Accelerating the integration of online and offline, new business formats benefit the people and facilitate the people——
The new business model stimulates the new vitality of consumption (Consumption Window Focus on the New Trend of Consumption Upgrade ③)
core reading
Intelligent settlement, self-service sales, instant distribution... In recent years, various market players in my country's circulation market have actively engaged in cross-border operations and developed comprehensive services on the one hand, and on the other hand, accelerated the application of advanced information technology, realized online and offline integration and development, and effectively improved supply capacity. , continue to expand new scenarios of convenient consumption, and meet the needs of diversified, convenient and quality consumption
Fusion --
Aggregate a variety of formats to enhance emotional connection
At the end of the year and the beginning of the year, accompanied by the warm sun in winter, the coffee is fragrant in the Sisyph Bookstore located in Wanda Plaza, Xihu District, Nanchang City, Jiangxi Province. Yang Lu, a citizen who lives in Chaoyang New City, Xihu District, and friends often meet here, holding their favorite coffee, reading Favorite books.
They will also buy some cultural and creative products in the creative life space of the bookstore, participate in bookstore-themed activities, and sign up for classes to learn flower arrangement skills.
"Compared with traditional bookstores, I prefer this new type of bookstore. In terms of the external environment, the decoration is fashionable and full of artistic sense; in terms of the internal business format, readers can not only read and buy books, but also participate in the bookstore's regular book clubs. , author sharing sessions, flower art teaching and other activities are very attractive." Yang Lu said.
In recent years, the "bookstore+" model has become popular everywhere, and people have found that some new bookstores do not simply sell books, but the multi-functional settings on the scene bring consumers a different consumption experience.
"Practice has proved that bookstores, supermarkets and other brick-and-mortar stores, through aggregating multiple formats and creating multiple scenarios, attract far more customers than a single format, and customers' consumption stickiness will continue to increase. To this end, we have been encouraging chain bookstores to build A composite book retail format and cultural complex that integrates cultural display, creative sales, theater and other functions, making cultural consumption booming both in supply and demand." said Niu Hao, deputy head of Xihu District, Nanchang City.
According to Fu Yifu, a senior researcher at Xingtu Financial Research Institute, in addition to providing places for people to consume, traditional stores can further enhance consumers' shopping experience through the grafting of various technological elements and the integration of other formats such as catering and entertainment. The sense of participation in the experience allows both supply and demand to establish more connections in emotional resonance and cultural resonance, and achieve experience refresh and consumption upgrade.
Driving to the service area of Shapotou Expressway in the south of Ningxia, the elegant decoration makes people's eyes shine.
Not only a special product exhibition area is set up here to display wolfberry, wine, etc., but also intangible cultural heritage such as sheepskin rafts, and a small desert children's playground is built, so that people who park here can not only overlook the Tengger Desert, but also You can taste famous tea, taste delicious food, appreciate intangible cultural heritage, buy special products, and take children to play.
"Our goal is to make the high-speed service area the first stop for tourism." The relevant person in charge of Ningxia Tongyuan Transportation Asset Management Company introduced that last year, the company invested 4.35 million yuan to carry out scene-based transformation of 14 high-speed service areas in the autonomous region, creating Diversified business formats, realize the upgrade from simple parking, refueling, eating to characteristic cultural tourism service scenarios, provide tourists with a better consumption experience, and make the high-speed service area a carrier and window to fully display the local tourism image.
"To promote the integrated development of consumption scenarios, this is an important way to stimulate new vitality of consumption." Wang Yun, deputy director of the Institute of Foreign Economics of the China Academy of Macroeconomics, believes that in order to support and guide the integration and transformation of traditional commercial facilities, it is recommended that Relevant market entities will give certain transformation subsidies or take tax relief and other methods to enhance the initiative of market entities to transform and upgrade, and better meet the needs of consumption upgrades.
intelligent--
Accelerate digital transformation and promote the coordinated development of online and offline
At present, one after another digital consumption scene is coming, which further stimulates the new vitality of smart retail.
The digital operation of convenience stores makes people more time-saving and worry-free——
Recently, Li Yu, who works in Chaoyang District, Beijing, often buys breakfast at convenience store chain convenience store: "In addition to having a wide variety, quick launch of new products, and delicious nutrition, the whole process can be 'automated'." Walking into the convenience store, she was at the breakfast counter. Self-service meal selection on the front electronic screen.
The staff on the other side of the counter received the order and quickly handed out the product and the checkout QR code. Li Yu used the code to check out at the self-service cash register, which was fast and efficient.
Convenience stores are one of the retail formats closest to consumers. Digital technology has accelerated the empowerment of new convenience stores such as Bianbianbee, from "self-service ordering", "self-service cashier" to "contactless service", enabling people to consume more intelligently.
On January 17, the National Development and Reform Commission issued the "Notice on Doing a Good Job in Promoting Consumption in the Near Future", proposing to promote digital transformation and online and offline coordination of physical shopping malls, supermarkets, convenience stores, etc., and develop warehousing member stores, "store-to-home" services and other retail New business formats, accelerate the cultivation of new scenarios of experiential and immersive consumption, and improve the level of consumption intelligence and convenience.
