A shop, can't find any cashier, all the goods bought by mobile phone scan to pay

A store, can not find any cashier, all the goods bought by mobile phone scan to pay. Top grade discounts in Hangzhou and micro-letter together to create a "future store" is a magnificent adventure or a breakthrough change?

Do you know what the future store looks like?

At the end of April 2014, the discount chain store, which has been rooted in Beijing, opened a new store in Hangzhou, claiming to be a "future Shop". For the general merchandise such as Yintai department store faucet, do discount shop started the top grade discount or junior, but this time junior with micro-letter Granville, direct to Ma Yun and Shen Base camp began to "swim".

The "future Store" is the biggest feature, is completely removed the cashier, abandoned the past traditional department stores in the counter invoicing, to the cashier to pay the way, to encourage customers to use mobile phone scan two-dimensional code, with micro-letter payment settlement. Shopping without paper, electronic goods, removable single experience is indeed a step closer than the traditional department store.

In fact, since the micro-letter payment on the line last August, many retailers have been tempted to work with micro-credit payments, trying to call the integration of the so-called online transformation. However, limited by the traditional department stores, most of the department stores are only in the payment link "show a Face", not deep application, also failed to achieve real O2O shopping closed loop.

Top-grade discount micro-credit experience stores simply pull out of the checkout counter to accelerate the spread of mobile payments by boosting micro-credit payments, while driving the deep link between retail and social tools. Other big-brand department stores have reason to defy: "Micro-letter payment We can use, is not the cashier." But the answer to the top grade discount is, "What we really can do is single product management." "The subtext is that businesses can really tap into the maximum value of every commodity," he said.

is the top grade micro-credit practice just a special case? Can it lead to real change?

Micro-letter Demonstration Shop

It takes about 40 minutes to drive to the lower sandy area of Hangzhou economic development zone. At the intersection of Fourth Avenue and Fifth Avenue, a tall building can be seen far away, with a "top grade" and a "micro-letter" of two giant logos on the roof The micro-credit experience store with top grade discounts is open here.

As the locals know, in addition to a large area of industrial areas, as well as Zhejiang province's largest University park, there are nearly 200,000 college students. The students and workers are the main target consumers of top grade discount. They are sensitive to price, so the customer unit price is not high, but the shopping crowd base is huge.

Hangzhou people have never heard of the top grade discount, the micro-letter Experience Shop opened, many people think it is a micro-letter opened a real shop offline.

Indeed, in the store, the word "micro-letter payment" is everywhere. The entrance set up a "one Yuan Cola" marketing booth, consumers into the store binding micro-letter payment, sweep code out a penny to a can of Coke. Occupy three floors of shops to shoes, women's, men's, sports category, space, bright, but the shelf display and shop decoration is very simple, and department stores decorate a wide range of counters far away.

I can see that the new store is in a hurry. This is indeed the truth. After leaving Zhang's one-month remaining time, the top grade discount and Tencent are still in the details of the collision cooperation. Where does the cooperation with micro-letters work? is in the more mature Beijing Zhongguancun store, to Canton shop or moved to the new store in Hangzhou, everything is inconclusive. At the end of March, Eon, founder and president of the top grade discount, decided to attend the SAP Retail conference in Germany as planned, with CEO Shenhui and CIO Wang Huiti together. Wang Huiti Urgent, April 25 opened the day of the shop has been set, there are one months left, but nothing finalized, this time to go to Germany to attend? Tencent is also anxious, everyone is very anxious. But Eon insisted on attending. After the return of the two sides after a demonstration, the final decision to choose Hangzhou opened a new micro-letter experience Shop.

