New retail, from products to operators

Traditional retail is really called the era of operating products. In the past, in B & Q, if you sold 5,000 sets of cabinets last year, you will try to sell 6,000 sets of cabinets this year. Everything is a business product.

It's not that we didn't want to operate people at the time, but consumers lost contact when they left the store. Building materials supermarkets like B & Q are fine because we have deliveries and probably know the address. Other consumer goods have never been contacted after going out.

The biggest background of new retail is the mobile Internet era, which realizes the integration of man and machine. Consumers bring their mobile phones to your place of consumption. If you grab the consumer's mobile phone, traditional retail can solve both problems. First, you will not lose contact with him; second, you know who he is.

Advantages of new retail

Comparing E-commerce: Low Customer Acquisition and Logistics Costs

A good business model is tested by two rulers: anything that cannot multiply the user experience is not a good model; anything that cannot multiply the efficiency of the enterprise is not a good model. And new retail should also start with user experience and efficiency.

E-commerce has two weaknesses: 1. Customer acquisition costs are getting higher and higher; 2. Logistics costs remain high. Although logistics costs are not getting higher and higher, they account for a relatively fixed and relatively high proportion of transaction value.

New retail must make use of the original retail stores, and the two insignificant advantages of traditional stores can be reflected: first, the customer flow acquisition of traditional stores is almost free of money, but it is not converted into user operation; second, traditional stores have a B2B replenishment process, and this logistics cost has already occurred. If the customer picks up the goods by himself, or adds the last 100 meters of manual replenishment of traditional retail, this logistics cost will not increase.

Therefore, the most taboo of new retail is that it does not solve the two weaknesses of e-commerce, while the two advantages of traditional retail have not been brought into play.

Comparing traditional retail: high staff efficiency and flat efficiency

Compared with traditional retail, where should new retail play its advantages? The big difference between it and traditional retail is to find ways to greatly improve the staff efficiency and flat efficiency of traditional retail.

The most painful thing for traditional enterprises is that labor costs are rising and rental costs are rising. New retail needs to solve two problems in traditional retail: make traditional retail staff efficiency, and the per capita output will increase significantly; so that the output per square meter will increase significantly. So the staff efficiency of new retail scenarios must be much higher than that of traditional retail.

The staff efficiency of e-commerce is very high, so the new retail business can make a breakthrough in the two weaknesses of e-commerce, and solve the two dead ends of traditional retail at the same time.

Staff efficiency must be higher than traditional retail, but can be lower than e-commerce; customer acquisition costs are far lower than e-commerce, logistics costs are far lower than e-commerce, and flat efficiency is exponentially better than traditional retail. When this efficiency is achieved, the new retail efficiency will rise.

Of course, not all traditional retail can be transformed into new retail, and some traditional retail should be replaced by the Internet and e-commerce.

For example, community convenience stores have the original format of transformation to new retail, and Ali and JD.com are also optimistic about community business. Because the community is the entrance of people's residence, it is the community. If the location in the community is stuck, consumers will not have the opportunity to go to traditional retail stores. If the experience product richness and price in the community store can be the same as that of the big store, why is it not nearby? All entrances with community nature are a must for new retail in the future, including community convenience stores, community fresh food, community pharmacies and so on.

Four correct positions for transforming new retail

How do traditional enterprises transform to new retail? Four online, the order before and after can not be wrong.

Employee online

The most important thing is that employees are online first. Man-machine integration is not only the integration of consumers' man-machine integration, but also the integration of each employee. Back in the PC era, in the retail industry, it was impossible to equip each salesperson with a computer, and it was impossible to ask him to turn on the computer at any time during the service walk in the store. But today every employee also has a mobile phone in his pocket, so employees have also realized the integration of man-machine integration.

Today, the team did not achieve human-machine integration, did not make good use of human-machine integration, and did not make employees online in the first step. It can only be said that it did not do a good job.

Product online

The second step is the so-called product online: there must be richer products than traditional retail, lower markup rates, and more savings.

Product online refers to the people who take care of the product, and open a huge micro-store for each employee. I am quite opposed to the so-called company online, the company opens a WeChat official account and makes an official website, and no one reads it after finishing.

Customer online

How to achieve customer online? Customers are stuck by two things. First, people pull people, your employees stick your customers, and second, people become social, relying on good products to stick customers. Customer online is the result, customer online is not the process.

When there are no employees online and no products online, it is impossible to achieve customer online. Customers come up with employee service, not cold company service. Customers come up with a reason, and the reason is that there are good products waiting before they are willing to go online.

Manage online

The current three are all online, and then the company management is online.

Management online is always service and supervision. What is service? Today a popular word called empower, service is to empower employees, so that employees can be greatly improved through the company's management online capabilities.

After the customer behavior data is recorded, the company is obliged to build models for different types of customers. There is a very important process modeling in the use of big data. The company models at the level of employees. If there are 500 Client Servers, the company classifies 500 customers and 1000 customers according to different models. After classification, according to the models of different customers, thousands or tens of thousands of products can be accurately matched to the consumers who need them.

If the company has a good product and knowledge base, it is automatically connected to each employee and each customer. What questions customers ask, employees can answer from the company's knowledge base. So empower employees: 1. Build customer modeling and customer management tools for him. 2. Empower him with more knowledge and skills, so that he can reduce the original memory of knowledge and understand this requirement.

Of course, in addition to service empowerment, managing online must also have supervision. For example, the company can check all the conversation records between customers and employees to prevent them from saying excessive things and selling things that should not be sold. With such supervision and management of online companies, whether offline or online, the new retail brand can be maintained.

This kind of management online is actually better than the supervision that retail has always used in the past. Now it is equivalent to having a network supervision, which implants the function of network supervision into the company's management online. What the supervision originally did, the management online on this network must realize such a function in it. It should be said that new retail management supervision is also more efficient than traditional retail. Originally called sampling, new retail is called full sample, full data, and the original service standards and management standards have been greatly improved.