Improve supply rate and optimize supply chain
New consumption expansion is at the time
As the China
epidemic prevention and control situation continues to improve, and the pace of
digital transformation of physical businesses has accelerated. In the field of catering and retail, new consumption is showing strong vitality. New consumption models such as live streaming, community group purchases, and contactless services have developed rapidly, and the
digital transformation of physical businesses has accelerated. According to data from the National Bureau of Statistics, in the first three months of this year, the role of online retail in promoting consumption has further increased. The online retail sales of physical goods accounted for 23.6% of the total retail sales of consumer goods, an increase of 5.4 percentage points from the same period last year.
● Accelerate online and offline integration
"There are a lot of consumers in" cloud shopping "." Wu Gaoyang, a shopping guide at Beijing Suning Tesco Fengtai Yangqiao Store, is introducing products online to customers in the "live broadcast room". At present, the customer traffic of offline stores is gradually recovering, and many consumers place orders online remotely, and the stores deliver the goods after receiving the orders.
"Live streaming allows Inline to target consumers of more ages and different regions, not only driving online sales, but also increasing user stickiness, allowing brand culture to be presented to users in a fuller manner, bringing new opportunities to offline stores. Passenger flow. "Cheng Xu, deputy general manager of Beijing Neiliansheng Shoes Co., Ltd., introduced that the company's employees have bought supplementary lights, and will normalize live broadcasting in the future. As a well-established shoe company with a history of 167 years, embracing digitalization has brought Inline's proximity to consumers.
Affected by
the epidemic, offline stores such as restaurants, supermarkets, and shopping malls have suffered. Customer traffic has been greatly reduced. Offline stores have launched online channels to accelerate the development of online and offline integration. They have settled on e-commerce platforms, live broadcast goods, and operate member WeChat. Group, provide contactless services, and provide consumers with better services by opening up multiple consumption scenarios.
Business big data monitoring shows that there were more than 4 million live broadcasts of e-commerce in the first quarter, of which household items, kitchen utensils, fitness equipment, etc. were favored by consumers, an increase of more than 40% year-on-year.
"People's consumption patterns and consumption habits are changing." Jiang Yan, a middle school teacher in Changchun, Jilin, said that the old people in the family would not consider buying fresh goods online, but now they often buy food online, and their acceptance of fresh food online has increased significantly. Statistics from the National Bureau of Statistics show that among the online retail sales of physical commodities, food and consumer goods increased by 32.7% and 10.0% respectively.
In response to the outbreak of the epidemic and promoted the rapid development of many new industries and new formats, the explosive growth of consumer demand such as fresh food distribution,
new retail, and online medical care has enabled more and more people to enjoy convenience. In the first quarter, China's cumulative mobile Internet traffic increased by 39.3% year-on-year. In March this year, the average mobile Internet access traffic per household reached 9.5GB, the highest point in the past 12 months.
● Transformation and upgrading of physical business
"As soon as I walked into the store as if I had entered the cherry blossom forest, I just wanted to buy a bottle of coffee and left. I couldn't help but also bought some cherry-flavored sweets." Wang Qing, who works at SOHO in Hongkou, Shanghai, said happily, "Of course I have to take pictures Share, the mood suddenly brightened up. "
From mid-March to mid-April, Convenience Bee launched 6 cherry blossom themed stores in Beijing and Shanghai, not only decorated with cherry blossom elements, photographed walls, but also put on a large number of cherry blossom flavor snack products and cherry blossom hand sanitizers and other daily necessities. Consumers You can enjoy "flowers" while shopping, which attracts many surrounding residents.
Fan Chunyan, vice president of Suning.com platform operation group, said that although
the epidemic quietly changed part of consumers' lifestyles and consumption habits, the focus on experience and the pursuit of personalization is still the same theme. Retail enterprises should return to the nature of the market, gain insight into user needs and changes, adjust marketing and channel layout, and initiate proactive and positive changes.
For physical stores to retain consumers, on the one hand, they must continue to meet consumers' pursuit of quality, cultural entertainment and other added value, launch personalized services and products, and provide a safe, healthy, and immersive shopping experience; on the other hand, It is also necessary to accelerate the transition from "consumption to store" to "consumption to store + home consumption", and improve the end logistics distribution capability.
A few days ago, the Ministry of Commerce issued the "Notice on Doing a Good Job in Stabilizing Foreign Trade and Stabilizing Foreign Investment and Promoting Consumption in Response to
the New Coronavirus Pneumonia Epidemic", and proposed to encourage e-commerce, express delivery and other enterprises to cooperate with physical stores, commercial buildings and residential properties, and develop cooperation in terminal distribution services. .
