Expanding online and offline channels to provide high-quality and convenient services. Physical stores seek home improvement (consumption window · reducing the impact of the epidemic and stabilizing consumer consumption⑤)
Recently, Beijing Xiushui Street Building resumed operation. The picture shows an operator selling goods through a mobile phone live broadcast.
People vision
Core reading
Affected by the new crown pneumonia epidemic, the consumption scene has accelerated to shift online, and store-to-home business and digital retail have ushered in new opportunities for development. Offline physical stores must keep up with changes in market demand, develop online sales models, take advantage of multi-channel and full-scenario advantages, and accelerate the realization of digital transformation and upgrading
Force online scene
Entering third-party e-commerce platforms, live streaming, WeChat group marketing, and launching a small program mall, physical retailers accelerate the deployment of online and home business
"Although the number of outings has been reduced, you can watch the live broadcast at home. The anchor will introduce the basic situation of the product and also conduct a product trial. If you feel good, you can click the purchase link in the live broadcast room to place an order online and be delivered by the nearest physical store. It feels very convenient! "Wang Qing, a resident of Hangzhou, Zhejiang, recently became hooked on watching live broadcasts and cloud shopping.
During the epidemic, offline stores such as supermarkets and shopping malls were impacted, and people ’s consumption scenes accelerated to shift online. Consumers changed from “choosing and choosing” in physical stores to “spotting dots” on mobile phones. In order to meet people's multi-scenario consumption needs, they have settled in third-party e-commerce platforms, live streaming, WeChat group marketing, online mini-program malls ... physical retailers speed up their online business and home business.
Chen Xiaodong, CEO of Intime Business, said the live broadcast broke time and space constraints. It turns out that department stores open at 10 am and close at 10 pm, which usually only radiates around 10 kilometers. The live broadcast can open 24 hours a day and attract a large number of new customers. Some new customers do not have Intime in their cities. They learned about Intime through live broadcast, and then placed orders from e-commerce platforms.
In March, offline stores have resumed business one after another, and the live guide shopping guide has entered the stage of combining live broadcasting at the counter with live broadcasting at home. Chen Xiaodong believes that live broadcast is not only a rescue measure during the epidemic, but also provides a new idea for offline retail companies. It is likely that the live broadcast of shopping guides will be normalized and scaled up in the future.
Ten WeChat groups, more than 5,000 regular customers, and hundreds of people consult. This is the daily work of Carrefour Tianjin Haiguang Temple store manager Li Li as an "online pusher." "The epidemic has left many people at home, and today's young people are also more 'homes'. Traditional stores must make great efforts to develop online sales channels." Li Li told reporters that for high-viscosity WeChat customers, she would The customer needs to adjust the selection category in real time; for the circle of friends, it wins with quality, and only recommends one popular discount product every day. Under the premise of "do not disturb" and "do not brush the screen", gradually cultivate the habits of ordinary customers.
"If you want to do online promotion, you must accurately recommend products for different types of customers, rather than extensive" brush screen "." At present, Li Li has more than 100 orders online every day, and with good service reputation The number of customers in the WeChat group is still growing.
Gao Shulin, chairman of Rainbow Shopping Mall Co., Ltd., believes that online operation is the development trend of the retail industry, and the epidemic has accelerated the process of online operations. Physical stores must deal with the short-term impact of the epidemic, and they must also actively embrace long-term development trends and speed up the shift to online.
Accelerating Digital Transformation
We must fully embrace the online and offline omni-channels, but also further tap and take advantage of our stores to provide better and more convenient services.
"Online shopping is very convenient, and the service level of physical stores has also improved!" Zhang Fangmei, who lives in Haidian District, Beijing, is a frequent visitor to Wumart Supermarket, and praises the smart shopping cart launched by the supermarket: "Add goods to the shopping cart and scan the code automatically Summarize, open the APP to scan after shopping, you can pay online, eliminating the need to queue up for settlement. If you are not used to online payment settlement, you can also choose an artificial channel. A variety of payment methods meet the needs of different groups of people. . "
"During the epidemic, the physical store's customer flow and operating income were greatly affected, but in the medium and long term, physical stores are still an important scene for people's consumption." Zhao Meng, executive deputy general manager of the supermarket, said that online consumption has more satisfied people The demand for convenience and speed, and the physical store also bears the needs of people's leisure and entertainment. These two scenarios are not exactly the same, but two aspects of people's good life.
