Lianshang News: On October 17, the 2019 Lianshang Conference and the Second China (Fujian) International Smart Business Conference opened at the Fuzhou Strait International Convention and Exhibition Center.
This conference is jointly hosted by Lianshang.com, Silfu and the Asia-Pacific Smart Industry Alliance, and has received the cordial care and strong guidance of the Fuzhou Municipal People's Government.
At the same time, this conference also received strong support from Fuzhou City’s “Smart Fuzhou” Management Service Center and Fuzhou New District Cangshan Functional Zone Management Committee.
This conference brought together more than 1,000 government leaders, association leaders, retail executives, industry experts, professional media and representatives of many retailers. With the theme of "Digital Retail", they discussed the digital transformation of the retail industry.
The following are the wonderful views of the guests of the conference compiled by "Link Business Network":
Main forum:
Xu Nanji, deputy mayor of Fuzhou Municipal People's Government
Currently, new technologies such as cloud computing, big data, Internet of Things, and artificial intelligence are used as carriers. The digital economy is increasingly becoming the core force driving economic growth, and digital retail has also become a new force in the development of the digital economy.
The Fuzhou Municipal Party Committee and Government attach great importance to the development of digital retail, and have achieved remarkable results in the construction of smart business districts, retail innovation and transformation, and the development of chain convenience stores . The pilot work on the construction and transformation of smart business districts has achieved three national firsts: the first government-led construction and operation of Fuzhou Dongjiekou Smart Business District APP, the largest number of full-scenario facial recognition payment in business districts in the country, and the first smart business district in the country. A visual management platform for business districts.
has achieved two firsts in Fujian: Fujian’s first smart restaurant and the province’s first credit consumption neighborhood, which has effectively promoted the development of the commercial and retail industry. Currently, Fuzhou’s total retail sales of smart consumer goods account for one-third of the province’s total.
BBK
Group President Chen Zhiqiang
BBK’s digital transformation has achieved initial results. Currently, there are 14 million digital members, 200 digital stores, total online transactions of nearly 700 million yuan, and total online and offline transactions of Meixi Xintiandi exceed 1 billion yuan. Digitalization provides not only thinking, but also action and practice.
To implement digital transformation, we need to complete three link points: digital customers, digital products, and digital operations. Traffic empowerment builds a blue ocean of customer traffic, allowing customers to obtain more accurate information; marketing empowerment enables online and offline connection experiences, maximizing operational life cycle value; data empowerment, deepens user insights, accurate recommendations, improves conversions, and enhances independent operation capabilities; Scenario empowerment, increasing customer stickiness, increasing penetration rate, and building a cross-border ecosystem through these four aspects.
active reach + passive reach, connect users and merchants, improve user experience through active reach, and focus on more digital users. Use mini programs to open up connections and achieve precision marketing for thousands of people. Through touch points, platforms, data, and in-depth operations, let them organically connect together and jointly promote sales. Digitalization makes the retail industry full of imagination, and imagination brings infinite possibilities to the future. Digitalization brings us a bright future.
Dongbai Group Commercial Executive President Yuan Xingfu
Dongbai is the oldest local retail company in Fujian, with a 62-year development history. It is generally divided into five stages. By 2019, it has gradually stripped off the traditional department store labels and reprinted them It has been given new labels as "super department store" and "comprehensive commercial complex". It is difficult to transform a traditional department store into a fashionable shopping mall. Judging from Dongbai's experience, it needs to be completed from four dimensions: mechanism-driven, content-driven, experience-driven and marketing-driven.
, especially the core elements driven by content, has been upgraded from many aspects such as architectural design, positioning, customer groups, business formats, and services.
A typical example is Fuzhou Dongbai Center, which has been transformed into a business circle integrating department stores, shopping malls, and neighborhoods. It has strengthened the essence, commodity strength, and operational capabilities of department stores, strengthened the experience and functions of shopping malls, and improved the shopping mall experience. The leisure and experience of the neighborhood are integrated into it, turning it into a comprehensive super department store.Dongbai Group's strategy for the next five years: 1. The core point of the entire strategy is to strengthen Fujian and go nationwide. In 2023, there will be 20 comprehensive commercial entities in the core areas of Fujian and achieve a sales scale of 20 billion.
2. Launch the entire business multi-model development approach, including strengthening the existing market, mergers and acquisitions and content-side acquisitions, light asset management models, focusing on regional market accumulation and mining data value.
Jingdong
Group Vice President Yu Wynn
The term omnichannel is actually not new, but the trend is becoming more and more obvious. Whether it is online or offline, now it seems that a very irreversible trend has formed, called integration. The part of this integration is the often mentioned integrated integration of online and offline, including integrated marketing, integrated users, etc. Establishing a customer-centered omni-channel business used to be multi-brand, multi-channel, multi-location, multi-warehouse, and multi-supplier management. In the future, it will be one tray of goods, shared warehouse resources, and one supplier. This requires companies to build internal supply chains and middle platforms to support their omni-channel implementation.
It seems easy to place orders online and offline, but how to break down barriers, truly collaborate, and do a good job in omni-channel integrated marketing is actually a kind of ability, and digitalization plays a key role in the establishment of this ability. effect.
Looking at the entire process, we can find that it is what every enterprise should do to gain insight into consumers, determine business positioning, improve organizational capabilities, and implement operations. As for the omni-channel store integrated solution, based on the practice of 7FRESH, we have summarized the top ten capabilities, including omni-channel category management capabilities, planning capabilities, category pricing and product selection capabilities, but it is divided into three layers. Digitalization and technology play a key role in every step.
Xu Jingbo, President of Asia News Agency
Japan, like China, has now entered the stage of declining birthrate and aging population. If you blindly expand physical stores, it is very likely that the store will be closed before the investment is recovered. Therefore, Japanese commercial enterprises are very cautious about opening a new store because they have suffered this loss before. Japanese business formats are too common, too prosperous, and too popular. Japanese convenience stores integrate all functions such as retail, banking, express delivery, public payment, etc., including simple office work. This popular commercial format allows Japanese people to buy what they want at any time and anywhere, which makes some e-commerce markets underdeveloped.
