New retail upgrade, private domain has been "earned"

The core of brand management in the new era is the customer, which is the customer's continuous trust and love for brand taste.

Author/Chu Bu Liu Xiang ID/ Ling Shouke

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In less than 1 year, it has brought more than10 million yuan in sales through operating private domain-this is the answer given by Chaogang during the epidemic in 2020.

When the performance of all offline stores declined one after another, this old baking chain enterprise, which has been deeply involved in Anhui market for more than 30 years, successfully "counterattacked": in the first quarter, the private domain transaction from Chaogang exceeded the target set at the beginning of the year 1.6 times.

During the epidemic period, only 1/3 stores in Chaogang can operate normally, and the passenger flow has also dropped significantly.

This makes Chaogang have to bring the online business that was neglected in the past back into the "vision".

As early as 20 10, Tmall's flagship store was launched in Chaogang, but until 2020, its sales through traditional e-commerce channels still accounted for less than 5%.

Online sales, which account for less than 5%, can't make up for the losses caused by closing stores, let alone grow against the trend.

Therefore, Chaogang chose to cooperate with Zan who is better at "online operation and customer operation".

At that time, Chaogang faced many practical problems:

First, the baking category has a short shelf life and needs timely logistics and distribution; Second, the online operation ability of 180 stores is uneven; Third, there are many communities, but the fine management ability is insufficient.

At the same time, the data and rights of online and offline members are unreasonable, which seriously affects the management and consumption experience of members.

With the help of the "same-city retail" solution provided by Youzan, Chaogang has opened up "home" and "store" business scenarios:

"Home" not only meets the immediate needs of consumers, but also solves the problem that 70% of the short-term warranty products in Chaogang are sold out within three days.

At the same time, it also expanded the service radius and time of the super port stores to a certain extent, and ensured the sales of offline stores that could not operate normally.

On the other hand, through the online "pre-sale" and offline "self-collection" functions, the number of "arriving at the store" has increased.

Like Chaogang, the breakthrough achieved by Zan is also the baking of the old brand green posture. By joining hands with Zan to attack new retail, the transaction volume has tripled in three years.

Through the praise of the small program mall, Lvzi opened up the scene of online ordering and self-raising by the store, and realized the store's fixed production by sales and zero inventory through the "pre-sale" mode.

At the same time, Lvzi also established a membership system through favorable comments to improve customer stickiness and repurchase rate.

Based on the rapid growth of in-store self-service and the landing of digital members, Lvzi has maintained an annual growth rate of 100% in the private domain in recent two years.

Not only Chaogang and Lvzi, but also many large and medium-sized enterprises have cooperated with Youzan New Retail and achieved performance growth.

By the end of 2020, the total number of stores managed by chain merchants using Zan products will be about 20 10 times that of19 years, and the maximum number of stores managed by a single merchant will reach more than 2,500.

City Beauty, Synbiotics, Wan Jiale and other brand businesses and Youzan Chain manage more than 300 stores.

To some extent, these businesses benefit from "new retail with favorable comments".

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On May 29th, at the meeting of MENLO 202 1 Youzan New Retail, Youzan announced a comprehensive upgrade of the "new retail" business, and announced important upgrade iterations in terms of solutions, products and services.

This step is of great significance to Zan. Youzan New Retail has officially become an independent commercial brand. At the same time, it integrates Zan retail, Zan chain, Zan enterprise WeChat assistant, Zan shopping guide assistant, Zan CRM and other products and solutions. And make Zan's new retail a weapon to help businesses grow their performance.

It is imperative to upgrade the new retail business in terms of time nodes and the scale of favorable merchants.

In 2020, the number of new paid merchants in Zanzan reached 59,940, a year-on-year increase of 10%. Among them, the number of new paid merchants in Zanzan chain increased by nearly 300% year-on-year.

Huan Yun, Chief Operating Officer and Co-President of Zan, said: "Retail has been upgraded to the 3.0 era. This era is all about family needs, designing marketing processes, establishing brand stickiness, providing exclusive products and personalized services. "

This is obviously different from the 1.0 era with "goods" as the core and the 2.0 era with "field" as the core.