Eon said that Hangzhou's e-commerce atmosphere is strong, the site should choose Hangzhou, and the next sandy area, their potential to accept the Internet is very strong, this is the top grade discount most valued.

into the micro-letter Experience Shop you will find that the entire store has no cashier, shopping guide staff a pad (top grade discount specifically customized Android version), used to enter the customer to buy merchandise information. Customers take the goods to the shopping guide, shopping guide will be the number of goods entered the system, on the pad to generate a two-dimensional code, customers open micro-letter "sweep", you can generate orders on the phone, and then into the micro-letter payment, completed to take delivery. The whole process is less than a minute. Given the consumer's inherent consumer habits, the store has a service center on each floor, and customers who do not have to pay for it can swipe bank cards or cash payments at the help desk.

In order to encourage more customers to use micro-letter payment business, top grade discount also launched a "full 50 yuan, 10 yuan" and other promotional activities. According to the data provided by the top grade, the number of people who shopped in a micro-credit experience shop accounted for 70% of the use of micro-letter payments.

Retail analysts believe that the current consumer acceptance of micro-credit payment is still in the small payment stage, top grade discount of low-priced goods meet the demand for small payments, plus some promotional means, micro-credit payment will be easier to promote.

According to the top-grade side of the introduction, such a micro-letter model store cost than ordinary stores a lot higher. In order to enhance the interactive experience, the store spent more than 200,000 installed a large LED screen, the store-covered wifi cost of more than 100,000 yuan per year, plus broadband costs more than more than 100,000. In addition, a guide to the hands of a pad at least 1000 yuan, hangzhou shop nearly 800 shopping guide staff one. Future Test in other stores, a counter is expected to be one, at least 300 or so.

Technology-driven change

Top grade discounts have opened 10 stores in Beijing since its inception in 2000. With its chain-expanding model, it's not difficult to open a new store in three months. Located in the top grade of the department store discount shop, usually choose to open in the non-city core business circle, rent medium and with people flow of the lot, the customer unit price between 200-400 yuan.

Compared to big department stores, top grade discounts are small businesses. But in recent years, the top grade in the exploration of new technology in the department store has been more advanced. 2009, the first grade to abolish the unified cashier, through the guide to use pad to simplify the shopping process; In the same year, online stores on line, offline physical stores and online stores to implement the same price, and share the same inventory. Last year, the micro-letter to pay a line, top grade in the store access to micro-credit payment business. April, opened the country's first micro-credit experience shop.

"Eon is a very sensitive person to technology," top grade discount CIO Wang Huiti told reporters, because of this, she officially joined the top grade in January this year, as CIO. Top grade discounts have been set up as CIOs for many years, and are rare in the department store. May, in the micro-letter public class Shanghai station, Wang Huiti represents the top grade discount to share the Hangzhou micro-credit experience shop new rules and new play. She had a very strong sense of time and finished it in exactly 10 minutes.

For micro-letter payment, many consumers are not unfamiliar. Wangfujing department Store in March this year began to implement micro-letter payment, Yintai department store also opened the micro-letter payment function for some goods, consumers do not have to carry a wallet, also do not need to bring cards, with mobile phones can pay for shopping. What are the advantages of top grade discount and micro-letter addition?

Wang Huiti said, "All of our products are O2O, you can use the micro-letter shopping cart in the shop, although shopping in the physical store, but with the online transactions, you can use ' micro-search ' to search the whole store of goods." ”

You can do this behind the store has implemented a single product management system, the realization of the line on-line, after the top grade discount to achieve paperless operation. In Wangfujing department store, consumers still need to open a small ticket at the counter, to the cashier line, the cashier will enter the cash register system is a payment of two-dimensional code. And the top grade discount micro-letter payment, based on the digitization of a single product, will generate a commodity two-dimensional code. In other words, wangfujing just changed the store's cash register software system, and the top grade will be the real electronic products, the flow of the state can be reflected in real-time system.

