What is new retail? What are the development prospects?

There are three levels of new retail research. You can think about what new retail is from these three angles. Everyone is talking about new retail. I think the understanding of new retail is based on three different levels: First, from the perspective of traditional retail, new retail channels and new retail methods based on the Internet have become the focus of research. Second, from the Internet point of view, new retail is the upgrade of traditional B2B and B2C e-commerce, namely S2B2C, including the supply chain proposed by Ma Yun, the new retail concept proposed by teachers and the three new retail standards proposed by Liu (1. Online super-large shopping malls. 2. Online and offline collaboration, especially smart terminal technology upgrade. 3. Mass product S-level supply chain) [Like] Third, from the strategic perspective of * * * sharing economy, * * sharing economy is a powerful foundation and necessary means of * * * sharing economy, new retail is the most important link in the field of sharing economy, and new retail is the most important development direction of social commerce.

Say it briefly. If I were a physical store, I used to sell products in the store. Now I sell it from the media. Is that an innovation in channels and modes of communication? I used to do brand WeChat business, and the global cross-border e-commerce supply chain was integrated in the development of my team, so this is supply chain innovation! What I want to express is that every enterprise, every entrepreneur, must first find the positioning of his own industry, and then carry out innovation and upgrading of his own industry based on the Internet. This is an upgrade road for traditional enterprises and entrepreneurs to approach new retail! We don't need to be theoretical creators in the new retail field, I want to be practical users!

The problem is that the hot topic now is forward-looking. I'm a veteran entrepreneur. I'll answer.

What is new retail? What are the development prospects? I think:

New retail is to integrate online, offline, logistics and other resources, and use Internet thinking and big data information base to help the physical retail industry upgrade and transform, and improve user satisfaction, experience and efficiency.

The future retail industry is not how to sell, but how to serve customers well.

Heart-oriented, customer first. Focus on improving the consumer experience. Through the purchase trajectory, consumption frequency and preferences of consumers, real-time sales are pushed through big data analysis. It is difficult to greatly improve the selectivity of consumers who are both consumers, distributors and operators. Share your favorite products with one click and enhance multiple feelings of consumption.

Enterprise inventory is not overstocked and consumption is low.

Through the standardized management of information database, pre-sale of marketing links, pre-sale of explosions and spikes, etc. Reconstruct the whole sales system to reduce the backlog of goods and reshape the whole inventory sales system.

More retail species hatch

Through the development of mobile internet tools, digital technology and artificial intelligence technology, more diversified industries such as humanities and entertainment, catering, unmanned retail and community supermarkets have been extended. Solve the last mile problem of people's daily high-frequency consumption.

In the future, the retail industry will continue to reshuffle. Whether you accept it or not, it will eventually be a great product of society. Therefore, early understanding, early contact, can get on the bus in time when new retail just appears, there will be intentional gains.

Since Ma Yun put forward the concept of new retail from 20 16 to 10, there has been a constant debate about what new retail looks like.

In my opinion, the concept of new retail has never changed. It's just that the first step is not done, and the next step is almost impossible to establish. Can't even cross the first step. What is the future of new retail? Who can give a definite answer?

In order to describe the new retail, let's first put aside the question of how to realize the new retail. Look forward to the power of the most perfect new retail model!

First, the background analysis of social pain points

In 20 17, the total retail sales of social consumer goods in China reached 36.6 trillion, and the share of e-commerce was not high. Most consumer goods are still sold through traditional sales channels. You can look at your life. Is the number of logistics express delivery to residential areas far lower than the total sales of stores in surrounding communities?

Why is this happening?

There are many reasons, among which the terminal distribution cost is too high and the cycle is too long. For example, I want to buy a pack of toilet paper and buy it through e-commerce. No matter how low the delivery cost is, I have to pay three yuan a piece. Usually I have to pick it up the next day or later. However, I can go directly to the community store and buy whatever I want. The combined cost of money and time is actually not high.

It can be said that Internet e-commerce and community stores have their own advantages and disadvantages in the field of social consumer goods retail.

1. Advantages and disadvantages of Internet e-commerce.

Internet e-commerce has a large procurement scale and low procurement cost. However, the cost of community distribution is high, community stores lack face-to-face communication, and the shopping experience is definitely not good.