Another reason is that the Japanese are very particular about experience, and they still have the habit of visiting stores, shopping, and supermarkets. Supermarkets in Japanese communities are basically open 24 hours a day. You can buy anything in the supermarket when you are hungry. In Japan, department stores and shopping malls are separate. Department stores are located in the busiest areas of the city center, while shopping malls are located in the suburbs.
One of the biggest things that department stores in cities do in order to survive and develop is to use the bottom floor to build food supermarkets, which are a very important hotspot for attracting customers and selling. Digital sales are inseparable from electronic payments, and Japanese society as a whole is still very conservative in its cashism.
Therefore, electronic payment has something to gain and something to lose. It depends on how the entire society controls personal information and how to protect personal information. This awareness is also a big issue in our retail industry, how to protect the personal information provided by customers.
Wumei
Vice President of Wumart Group Qiao Hongbing
He mentioned that there are two aspects to the understanding of digitalization: on the one hand, it realizes the electronic membership, and on the other hand, it realizes digitization. The core of digitalization is online.
The management of people in comprehensive digitalization includes not only the digitalization of customers but also employees and suppliers. Goods are commodities, and the market is more about management.
Member electronicization is the basis for realizing all digitalization. Member electronicization reflects the accurate grasp of member information. What is achieved through the digitization of the entire membership is the mutual diversion between online and offline.
online is something that must be done to solve comprehensive business digitalization.People, goods, and sites all need to be managed. What is the best way? The most efficient and convenient way is to make everything online. It requires employees to be online. It is necessary to conduct employee assessment online, product online, supply chain online, marketing online, and interaction with customers. Services are online in real time, and management actions on the store side also need to be online in real time. Only online can make retail business management more efficient.
Shen Hui, President of SenseTime Business and Data Insight Business Group
There is still a big gap between offline digitalization and online. Nowadays, the digitalization part is often more focused on the final transaction part.
From the perspective of the entire retail industry, online only accounts for 20%. Compared with online and offline, the offline experience is greater, and its importance is increasingly reflected.
AI targets a very wide range of fields, including computer vision, speech, natural language understanding, etc. However, computer visual effects are used in various aspects. Only by obtaining demand points from all aspects, and then iterating the technology and giving back to the implementation can the technical value of AI be reflected. If computer vision technology really wants to be implemented, it requires very high technology.
This is why we say that only through continuous technological iteration can some impossible things become possible. The
technology itself is a very challenging thing, but after research, it must be implemented to reflect the value. Therefore, we attach great importance to the combination of technology and customer needs, and it must be within a relatively wide range.
There are many retail formats, and the demand points of each format are different. When technology is truly applied to various industries, the manifestation methods and pain points will also be different. Technology needs to be applied to the problems that need to be solved in order to be truly effective.
SenseTime is a visual platform company. We also hope to become an enabler, providing partners with more technical capabilities and product capabilities to make online and offline retail better.
Lawson
China Director and Vice President Zhang Sheng
What exactly is an excellent convenience store? Whether it is fresh food, decoration, systems including big data, these are just tools for our business. In fact, in the end, doing business is still about the heart, and we need to do things with heart. The current standards for convenience stores are refined products, refined management, and precise marketing.
Now we realize that Lawson’s competition in the fresh food format of convenience stores is that the era of me having what you don’t has has passed, and the era of you having my advantages has arrived. Today, the most important thing whether we are doing fresh food or other things is not R&D capabilities, but Perception. Data only represents today, not tomorrow. Lawson has strengthened management refinement in the temperature-dislocation competition strategy, realized complementarity with the takeout platform in the time-dislocation competition strategy, and launched cross-store pre-sales of refrigerated series.
's marketing precision is not limited to itself. It operates a 10 million member system, cooperates with suppliers, serves as a bridge between suppliers' new products and target consumers, and provides suppliers with new product comparison and marketing information.
Lawson Dessert’s continuous investment has kept our customers among the 12 to 19-year-old crowd. The 12- to 19-year-old crowd is our advantage. Whether a retail industry can survive and survive for a long time is nothing more than keeping your customers young enough.
Xu Kaixin, Director of Partner Business Development of Microsoft
How to digitize the retail industry, Microsoft summarizes four major points: first, understand customers, and second, know what kind of equipment and what kind of system empower employees. Third, optimize the supply chain of the entire system. Fourth, how to redefine retail, change product forms, and then upgrade.
We help them allow consumers to scan the QR code when entering the door, and they can immediately know the user's user portrait. After obtaining the person's information, they can know whether he is a member, his gender, age and past purchase records. We can get the product information from the purchase record, and then we can get the store information by scanning the QR code at the place where the user is. We also have the user, product, and store information. Then through three-dimensional analysis of these three pieces of information, we can accurately know the relevant preferences of users. If an enterprise wants to do precise marketing, it can know where to do precise marketing for what kind of users.
How does Microsoft help optimize the supply chain through AI? AI technology is used to help companies quickly predict the dynamics of the entire supply chain, allowing them to reduce or increase the inventory management of the entire store.
In the past few years, if there were companies that digitized information, they would have earned an additional 9.4 billion in revenue compared to companies that did not digitize information. You can find how important it is to digitize information, because once you have data, you can better understand employees and customers, so as to carry out internal interconnection, optimize the entire process from end to end, and create a new profit model to maintain Your competitiveness.
Han Wei, founder and CEO of Leke Sports
We believe that traditional retail in the 1.0 stage is market-centered, the logic of 2.0 is to establish non-traditional platforms for sales online, and new retail is the 3.0 stage, where a platform connects people. , goods, field. The reason why LeKe was able to develop a very low industry was because it used an interactive platform to transform it, turning the gym industry that was originally considered impossible to make profits into an industry with high profit margins and high development speed.
