What is new retail? The new corresponds to the old, and the new retail corresponds to the traditional retail thinking of the past. New retail refers to enterprises connecting online and offline, achieving seamless integration and docking of online and offline scenarios, and continuously optimizing the user experience of consumers and meeting the various needs of consumers as the core goal.
1. Where is the "new" in new retail?
1. New thinking, new technology, new resources, new population, new services, new logistics, new business formats.
Under the guidance of these seven new ideas, new retail uses brand-new concepts, responds to new changes, produces new models, promotes the old and creates new ones.
2, the new consumer group
traditional retail industry is restricted by time and space, information chain, logistics chain is complicated, the information gap earned is high and profitable, and it is not enough to meet the individual needs of consumers, etc., these have become the constraints of the development of traditional retail industry the elements of.
Nowadays, post-90s and post-00s have become the main consumers. They are accustomed to online shopping, recognize online shopping, and pursue enjoyable consumption. Such consumption upgrades have spawned a huge buyer's market and provided excellent soil for new retail.
3, the new consumption scene
The inherent defects of traditional retail itself prevent them from adapting to new changes. Therefore, the inevitable trend of the replacement of the old and the new has become the driving force of the new retail.
Faced with the current form, pure online and pure offline are no longer feasible. Only to connect online and offline, so that online sales can have physical stores with user experience, and physical stores can connect online information and logistics. Such integration is the strong attraction for the development of new retail.
4, the development of new technology The development and application of new technology has laid a solid foundation for the strong development of new retail.
new retail is based on big data analysis and Alibaba Cloud platform.
fully collects, integrates, classifies, processes and processes historical consumption data that has occurred, current consumption data that is occurring, and future consumption data that may occur. , To capture the dynamic changes of people's consumption preferences,
, which provides manufacturers and sellers with a high probability of winning and high profit margins for their production and sales activities. In addition, the development of artificial intelligence, blockchain, smart interactive devices, etc. are also extremely important sectors in the new retail sandbox.
2. The concrete manifestation of new retail
1. Marketing diversification
marketing should be integrated online and offline in a multi-faceted and three-dimensional manner. The marketing idea of
new retail is: the goods are looking for people, that is, the goods are infinitely close to people, where the people are, the business is.
With the development of the mobile Internet in recent years, users have spent more and more time on the Internet.
At this time, we are trying to preempt user time, because preempting users means preempting traffic entrances.
Therefore, the focus of corporate marketing should also be changed, to continuously expand product coverage and optimize user experience by combining online marketing with offline experience.
2, retail digitalization
It is difficult for traditional physical store operations to collect customer consumption data, and e-commerce channels cannot obtain offline data.
However, in the era of new retail, it is not only necessary to collect online data from users, but also to collect offline data, so that user behavior data can be truly connected from independent information islands to achieve a qualitative change from point to surface.
can only generate a holographic portrait of the user by opening up the user's omni-channel data, and then can we clearly know how to better serve the user, do it with ease, and achieve the core goal of "improving user experience".
After seeing multi-party data analysis, the editor instantly thought that WeChat social networking is not only a way of life, it is driving a new form of online-based acceleration of online and offline integration, driving people to start businesses, and providing a way for everyone platform. This is an opportunity for the social new retail industry as well as an opportunity for physical entrepreneurs. Why is
an opportunity?
We all know that it is difficult to do offline entities now, difficult to retain and expand customers, fierce offline competition, high cost pressures such as rent and personnel leasing, and the Internet continues to impact consumers like online shopping, especially after the epidemic, business is even more so Difficulties are even harder. Do you have similar feelings about this?
Many entrepreneurs in traditional industries have seen the advantages of online and offline integration and are also seeking transformation and breakthroughs, but how do they turn? Not sure. They have been offline entities for many years, and they can talk about their pastRetail, at a loss. The social new retail that combines online and offline is based on social platforms such as WeChat. The transformation and development of WeChat is very beneficial to us.
Today, let’s talk about the steps to start with offline entity transformation to social new retail, and quickly find the right direction with the Herborist’s very sparse community store business model!
1. Sorting out the resources in your hand
First of all, the old saying is repeated, "The relationship between people, goods, and markets has changed, and people are the core element" has been said many times. You must keep it in mind.
Social New Retail is a shared retail model based on interpersonal relationships. It can expand its coverage online, acquire more users, and use intuitive data to understand who its customers are, where they come from, and what their preferences are, etc. , These are not available in the previous offline entities, and offline entities can make up for the lack of online experience and enhance the previous stickiness with users. The combination of online and offline is more conducive to future development. In this case, what
has to do is to organize the resources in his hands first and understand the future development direction. For example, it used to be a physical beauty salon store, and the surrounding customers are all high-end people with strong spending power and willing to spend for themselves, so they can choose to take the route of high-end products.
Different groups of people have differentiated choices. It is necessary to comprehensively consider the resources at hand and the development prospects of the current industry, and then do the preliminary work such as product selection and establishment of new brands. After you are done, you must activate the resources in your hands to let everyone know what you are doing now.
2. All-round propaganda and momentum
Only activating existing resources is not enough. To attract more entrepreneurs to join, we must do all-round propaganda and momentum. Some offline brick-and-mortar stores are only well-known among the surrounding people and cannot reach more people. Therefore, we need to publish relevant information about our brand, products and even the founders on the Internet to let more people know us.
In addition, you have to give the other party a reason to choose you. With so many brands on the market, why should you choose to join your team?
model mechanism, training system, assistance system, product advantages, daily activity intensity...These are all issues that entrepreneurs will consider. How does
empower traffic fission through social interaction?
1. Establish a "relationship chain" based on the community. The
community is based on the connection of people. Through the natural social and social attributes of human beings, offline socialization is made online and socialization becomes social. While being more efficient, it also makes corporate communications more efficient. If a new brand wants to use social power to seize the high ground of cognition and detonate public sentiment, it must connect through the community on the basis of the original channels, and realize the integration of user interaction in offline, community and cyberspace.
2. Inspiring "the desire to share" with benefits
The famous American sociologist Homans pointed out in the theory of social exchange: any interpersonal relationship is essentially exchanged through sharing, and the essence of sharing is benefit. Profit-driven fission is to guide fission through the exchange of interests. Summary of
is an era of information explosion. Human attention is severely fragmented. Therefore, our past traffic wars have actually become a competition for consumer attention.
has also become a new outlet for social e-commerce, which utilizes the social relationship between people. Everyone starts to transform from a consumer to a consumer. This is a trend, a trend that belongs to this era, and an unstoppable trend. .
How to make the second half of social new retail in 2020 depends on how to deeply integrate the social economy with new retail and create a new retail ecosystem around users to get a better consumer experience.
In addition, the arrival of 5G will further increase the speed at which mobile terminals can access the Internet. With the reduction of traffic tariffs and the popularity of national smart devices and high-speed networks, more and more people will become mobile Internet participants.
