Abstract During the “3·15†period this year, reports on issues such as “false propaganda†and “quality is difficult to identify†appeared on the Internet shopping.
During the “3·15†period this year, reports on issues such as “false propaganda†and “quality is difficult to identify†in online shopping have emerged, and many e-commerce platforms have been pushed to the “tipsâ€. According to the reporter's research, in order to reduce consumers' distrust of online shopping and enhance the consumer experience, since 2017, Suning, Ali and other industry giants have accelerated the "new retail" model of online and offline integration. According to industry experts, the core of “new retail†is the effective combination of online and offline, using Internet technology to transform existing retail entities and achieve zero-inventory omni-channel inventory. The frequent cooperation between online giants and offline entities is expected to lead the industry change and achieve omni-channel integration, which essentially changes the limitations of a single retail channel, so as to better meet the differentiated needs of consumers and bring more development opportunities to the industry. . However, the effect of omni-channel integration is still not up to expectations, and the macroeconomic downturn has led to a sluggish consumption. The future of the "new retail" road, how to change, still need to pay attention.
Consumption upgrades new retail is coming out
The latest statistics show that consumption has become the first driving force for China's economic growth for three consecutive years. In 2016, its contribution to GDP growth was as high as 64.6%. The rapid growth of consumption and the rapid spread of Internet technology have greatly promoted the development of China's e-commerce platform. The sales performance of large-scale e-commerce platforms such as Ali and JD.com has been refreshed year after year.
However, as many “online shopping families†began to slowly shift to “inline and offline†converged consumption, the rapidly growing ceiling of e-commerce sales is approaching. "In the past two years, we have seen that some Internet and brand categories are struggling. The important point behind this is that the entire Chinese social consumption is coming, quality experience and brand consumption are gradually becoming mainstream, and low quality and low price are difficult. To meet user expectations, it is even more difficult to obtain lasting brand value-added, and even form low-end and low-cost brand awareness in the minds of consumers.†Zhang Jindong, chairman of Suning Group, said.
Therefore, the PC-led pure e-commerce golden decade has ended. Any single online channel or single offline channel can not meet the personalized and scenario shopping needs of users anytime and anywhere, and can not meet the supplier product display. The need for differentiated positioning and precision marketing. Every product, every user group, every market needs to have a different channel to correspond to it.
“The spring of O2O integration and scene sales has arrived.†Zhang Jindong believes that the consumption upgrade will be further deepened in 2017, and the Chinese retail industry will usher in a new starting point. Ye Yongming, chairman of Bailian Group, also publicly stated recently that "the retail industry is shifting from price-based consumption to value-based consumption, experiential consumption, and personalized consumption, and enters a new era."
Since 2014, Zhang Jindong has appealed to the two conferences for four consecutive times to accelerate the integration of online and offline channels for the retail industry. The “new retail†model of online and offline integration has gradually become an industry consensus. The “New Retail†model of online and offline integration has officially risen to the national strategy.
E-commerce giants have accelerated online and offline integration
In order to better meet the increasing consumer demand of consumers, as early as 2014, Alibaba Group invested RMB 5.37 billion in the traditional commercial retail enterprise Intime Department Store Group. In October last year, Ma Yun even gave up the term "e-commerce" at the Ali Yunqi Conference, throwing a new theory of "the next 10 years and 20 years, no e-commerce, only new retail", and soon Put into practice.
On February 20th, Alibaba Group reached a strategic cooperation with Bailian Group, a large retail company in Shanghai. The two parties announced that they will cooperate in all aspects of six major fields, including big data and Internet technologies, in the integration of innovation, new retail technology research and development, efficient supply chain integration, membership system intercommunication, payment financial interconnection, and logistics system coordination. Ma Yun also regards this “joining†as an online and offline, technology and entity, current and future cooperation to accelerate the creation of a new retail economy.
In 2015, Jingdong Group invested RMB 4.3 billion in Yonghui Supermarket and cooperated with Wal-Mart. In August 2016, Alibaba Group and Suning Group also announced a strategic partnership with two representative companies online and offline.
Both the e-commerce platform and the physical retail industry seem to realize that the two sides are not one-or-one relations, but should learn from each other's strengths and integration. Many industry experts also believe that the e-commerce economy will be integrated with offline retail, modern logistics, manufacturing and other industries to evolve into a more "new retail".
At the 3C Global Summit of Home Appliances held recently, Zhang Jindong said that Suning has been implementing its own retail reform since 2009. It has always insisted that retail does not have online and offline points. The Internet is only a tool and a means, and ultimately it will be like sunshine and Water has become the industry standard, and online and offline integration is the trend of the times. Just announced the Suning Group's 2016 financial report shows that its online business grew by 60.14% last year, chain store efficiency increased by 19.49%, and the online and offline dual-channel synergy became more prominent.
Urgent need for high quality service and data sharing
However, some industry insiders believe that the new retail is still at the concept stage, and some people even think that it is “new bottled old wineâ€, how to improve the physical store service and how to satisfy the personalized consumer demand. These problems still need to be explored.
First, retail stores should further enrich consumer spending and improve service quality. 2017 is the first year of China's consumption upgrade, and it will also be the year of quality consumption. Users will be more concerned with the experience and perception of the scene when shopping. The more innovative the category, the higher the end of the product, the more you need to enhance the user's perception of the brand through a rich experience.
“In 2017, we will build China's largest 'quality life experience base' in the core business district of first- and second-tier cities, helping suppliers to enhance their brand image.†Zhang Jindong said that Suning will accelerate the creation of China's largest kitchen and bathroom experience base and photography. Experience base, as well as 100 central air-conditioner (full house purification) super exhibition hall, 150 or more two net (empty net, clean water) experience area, allowing consumers to feel the high-end experience brought by quality goods when shopping.
Secondly, in order to better meet the needs of users and reduce the losses caused by misjudgment, retailers should break the traditional “production-sales†upstream and downstream relay mode with suppliers and explore more kinds of cooperation. Through big data analysis, the user's consumption behavior habits are tapped, and the quality goods that meet the user's needs are reversely customized to achieve accurate direct sales and fast sales.
In this regard, Zhang Jindong suggested speeding up the establishment of a government-led, market-oriented data-wide lifecycle management top-level design, guiding the entire society to achieve open data sharing. The government should standardize the collection, processing, circulation and application of data from the system level to ensure the integrity, authenticity and accuracy of the data. Through the formulation of standards and norms, the efficiency of data utilization in the whole society can be improved, so that enterprises can better Use data to serve the public.
In summary, the new retail requires more accurate and scenario-based experiential services, which requires retail companies and product suppliers to cooperate to use Big Data to understand consumers, meet and guide consumer demand. It is not easy to really do this. In this regard, Alibaba Group CEO Zhang Yong once said, "The challenge is inevitable, but overall, there are more opportunities, and new retail will definitely bring a new turn for China's retail development."
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