LeKe has started the LeKe movement on the S side from the very beginning. First, open a direct-operated store to make a profit. After making a profit, try to see if others can make a profit by opening a gym. Leke's goal is to respond to the health needs of 100 million people every day, which cannot be achieved through direct sales alone, so we established an S2B2C model.
Suning
Wang Junjie, President of the Retail Technology Research Institute
Suning has made some investments in the past few years. We are not looking at high-tech fields, but more considering offline, because offline is a guarantee. Judging from the logic of thinking just now, a big store should be bigger, but a good location may not be obtained even if it takes a lot of effort and time. Wanda Department Store occupies mostly very good positions in first- and second-tier cities, which provides Suning with very good investment targets.
Let’s talk about the goods we just talked about. Why invest in Carrefour? Because Carrefour has a very complete supply chain and a lot of accumulation in the supply chain. This is what we need. In addition, we also invested in Suning 's OK convenience store in South China, because we found that convenience stores in South China occupy very good geographical locations. In many convenience stores, cooked food products are very good, which is also what Suning needs. H.
Regarding how to understand smart retail, and Suning understand it through people, goods, and markets, and how to use technical means to make the planning of these things more detailed. In the future, there will be two levels of retailing. One is the retail enterprises with technical support, and the other is the retail enterprises without technical support, which will be gradually eliminated.
Hua Haofeng, President of Chengjia Apartment Development Department of Huazhu Hotel
In the past, everyone was talking about Internet+, and I have always said it should be +Internet. Personally, I have always regarded the Internet and big data intelligence as a tool. I very much agree with Mr. Wang Bei. Talking about the idea, our various industries should find the right tools at the right stage. Will the invention of a new technology by
bring about disruptive changes to this industry? To be honest, it is not very possible to subvert these two words. From the perspective of the accommodation industry, new technologies bring three benefits to hotels: one is cost optimization; one is the improvement of operating efficiency; and the other is the improvement of customer experience. As long as these three aspects can achieve my purpose, I think this tool is useful to me. On the other hand, if it doesn't work, you won't use it even if it's hyped.
We have always emphasized standardization. Huazhu has more than 5,000 stores across the country, covering more than 370 cities in China. For us, service is part of the hardware. The hardware is standardized, so my services are also standardized. Of course, there will be some personalized products now, but in essence we will make the products and services very standard to facilitate our later copying and promotion.
Gao Shulin, Chairman of Tianhong Co., Ltd.
Digital retail should digitize some elements of retail operations to better serve customers.At the same time, in the process of retail operations, operations can be better driven by data. Such retail may be digital retail. If we want to talk about the characteristics of
: first, the interaction with customers is more online and digital, and more efficient.
Second, the upstream and downstream of the supply chain should be able to digitally interact well to make the supply chain more efficient. Third, the company should also be able to improve efficiency internally. Whether digital retail or new retail, the concept itself is actually not that important. I think retail is still retail, but retail has more methods and more advanced technologies, which can make retail more efficient. At the same time, And can be more people-oriented. We must pay attention when applying data. This does not mean that data application is a very simple and crude behavior that can solve this problem. However, I think that in the entire retail business environment, using data better and better can solve it. There are many problems that we have not solved before.
But the data must be of high quality. A lot of data may be irrelevant data, and a lot of data may not be correct. Retail companies collect data in various ways, because the data includes structured data and unstructured data. Sales data is okay because it is relatively accurate. If it is unstructured data, the accuracy and quality of these things must first be determined.
Consultant of Lianshang.com Li Ling
Whether it is big data or digital transformation, the most important thing is the collection of small data on each product every day, every moment. Without the accuracy, timeliness and completeness of small data, how can we achieve big things? data.
data is collected, analyzed, and utilized. If you don't know how to use it, you have to spend a lot of effort, invest in a lot of equipment, and collect a lot of data, which is called too heavy on technology and the cost is very high. Data is of course very important, but some of us despise small data and do not know how to use data, and talk about big data in vain. This will mislead retail companies and even the development of the retail industry.
I have always believed that the general manager of a company, including the chairman, is the chief designer of the company's software. A general manager cannot rely on others to build a system, so the general manager must be the chief designer of his own software, and he does not have to be technical. , but you must understand logic. The most important thing in smart retail is that the top leader must be wise. Traditional retail requires the wisdom of the top leader, and modern retail top leaders must also be wise. Without the wisdom of the top leader, how can there be wisdom in the enterprise.
I believe that Chinese retail people will definitely engage in the most basic industries, the most basic links, and the smallest data with good IQ, and push the Chinese retail industry to a new high platform without using It doesn’t matter what technology you use. I hope China’s retail industry will be better tomorrow.
Parallel Forum:
On October 18, the 2019 Lianshi Conference continued to be exciting. Six parallel forums were held simultaneously, focusing on department stores and shopping malls, fresh food operations, commodity strength, social e-commerce, catering innovation, store design and presentation. and six major themes. The speakers at each sub-forum expressed their unique insights and profound thoughts in a more targeted manner based on relevant business formats.
1. 2019 China Department Store and Shopping Center Innovation and Development Forum
Lu Yishu, General Manager of Dongbai Commercial Operations and Marketing:
The retail industry has long entered the era of customers from the era where channels are king. What we lost in the good times was the customers. The internal strength of insight, and customer insight is precisely one of the core abilities of the retail industry. Therefore, from a marketing point of view, the first and most core change is the change of perspective and thinking, starting to position and design so-called activities around the customer's mind. This is the main premise. If it really comes down to it, is there a way? There are two, the first is integrity and the second is focus.
Speaking of digitalization, many people will ask, do traditional businesses need to make small programs and APPs? In recent years, Dongbai has found the right direction to judge this matter, which is to judge everything around the value of customers, because I believe that digitalization and informatization are tools, not the purpose. Our purpose is only for our consumers and for us. customers create value.It can be said that insight into customers can determine whether to do things in the right direction, and digitalization can effectively help do the right things.
