Shulou(Shulou.com)06/03 Report--

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Author: nan Zhi

In the early warm-up, Ali has launched a series of activities, including the live streaming of the 8-hour "watch and buy" fashion show in Shanghai, where consumers can order anything they see on the catwalk in real time online; as well as the Buy+ shopping experience to be launched on "Singles' Day". From VR and AR shopping to personalized experience, from live streaming to the use of big data, the most exciting thing about this year's Singles Day is that it may change the way people shop and open up the retail model of the future.

Consumer experience as the core

According to the "Top 2015 Chinese chain 100", 55 per cent of enterprises' net profits declined in 2015, with new stores opening 16 per cent lower and closing stores up 39 per cent year on year. Rational store opening and active store closure have become the common voice of the industry. Experiential shopping is even more used as a weapon for transformation and self-help. In front of Wanda, SUNING, Le Yu and other active adjustments, followed by Tianhong, Bubugao, Tianhe City and other supermarkets to speed up the construction of commercial complex. The development direction of new retail is to reshape the business model with user experience as the center, through commodity operators.

In order to improve the user experience, in this year's "double 11", Alibaba has taken a step forward in the integration of all channels on the basis of commodity access, service access, and membership access. More than 1 million stores will be opened online and offline, and nearly 100000 stores will be fully digitized.

Online e-commerce and offline retail are merging to form an "omni-channel" form. In terms of demand, people are social, always have to survive in the offline physical space, people do not have to shop, but need to party and communicate. Bring online users to offline in-depth experience, generate the connection between brands and users, offline customers precipitate with the network platform to facilitate user communication and re-purchase.

Enterprises through the establishment of virtual reality, the busy shopping street to the Internet, consumers can sit at home to experience a variety of goods, and then click to place an order. Users' consumption habits have gradually changed into a model of "from home to shopping, from shopping to playing, playing while buying, buying while experiencing". In line with the trend of user consumption, it should be a new retail model with the integration of both online and offline. The new experiential consumption model will become the mainstream of the future market.

Big data based on application

Jack Ma has said that Ali is no longer an e-commerce company, but a data company. Given that Ali has data on hundreds of millions of Chinese consumers, this may be true. By mining data on its e-commerce, social sharing, payment and location services, Alibaba can help retailers create a personalized experience for each consumer. This is what Ali plans to do on Singles Day.

Big data creates new opportunities for brands to interact with their users. Retailers can customize their stores, products they sell, and marketing content, so that every consumer will see personalized search results and product recommendations when they open the Tmall app on their mobile phone. Big data uses the platform to provide dealers with feedback on the needs of users, so that brands can design and produce products that better meet the needs of consumers.

Having the data means that it has the lowest-cost channel of direct connection and push with customers behind the data, and the lowest-cost channel for high-quality service content based on data analysis, and the relationship between merchants and customers is no longer a passer-by. Merchants' goods have become a part of customers' lives, and there is a direct connection between them. This is the way to change the traditional buying and selling and payment scene through Internet + in the future.

Non-intrusive data collection, efficient and accurate user profile-based services and shopping guides, timely and synchronized retail support artificial intelligence tools for sales staff, as well as big data-based scientific decision-making advice for managers, these are the core of the new retail scene. The future retail will be customer demand-oriented cross-brand shopping guides created by big data and the Internet.

Integration of industrial ecological chain

JD.com and Ali are typical retail + industrial ecological chain integration model. In addition to being a retail platform, it also provides warehousing logistics services, supply chain financial services, IT technical services, integrated marketing services and so on. The future will focus on the retail + industrial ecological chain integration model of upstream and downstream commercial partners.

Take Alibaba's Taobao self-employed and C2B as an example, Taobao pays attention to the survival of downstream self-employed merchants, so it has become a "omnipotent" shopping search platform. C2B pays attention to upstream merchants, suppliers can customize and provide goods quickly, connect closely with the market through the Internet, and communicate flexibly with consumers at any time, and have made great achievements. Ali's case tells us that the new retail focus on people, including upstream and downstream business partners, this is a typical ecological thinking: to achieve others, you can become yourself.

To create an all-channel new business type with cross-border integration is the development direction of the retail industry in the future. The core resource it competes for is the customer, especially the customer's stickiness, which will be the key to open the new retail. E-commerce opened physical stores, brick-and-mortar businesses made efforts to buy overseas, and food was sold in bookstores. Cross-border has become a new trend in the retail industry. Shopping malls sell goods is a means, the future resources are data, passenger flow, traceable service and communicable passenger flow is really valuable. At the same time, we have entered a great era of integration.

This article is original by [IT strategist]. For reprint, please contact this official account for authorization.

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