The epidemic has not yet subsided, but a "new retail" transformation has come.
Before the epidemic, new retail was just an abstract "concept" for most companies, shopping malls, stores, and individuals. But after more than two months of the epidemic, "new retail" seems to have suddenly integrated into people's lives. From large enterprises to small stores, they have begun to expand sales channels through live broadcasts, group building and other methods to attract more customers.
online + offline, providing a comprehensive shopping experience, new retail is gradually forming a powerful and new trend.
The establishment and formation of online channels has made the company more excited
Zhejiang Nettler Leather Fashion Co., Ltd. has been engaged in the high-end fashion industry for many years and has many independent brands such as "NG", "Nn", and "Y'Min". However, recently, the reporter walked into the exhibition hall of Zhejiang Nettler Leather Fashion Co., Ltd. and saw a room of fashionable clothes, as well as posters of the 2020 Spring and Summer Ordering Party. Originally, these clothes should have appeared in buyers and flagship stores in Shanghai and Beijing, and even worn on celebrities, but now, they are hung lonely on the shelves.
"Originally, the order meeting was completed at this time, and if nothing unexpected happens, there will be a order of 5 million." Mao Qinhua, the head of the company's sales department, flirted with clothes on the shelves with great care and said that due to the impact of the epidemic, the order has been cancelled and there are no orders. What followed was the cancellation of various fashion launches and exhibitions, which had an immeasurable impact on clothing sales this season.
Sales are interrupted and clothing is backlogged. How to break through? The company's head Zhu Weiming made a choice, "Walking on multiple legs, I broke through the situation by relying on online sales." Fortunately, the company began to deploy online channels in September last year, not only specially registered company operations and promotion in Hangzhou, but also sold through various live broadcast platforms, but also developed a mall mini program to facilitate purchases by consumers everywhere. "The difficulties brought by the epidemic have accelerated the company's online layout." Zhu Weiming said that a while ago, the company began to cooperate with Tmall , and the "NG" Tmall flagship store will also be launched soon.
Although the newly deployed online sales channels cannot help companies get out of difficulties in a short period of time, Zhu Weiming believes that when the terminal is cultivated and concentrated in the second half of the year, he should be able to overcome the difficulties.
In Haining , there are many companies facing sales difficulties like Nettler. Through the combination of online and offline methods such as e-commerce and live broadcast platforms, everyone has become a tacit choice.
htmlOn March 11, in a live broadcast room on the third floor of Heli Building in the city, Zhejiang Kefan Clothing Co., Ltd. is conducting online live broadcast sales. Zhejiang Kefan Clothing Co., Ltd. is the exclusive agent of AC Milan in mainland China, responsible for the production and sales of all clothing products in mainland China. After the outbreak of the epidemic, the company's sales volume in its original channels dropped sharply.Company Operation Director Gu Jiaxiao said that the company conducted online sales through the anchors of Haining's local e-commerce platform "Four Season Show" to sell goods. In early March, 8 live broadcasts were broadcasted, with tens of thousands of pieces of goods and sales of more than 3 million yuan.
, deputy general manager of Zhejiang Sijixiu Clothing Co., Ltd., Liu Xiaoxiao, introduced that now there are more and more companies participating in live broadcasts, and the categories are becoming more and more abundant. "There are still more than a dozen companies that are connecting." Compared with sales, the establishment and formation of online channels are even more exciting for the company. "Because of this epidemic, we have accelerated the layout of online platforms, which may be disruptive for the future development of the company." Gu Jiaxiao said.
does live broadcasts and builds customer groups, and terminal merchants have more flexible online layout
Compared with enterprises, the one who feels the huge vitality of online sales is more deeply the terminal shopping malls and stores. Leather City , Intime, Hualian, Aegean, etc. have chosen to break the situation online, and the forms are more flexible and diverse.
htmlOn March 11, the first floor lobby of the Aegean Sea ushered in a special live video broadcast, which is only displayed but not sold.anchor is an "Internet celebrity" anchor with rich live broadcast experience invited by Aegean Sea from Haining Leather City. "The main purpose is to teach merchants how to do live broadcasts." Wang Han, head of the company's investment and operation department, introduced.
The epidemic caused the mall to be closed for nearly two months, causing great losses to merchants. In order to help merchants break through the difficulties, the mall began to test online sales. "On February 10, we established a community based on different business formats, and launched an online supermarket, and tried live sales." Wang Han introduced that although the current sales conversion rate is not high, this is a major trend in the future.
Shopping mall is taking action, and merchants are also taking action. "BH", a veteran women's clothing store that has been operating in Haining for more than ten years, took the lead in buying live broadcast equipment. It started broadcasting live through video live broadcast platforms such as Douyin in early March. The anchor is the clerk. "It has been live broadcasts for five or six times so far. Although the impact is not too great, this is a trend, and it is imperative to expand sales channels." said store manager Wu Xianghua.
is different from "BH" main live broadcast. The Aegean Sea Baolian Lantern Maternal and Child Store mainly operates a WeChat group. "We have now established 7 WeChat groups, with a total of more than 1,400 customers." Store manager Xu Rongyan introduced that because of these customers, the store's turnover has not decreased but increased during the epidemic. "The increase is more than 30%. Now that customers enter the store, we will ask him to scan the QR code to join the group first." Xu Rongyan said that the WeChat group can make the seller closer to consumers, and it is not just a shopping group. Everyone After getting familiar with me, I am just like my friends. "But WeChat groups must be operated to maintain activity."
Nowadays, "new retail" is no longer the "exclusive" of large enterprises and shopping malls. Even many street shops have begun to be laid out. In Wu Xianghua's words, "If you don't expand your sales channels, relying solely on physical stores, it is difficult to survive now."
Reporter's Notes:
Many people will ask, what is the difference between new retail and previous e-commerce? In fact, the most common "live broadcast economy" and "social economy" in new retail are responsible for many functions such as publishing trends, creating Internet celebrities, and socializing. Consumers not only get commodity transactions, but also enjoying information, chasing Internet celebrities, and making friends. New retail is a comprehensive consumer experience, so it also puts higher requirements on merchants.
An epidemic, "new retail" is no longer out of reach. The layout of "live streaming economy" and "social economy" is no longer just a stopgap measure during the epidemic, but also an important step to catch up with consumption trends and embrace consumption changes.
In the long run, with the continuous maturity and development of new technologies such as 5G and virtual reality, the value of "new retail" that connects online and offline will be more prominent, and it will even completely subvert the traditional sales model.
