Adapt To The Adverse Situation Of Retail Industry With "Change" And Innovate And Grow

For our country, the outbreak of pneumonia is unprecedented. However, with the end of June, a series of new data, new changes and new features showing the recovery trend in the first half of the year let more and more people see the resilience and vitality of China's economy. Among them, the retail industry which has been changed by the epidemic situation is struggling to move forward with a strong ability to cope with emergencies.

For the retail industry, the new crown pneumonia epidemic is both a test and an opportunity. Seize the opportunity to open a broader market, the whole industry is also accelerating the digital transformation and upgrading. The picture shows the audience shopping at Guiyang import and export commodities Online Fair. Cnsphoto.

New machine line

The amazing sales mode of live network makes many retail enterprises eager to try, and the live broadcast has become popular during the epidemic period.

This is a special answer sheet handed in at a special time point. Affected by the new crown pneumonia epidemic, the retail industry, especially the real business, is inevitably affected, and many enterprises are facing life and death challenges. According to relevant data, during the epidemic period, the overall closure rate of retail stores reached 71.1%, and less than 30% of normal stores were open.

The retail industry, which is struggling to survive, has made a good performance in the first half of the year. The concentrated outbreak of live network broadcasting and the rapid adjustment of online stores have ushered in a new round of "online" vitality for the retail industry.

Luo Yonghao, Dong Mingzhu and other business tycoons and well-known CCTV hosts have left the live broadcast. Live broadcasting has become a new form of nationwide sales, which brings new opportunities to the retail industry. Many stores have opened live broadcasting, forming a lively scene of busy online live broadcasting and offline delivery.

The amazing selling mode of online live broadcasting makes many retail enterprises eager to try. The special live broadcast mode of "one person, one store, one mobile phone" became popular rapidly during the epidemic period. One by one people with goods appeared one after another. The new retail mode of "community + live broadcast" is no longer limited to "self-help", but gradually evolved into a way for retailers to create new achievements.

Live broadcast has also accelerated the opening of online stores of retail enterprises, and online has become another battlefield of competition for many retail enterprises.

Opportunities for innovation

From the accumulation and performance of home business in the first half of the year, there are considerable audience groups in the home business, which may become the breakthrough of the new generation of retail industry.

Although most retail entities have been greatly impacted by the epidemic, community fresh food and community groups have found their way to rebirth.

It is reported that during the epidemic period, Ding Dong bought vegetables to seize the beach to expand the scale of Beijing. First tier cities are the core bases of fresh e-commerce, with large population density, high consumption level and more avant-garde consumption habits. For fresh e-commerce, it is an excellent choice to cultivate loyal customers. According to the data from Yiguan think tank, the proportion of fresh e-commerce consumption in super first tier and first tier cities reached 86.31%. Therefore, the first tier cities have become the main culture dish for new consumption formats of fresh e-commerce.

For the same reason, we choose to start in Shanghai. It has achieved good results in recent three years. It is reported that as of December 2019, dingdong has nearly 550 front-end warehouses nationwide, and 254 in Shanghai alone, basically covering the whole city. It can be called a black horse in the field of fresh e-commerce.

At the same time, consumers' demand for home delivery has increased in multiples, which further promotes the attention of physical retail industry to home business. According to relevant statistics, the order volume of home business in some physical supermarkets increased three to four times from January to May this year compared with the same period last year, and the online business of some stores accounted for more than 30%. Experts said that after the epidemic, most consumers will return to the original shopping mode, but some shopping habits formed during this period will be retained, such as home business.

It is understood that Wal Mart's home service has also been upgraded iteratively. It has taken the lead in promoting "community home" business in Wuhan, with centralized distribution reaching the community. It is no longer limited to the range of 3 km around the store. Instead, it uses lbs technology to lock in multiple communities around the store, and customer orders are concentrated in the community. At the same time, due to the promotion of the epidemic situation, all the major physical retail businesses have new strategic arrangements in terms of home delivery. Some people in the industry believe that through the accumulation and performance of home business in the first half of the year, there is a considerable audience for home business, which may become a breakthrough for the new generation of retail industry.

Upgrade and speed up

Even if affected by the epidemic situation, the trend of consumption upgrading is still obvious. Characteristic commodities from all over the world are "flying into ordinary people's homes" through e-commerce platforms.

Pause and accelerate. The off-line retail stores, etc., have been closed to the public. For physical retail enterprises, switching to online is the most common and effective self-help method. However, how much effect can be gained by "improvising" is still unknown for many "new players" who have just touched the Internet.

It is reported that since March, with the gradual "unsealing" of various regions, the resumption of production and work has become the main theme, and the consumer market is warming up. However, considering the complex situation of the epidemic situation, most people's activity radius will still stay between home, company and necessary offline business scenarios, and the mainstream situation of contactless consumption mode dominated by "online ordering and offline distribution" will not change for a while. At the same time, in the post epidemic era, for most of the physical retail enterprises, after experiencing the "life and death test", they need to start to examine the absolute dependence on offline scenes in the past, and think about how to increase the "non arrival" consumption scenarios of customers by means of interconnection and digitization in the future.

According to the data released by the National Bureau of statistics, from January to may, online retail sales of physical goods increased by 11.5% year-on-year, accounting for 24.3% of the total retail sales of consumer goods. According to the data released by the State Post Office, the volume of express delivery business increased by 41% and the business income increased by 25% in May. Live broadcast, online shopping, online shopping With the accelerated innovation of new business forms and new models, online consumption vitality burst out, the contribution rate of online retail of physical goods to the growth of consumer goods market continues to increase, and consumers get more benefits and convenience.

In the view of industry insiders, the growth rate of online retail sales of "11.5%" physical goods shows that consumption upgrading is full of momentum, and new consumption is in the ascendant. At the same time, the upgrading of consumption has led to the continuous growth of diversified and personalized demand. It is understood that in the first five months of this year, even affected by the epidemic situation, the trend of consumption upgrading is still obvious. Common people are flying into the global e-commerce platform.

In the first half of this year, the concentrated outbreak of live broadcasting and online stores accelerated the retail industry to enter the era of "people, goods and stores" online and offline. With the help of new technology and new trend, how to accelerate its own transformation and realize the operation upgrading of digital users has become a problem worthy of attention of more physical retail enterprises.

At the same time, with the retail industry opening a broader market in the extraordinary period, the digital transformation and upgrading of the whole industry is also accelerating. In the second half of the year, as various policies to expand consumption continue to take effect, online and offline consumption will become more active, and the retail industry will also contribute more momentum to the high-quality development of the economy.