The old department store opened a new retail format to benefit more consumers——
On January 8, on Renmin Road, Jiangyin City, Jiangsu Province, Intime Cloud Store, a subsidiary of Intime Department Store, opened a new department store called "intime365 Collection Store". 3 pieces of digital "cloud screen", users can place an order through the "cloud screen" after registering as a member.
Intime Cloud Store utilizes the interactive mode of "cloud screen", through the digital platform of Intime Department Store, combined with offline trials of various popular beauty makeup and trendy clothing, to help consumers gain a one-stop shopping experience.
Online and offline products have the same price. After customers place an order, they can judge where the direct delivery is the most convenient through the system background.
During the "Double 11" period last year, the orders of Yintai cloud store increased by 8 times year-on-year.
"Some well-known brands enter small and medium-sized cities simultaneously through cloud stores, so that young people in small cities can also enjoy the same product and service experience as the counters in first-tier cities." Zhang Lei, head of Yintai Department Store's cloud store, said.
Wang Yun believes that during the "14th Five-Year Plan" period, we must adhere to innovation-driven, vigorously develop digital circulation, strengthen the construction of digital infrastructure, accelerate the digital and intelligent transformation of circulation and cross-border integration, and promote the quality, efficiency, and power changes of domestic trade development. .
Convenience——
Improve the multi-level business network in urban and rural areas, and enrich the business ecology of convenience and benefit for the people
Fish noodles, bean curd skin, yokan... A series of local specialties make Anhua Town, Zhuji City, Zhejiang full of vitality in the early morning.
According to statistics, at present, there are more than 70 "night snack shops" in the town that are open until 2 o'clock in the middle of the night, with an average daily passenger flow of over 20,000.
With nighttime catering as the engine, the catering revenue of Anhua Town reached 200 million yuan last year, a year-on-year increase of more than 200%.
Anhua Town, with the theme of "Good Night in Zhejiang, Anhua Night", promotes the construction of a "night economy" town, builds a landmark platform for "Internet celebrity check-in", organizes activities such as Oktoberfest, "Night Sports Living Room", etc. The vigor of night consumption was released, and more than 5,000 people were employed.
The “14th Five-Year Plan for the Construction of Modern Circulation System” issued by relevant departments on January 24 proposed, “Promoting regional business districts to improve the facilities and conditions of commercial complexes, high-end business districts and other consumer gathering areas, and create features such as trendy shopping and nighttime consumption. business district".
In June last year, the Ministry of Commerce and other 12 departments issued the "Opinions on Promoting the Construction of a Fifteen-Hour Convenience Living Circle in the City" that "encourage the integration of business and property, consumption and life, home and community and other scenarios to achieve business diversification and agglomeration. , intelligent development." At present, all localities are focusing on promoting the construction of community business circles, optimizing the layout of convenient commercial facilities, and making it more convenient for people to consume at home.
Try "one store with multiple capabilities" to enhance the consumer experience——
On January 15, in the Xiaolingwei business district in Nanjing, Jiangsu, Suning.com's first "four-in-one" store for home improvement, home appliances, and home services was officially launched.
Through measures such as adjusting the space layout and display form, it integrates the three major commodity categories of home improvement, home appliances and home furnishing, and provides consumers with one-stop solutions such as whole-house home improvement customization, home appliance housekeeping and living services.
During the opening period, the store's home appliance purchase orders accounted for nearly 40%. Compared with before the store upgrade, the overall sales increased by 40%, and the service order volume increased by 334%.
"The upgrade of the retail industry should be user-centric, change the sales logic from 'providing a single product' to 'providing a one-stop solution', and improve consumers' shopping convenience and satisfaction through the integration of supply chain and scene resources. And service upgrades drive the quality of consumption,” said Gu Wei, senior vice president of Suning.com.
Innovate business models and enhance convenience efficiency——
On the occasion of bidding farewell to the old and welcoming the new, Tuhu Auto Beijing Yaojiayuan store was busy, and the store was full of vehicles. Six technicians and staff from the whole store went into battle together to conduct comprehensive inspection and maintenance of the vehicles on the station.
"During the Spring Festival, it's a high-frequency period for car use, so hurry up and check and maintain the car. Make an appointment online, and you can maintain the car at the store, which is very convenient." said Sun Guanghe, who lives in Chaoyang District, Beijing.
During the Spring Festival this year, the Tuhu car maintenance workshops participating in the 2022 "New Year's Day" have covered more than 200 cities across the country. Through the innovative business model of "online reservation + offline contract performance", it is more convenient and affordable for people to use cars to maintain cars. .
Guazi used car provides one-stop service, consumers place an order online, and the platform delivers the car to the door.
Wang Xiaoyu, co-founder and senior vice president of Guazi Used Cars, said that there is a large supply of online car sources, giving consumers ample room for price comparison, and used car sales have grown steadily.
Fu Yifu suggested that to meet consumer demand, all localities should speed up the construction of a convenient living circle with reasonable layout, complete formats, complete functions, smart and convenient, standardized and orderly, high-quality services, and harmonious business and residence, and create a convenient service chain to meet people's consumption needs. Increase the comfort of people's lives.
Our reporter Qi Zhiming Zhang Wen