At the beginning of 2018, new retail has been transformed from the practice of Internet giants into a new power point for China Telecom, China Mobile and China Unicom to write into the 2018 work outlook. In the following time, the three operators have been in the new retail field "small test."
China Mobile opened Migu Cafe to provide users with offline experience of its various Internet businesses (music, video, reading, games, animation), turning the business hall into a place for leisure and entertainment, and even a gathering place for young people to start businesses.
China Telecom in the practice of new retail, first mainly in the payment side of power. Wingpay has become one of the main aggregators of comprehensive livelihood payment such as water, electricity, gas and traffic fines in China, and supports various online and offline livelihood payment applications. Zhejiang Telecom in Hangzhou is trying to cooperate with Alibaba and build its store into a benchmark Tmall store.
"China Unicom Smart Life Experience Store" officially opened in Shanghai. Customers can experience the latest technology products in the new retail field, including AR shopping, cloud shelf and Tmall Genie.
On the one hand, these new retail practices show the operators' embrace of the concept and format of new retail. On the other hand, they also actively face the challenges of user consumption upgrading and behavior changes and try to revitalize existing user resources and online and offline channels. This road to change is only the beginning. The next step is a more profound and thorough opening up of all channels and intelligent transformation.
In the just-concluded cloud conference, as a deep cultivation in the field of operator IT support for nearly 20 years, Ali cloud software ecological mission partner Whale Technology, showed its new retail solutions, and put forward their own views and thoughts on the next jump of operator's new retail revolution -- integrated channel transformation.
Whale technology believes that even in the whole industry, the channel system of telecom operators should be the most rich and complete. However, at present, the channels of telecom operators are faced with many challenges:
Physical difficulties: the impact from the Internet service providers, survival pressure. The internal business model is not clear and the experience is not good.
Weak channel: weak online channel sales, big gap. Simple imitation of competitive products, product lack of innovation. Positioning itself as a traditional sales service, lack of content operation, difficult to guide customers' minds.
Government and enterprise complex: maintenance task is onerous, marketing is poor. The first-line tools are too complex to give enough power. Government business is too numerous, the capacity is not enough. Cumbersome business processes and ineffective support.
Synergy break: online and offline interest conflicts, do not divert each other. Data fragmentation, marketing separation. If the ability is not enough, we should act independently.
In this context, operators need to accurately grasp the opportunity to establish a comprehensive channel system that is suitable for business transformation, including deep integration of "online + offline", ecological cooperation of "self-operation + society", and intelligent operation of "platform + contact", so as to help the channel promote scale, expand contact points, optimize experience and improve efficiency. The senior product expert of Whale Science and Technology summed up the seemingly complex comprehensive channel new retail reform path as "three doing four empowering four measures" :
1. Three actions: enlarge online scale, improve offline experience, and develop new channels.
Enlarge online scale: enlarge Internet card (2I2C) sales scale and strengthen traffic aggregation and inventory services;
Optimize offline experience: own hall and community store wisdom experience and ability upgrade;
Develop new channels: expand pan-channel cooperation, explore online multi-form cooperation, promote offline new retail cooperation and promote unmanned intelligent retail.
2. Four empowerment: data empowerment, tool empowerment, terminal empowerment and financial empowerment
Data empowerment: wisdom omni-channel contacts, precision marketing enabling collaborative production scenarios;
Tool enabling: interactive marketing and other tools are provided to support online and offline two-way drainage;
Terminal empowerment: Integrate the ecological chain resources of pan-intelligent terminal, open up the "supply and marketing" channel of upstream and downstream terminals, and empower first-line stores;
Finance enabler: Provide differentiated marketing tools for channels to support scale sales and touch point expansion.
3. Four measures:
Channel expansion: carry out key scenarios, carry out pan-channel cooperation, and vigorously explore new growth points of channels; Focus on the head APP traffic entry, carry out online cooperation, and replace online traffic; The unmanned intelligent retail terminal is used to cover the crowded areas with low cost and fast, providing intelligent and efficient service experience.
Integration of new business forms: focusing on smart family solutions, one-stop enabling for smart living scenes; Strengthen content operation, stimulate channel vitality and vitality. Open up commodity and membership systems with Internet giants, and build commodity integrated sales and multi-state payment ecosystem. Open up the commodity system and realize the ecological ability of cross-border commodity integrated sales. The products sold in the operators' stores (or online) are no longer limited to mobile phones and accessories, but include not only the ecological product layout centering on the smart home layout, but also diversified products of different industries. Operator's main products and products of different industries are no longer isolated and cross-permeated; Get through the member system, realize the synchronous operation ability of points and various card coupons, make the points and card coupons within the system of telecom operators and ecological partners freely convertible and paid, and activate the consumption power.
Smart store upgrade: With experience and ability upgrade as the core and new technologies such as AI, we will create an experiential, intelligent and integrated smart business hall. For example, large screen interactive games are used to attract young customers to the store. Intelligent interactive devices (such as cloud shelves, etc.) are introduced to increase customers' stay in the hall and realize seamless switching of commodity browsing, ordering and payment. Intelligent question and answer technology is introduced to reduce the fragmented time when customers are bored waiting in the hall.
Operation staff: Provide complete data solutions from strategic decision support to daily operation management and store operation. Including the whole link monitoring, from the business situation, target achievement, sales forecast, key period indicator change, market monitoring and other aspects of support management decision; Daily operation management, according to different time dimensions, provide order analysis, merchandise, sales, visitors, activities and comprehensive analysis; Store operation management, based on store and time dimension performance data (day/week/month), analyze the comparison and trend of customer flow, conversion rate, customer unit price and sales.
The practice and experience of this new retail revolution have also gained the attention of overseas operators. Hulwhale Technology and Aliyun plan to join hands with America Movil subsidiary Global Hitss to transform the group's own business in terms of logistics, online and offline, and user experience. They also plan to promote the new retail solutions in Mexico and Latin American markets in the future. Help industry clients achieve digital transformation.
