Metersbonwe Revitalization Of The Market Recovery Road

In January 22nd, Zhou Chengjian, chairman of Metersbonwe, released a letter to all employees on the eve of the Spring Festival. He said that 2020 will be the key year for the transformation and development of the company. The United States will achieve leapfrog development from three aspects, namely, "continuously improving the capacity building of product innovation and digital products supply chain", "strengthening new retail capacity building", and vigorously supporting the development of franchised stores.

A few days later, the outbreak of the outbreak, the United States should go forward and all enterprises, began the fight against "epidemic". Over the past two months, looking back at the strain and innovation under the US state epidemic, whether it is big online marketing, or the new retail mode that is opened online and offline, it is precisely the crisis that forced enterprises to accelerate the pace of development under the original plan.

Now, spring blossoms. When the market is gradually reviving after storm, how can we improve the sustainability of online channels and let the offline channels quickly pick up? This has become the most concerned issue for developers and major brands. Recently, Lin Xiaodong, vice president of Mei bang, a winner of the win business network, said that the United States had passed the "big exam" with digitalization. The experience gained the group will have new thoughts on the practice and digitalization of the new retail business in the future. The United States is ready for the coming recovery.

　 Opportunities emerge under the online channel crisis

The impact of the epidemic on the operation of offline stores is self-evident, but under the crisis, the United States saw the infinite opportunities brought by online experience. In Lin Xiaodong's view, the most effective measure in this wave of "online self rescue" is to increase the intensity of online marketing. During the epidemic, Smith Barney used the online shopping guide of live stores, broadcast live online official flagship stores, and adopted the new retail form of online ordering and offline store delivery, creating a sense of "cloud shopping" for consumers.

In the past February, about 130 stores in the United States participated in the shopping guide, covering 9 large areas including central China, Southern China, North China, Zhejiang, Fujian, Jiangsu, Anhui, northeast, Shanghai, northwest and southwest. On the other hand, based on the new retail mode and characteristics, from 2 to March, the United States part of the online business segment grew by 37% year-on-year. Development can not be separated from the full use of Tmall platform as well as the development of "WeChat partners" two carriages.

Since March, with the control of epidemic situation, stores and brand lines have been resumed, but offline consumption is still limited due to epidemic prevention. The consumption market driven by compensatory consumption has been warmer or more online consumption has been reflected. Lin Xiaodong believes that during the transition period to meet the recovery, consumers will continue the consumption habit formed during the outbreak, which also brings more opportunities for online sales. At the same time, she also admitted that for the United States, how to speed up the integration of online and offline, online and offline search for new sales mode to balance complementary development, to provide consumers with a better shopping experience, is a major challenge facing the transition period.

But by this epidemic, the United States has seen new opportunities in online channels. In the future, the United States will deploy all brands of Taobao live broadcast, of which the United States and ME&CITY will gradually realize 24 hours of live broadcast, and two children's wear brands Moomoo and MCK will achieve regular daily live broadcast every week. In addition, on the basis of increasing the length of live broadcast, the United States will continue to explore live play and raise the level of live broadcast.

Rebuild "people's freight yard" relying on new retail tools

During the period of prevention and control, more consumers are accepted and accustomed to online ordering. This epidemic situation may change the habits of consumers to a greater extent. Ms. Lin Xiaodong felt that retailers could take full advantage of the opportunities and challenges brought about by this change. But she also firmly believes that although online shopping can bring more convenient shopping methods, but based on the particularity of dress trial format and the importance of consumers' experience, offline entities can not be completely replaced. Experiential consumption is still the main theme of offline consumption.

To this end, since 2013, the United States will focus on the online and offline drainage of the United States will rely on the electronic commerce platform, micro mall and social software and other new retail tools, to create three business scenarios, not only do the existing stock store value-added, but also provide consumers with a diversified shopping experience.

It is worth mentioning that during the epidemic, mebang has developed tens of thousands of "retail partners" at WeChat end. As of now, it has broken through one hundred thousand single transactions and over one million goods, and the momentum is further expanding.

Lin Xiaodong predicted that after the epidemic, China will see more profound and more radical changes in the retail industry. "New retail will stand out from the spiral evolution of traditional retailing and traditional electricity providers. By combining technology, big data, and deep insight into people's social relations, we can reshape the relationship between" human "," goods "and" field "in retail formats.

And the United States will also take the opportunity to take the "online and offline integration development" as the core issue of new retail, on the basis of the past, continue to strengthen the building of new retail capacity.

　 Strengthen digitalization and continuously enhance brand power

The epidemic has stimulated the brand to accelerate the development of e-commerce business, but also forced enterprises to speed up the transformation of new retail related businesses, and increase the overall channel layout. The transformation of development strategy also affects the establishment of internal organizational structure. In order to meet the requirements of the new situation and improve efficiency and quality, Smith Barney will optimize the organizational structure with the requirements of the new retail age, and break the island of offline channels.

Besides the new retail business, today is also a digital era. "We want digitalization to go deep into corporate culture, so that digitalization is not only a tool but also a common concept, habit and gene of the whole organization." In Lin Xiaodong's view, a digitalized organization can be foothold in the current fierce competition.

In 2013, the United States began to digitize the development of offline stores and online digitalization, and gradually realized the accumulation of big data, the opening of online and offline membership systems, the purchase of goods under online and offline, the delivery and replacement of goods and the digitalization of supply chain.

In the future, new products R & D, supply chain management, product pricing and marketing activities will be carried out on the basis of digitalization. In view of this, the United States will make use of big data analysis to introduce targeted revenue growth management plans, conduct a comprehensive assessment of product mix, identify gaps to be filled, and launch targeted pricing and marketing plans.

In terms of brand development, the United States will still start with the most fundamental products and services, and move consumers in line with consumer demand, quality, reasonable prices and the pursuit of the ultimate interactive experience, which will serve as the starting point for brand building. And in the process of new retail evolution, we constantly explore various new ways to contact and attract target consumers, and continuously enhance brand power.