Customers' minds are our eternal main battlefield. Digital technology is an important booster of business efficiency, and we must make good use of it. Therefore, future business competition will actually revolve around customer value, and creating efficiency and effectiveness around customer value lies in PK.
When it comes to future visions, in my opinion, digitalization of marketing operations is at the forefront, but the next round must be services. In the future, services must be touch-point management, and they can also be standardized and digitalized.
THE GLARE founder Gu Shixuan:
Given the current time, location, people and background of China’s luxury consumption, how to achieve the so-called from supply chain to the Internet of Things, to blockchain , I use a simpler way of saying it It’s about how to buy and how to sell these purchased things. Finally, through how to buy and how to sell, China will become a leader in the luxury goods industry. How to do
specifically, and simply speaking, how to go from big data to business data, this is the most important thing in a self-operated department store. Even going back to smart stores, how to lead offline from offline to online is actually through operating data, how to directly import accurate data from offline smart stores, from personnel, and from the so-called current Chinese technology face recognition into all sales figures. Above, this is the point.
THE GLARE What will it do? Blockchain. Jack Ma said something before his retirement. In 20 years, Alibaba will be defeated by one thing: blockchain. A core logic of blockchain is decentralization. Blockchain is far more than that. If the current focus of luxury goods is in Paris, Milan, and New York, is it possible for us to decentralize through blockchain? We can use the previous supply chain to the Internet of Things to Finally, the center of all luxury goods and the retail center are paralleled.
Fu Chuang, Vice President of Aegean Group:
At present, there is a stock market. Whether it is large real estate companies, funds or teams, they are paying more and more attention to asset management and how to improve asset management efficiency. Against this background, how to stand out in this crowded and increasingly competitive market are some issues worth thinking about. How to do
? After a period of exploration, thinking and some practice, it was discovered that asset management is actually very related to efficiency.
How to improve efficiency? One way is to use technology to improve management efficiency and thereby improve overall asset operations.
So, how to improve the overall management efficiency and asset operation efficiency through technology. First of all, there are two aspects, the first aspect is upward, and the second aspect is horizontal or downward.
Shopping malls are actually different from various brand stores and department stores. We do not serve customers directly. Our real customers may be as a management platform. Our ultimate service should be the owners, and we can increase the overall value of our owners' assets through our operations.
But how do we do it? We recruit our merchants through investment promotion, and then serve our customers through our merchants. In fact, we need to truly serve our customers in two aspects. One is to have a good environment in the public area of our venue, and the other is to allow customers to enter the merchants and empower our merchants to serve our customers well.
Therefore, there is a technology to empower service partners, so that they can better and continuously receive services in the public area, and customers can also receive good services in each merchant.
Joy City
Hu Zhenyu, deputy general manager of the Shanghai Regional Business Management Center:
The business scene does not come out of thin air, but is based on in-depth research on consumers and based on our persistence in the brand positioning of Joy City. of. The consumption characteristics of the
Z era are that the first motivation is for social interaction, the second motivation is for personality, and the third motivation is to please oneself. Therefore, how to seize it and become the gene for shopping malls is something we have to consider.
Regarding how to make consumers consume, how to make them sticky, and how to make them repurchase, this is indeed something that can be grasped with the current development of technology, and it is a tool. I think the basic way of thinking is actually more important, because you have to know what kind of people you want. More importantly, shopping malls need to establish deeper interactions and deeper emotional connections with consumers, and become real good friends instead of plastic friends.
In fact, the creation of scenes is really based on the research of consumers in each place. Young people in Fujian, Chongqing and Shanghai are completely different. We need to create your scene based on the real characteristics of consumers.
Therefore, do not communicate with consumers with an educational attitude, but communicate with friends. All of this is actually the center of the ever-changing situation of scene marketing.
2. 2019 China Fresh Food Business Innovation and Development Forum
Yang Shizhong, co-founder of Yipin Fresh Food:
Yipin Fresh Food was founded in July 2013. It now has 610 stores in 13 provincial capital cities and has more than 18,000 employees. Staff, it is a community supermarket that mainly sells fresh food, fast-moving consumers, and operates 24 hours a day. It is one of the solutions to solve the last mile.
The concept of Yipin Fresh Food is sharing, win-win, and ecological community economy, and it is also a platform. How to ensure the operation of so many stores? Focus on vertical supply and market procurement.
In the understanding of many people, they may think that only when they have scale can they do vertical supply, base purchasing, and joint purchasing. Our understanding may be the other way around, the reverse.
We believe that to do this kind of vertical supply and market procurement well, we need to have traffic, a middle-end system, relatively strong warehousing and distribution, and processing and production capabilities, so that we can go back and do a good job in vertical supply and market procurement. Market purchasing.
Yipin’s mid-stage strategy is to create a win-win ecosystem where consumers, stores, social resources, and supply chains can share and win in the early stages of entrepreneurship. We hope that consumers can get high-quality and low-priced ingredients, and that stores can continue to provide such services to the community stably.
Feng Dexin, Vice President of Xianfeng Fruit:
Xianfeng Fruit opened its first store in 2004 and moved out of Hangzhou in 2010. In 2018, it implemented platform management and has grown to more than 1,800 stores now. There are more than 300 direct procurement bases around the world, with 5 brands.
We are now not only deeply cultivating the entire production area in China, but also making a global layout. If we can imagine that in the next five years, products that can really generate gross profits will likely appear in large quantities in the southern hemisphere. This is our judgment on the entire industry. In the end, the core capabilities of
are very simple. The first is cost leadership; the second is production and sales control; and the third is efficiency.
company has a business philosophy, which is the buyout concept of minimizing costs and maximizing value. This concept is very good, but how to implement it is actually quite difficult. Therefore, what we focus on is building a system of buyers capable of operating buyout funds.
In terms of the buyer's workflow, it is necessary to maintain good relationships with fruit farmers and middlemen, and manage suppliers well. Some of them need to cooperate with suppliers, because their own abilities are still limited, so they need to cooperate with suppliers on a large scale and rely on the original supply. Now it has become supplier management. I will give a lot of profit to whoever does well. As long as the quality is good, we can contribute the supply chain and even customers to him. Ultimately, establish the ability of a place of origin.
