Idea Change & Convergence Make a Shopping Platform of the New Retail Network
Idea Change & Convergence Make a Shopping Platform of the New Retail Network
Currently, the idea “New Retail” is very similar to the once popular concept “O2O”. Both of them are based on the combination of online and offline channels; however, their kernels have been empowered with the meaning of update. At the early stage of the concept “O2O”, what it talked about is “subversion” while the idea “New Retail” advocates “Convergence”.
In 2017, Tmall’s turnover exceeded 168.2 billion CNY during the whole day on Nov. 11th, increasing by 39% compared with that gained on the same day in 2016; Alipay accomplished a total of 1.48 billion sums of transaction with an increase of 41% year-on-year; and the number of Tmall’s logistics orders reached 812 million, covering 225 countries and regions across the world. During that period, such a series of amazing numbers caused everyone’s tides of excitement to rise up and up continuously, leaving a much deeper impression that the new retail’s real energy burst out.
Consumption upgrade plus technology and Internet transformation marks the era of new retail, which rendered consumer experience improved holistically. While e-commerce and logistics simultaneously extended their respective tentacles to the non first-tier or second-tier areas, the traditional retailers in the first-tier and second-tier cities joined the main force of “New Retail”; thus, the long-forgotten offline retail market was activated once again. In the past year, both the e-commerce platforms and the traditional retailers carried out large-scale action for exploring the path ahead. In the process, the “new species” such as the self-service convenience stores entered into everyone’s field of view. Although the emerging models vary, the core ideas that they hold are consistent with one another; that is to make better use of the online strengths in stats for optimizing the offline consumption scenes.
In the upsurge of new retail, the traditional businesses should exert their efforts in various channels to carry out self-transformation constantly and stop loss timely. On this point, “New Retail” cannot merely break through the previous sales combination based on category and format but create lively yet fresh scenes to guide consumers to shopping. At present, the attention to the traditional businesses’ transformation has elevated in the whole society. It is not difficult to see that this type of businesses will be the backbone of the future “new retail”. For the moment, the overall form of China’s retail industry is still in a relatively unshaped and extensive phase of development; therefore, no matter which aspect in management and refinement is strengthened, there will be a lot of room for growth created.
Different from the traditional retailers, the development of the new retail online shopping platform relies much more on the idea changes by ways of using mobile Internet tools to achieve transformation and upgrade on clients maintenance, inventory and shopping guidance as well as generate the increase of magnitude. This further explains the convergence is actually the future trend.
In general, the arrival of the “new retail” era is the fruit out of the long-term accumulation determined by the business nature. The combination of online and offline channels, big data and modern logistics can truly create new retail. In the era, consumers have become the real protagonists; thus, the entire upgrade on the shopping experience for consumers at the full-link platform characterized with people, goods and logistics should be achieved.
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