New Retail And New Consumption Mode Help Consumption Upgrade

According to the World Clothing, Shoes and Hats Network, recently, at the national business work conference, the Ministry of Commerce offered a combination of consumption upgrading policies. In 2019, it will promote the formation of a strong domestic market in terms of innovative circulation methods, optimizing consumption environment, expanding the supply of goods and services, among which "promoting online and offline integration and promoting the innovation and transformation of physical retail" It will become one of the important measures to promote consumption next year.

In 2018, as a representative of the new mode of online and offline integration—— New retail It has become a hot word in the economy of the year. Smart stores, virtual fitting, online ordering, and sensorless payment... Driven by the new retail integration of online and offline, new forms of consumption continue to emerge, creating and meeting consumers' needs for quality and personalization, and the connotation and extension of the domestic market continue to expand.

Recently, according to Tmall, there were more than 200 Tmall platforms in 2018 brand They have set up separate new retail departments and compete for talents with high salaries. The annual salary of one million has become the standard income allocation for top talents in the industry.

　　 New retail and new consumption mode help consumption upgrade

The Ministry of Commerce pointed out that the consumer market in 2018 was characterized by steady expansion of consumption scale, constant consumption upgrading momentum, and continuous innovation of consumption patterns. It also emphasized that emerging consumption patterns such as online offline integration, green, sharing, and intelligence were developing vigorously. The contribution rate of consumption to economic growth in the first three quarters reached 78%, which is expected to become the first driving force of economic growth for five consecutive years.

On line, both consumption scale and consumption quality have been upgraded. According to the data of annual consumption nodes such as Tmall's "Double 11" and Taobao's "Double 12", the current consumption upgrade shows a trend of personalized consumption in kind, intelligent consumption in service, high-quality consumption in culture and tourism, branding of inclusive consumption, and younger consumption population, and gradually normalized import consumption. On the eve of the first Import Expo, Deloitte released an import consumption upgrade report based on the big data of Tmall Global, which shows that consumers' "longing for a better life" is mainly reflected in "love for beauty" (beauty Clothes & Accessories Etc.), "love health" (health care products, food, etc.), "love family" (digital appliances, household goods, etc.). The record of 213.5 billion yuan created by Tmall's "Double 11" is also growing with the upgrading of digital recording consumption, reflecting the huge potential of China's domestic demand market.

"No matter how the world changes, everyone wants to live a better life, which is always the same." Analysts pointed out that consumption upgrading is everywhere, from eating well to eating green and healthy, from wearing warm to wearing comfortable and tasteful, from shopping to experiencing consumption, from overseas purchase to home purchase, It marks people's sense of gain and happiness.

From January to November this year, the online retail sales of physical goods increased by 25.4% year on year, accounting for 18.2% of the total social retail sales. "In 2019, we will pay close attention to the study of relevant supporting laws and regulations of the Electronic Commerce Law, create a better online consumption environment, actively create influential online brands, and cultivate new growth points of online consumption," said Qian Fangli, director of the Department of Electronic Commerce.

Off line, new drivers of development are emerging. The Ministry of Commerce pointed out that the accelerated integration of online and offline, the continuous progress of virtual reality, artificial intelligence and other technologies will provide new momentum for expanding consumption.

Real businesses have embraced new retail and attracted consumers through digital transformation. In the past year, new retail and new consumption scenarios have emerged one after another, and intelligent and experiential consumption has boosted offline popularity. This year, Tmall "618" attracted 70 million people to go shopping, and some new retail stores achieved a double growth of more than 200% in customer flow and turnover by virtue of AR fitting glasses, smart wear and match shopping guides, etc. During the "Double 11" period of Tmall, the physical supermarkets and business circles welcomed a surge of customers. On the "Double 11" day, 266 stores across the country were packed with consumers; From November 1 to 11, the sales of 59 stores of Yintai Department Store in China increased by 37%.

The new retail and new consumption mode has also led to the continuous upgrading of service consumption, the increasingly rich supply of travel and entertainment consumption, and the improvement and expansion of life service industry. The change of some consumption trends reflects the upgrading and leap of social consumption concepts. The big data of Feizhu shows that travel is saying goodbye to "getting on the bus to sleep and getting off to take photos". Multi brush and small crowd in-depth travel in one place is becoming a trend, and outbound travel and shopping have become a new normal around the world. Some people go abroad to see the world, while others bring the world around through local life services. The "last mile" problem of catering services and supermarket distribution has been solved, making consumption more convenient. According to the data of the Ministry of Commerce, in the first three quarters of this year, the proportion of service consumption in residents' consumption expenditure exceeded 50% for the first time, and the trend of consumption structural upgrading continued unabated.