Mo Nong Design Director Bao Jian:
Mo Nong’s vision is to let design create value, details achieve perfection, and professionalism create classics.
design company rarely talks about commercial positioning. It has a business team. Every entrepreneur has his own independent concept. But whether the designer can understand it and reach a consensus with him or not, this premise must be at the same level. Understand the ideas output by the creative and slowly form a pattern or plan.
Increase revenue and reduce expenditure. From a design perspective, vision is a source of revenue and profit. 83% of consumers decide where to go based on vision.In the entire intelligent operation management or intelligent design, revenue generation and expenditure reduction can be presented, and they are also composed of several core parts of our entire operation.
The intelligent digital era is an era of precision marketing and cost reduction. It is not just about the front end. The end also needs to be operated and designed. After passing the design, it must be able to bring a different sense of body.
Zhang Yunchun, Fresh Purchasing Director of Beijing Supermarket:
From 2015 to 2019, for five consecutive years, supermarket sales have grown at double digits every year. The supermarket sells 90% of its fruits and vegetables on its own, including more than 400 varieties of fruits and more than 300 varieties of vegetables. Among them, there are more than 60 kinds with annual sales of more than one million items. Supermarket purchases directly from the place of origin, with 90% of its products purchased directly from the place of origin. It has 116 bases across the country.
Purchasing guarantee first requires a purchasing team. The supermarket has about 20 professional purchasing personnel, with an average age of about 35. With a college degree or above, more than 20 people are stationed at the production area all year round for on-site procurement. In addition, procurement maps have been compiled for fruit and vegetable commodities one by one, complete commodity procurement standards have been established, and pesticide residue quality testing has been strictly carried out.
Supermarket precision marketing includes two aspects:
One is warm marketing. Offline marketing is aimed at the mainstream customer groups of physical stores (mainly middle-aged and elderly people), with "warm" marketing and consumer guidance to enhance customer interaction and experience.
The second is smart marketing. Combining online + offline, targeting young customers (mainly middle-aged and young people), and applying big data technology.
single breakthrough, large single product. Through packaging, different festivals, different pricing. If you want to make breakthroughs in fresh food sales, you have to break through them one by one. If you want to increase sales, you need to have large single products.
Zhu Dongsheng, deputy general manager of Beijing Good Neighbor:
Fresh food is very difficult. Fresh food is the people's livelihood sector, and the people's livelihood sector is destined to be the most rigid need. If the fresh food industry wants to do well, it must improve its corporate organizational structure in two aspects, one is to improve added value, and the other is to improve efficiency. These two aspects must carry out comprehensive new reforms.
What is a convenience store? To solve the problem of "eating", everything can be digested online, but eating must be done offline, but information can be provided online.
If we don’t do anything in terms of added value, just move fresh things from the farmland to stores and sell them, we are not in the retail industry, but in the logistics industry, doing logistics work.
Technology data empowerment saves complicated work. Let machines do the work that machines can do, and people need to do more meaningful work.
Eat correspondingly, satisfy consumers' lives as much as possible, and also lead their lives, simplify and standardize business, simplify front-end and middle-end operation processes, and achieve process standardization through digital operations to make store work more decent. Afterwards, make your guests’ lives easier. The first purpose of doing retail is not to make money. The first is to make social contributions and the second is to make money.
Liu Weixue, deputy general manager of Lianjia Supermarket:
Lianjia Supermarket currently has 13 stores in Hefei, with three formats: community stores, medium-sized stores, and hypermarkets, with annual sales of more than 1 billion.
Our vision is to develop deeply in Hefei, and our aim is to make a profit every time we open a store. Lianjia Supermarket has a slogan this year, which is to increase revenue and reduce expenditure, control internal and external, and upgrade services.
Lianjia Supermarket has specially developed a system for greetings, including a series of details such as stipulating what time to say hello in the morning, how to say hello throughout the day, how to say hello when meeting colleagues, etc. It started in 2009 and lasted for 10 years. After these 10 years, this greeting became the standard work of Lianjia, or it became a corporate culture of Lianjia.
In addition, in terms of services, Lianjia Supermarket has proposed 12 solid services. These 12 solid services tell employees what to do.
The current spread of information is that mobile phones are indispensable to us, but they are not something we cannot let go of.
3. 2019 China Retail Brand Power Development Forum
Zhao Gang, Senior Vice President of BESTORE:
New retail is to look at the development of the current economic environment that everyone is facing from another perspective.
The fragmentation of consumer groups is becoming more and more serious. Every consumer hopes to be able to make his own free and unique consumption proposition forever.
The biggest core of being able to make popular products whether online or offline is to be able to accurately target the crowd.
Customers are the foundation, products are the basis, and technology is the blood.
Ma Yuan, general manager of Gansu Xinle Supermarket:
First think about how to sell, and then decide how to buy. I think buying is not important, the important thing is to sell it.
What consumers are most concerned about is the turning point. One is the substitution point. When a consumer buys this product, he turns away if he doesn’t have it. When the consumer buys this product, you don’t have it, but that product is also available. This is called the substitution point. . It is also possible to introduce it into
, but it must meet three conditions: first, whether it can bring more sales, second, whether it can bring more profits, and third, whether it can bring more manufacturer resources.
Regardless of product strength, commodity strength, new retail or old retail, the only thing is to be customer-centered.
Chen Kai, senior private brand director of Tianhong:
The core is actually the private brand. Only the private brand can make core differentiation. Customers will buy because of the private brand. In this way, the customer loyalty is much higher than before. Buy branded items. Private labels will not be transferred. The core point of
is that we need to differentiate, and everything else is incidental, such as lower price index, higher profit margin, and increased customer loyalty. In the end, only differentiation is the core.
