the "search" era and the "platform business" era, the apparel industry also entered the era of "mobile social networking" along with the development of retail Digitalization: the increasing number of online and offline contacts between users and retail brands, and the interaction between people and goods have become an important feature. Consumption and business are no longer limited by time and space.

How can the garment industry get more accurate data, more stable traffic and better service experience in the changing era? Tencent smart retailing put forward a path called building the "wisdom two floor".

In the "first floor of the line", that is, physical stores, businesses can use Tencent smart retail intelligence tools to upgrade the consumer's shopping experience, to the customer under the line more effective touch. And after the customers leave, businesses can connect with the customers who are away from the store through public numbers, small programs, members and so on.

How to understand the core of the first and two floors?

Tian Jiangxue, deputy general manager of Tencent's intelligent retail strategy cooperation department, talked about a statement called "activation of self capability". That is to say, intelligent retail offers digital spanformation infrastructure, including the 7 core competencies of WeChat public platform, WeChat payment, small program, Tencent social advertising, Tencent cloud, pan entertainment IP and enterprise WeChat.

On this basis, businesses build self operated positions, user data assets are their own, traffic is also their own, the initiative is entirely in their hands, long-term precipitation can get insight into deep consumption data, and guide all aspects of clothing production and sales, while feeding the supply chain data.

In the words of Tian Jiang Xue, Tencent's smart retailing is playing the role of hydropower and coal, and it is also the role of the 7 tools to connect dialogue and spanlation in specific industries. Different businesses have their own "language". Airport fastfood stores and clothing chains are different. Underwear, sports and fast fashion are different in clothing chains. What Tencent smart retailing is doing is to help businesses build a more efficient interaction between brands and consumers.

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What is the effect of wisdom "first floor + two floor"? We can see one or two from the cooperation between Tencent and benchmarking clothing enterprises.

1. Reconstruction of membership system

In the case of urban beauty, its members will be recommended to pay attention to the WeChat public number when they use WeChat. The urban beauty has integrated the members' convergence to the WeChat platform, digitalized the membership system, added 1 million 300 thousand WeChat members in 1 months, increased 10 times the number of fans in the public sector, and nearly 10 million of the extra store sales in August.

Previously mobile and uncertain users have become sticky consumer members who are deeply linked with retailers.

Two, personalized shopping experience

Through scan code purchase and fitting room scanning code, Tencent excellent Mall system can store stores. Consumer Data collection, screening, analysis, research, to help businesses better understand the business situation, user portrait, collect offline behavior data, etc., to make store products and services more precise and personalized. In addition, there are VR fitting, intelligent interactive screen and other methods to enhance consumer stickiness.

The changes in the internal settings of retail stores reinforce the emotional connection between brands and consumers.

Three, social interaction brings about efficient spanformation.

Taking Ya Zhi group as an example, by building a small customer marketing program WeMall, a marketing tool, such as activity, recommendation and collocation, is set up in the small program, with the performance inquiry function of guide purchase, so that the guide can manage the user on line and realize the maximum increment of 15%, of which 85% of the sales come from the circle of friends.

In addition, the interoperability between WeChat and WeChat is in the test experience, which will make the mode of "WeChat + small program + shopping guide" more convenient. Store shopping guide can be used by enterprises WeChat to add consumers, and directly push customers to one to one service of exclusive customers through WeChat.

The above cases have certain reference and reference significance, but they are only the tip of iceberg of smart retailing.

It is believed that more retailers will join the solution of digital scale management in the future, enhance the social strength of brand and consumers, and form a closed loop of integrated communication. After all, digitalization, socialization and institutionalization are the rules for dealing with black swans and anti fragile.