2. Advantages and disadvantages of community stores.

Community stores are readily available, with high customer stickiness, high repurchase rate and good shopping experience. The disadvantage is that general community supermarkets have small purchasing scale, complicated purchasing channels and high cost, while large supermarket chains are slightly better in this respect. On the other hand, there are not many ways to make profits and few service models in community stores.

If the internet e-commerce model and community stores are fully integrated, then all the shortcomings of the two aspects can be perfectly solved.

Second, the primary new retail model-the simplest integration model of Internet e-commerce and community stores

We assume that if the new retail model is perfectly realized, then the product sales model should have three forms.

Generally, the shelves of community stores mainly store some fast-moving consumer goods and some goods with faster circulation for stocking. Consumers can go directly to the store to buy, or they can place an order through the mobile phone client and wait for the community store to deliver it directly to the nearest place.

If the consumer places an order, the community store will not stock it. Community stores can transfer goods from the warehouse in the city center, and the products can be delivered to community stores early the next morning at the latest, informing customers to pick up the goods at home or deliver them to their homes.

If the consumer's order is special, there is no local inventory. Then, after the order is formed, the products can be delivered from the manufacturer to the central warehouse in the city where the consumer is located through the backbone logistics, and then directly delivered to the community through the distribution channel of the community store, informing the customer to pick up the goods or deliver them to the door.

Third, the advantages of the new basic retail model analysis

Community stores reduce the inventory, improve the speed of product circulation, greatly expand the product supply categories, and the floor area ratio will inevitably increase greatly. Community stores have increased their turnover.

The original single community store can greatly reduce the purchase cost by means of the group purchase scale formed by the new retail platform. Generally speaking, the sales price of the same product in new retail community stores can be reduced by about 30% compared with other stores. This will directly bring about a complete reshuffle of the urban community store industry.

Once the community store system in a city is fully integrated, the cost advantage of this distribution channel may directly crush the local express logistics industry. The urban distribution cost of express delivery is basically more than 2 yuan money for a piece of goods (within average 1 kg), while the distribution cost of fresh products is basically about 0. 1 yuan per kg. Moreover, the community store itself has refrigeration facilities, and the distance from consumers is basically about 300 meters, so the problem of 1km will be fundamentally solved in the future. As for drones, unmanned vehicle distribution has turned the fact into a false demand and has been completely marginalized.

Unmanned supermarkets will exist as satellite stores of new retail community stores, and relying on new retail community stores nearby can greatly reduce the replenishment and operation and maintenance costs of unmanned supermarkets. It will also have a strong squeezing ability for the general shops in front of the building.

After such a chat, everyone should know how terrible the future of the new retail model is. But this is only the most elementary new retail model.

Fourthly, the lethality prediction of new retail.

At present, the total sales of community store system far exceeds the total sales of e-commerce. With the establishment of the new retail model, the total turnover in the future will far exceed the existing Internet e-commerce system, which will inevitably involve all aspects of social consumer goods retail. If the new retail platform adopts the free mode again, all existing Internet e-commerce platforms may be squeezed out. I always feel that the new retail model in the future may be monopoly, which is the best choice to realize the most effective allocation of social resources.

The new retail model has deeply integrated social logistics distribution resources. Product distribution will shift from the current decentralized disorder to a completely orderly and standardized operation. With the help of big data technology, the cost of social comprehensive logistics distribution will be further reduced, and the entire existing social logistics distribution system may face a comprehensive reshuffle.

The community store industry will gradually transform from the main product sales to the community comprehensive service center model. In addition to providing simple product sales and distribution services, it can also provide more humanized and customized services, which was difficult to achieve by pure Internet platforms in the past. For example, scanning the body shape of consumers and customizing clothes remotely; The recent door-to-door return service of products and so on.