In order to meet the daily consumption needs of community residents, build a department store supermarket at the doorstep of the house, cooperate with Cainiao Inn and National Chain Store Supermarkets such as RT-Mart, Auchan, etc., and launch the group purchase service of the station. Cainiao Inn is responsible for solving the last mile delivery problem. Cooperation with hypermarkets means that community residents have more than 20,000 types of products to choose from, including fresh ingredients, daily necessities, etc. Consumers only need to use their mobile phones to place orders at the community's rookie station, and after booking the goods, they can wait for collection at home express delivery. At present, the group purchase of Cainiao Inn has been opened in Nanjing, Suzhou, Chengdu and other places, and is gradually being promoted to the whole country.
According to statistics from the State Post Bureau, in the first quarter, the total volume of express delivery service enterprises in the country totaled 12.53 billion, an increase of 3.2% year-on-year. Especially in March, with the full restoration of the service capacity of the express delivery industry, the business volume of express delivery service companies across the country increased by 23% year-on-year. Bian Zuodong, deputy director of the Market Supervision Department of the State Post Bureau, said that e-commerce and express logistics are mutually promoted and closely linked. At present, the online retail sales of physical goods supported by the express delivery industry have accounted for 1/5 of the total retail sales of consumer goods. Now, the daily delivery volume has exceeded 200 million pieces, which has basically returned to normal levels.
● Policy efforts to boost demand
Early morning on April 28, Zheng Yi, a citizen of Changsha, Hunan, could not wait to open the Pinduoduo APP. Search for "Double Product Online Shopping Festival", enter the event venue, and click on the topic of "Big Brand Maternal and Child Products". After shopping around, she is satisfied with ordering 4 packs of diapers.
"The activity is very strong. In the past, I bought this brand of diapers. It costs more than 100 yuan per package. This time it was only 78 yuan per package." Zheng Yi is a post-95 mother and her daughter is just half a year old. I learned that the "Double Product Online Shopping Festival" not only has a wide variety of products, but also has great prices. She plans to take advantage of this opportunity to "go shopping" and buy baby toddler shoes, enlightenment toys, safety seats, and some life at home. necessity.
The “Double Product Online Shopping Festival” was held by the Ministry of Commerce, the Ministry of Industry and Information Technology, the State Post Bureau, the China Consumers Association and other departments from April 28 to May 10. It is understood that more than 109 platforms and enterprises participated in the “Double Product Online Shopping Festival” this year, and will vigorously use new models such as shared factories and live broadcasts to bring consumers an all-round and full-process shopping experience.
A few days ago, the Ministry of Commerce issued guidance on coordinating the promotion of business system consumption promotion, and proposed to accelerate retail innovation and transformation, encourage digital development of retail enterprises, create immersive and experiential consumption, and promote the consumption of new formats, new models and new scenarios. application. Enlarge and refine the “Double Product Online Shopping Festival” activities, guide e-commerce companies to rely on data, accurately match the new needs of online consumption, vigorously develop personalized customization, flexible production, and accelerate online and offline integration.
"I just recharged 200 yuan in a restaurant, I spent 100 yuan myself, and used 100 yuan for electronic consumer coupons." A few days ago, Nanjing Nanjing citizen "Old Record Song Jun" posted a bill on a social networking site, and he won over 150 yuan. Reduce 100 yuan of food and beverage electronic consumption vouchers.
Through the online number-sharing method, Nanjing City publicly issued 318 million yuan of electronic consumer vouchers for catering, sports, rural tourism and other categories. The electronic consumption coupons issued by the Internet platform can be directly deducted by consumers after payment online, which is more convenient to use and further stimulate consumer enthusiasm; at the same time, the government can dynamically adjust the consumption coupon distribution strategy online to accurately stimulate consumption .
In the past few days, various regions have introduced a series of measures to activate new consumption potential. Shanghai launched "cloud shopping" models such as "cloud live broadcasting", "cloud shopping", "cloud shopping pop-up shop" and so on. Shenzhen initiated the "micro-vision fresh powder festival" to help enterprises expand their e-commerce sales channels, and the Hangzhou Wulin business district opened. More than 100 county heads and mayors from across the country entered the live broadcast room to "endorse" local products ...
"The next step will be to foster the development of new consumption, accelerate the construction of a new generation of information infrastructure focusing on 5G networks and data centers, and strive to promote full coverage of information services. Encourage the development of a new online and offline integrated consumption model and promote traditional sales and service online Upgrade. "Ha Zengyou, director of the Employment Income Distribution and Consumption Department of the National Development and Reform Commission, revealed.
Wang Bin, head of the Consumer Promotion Department of the Ministry of Commerce, also said that he will further support the innovative service model of the e-commerce platform, encourage the digital transformation of the physical retail industry, promote the in-depth integration of online and offline, and promote the popularization of new consumer formats, new models, and new scenarios.
