The New Retail Strategy Of Xiangying Falls Into Place

The new retail strategy of Xiangying falls into place

Don't deliberately tangle with white cats and black cats, and don't tangle in all kinds of flower racks. Sticking customers with new tools and methods is the king of new retail.

When it comes to retail, it seems that it is the business scope of department stores or chain enterprises, and it is difficult to relate to the science and technology sector. Since Ma Yun put forward the concept of new retail, new retail has become a hot word in the science and technology field, and even many companies that have nothing to do with retail want to rub against new retail hot spots. Compared with the "clever work" of enterprises in the science and technology sector and the "porcelain touch marketing" of Huzhou circle, the old retailers do not seem to like to fight with each other, but prefer to roll up their sleeves and work hard.

In 2017, the prelude of the new retail has been played, and the prelude of the new retail has gradually opened. However, the scenes behind the scenes and the comers that will appear are still unknown. Some retailers are a bit low spirited in this feast, and more retailers have wrong or biased views on the new retail. Of course, there are also doers among them.

Some people think that new retail is high-tech. face recognition is used to enter the store, radio frequency induction is used to automatically replenish inventory, unmanned retail technology is used for store sales, cash free is the best way to collect money, and UAV is used for delivery. New retail is new, and nothing new is new retail.

Some people think that new retail is a concept or a new term. It is a routine of some people fooling other people. "Old bottles and new wine are mixed with eggs", which will not be hot for a period of time.

In fact, there are quite a number of traditional retailers who seem to be a bit panicked and at a loss when they hear about the new retail, while quite a number of them are able to fight against it and deal with it calmly. The key elements of retailing are consumers, commodities and stores. New retailing is to make the relationship between consumers and commodities closer through advanced tools, advanced methods or models. Customers will change and progress every day under the influence of fresh information. Every year, new consumer groups will rise. Only by innovating in goods, service methods and purchasing and selling scenes, can retailers accurately match different consumer groups. If all of them are unmanned and cashless, they are bound to please some consumers while losing others. Therefore, I prefer to understand new retail as: integrating different purchasing channels through new tools and new methods, accurately matching consumer groups through different contacts, and providing high-quality goods and services to consumers.

Xiangying international is a leading enterprise of hangpai women's wear. It has its own understanding and cognition of the new retail, and has carried out a lot of practice in the new retail, and has achieved fruitful results. To sum up, Xiangying International's new retail is to cater to the rise of emerging consumer groups on the premise of giving priority to product design. Through multi-point innovation of supply chain and marketing, it can achieve precise marketing and satisfy both customers and stores. Specifically speaking, there are three measures for Xiangying International's new retail landing.

One is: Flexible Supply Chain + flexible ordering.

Xiangying international builds a flexible supply chain through information construction. In the past, each store has a large order quantity, but the market changes rapidly, and the goods are in great risk of unsalable. If the order quantity is small, it will often be out of stock and miss the golden period of sales. Based on this, Xiangying puts forward the 532 flexible ordering strategy, that is, by diverting the proportion of initial orders, a part of the quantity will be divided into trial sale and replenishment after actual sale, as well as the new increased replenishment of the current best-selling items! In this way, each season's commodity listing band is more suitable for the rapid changes of the market, the circulation speed of commodities is faster, the utilization rate of capital is higher, and the inventory of stores is more benign, which is beneficial to every link of the supply chain.

Second: offline aesthetic marketing lock in super big single

With the renewal and iteration of the consumer group, the requirements of consumers for retail personnel are more stringent. Consumers are no longer satisfied with the pop money of a thousand people, nor are they satisfied with the traditional service of shopping guide and consultation. In order to better serve every customer, Xiangying introduced aesthetic marketing into the national retail system, and let every shopping guide become an aesthetic consultant. According to the customer's body shape, temperament and wearing scene, Xiangying designed a high degree of clothing matching scheme to achieve "customized service". After the introduction of aesthetic marketing, stores and customers achieve a temperature connection, store performance is stable growth, customer stickiness continues to improve, the store and customer satisfaction, become a model of industry marketing.

Third, online social e-commerce forms word-of-mouth effect

In the past, e-commerce shopping groups were mainly composed of price driven and impulsive consumers, which led to the annual "double 11" Shopping Festival. However, traditional retailers lost their offline pricing power and channel control. In order to be a brand driven enterprise, Xiangying international has adopted a new mode of online retail. It takes the good offline brand image and professional services as the endorsement, and forms oral transmission through online multi-channel (brand group, pinduoduo and micro distribution) to form a good brand reputation, and to deeply integrate online and offline Omni channels, Customers can experience all-round, professional and considerate services online and offline, reduce the loss of customers and improve brand loyalty.

Don't deliberately tangle with white cats and black cats, and don't tangle in all kinds of flower racks. Sticking customers with new tools and methods is the king of new retail.