Retail line under the fusion, plagiarism is the wrong direction

The traditional PK electric quotient, the most sensational to is not Ma Yun and Wang 100 million yuan big gamble mo genus. The gambling of this sky-high bet is fascinating, but the business model behind it is a sobering one. Nowadays, clothes, food, living and traveling are not in the Internet, there are positive people in the internet thinking exhausted, there are negative people think that the Internet is the traditional enterprise to death the best way. Anyone who is on the edge of the internet and wants to get Internet service is looking at whether the Internet can play its magic.

The reason for the choice of retail industry is that retail is the entity with offline consumption, is also O2O focus on the field of conquest. Today, there are a lot of big business super are exploring the O2O model, but most of them are reduced to technical plots, the real effect is not much.

Another angle, retail enterprises and the Internet head-on confrontation is E-commerce, with the rapid popularization of e-commerce, ultra customer traffic has been a certain impact, which makes some ultra hope to use the Internet channel, to transform their own service model.

The general low level of information in the retail industry is the main reason

Combined with the development of the whole retail industry, Yue City Zhang that at present, the level of information in the retail enterprises is low, we pay more attention to the sales part, the importance of information is not enough. With the rise of the electric business, the retail has a certain impact, will stimulate the retail enterprises to strengthen information construction.

Retail industry involved in the content of information mainly in the collection of silver, pose and other fields, but with the rise of micro-bo, micro-letter, some retail enterprises began to turn the information to O2O, but the extent is small, or tend to maintain the basic information construction, such as inventory, sales and other fields.

For the production-oriented enterprises, informatization is mainly to improve the production efficiency of enterprises. But for service-oriented enterprises, not only to enhance the production efficiency of enterprises, but also to enhance customer satisfaction. In service-oriented enterprises, it is valuable to improve customer satisfaction and service level. How to identify the consumer experience and satisfaction, far more complex than the reference indicators of production enterprises, more difficult to achieve accurate judgment and subdivision. Although some enterprises quantify and subdivide consumer satisfaction, consumers ' habits change very quickly, and enterprises cannot keep up with the changes of consumers with traditional evaluation methods.

In addition, the retail enterprises to do informatization, the system open degree, complex degree than the production-oriented enterprises much higher. The whole retail industry information level is low, largely due to the difficult objective factors. Customer demand for services is very high, should always respond to changes in customer needs.

Information transformation of retailing industry based on core business don't lose your soul.

When the existing model can not support the future development needs, transformation becomes the first task of enterprise development. At present, the transformation of retail enterprises is mainly to the development of electronic business, the development of some retail enterprises also because of the impact of the electricity business began to waver. But the big Yue City Zhang sees the electric dealer to bring more opportunities for the retail enterprise. "With access to the Internet and traditional channels, the impact on consumers is even greater," he added. In addition, retail enterprises can find more technical means to detect consumer demand. If you can make good use of the Internet platform to capture more consumers, the impact is far less than the benefits, "Zhang said.

For some traditional retail enterprises in the era of the loss of electricity, Zhang suggested that the retail enterprises in the implementation of information construction should be based on their own business, rather than from the point of view of the electricity business to reinvent their mode of operation, so lost their original core competitiveness.

Zhang that the retail enterprises to cast off the line directly to do online is not advisable. The assets of retail enterprises are offline entity stores and real customers, disadvantage is the online channel, if all changed to online mode is difficult to compete with the electric business platform. The traditional retail business mode of operation, operation and electronic commerce is completely different, blindly to the electric business platform will not play a 1+1>2 effect, even their own an acre of three points are lost.

Traditional PK electric business mode and management thinking of the duel

As a traditional enterprise needs to learn the mode of Internet enterprises, but the Internet enterprises and traditional enterprises business model and business thinking is completely different. The basis of business theory is also different. The internet is facing the infinite market, pay attention to the long tail of the economy, need to seize every single category of long tail customer base. In order to grasp the long tail customer base, we need to do a very rich product category. The traditional retail enterprise's offline operation is not to catch the long tail economy, and it is impossible to do the electricity business platform as rich category, but to seize on their own value contribution to the highest customer base, in line with the 28 principle (20% of the customer contributed 80% of the revenue). The most valuable 20% customers may be covered across the country, which is impossible for traditional retail companies to cover. Therefore, the electric business and the tradition are two completely different business models.

