Business Treasure: Dismantling The New Retail Outlet, He Did A Simple Business.

Under the new retail wave, the offline market value has been reassessed, the retail outlets that plug in digitalized and intelligent wings have renewed vitality, and the service providers behind the pformation and upgrading of the stores have also launched a new business idea.

For retailers, it is a simple goal of any reform and innovation to improve the operating efficiency of stores in a short time by a quick landing tool.

Starting from this market demand, Shenzhen Xiao Zhou Technology Co., Ltd. has launched a platform for providing new retail solutions and technical operation and maintenance services.

According to official information, since the on-line launch in 2017, the service of each store has been applied to tens of thousands of stores including thousands of brands including Metersbonwe, Anta, Semir, Tianhong and Hongxing Mei Kai long.

"Tools such as accurate passenger flow analysis, visual shop management, interactive marketing of face recognition, WiFi probe big data marketing, multimedia information release management, etc, are used to help shop owners upgrade their store operations.

Ding Xiaogang, founder and CEO of each shop, explains his business by "understanding the changes in the retail process through data and driving the retail capability."

He pointed out to the power of BI that the traditional Business (Intelligence) is the analysis and understanding of sales results, but the data collection and analysis in the sales process are almost blank, so there is still much to do for the potential of retail stores.

In the three core elements of retailing, people, goods and places, the development of electronic commerce has already solved the problem of "online" and digitalization of goods, and "goods" are not the object of concern for everyone, but "people" are divided into two meanings, namely, employees (including shopping guide, store manager and supervisor) and customers.

Therefore, Ding Xiaogang summed up the core business of each store as data oriented around "people, customers and fields", providing store management and daily operation services for stores.

First, people's data.

"Traditional shopping guide is to give him a goal, decompose, let him know how much performance to be completed every day, what gross profit is enough.

But the loss rate of retail stores is very high. His understanding of brand value, understanding of customers and understanding of the industry are very limited.

Under this premise, it is meaningless for you to give him a performance goal.

Ding Xiaogang said.

But if we start from the management model of sales funnel, decompose the result into many processes, and let the understanding result of the shopping guide come into being, he will know his weakness and need to improve.

"What we are doing is to provide specific data in these processes, including daily traffic, length of stay, trial wear rate, turnover rate, jump out rate, turnover rate, frequency of arrival and so on."

Ding Xiaogang pointed out to the power of billion state that on the basis of these data, stores can train targeted shopping guides, optimize the scheduling of guided shopping, and activate their service capabilities.

Two, customer data.

In the past, the "customers" of offline stores were often blind customers, and merchants did not know what he was like.

"Most of the so-called members are reporting a mobile phone number integral, loyal customers are also difficult to be targeted services, such as he is in Shenzhen, when he went to Wuhan store to visit, no one knew him."

However, if we get customers' personal data through technology, such as age, sex, physical characteristics, store data, such as store frequency, shop route, stay time, and consumption data (such as what products to watch, habits and preferences),

To understand and analyze these real store customers, we can understand what kind of people this store attracts, and then do exact promotion and touch up in reverse direction.

Three, the data of the field.

Ding Xiaogang referred to what everyone stores do in "field" as "intelligent patrol shop".

"The original patrolling shop mode is a supervision to visit 20 stores every month, manual inspection, management process is long, low efficiency, and easy to shop, verification depends entirely on experience.

Then we will provide him with a systematic and standardized tool to tell him which stores he should go to through the data, and the rest of the time to put online and 50 or even 100 stores.

In terms of store display, the traditional practice is to draw out a picture of the designer, and then send it to the supervisor and store manager to do the standardization.

And in the data store tool of each store, stores can adjust the placement of goods according to the information of customers' walking path and commodity concerns, so as to achieve thousands of stores and thousands of faces.

Besides, the atmosphere of opening a shop is also one aspect of the pformation of "field" by everyone.

Ding Xiaogang pointed out that in the past, the background, voice and screen of all stores were isolated, for example, several customized music was played locally, and the advertising screen was a U disk inserted to play the file, which did not support remote control.

If these things are online, they can support chain management and intelligent playback, such as adjusting the store music automatically according to the current weather and the current crowd, creating an atmosphere to enhance the operating efficiency of the store.

Ding Xiaogang said: "in fact, after 2016, the importance of digitalization has been widely recognized, so the volume of the market is fast, though it is not explosive growth, it is also a linear growth.

The per capita store's performance in 2018 is 3-4 times higher than that in 2017.

From the perspective of the whole market, permeability is still very low.

According to its introduction, in the field of clothing, each store has already served tens of thousands of stores.

"However, there are tens of millions of stores in all kinds of brands and non brands of clothing retailing. We have made less than 10 000 and are already the industry leaders.

Because the service providers in this industry who do such store management and daily operation tools can finish counting one hand.

So the development potential is still very large, and it is also a long process.

Now the customers we do are actually the ones that wake up early.

In his view, the core of everyone's business is not technology, but to help retail stores integrate all available technologies into one piece, and then use their daily acceptable tools to solve the problem of passenger flow conversion.

And because of what it does is SaaS mode, the whole service tool can be replicated very strong, so it will start quickly.

"First, all scene data are processed through the new generation of information technology and artificial intelligence technology, and then the new scene and original business are fused to achieve real-time online processing.

After integrating all scene data, some of the business processes will be intelligently processed to reduce manual participation.

After fully understanding the users, it can effectively avoid waste of resources and provide more humanized products and services.

"New retail or smart retailing, no matter what the result is, digital pformation is the first step, first digitization, then there will be online, only the value of connectivity.

Ding Xiaogang said, one day, when people no longer mention new retail or smart retailing, it means that everything has penetrated into it.

Before that, "all industries that are defined as traditional industries are worth reusing the Internet."