Why is new retail the future development trend?

—— The following data and analysis are all from Forward-looking Industry Research Institute's In-depth Research Report on Business Model Innovation and Investment Opportunities of New Retail Industry in China.

Retail growth is weak, and online and offline integration has become a new development trend.

In 20 1 1-20 19, the total retail sales of social consumer goods in China continued to grow. 2011644.9 billion yuan, a nominal increase of 8.0% over the previous year. Affected by the epidemic situation, the total retail sales of social consumer goods during the period of1-May in 2020 was1387.3 billion yuan, with a nominal year-on-year decrease of 13.5%. On the whole, the growth rate of total retail sales of consumer goods in the past two years is weak.

Compared with department stores, supermarkets and other physical retailing, e-commerce has shown a rapid growth trend in recent years, which has caused a huge impact on traditional formats and the phenomenon of "customer diversion" is serious. Statistics from the National Bureau of Statistics show that in 20 19, the online retail sales of physical goods nationwide reached 106324 billion yuan, an increase of 19.5% over the previous year. In the case of the slowdown of online retail growth, the impact on offline retail has not been eliminated.

It is the general trend for online and offline retailing to move from previous separation and hostility to integration and win-win. At present, the competition in the retail industry is playing a comprehensive card. The combination of online and offline includes payment, logistics, warehousing and after-sales. If an enterprise plays its comprehensive cards well, its competitive advantage will be more obvious.

20 18-20 19, netizens returned to rational consumption for "double 1 1". From the change of the theme of "Double 1 1" over the years, we can see that traditional retail and e-commerce enterprises have gone from separation to integration to * * * winning, which also reflects the consumption in China.

China's new retail started late but developed strongly.

With the development of Internet and e-commerce, "new retail" has emerged quietly all over the world. As early as the beginning of the 20th century, Wal-Mart, Amazon and other enterprises laid out their plans one after another. China's "new retail" began on 20 16, and many physical retail enterprises began to try to access the Meituan. Hungry, stores began to use internet technology to modify, and e-commerce also tried offline stores. At the same time, shopping centers and convenience stores have entered a period of rapid growth.

As far as the current situation is concerned, the new retail in China is still in the initial stage of market development, but the growth rate is strong. Analysys research shows that the compound annual growth rate of new retail industry in 20 17-20 19 is as high as 1 15%, and it is expected that the scale of new retail market will exceed18 trillion yuan in 2022.

At the same time, in the process of large-scale expansion of "new retail", there has also been a brief cooling since the end of 20 18, and the financing amount has dropped significantly. In 20 19, Box Horse closed its store for the first time in history. It can be seen that under the background of digital economy, how to promote the better landing and application of "new retail" is the key to whether the industry can smoothly enter the field of deep farming.

The competition pattern presents two superpowers and many strengths. Ali and Tencent have their own bright spots.

As far as the current situation is concerned, the competition pattern in the new retail field presents a situation of two strong players: the two strong players refer to Ali and Tencent, and the multi-strong players refer to other enterprises exploring new retail models. The layout thinking of Tencent and Ali in the new retail direction is obviously different-Ali prefers to use his own resources to lead the transformation, and Tencent is the link to improve efficiency.

There are three main types of investment layout of Alibaba's new retail: logistics, sales (that is, sales, payment and consumption) and retail technology (supported by applications such as big data, artificial intelligence and cloud computing). By investing in RT Mart, Hualian Supermarket and other offline supermarkets, we can buy Hungry and integrate word of mouth. The overall layout idea is: the offline layout is integrated from point and area to space, and offline traffic is obtained, and online superior resources are used to feed back offline, forming complementary integration-its essence is to take customers as the center, build a platform and enhance user experience.

The core of Tencent's "new retail" layout is to improve efficiency through connectivity. Through WeChat public platform, WeChat payment, small programs and other products, the information transparency between production, sales and consumers is higher. From 20 17, Tencent Group began to participate in the "new retail" industry through investment. At present, Tencent has invested in Huitong and Jingdong Express on the logistics side; The e-commerce sector has invested in JD.COM, Pinduoduo and Vipshop; In terms of traditional supermarkets, Tencent and Yonghui Supermarket have established cooperation, and most of the investment has been invested in e-commerce.

Post-epidemic era: promoting the rapid development of fresh food e-commerce

At the beginning of 2020, the COVID-19 epidemic hit the traditional retail industry, and the offline sales channels such as large shopping malls were greatly impacted. New retail develops rapidly with the integration, digitalization and modernization of supply chain.

For food retailers and fresh e-commerce, after the outbreak, the business hours of supermarkets and food markets have been shortened, the access of communities has been strictly controlled, and people are afraid to enter and leave public places. These factors that promote the rapid development of new retail e-commerce in the short term are also beneficial to people, especially the change of consumption habits of middle-aged and elderly people, which will have a long-term and far-reaching impact on the fresh e-commerce industry, and the penetration rate in daily consumption is expected to be greatly improved.

Sales in JD.COM during the epidemic. COM's home business platforms, such as daily fresh food and grocery shopping in Ding Dong, have achieved great growth, especially the sales of vegetables, fruits, eggs, dairy products and frozen foods.