Where Does The User Boundary Disappear?

More than 5 years from the end of 2014, the retail digital platform, which is known as the B end service C terminal, has released a series of figures: as of June 2019, the number of registered users of multi-point APP was nearly 70 million, and its monthly living rate was over 12 million, and more than one point has established cooperative relations with more than 60 top 100 Chinese chain enterprises and regional leading supermarkets.

At the same time, the retail industry chain, such as Wuming group, Chongqing department store, Zhong Bai group, BBK, Ren Ren le and other retailers, Unilever, Procter & Gamble, Coca-Cola, Pepsi, Nestle, Erie, miss and other brands, and IDG, DDT, Tencent and other companies gathered together to form a multi point alliance.

Zhang Wenzhong, a multi-point chairman, called the creation of many points his two venture. Unlike the first venture, he was able to step on the business peak of Wumart.

Behind many spots is Wuming's many good resources, and on the starting line, it is destined to be far away from peers. For example, the supply chain system of Wuming is used more frequently, whether from distribution or to store service, the performance of consumers is the upgrading of experience. Taking advantage of the more favourable points of the day and the right place, it also made wumi the first stop of training.

　　 Digitalization speeds up visible cost reduction

Qiao Hongbing, general manager of North China region of Wumart group, talked about the cooperation with many points. He mentioned that more is digitalization, and put forward two goals. There are 670 stores in North China (Beijing, Tianjin and Hebei), including 270 life supermarkets, 350 convenience stores and 50 more convenience stores. Qiao Hongbing said that the meaning of many points for Shang Chao is the reconstruction of people, goods and fields.

"For all members online, through a APP, now whether it is the customers of Wuming, the business you want to get home, or the business we go to store can be resolved through a APP, to achieve integration online and offline."

In Qiao Hongbing's view, after several years of market infiltration, consumers' online and offline boundaries are disappearing. The premise of digitalization is electronic membership. At present, the number of members in North America has reached 20 million 50 thousand, and electronic members account for more than 70%.

"Our past members, the user has run a card, the name of the member is called Uncle Zhang, and there is nothing. After the electronic membership, we can grasp where to come from the shopping area shopping, so that we can manage it."

The multi-point system turns members into data, and can do many things for retailers like Wumart.

Through members' portrait to make precise touch to members, promote the original effective poster to online promotion, and do more to help wumi to save marketing costs. "In 2017, the poster volume was 2 million, which decreased by 200 thousand in 2018 and 500 thousand in 2019. Just completed the half year business circle in June, the result of combing has reduced by 140 thousand, and now we have only 1 million 300 thousand copies of each issue. I believe that with the further development of digitization, this data can continue to decline. According to Qiao Hongbing, poster placement can save 15 million 800 thousand of marketing costs for Wumart.

In addition, when users use multi-point system to purchase themselves, the cost saved by retailers is also huge. "The cost of a self purchase machine is 4000 yuan, compared with the original traditional bank, including a series of investment in the new shop, which has been saved by 3 million 80 thousand. Because of the promotion of our self payment method, the cashier has been greatly reduced. We have reduced the labor cost by 31 million 500 thousand in one year, and some efficiency has increased by about 1 million a year after the effectiveness is raised." A string of figures in Joe's Red Army represents the essence of the new retail business behind digitalization.

In terms of sales performance, affiliate marketing is also impressive. Take Wu Mei Hua North District's 618 member activities as an example. The North American district has collected all the silent members' information from 1 to May. The logic of the transfer is that users have been to Wumart shops from 1 to May, and the unit price of guests is over 50 yuan, and 30 days have not yet been purchased from shops. For the users screened through data, multi-point system pushes 618 coupons to customers. In this coupons, many of them helped wake up 130 thousand members, and brought 170 thousand times of sales and 20 million 850 thousand of sales.

After the membership is electronically, the proportion of online sales in North America has stabilized at 14%. From 1 to June, online sales increased by more than 50% over the same period last year. The average daily volume of daily average in North America is 50 thousand from last year to 71 thousand now, and this figure is growing.

　　 Regional leading retailers under multi point mode

Multi point emphasis on online is reflected in the 6 aspects of online service, staff online, marketing online, merchandise online, service online and management online for B service. Qiao Hongbing said that the significance of multipoint mode lies in the anatomy and reconstruction of retail management links under the three lines of people, goods and fields.