Tianhong Supermarket product strategy: 1. Positioning; 2. Target customers; 3. Value. What is the category structure of
? High, medium and low brands plus structured goods plus seasonal goods plus trending goods are the category structure of a category. This is a complete structure.
Quality management of private brands. I personally believe that quality issues are one of the core reasons why China has not made breakthrough progress in developing its own brands for nearly 20 years.
Factors influencing the store operation of its own brand: first, layout plan planning, second, Duotou proportion planning, and third, sales promotion personnel.
Wang Shenglu, Director of the Purchasing Committee of the Qilu Chamber of Commerce:
No matter how good the product is, it needs a carrier. Our company must have guidance to let customers trade with the product. During the transaction, the product can create value for the customer, and at the same time, throughout the enterprise The transaction process needs to reflect the concept and culture so that customers can get more added value.
Commodities are the first element of our retail operations. Commodities are the core of our operations. No matter how good the store marketing is, the final transaction must be commodities.
Cost is profit, efficiency is competitiveness.
Li Dong, General Manager of Hebei Hengyuan Paper:
What kind of changes have occurred in the retail supply? From the original enemy to a partner, from one-sided arbitrary to taking the overall situation into consideration, it is not the retailer who has the final say, but The customer has the final say. From focusing on short-term tactics to focusing on the long term, it means what will happen in the future. From the original common platform to now there is a shared standardized process. These processes are done by manufacturers and retailers together and are based on consumer needs.
Everything revolves around products, product power + operational power = core competitiveness. New retail is a pit, everything is done around products. I think products are the core of all business models, and this will receive more and more attention, especially for retail companies, which cannot just tell stories. When we should be pragmatic, we should be pragmatic, and when we should be pragmatic, we should be pragmatic. What can
manufacturers do for retail businesses? 1. Develop your own brand. 2. Analyze industry trends. Third, increase sticky interaction, and fourth, ensure the stability of price and quality. 5. Manufacturers should provide product knowledge training to retail companies from an industry perspective.
The friendship of cooperation is far greater than business. We must be friends with retailers.
Wang Guangyong, Brand Director of Miniso:
Enterprises that build brands should be worthy of respect. Why build a brand? If you don't build a brand, you may feel irresponsible for the product. Since you build a brand, you should cherish the brand. Every brand should be respected.
Quality means choosing high-quality suppliers. The products must be good only for suppliers to have good quality. Otherwise, the products will not be sold to consumers, so high-quality suppliers guarantee quality. The price of
has two dimensions: first, scale procurement; second, gross profit standard.
Miniso has two major driving strategies, one is the IP strategy, and the other is the high-quality and low-price strategy.
4. 2019 China Catering Chain Innovation and Development Forum
Wallace Director Ling Shubing:
Wallace’s organizational structure is criss-crossed, with various functional departments set up at the headquarters and branch offices in each region. The functional departments of the headquarters are responsible for formulating processes, systems and executing all procedures, which are directly run by local branches.
Wallace created two major models, one is the business model and the other is the management model. The crowdfunding system and employee partnership system we are talking about today have been in place for a long time. At the beginning, the stores established a digital chain model.
initially established internal control management, which involved three major modules: 1. Store management module, 2. Headquarters management module, and 3. Distribution to provide more supply for stores. These three modules are independently operated and calculated.
I personally believe that the current catering industry is about precise management. The catering industry has entered the era of precise management and needs to be scientific, process-oriented and chain-oriented. Catering is a diversified management, and the front-end marketing is also diversified.
Hu Jia, President of Operations of Kairui Business Group:
In the next 3-5 years, the catering market will be reshuffled, and only three types of catering companies can survive. The first is similar to large catering chain groups such as Wallace and Kerry; the second is to be attached to these large catering companies as catering entrepreneurs; the third is small but beautiful because it has independent values, products, Unique business model.
At present, if you only rely on to C to serve customers in the catering market, it will be difficult to win in the reshuffle of market competition in 3-5 years, and all aspects must be developed in an all-round way.
Nowadays, young people born after 1995 are advocating more and more for Chinese culture, and Chinese food will accompany us from generation to generation. This is also the original intention of Kerry to adhere to the path of quality Chinese food.
Gui Jiuqiang, Vice Chairman of Shanghai Ziyan Food Co., Ltd.:
In every crisis, 90% of companies fail. We are 10% of the companies that survive every time. We will not be clever. Our company was established in 1989. To this day, we still use first-class peanuts, first-class garlic, and first-class red oil. These are condiments, and condiments must be delicious. Consumer tastes are still very tricky. of.
stores now also implement 15-second data updates, which can be reflected on any product, even a chicken foot. Ziyan's scale was not achieved through chain franchising. It doesn't matter whether it is a chain or not. To this day, do you think Huawei and Apple are chain companies? They only think that the quality is very good. It doesn't matter where you buy it. The quality of the product is better than any other business model. Over the years, Ziyan has always been working hard on products. In short, quality determines the result.
In the past few years, we have a profound understanding that what we really need to do is to truly connect the entire supply chain system, information system, financial system, and human resources system.
N Duo Sushi founder Dong Yuyou:
N Duo Sushi was born from a signature sushi, but to reduce sales from a signature sushi, it relied on set meals, product development and combination to slowly develop.
N Duo Sushi has truly made sushi as popular as eating steamed buns in China. In Jiangsu, Zhejiang, Henan, Hebei, Anhui, Shandong and even Xinjiang, affordable sushi with numerous sushi can basically be used as breakfast, dinner, or snack food.
N Multi-Sushi will take the next ten years, because it will take a long time to develop from 0-1. In the next ten years, we will think about the new retail layout of sushi. The first step is to roll out Nduo Sushi to more stores across the country; the second step is to launch Nduo Sushi in some areas of Jiangsu next year to try out unmanned delivery stores that can deliver Nduo Sushi freshly to communities. Now, everything from factory planning to smart store planning is centered around this.
It took us ten years to learn how to make a good sushi, and we want to make a good sushi brand in a hundred years. This is an extension of our mission and vision.
