Where Are The Sources Of Growth Of Several Retail Changes?

Our generation is the core, almost 20 years, is the first generation of consumer upgrading, almost from 1979 onwards, especially the rise of Chinese clothing brands in this time period. Taking sports category as an example, the Olympic Games in 2008 is a prime time. The rise of brands is a very large source of growth; because of the geographical characteristics of China, it will lead to the separation of brand and retail, brand and channel. In the middle, it was less than 10 years ago, and basically the channel was king. At that time, the channel was basically able to make money. In the last 5-10 years, apart from occupying channels, there must be stronger commodity capabilities. The previous upgrade of consumption, from the original blue coat to the rich clothing category,

PC business era, experienced the rise of B2C.

In addition to presentational things, there are four core elements: the demographic dividend; the channel bonus, which moves the goods under the line and the channel through the electronic way; the category dividend, Taobao has other categories, and the small branches have brought about tremendous growth; the new supply is mainly Hai Tao.

These four dividends actually support the growth of retail sales in the PC era.

In the mobile Internet era, the development is very fast.

My own experience of this year's experience felt that the first or the consumption production, the early Taobao has reached a certain height of social status, the social mentality of the post-90s is completely different from before, this wave constitutes the big power of consumption; the second dial for the connection of the dividend, from the original purchase of quality purchase, the purchase of the original purchase, and this is a certain commercial pattern, the third dial is the scene of the bonus, the rise of the circle of friends, the mobile products, the opportunity for the second scenes, the future scene of consumption is very independent; fourth dial for the content and community, has a very good future.

In the era of PC, a community e-commerce project was launched in 2010. It opened up Taobao commodity trading and opened up to the mainstream forum in China, hoping to commercialization of PC community. However, it did not make progress in the past. This is also related to the PC mode of operation at that time, but it has nothing to do with the migration era.

Network synergy.

Because real-time connection will produce a large number of centralization and scene intersection, the entity store has the trust endorsement of the natural offline shop, has rich experience and humanized service. Once the wings of the mobile Internet are inserted, it will bring huge upgrading, and behind it is also a huge challenge.

I divide the electricity supplier into two lines: disruptive innovation, in fact, using high latitude methods, such as Internet capital, information technology and big data, to recreate a field different from offline entities, such as what some electronic business platforms are doing; constructive innovation, the volume of the entire electricity supplier will be shaken up after more than 10%, and the way to continue to use destructive innovation is not feasible.

This is a consumer flow chart based on entity, online and offline shopping.

Any place that can enter the store and reach consumers is the expansion of the shop. This picture attempts to describe briefly, taking the online entity store as the core, and how to form a fast and interactive network under the online and offline.

Shopping with "temperature" is not only a personal complex, but also a classification analysis of formats.

There are three kinds of retail formats in the future:

1, retail industrialization.

The typical representative is the standard product, that is, the deep supply chain, plus the door-to-door, in fact, there is no need for intermediaries' service or entity terminal.

In clothing category,

As an example, it is also an example of retail industrialization. The intermediate service links, including human links, are extremely weakened.

2, deep individuation.

Some time ago, I went to Shenzhen's Shang pin home distribution, from front-end consumption to electric shock, to the production and supply chain personalized pformation, and to the back end service, basically completed, and the goods and accessories were growing very fast.

This type is considered to represent the future, and the demand for supply chain is very high, and it can not be replicated in batches.

3, life service + scenario retail.

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In the case of IKEA, the change of retail format is taking this route. The clothing store will open a small coffee shop, the mother and child will focus on services, and the sales of goods will be degraded.

Sales, interaction, experience and service links are three to many retailers, including the kid king.

We can see clearly the changes in this process, from the original commodity to the process of containing people's services and personalization. The deep individualized class solves most of the problems through the deep supply chain; the life service retailing adds the vast majority of services from the original commodity.

These three categories are based on their own theoretical system, and have made a simple division of labor in the future format. The retail format of life service will become the core of the core, and also the core path of retail pformation, and will become the mainstream direction.

This year, the value of physical clothing is very large. Once the means of mobile Internet are used to complete the links with consumers, plus the advantages of geographical location, this is actually a small whole channel.

We have talked a lot about the whole channel. From the first half of 2013, the position was "Tmall".

"Strategic brand executors" at that time point of view, there are many strategies to come out, but there are not many landing sites. The strategy of landing on solid terminals is a relatively successful result from the results of today's verification.

Taking the entity terminal below the line as the core, to realize the innovative retail based on mobile Internet and share the commodity center of the whole brand upstream, this is a very good commodity mode.

Future retail must not be a combination of "mouse and express", but "temperature" shopping.

Some time ago, we went to Europe and America to investigate the retail situation in different places, which is quite different from that in China.

Small to a very small century old store, large to retail electronic entities have a lot of space, and the biggest difference between the domestic and retail services in the links, this is the interaction between people, is a concrete manifestation of temperature.