Are the bosses who are still doing traditional entities particularly big. Mother and baby shops, snacks, clothes, fresh fruit industry, and beauty salons.
Because labor costs and rents are getting higher and higher. Damn it!
In addition, it's not easy to be a traditional e-commerce. The traffic is becoming more and more expensive, and the cost of getting customers is too high. Logistics cost is not a fuel-saving lamp. Who cares about you if you don't pack mail!
To tell you the truth, I bought a $1 rack in pinduoduo yesterday and included mail!
In this market situation, some bosses do well.
? Jingdong and Alibaba's community stores are still in layout.
? Box horse fresh into the accelerated expansion, and more open.
? Suning store opens 6000 stores a year, covering more than 35000 communities.
? Yintai department store opened the world's first open Internet department store.
? Xiaomi's Xiaomi products are being vigorously promoted.
? Pinduoduo and Yunji are listed, and social e-commerce is blooming everywhere.
Why can they succeed?
1. The first element of people and freight yard
Great changes have taken place in the retail market in the past two years. One is the emergence of many new formats and species, and the other is the great change in the attitude of the whole physical retail industry towards Internet technology. Online and offline integration, Omni channel and reconstruction of people and goods yard are becoming the consensus of China's retail industry innovation.
However, there are also many retail enterprises that do not understand the relationship between "people and freight yards", blindly follow the trend of giants and talk about reconstruction and subversion, but disrupt the rhythm of their obligations. Some enterprises seem to be "living well", but they are very anxious because they are not clear about the direction of the future.
Recently, I've always heard many people talking about the old three things of people goods yard - people goods yard is very important, people goods yard must be combined, and the in-depth interaction between people and goods yard is the future. But why is it important? Why combine? Why the future? How do you do it? No one gives a correct answer. Today, qibora has a chat with you.
The first element of human freight yard: people!
In the history of business, people, goods and market exist objectively at the same time and influence each other. Unfortunately, in the past, our marketing was limited by the development of technology and could not present the relationship between the three with real-time data. Many new needs of "people", "new trends of" goods "and the efficiency of" field "were not observed in time, and many business opportunities may slip away from the fingers.
Or, many times, we use "guess" to verify the present with small sample data that is already the past tense, and even speculate on the future demand trend. The deviation is self-evident. It has to be said that the past small data era has imprisoned our cognitive pattern of people goods field and made a joke about the time difference with us!
There are people in the market, there is desire; Where there is desire, there is demand; When there is demand, it gives birth to goods that can meet the demand; Having goods will inevitably lead to a field where people and goods can interact. Whether this field is the field of sales or the field of communication, the parasitic relationship between the three is inherent.
There are people in the market, there is desire; Where there is desire, there is demand; When there is demand, it gives birth to goods that can meet the demand; Having goods will inevitably lead to a field where people and goods can interact. Whether this field is the field of sales or the field of communication, the parasitic relationship between the three is inherent.
2. In the era of big data, where there are transactions, there are new retail. It is the reconstruction of people, goods and fields.
To put it bluntly, both traditional stores and traditional e-commerce should improve "human efficiency" and "Ping efficiency"!
How to break the floor efficiency limit? Let's first look at the flow part in the formula, that is, the "people" in the new retail "people freight yard":
Human efficiency = (flow) × Conversion rate × Customer unit price × Repurchase rate) / number of people
With the continuous development of the Internet, 5g, smart phone and mobile payment have been equipped, and netizens have been educated very mature. When the end penetration is not what we used to call offline stores, online and offline have been integrated with each other, and the boundary is no longer clear. This is a significant change.
Secondly, users' habit of touching the Internet has become fragmented, and the traffic has become more dispersed. The brand side affects users' mind and needs to be implemented in all aspects at all times. Why?
At present, users are planting grass anytime and anywhere, instead of clicking the payment to complete the closed loop of the sales "field". Therefore, when doing brand promotion, it is difficult to reach the whole network if they just stare at offline stores or select only one media for delivery.
On September 17, Nielsen released "uncover the high energy market: Nielsen China Urban FMCG retail big data report (2019)". The report shows that China's cities are developing rapidly and different cities are developing differently. Nielsen research found that China's FMCG market presents a serious phenomenon of two-level differentiation. The first 100 cities contribute 50% of the sales of FMCG, and the total sales volume of FMCG in the remaining 2086 cities is equivalent to that of the first 100 cities; 80% of Chinese mainland sales are coming from 50 city heads and 478 waist city.
