Shulou(Shulou.com)06/02 Report--

Abstract: From November 30 to December 3, the 7th Global Software Case Study Summit (referred to as TOP100summit) was held in Beijing, and Gao Ying, head of unmanned supermarket products from Jingdong, brought wonderful sharing.

In 2017, unmanned retail suddenly exploded into a new tuyere, countless players have entered the game, capital market fanatical follow. According to relevant data, as of November 2018,280 investment events dominated by self-service terminals, community group purchases, unmanned convenience stores, chain convenience stores and unmanned shelves accounted for 61% of the total investment events in 462 investment and financing practices in the unbounded retail field.

On May 13,2016, Jingdong officially established X Business Department, which is an important department focusing on the R & D and application of intelligent logistics technology. Its technical direction can be summarized as "four noes," namely unmanned warehouse, unmanned vehicle, unmanned aerial vehicle and unmanned supermarket. The supermarket is the focus of our talk today.

Gao Ying, product director of Jingdong unmanned supermarket. Responsible for the whole process solution of Jingdong X unmanned supermarket from 0 to 1, planning and designing three sets of overall solutions, including Mini programs, equipment management system, operation ERP system, Face Recognition and track tracking products. Empowering the offline retail industry with artificial intelligence technology and online data to improve operational efficiency and user experience.

Why do you want to do X unmanned supermarket? We're aiming for the pain point.

A manufacturer decides to enter a field, definitely not a hot mind, must have conducted in-depth research on the field, Jingdong into the unmanned supermarket is no exception. Gao Ying said,"Before the project was established, we studied the whole retail history of the world and found that the direction of business evolution has always been to rely on infrastructure upgrading to reduce consumers '' purchase resistance'." However, the development of traditional retail has encountered bottlenecks in reducing consumer resistance to purchase.

So what are the pain points of traditional retail? We can analyze both retailers and consumers.

People, goods and markets are the three core elements of retail, and traditional retail is facing tests in these three aspects. First of all, in the aspect of "people," traditional retail not only cannot perceive and analyze users, but also the management training cost of employees is very high, and it is difficult to control the work efficiency and error rate of employees; Secondly, due to lack of data support, goods selection is often inaccurate, replenishment is not intelligent, and dynamic pricing cannot be systematically and automatically operated; Finally, site selection, because there is no big data for reference, most of the traditional retail site selection depends on manual judgment, which often leads to unreasonable line planning.

For consumers, the problems they encounter are "unavailable,""high price" and "poor service." The lack of retail goods or sku leads to consumers not being able to buy the desired goods in the store. In addition, the solidification of sku will also make it difficult for consumers to meet their fresh needs; because retailers cannot concentrate, consumers may buy items that are higher than the market price; during peak shopping periods, consumers may have to queue for a long time to settle accounts;

All of the above indicate that traditional retail is facing a great bottleneck in development, and the appearance of unmanned supermarket makes many links of retail industry change, among which the application of artificial intelligence, Internet of Things, big data, intelligent robot, virtual reality, blockchain and other new technologies can be said to be aimed at the pain point of traditional retail precisely.

It took only two months. How about the completion degree of Jingdong X unmanned supermarket?

How long does it take for an unmanned supermarket project to land from project initiation? "Jingdong only took two months! "In mid-2017, Jingdong began to put forward the scene demand of unmanned supermarket. In August, the project was officially launched. In early October, the first offline store of unmanned supermarket was officially opened at Jingdong headquarters.

The landing speed is indeed very fast, but the accompanying problem has also come, only two months to land Jingdong X unmanned supermarket completion in the end how?

The complete shopping process of Jingdong X unmanned supermarket is shown in the figure above. RFID recognition technology, Face Recognition, Internet of Things, intelligent monitoring and other technologies are applied in the whole process. After consumers select their favorite commodities in the store, they can complete automatic identification and settlement only through settlement channel. The whole consumption process is non-perception and take-and-go.

Of course, Jingdong X unmanned supermarket is not born perfect, in the development process also encountered some problems. For example, the use of gate-type entrance leads to signal drift, inaccurate positioning of Face Recognition, animal images that may be tied to clothes... For the above two problems, Gao Ying said Jingdong has already had corresponding solutions. First, for the first problem, Jingdong upgraded the gate-type settlement channel without Mini programs to the registration of Mini programs and the sliding door settlement channel; Secondly, in order to prevent the wrong face binding, Jingdong changed the Face Recognition that entered the supermarket for the first time to the consumer uploading photos himself, greatly reducing the error rate.

What is the killer of Jingdong?

As mentioned earlier, there are many players in the unmanned supermarket field, and there are not a few big players. What kind of killer does Jingdong have?

First of all, Jingdong's technology accumulation, research unmanned supermarket related technology manufacturers are many, but few can really realize the landing, the number of RFID technology stores nationwide is not a lot, Jingdong has accumulated experience in technology and solutions; Secondly, Jingdong has accumulated big data for many years, which can provide more accurate customer portraits, potential customer analysis and other businesses for stores; Third, and also the most important point is Jingdong's supply chain and logistics resource advantages.

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