Alibaba, Tencent harvest retailers after the battlefield, how can “open” cards be played?

2018-07-13

Text   |  a ringing bell

Source   |  technology to order (xiangling0815)

Recently, “China retail Digital Innovation Conference” was held in Shenzhen, during which Xie Jian, President of the Red Star Mei Kai Long company, asked five dialogue guests, and the traditional retailing was to stop in Ali and Tencent. No one answered directly, but the statement given by CEO Zhu Wei, a new retail industry group, was sincere, he said: ” At the moment, it is not the most important of the station team to stand on the line. As the industry head company, the first thing to consider is how to deal with the change of consumers and do it well, which is more important.

In fact, although Ali and Tencent have taken the initiative in the new retail business, the new retail structure has not been set yet. Moreover, as the concept of new retailing is becoming clearer, traditional retailing has gradually explored the third ways of hosting Alibaba and Tencent.

After  , Alibaba and Tencent harvest, new retail business is showing new development trend.

As a new year that has just passed the year, it has shown a large enough growth market of the blue sea – “new retail”, Tencent, Ali has opened a round of food war. The direct result is that the industry has entered a new stage of development.

1, Ali, Tencent compacted, resulting in shortened new retail channel

In the new retail layout, the former Ali has leveraged Sanjiang shopping, big run hair, Nanjing central shopping malls and other retail “war groups” by the force of Ma fresh and Yintai. In February this year, the “new retail” experiment was opened with second major shareholders, and the Tencent started the “wisdom” with an open letter. Retail “strategic layout, this year has quickly signed the Yonghui supermarket, Carrefour, Wanda business, BBK, the home of the Hai Lan, Huarun and other partners; the war quickly spread to the whole retail industry.

Just as the saying, “the old and the old two, the old three, the dead old four”, Ali and the Tencent’s new retail dispute, the most direct result is the traditional retailers “half of the sea half of the flame”, they saw Baisheng, Martha, Beichen shopping center Asian Sports Village shop and other peers, while worrying about I am unable to find the new world with the map of the old world, and finally abandoned by the times.

Of course, at the same time, Ali and Tencent are speeding up the pace of the traditional retail embrace of “new retail”, but also making the new retail track “shorter”: with the disappearance of the online bonus, the rise in operating costs, the change of people’s consumption habits, and the gradual maturity of mobile payment, visual identification and other related technologies, a comprehensive new retail retailing is made. The era is accelerating, leaving less time for those traditional enterprises who are hesitant in the new retail transformation.

2, after Tencent and Alibaba, it doesn’t mean there is no other way to play.

On the other hand, although the giant contend has become quite boiling, the more real fact is that the big cake with a total of 36 trillion and 630 billion yuan in 2017, even if it is such as Ali, Tencent and other capital giants, is also difficult to swallow. According to the data of the first half of 2017, the total market share of the top ten retailers (big stores, supermarkets and convenience stores) is less than 40%, which means that the retail market in China’s social consumer goods presents a “big and scattered” situation. In the words of Wang Tian, chairman of BBK group, “the concentration is very low, and the scale is 100 billion.”

So we see the chairman of the millet chairman Lei Jun claimed that “to August last year, millet home line accumulated over 15 million 700 thousand passengers, single store monthly sales of 5 million 190 thousand yuan, annual Ping effect only next to Apple retail stores, up to 270 thousand yuan.” In the same way, the music language of “new music mode” has more than 2000 stores in the country and more than 100 Brookstone stores, and it has created a record of over 200% of the highest annual growth of the single store, and set up a new banner of retail sales from Ali and Tencent.

At a summit in January this year, King BBK filled out a metaphor, “I feel that Ali’s new retail is an apple system, and you play along in his closed system; the Tencent feels a bit like Android, and everyone is playing each other.” The biggest difference between the two systems is: Ali strong intervention, strong control; Tencent, the outside world is thought to lack deep tillage in the retail side, can provide relatively light opoppression for offline retailers, but this loose alliance way, whether it really can pry the traditional enterprise “new retail” transformation is uncertain. Therefore, retailers do not have the choice of “two choices”. They have the opportunity to give full play to their unique advantages and form the “third camps” headed by themselves.

3, heavy rain, small format become a new way of new retail transformation.

In this process, there is a special phenomenon: the past and the unheard of the small business suddenly rise suddenly, and with its flexible characteristics, a unique way, broke out of a different from the big store “new retail” road. For example, the 3 year old legend has won the 200 million yuan A round of financing of Sequoia Capital, and its valuation is more than 1 billion yuan.

Other unmanned convenience stores, unmanned shelves, unmanned surface houses, and unmanned cafes are becoming more and more popular. The foreign giants such as WAL-MART, Metro and Carrefour have joined the small business. Tmall stores and Jingdong convenience stores, to say nothing of another small format, are sweeping all kinds of small stores in China’s three or four line market. The capital has not stopped, and a lot of notes have been made, such as the genuine capital invested in a batch of start-up companies such as sweeping goods, CityBox, Hami box, cup coffee, Kyi blue, first class interconnection.

Small format has become a hot spot for offline competition, and has grown into the most promising and most viable mode of business in real business.

