A series of data from China News on May 13th in April can already see a clear recovery of the domestic economy. On May 13, Wang Junzhou, President of Gome Retail, said in a program that in the face of the epidemic, Gome used Internet tools to explore new development paths through a diversified model of online "community + live broadcast" and offline live experience. Stimulate the release of consumer potential and inject vitality into the country's economic development.

All members cross the border into live broadcasters

  In the program, Wang Junzhou and host Zhou Yun and financial commentator Bao Ran discussed in depth the industry thinking and transformation since the outbreak.

  In a special period, the transition should be "short and fast". After the outbreak, more than 2,600 Gome stores and Gome employees actively tried the "community + live broadcast" transformation. Wang Junzhou said that from the group vice president and business manager to the branch general manager and store clerk, "fully explore the potential of everyone to bring goods and social marketing", several large-scale activities came down, sweeping away the performance haze brought about by the epidemic.

  The few activities mentioned by Wang Junzhou are indeed remarkable. For example, in March, the "Black Live" marketing campaign's heavy link "Super Live Broadcasting" had a 3-hour turnover of 113 million yuan; "May 1" cooperated with CCTV News on the same day, and the live broadcast at the store created a 3-hour belt. A record of 528.6 million.

  Currently, among the troika of investment, export and consumption, consumption has become the main driving force for the economy. In the first quarter of this year, the contribution rate of consumption to economic growth was as high as 65.1%, which was the biggest contributor and the force that dominated demand.

  Expansion of domestic demand also requires multiple means to increase consumer desire. In the live broadcasts during the Spring Festival, Meng Lei, general manager of Gome Henan Branch, added a fire to Gome, which has just transformed live broadcasting-Meng Lei moved the live broadcast room into his own kitchen, and "eat broadcast" through the "late night canteen" Way to recommend small household appliances for users. Meng Lei, who has worked in Gome for more than 20 years, has displayed the functions of home appliances through gourmet production. While letting users "slobber", sales performance has repeatedly reached new highs, which has also increased the happiness of life for more and more users.

  Compared with professional online celebrities, the cross-border live broadcast of Gome's traditional sales staff is more professional. Wang Junzhou said that from the supply side, to meet market demand, at the same time, select employees suitable for live broadcast, and train them for grooming, network language, etc., plus the accumulated professional experience in electrical appliances, only one Field after field of high performance brought goods live broadcast.

  "The store becomes a live broadcast scene, and the traditional salesperson becomes a live broadcast master. This kind of 'mix and match' is particularly good." Bao Ran, who is connected with Wang Junzhou at the same time, said that he has deep knowledge accumulation and professional experience in a certain field, and adapts at the same time. With the expressiveness, affinity and appeal of social marketing, the formation of a rare IP effect, a collection of professional + professional anchors, "Meng Lei is very consistent."

Stores will carry more functions

  Since the resumption of work, Wang Junzhou has made a lot of thinking about the future direction of enterprises. On the track of the new economy, Gome has more long-term plans. "On the basis of sales, stores will also assume more functions." Wang Junzhou believes that with the establishment of 160,000 communities, Gome's "to store, home, online, community" multi-form retail model has been officially established.

  "In the future, Gome will continue to open stores, using stores as scene experience places and service places." Wang Junzhou revealed that Gome's future urban stores will carry more scene experience functions, and community stores will be closer to users, focusing on service touches. To achieve the function in order to respond to the user's service needs in the shortest time.

  For example, Wang Junzhou said that on the day of the Huawei P40 mobile phone launch, the Gome community store took the phone from the door in 18 minutes. "After receiving the order, the store staff took the mobile phone and sent it to the neighboring community." Such response time is only the community store. The pre-position can be done.

  Bao Ran is full of expectations for the transformation of Gome stores. He believes that based on 160,000 communities and offline stores, "Gome stores that will continue to develop in the future are not only experience centers and service tentacles, but also based on user transactions and service two-way data interaction. Become a data base station of Gome. "

  For example, after a user purchases a water purifier, Gome will monitor the service data of the water purifier after the service is started at the same time, and come to the door in time to replace the filter element. "Small actions that seem insignificant are actually the result of data analysis and exchange."

Promoted to "New Retail Infrastructure"

  For a better life, China's economy has doubled. Behind the consignment list is actually the supply chain capabilities, logistics delivery capabilities, grid community marketing capabilities, home service capabilities, and professional shopping guide capabilities that support Gome's completion of live broadcasts one after another.

  In fact, combined with digital technology, Gome doubled the efficiency of the "retail infrastructure" and was promoted to "new retail infrastructure". As far as logistics capacity is concerned, the use of Yuncang has helped Gome to realize the optimization of warehouse rent of 290,000 square meters, saving more than 20 million yuan in rent, the amount of standing inventory decreased by 220 million, and the passive allocation rate decreased by 12%.

  Under the "matching" of the "new retail infrastructure", Gome accelerated its cooperation with the Internet e-commerce platform and boosted consumption through synergy. During the epidemic, Gome successively reached cooperation with JD.com and Pinduoduo. Among them, it reached capital cooperation with Pinduoduo. Through mutual business complementation, Gome provided Pinduoduo with a full amount of goods on shelves, logistics services and after-life service for the goods.

  Gome's "New Retail Infrastructure" has full access to Pinduoduo, helping Pinduoduo to improve user experience and meet the needs of users' consumption upgrades. Bao Ran believes that for the growing Pinduoduo, the endorsement of brand and reputation is urgently needed. Gome's long-term accumulation of goodwill and full amount of goods, logistics and post-service will effectively improve Pinduoduo's brand image and credibility, and help Pinduoduo to go More practical and further.

  "When the products posted posters of" For a Better Life "are delivered to users, we see happiness and happiness." As Wang Junzhou said, home appliances are not just a commodity, but also help improve the quality of life. And life happiness.