The new retail outlet is in the rising period, whether it is Hema Xiansheng operated by Alibaba with platform thinking, Jingdong shifting from commodity supply chain and logistics distribution system to offline retail experience store with maximum value layout, or "extraordinary" which is used by Wanda to reshape retail experience and pattern with high hopes... All of these indicate that commercial giants are actively exploring the new retail transformation road.
Whether it is expanding from online to offline or extending from offline to online, it may just be the external presentation of the new retail transaction form. The reconstruction of all commercial elements surrounding people, goods and the field behind it is a very important sign to build a new retail. How to create a perfect shopping experience for consumers through cross-border integration, intelligent and efficient supply chain system, online and offline linkage is the real problem to be solved by new retail.
However, compared with the traditional home appliance industry, the retail model in this new business ecology shaping process, through what kind of cross-border innovation, explore the new integration of retail value behind the new technology, really improve efficiency, adapt to the rapid development of the market, test the vision, decision, mind and courage of every channel and brand.
Create a new model of home appliance retail cooperation
In the past August, Suning Tesco, one of the world's top 500 companies and an ace enterprise in the home appliance industry, and Huanai, a leader in the home furnishing industry, launched strategic cooperation in 53 cities across the country. The two sides have realized resource sharing in brand, data and channel, carried out in-depth cooperation, and held the "818 National Home Appliance Shopping Spree" which shocked the whole retail industry, and created a new retail model for the home appliance industry.
Driven by the new retail idea and the innovative concept of cross-border integration, the strategic coupling between Suning Tesco and Huannai makes the cooperation between Suning Tesco and Huannai quickly enter the stage of detailed negotiation and practical implementation.
At the beginning of the activity, this unprecedented "combination of home appliances", how to tap the advantages of both sides, in order to maximize the economic benefits of cooperation and brand benefits, so that consumers can feel a full range of more cost-effective, more extreme shopping experience for the chief designer of this 818 activity is a great test.
Cui Yinglei, who has focused on the home furnishing industry for many years and has rich practical experience in home furnishing operation expert, as the chief leader and chief designer of this activity, carried out multi-directional innovation in the implementation plan, and strive to combine the new retail trend to create a deep cooperation and interaction in the field of home appliances.
Under the guidance of Cui Yinglei's top-level design concept, the activity project team tailor-made service product packages for users; Online through aggregation page, H5 and other forms to expand customer data resources, offline through multi-brand strategic alliance to create a new mode of cooperation; And realize the deep mining of big data in the member systems of both sides, and innovate the worry-free consumption mode in the field of home appliance finance. Huanai Home Furnishing has also officially entered the Suning store, and both sides have offered hundreds of millions of yuan worth of promotion to make profits, so that consumers can successfully complete the integrated consumption of household appliances and home furnishing.
Through the deeply linked system design, this activity drives the whole ecological chain of home appliances, and finally solves the pain point of home appliance retailers, manufacturers and consumers -- selling good products to people who need them.
"This time with Suning 818, to promote the integration of goods, members, services, payment, marketing, data, based on this successful experience, we will continue to optimize the integration of omnichannel, new retail, new logistics based on customer needs in the future. Cui Yinglei said that new retail is not only the change of form, the most important thing is the value innovation brought to customers by the whole system behind the form. New retail is to seek profits from goods and customers through tradition, while new retail is to seek profits from the supply chain, through high-quality products and services to create a perfect shopping experience for customers, and finally achieve the "circle of fans" effect.
As the alliance activity of pan-household appliances in history, 818 is the first "cross-border integration" in the whole household appliances industry in a real sense, and it is also a test of the new retail thinking of both sides. Through the multi-dimensional and multi-level market practice of both sides, it rapidly occupies the market with geometric influence and creates a new model of retail cooperation in the household appliances industry.
Bringing quality shopping experience to customers is the key to the success of new retail
In addition to the changes in the external presentation form of the integration of online and offline, the more important significance of new retail is to use the Internet and artificial intelligence and other new technologies to provide customers with high user experience and cost-effective shopping experience.
It is a necessary step for enterprises to cope with the commercial ecological change of new retail and open up the consumption experience in various aspects. In the final analysis, the essence is still to return to the needs of users, understand the pain points of users, provide better service and create better experience. At present, there is a general lack of transparency in the domestic home furnishing market model, which leads to consumers not getting proper purchase experience and guarantee services in terms of quality, price, measurement, installation and after-sales, more or less, consumer demand is not met.
Faced with the pain points of the industry, the 818 activity jointly created by both parties is not a simple online + offline activity, but a product-centered activity, which deeply integrates brand products and quality services, as well as the original big data membership system of both parties. Thousands of offline stores of both sides are linked together, and 230 well-known brands in the household appliance industry are cooperated. Customize product packages based on consumer portraits. At the same time, the national unified price and preferential policies allow consumers to enjoy the "unified" service, no matter which city they choose online or offline, transparent service without discrimination, one-stop purchase of household appliances they need.
High quality shopping experience consists of both objective and pragmatic standardized parts, such as products, and non-standardized parts, such as services, which emphasize experience and quality. After the completion of the purchase action, the customers participating in the 818 activity experienced the "one-stop" quality service to ensure the consumer experience -- from delivery, transportation, to home delivery, as well as professional installation, all under the standardized process control, with three-dimensional service to greatly improve consumer satisfaction.
The experience-based business form based on quality products and services is actually the fulcrum of the return of real business in the new retail era in the future. Huanai Home Furnishing and Suning Shopping share the same concept of advocating quality life for consumers. Although neither of them directly produce products, they both regard service as the first product and always take service upgrade as a very important part of user experience, adding more elements of experience and service to the shopping process of users to attract customers to the store. "Based on the full range of experience and interaction created by offline physical stores, ultimately leaving users with a 360° brand image." Cui Yinglei said.
"In the demand of consumption upgrading, in fact, people's demand is more and more simple, rational, efficient, they pursue is through the integration of online and offline to bring convenient, fast shopping experience, so only selected, high-quality household products can let most people cool, realize the emotional dividend of purchase." Cui Yinglei said that a successful commercial activity depends more on the extent to which the participating enterprises can achieve customers' expectations of purchasing experience and whether they arouse consumers' purchasing emotions. Therefore, this activity through the mining of big data and products and services for customers to create a mechanism of shopping experience, which is also the key to the success of new retail in the home appliance industry in the future.
The new retail era is really coming, and the transformative power brought by the Internet, physical and cross-border integration has been released from the inside out, bringing consumers a unique purchasing experience. Home furnishingindustry multi-dimensional, all-round, omni-channel competition has been opened, ushering in a new era of competition. The 818 National home appliance shopping spree jointly created by Suning Tesco and Huanai Home Appliance also opens a new direction of the new retail model of home appliance, leading the innovative development of the entire home appliance industry and even the entire retail industry.
