Where there is new retail, there is old retail, and where there is new retail, there is a pioneer. The pioneers are Ali's "Mr. Box Horse" and Yonghui's "Super Species".
So we think about new retail together from the following two aspects.
First of all, review the development history of retail industry.
Second, the birth of new retail and the reconstruction of retail triangle.
Understanding the course of history is very helpful for us to see things at a certain point in time.
The history of retail development needs a basic mode of thinking, or a basic perspective to observe.
For the history of retail development, the underlying logic of old retail is interpreted and abstracted by "meeting customer needs".
The cornerstone assumptions of the old retail are "cheap", "convenient" and "multiple choices".
"Cheap" means to draw a point on the user's perception of price information, indicating that the user wants to buy something cheap.
"Multi-choice" refers to selecting "one" from the commodity information perceived by users, that is, users want to have as many choices as possible.
"Convenience" is a feature abstracted by users from retail location information, and it is users' preference for convenience.
"Cheap", "convenient" and "more choices" are customer demand triangles.
We use this retail triangle to interpret all its business models and how it meets the needs of these users step by step.
First, the traditional retail-1.0 era
In 1980s and 1990s, the earliest stage of the development of China retail industry was embryonic form, and there were three typical formats in the market.
Second, modern retail-2.0 era
Modern retail is the first leap in retail, and it is an era of letting a hundred flowers blossom. It tries to meet two angles and has the ability to try to meet two needs.
At the same time, the retail era of 1.0 is also evolving.
Third, e-commerce retail-3.0 era
E-commerce retail is the second leap of retail industry, which meets all the needs of the retail triangle.
The three stages of retail development are all based on the iterative development of satisfying customers' "cheapness", "convenience" and "multiple choices".
With the emergence of Pinduoduo, goods can't be cheaper. Can't it be given away for nothing?
With the appearance of commuter riders, the goods have been delivered home. How can it be convenient?
There are so many goods on the internet that you can't choose and imagine?
The understanding, dissemination and purchase of goods have all been transferred to the Internet.
E-commerce retail has fully satisfied the "retail triangle", and at the same time, the level of commercialization, informationization and supply chain have reached a peak.
Is there no room for development in retail industry? Absolutely not.
Are the above three stages of retail based on "cheapness", "convenience" and "multiple choices"? Analyze the potential needs of customers.
However, the needs of customers will change constantly, or there will be deeper needs or more subdivided bottom needs.
E-commerce retail is not satisfied, and there are still "several dark clouds" floating in its sky.
A few dark clouds in e-commerce retail
First, the "retail triangle" has excessive performance, such as surplus goods and cheap prices.
Second, the service and access of non-standard goods are difficult, and it is difficult to go online, such as high-end clothing.
Third, the lack of scene experience and offline environment.
New retailers are constantly reconstructing and trying to make mistakes.
First, the format, "unbounded retail", online and offline integration.
Second, meet the new demand, tear down and rebuild the retail triangle, and reinterpret the user's demand.
Third, infrastructure has entered a new era. Commercialization is represented by "branding", informatization by "DT+AI+IOT" and supply chain by "intelligence". This is an opportunity for new retailers to innovate the whole environment and framework.
What is the cornerstone assumption of new retail? What framework is used to interpret users' needs?
Discount means that customers don't need everything to be extremely cheap, but need something with a discount, which constitutes the reason for buying.
It is best for customers to hope that merchants can give them good choices and limited choices, and it is enough to meet their needs in one dimension.
Experience is a process in which customers can experience 30 minutes of on-site service, and they also need a good offline experience to enjoy shopping.
New retail triangle, new "user demand", find a new balance of economies of scale.
What is the level of infrastructure such as commercialization, informationization, supply chain and urbanization in the new retail era?
Commercialization level
First, supply and demand are asymmetrical, and many things are produced, but some demands of consumers are not met.
Second, in the new consumption era, commodities need to rebuild their purchasing reasons.
? For example, instant noodles dropped sharply in 20 17, and the reason for buying instant noodles was to satisfy hunger, but now? Good-looking or delicious or taking instant noodles in Tik Tok?
Third, enter the era of personalized consumption and mass customization.
Informatization level
First, AI artificial intelligence
Some scenes, such as takeout, can be accurate to the estimated number of copies of a dish in each store every day.
Second, big data.
The new retail era is the result of big data.
Third, the Internet of Things IOT
There will be a large number of IOT devices in the store, which can collect user behavior and truly realize the service ability of thousands of people.
Supply chain level
First of all, flexible manufacturing can meet consumers' demand for better and higher quality things.
Second, there is no distribution, basically entering the state of direct sales, and basically opening their own stores.
Third, instant delivery and door-to-door service.
Fourth, stores are warehouses, transit warehouses+pre-warehouses, and commodity inventory integration.
urbanization level
First, thousands of mobile Internet media.
The new retail subverts the abstract cognition of the retail triangle to users' needs, and tries to achieve the next retail era with new means.
How does Box Ma Xiansheng, the pioneer of the new retail industry, constantly reconstruct the retail triangle and try and make mistakes?
Combined with the company's current situation, how should 20 19 keep trying and making mistakes in Internet, omni-channel and supply chain?
Combine today's content and think together next time!