Taking "people" as the core, enterprises are required to reshape and optimize their past business processes and organizational operations.

In the past years of practice, Youzan has gradually formed different practical plans in vertical fields such as shoes and clothing, department stores, medicine, wine travel, fast-moving consumer goods and retail in the same city, helping hundreds of retailers to achieve in-depth industry customization.

At the same time, it also provides new ideas for digital transformation of businesses and new retail upgrades.

But from the actual effect, what kind of help can Zan new retail bring to the merchants? From the cooperation between women's clothing brand Urban Beauty and Youzan, we can see some clues.

This is the "number one" project promoted by the Metropolitan Beauty Headquarters from top to bottom. The Smart Retail Department has been set up in the headquarters of Chengmei, which has invested a lot of people and property to comprehensively coordinate the small program, live broadcast, community and membership business.

Youzan provides consulting services for urban beauty from private domain operation, product scheme and ecological resources docking, including full-cycle companion services from strategy formulation, operation gameplay to KPI formulation, to innovation, retention, promotion and fission.

For example, take the strategy of "one store, one mall". Let every store have an online mall, and the headquarters is managed in the background. Give priority to the implementation in direct stores, and then gradually drive franchisees to join.

At the suggestion of Zan operation experts, Metropolitan Beauty launched exclusive products for late-night welfare, and the related benefits lasted from 22: 00 to 9: 00 the next day, which brought a large number of orders.

At the same time, urban beauty brings a large number of passengers to the store through live broadcast, creating additional consumption in the store. In August 2020 alone, the write-off amount of three live broadcasts was as high as 35 million yuan.

On June 5438+ 10 this year, Metropolitan Beauty participated in the internal test of Zan enterprise WeChat assistant, promoted shopping guide to attract old customers, precipitated private fans and promoted repurchase. In 2 months, I accumulated 200,000 new fans on corporate WeChat.

In addition, Metropolitan Beauty is the first cooperative enterprise to praise the "K 100 Strategic Cooperation Plan", including Aokang, Aikang, Beinmei, Dicos, Hengan Group, LU ZHOU LAO JIAO CO.,LTD, Nongfu Spring, Shuanghui, Samsonite, Wenfeng Group, etc. 1 1 large retail groups.

This also means that after the upgrade of "Youzan New Retail" business, it will serve more large and medium-sized retail enterprises and meet more and more complex personalized business needs, including providing private domain operation consulting services, expert teams, ecological cooperation resource support, and underlying technical support and data empowerment.

This is a new challenge to the excellent service operation ability. In addition, at the product level, Zan needs to solve many problems such as data separation and getting through different systems.

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The purpose of praising a policy is based on this.

In the process of digital construction, merchants have to face many system suppliers in different links, such as purchasing, selling and storing, customer management, inventory management and logistics management, and it is difficult to integrate multiple systems, which leads to the increasingly prominent problem of data separation.

However, the opening of each system is faced with problems such as different technical standards and unclear boundaries of rights and responsibilities, and it is difficult for merchants to complete it independently.

"We know that the problems we can solve are relatively limited, so we must unite more outstanding peers to give merchants better and lower-cost solutions." Cui Songyu, CTO and co-president of Zan, said, "The infrastructure system of new retail can be roughly divided into five aspects: scene, channel, marketing, operation and supply chain, but it needs to be strung into a closed loop through data."

The acclaimed ONE strategy is based on the new retail infrastructure. "Let thousands of companies find the foothold and good parts of their respective businesses, and solve the pain points of users through one-stop system integration." Cui said:

Youzan United with software service provider Bojun Technology to launch a new retail fusion warehouse solution, which is the first sample of ONE strategy.

The integration of the two systems will give full play to Bojun's management advantages of "goods" and praise the reach and marketing efficiency of "people", realize the accurate matching of people and goods, empower stores, make shopping guides and operations better understand consumers, and realize the service with temperature.

