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

On May 22, at the Tencent Smart Retail Forum and Digital Summit held in Kunming, Tencent Smart Retail proposed "super connection" based on all-contact management system for the first time. Lin Yuanhua, vice president of Tencent and head of smart retail, said at the smart retail show that in the next stage, Tencent's goal is to build a digital user-driven all-contact retail with "hyperconnection" as the growth engine. In the "hyperconnection" strategy, it includes online, offline, social and commercial contacts, among which offline contacts include offline stores of retail enterprises.

Compared with previous retail models, "hyperconnection" has three characteristics: privacy, high efficiency and temperature. That is, through the integration of online and offline directly connected users to form a short-chain closed loop of transformation and transaction to help businesses precipitate digital assets and carry out all-channel digital management. At the same time, through technology and pan-entertainment IP to create more social scenes, give users a warm experience.

In fact, before Tencent put forward the concept of "super connection", the omni-channel retail service provider has already formed a "people-oriented"super retail" with the super retail system as the core.

A hundred years of commercial "super law"

Throughout the history of nearly a hundred years of business development, we have summed up the "super law": since the first industrial revolution, science and technology have become the primary productive force, and the invention of the steam engine has made the business no longer limited to its feet. there has been a "super store" that brings together many categories of goods, and offline commerce is booming. With the development of the Internet, "super platforms" such as Taobao, Tmall, JD.com and other "super platforms" that gather an extremely large number of traffic have emerged, with a strong momentum of online development; in the information age, the emergence of "super platforms" with business capabilities such as Toutiao and Wechat makes social interaction ubiquitous. The "super connection" strategy of Tencent Smart Retail is to link these contacts together to promote transformation.

In fact, in today's new retail era, businesses need to focus on the development of "people" and regard "people" as the "lifeline" of business development, no matter under the store, platform or ecology. Merchants need to "set up their own doors" and build their own new retail platforms, such as offline physical stores, online online stores / micro-malls / Mini Program / APP, etc., so that users from various channels can eventually be transferred to APP, precipitate their own super user groups, and master "people" in order to achieve considerable development.

Super retail system helps omni-channel super customer acquisition and precipitation.

The relationship among retail people, goods and markets is essentially a connection. How to establish a digital connection between people, goods and markets?

Merchants need to open up all channels and take the initiative to obtain users from various channels, including "Skynet"-online platform stores, "ground net"-offline physical stores and "Renren"-social e-commerce, to build an all-channel customer acquisition system of "Tianluodi". After opening the channel with customers, merchants need to carry out store socialization. today, store socialization in brick-and-mortar stores is not limited to the spread of word-of-mouth between customers and customers. we can also carry out "full socialization" through shopping guides, joint creators, consumers, community leaders and other salespeople, with the help of diversified marketing methods such as information topics and commodity services. Guide customers from the "high seas" such as "super stores", "super platforms" and "super ecology" to their own "private sea" to accumulate stocks After customers enter the business "private sea", how to maintain stickiness with it? Merchants need to carry out more diversified scene marketing, such as scanning the code of stores to buy goods, quick delivery of goods, etc., to continuously increase the frequency of customer consumption. When the stock accumulates to a certain extent, merchants can further extend the product line. in addition to commodity categories, knowledge and services can also be extended, not only to sell their own goods, but also to join the public supply chain to sell other household goods and public goods. tap the deeper consumer demand of customers and further expand the incremental market of stores.

In this process, slipping to the store to get customers intelligently plays a vital role: Mini Program / Mini Program contributes to marketing fission, strengthens the connection between people, and forms a "super ecology"; it leads traffic from all channels to independent Mini Program and precipitates "super users". On the basis of "people-oriented", at the same time deeply cultivate "super store" and "super platform"-intelligent store management, through store data management and intelligent scene integration, to create physical store "super store" to enhance shopping experience; Quan Canal passes through ERP to open up all-link order coordination and data management, docking "super platform" and gathering traffic. Stroll to the store "people-oriented" super retail system, through the organic connection of people, goods and markets to build an independent business system of the enterprise.

From the "hyperconnection" of Tencent to the "super retail" of the store, we can see that digital operation is becoming more and more important in today's business system. Stroll to the store omni-channel retail service providers to help businesses establish an independent digital operation system and help them to go more steadily and further on the road of new business and new retail.

Original link: www.zsyncmall.com/html/xwzx/xydt/93.html

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