"Now everyone's work in hand is done around the mobile phone workbench every day according to the tasks assigned by the system. We still have four levels of sharing system. It is not resolved in two hours. It will escalate to the shop manager. The problem that the store manager has not resolved for two hours will be upgraded to your regional general manager. If the general manager is not resolved, he will continue to upgrade to our deputy general manager. The next level will upgrade to me. But after running for so long, I have not found any unfinished tasks that have escalated to me. Qiao Hongbing pointed out that for employees online, what we want to achieve is the optimization of personnel management.

Not only that, the problem of turnover efficiency in commodity links has been solved through Commodities online. Wuming uses multi point system to open up the inventory of goods online and offline, which improves the turnover efficiency of goods from the turnover time of the past 35 days to the current 20 days. Qiao Hongbing thinks retailers want to sell miniaturization, but the real reduction is the storeroom. At present, all the newly opened warehouse in Wumai, which accounts for about 25% of the total operating area, is probably about 30% in the past. The larger shop may still be 30%. Now the shops and storehouses account for about 10%, which has greatly reduced the invalid warehouse area and made more room for sale.

Coincidentally, the same group of access to the multi point system has also experienced the growth of the digital road. Xie Jie, deputy general manager of its Supermarket Department, told the billion power company that since January this year, the number of users of the group has reached 1 million 875 thousand, and the number of new members has increased by 1 million 730 thousand. As of June, the number of members of the group reached 2 million 360 thousand. Xie Jie said, next, the goal of heavy group is to achieve 4 million new members in all channels.

At present, many points have been connected to more than 60 retailers including Chongqing department store (Stock Code: 600729), with more than 58 million service members, covering more than 8000 stores.

　　 What do multi League alliances want to do?

Zhang Wenzhong, chairman of multi-point, summed up that when he talked about the multi point mode, I think that in the final analysis, we should solve the problems faced by the retail enterprises in the digital age, solve the problems faced by the production enterprises, really improve the efficiency, and really improve the consumers' experience.

Zhang Wenzhong said he wanted to emphasize "alliance". In this alliance, there are his brands, and there are more than 60 leading retailers in the country. They also have many systems and resources. Zhang Wenzhong's idea is to integrate China's retail industry chain through multiple points. "The total scale of China's retail industry is trillions, but if we talk about the scale of each enterprise, and it is very small, 10 billion or 20 billion, even if it is thirty five billion, what is the scale? Like the big American retailer, Wal Mart has 3 trillion local sales, and a large number of companies with annual sales exceeding one trillion. "

Zhang Wenzhong said that the technology competition faced by the retail industry today is all-around. For this decentralized market, if we want to innovate in technology, it is unlikely that a retail enterprise will be successful by single handedly. This involves huge technological support. "For example, online retail companies, it does not send a new version in two weeks. If our system is old system, it will take one or two years or two or three years for us to go online. After that, we can't stay there for a few years. How could it be possible to compete with the enterprises that are armed to the teeth? So, what we need more is that we should work together to do this.

It is a prerequisite for business alliances to realize profits and achieve win-win results. What do you want to export more is retail system and retail resources, and what do you want more?

Other alliances mentioned by Zhang Wenzhong are member alliances, supply chain alliances and standard alliances. Members and the supply chain naturally have many advantages. The stronger the stronger, Zhang Wenzhong obviously wants to expand another territory in the retail territory. Zhang Wenzhong said that the difference between multi point mode and other modes is inclusive growth. "It is our retail enterprises that have made many outlets through their years of struggle and development. We have built many warehouses, and we have our own supply chain system." All these resources should be reused sufficiently, which is the core of inclusive growth.

"If we are engaged in a pre position warehouse and engage in a logistics system for the specialized pre positions, the cost input and output will hardly be proportionate." Zhang Wenzhong said that if the traditional retail enterprises really rise, with digitalized thinking, digitalized technology and digitalized members, the supply chain and all kinds of resources of the shop will be reused on the basis of digitalization. The effect will be very huge.

"When we come together, it means that we are working on the criteria for this industry. How should China's fresh products be done? What should China's fast food products do? What should China's online and offline integration stores look like? "

Zhang Wenzhong believes that the future of the retail industry must be both to the shops and to the home, but the difference between the digitalized shops and the shops before the digital age is that the overall mode of operation will undergo fundamental changes. But what are these standards? Zhang Wenzhong wants to be one of the standard setters, and more points are the tools to achieve this.