Second, the top grade discount of this system allows customers to purchase goods and purchase behavior can be separated from time and space, so that line, line under the boundaries become blurred. Wang Huiti Introduction, when the consumer selected a commodity, you can sweep the stacking into the shopping cart, the function of the mobile shopping cart, and shop shopping cart, allowing you to hesitate, consider, or share to friends for your reference. In order to enhance the customer experience, top grade the day's shopping cart locked to the next morning 8 O ' Day. "In other words, you can decide to buy and place the order before 8 o'clock the next day-whether it is to leave the store to the restaurant order, or to go home after the order, as you choose." ”

"What if everyone is going to buy a shopping cart?" ”

"We don't make this malicious inference that we want to give consumers a new shopping experience," Wang Huiti said. She calls this experience "no pressure shopping", where customers want to place orders, and when they want to place orders, they are no longer subject to store restrictions.

Tencent Marketing department told reporters that micro-letter in such a shopping process, not only involved in the payment link, its sharing and social functions have been applied.

At the same time, the mobile phone under the single system to support the store and express two ways of delivery, when the customer chooses the express way, the automatic jump to the receiving address of the interface, enter the address information, the store will send you buy goods to the specified address. This means that if you feel that something is too heavy to move on, or that you don't want to carry a shopping bag to a friend's party or a job meeting in the evening, you can choose to send it home or the company.

"What is the online consumer, what is the offline consumer, is now very blurred." The same goods, can sit at home with ' micro search ' the order, also can come to shop sweep code. So the same order, unless he told me, I do not know that he is standing in the shopping guide next to a single, or go out in the café next single, or go home to order. If we have to define what is online and what is offline, it doesn't make any sense. "Wang Huiti said.

Not ideal, in addition to each layer of "flash shopping zone" has a part of the goods with two-dimensional code tag, consumers can directly scan the code, most of the goods have not "two-dimensional code identity", consumers must rely on shopping guide to the goods one by one input the hands of the pad, in order to generate a two-dimensional code. Just received the training of the shopping guide staff is obviously not skilled, the input process is often wrong, have to repeatedly check the commodity number in order to find the product in the system. This means that if the customer is a lot, in the past in the bank queues in the situation will become in the shopping guide line waiting to sweep code, the so-called convenient, fast does not necessarily achieve.

Top grade discount CEO Shenhui that the popularity of two-dimensional code is also dependent on the maturity of technology and consumer spending habits of the promotion. When the environment is more mature, the brand Chamber of Commerce to consider each item has a single product of two-dimensional code, and further, even in the future when the merchant produces products with two-dimensional code.

It's hard to get through

Since the retail industry began to pay attention to the Internet transformation, how to get through online has been a difficult problem, many large department stores are difficult to overcome, why top grade discount can do? Why does micro-trust's mobile tool play a role in promoting it?

In essence, single goods management is the biggest obstacle for traditional retailer to do O2O. According to the general transformation path, retailers will open their own online shopping malls. But the consumer in the online order, each commodity every transaction is visible and can be data, E-commerce is essentially the default in a single product management system under the transaction. But when a company owns two of online and offline platforms, trouble arises. Luchentei, deputy director of the Center for Retail Research at Peking University, said that the traditional department store is not a single product management, a brand is a SKU, specific to the brand of goods is not within the management of the department store business. This actually led to the management of the store is very extensive, managers see sales data, rather than the sales trajectory of each commodity, also can not and online platform docking.

First-grade discounts, like department stores, take the traditional, extensive management model. But in 2009, the company was ready to open a shop on the Internet, encountered a lot of problems.

According to Shenhui, the top grade and other retailers, like the practice of setting up a department to do E-commerce, responsible for shop sales. "Because the goods did not manage at that time, customers in the online after the order, what color, what size are the stores to ask, the efficiency is very low."

Eon decided to put all the goods into the system to achieve the digitization of a single product. 2009, the top grade for the shopping guide staff equipped with hand-held PDA equipment, required all merchandise information from the PDA input, and then gradually evolved to the Android based on customized pad terminal.

Top-grade online shop online, realize the same price line with the integrated operation, which means that, whether online or offline sell a commodity, the entire single product management system will be deducted this item inventory quantity, line on-line is interoperable.

