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Our reporter Zhang Rui
The smoke of the new retail battlefield has never dissipated. Jingdong, Tencent, Suning and Sunac Group have invested 34 billion yuan in Wanda, adding a weight to the Pan-Tian Teng system in the balance against the Pan-Ali system. In the past 2017, the strategic cooperation and investment stocks between such Internet giants and entities have come one after another. The name of the “new retail first year†seems to be worthwhile.
Traditional retail
Online transformation
On the evening of January 30th, Gaoxin Retail released the announcement about personnel adjustment, which attracted the attention of the industry. How the Internet giant has revitalized physical retailers has always been the focus of the industry. And more than two months ago, Ali took the hands of Gaoxin Retail and officially completed the “receipt†of RT-Mart.
As the largest business-super-business in China, RT-Mart has long been optimistic about the online and offline integration trend of the retail industry. Therefore, in June 2013, it invested in the creation of the B2C e-commerce website “Fei Niu.com†as an important step in the online transformation. However, since its launch, Feiniu has been in a state of loss for three years.
In the view of Yuan Bin, the chief operating officer of RT-Mart New Retail, Ali is the largest e-commerce company on the Internet, with sufficient traffic and advanced technology. RT-Mart has supply chain, landing stores and a whole set of offline teams. The development prospects are very optimistic.
Yuan Bin told the reporter of China Enterprise News that “Fei Niu.com will assist Darunfa entity store to make new retail renovations, focusing on RT-Mart, and it can be located within one kilometer of the physical store within one kilometer.â€
This is not only related to Ali's new retail layout. As the curtain O2O brand created by Tmall and the powerful brand e-commerce, quality manufacturer and national physical store - Wanjia curtain products, since its establishment in October 2016, it has already owned 318 franchise stores and realized sales of 30 million yuan. .
Yang Wei, general manager of Zhejiang Jinhao Fabric Co., Ltd. and the founder of Wanjia curtain brand, said, “Customers choose the model and package products suitable for their own in Wanjia curtains. The local franchise stores contact customers for the first time. Customers can go to the store to experience, purchase, and see samples. The manufacturer is responsible for processing finished products, satisfying customers' various personalized customization requirements, franchise store installation and maintenance, and allowing customers to enjoy five-star measurement, design, production, distribution and installation. service."
Big data will become
The core assets of the retail industry
Cao Lei, director of the China E-Commerce Research Center, said that big data will play an increasingly irreplaceable role in the transformation of traditional retail industry. “In the past, data was only driven by the sales and marketing terminals. In the future, it will be driven to the commodity end, supply chain, warehousing and logistics, and the production side. In the past, goods and users were the core assets of retailers and e-commerce. In the era of big data, big data will become their core asset."
“After the transformation, the analysis and statistics of online big data can guide the accurate promotion in Tmall station, drive the media and multimedia marketing, and bring the continuous flow and orders to the offline franchise stores. Customers can understand and purchase through online. The nearest experience store under the line went to see the product in kind, accepted the service and experience of the offline experience store, and improved the transaction rate and conversion rate of the offline affiliate experience store.†Yang Wei told the reporter.
In fact, Alibaba's new retail strategy has always been committed to promoting the digital transformation of traditional business, Yuan Bin believes that in the transformation of traditional retail industry, the effect of big data drive will be very significant, "from Ali digital transformation of physical stores From the point of view, the entire data of future payments, membership, commodities, inventory, etc. can all be opened online and offline, and even the reconstruction of 'people, goods, and fields' can be achieved."
While the physical retail enterprises are developing online and actively transforming the Internet, the traditional e-commerce platforms have also launched offline business, sinking channels, and new retail has emerged.
In Yuan Bin's view, the success of the transformation of the traditional e-commerce platform mainly depends on two points: First, whether there is sufficient strength on the line; second, the concept, thinking mode of the offline entity, and even some data preparation and its own operation. Whether the management already has the conditions for transformation.
Yang Wei believes that even if the traditional e-commerce platform can combine online and offline, and has the advantage of big data, but the current offline professionalism and service experience can not keep up, need to acquire or participate in industry entities to enhance professional services and Experience, build and improve the logistics system can be regarded as a real new retail.
In fact, in recent years, there have been many cases of online and offline mutual shareholding and strategic cooperation in the industry. Cao Lei pointed out that the business model determines the core competitiveness and sustainability of retail enterprises. The new retail model can create a complete consumption closed loop and provide consumers with a better consumer experience. Compared with traditional e-commerce and physical stores, the competitive advantage is obvious. "New retail development continues, deep integration of online and offline, including integrated markets, professional markets, specialty stores, supermarkets, convenience stores, etc. will join the new retail industry, and new retail is expected to become the mainstream retail format in the future."
(Editor: Ren Gang HF008)
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