In 2023, compared with 2022, consumers perceive the advantages of new channels in terms of convenience (52.54% → 57.20%) more deeply; satisfaction with new channels in terms of multi-platform analog convenience (56.08% → 52.33%), promotional activities (49.21% → 44.03%), and precision in demand fulfillment (23.23% → 19.19%) has declined; satisfaction with home delivery service and value for money has not changed much. decreased; satisfaction in terms of home delivery service and value for money did not change much. The advantages of new channels in terms of price are still not established, and the advantages of new channels in terms of accurate marketing have not been highlighted, and there are problems such as over-reliance on intelligent recommendations and lack of understanding of real needs.
According to retail fair, experience is still an important treasure of traditional channels, convenience is the key to victory of new channels, after-sales service is a common pain point of new and old channels, and the protection of user privacy and business integrity of new channels is still an important aspect of consumer concern.
Three kinds of thinking logic to deal with "both wants and needs" consumption tendency
Although the fish and the bear's paw can not be both, but since consumers have such a tendency to consume, if not to adapt, will inevitably lose customers.
An article analyzed that: the current trend of "consumer left", that is, in the "horizontal for the price, vertical for the quality" of the coordinates, the economy is expected to reduce the consumer demand for quality remains unchanged, the price is lower. Thus, the coordinate system of consumer demand will naturally shift to the left.
(1) The logic of following closely: if you cut prices, I will also cut prices. If productivity is not improved, the result may be to eliminate both inefficient enterprises and high-quality enterprises, and to drive out the good money from the bad. These years, the retail industry has been following the trend mostly miserably, new retail, unmanned stores, community group purchases, membership stores, discount stores and so on. In fact, China's retail has always been moving forward in following the wind, but the past following the wind is not as miserable as now. Why?
First, the past market is not yet saturated, followers and pioneers have business to do. Nowadays, the market saturation and serious customer diversion, and investment costs and operating costs are getting higher and higher, if the followers do not have strong economic strength or capital support, fast into the fast death.
According to retail fair, the past followers know how to adapt to local conditions, and live within their means. As long as the general direction, small and large enterprises can follow the trend, large enterprises to do the market, do the brand, to become a franchisee, small enterprises to do stores, do the operation, to become a franchisee. In the past, the family members at most dreamed of becoming the industry leader, nowadays the family members not only want to be the industry leader, but also want to become a cross-industry leader, not only want to earn the money of the commodity market, but also want to earn the money of the capital market, the real estate market, are injured in the "dream" on.
Follow or follow the wind itself is not wrong, do business is to keep pace with the times. Wind is the form, force is the original, not self-conscience, will be a chicken feather. Doing business with the same, we must be aware of the limitations of the enterprise and their own.
(2) the logic of cost reduction: in the external environment is not conducive to the development of enterprises, step on the gas pedal is very easy to turn the car, so many companies will naturally choose to brake. Reduce investment projects, reduce operating costs, and call for a "hard life". The advantage of doing so is: short-term statement improved, may also survive the "death cycle", get reborn, but due to "cost reduction led", the enterprise will seriously lack of strength, the result is: quick death into slow death.
(3) Commodity Logic: Most retailers are now facing problems that they already encountered 20 years ago. Such as declining sales, lower gross margins, slower turnover of goods, larger inventories, increased wear and tear, reduced operational efficiency and so on. If these basic retail problems fail to have a fundamental crack, follow the wind can not follow, reduce costs, the key is the commodity force can not match the consumer demand and market competition. Of course, the foundation is still the organizational force, external is the marketing force, the driving force is the innovation force, the core is the perception force. Let the commodity less, the price is lower, popularity is higher, the single product is bigger, the loss is less, the cost is lower, the efficiency is higher, you can establish a virtuous cycle.
Source:联商网