Traditional retailers: What is the new retail opportunity?
New retail has sprung up, with three characteristics of user privatization, operational data, and marketing automation.
At this stage, the growth rate of the network economy has entered a stable period, which means that the entire industry has returned to an era of more competitive competitiveness. We hope that the network economy will continue to maintain rapid growth. The network economy also needs new impetus.
1. User privatization
In the era of retail transformation, is there a model of growth or a formula for growth? One is the size of the connection, how many users you connect. In addition, the strength of the connection, the strength of the connection is the strength of the user’s relationship with you, what is the measure? We proposed user privatization. The driving force for user growth comes from the improvement of big data operation capability, whether it comes from resources, or whether your shareholders have Tencent to guide you. This is the way we judge the new growth model.
After the new retail, what are the pain points for e-commerce and enterprises? We say that the pain of traditional retail is the problem of efficiency, human efficiency, sales orientation and inventory.
2. Operational dataization
Do you have data? Many people say that you can connect with us to the three channels and help us get through some numbers? Do you have first party data yourself? Do you have data on your interactions with users, content behaviors? Did you precipitate the data? Does your data play a value? The data itself has no value, and the real value comes only when the data is truly combined with the business scene.
Do you have an insight into the user’s needs, whether there is a prediction of the user’s purchase category, and the amount of purchase. Therefore, the core of operational data is to combine data with our business costs and decision costs.
3. Marketing intelligence
There are a lot of thousands of people in marketing intelligence. We have proposed thousands of cases, and each person realizes a marketing plan, which is impossible to achieve in traditional marketing programs.
Three core opportunities in the new retail phase
Deintermediate
2. Resource restructuring
Including the box store of the box horse, all are used together with resource reorganization. The balance between ownership and use rights, in the future of new retail, users are no longer concerned about ownership, will be more transfer to use rights. There is also a core position of value, because the interests are breaking, the chain is redistributed, and the value of your inside is centrally positioned.
3. New track opportunities
Here is the entire outbreak phase, we have to judge where your industry and products are, at what stage. There is a saying: fast half-step is born, slow two steps are dead. The whole new retail transformation has a long way to go. The real new retail is not to open an experience store online, or to open a store online. It is not the introduction of a robot in the store to install the camera, nor is it finished with an automated production machine. It is a transformation under a comprehensive system.
This includes the construction of an in-depth user insight system, the occupation of the brand system of the mind, and the product positioning of the longboard theory. Including explosion-driven product system, omni-channel full-contact channel system, NPS-based user management system, automatic marketing system, predictable supply chain and logistics system, customized flexible production system. This is the system to complete the new retail transformation.
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