Cui Songyu said that from the perspective of this integrated warehouse solution, it not only shortened the delivery cycle from one or two months to one week, but also greatly reduced the cost, from several hundred thousand to more than 10,000, covering more than 30 scenes at a time.

From the merchant's point of view, merchants actually don't need so many service providers. What they need is a solution with better quality and lower cost.

Cui said that based on the ONE strategy, Youzan will cooperate with more third-party developers and third-party software service providers to create product integration solutions to help businesses provide business consulting, operation consulting, SaaS services, generation operation services, data applications and data integration services.

Really helping merchants to realize the integration of management is related to the pain point of retail enterprises for many years and to the shopping experience of consumers.

Whether it is upgrading new retail, launching ONE strategy, or launching Zan enterprise WeChat assistant, Zan shopping guide assistant, Zan CRM, etc. There are deeper and more complicated reasons behind it: brand and retail have undergone profound evolution in the new era.

four

Great changes have taken place in consumers' consumption behaviors, habits and purposes.

First, in today's extremely developed material, people are no longer buying "necessities for survival" but "longing for a better life", and the changes in consumption scenes have spawned many new demands.

Second, China's manufacturing capacity overflows, which makes the ability to make products that meet the new needs of these new scenes not very high.

Third, new media has gathered new traffic, which almost occupies the main life time of Chinese people. "Except for sleeping and working, we are almost all online." A praised CEO, White Crow, said, "People spend only six hours online on average, while new media such as WeChat, Tik Tok, Weibo, Aauto Quicker and Xiaohongshu gather a lot of traffic."

In the next 5- 10 years, the demographic dividend of China may not be the change of urbanization, but the migration of the Internet.

People are living in such a new scene and consuming the content on the platform, which is a part of life. The improvement of platform technology makes the content and consumer demand match very accurately, which is the traffic gathered by new media.

Fourth, the enterprise service companies represented by Youzan began to make the new retail infrastructure as easy to use as water, electricity and coal.

These third-party service providers provide complete cloud computing systems and SaaS services for new brands and businesses, which can efficiently deal with the problems they encounter in the overall operation, including insight into the new needs under the new scene, new content needed by new products, new marketing under the new traffic, and management under the new model.

Fifth, capital is also rapidly following, investors are queuing at the door, and excellent brands and retailers are not enough.

The white crow thinks, "There is no situation in China where good projects can't find money today."

No matter in the field of 2B or consumer goods, there is no shortage of money. What is lacking is good entrepreneurs. Whether it is a new brand or an excellent old brand, investors will chase after the investment as long as the upgrade is done well.

White crow gives a formula: brand growth = product strength, accurate social marketing and customer management.

Consumers' trust in the brand is no longer limited to quality, but also includes whether consumers like you.

"A new generation of consumers like a brand, but they like the taste of this brand, which is not low. I believe this brand will continue to have taste." White crow said: "This is the new generation's choice standard for brands."

From the management point of view, when the quality of goods is not so high, the core of brand management in the new era is the customer, which is the continuous trust and love of customers for brand taste.

White crow believes that product strength is the foundation of everything, social marketing is the only process to build a brand and do a good job in retail, and customer management is the basis for the continuous brand value.

In the past PC Internet era and mobile Internet era, because of excessive monopoly and centralization, brands have no ability to reach consumers directly, and customers are not the assets of brands.

In the past 10 years, there were no big consumer goods brands on the Internet, because the brands didn't really do customer management, but circled on the marketing side. The White Crow believes that "in the future, whether the China brand can really rise, the most important thing is not to do a good job in product and marketing, but the operational ability of customers."

All this needs the support of excellent and reliable new retail digital system, continuous iterative upgrade driven by digital intelligence in the future, and digital intelligence to guide the whole business process. "This is the direction of new retail that Zan understands in the future, and it is also the core thing that Zan's new retail should do today." The white crow stressed.

Youzan takes global marketing, shopping guide distribution and membership operation as growth engines, creating value from public domain to private domain, from store to store, from front desk to back desk, and helping digital upgrade of new retail.