What is the new retail: that is, enterprises based on the Internet, through the use of big data, artificial intelligence and other advanced technological means, the production, circulation and sales of commodities process upgrading and remodeling, and then reshape the structure of the industry and the ecosystem, and the online service, offline experience and modern logistics to carry out a deep fusion of the new model of retail.
The combination of online, offline and logistics is what creates new retail.
The essence of new retail: the core of Internet thinking lies in the flow and efficiency, and it is the essence of new retail to better satisfy users' needs through technological tools. Specifically manifested as: new retail through online data retail + offline experience retail + logistics time experience means to meet the needs of consumers to reduce costs + improve efficiency + enhance the consumer experience.
What is the future of new retail in the wine industry?0
The second, the background of the development of new retail
Background 1: In 2016, there was a wave of offline stores across the country passing through the store, including some large outlets, such as Shenzhen's Xinyijia.
Background 2: Internet sales accounted for 15% of total social retail sales in 2017, reaching $7.1 trillion, and the proportion of mobile shopping is also increasing dramatically, as internet sales continue to boom.
Background 3: The diversification of user needs and the upgrading of consumer experience demand have accelerated the new retail change. 80, 90 after becoming the mainstream of society, the overall consumer preference is changing, willing to pay a higher price for high-quality goods and services. With the diversification of consumption scenarios and the functional integration of offline retail stores, the consumption experience has changed, and users are pursuing a more convenient and enjoyable experience.
Background 4: The rise of mobile payment and smart hardware: Smart POS, VR/AR devices, cameras, WIFI, as well as ERP, WeChat, Alipay, etc. are widely used in the retail world.
Background 5: The cost of Internet traffic has increased, and the cost of online "customer acquisition" has even exceeded that of offline.
Background 6: Internet giants have been laying out offline stores, for example, Jack Ma has acquired Bailian Group, and Jingdong has taken control of Yonghui Supermarket.
Background 7: With the real estate regulation, the traditional retail chain has been favored by the financial capital market.
What does the future of new retail in the wine industry look like?1
Three reasons for the emergence of new retail in China's wine industry
In the context of the above, new retail is developing rapidly. Then what are the deep-rooted reasons that lead to the emergence and development of new retail in the wine industry?
Reason 1: Solving efficiency and integrity pain points and improving corporate brand competitiveness
With the strong rise of China's middle class, the consumer demand for first-tier fine wines has shifted from a false demand dominated by gift-giving to a sustained demand driven by personal consumption, and the gap between consumers' use of the brand's official website for shopping and their use of third-party online shopping platforms for purchases is narrowing.
Chinese consumers are more concerned about the authenticity of goods, especially for luxury goods such as Maotai; at the same time, the original O2O method has a poor user experience. Fidelity and convenience are important motivators for purchasing.
What is the future of new retail in the wine industry?2
Reason 2: Online is high, offline is strong
AC Nielsen data shows that the consumer online purchase index is 24%, offline purchase index is 76%, and the consumption of brick-and-mortar stores can not be ignored. The share of alcohol in the online purchase data is only 5%, and offline retail is still the most important channel.
Reason 3: Consumption structure changes, anytime, anywhere consumption into the mainstream
New consumption is a "relative new" in the context of continuous consumption upgrading, which refers to the consumer as the core to meet the needs of consumers for the purpose of reconfiguring the relationship between people, goods, and the field, and through the consumer demand reverse to promote the production of goods and the provision of services. The newest and most important of all, the newest and most important of all, is the newest and most important of all.
Diversification of consumption places and omni-channelization of consumption methods are no longer limited to certain specific places; in the context of new consumption, consumers' consumption structure, consumption demand, consumption channels and consumption concepts have undergone profound changes.
Reason 4: Upgrading of consumer demand, the trend of independence and individuality is obvious
The new generation (post-1990s) has become an important consumer group, which grew up in an independent, superior and open family environment, and advocates diversified ways to consume, and the pursuit of independent and personalized consumption.
There are many consumer groups such as parent-child group, Dink group and single group in the 70s and 80s, whose consumption purpose is more inclined to enjoying life due to their stronger purchasing power.
Middle-aged and old-aged consumer groups, especially after 60, are happy to cultivate more hobbies (square dancing, traveling, etc.), and life tends to be diversified.
Reason 5: Entertainment shopping, shopping experience
High-knowledge, high-income, high consumerism, high-tech, high-efficiency prompted the birth of the new retail, entertainment-driven shopping festivals have a great impact on sales.
What is the future of new retail in the wine industry?3
Four, the development of new retail in China's wine industry
China's e-commerce industry has steadily stepped into a new era, and the domestic e-commerce industry has stepped into the era of new retail since 2017, after experiencing three stages of C2C, B2B incubation and B2B saturation.
Correspondingly, China's wine retail industry has also seen iterative development. *** It has gone through four stages:
Wine retail 1.0 era, represented by husband and wife tobacco stores, famous wines are hard to find the real.
Wine retail 2.0 era, to the era of wine line chains and supermarket hypermarkets as the main body, such as Huazhi Wine Bank, Nine Plus Nine, 1919, etc., it is difficult to make money, high rents, low profits.
Wine retail 3.0 era, represented by e-commerce B2C, but until today, only accounted for about 5% of the wine market share. The rest comes from offline purchases.
The 4.0 era of liquor retailing, also known as the new retailing era, is a combination of online and offline modes, which can be realized as Internet+retail stores, with online ordering, offline delivery, online traffic diversion and in-store experience.
What is the future of new retail in the liquor industry?4
Fifth, the interpretation of the new retail mode in the liquor industry
1, the idealized new retail mode of manufacturers
Online as a technical support for the consumer groups to carry out data analysis, habit analysis, purchasing analysis; through the professional promotional platform for the message pushed, it can be done to promote the sale of no boundaries, the liquor on-line The sales of liquor online is basically with the help of a third-party platform.
Offline as the undertaking of online data flow guidance, O2O and professional authorized stores to send orders, play the fan promotion, landing promotion, landing promotions, the core function of the site experience.