Wu Jianmin, Brand Operations Officer of Zhou Mapo:
Zhou Mapo is an enterprise with family culture as its business philosophy. Our founder, Zhou Hongxia, is from Pucheng, Fujian. Because Pucheng is the junction of three provinces, celebrities from all over the ages gather here and the restaurant culture is strong. Zhou Mapo was founded in Fuzhou, Fujian, specializing in home-cooked dishes. All Chinese delicacies originate from home-cooked dishes. We refine these dishes and return them to the dining table. There is a saying in our Mapo family that the food at home is good and authentic.
Zhou Mapo also has two super symbols, which were refined after the brand upgrade in 2018. de means sincerity. When we talk about cooking with heart, we will inevitably create delicious dishes; there is also chao, which means firepower. We talk about firepower. If it's full, it's the same on the outside and inside, if it's not heated enough, it's half-cooked, if it's heated enough, it's burnt.
In terms of core values, Zhou Mapo regards employees as relatives, customers as family members, and shareholders as brothers. Only by adhering to this original intention can we create a better future together. We must join forces to affirm ourselves and at the same time better accept visitors from all directions.
Back to the purpose, cooking is like being a human being, and being a human being is like cooking.
Qiu Shangzhen, Chairman of Linjia Catering Investment Co., Ltd.:
In the new era, the first consideration for catering is positioning. The middle and low in the new era mainly depends on culture, so my new understanding of positioning is that the gross profit is above 75%. High-end and mid-range products have gross profit margins of 60-65%, and low-end products have gross profits below 60%. There is no concept of whether medium, low or high is good or bad, just rethinking it.
redefines medium, high and low. Chinese food will also mention a concept called standardization. Indeed, standardization is a very big problem for Chinese food.
html Things have changed in one day. Our colleagues in the catering industry have to spend a lot of energy on improving their cultural accomplishments so that they can understand customers better and understand the pulse of this era. Only then can every decision be inspired and empowered. Hit the customer's softest part directly.Linjia does not have many means. Some of the work we have done in the past few years has been to use an upward and kind culture to have good dialogues with customers.
5. 2019 China Social E-commerce Innovation and Development Forum
Pan Yuxin, founding partner of Langran Capital:
Social e-commerce sells things online based on social relationships between people. What are the people, goods and places in social e-commerce? In terms of people, people are both users and communicators. In terms of goods, based on the decentralized communication network of individual users, it provides extensive development space for long-tail goods. From a market perspective, the third one is no longer based on active search but based on discovery. This discovery is based on social relationships to influence users, promote purchases, and improve conversion rates. In terms of
value, we need to understand these three laws: Sarnoff's law, Metcalfe's law and Reed's law. Whether it is products or content, all parties must cooperate with each other in a beneficial manner. Otherwise, the promoters will be highly motivated and the recipients will be passive, and the group will be very ineffective. The goal of user fission is to allow more users to come in. It needs someone to operate it and media to spread it. The fission method is also constantly updated.
The first thing about social e-commerce is that people need each other, and everyone is the protagonist. This is what I think is the core of people-centeredness. If this model is done well, social e-commerce can develop even better in the next step.
Fang Miao, Chairman of Aikeduo:
Aikeduo now adopts direct-operated stores, and community e-commerce companies mainly focus on our stores. Only when our system is very smooth will we be able to expand externally. The
community is a concept, and this is definitely not a WeChat group. Aikeduo has been a community e-commerce company for six years. It used to be a home-delivery model. You place an order in Aikeduo's online mall and we will deliver it to your home within 45 minutes. In the past six years, we will give you a free one-on-one order. I have never made any money. If any brick-and-mortar store owner wants to try it, I advise you not to try it. This way will not work.
used to think that when we started a group, we would only steal our offline members online. Later, we figured out that it was all divided between online and offline by our own company.New retail does not distinguish between real and virtual, and does not distinguish between online and offline. It is integrated into one. First of all, we need to get this idea through.
Now when we open a store, we basically build a group first, then decorate it, and then open the store. In this way, we open a group. Through the data in the group, we analyze how it is, how the sales of these groups are compared with other stores, and how the unit price per customer is. , we will connect with some users and interact with them again, which will give us one more choice than before when choosing a location for opening a physical store.
Chen Linan, Vice President of Xiugou: Why should
become a social platform? It is because we cannot satisfy all agents and consumers in the development process. Micro-business is a single channel. How do communities and group owners consume? I feel that the community cannot carry a lot of diversified things, information will be blocked, many people’s energy is limited, and there may be only one or two group products in a day.
We regard social e-commerce as the direction of empowering industry upgrading, which empowers the upgrading of our micro-business channels. Micro-business channels can tell people how to make more money, and social channels become life scenes, allowing them to consume more cheaply. . In addition, being selected through our company and the selection of all partners can make them feel more assured and at ease.
I believe that the most important thinking in the platform is the idea of explosive products. If you have a good product, I believe everyone will have demand for it. How to get through this pain point is crucial. Good products bring their own traffic, and having a good model can help you attract new users, making it easy to attract fans. A good platform must have a good model and good products. Good products can enhance brand power, and good products can give your platform and products a high premium. When you combine everything, you can drive sales and popularity.
Liu Lianhui, founder of the JD Community Group Buying Alliance:
Community group buying was regarded as a new retail channel when it first appeared, and it was favored by capital as soon as it appeared. Compared with offline e-commerce, the cost of displaying their products is relatively low. When we build an offline store, we need to have a store and shelves. But for community group buying, you may find a group leader to create a group and you can share in it. Their display cost is the same as that of e-commerce, and e-commerce may just have an icon. You can go in and browse.
also has logistics costs, which are very similar to the offline model. It is allocated to the team leader, and through on-site delivery and self-pickup, it is cheaper than traditional e-commerce. Because traditional e-commerce is one-click drop-shipping, community group buying has a huge advantage in this area.
