Share the author's core ideas:
First, the theory of capital knowledge
Let's start with the topic. I just got the book. The name is quite novel. What is the capital of knowledge? Simply put, it is a kind of proposal and design ability. For example, shop assistants with industry experience and people with aesthetic and planning skills "have the ability to realize the ideas and creativity in their own minds and present them to customers".
Mr. Zhao Zengtian divided the process of social consumption change into three stages:
In the first stage, because of the extreme shortage of goods, at this time, as long as it is a commodity, it can be sold.
The second stage: the stage of commodity flooding, the center of value lies in the place where goods are selected, that is, the platform. It can provide a more effective platform and create greater customer value.
The third stage: the platform flood stage, the center of value lies in the power of the proposal, that is, the design. (that is, making choices for customers)
The author believes that Japan is currently in the third stage. So the author puts forward the concept of "proposal right". What is the power of the proposal? People who can perceive the products and services that customers need and make suggestions will create greater customer value in the third stage and gain an advantage in the competition.
The so-called proposal is meaningful only if it is truly visually presented to customers. "Proposal" can be understood as "design" here. Therefore, the author repeatedly mentioned in the book that "only designers can survive, and future enterprises will be composed of designers." Enterprises that can't do this will not succeed in the business world in the future. " ? Students, do you suddenly feel that your future is bright?
Second, the shops run by network enterprises can obtain the qualification for survival.
Advantages of online stores:
Not limited by space, goods can form a long tail effect, which can reduce maintenance costs and prices.
Advantages of physical stores:
Physical stores can serve as a link point for customers. Instant advantage, although many things can be bought online, fresh food that needs to be cooked immediately cannot be put online every time. The other is the direct advantage, which can intuitively feel the more comprehensive feeling of the goods, which is not provided by online stores.
Mr. Zhao Yitian divides customers' shopping needs into three types: immediacy, directness and comfort, which correspond to three retail formats.
It is the convenience store that brings immediacy to the extreme. 24 hours and 365 days, you can buy what you need near your home at any time.
It is obvious that the direct manifestation is the large shopping center. Attract customers with the power generated by overwhelming commodity capacity, and reflect their own existence value through a large number of comprehensive supplies;
Comfort is also an innovative way of bookstore differentiation. The retail store is designed as a comfortable space scene, which makes the purchase process of goods pleasant and consumers can relax here. That is, the proponent of lifestyle, which is the core concept of Issey Miyake Bookstore.
Mr. Zhao Yitian believes that "combining the advantages and disadvantages of online and offline stores, taking a large amount of information processed through the network and low-cost inventory as weapons, we will make plans for physical stores as contact points with customers, thus creating customer value that competitors do not have."
Therefore, he said that in the future, physical retail stores may only be "shops operated by network enterprises" to survive.
CCC has rich planning ability in both network and entity.
Do you think our campus stores, T00 series and Ali Health Store have a future?
Third, the general integral service "T integral"
Mr. Zhao Zengtian launched the cross-industry general point service "T Points", which takes the high-quality users of bookstores as resources and links with many department stores and supermarkets to form the largest retail user group in Japan. At present, it has more than 50 million members, that is, one in every six Japanese is a member.
Through the analysis of the user's integral system, a more accurate and stereoscopic portrait of the user can be obtained.
Why do you do this, or for more accurate one-to-one user "suggestions"? Only by understanding users' ideas and grasping users' needs can the proposal be effective.
In addition to the above points, the author also puts forward his own understanding of freedom, attitude towards life and so on. Generally speaking, it is a small book worth reading, recommended by four stars.
Introduction to Tsukiya Bookstore:
Tomoya Bookstore was founded in 1983, which created an integrated chain bookstore model of "books+records+videos" and achieved great success. "Book &; The cafe model is also highly sought after. 20 1 1, in order to break through the encirclement of the internet, Tomoya Bookstore reconstructed its bookstore space, integrated coffee, food, parents, style and slow life, and positioned itself as a "lifestyle initiator", winning with rich offline experience and excellent service. By the end of 20 16, Tsukiya Bookstore had opened 1459 stores in Japan, making it the largest chain bookstore in Japan.
Tsukiya Bookstore Picture: