"Omni-channel layout" has become a hot word, how to leverage the new retail?

In recent years, in the major new retail companies listed on the financial report will find a *** sex, "omni-channel layout" frequently appear to become a hot word, which is not only the embodiment of corporate strategy, but also a new consumer trend. Nowadays, consumers can choose to buy goods in a very large number of channels, and will no longer be in accordance with the fixed channels of consumption, such as our daily purchase of vegetables and fresh produce will choose the community group purchase, convenience stores, etc., to buy daily necessities, cosmetics and personal care will choose the T-Bao and other traditional e-commerce platforms or brick-and-mortar stores. Therefore, the more channels consumers can choose, the more comprehensive the layout of the enterprise. In the face of the current uncertain business environment, omni-channel layout is undoubtedly the choice of walking on multiple legs. Most brands and distributors are expanding new channels. How to seize the market in the omni-channel, omni-format and multi-mode layout? It still depends on the enterprise's digitalization ability. First, it is necessary to analyze the changes in the business environment through the consumer market and new retail ends. From the end of the consumer market, emerging channels are showing explosive growth, and consumers are inclined to "experience-heavy, high-efficiency" approach. 2020 e-commerce channel penetration rate rose from 34% in 2019 to 47%, O2O rose from 22% to 33%, community group purchasing rose from 3% to 16%, and at the same time, pure e-commerce, live broadcasting and O2O channels have grown significantly. channels are all growing substantially.Post-95s value delivery speed more than Millennials, with more than 50% of Post-95 consumers, wanting to receive goods on the same day or even in half a day. "The current rapid rise of emerging channels is mainly to meet the specific needs of consumers. For example, for certain commodities, same-day and hourly instant delivery, while community e-commerce caters to fresh and daily necessities to home/pick-up, and short video/live streaming to reach consumers through interest e-commerce. The channels are complementary to each other." Industry insiders said. Then from the brand/retailer side, shoes and clothing, beauty, FMCG, department stores and superstores, and other segments are ramping up to promote omni-channel, multi-industry, multi-mode combinations. Take Walmart as an example, very early with Jingdong, Dada and other strategic cooperation, and the layout of Walmart Jingdong flagship store, Walmart Jingdong to home, Walmart small program and other online channels, and then united with the offline more than 300 stores, to realize the integration of home to store. Among the O2O platforms such as Meituan, hungry, Jingdong to home, Walmart's annual revenue of 8.43 billion yuan, topped the 2021 annual revenue list of the big box store to home business. Then, for example, in the casual snacks track, Liangpin Puzi has been making efforts in omni-channel. 4.858 billion yuan of revenue was realized online in 2021, a year-on-year increase of 21.42%, accounting for 53.13% of the proportion of revenue from main business, and 4.286 billion yuan of revenue was realized offline as a whole, a year-on-year increase of 16.31%. It has also been optimizing omni-channel and other structural changes, to further expand the traditional platform e-commerce market share, and increase the layout of social (live) e-commerce, community e-commerce and other emerging traffic channels. Therefore, omni-channel is no longer a matter of choice, but a must for the brand. But each enterprise has its own way of playing. There are unicorns that rely on community e-commerce to run out, and there are also brands that rely on social, live and other private traffic to make a new growth curve. But omni-channel means greater layout and operational investment, and without a digital substrate, it is difficult to achieve long-termism. Therefore, omni-channel retail planning needs a pusher - digitalization. Shengtian half son speed channel through the middle platform, as an enterprise omni-channel digitalization solution provider, focusing on new retail, enterprise digital transformation, marketing tools to empower and so on, so far, has served 10,000 + large and medium-sized enterprises, vertical service 1000 + segments. Combined with the current market demand, we are now launching a one-stop solution for the Speed Drain digital center, which helps enterprises to coordinate the integrated process from planning, development, delivery to omni-channel sales. Throughout the product lifecycle, digital transformation is achieved through business planning, visualization and execution capabilities based on real-time planning and actual feedback. Retail planning "wind-up", to create new growth momentum omni-channel retail digital layout of the test, first of all, is how to open up the various channels of the various forms of operational data, to achieve rapid docking and provide decision-making? Secondly, how to maximize the benefits of the channel and maximize customer value? Finally, at the operational level, how to achieve cost reduction and efficiency? Shengtian Semi-sub Speed Drainage Middle Platform System can solve these problems in one-stop: accurate data analysis and timely decision-making. Comply with the new consumer demand, to create the optimal combination of commodity channels + mode of consumption to achieve continuous updating, the enterprise's insight into consumer demand and trend information has become the key to decision-making, in the omni-channel, multi-industry, multi-mode development trend, the digitalization should be subdivided into the various channels to conduct a comprehensive analysis. Speed channel through the middle of the digital tools will be different channels of consumption information summary, in order to obtain the consumer's consumption habits, and then through the multi-channel transaction data feedback, accurate judgment of the most suitable product sales channels and modes, with the help of visualization tools for planning and decision-making, corresponding to a more accurate marketing. For example, a domestic FMCG brand, the channel involves online e-commerce stores, community e-commerce, etc., and offline stationed in the distribution channel convenience stores, the layout of vending machines, etc., and its new product launch speed to maintain a high level. It namely through accurate data guidance, timely decision-making, grasp the new trend of consumption, and stand out in the competitive FMCG red sea. Create channel differentiation, meet personalized needs, and achieve thousands of stores and thousands of people omni-channel according to the platform industry and mode differences, for both goods and services will appear under different channels to sell products. For example, the goods of instant retail, the warehouse outlets and fast distribution capacity requirements are extremely high, the merchant in the layout of the channel, will select some easy warehousing and logistics, high re-purchase rate of goods, and community e-commerce/community group purchasing and so on is more biased towards the fresh category. However, even for the same channel, it is also necessary to do thousands of stores and thousands of people to meet the needs of consumers in different scenarios. Shengtian half son speed channel through the middle of the platform, a comprehensive understanding of the different stores consumer crowd shopping logic, so that the store operation efficiency maximization. At the same time, for the same consumer, the consumption habits of different times, measured in which channel, on which products consumption frequency is higher. The use of this model can better make the product in the right place, have the right inventory, timely meet the consumer experience, to maximize the value of a single. Omni-channel to form a rapid response, efficiency to win efficiency improvement from two aspects, one is to meet the consumer experience efficiency. Consumers order from any channel, merchants to realize the cloud warehouse or the nearest store delivery, the need for rapid response between the channels and data synergy and unity. Speed channel pass center can meet consumers whether pure online purchase, online buy offline pick up or to the store to buy, can ensure to provide customers with a seamless experience. Store allocation, supplier replenishment and inventory levels can be optimized. Another aspect is the business efficiency of merchants, most traditional retailers have several common problems, each channel is fighting separately and secretly. There is a lack of unified thinking between departments, the merchandise planning department can't understand the channels, and the channels can't understand the upper level strategy, so there will be a disconnection of information between departments. Then there is the bottom-up feedback of information from each channel, e-mail communication, long cycle, low efficiency, and the final feedback to the upper level of the information is not necessarily accurate. Sentinel Drainage Communication enables online synchronization of information from all channels and product planning, making it easy to unify key data across multiple departments. At the same time, it can get rid of the limitations of traditional spreadsheets and update the front-line sales situation in real time, providing the most accurate data for strategic decision-making. It is easy to cope with the complexity of the channel, the number of SKUs, and the wide range of store outlets.