The Times are constantly updated and upgraded.
Change is not terrible, terrible is subversion. At present, with “online + offline” deep combination of the new retail era formally to the pure online e-commerce issued a battle post, with the current popularity of new retail, the thunder does have the meaning of super e-commerce. Internet giants and brick-and-mortar supermarkets are trying new species, such as Hema Xiansheng of Alibaba, 7FRESH of JD.com, Whale Xuanfuture of Century Lianhua and Super Species of Yonghui.
E-commerce, which used to drive people crazy, seems to have been forgotten, replaced by new retail that combines online and offline. Some even put new retail directly in opposition to e-commerce, arguing that e-commerce has fallen out of favor.
But interestingly, today’s e-commerce has become a mature e-commerce, and no one can deny the objective fact of its existence. In contrast, e-commerce, which has been besieged by negative headlines such as dwindling online dividends, has been growing and thriving.
E-commerce banner is not easy to fall: the volume is bigger, vitality is long
In 1994, the Internet was connected to China, and in 1999, e-commerce began to sprout. In this year, 8848.com, Eachnet, Alibaba and Dangdang were established successively, which also marked the beginning of the e-commerce team to dream.
After continuous iteration and screening, it took nearly 20 years for e-commerce to grow from scratch, from prototype to maturity. Among them, the accumulation of users and the diversified marketing modes of e-commerce are indispensable.
First of all, with the increasing scale of e-commerce, users’ purchasing power has only increased.
It is true that the growth of online users is slowing down, but it is also true that people’s purchasing power is only increasing, and the scale of e-commerce continues to expand.
Generally speaking, public data shows that China’s e-commerce transaction volume exceeded 20 trillion yuan in 2015, and reached 26.1 trillion yuan and 29.16 trillion yuan in 2016 and 2017 respectively. And according to the prediction of relevant institutions, in 2018, the national e-commerce transaction volume will reach 37.05 trillion yuan. The most intuitive explanation given by the figures is that the people need e-commerce, and the demand for e-commerce is increasing.
Further subdivided into corporate data, take Alibaba’s Tmall as an example. From 2015 to 2018, transactions on Tmall’s singles Day totaled 91.2 billion yuan, 120.7 billion yuan, 168.2 billion yuan and 213.5 billion yuan, respectively, according to data released by tmall.
Behind the data not only shows the increasing consumption power of consumers, but also means that the user stickiness accumulated after more than ten years of development of e-commerce is also very high. Although the slogan of new retail has been extremely loud in recent years, judging from the transaction volume of e-commerce in recent years, the development of e-commerce has not been dealt a fatal blow, but has proceeded smoothly, and the scale is still expanding.
Secondly, the vitality of e-commerce is becoming more and more vigorous. For example, e-commerce models are bringing forth new ones, new e-commerce stars are rising strongly, and vertical e-commerce is becoming more and more mature.
At the beginning, online shopping was limited to THE PC terminal. With the gradual development of mobile Internet and people’s fragmented consumption needs, mobile Internet created a group of vertical e-commerce myths. Vertical e-commerce apps are everywhere, from rare to numerous, and there are representative brands in almost every field. The people seem to be full of expectation and joy for these more and more mature vertical e-commerce.
Among them the most bright have to daily fresh, easy fruit fresh as a representative of fresh e-commerce, to dangdang as a representative of the books e-commerce, red children as a representative of the cosmetics e-commerce…
In other words, the emergence, screening and gradual maturity of vertical e-commerce show not only the diversification of national consumer demand, but also the fragmentation of the e-commerce market and the strong vitality of e-commerce.
In addition, the rise of social e-commerce such as Pinduoduo in the past two years also makes people realize that there is still something to be found in the old place of e-commerce.
Therefore, e-commerce built by users’ strong stickiness and vitality is mature and not easy to be shaken in a short period of time. On the other hand, what new retail is doing is actually based on e-commerce.
New retail is just a way for e-commerce giants to stay alive
People go from offline to online, and from online to offline, which is actually an O2O process, but the order is reversed. Awkwardly, new retail ends up on the service line. For now, big companies are investing heavily in new retail to further activate e-commerce.
First, the new retail layout offline is just a competitive strategy, mainly to increase the viscosity of online users.
Since the new retail concept was mentioned by Jack Ma at the Cloud Computing Conference in 2016, the new retail concept has spread rapidly due to the strong popularity of Alibaba in China. Then Ali began offline layout of Hema Xiansheng and Taobao Xinxuan; Jd.com is also opening offline supermarkets and 7FRESH. Netease Yan Xuan also has the awareness of offline layout of physical stores.