Based on the daily operation of community stores, the customer acquisition cost of the new retail platform is almost negligible. The industrial promotion of community stores can be carried out simultaneously with the help of manufacturers' product promotion, and the new retail platform can fully interact with consumers by using manufacturers' product promotion costs. This provides a material foundation for building a fully integrated online and offline social platform in the future. As we all know, people have social attributes. The current Internet social app lacks offline physical interaction. The brand-new internet social model based on community stores and the macro data of new retail platforms, combined with social sports, entertainment and other activities that are extremely lacking in society, may bring about drastic upgrading and changes in the national lifestyle. This upgrading and transformation has brought about the vigorous development of the tertiary industry models such as social entertainment industry and sports industry, and at the same time, it can also digest the socially affluent labor force brought about by the efficiency improvement of the new retail model. In this situation, the current mainstream Internet social model may soon be marginalized, which is an irreversible blow to dimensionality reduction.

The biggest imagination space of the new retail model in the future is actually the control of the product sales end by the new retail model, which plays a core supporting role in the establishment of the credit system of the production end. This is fully in line with the macro goal of the country's supply-side reform. The new retail system may become one of the core fulcrums of China's future national economic upgrading and development.

Fifth, the biggest problem of new retail is how to take the first step. This is a very annoying question. Is how to solve the integration problem of social distribution channels?

After 20 16 put forward the new retail concept, Ma Yun took the lead in putting forward the slogan of building 300,000 Tmall stores, followed by JD.COM, building 3 million community convenience stores. Why open these stores? It is necessary to pre-empt the layout in the community and pre-empt the establishment of social distribution channels. Later, we found that the new retail model needs a community distribution system, which delivers goods to your door every day. However, the competition in the community store industry itself is already fierce. If you want to open a new community store in front of each community, it will be very difficult to deliver goods every day. As far as I know, many large supermarket chains are very cautious about whether they can set up a community.

As a result, the new retail concept seems to have entered a dead end. If the new retail model can't solve the integration problem of community distribution resources, then all future ideas based on the new retail model will be empty. Therefore, many people's confusion about the difficulty of breaking through the new retail model has also triggered confusion and speculation about what the new retail concept is.

20 18 the concept of e-commerce in the front warehouse began to stir up. At this time, everyone re-positioned their eyes to the fresh food industry, and everyone began to agree that the best carrier for establishing distribution channels is the fresh food industry, because only the sales characteristics of fresh products have the form of high-frequency consumption and mass distribution every day.

In fact, there is a key understanding that has been subjectively ignored by everyone. Only when the new retail model enters the community can it truly integrate with the offline community store model. The service radius of the new retail model should be 300 meters. The pre-warehouse e-commerce model has achieved 3000 meters, and there is still a distance of 2700. This distance is short, but it determines everything.

At present, all the existing fresh e-commerce models do not have this macro-integration ability. The new retail outlet has not been really grasped by any giant.

Sixth, the possible breakthrough to realize the new retail model-the strategy of cheap green vegetables.

This is an idea beyond everyone's imagination.

I think the key breakthrough of the new retail model. It is not the innovation within the Internet industry, but the industrial upgrading of agriculture can provide a large number of high-quality and low-priced agricultural products, and realize the comprehensive product upgrading of the entire agricultural product industry, which is an inevitable channel integration. The fundamental key lies in the vegetable industry. Because only the vegetable industry has the characteristics of daily delivery to the community, and the volume of the vegetable industry is enough to support the existence of independent sales channels.

It took us several years to solve the problem of farmers participating in the production of modern standardized vegetable products. Established a complete business model, from standardization of production environment, production management, quality management to benefit distribution system. Its core production transformation model has applied for a national invention patent. The most obvious effect of this model is that farmers can quickly enter the standardized vegetable production system, and their products can meet the national green standards. Even if it is sold at the approximate price of ordinary vegetables in community stores, farmers can still increase their gross income by about 30%.

Agricultural production is a matter for farmers. We can only obtain large quantities of high-quality and low-priced vegetable products through the new retail platform, so that high-quality vegetable products can completely replace ordinary vegetables, and the self-operated vegetable distribution system can be used to realize the comprehensive integration of the community distribution system.

I firmly believe that this model is the core breakthrough for the new retail model to solve the integration problem of community distribution resources.