In addition, cities with excellent performance have certain commonalities in modern scenes, convenient life, benign balance and active market, but they also have their own characteristics. According to Nielsen's report, compared with class a cities, class B cities in the top 50 cities perform better in four key characteristics: 1) better in urban utilization, with 56% in class B cities and 43% in class a cities; 2) 36% of mainstream youth accounted for 33% higher than that in class a cities; 3) Modern channel sales account for 78%, slightly higher than 76% in class a cities; 4) The per capita FMCG consumption index of class a cities is 19, while that of class B cities is 22.
Waist strength cities also show two characteristics: first, they are widely distributed, but the market potential can not be underestimated, contributing 40% of the national FMCG market sales and 37% of the national retail stores; Second, the population density is small, but the consumption power is high. The per capita FMCG consumption index is 22, higher than the head 20 and the tail 15.
At present, the pain point of market sinking is not the lack of decision logic or theoretical framework, but the lack of accurate information as decision support. Even the most experienced brand owners and retailers have to gamble when making sinking decisions in more than 2000 cities in China.
3. How to make goods better reach consumers
The biggest challenge in the reconstruction of people's and goods yards lies in how to make goods better reach consumers
In the current market competition, in terms of "goods", now the streets are full of goods“ There is no shortage of "market". Now the whole people are selling goods, including the circle of friends and wechat groups, but people are a great challenge.
The reason is that many good goods cannot be recognized by consumers, or even if many consumers have actual consumption scenarios, they do not know that there is such a brand or product that can solve my problem. Therefore, the connection between people and goods will be a great challenge in the reconstruction of people and goods yard in the future.
With the rapid development of the new retail industry, it is not a simple thing to reconstruct the human and freight yard. Only reform can have a way out. Compared with traditional e-commerce, social e-commerce develops faster and updates more frequently, not to mention that social e-commerce has unique advantages such as discovery purchase, decentralization and rich scenes. Users are both buyers and recommenders.
For example, in the past, it took more than ten years or even longer to cultivate a national deadly brand in traditional industries, but the change of social e-commerce has greatly accelerated this process. Nowadays, many start-up brands can become famous overnight through new media communication meetings such as live broadcasting and distribution. Online popular brands such as Xi tea and Naixue tea "become famous all over the world in a short time with the help of social marketing. Now the "ceiling" of traditional e-commerce development has been vaguely visible. For e-commerce brands, only by understanding "fickleness" can we better develop the brand. Reconstruction of people's freight yard? Change is the way out.
4. Case interpretation: the reconstruction of human and freight yard is to have a new experience
(1) UNIQLO: solid online and offline with the same price
If we want to say that in China, UNIQLO must be one of the best consumer brands combined online and offline. Even before the emergence of the concept of "new retail", UNIQLO has been practicing silently for a long time.
As we all know, UNIQLO has long realized the unification of online and offline products in terms of product style and price, which is the basic condition for online and offline integration.
At the same time, UNIQLO will make consumers feel that the physical store shopping experience is consistent with the e-commerce experience in a variety of ways. For example, online shopping provides the location and inventory of surrounding stores, and the coupon QR code of your app can also be used in physical stores. In offline stores, UNIQLO welcomes the action of "taking out the mobile phone to scan the code". When this model is out of stock in this store, users can check whether there are goods in other branches or tmall stores through their mobile phone and place orders immediately.
(2) Yintai department store: the first department store in the world that does not close
In 2018, in the face of the complex situation that the new retail of the department store industry is like the "transformation of the old city", Yintai department store redefined the "mall" around the "customer value" from the reconstruction of the people's and goods yard.
In the past, only when customers entered a shopping mall could they obtain brand and commodity information, which had huge information asymmetry. In the early stage of Yintai department store's consumption decision, customers can know what brands the store has through meow Street app? Is there a parking space? You can even have a comprehensive understanding of commodity discount information.
In the process of shopping, indoor counter navigation, shop search, interactive large screen selection, face brushing payment and electronic small ticket during payment can bring customers an efficient and beautiful shopping experience. For consumption, customers are free to choose the scene. Online shopping takes 7 days to pick up at the store, or offline shopping is delivered regularly and sent willfully. Yintai department store has built an online and offline integrated "consumption performance supply" link.
In short, there is no distinction between online and offline in the future, only between brand and experience. People centered, convenient shopping and comfortable shopping experience are the eternal pursuit of retailers.