If the offline layout of e-commerce enterprises is called new retail, careful analysis shows that the layout of new retail still serves online. It is logical to regard the offline layout of Jingdong and netease as competing with the new retail layout of Ali, since the enterprises themselves still carry the gene of e-commerce, but they are in a hostile relationship with each other.
However, the competitive layout strategy of the giants is one thing, and the feedback of the final result is to increase the stickiness of online users and attract users to online consumption. It is a fact that the dividend of online traffic has been reduced. In order to properly use and transform the traffic, e-commerce giants must take different measures from online to retain users. Therefore, offline experience has become a “cure”. Giants layout of new retail is to improve user viscosity, so new retail is actually the hand of e-commerce.
Moreover, although the new retail is online plus offline, the main revenue is mainly reflected online, online transaction is the most clear example. Therefore, it can be simply concluded that offline layout is actually a competition method derived by e-commerce giants for online performance. The main purpose of using offline layout to serve online users is to increase the stickiness of each e-commerce user.
Second, new retail integration of big data is to feed online flow.
If you really want to distinguish new retail from e-commerce, the essential difference between the two is that e-commerce is purely online, while new retail is online-plus offline. However, whether it is e-commerce enterprises or traditional supermarkets, the acquisition of user data mainly comes from sorting out online users’ browsing trajectory.
New retail, by integrating big data, adjusts the offline experience to follow the psychological changes of consumers. In fact, the purpose is to feed online with offline traffic. Because the current online users have been relatively mature, the online users will not increase significantly, so the new retail has to change direction to target offline traffic, which also means that the focus of the new retail is still on the service line, online is fundamental.
Therefore, the new retail integration of big data from the Internet, through changing the offline experience to feed online, and ultimately serve online. This is more obvious in take-out business and home business, because take-out and home business actually serve online users. The general process is to lock user data, recommend products through algorithms, complete offline service experience, record this purchase record, and retain data for the next online service. All the way back to the line.
In general, from the perspective of users, competitive strategies and big data, the form of new retail does have a layout offline, but the final results are still reflected online, that is to say, new retail will eventually serve online. In this sense, new retail may be a false proposition, or just a game of chase among e-commerce giants. It can even be predicted that new retail will play this role for a long time to come.
New retail is actually e-commerce 2.0, there is still a long way to go
When people stare at the shadow, they often ignore the sunshine behind, just as they only see that new retail uses various offline consumption scenarios to attract users, but ignore that they actually want to make up for the deficiency of e-commerce by improving offline user experience. Therefore, we can redefine new retail. New retail is actually an upgrade scheme of e-commerce, rather than a new thing that completely differs from e-commerce and exists independently.
And to explain the relationship between electricity and new retail, can be understood as a new retail is built on the basis of electricity, from electricity to a new retail, is a “field – cargo – people” to “human – goods – a” transition. That is, the process of finding users by developing products is transformed into the process of producing products that meet users’ preferences according to users’ needs and providing users with experience places.
Specifically, the transformation from e-commerce to new retail is mainly reflected in two aspects.
– the goods – people on the one hand, from the “field” to “human – cargo – field” transformation, is also the process which the consumer rising consumption experience. E-commerce has captured consumers’ desire for good quality and convenience, while new retail has captured consumers’ desire for experience and quality in today’s consumption upgrade. Although e-commerce also has the division of consumption level, but the consumption of time will make consumers hesitate. Coupled with the diversification of offline consumption scene, therefore, consumers may try new retail diversified marketing methods.
However, new retail is more like using mature e-commerce to shine, because most of the current online users of new retail are deposited by e-commerce after more than ten years, so new retail still retains the shadow of e-commerce in the development process.
On the other hand, just because of the early sales experience of e-commerce, the layout of new retail offline can be carried out smoothly. For example, the recommendation mechanism of online shopping is integrated by e-commerce with big data, while new retail transfers the integrated user demand to offline based on the application of big data by e-commerce, and creates offline consumption scenes as the traffic entrance of new retail through technology.
Therefore, the transformation from e-commerce to new retail is in line with the operation logic of “field-goods – people” to “person-goods – field”. Alibaba’s Hema Xiansheng and Yonghui Yunchuang’s Super Species are good examples, which are new retail models expanded based on the success of e-commerce.
Finally, it makes sense to say that the people who are now championing new retail are the same people who paid for e-commerce back then. Because many new retail users are given by e-commerce, consumer psychology is also based on e-commerce. In other words, new retail is a sales form derived from e-commerce, so it can be completely understood as an upgrade scheme of e-commerce 2.0. In short, the future of new retail to go a long way, of course, or around the e-commerce.
Article/Liu Kuang public number, ID: Liukuang110, this article first kuang Venture capital network