The physical retail industry takes a "cloud" step (online China)

　　In recent years, in the face of the impact of e-commerce and changes in consumer buying habits, especially affected by the new crown pneumonia epidemic, some traditional supermarkets, shopping malls, and department stores have accelerated their digital transformation, such as launching community group buying mini-programs, carrying out live streaming or online shopping Sales of goods and the use of digital management systems to improve the efficiency of omni-channel operations have achieved significant results.

Experts said that the physical retail industry should deeply integrate digital technology, business and management, and restructure the overall value chain and ecosystem around the consumer's innovative growth model.

Accelerate digital transformation

　　Shanghai citizen Ms. Huang likes to shop online, but she has recently discovered a new discovery-RT-Mart’s Yangpu store not far from home has a good shopping experience.

In the store, home appliances, textiles, fresh food, fast-moving consumer goods and other goods are placed in an orderly manner. The shelves are lowered and the lighting is more suitable.

Through the "Cloud Shelves" screen, you can filter products, learn about prices, features, and other product details, and you can also scan the code to buy.

At the checkout office, she can choose the self-service checkout machine, align the barcode of the product with the code scanning port, scan the product one by one, and then make online payment.

　　Shanghai Yangpu Store is a microcosm of the digital transformation of RT-Mart, an established retail company in recent years.

“Our store is RT-Mart’s first store that decided to transform digitally in 2017. The epidemic has greatly promoted the pace of transformation.” Cheng Dong, the manager of RT-Mart’s Yangpu store, said. Taking fruits as an example, offline display is relatively limited, but online offers 100 A variety of products can be continuously eliminated and upgraded through sales data.

At present, the store orders nearly 5,000 orders every day through RT-Mart Youxian APP, which is double the number before the outbreak.

　　Physical retail is divided into department stores, large integrated shopping malls, supermarkets, and convenience stores.

As an important part of the national economy, the retail industry has an inseparable relationship with people's lives.

　　Why does the physical retail industry need to transform to digital?

On the one hand, the reason comes from the development bottleneck encountered by itself.

With the rise of e-commerce and changes in consumer shopping methods, the advantages of the physical retail industry with complete categories and low prices have gradually weakened, and the transformation has become a real problem.

On the other hand, the epidemic has had a huge impact on the physical retail industry.

Due to the needs of epidemic prevention and control, the frequency of customers going out for shopping has been drastically reduced, and the passenger flow of many physical stores has declined significantly.

According to data released by the National Bureau of Statistics, although the retail sales of supermarkets in retail units above designated size in 2020 increased by 3.1% over the previous year, department stores, specialty stores and specialty stores fell by 9.8%, 5.4% and 1.4% respectively.

　　"Under the impact of the epidemic, physical retail companies have become more determined to transform digitally and expand omni-channels." said Peng Jianzhen, secretary general of the China Chain Store & Franchise Association.

"Cloud shopping" becomes a key word

　　“When I first started shopping guide, I just fiddled with clothes. Now in addition to going to work every day, I also need to sell goods live and match the goods.” Ms. Chen, who works as a shopping guide in a sports brand store in Beijing Yintai Department Store, is very busy.

During the live broadcast, she has attracted many fans on multiple live broadcast platforms with a deep understanding of sports brands and a personalized match.

Now the store has set up a live broadcast room for Ms. Chen and other live shopping guides, and also purchased professional equipment such as fill-in lights, scene props, etc., which further improved the live broadcast effect, not only increasing online orders, but also diverting to offline stores.

　　In order to satisfy customers' demand for express delivery timeliness, Intime Department Store has also launched a "time delivery" service in nearly 50 stores in 26 cities across the country, including Beijing and Hangzhou.

Customers place orders online. Within 5 kilometers of the store, the courier will deliver the goods within 1 hour, and within 5-20 kilometers, within half a day or the next day. This service is welcomed by many customers.

　　Providing consumers with online and offline full-scenario sales services is becoming the consensus of many physical retail companies.

The China Department Store Business Association released a survey report on 67 department stores and shopping malls across the country at the beginning of this year, showing that "cloud shopping", which is mainly in the form of live delivery, social media online marketing, and mini program malls, became physical retail last year. Key words of industry.

Data shows that 96% of the surveyed companies have launched online marketing or sales channel business, of which 84% are selling goods through live marketing, 76% are building digital malls, and 64% are building social marketing and selling goods.

　　“During the epidemic prevention period, the effect of digitalization on physical shopping malls is very obvious.” Yang Qingsong, secretary-general of the China Department Store Commerce Association, believes that through the promotion of digital platforms, physical retail companies have expanded their popularity, not only increasing the flow of customers to the store and increasing the transaction volume, but also Forming a long-term interactive relationship with customers makes it possible for companies to transform ordinary consumers into loyal customers through optimized services.

Intelligent management improves efficiency

　　"Previously, when orders from multiple online channels came in, supermarket staff had to log in to multiple picking backends and multi-head operations. Not only was the process cumbersome, the picking time was long, and the probability of order problems was also high." Jiujiang, Jiangxi Huang Yuanhua, president of Liansheng Yijia Digital Technology Co., Ltd., manages more than 50 Liansheng supermarket stores.

In recent years, Liansheng Supermarket has promoted multi-channel business through self-built digital sales platform "Yijiagou" and launched multiple platforms such as JD Daojia, Meituan, and Ele.me.

With the increase in online orders, the stores also experienced pain points such as omni-channel fulfillment and insufficient operating capabilities.

　　The introduction of digital and intelligent management systems has become a new choice for improving business efficiency.

In April last year, Liansheng Supermarket introduced the Haibo system developed by Dada Group on a pilot basis.

Huang Yuanhua said that through continuous exploration and optimization, the company's current digital capabilities in product management, membership operations, marketing and promotion have been greatly improved, management has become more standardized, and operating and contract performance costs have also been reduced.

Take picking as an example. Now staff can quickly complete order picking and product review of multiple online channels through only one system, and the error rate is very low.

　　In order to further promote the transformation and upgrading of circulation enterprises, the "Opinions on Accelerating the Development of Circulation and Promoting Commercial Consumption" previously issued by the General Office of the State Council proposes to support offline business entities in accelerating the transformation and upgrading of new ideas, new technologies, and new designs, and to a scene-oriented and experiential , Interaction and transformation of comprehensive consumption places.

For the retail department store industry, this means that digital technology, business and management need to be deeply integrated.

　　Experts said that retail department stores should firm their digital direction, use platform tools to improve the service capabilities of physical stores, and form a stable online and offline consumer group; use a variety of technical means to form a new environment for immersive digital experience and consolidate offline services And experience advantages.

At the same time, retail companies should further optimize the supply chain, improve logistics efficiency, and adapt to new market demands in response to the impact of the epidemic.

(Our reporter Peng Xunwen)

　　"People's Daily Overseas Edition" (September 20, 2021 Edition 08)