Fan Chunyan, vice president of Suning Tesco platform operation group, believes that retail enterprises should make full use of digital technology to quickly observe and capture changes in user needs, adjust marketing and channel layout, and initiate proactive and positive changes.
In the past, physical stores could rely on the geographical advantage of business districts to win passenger flow, but now, with online distribution, offline retail rental costs and labor costs have become prominent, and Ping effect (the output that can be produced per unit area), operating income, The pressure on core indicators such as passenger flow has increased, and the business operations of physical businesses are facing great challenges.
Experts believe that physical stores need to accelerate the pace of upgrade, comprehensively enhance the comprehensive integration of upstream, midstream, and downstream capabilities of the industrial chain through digital transformation, strengthen the supply chain layout, and ensure efficient and high-quality supply levels with optimal inventory. It is necessary to fully embrace online and offline omnichannels and expand online and home capabilities; it is also necessary to further tap and leverage store advantages to provide better and more convenient services.
Regarding the comprehensive digitalization of retail enterprises, Fan Chunyan said that it is necessary to realize the onlineization and digitization of all factors of goods, users, and scenarios from the aspects of supply chain, store operation, business management, and infrastructure, so as to improve the labor efficiency and flatness of physical stores. effect. With the help of online drainage and offline digital transformation of APP and applet, Suning has completed the collection and accumulation of member big data, and has a clear understanding of the "thousands of people" consumer demand. Based on various big data analysis technologies, Application, extraction and integration of massive membership data, and finally build a demand-driven digital business system, intelligent selection and replenishment, to achieve cost reduction and efficiency.
China Chain Store and Franchise Association believes that after the epidemic, consumers will pay more attention to safety and health in public places. Stores should further strengthen hygiene and health management, upgrade property management and hygiene standards, and create more visible, transparent, and reassuring Consumer sites.
Join forces for development
Retail companies want to obtain tax incentives, social security incentives, rent subsidy policies, loan incentives, etc. from government departments or banks
"Okay, you can sign!" The staff of the Government Service Center of the Market Supervision Bureau of Beijing Shunyi District said to the mobile phone screen. The person in charge of the company at the other end of the WeChat video signed his name on the power of attorney. The equipment operation record certificate is ready.
Zhao Meng believes that during the epidemic, physical stores such as offline shopping malls and supermarkets will increase product categories in accordance with changes in consumer demand in a timely manner. In the future, physical stores will also accelerate service innovation. In the process, some issues such as business licenses and market access will be required. Market regulators take the initiative to streamline processes.
A few days ago, the General Administration of Market Supervision and other six departments issued the "Guiding Opinions on Increasing the Support for Individual Businesses to Cope with the Impact of the Epidemic", and proposed that it should be convenient for individual businessmen to enter the market, provide convenient and efficient services for individual businessmen, and do business license Link up with relevant permit approval and extend the time for reporting annual reports. Further release the operating site resources and establish and improve the management system of the negative list of individual industrial and commercial households operating sites. The retail self-employed persons who are engaged in guaranteeing the basic livelihood of the masses will further expand their venues and time, and exempt registration according to law.
The "Research Report on the Impact of New Crown Pneumonia on the Financial and Operational Impacts of China's Retail Industry and Industry Trends" released by the China Chain Store and Franchise Association shows that retail companies hope to obtain tax incentives, social security policies, rent subsidy policies, loan preferences from government departments or banks Policies, etc. To get support, companies also need to communicate with all stakeholders as soon as possible. The first time to get in touch with the lessor of the business site, and actively negotiate the rent reduction or deferral during the suspension of business; communicate with the upstream suppliers as soon as possible to extend the payment cycle; communicate with the cooperative financial institutions, and strive for relevant financing preferential conditions to reduce cash flow pressure ; Pay attention to relevant policies issued by government departments; establish employee protection mechanism.
Ding Liye, chairman and president of C & C Group, which focuses on shopping mall investment, development, and operation management, said that in the short term, shopping malls will take the form of rent reductions to share part of the business pressure of merchants. In the long run, industry associations can organize merchants of all formats and upstream and downstream enterprises to create a win-win model, establish a win-win fund, and explore digital innovation directions and diverse cooperation methods with brand businesses with strong digital capabilities.
"Physical retail companies need to pay attention to changes in consumer behavior, changes in consumer psychology and boosting consumer confidence. Therefore, we must strengthen research on consumer demand so that different consumers can obtain truly satisfactory products and services." Ding Li Karma said.
Luo Shanshan
Luo Shanshan