"New retail" relies on the Internet, uses big data, artificial intelligence and other advanced technological means to upgrade and transform the production, circulation and sales process of commodities, and then reshapes the business structure and ecosystem, and deeply integrates online services, offline experience and modern logistics, so as to achieve a new retail model of seamless connection between reality and virtual consumption experience.
In 2017, "new retail" was undoubtedly the buzzword in the business world. It got the first response of Alibaba and other e-commerce giants, and made no small achievements. Nowadays, the storm of "new retail" has hit comprehensively. As a traditional telecom operator, how to subvert the tradition, innovate and embrace this new trend of The Times? Perhaps the answer can be found in the ZSmart "New retail" solution of ZTE Softec's latest scientific innovation and the shining MWC exhibition in Barcelona.
Telecom operators: Embrace "new retail", is an opportunity but also a challenge
After more than 20 years of continuous development, the traditional telecom operators' entity channels have undergone a great change in business mode, with more abundant channels and closer integration. However, we have to clearly realize that the rapid development of mobile Internet and e-commerce has brought great challenges as well as opportunities to operators. Among them, there are serious homogeneity, weak user growth, aging population in stores, limited marketing space, and a large number of standardized businesses are shunted by electronic channels, leading to shrinking business volume of physical channels and so on.
In the view of ZTE Soft Innovation, modern information technology is constantly improving, 5G, AI artificial intelligence, cloud computing technology is widely used, digital transformation prevails in all walks of life, the telecom industry is no exception. Based on this, ZTE Soft Innovation believes that telecom operators can learn from the "new retail" thinking of Internet giants, systematically think about technological innovation, process reshaping, scene penetration, internal and external resources coordination, and based on the store, look at the overall situation, to build an overall synergistic integration of online and offline "new retail" system, in order to better conform to the trend of The Times and market demand.
Zte Soft Chuang: The construction of "new retail" system four key points should be paid attention to
"New retail" brings broad opportunities to telecom operators, and whether operators can seize this tuyere and occupy a favorable position in the era of "new retail" depends on whether operators can embrace and welcome this new business form with an open mind and attitude. Among them, especially in the construction of "new retail" system of the key points should be worth paying attention to.
Through the digital transformation of the store, the store management can be fully empowered
The digital transformation of the shop cannot be separated from the personalized layout. Based on the insight of the surrounding crowd, operators can put up targeted new and strange products that meet the actual demand, and pay attention to the cross-selling integration of main products and products of different industries. At the same time, multi-dimensional data collection can be combined with intelligent hardware to provide multi-level and multi-dimensional portrait tools, so that store operators can better understand the crowd entering the hall and consumption trends, and the addition and effective application of intelligent interactive equipment can increase the time of customers in the hall, and realize the seamless switch of commodity browsing, ordering and payment.
Complete seamless connection between physical consumption scenarios and digital consumption scenarios, and realize mutual diversion between online and offline
In the specific implementation, the operator's office can arrange the unmanned self-service equipment in a targeted way to achieve a wider range of contact coverage. At the same time, connect with Tmall and other platforms, extend more complete and rich online and offline commodity channels; Add offline intelligent interactive cloud shelf, instant access to online commodity details, comments.
In the process of online and offline drainage, when customers hesitate to place an order during shopping, they can scan the code into the cart first, and then place an order and pay at any time after confirming. This user-friendly setting is also crucial.
Create an ecosystem, build a multi-state sales and payment model, and pull each other's performance to achieve a multi-win situation
It is the key to build a popular place for consumption and experience and to activate the consumption power to build a shop operation mode for multi-state commodities, build an ecological ability for integrated sales of cross-border commodities, support a variety of asset payment methods and so on.
At the same time, the products sold by operators in their stores (or online) should no longer be limited to mobile phones and accessories. Skus can be greatly expanded to include ecological products centering on smart home layout and diversified products of different industries. In this way, the operator's main products and products of different industries will no longer be isolated, to achieve mutual cross-penetration.
The above conditions can also make the goods less important. Only by getting through the inventory and SKU data of the surrounding stores or even the surrounding retail business partners, the unified sales of the alliance's goods can be made, and the nearby scheduling and delivery can greatly improve the efficiency of the supply chain.
Black technology equipment and artificial intelligence technology are introduced to create cool experience and enhance collaborative interaction with passenger flow
To let customers experience the fun of intelligent life is also the way to stimulate customers' consumption power. In the specific implementation, operators can adopt the construction of voice interactive shopping, the introduction of intelligent question and answer technology, set up large screen interactive games and other ways to attract people, improve the additional experience value of the store, reduce customer fragmentation time, and enhance the sense of interactive link experience.
As the enabler of digital transformation, ZTE Soft creation is driven by cloud computing, big data and artificial intelligence. On the basis of helping to operate the pulse of "new retail", ZTE Soft Creation further seize broad opportunities to achieve a new leap in the era of "new retail".
