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In The Future, The Layout Of New Retail And New Consumer Goods Will Be The Focus Of Attention Online And Offline

2022/3/14 17:04:00 0

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　　 In the post epidemic era, the economic order is rebuilding. The retail industry has suffered a lot of impact and is scrambling to break the situation to meet new opportunities. Amazon as the representative of the industry giants in the new market context also began to start a new business map, began to enter the field of fashion. Following the launch of the luxury stores online store, Amazon overtook Wal Mart last year as the largest clothing seller in the United States. This year, its offline retail action has become the focus of attention in the industry.

After overturning the physical store, Amazon will open its first physical store with an area of about 2787 square meters in Glendale, a suburb of Los Angeles, California. The store will display men's and women's wear and shoe accessories from emerging well-known brands. The price is within the tolerance range of the vast majority of consumers. Amazon store is called "Amazon style" and its managing director is simoina vasen. Vasen said Amazon wants prices to reach a wide enough range of consumers. This is not the first time that Amazon has tried offline retail. In 2015, Amazon opened a bookstore, and in 2017, it acquired whole food, a high-end store.

Why is Amazon just offline retail business?

Z era is under the line

With the rapid development of Internet e-commerce and the change of consumer groups, offline retail business has also found a new way to break through. According to the National Bureau of statistics, China's online retail sales will reach 11.8 trillion yuan in 2020, an increase of 10.6% compared with that in 2019, but the growth rate has declined for three consecutive years; In 2020, the proportion of online retail sales of physical goods has historically reached a quarter of China's social consumer goods retail sales, and from January to October 2021, the proportion of online retail sales decreased for the first time in 20 years. The offline retail market still accounts for a large share. At the same time, the experience and social functions brought about by offline consumption are more valued by consumers in the post epidemic era. Especially for generation Z, which emphasizes personality sharing and likes to punch in and take photos, offline has filled many demands that cannot be realized online.

The sense of sharing and experience cannot be replaced

Offline channels are gradually abandoning the traditional value of goods distribution, and are more transforming to a sense of experience. Whether it is the "first store economy" with large-scale multi category comprehensive services as the core, or the scene based consumption focusing on interactive entertainment experience, in the final analysis, it is to enhance consumers' sense of on-site experience. That is to say, now we should try our best to put the goods in front of potential consumers and catch the attention of consumers. Although e-commerce has increased the convenience of shopping, the feeling of actual experience can not be replaced at this stage.

In particular, the newly rising consumer brands experienced the sprouting in 2018 and the rapid growth in 2019-2020. To understand the brands of the new generation of consumers, we should strive to explore a new growth curve and pay more attention to offline. In particular, a number of new consumer brands have finally opened a single brand first store after trying various forms such as flash, concept store and collection store. According to the incomplete statistics of cbndata consumption stations, from 2020 to 2021, the new consumer brands that opened the first single brand stores include Santon and a half, bosie, banana in jiaonei, ubras, guanxia, Wenxian, Xiaolu Lanlan, BabyCare, etc., and the top brands of online brands will enter the new offline retail stores one by one.

As an online brand, jiaonei's advantage lies in its direct access to users. But there are also disadvantages, that is, it is difficult for brands to bring users enough clear and three-dimensional image through online stores. With this insight, jiaonei defines offline stores as the mental foothold of the brand, and deduces the brand concept of "redesigning basic models" from different dimensions. In terms of store location, jiaonei did not choose a large supermarket, but chose to be adjacent to popular fashion and creative brands loved by young people. The trendy store design has strengthened the ability to attract new customers. The number of offline users in jiaonei is more than six Chengdu, which is a new friend of the brand. On the other hand, a number of brand mental labels have been developed. In addition to the skin friendly, cool style and rich colors of fabrics, more than 30% of users also approve of the sense of technology in banana.

In addition to new consumer goods, brands in different fields are also trying to fit their own way back offline and face-to-face with consumers. Second hand bookstores focus on the sale of second-hand books, which advocates circular economy. From second-hand books to offline second-hand goods stores, the second-hand bookstores should pay more attention to fish and combine online and offline experience. Online experience: c2b2c second-hand trading service through front desk content community + background accurate recycling system; Offline experience: exploratory store design + recycling mode related interesting activities form experience added value. Offline stores are located in Shanghai and Beijing where young people gather, mainly to attract young people into the store. In addition to books, the sale of products also increases the category of second-hand clothing. The store will also match the clothing service of second-hand clothing, coffee table, and regular offline activities to attract users and increase the sense of experience.

　 Why do consumers choose

Return to offline retail?

At the consumer level, after the outbreak of the epidemic, Chinese consumers' demand for local brands, health concepts and natural products has been growing. Most of the consumer spending is on fashion products, clothing, high-end skin care products and consumer electronic products. At the same time, although the new online shopping mode brought by Internet e-commerce has provided unprecedented convenience, speed and price advantages, in the post epidemic era, the way consumers shop is also changing. User experience driven mode reengineering and operation innovation become the key. For example, Alibaba's HEMA Xiansheng supermarket has taken the lead in realizing unattended, mobile phone code scanning payment, and rapid picking and packaging of conveyor belt system. The Qixian life shop in Jingdong is equipped with an intelligent shopping cart, which scans the two-dimensional code of the car body. Consumers can bind to the shopping cart and follow it automatically through the bracelet. The experience of technology and intelligence makes shopping in supermarkets no longer monotonous. The sensory experience brought by freshness and technology attracts a large number of young people to become loyal supporters.

At the beginning of the 20th century, pine and gemore pointed out in "experience economy" that experience economy is the fourth economic growth point after agriculture, industry and service industry. The combination of offline retail and experience can make users willing to spend time in specific places to establish contact with brands. The deeper purpose behind it is to produce a product that can surpass any product, service or experience itself. Because experience itself is the best marketing method, industry giants and new consumer brands are familiar with this principle.

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