The concept of new retail is very popular on the Internet. From Alibaba to small shops, from industry leaders to professionals, many people are talking about expressing their unique opinions. After working as a supermarket and convenience store, I often hear people around me talk about it. After getting familiar with it, I suddenly thought of several basic questions today, that is, what is new retail, where is it, and how big is its future development prospect?

New retail is a new retail model in which enterprises rely on the Internet and use advanced technologies such as big data and artificial intelligence to upgrade the production, circulation and sales processes of commodities, thus reshaping the business structure and ecological circle and deeply integrating online services, offline experience and modern logistics. It sounds noble, but in fact, this practice existed long before the advent of computers and the Internet. At that time, businessmen can also analyze customers' needs and preferences through previous sales records, so as to prepare for production and procurement.

But obviously, before the advent of computers and the Internet, businessmen had great limitations in doing so, that is, the problem of scale and efficiency. Because they can only record by hand and even analyze by their own feelings, they have great limitations. Today, with the maturity of the Internet and big data, the national and even global sales data will be networked, and then the various processes of commodity production, circulation and sales will be analyzed through advanced technical means, and finally accurate decisions will be made to earn more profits.

Generally speaking, the so-called new retail has the following three practices:

1, using data-driven technology to accurately market customers. For example, when we shop on Taobao, whatever we buy will be recorded by the system. Then when we surf the internet, we will find many similar product advertisements, which I believe many people will encounter. Therefore, when the concept of the Internet is transferred to physical stores, merchants will ask customers to spend membership cards. After customers spend, the membership card will be recorded, and merchants can study customers' preferences according to these data, and then do some activities such as sending advertisements and coupons for marketing.

This practice is extended to the whole industry and even the whole country, which is what Ma Yun of Alibaba often says about big data. He hopes to make a statistical analysis of the sales data of physical stores by completely opening up online and offline, and finally expand Alibaba's advantages in sales channels.

2, the physical store as a logistics center, through the Internet promotion, so that customers can place orders online, businesses can quickly deliver goods. Recently, Alibaba's box horse fresh is this model. It promises to deliver it to your door within three kilometers and half an hour, which is several levels ahead of Jingdong Logistics, which has a fast delivery speed.

3. Apply Internet technology in physical stores to optimize the consumer experience. For example, consumers can order food online and then spend it in physical stores, which is often called O2O (online to offline).

What is new retail is analyzed. Personally, I think the so-called new is just some sales models and services introduced in the era of keeping pace with the times to meet the conditions of different product categories, consumption capacity, service content and technical information. This process has been evolving in the commercial society for thousands of years, but the speed is relatively slow.

In the Stone Age thousands of years ago, people began to barter things. At that time, with the improvement of productivity, people produced surplus products, so different people would trade with each other, usually gathered in one place, for example, someone exchanged a sheep with another person for 10 Jin of salt. You can imagine the scene at that time. It is estimated that people will put salt, rice, meat and other items on the ground or trees casually, waiting for others to exchange them.

Then in the agricultural era, the productivity was further improved, the places where people often traded became markets, and people's product trading places were gradually upgraded to shops or booths.

In the industrial age, products and services were unprecedentedly rich, so department stores and supermarkets appeared, and merchants began to pay attention to the added value of experience and services.

Modern society has completely entered the Internet information age, with not only physical stores, but also previously unimaginable e-commerce. Therefore, when the development of e-commerce encounters a bottleneck, people begin to advocate breaking through the online and offline barriers, and finally put forward the new retail concept mentioned in this paper.

What is the development prospect of new retail? Obviously, this model has entered the market now. On the one hand, it has huge information and cost advantages. On the other hand, most physical stores still stay in the traditional mode, that is, merchants still sit in the store and wait for customers to come to the door. Therefore, in the next decade, new retail will usher in a huge development, just as Taobao has changed the consumption habits of China people.

What changes have taken place in the new retail?

Mida is a social retail solution based on enterprise WeChat.

?

What changes has MIDA brought to the retail industry?

? Everything is user-centered and everything is based on service.

? From Waiting for Customers to Social Retail

From Fixed Assets Operation to Digital Assets Operation

Change from central management to partner management

From commodity promotion to scene trading

From marketing relationship to relationship marketing

Reach the shocking highlight:

1 Commercial goods become commercial users, and customers who enter the store, regardless of consumption or not, reach the value of 1000 yuan in connection, (300 billion US groups, 300 million users, Tencent Ali and other user value Internet standards) every day 10 people enter the store, with a value of 1000 yuan.

