Text | Sailor Brother, FanRuan Data Application Research Institute
This article comes from: Knowing the column " FanRuan Data Application Research Institute " - data dry goods & information center
What is new retail?
At the Alibaba Yunqi Conference in October 2016, Jack Ma first proposed the concept of "new retail" in his speech. However, "new retail" only stays at the stage of reading the text, and no one can give an accurate definition and explanation. Whether it is media people or industry experts, they all interpret and play by themselves.
The hole dug by Jack Ma was finally filled by Ali Research Institute in March this year. Ali Research Institute officially released the "New Retail Research Report", which systematically interprets the concept and methodology of new retail. Yang Jian, deputy dean of Ali Research Institute, said that the core of new retail is to reconstruct and generate new business formats, not simply the addition of existing retail scenarios and formats.
The report pointed out that "new retail is a data-driven pan-retail form centered on consumer experience", and the core value is to maximize the operational efficiency of the circulation retail industry in the whole society. The report also concludes that new retail has three major characteristics: one is the heart-based, consumer experience-centered, and the reconstruction of the people and goods market; the second is the dual nature of retail, which is completely data-based; the third is the explosion of retail species, which has spawned more service forms .
The difference between new retail and traditional retail
Ali Research Institute described the new retail scene from 2017 to 2020: digitization of commercial elements, reconstruction of people and goods yard, endogenous retail form, generation of new retail species, C2B production, etc., and believes that the vision of 2046 will achieve "any time, any space, any subject, any content". From these descriptions, we can summarize the essential differences between new retail and traditional retail: dataization, de-intermediation, personalization, and full-scene.
1. Dataization
In the new retail format, the three elements of "people and goods yard" will be completely digitized. For example, traditional brick-and-mortar retailers cannot effectively collect and monitor consumer behavior, and users are mostly anonymous. For example, a loyal user has made 1,000 point purchases, and the retailer does not know who he is, and even cares about who he is. Who. For retailers that carry out e-commerce business at the same time, their online and offline data are usually separated, which also causes a serious lack of consumption behavior data of most customers, not to mention the construction of user portraits.
2. De-intermediation
From the factory to the users in the traditional retail industry, there are many links between wholesale, distribution, and logistics, which increase the cost a lot. Therefore, the B2C model will become the mainstream model in the future, and it is also a normal state of new retail. . At the same time, in the development process of traditional retail industry, it will not be sustainable to make high profits by means of commercial real estate rent and joint deductions. Ultimately, the profits of the retail industry will return to the value-added of goods and services, rather than the profit of poor information. .
3. Personalization
With the introduction of new retail, red-collar suits have quickly become the focus of the market because they are a typical case of personalized customization. The traditional retail industry is generally mass-produced, so it is impossible or difficult to identify the changing and diverse needs of consumers, and their pace is always half a beat slower than the market. This is no longer the case with new retail. In order to create personalization, they must pay attention to the market, pay attention to consumer needs, and adjust product strategies in a timely manner.
Fourth, the whole scene
Under the new retail model, consumption scenarios are ubiquitous, and digital technology is applied to realize the deep integration of physical and virtual, and the people, goods and fields of traditional retail are maximized in space and time dimensions, and consumers are no longer affected by regions, time periods, The storefront is limited, the content of the goods is not limited by the form, type and quantity, and the consumer experience and the form of product delivery are not limited by the physical form.
What should traditional retailers do?
Standing in the dual air of the Internet + and big data era , what should traditional retailers do? Ali Research Institute has given the knowledge framework of new retail, as shown in the figure below, which is divided into three parts: backstage, middle stage, and frontstage. The backstage is the infrastructure, including hardware and software systems, providing technology for the operation of the middle stage and the front-end service. support. Zhongtai emphasizes operation management, how to track market dynamics, determine production strategies, refine marketing strategies, and how to optimize the circulation chain and pay attention to business operations. The front desk emphasizes what users feel and how to allow consumers to experience high-quality services and experiences.
To realize the transformation from the traditional model to the new retail model, the key is big data. Traditional retailers need to transform from the original to commodity-driven sales to data-driven sales, regard data as an important asset of the enterprise and use it, in the process of de-intermediation, Personalization and identification of users are supported by big data.
1. Be determined
New retail is a beautiful vision, or the general trend, but it is not applicable to every company. It is absolutely not possible to do new retail for the sake of new retail. After all, the business model is only for better profits and serves enterprises. Jack Ma proposed new retail. It is also in order to give the majority of retail enterprises a way out for further development. Therefore, enterprises must be determined and dare to choose, such as the B2C model.
2. Have a systematic thinking
To have a systematic thinking, the essence is to decompose the strategic goals around the corporate strategy, determine the key affairs, and then implement the system by goals and strategies. CIOs must recognize what the enterprise needs to do, whether they want to be a trusted operator, a change driver, or a business co-creator. For example, if you want to track multi-channel customers, the systematic approach is to organize and summarize all contact points between customers and enterprises. In the process of establishing a unified customer view, you also need to pay attention to starting from high-priority customers or customer groups Do customer wake-up and product recommendation.
Three, to draw more nutrients from the industry
新零售是一种形态，还未成型，大家都在摸着石头试探水深，还没有几家过河的企业。笔者接触过不少零售企业，他们对新零售的概念甚至都不统一，更不用讲如何晋级了。幸好现在是知识共享时代，多听，多看，多学，多从业内汲取养分十分重要，5月18日有一场“2017年中国零售行业IT价值峰会”，大家可以参加，或许别人不经意的几句话，或者几页PPT展示，就能带来你无穷的灵感。
四、尽快行动
数据是资产，早收集早受益。消费者数据是数据的核心，零售企业应该尽早构建围绕消费者的数据采集和分析系统，无论线上电商还是线下实体，数据化运营永远都是真理。获取数据时，要应用系统化思维，做到有舍有得，充分应用二八理论，可以设计流程和埋点，可以购买第三方数据如淘宝数据。而建设分析系统时，指标和分析维度是关键，一般指标包含用户画像指标、流量指标、交易指标、商品指标等。