According to Zhang, Yue City is considering how the characteristics of the business model based on the line, will be online and offline through, this is the most difficult place to O2O Fusion, but also to the business model of rethinking, plagiarism will die. As for the O2O pattern, each enterprise's characteristic, the management scale, the development stage each is different, needs the various technology and the service support. Then there is a marketing approach, the face of the customer groups have great differences, can not blindly copy.

Experience on the information construction of Yue City This is how it came to be

Compared with the whole industry, Yue City, the leading position of informatization has been recognized by the industry, come to consult the experience of the peer is a continuous stream. Zhang Frankly, the development of information and the importance of enterprises directly related to the great Yue City attaches great importance to information construction.

At present, great Yue City uses a lot of information system, including: passenger flow statistics System, members of the analysis system, CRM, sales management system, WiFi management system and so on. The WiFi system and the passenger flow system docking can determine the customer's walking route, CRM system and passenger flow system docking can determine the customer in which store stay for how long, and then the customer's consumption habits statistics.

Taking the internal management system as an example, it involves the management of the merchant and the modularization of the merchant Operation Management System. From the merchant sales, operation and management of the situation should be reflected. There are many on-site management, service-oriented management also to be modular. Field-type management includes the management of merchant cashiers, sales personnel management, clothing management and inventory management, and should be systematized.

Sales management is the core of the whole management system, its complexity is much higher than the operation and management of the merchant. Need to involve a variety of promotional methods, such as buy one give one, buy two give one, bought this product to give other products and so on, the whole system to very good support these ways. Some goods are agents responsible, some are responsible for the merchant itself, some goods are the responsibility of the project, this system can well cover these needs.

For the passenger flow part of the integration management, activity management, advertising position management. The normal advertising position can be managed according to schedule, but the advertisement position management of the carousel is more complicated. Advertising position as a resource, according to the sales of merchants, how to achieve effective business support.

Yue City through the continuous upgrading of passenger flow system, to achieve sophisticated service experience. The first use of infrared detection of passenger flow system, infrared detection is easily blocked, resulting in the flow of statistics is not true. Later, using the camera detection system, through the avatar recognition to know how many people come in. The problem is, if a tree outside is shaking with the wind, the portrait will create a shadow, it is difficult to identify the portrait. Then the big Yue City adopted a dual-lens recognition system, through two shots of the high and low collocation, can be identified in the portrait or other screen, so that people in and out of the path to identify. By installing the identity of the detection system, can be judged by the height of adults or children, can also judge the age of people.

Through the WiFi passenger positioning system, can be located through the mobile phone to the customer when the time to visit the store, the time to stay, to which store more concerned. If a store's passenger flow is very large, but the sales situation is not good, then will be the store to pull out the crowded area. If a store's passenger traffic and sales are proportional to the store will be transferred to the dense area of passenger flow, improve sales.

Later, the big Yue City deployed Apple's ibeacon indoor positioning system, the system uses Low-power Bluetooth technology to locate the device, you can pinpoint the customer focus on which product, and then the customer is interested in real time to push the goods.

Although business systems are more complex, complexity is not about pursuing the number of systems, but rather the business requirements as a first step. To data-guided system construction, to build the system to create customer value as the center, the great Yue City is the concept of technology to create customer value.

Enterprise Informatization Investment and selection person is the core

China's retail industry as a guide to the level of information, Yue City has been through a lot of efforts to promote the industry's information construction. Zhang stressed that his proposal is entirely based on the current level of information in the great Yue City of the business model, if the other retail enterprises in the low level of information, then some practices and business models may not be appropriate.

Technology at any time is not a problem, the most important thing is to find a reasonable business model. The ability to analyze data is critical, although the new technology can help enterprises to improve their business capabilities, but to generate business value only rely on the enterprise's own management personnel, no technical services than the enterprise to understand their own needs, operating mode, business model and sales work, so the algorithm, technical capabilities, Technical skills need to be invested, but more important is to invest in people. Retail industry and other industries are very different, people are the core, technology is auxiliary.

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