In this way, Ali, the Tencent plus other new retail players, seemingly a “Romance of the Three Kingdoms”, although those who do not have a temporary queue seems to be scattered, but almost all is a model of the hegemony of a party. Retailers who do not want to be forgotten have suddenly discovered that they can find new retail windows through their own exploration. In this process, joint upstream and downstream, with the “joint opening” trend, facing Tencent and Ali’s “erosion” has also become the most sensible choice for retailers who are not standing in line. So the oldest slogan in the Internet Ecosystem: “open” has been moved onto the new retail table.

  “open” has come, Ali, Tencent outside the new retail gameplay can be?

Although opening up has become a new topic for retailers, how to do it concretely?

As a matter of fact, as Xu Min, President of the media and brand operations of P & G, and President of electronic commerce, said at the 2018 China retail Digital Innovation Conference, “P & G is looking forward to doing three things with the retailer, which is data sharing, scene co construction and marketing innovation. We hope to break the data island and look forward to it. Retailers and partners are pouring new impetus into new consumption and new retail era. Alibaba and Tencent retailers can play three such cards on opening up.

First, the data is open, the wisdom of the upstream enterprise can be given

Although the retail enterprises have mastered the data of payment and product sales, they are only the “result” data produced by the user’s purchase behavior, and the collection and processing of other data of the users needs to be made up.

As a result, retailers need to use big data and other tools to discern the needs of consumers and form a more comprehensive and comprehensive consumer portrait. Specifically, this includes three points:

1, the reconstruction of the three elements of human, cargo and field. Large stores and convenience stores are tangible fields, and e-commerce is an invisible field; and the application of mobile payment, large data and other technologies to remould and reshape the “field” will also improve the efficiency of commodity circulation and user needs, such as the Starbucks workshop, the fresh mode of box horse and so on, and the new retail can also turn “goods” into demand. The supply of “digital goods” will not be hoarded, the whole value chain is transferred from the supply chain to the digital chain, and people, goods and fields become digital consumers, supply by demand and the integration of online and offline consumption scenes.

2, consumer data to achieve precision retail. From head products to long tail products to personalized products, from commodity management to customer management, the precise retail era has arrived. Retail chains in the past could not know consumers’ personalized buying behavior, so they could only be standardized to reproduce, forming a “store side”. The new retailer can create user profiles through big data, so that we can understand ourselves better than customers, so that we can meet individual needs and achieve thousands of stores. Through the “customer data collection and service system” to analyze the consumer’s love for the product, and through the layout of 100 buyers, visit 28 countries to collect consumer favorite intelligent new products, to accurately meet the consumer experience needs.

3, store data to improve operation efficiency. In addition to portraying consumer pictures, data can make shop intelligent retail. Through the processing of core data such as store number, experience, turnover, growth rate, stock and cash turnover, human effect, Ping effect, revenue, Maori and other core data, the business problems or improvement methods are obtained. Data optimizes the product category, supply chain and channel, so as to enhance the competitiveness of the supply chain and greatly improve the operational efficiency.

Two. Open scene, deep fusion of complementary scenes

The offline channel has the opportunity to create more scenes, with more opportunities for deep experience, and it is a waste of resources to stare at shopping scenes like before. If the retailer creates more content for the consumer, creates a shopping scene that meets the social needs of the consumer, or creates a playground like home play consumption scene, not only the consumer products, but also the consumer to consume a variety of content, let themselves touch the consumer and allow retail contacts. Become more full and rich.

The “restaurant + business super” and the “novelty experience + consumption” of Yue language are such models. The music language, which combines the 50 years’ history of the three cell group, has been transformed from the construction of the category ecology to the management of the “mobile phone + new Qi music + wonderful health” from the construction of the category ecology. On the other hand, from the simple 3C consumption to the new joy product experience, and then to the big health management, the scene is integrated. The active exploration in the aspects of product optimization, channel change and scene integration has also realized the promotion of passenger flow, the promotion of sales, the decline of operating cost and the reconstruction of the product ecology, which also made the music language the enterprise of China’s 3C industry increasing and opening the store on a large scale.

Three, operation cooperation, cross-border marketing and intelligent operation

Transboundary marketing is a cross boundary such as BELLE and the same uncle. A good IP is of great commercial value, and it can quickly attract the public’s attention, so when a IP is combined with the retail industry, it can bring real profit, which seems to be a “logical necessity”.

The music language Brookstone “Beijing Aegean Sea” has seven top world VR entertainment equipment, more than 10 game equipment, and thousands of mobile phones, new exotic and intelligent products in the world. By creating “intelligent hardware” IP like “Disney”, the music language lets the shoppers want to play, play, play for a long time, and then buy more.

Of course, deeper or more ecological operations, such as smart TV, extended to smart home, and extended to family health management, and when we take the new retail operation into such an ecological environment, it will be a very worthwhile direction to explore.

The “good health” of the music language is such an ecology, with a wonderful health APP of 30 million registered users, and “health management”, the best way to communicate with customers – because customers may refuse to sell goods and concessions to him, but it is difficult to refuse to give him free health management. By connecting users’ health, blood pressure, blood sugar, and “healthy consumption”, such as “new health hardware, new electronic health products”, users can be attracted to the store.

In a word, the retail change caused by the reverse traction of the consumption upgrade makes the traditional retailer can’t run, and only the joint open can produce the bigger “fruit”.

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