The way out for traditional enterprise service providers

In the next 10 year, the most profitable business will be the entity, but this does not mean that all stores have the opportunity to counterattack. We must rearrange the four major layouts according to people's living habits, consumption decisions and the development and changes of science and technology.

1, open online and offline+three-dimensional marketing

2. Mode innovation+enhancing transaction value

3. Consulting sales+providing solutions.

4. Customization+User Capitalization

one

In the past two years, a large number of physical stores closed down, apparently related to the impact of e-commerce, but the fundamental problem is caused by changes in people's living habits and consumption patterns.

Now almost 80% of people's daily necessities will be consumed by emerging e-commerce platforms such as e-commerce and community group buying. Lying in bed, there will be a courier brother and products delivered home.

Therefore, if a physical store wants to survive in the future, it needs to change its business strategy according to the changes of people's lifestyles, transform the offline trading function into a drainage entrance and experience scene, and get through online to realize multi-channel sales and multi-scene marketing.

Just as Xiaomi Group has a new media that Xiaomi Mall meets people's online consumption and marketing, offline stores can meet people's experience and sales services, and can also be used as an entrance to get customers.

This online and offline integrated three-dimensional sales channel is not a special case of internet companies, including traditional enterprises such as Bosideng and Mingchuang, all of which are building private fields and online shopping malls in order to keep up with the times.

Among them, Bosideng harvested150,000 private domain users in seven months, and the sales of small programs exceeded 300 million in half a year.

It can be seen that in the future, whether Internet companies, traditional enterprises, retail chains or individual merchants need to get through online and offline, but various applications are different (the next article will explain in detail).

two

In the coming 10 year, merchants should not only choose the corresponding online+offline operation mode according to their own situation, but also make model innovation according to people's consumption demand to meet the needs of different levels of people.

Because there has been a serious phenomenon of overcapacity and homogenization in the market, if we want to differentiate competition, we must re-layout and find our own consumer groups.

In view of the phenomenon of overcapacity and homogenization in the market, the warehouse member stores are successful in price advantage at present.

Just like Costco and Box Horse's warehouse member stores, in the homogeneous market segment, combining the membership mode, geographical advantages and price advantages will become an indispensable model for the future retail industry.

This membership model does not rely on retail sales to earn the difference, but on membership fees. According to statistics, Shi Hao's membership fee income for more than one year is as high as 3 1 100 million US dollars.

In the face of market homogenization, there is another solution, that is, to seize the new demand of consumption upgrading.

Of course, this consumption upgrade is not to improve the quality and profit of products, but to meet the needs of consumers with higher product quality and value and the highest cost performance.

In the process of upgrading market consumption, Mingchuang is the most successful one at present. For example, the same eyeliner costs 100 or more in other retail stores, and only 10 yuan is required for famous brands.

three

With the changes of people's needs and trading scenarios, sales staff will be eliminated in the next 10 year and replaced by consultants, talents and KOL.

First of all, from the perspective of consumer demand, people no longer pursue products and prices, but pay attention to the solutions brought by products, whether online or offline shopping.

For example, consumers go to the store to buy lipstick, and the ultimate goal is to improve their personal image and temperament, not the function of the product.

Then it is necessary to integrate online and offline, take offline stores as the entrance, drain customers who experience or consume offline to the private domain, and connect with consumers through social forms such as friends circle, community and official WeChat account, thus creating relationships and providing solutions.

This requires changing business thinking, improving the professional ability of offline shopping guides, combining tutors, talents and K0L, making customers become fans and doing a good job in crowd management.

Just like a perfect diary, when online and offline+amateurs are opened, while celebrities are planting grass on the internet, they also build their own private domain traffic, and establish emotional connections with fans with Maruko and Xiaomeizi as brand IP, with the aim of providing solutions for fans and improving the repurchase rate.

four

In the next 10 year, physical stores should not only understand the thinking of private domain operation, but also turn customers into users and users into digital assets.

Customers here refer to the people who consume products, but customers can only bring about performance growth, and can not achieve secondary or continuous repurchase.

Because customers are people who consume products, not people who use products, we must customize customers through SAAS system to understand who users are.

This also needs to use the online+online mode, relying on the private domain +SaaS applet system to guide private domain customers online, or you can directly import customers to online stores through offline scenes, so that you can obtain user information and behavior data.

This can not only establish real-time connection with users, but also generate continuous repurchase through marketing and interaction. More importantly, it can accumulate user behavior and information data, and accumulate digital assets for entity enterprises.

When we have digital assets (big data). In the future, we can achieve precise marketing, personalized customization, order production, customized procurement and so on. Inventory management is carried out according to users' needs, so as to reduce inventory risk and improve operational efficiency.