Passive Attack OR Active Attack? Digitalization Opens New Retail Doors

Taleb, the father of the black swan, believes that people do not do nothing in the "black swan incident". We can enjoy the advantage of the black swan phenomenon by exposing ourselves to the good black swan event. 17 years ago, after the SARS, the electricity supplier has made considerable progress. This time, perhaps, is the opportunity for deep digital change in the retail sector.

　　 First, self-help is the only rule of existence. These data of inverse growth illustrate facts.

According to a set of data collected by Tsinghua Peking University joint research, retail sales dropped sharply during the epidemic period: over 90% of shops closed below the line, basically no sales, and online electricity suppliers also had 50-70% orders declining. More than 8 of SMEs can only stay within 3 months.

But from another perspective, the epidemic is also forcing the retail industry to do a deep transformation.

Over the past few days, we have paid special attention to the self rescue measures taken by some enterprises and achieved fairly good results.

Anta launched the new sales mode of "full guided shopping", with sales of tens of millions broken. On the Taiping bird pass line, half of the shops were temporarily suspended, and the total daily retail sales were 8 million +; and Inman used community marketing to achieve more than 50 stores' sales and daily sales of 140%.

In our view, all these enterprises that are in contrarian growth have made great preparations on the road of digitalization. So that under the influence of emergencies, we can quickly break the original routine thinking, reorganize our marketing mode, and get the advantage of first out.

　　 Two, take the initiative to find a way out, how can the retail industry be "comprehensive online"?

We have had a deep chat with some retailers and brand executives. "What is the most difficult thing for us to do under epidemic situation?" Generally, there is a common conclusion that entity traffic is almost zero, but there is no breakthrough on the line.

By comparing these "active breakout" enterprises, we believe that there is a key strategy here: before people are looking for goods, now they are looking for goods.

How to understand goods to find people? Here, re comb the relationship between people's freight yard. People used to look for goods in shopping malls or on electronic business platforms. However, affected by the epidemic, the volume of physical stores is very small now, and the impact of logistics is also serious. But consumption is still there. We need to display the goods in front of consumers. The more exposure the goods are, the more accurate the customers will be, and the higher the efficiency of transformation. At the same time, online social and offline entities have merged into a new "field".

Taking Anta, Taiping bird and Yin man as an example, we can see a few key points behind their counterattack:

1, digital base construction.

2, long-term storage of private area traffic pools.

3, Tencent smart retail multi tool combination, find the transformation of the best solution.

　　 Anta's "full retail" staff turned into a shop.

Anta has more than 1 stores in the country. If these more than 10 thousand stores are in shock, Anta will lose a lot. So in the first few days of the epidemic, it launched the "full retail" project.

Its practice is to mobilize more than 30 thousand employees and distributors to participate in the war. As a result, tens of thousands of "small shoppers" will be launched across the country, and even if each sub class corresponds to 100 target customers, it can reach millions of precise customers directly.

At this point, the potential of private sector traffic is breaking out. This is mainly due to daily accumulation and strategic cooperation with Tencent WeChat. These stores are fully awakened to customers of their own traffic pools through enterprise WeChat or personal WeChat.

At the same time, we can distinguish between old customers and Na Xin, from the marketing means. In terms of performance, Anta has 60% of its customers in the epidemic period, old customers and 40% new customers. As of February 10th, Anta's official website sales and consulting volume had exceeded the same period last year, with sales of tens of millions.

　　 Taiping bird released the ability of a shopping guide to move the store to WeChat.

Shopping guide played a great role in the war epidemic process, because they usually communicate directly with consumers, have a strong trust relationship, plus the foundation of the physical store, it is easier to achieve online transformation. Taiping bird's more than 4500 stores, fully tap the ability of the first line shopping guide, through the training of shopping guide, the use of online small program distribution, live broadcast, community marketing, enterprise WeChat and other smart retail tools, seize the opportunity.

A store manager of a Taiping bird dress Ningbo district said that during the epidemic period, they were more likely to create performance by way of regional tug of mass. The whole region is jointly planning the live broadcast of the small program, and every day for 2 hours of WeChat live broadcast. Besides, the daily stores WeChat group and personal circle of friends also do not stop operating. They will regularly greet customers, introduce new products, wear recommendation, discounted goods distribution, and live announcement. During the epidemic season, there are many preferential discounts for winter and spring. Customers can submit orders through small procedures, such as Shun Feng, mail delivery and so on, which will provide a lot of convenience for their performance.

It can be said that Taiping bird shopping guide almost moved the shop to WeChat. Half of the businesses were temporarily suspended, and the average daily retail sales were 8 million +.

　　 Inman uses social marketing to guide customer order procedures.

Hui Mei Group's brand, Yin man linked more than 600 stores nationwide to carry out community marketing.

For example, every morning from 9:30 to 8 in the evening, more than 600 shopkeepers in the country will launch specific products in the circle of friends, WeChat group or one to one communication with fans, each half an hour, and consciously guide customers to place orders in small programs. Up to now, the "Yan man micro shop" small program daily active users have exceeded 65 thousand people, exceeding the number of active eleven days in 2019.

According to the relevant media, the "comprehensive online" of the retail industry is building a new business model, cutting off the front line and offline, accelerating integration. The value of full retail sales will continue to enlarge, no longer limited to the sales scene of the electricity suppliers or entities, but at any time and anywhere "online transformation". For consumers to achieve offline experience, online touch up, full channel coverage, become an irreversible trend in the retail industry.

　　 Three, the retail industry or really usher in the "big turning point"

The 2019 digital economic report released by the United Nations mentioned that the driving factor of digital economic expansion is the digital data and digital platform.

The three elements of human, goods and field will be reconstructed and connected by digital data and digital platform. That is to say, it is necessary to build three links, accommodation points, performance and data. Among them, the digitalization of people will become the core. It is particularly important to note that digitalization is not only a technology application, but also a "full staff movement" for enterprises.

Based on this, we believe that the promotion of the digitalization of retail enterprises should be done from 3 aspects:

Unity of thinking. The first step is to achieve top-down thinking in order to bring about synergy.

Organizational restructuring. Comprehensive digitalization should break the existing organizational structure and KPI examination. Especially the integration of electricity suppliers and entities, as we mentioned earlier, digitalization can even turn all the staff into salesmen.

Operation thinking change. With consumers as the center, the online and offline full contact path can be operated to achieve efficient transformation.

Through this epidemic, retailers should have the ability to carry risks. Smart retailing is also a CEO project. Digitalization is the key to opening new doors, but at the same time, it is also a long-term project. Long term layout can achieve long-term competitiveness. After the outbreak, a new round of competition in the market will follow, and the "big turning point" of the retail industry is likely to come.