What is the concept of "new retail" and how can enterprises do a good job in the retail industry in the new era?

20 16 first put forward the concept of "new retail". At that time, several domestic business giants Lei Jun, Liu and Ma Yun also mentioned the concept of new retail. In fact, the new retail is a change in the traditional retail market triggered by the Internet traffic era. First, the concept of "new retail" I believe everyone knows that the traditional market has undergone earth-shaking changes in the past decade driven by Internet traffic. On the one hand, online consumption is prevalent, on the other hand, the offline real economy is bleak. Many physical store operators hate e-commerce very much and think that e-commerce has taken away business. But in fact, according to the data released on 20 17, among the total retail sales of social consumer goods in China, e-commerce only accounts for 10-20%, which means that a considerable part of the sales are still completed by the real economy. After seeing the dividend of internet traffic, entrepreneurs and investors have marched in succession, and the continuous participation of new competitors has made the e-commerce industry more and more difficult. In order to solve this crisis, the next e-commerce goal of the Internet is to still occupy 80-90% of the traditional retail market. The concept of "new retail" is the concept of Internet e-commerce+retail. Second, how do enterprises do "new retail"? 1, online+offline omni-channel construction In order to make great strides on the road of new retail, the basic standard is to do a good job in "online+offline omni-channel" construction, that is, to open up online and offline channels for goods, services and members. For example, consumers can choose "in-store self-collection" through online shopping, which can not only enjoy the convenience of online consumption, but also experience the services of offline physical stores; As long as users buy members, the members of online flagship stores and offline stores are universal. 2. In the era of data sharing Internet, no enterprise does not do data analysis, and big data can provide a foundation for precision marketing. In addition, the future business development is inseparable from data, and the digitalization of enterprises and stores is imperative. Digitalization is based on data exchange and * * * sharing, which is helpful for accurate marketing, decision-making and management of enterprises and greatly improves the efficiency of all aspects, such as Prada's RFID technology and Zara's big data rapid response system. 3. Improve the "user thinking" The most reliable way for enterprises to gain a foothold in the market is to make products well and improve the user experience, so that users are both buyers and spokespersons of products. It is also necessary to optimize the service experience that matches the product and satisfy the consumer psychology. To do a good job in new retail in the new era, enterprises should constantly explore "new" things and integrate them into corporate marketing, such as big data, AR experience, multi-payment and other new technologies.