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Introduction: on August 23, "New Retail Forum: re-Revolution of Retail" was successfully held by Qilan Technology and Huayuan data in Shanghai Bailian Entrepreneurship Space. Wu Kai (Xingzhu), chief of staff of Qilan Science and Technology, shared the "Central Taiwan practice of Retail data" and expressed his unique views in the round table forum "opportunities and challenges of New Retail Entrepreneurship".

In the past year, great changes have taken place in the retail industry. "New Retail" can be said to be one of the hottest words in recent years. The quantitative change of technology has begun to lead to "qualitative change", and the competition for technology has also become the key for retail enterprises to enhance their core competitiveness.

On August 23, 2018, the theme forum "Retail Revolution: technology-led Retail Revolution" was successfully held in Bailian Entrepreneurship Space. The forum attracted more than 200 big data, artificial intelligence and retail industry investors, entrepreneurs, industry representatives, brand representatives, technical experts, university scholars and other professionals.

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Wu Kai (Xingzhu), 8 years of data product exploration and innovation experience, domestic senior big data product expert. The industry covers four sections: medical big data, e-commerce & marketing big data, big data platform management and urban big data. He used to be the head of the data platform product and operation department of Alibaba Group, responsible for the management and operation of 10 + product lines, serving more than 6 million enterprises and an annual transaction volume of more than 3 billion yuan.

The following content is sorted out by Wu Kai, Chief of staff of Science and Technology of Qilan.

First of all, from the macro point of view of the comparison between the evolution history of human retail and the development process of retail in China, Wu Kai shows the biggest difference between new retail and traditional retail, that is, traditional retail is the change of production led by technology and the change of consumption mode guided by production change. on the other hand, the new retail is reverse pulling the production change.

It is this reverse traction that has brought about three modes of change in the retail industry.

Change (1): new "people", "goods" and "fields"

The original data of the retail industry is coarse data, based on empirical supply, based on sub-channel scenarios, and based on fuzzy consumers; now it is fine-grained live data, which can be obtained online and offline anytime and anywhere. The general characteristics are digital consumers, on-demand intelligent supply and ubiquitous scenarios.

Change (2): (goods + services + content) + more demand

From the perspective of consumers in the past, such as performance-to-price ratio, price demand, product function, durability, retail service, etc., the functional demand of the service itself in the experience is very small; now, under the new consumption demand, there are higher requirements for the experience of goods and high participation in content, which includes more sense of participation and sharing, communication and cultural identity. New changes in consumer demands can be seen from targeted product discounts, seamless integration scenarios, standby services, intimate personalized services, and so on.

Reform (3): global marketing with consumer operation as the core

Many front-line brands and retailers do not know their consumers, most enterprises do not know who the goods are sold to, and are unable to obtain data from channel vendors and final distributors; at the same time, many enterprises with low consumption frequency, there is a situation that data visibility can not be used continuously. Now, due to the application of WeChat Mini Programs and the emergence of new forms of interaction, brands and retailers can communicate with consumers all over the world, and can collect all kinds of data through various channels. through the full link of consumer cognition, interest, purchase, loyalty and feedback, the data has become visual, traceable and optimized, and brand strategy, brand communication and brand operation have been fully supported.

The influence of Retail Technology on Retail Business

Now, with the application of AI technology, in the physical experience store, bring new experiences such as human-computer interaction; data collection has also become different, real-time recording and analysis of behavior data can provide more reliable data for sales. Through the big run fat, box Ma Xiansheng and other physical store research found new trends, they redefined the hypermarket, the original is to the store, now is the integration of stores and warehouses. It is not only a place for customers to shop, but also a place for experience; it is not only a delivery warehouse shared by the B2B supply chain, but also a pre-warehouse for an hour to get home. In addition, online platform Tmall launched special areas such as "online Celebrity Commodity list" and "Intelligent Mother and Child area", using online data analysis to help Da Yun Fat optimize its category layout. at the same time, the interactive big screen in the mother-and-baby area helps the online Tmall brand store for drainage.

When it comes to the impact of retail technology on retail business, Wu Kai mainly cited two cases in the industry.

1. Typical case (Shang Chao): the business transformation of Da Runfa

The entire data center system of Da Yun Fat is probably divided into several layers of structure, the bottom layer is the infrastructure level, and there will be two layers of business center and data center on top of it. Business Zhongtai is in charge of unified membership, goods, inventory and marketing, while data Zhongtai recommendation service, personalized push service, after-sales satisfaction service and so on.

The core of the business transformation of RT-Mart is to provide a unified member center, commodity center, inventory center and marketing center for the operation of multi-channels (Taoxianda in Taobao, Youxiang APP of RT-Mart, offline Shang Chao and WeChat Mini Programs). At the same time, the upgrading of traditional data warehouse gives the business system the ability of big data. Such as thousands of people thousand noodles of commodity recommendation, fine store management, personalized push and so on.

2. Typical cases (large groups): the development of "business center" and "data center" in the industry.

The first platform for Ali data sharing is also three times. The data 1.0 era first describes the past and does it according to the results, such as the passenger flow statistics of physical stores. But everyone interprets the data differently and the effect is limited. In the era of data 2.0, when it developed into advertising and personalized recommendations, there were tags and imperial kitchens. In the era of data 3.0, consumers, people, goods, markets and other data are all turned into labels, and all data can be used.

Wu Kai said that the calculation of tags is not a simple zero-sum one, which is also the biggest difference between Internet enterprises doing finance and traditional enterprises doing finance. Traditional enterprises are more in pursuit of certainty, zero is zero, one is one, Internet enterprises do not pursue much, it may seem like this. Today we see two core things, the first is the consumer tag system, the human or field tag system, and the human tag ID; is the application of data. Internet companies used to do it, but now retail enterprises are starting to do it, which is the trend of new retail development.

Wu Kai shows four scenarios on the basis of summarizing the development of new retail.

Scenario (1) Personalized push-customize the content according to the audience to improve the notification opening rate

Scenario 2) Precision marketing campaign presentation-customized content according to the audience, so as to increase members' participation in activities

Scenario (3) Personalized recommendation-customize the display content according to the user's individual, so as to improve the click rate of the content

Scene (4) comment data mining

Finally, at the round-table forum on "opportunities and challenges for New Retail Entrepreneurship", Wu Kai said that the most difficult part of enabling new retail is the behavior data collection of offline people. the second is the question of how to get through and how to really combine retail with data scenarios. He also mentioned that a very important prerequisite for meeting these challenges is that business experts, system experts and data experts must be together with a very strong drive to achieve success. and this kind of internal production relations drive is not easy to complete at once. As for the prediction of the development of new retail in the future, he believes that technology-enabled retail will eventually disappear invisible and return to the experience of human nature itself, which is a relatively clear trend.

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