Another one is the channel residence time, which is the billing period or product sales. It is shorter than offline. When it first appeared, it took one week to collect payment, but if the market is not good, it can only take two weeks. Community group buying is no worse than traditional e-commerce. You can receive the goods the next day, which is much faster than traditional third-party express delivery. This is its advantage.
There are many second-, third- and fourth-tier brands within JD.com. These brands have lost the opportunity to compete with some international brands on the traditional track, so they are very interested in new retail channels. They need to overtake in such channels. As long as If front-end traffic can be gathered to complete co-construction, and there is a sense of co-construction, such brands can be organized to circulate in this channel.
At present, we have united ten brands during Double Eleven and strive to achieve a million-level community group buying among these ten brands, giving confidence to the industry.
VI. 2019 China Store Design and Presentation Innovation and Development Forum
Fuyang Hualian Group General Manager Fan Xiaoli:
html In 123 years, Fuyang Hualian has gathered 80% of middle-aged and elderly customers, which determines that we have to enter the market. price war. Price war is actually something I want to avoid when running a business. If we do not change our original business philosophy, we will inevitably not be able to escape the price war. Because the demand of middle-aged and elderly customers for daily necessities is restrictive, if things continue like this, the product structure will become the biggest waste and obstacle.I have always believed in recruiting young and middle-aged people as the main force, but for a chain company like Fuyang Hualian, the overall risk is too great to directly wash away middle-aged and elderly customers. How to attract and attract new young and middle-aged customers while ensuring the original customer base? Dual-brand operations emerged as the times require.
The operation and appeal of our new brand are mainly to attract young and middle-aged people, which requires new design, new image, new brand, and new operating model. As for the concept of business transformation, design is the first element, and more support is needed behind these development transformations. Design is not just design, it brings more long-term meaning than seeing the design itself.
Song Mei, founder of Mo Nong Design:
The most important thing in new retail is speed: creating the most stores with the fastest speed, the best quality, and the lowest cost. Because we have six major services, we can complete the project as quickly as possible. Because we are a full-industry chain manufacturer, we can save a lot of time in the entire process. Our goal is to save time, cost, and materials, and ultimately achieve a state of saving links and worry.
Back to smart retail. I think that in 2018, driven by capital, many companies built a framework for retail through models + techniques. New retail has cooled down a bit in 2019, and the long-term development of new retail may need to be driven by operations.
So how can design help each enterprise reduce costs and increase efficiency from an operational perspective? Integrating intelligent design can achieve energy-saving effects. For example, for a China Resources supermarket of less than 20,000 square meters, we helped them conduct an overall energy-saving analysis in 2015. After one year of operation, the air-conditioning power saving was 2.892 million yuan, and the lighting saved 16 Ten thousand yuan, the substation construction cost was saved 600,000 yuan. The era of smart digital is the era of precision marketing and cost reduction. How to better apply intelligent design to merchant services is a key to cost reduction.
Yu Leiqi, Senior Director of JD7FRESH Business Planning Department:
Design companies should pay more attention to what kind of goods and services the customers they serve will actually provide, or go one step further and ask what kind of customers this retail merchant is. group? What are the user needs? These factors will determine what kind of product mix the merchant offers and what kind of business atmosphere they want to create. If these are not considered clearly, even if the design looks beautiful and is approved by Party A, it will ultimately fail to be approved by consumers.
Back to the original intention and essence of retail, what kind of consumer group do we face and what is the real consumption demand of this consumer group? If I can grasp this, I will adapt to its needs and make an effective design. This design can It fits the real needs, responds to the product and structure combination, and corresponds to the evaluation form and strategy. Based on this logic, if new market demand can be created at certain points, I think the proposal ability or sales ability of this design company will be Extremely powerful.
Lin Zhibing, Chairman of Zhaohong International Group:
’s latest product brand is a beef noodle. Why should we wear good-looking clothes, create a beautiful environment, be psychologically comfortable, not only taste good, but also look good. After the renovation, we also had to pay attention to the sense of culture, so we looked for a Qin porcelain braised beef noodle bowl. Create an atmosphere at the lowest cost, so that you can quickly expand stores at low cost.
The purpose of using the pharmacy concept to do this is to give consumers a sense of interactive participation. If you are homesick, you will eat stewed beef noodles. If you have difficulty choosing, you will eat Sanbao beef noodles. If you are a control freak, you will eat half-gluten and half-beef noodles. The business hours are written at the entrance, and written directly on the medical consultation form, "A Niu Shi, the champion condiment chef appointed by the Ministry of Gastrointestinal Welfare". You have to design to bring consumers into your life.
Our company focused on the franchise system in the early days, but now it mainly operates on the direct operation system. When I was working on the franchise system, I didn't change my thinking. What is a franchise? If a person doesn't know you, why should he give you his four to five million savings? Just like why a girl marries her husband, usually a woman will marry a boy. The most important thing is that the boy can make you feel at ease. But at work, we also want to make franchisees feel that I am the other half of your career. If you choose me, I must make you feel at ease.
Li Shuquan, founder and CEO of Yomico Community Mother and Baby:
We are dealing with a young customer group, and the store is just our carrier and the scene of service.We do not think that spending a lot of money to open a store in this era is essentially a waste, because it would be excessive not to use such good resources. What are the advantages of
store? First, it has large-channel supply chain management. Our goal is to open 3,000 single maternal and infant stores across the country; second, it has e-commerce operational efficiency, because each store has a front warehouse, and relying on the store can operate well. Member group; third, it has warm and professional service performance.
In the entire store, there are many franchise models in China. We feel that if a single brand is franchised and the small store does not have such operational capabilities, the business will actually not be easy. We think the best model is the store or yours, but I want to control the store, the goods, and my mind. Controlling the goods means that the supply chain is mine.
We will standardize the store and make all parts removable. The current renovated basic store is much simpler and neater than before, with a lot more goods, and the professionalism of the shopping guides has also improved. Overall, sales have increased 2.5 to 3 times compared to the original, so we feel that we can do more basic things now. This level of improvement will be more meaningful if we do it more deeply.
Source: Lianshang.com
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