2. First-line ownership: customers in your store spend money outside the store, and connect to the customer's store for the first time to share profits. The number of customers in the business circle is fixed, and the more customers merchants connect first, the more profits they will get. Find out how to connect with the brand 1500 and JD.COM store 1, and share profits with the store, even exceeding the store's main business!

Customer profits are bound to the store for life, and the original customer consumption life cycle of the store is extended to the whole life cycle of 1_2 years, thus earning lifelong customer profits.

The new retail is actually a new business model and a new concept, which refers to the reconstruction of people and goods yards. Will be user-driven, the requirement is to greatly shorten the cycle of the supply chain, data becomes the most important resource, and business activities should be carried out through data collection and analysis with the help of some digital solutions.

New retail is an inevitable trend in the future. Since 20 16 Ma Yun put forward the concept of new retail, new retail has penetrated into our consumption life more and more. Because of the rise of new retail, our consumers can shop more conveniently and enjoy the convenience of instant shopping without leaving home. Because of the new retail, the supply chain of the merchants is constantly optimized, so that we can receive the purchased products quickly.

This is not a new retail! There is no new retail, and there is no old retail ... it's just that the network has narrowed the distance between people and separated people. The traditional is the latest. You can keep traditions and books, and don't forget your innovative spirit. Keeping the bottom line is smooth sailing. For science and technology, there are innovations, ideas and progress! For the business between people, don't forget your roots, always be the first! In a few years, I can't do it, but my practice will spread all over the country.

New retail is an intangible concept. Theoretical research.

However, few people can understand the new retail and put it into practice in their own business.

Now many industries are affected by the new retail. For example, community group purchases, such as live sales, are all related to new retail. But they are not comprehensive.

New retail is more like a guiding ideology.

For me, the application of new retail is. Automobile wearing parts are stored and distributed in the same city, so that goods can go out to find customers. The operation behind it is supported by big data. I understand it this way.

20 16, 10 In June, at the Alibaba Cloud Habitat Conference, Ma Yun put forward five new trends in the future: new retail, new manufacturing, new finance, new technology and new energy, and said that these five new developments in the future will profoundly affect China, the world and everyone in the future. This is the first time to put forward the concept of "new retail". He believes that the era of pure e-commerce has passed, and there will be no e-commerce in the next ten or twenty years. Just talking about new retail means that online and offline and logistics must be combined to give birth to real new retail.

In fact, the old and the new are just a relative concept. Department stores to traditional markets, supermarkets to traditional wholesale and retail stores, and e-commerce to traditional offline can all be counted as new retail. In today's era of rapid development of Internet of Things and artificial intelligence big data, it is generally believed that "new retail" is a new retail model in which enterprises rely on the Internet and use advanced technologies such as big data, artificial intelligence and cloud platform to upgrade the production, circulation and sales of goods, thus reshaping the business structure and ecosystem, and deeply integrating online services, offline experience and modern logistics.

According to the analysis of the White Paper on New Retail in China (20 18), there are eight business models of new retail at present. From the perspective of retail supply, there are six business models: omni-channel, online and offline combination, new e-commerce, new physical stores, unmanned retail and fresh food. New retail technology and new retail logistics are the products of the development of new retail formats, and the improvement of technology and logistics in turn supports the progress of new retail.

Since 20 16 first put forward the new retail concept, major retailers have made new retail layouts, online e-commerce has vigorously acquired and integrated traditional offline retailers, and traditional offline retailers have begun to test online business. Since the profit model of new retail business has not been figured out, the hot new retail business began to cool down from the end of 20 18.

The new retail boom has faded, and the industry will eventually return to the commercial essence, that is, profit. The function is whether the cost is lower, whether the logistics and transaction are more efficient, whether the product display is more adequate and whether it is more conducive to information communication.

-For more data, please refer to the In-depth Research Report on Business Model Innovation and Investment Opportunities of New Retail Industry in China issued by Prospective Industry Research Institute.