This year, many cities committed to building a "new retail street", and took the construction of a "new retail city" as a new driving force of urban economy, expanding new scenarios for consumption upgrading. In 2019, new retail will also play a further role in promoting the upgrading and transformation of pedestrian streets and accelerating the construction of international consumption center cities. E-commerce will extend its coverage to low-end cities and rural areas to improve brand consumption and quality consumption in these areas.

　　 200 brand added new retail department

Looking back to 2018, Ali's new retail business has changed from the 8th to the 18th, enabling consumers to demand a better life and becoming the infrastructure for upgrading physical consumption and service consumption; 200000 brands accelerate digital transformation through new retail, enabling more and more consumers to achieve personalized consumption; Nearly 80% of the industry has entered the era of "new retail+", and the real economy has regained speed on the new track to jointly open a trillion level market space; From the perspective of lifestyle, new retail is more suitable for the post-90s and post-00s consumption force of Generation Z, and will also bring new consumption growth points.

In 2017, Fianne fully docked with Tmall Smart Store system, and connected online and offline members, goods and services. Through the way of intelligent shopping guide, it attracted 180000 members in two months, and took the second place in the sales of women's bags in the "Double 11" comeback last year and this year.

For this women's bag brand, which entered the Tmall flagship store in 2009 but has always been in the corner of the industry, the new retail gives it a chance to overtake at the corner. Zhang Yan, director of Fianne's new retail department, said that the cooperation with Tmall made the company realize the importance of new retail and set up a special team last year. This year, 12 of the best employees were transferred from core business departments such as marketing, member management, and product center to officially join the new retail department, and they reported directly to the CEO.

The development space of the new retail department is obviously much larger. Zhang Yan revealed that from the perspective of treatment alone, this year's "Double 11" employees received a special bonus of 40000 yuan, which is not available in other departments.

It is also the first level department that reports directly to the CEO. Compared with Fianne, the lineup of the new retail department of furniture brand Youfan Art is luxurious: a team of 100 people, including offline store expansion, smart stores, channel marketing and other business groups. Among them, there are nearly 20 people in the core middle office group, which is also composed of elites selected by various business departments. At the beginning of this year, the CEO also personally recruited an industry expert who graduated from Shanghai Jiaotong University with a master's degree and has nearly 20 years of e-commerce experience as the department director. In July this year, the vice president of Youfan Art publicly launched the recruitment order: annual salary of one million+ten million options, and recruitment of new retail directors. The recruitment is still in progress. "As long as there are suitable candidates, it is worthwhile to pay a lot of money."

Highly educated talents are more popular. According to the big data report on new retail talents released by a recruitment website, the outbreak of new retail has spawned a series of job demands and brought new career opportunities for talents. Among them, undergraduate talents account for 60.22%, and master talents account for 9.88%, far more than traditional positions. It can be seen that the competition for new retail talents is more intense than that of ordinary industries.

Behind the fierce competition for talents is the power of new retail to enterprise development. Fianne has accumulated more members in a year than the total number of 40 years, the transaction rate of Ufan Art's online to offline traffic has exceeded 80%, and the daily performance of Ufan Art has exceeded 650000 through intelligent shopping guides for 361 times... More and more brands have successfully transformed and counterattacked with the help of Tmall's new retail cooperation.

"Today our brand is upgrading its organization, just like ten years ago, when we launched B2C e-commerce on a large scale, brands set up e-commerce departments." Ye Guohui, general manager of Tmall's new retail platform business department, said that the establishment of the new retail department is indeed the biggest change for platform merchants this year. These new retail departments all have one thing in common: new organizational efficiency, carrying e-commerce and offline sales KPIs, truly realizing omni channel member operation, and having complete digital operation capabilities.

Among these 200 brands, there are not few domestic famous brands such as Belle, but also new Chinese brands such as Mary Daijia and Fan Wenhua. As the main position of brand new retail and digital transformation, Tmall is helping them to reconstruct people, goods and markets together, and bring consumers a new shopping experience by breaking the barriers of online and offline integration.

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