Simple entry of goods is just a basic work, the real change lies in all the management, sales staff requirements online, offline through, formerly responsible for offline store sales personnel, now also want to explore online retail.

"At that time Eon description line under the integration of the scene, basically everyone is opposed to, first of all, that the single product management This matter can not be done." "In fact, the whole retail industry in China is very few to do this, not to mention the top grade discount such a small company." "And for top grade, the biggest turbulence is still behind." In the real store and the electrical business in the process of really getting through, there are some management to leave, they do not think they can do. "Shenhui said.

Previously in the store sales front-line staff, facing the line of different drainage methods and sales rules, which requires the same line with the two thinking and two kinds of skills, their past experience can not be applied online, many people can not accept this change.

Eon insisted on the idea, "you have to do, you do not have to do."

The pressure comes from outside, and the brand is not willing to cooperate at first, fearing that its business data will be leaked. Because of this set of single goods management system, requires each brand to carry out detailed data entry of all the goods into the store, real-time update, so as to grasp the detailed information on the operation of goods.

Wang Huiti said, "Retailers do O2O, can not be separated from the management of a huge SKU, which will not only face high costs, nor is it easy to manage the enterprise management, the supplier is not willing to provide the product information to you." This means that, at the retailer level, the difficulty of doing O2O is much more than the brand, can do a good job mainly to see the enterprise's ability, courage and overall planning force, dare to move the knife in their own body. ”

Shenhui that the traditional department store to do a single product management, from the technical can be achieved, the real difficulty lies in management, from the top to the lower level will be inconsistent with this change. The first is the idea of unity, followed by the organizational structure to make changes. Hard is not in the hardware, but in the ' soft ' aspect. ”

Wangfujing Department store group vice president and CIO Liu Changxin to "Chinese entrepreneur" said: "to the market for brand merchandise to carry out a unified input is not realistic, single product management also rely on the brand counters in this link to complete." They (top grade) practice has the reference meaning, but from quantitative change to qualitative change still have very big difference. Big department stores from the level of goods and complexity, the gap between the two sides is quite large. ”

For large department stores, the single product management of the vast, self-evident. Take the top grade discount of the Xiasha shop, only more than 200,000 SKU, and department stores frequently millions SKU is 10 times times more than the top grade.

However, even if the implementation of the line to get through, the traditional retailer will face an embarrassment, that is, they worked hard out of the online shopping platform, is not the general consumer shopping entrance preferred. In the days of Cats, Beijing-east and other large-scale E-commerce platform is becoming more mature, and after the electrical business to open shop is a move slowly. In reality, few traditional retailer's online stores can get the same attention and scale as offline entities.

The purpose of opening an online shop is to get closer to the consumer. The advent of mobile e-commerce era, so that offline retailers can use micro-letter such a platform to achieve offline stores and mobile terminals to "get through" to the PC era of E-commerce to achieve "corner overtaking." According to Tencent's data, the number of micro-letter consolidation active account reached 355 million, many government agencies and enterprises through the micro-letter interface to carry out business.

On the basis of single product management, top grade discount micro-credit experience Shop The next point is based on the acquisition of customer consumption behavior and member data to do depth member management and membership marketing, thoroughly break the department store to do brand leasing and commercial real estate traditional business model.

Wang Huiti said, "After the single product management, when the goods, when sold out, clear." If a product is not sold for a long time, consider replacing it with the supplier. "But in the past a shop, only know how much customers pay, do not know exactly what to sell."

In the member-level marketing, the industry believes that the top grade discount will learn from Tencent's member management experience of QQ to increase the different "play", at the same time based on the acquisition of consumer data for accurate positioning.

"Will you be able to understand what consumers are buying right now, and then push them exactly?" ”

Wang Huiti shrugged, noncommittal. "This is actually a paradox. Everyone is talking about doing data analysis, analyzing the user is who, what he needs, but the real to the consumer level, who would like to be pushed? ”

Wen/Zhang Dongya