So, how can traditional retail stores meet the changing consumer demand? Recently, the new marketing field visit to the Jingdong convenience store, to see the transformation and upgrading of traditional retail stores for Internet companies, Jingdong is how to do.
Closed scene of the intelligent convenience store
Jingdong convenience store
The Jingdong convenience store visited by the new dealers is located in the Jingdong Group building, and the white-collar workers who commute to and from work every day are the main audience of this convenience store.
The fast-paced life and work, so that office workers rarely have time to shop, and this Jingdong convenience store will be the daily needs of casual snacks, milk drinks, toiletries, self-heating food, etc. "moved" to the office building, office workers "without leaving home! "The company's newest product is a new product that will be available for sale in the market.
This Jingdong convenience store is not a convenience store in the traditional sense, but a modern intelligent retail terminal, Jingdong will be accumulated over the years of big data capabilities, consumer insight capabilities, commodity marketing analysis capabilities, intelligent management capabilities, etc. applied to this 20 square meters of the small store.
First of all, all the commodities in the store are based on the life and work patterns of the consumer groups, combined with the ability of Jingdong's new channel to accurately select products for the combination of commodity structure. This is also an important reason why more than 600 SKUs in a space of only 20 square meters can meet the basic shopping needs of daily commuters.
Secondly, the application of intelligent technology in the store, such as ink screen electronic price tags, face recognition, and face payment, greatly improves the sales efficiency of the store, while also reducing the excess labor costs.
A corner of the store, consumers buy, pay
According to the store's merchandise sales data, staff can also carry out timely replenishment, as well as stage time nodes of the "scene replenishment". Through "scenario replenishment", the sale of goods can be increased, and by increasing the rows and displays of a certain product, sales can be increased, and the overall profit of the store can be increased.
Xi'an a place Jingdong convenience self-service store
Not coincidentally, at the end of July, Xi'an, an office building at the entrance to the same appeared only more than 10 square meters, specifically for the white-collar crowd of Jingdong convenience self-service store, in less than half a month, the daily flow of water to cover the cost of rent, labor, utilities and so on, and has been on the rise. It is not difficult to see that these new convenience stores have the following characteristics:
1. small store area: the area of such convenience stores is generally small, and the cost of store rent is relatively low;
2. a wide range of commodities: although the store is small, it sells all kinds of commodities such as milk beverages, food, rice balls, bread, and so on, which can maximize the satisfaction of consumers' daily needs;
3. .Intelligent operation: the use of facial payment, electronic price tag, etc., easy to consume, intelligent experience;
4. Light business model: the store area is small, and standardized operation, the business model can be replicated high.
These small Jingdong convenience stores are not only suitable for offices and office buildings, but can also be customized according to the needs of the store owner and the point of the environment, in libraries, schools, airports stations, and other scenarios.
Thousands of stores and thousands of stores
Whether it is the Jingdong convenience store at the headquarters of the Jingdong Group or the Jingdong convenience self-service small store in Xi'an, the support of Jingdong New Channel is indispensable behind it. As the domestic industry's leading B2B platform for fast-moving consumer goods, Jingdong New Channel is not only able to provide one-stop high-quality goods support for more than a million stores across the country, but also complete logistics distribution and after-sales service to solve the store's merchandise purchasing problems.
At the same time, relying on the data capabilities of the B2B2C whole chain, Jingdong New Channel also introduces diversified traffic and innovative marketing modes through the output of brands, models and management, and continuously helps traditional retail stores realize digital upgrading by improving their own retail capabilities in multiple scenarios.
For example, the new channel further strengthens the unification of the six aspects of the store's image logo, store control, facility configuration, service standards, merchandise planning, logistics and distribution, and then continuously optimizes the consumer's shopping and consumption experience in the store. In addition, the new channel also introduced for the store Jingdong APP, Jingdong convenience GO, Jingdong to home, Meituan and other diversified open traffic, to promote conversion, drive sales.
Zheng Hongyan, Vice President of BOE Group and President of New Access Business Unit, Big Supermarket Omni-Channel Business Group of BOE Retail Group (left), and Zhao Bo, Founder of New Access (right)
Zheng Hongyan, Vice President of BOE Group and President of New Access Business Unit, Big Supermarket Omni-Channel Business Group of BOE Retail Group, said, "The essence of retail is cost, efficiency and experience. The new channel gives the solution is based on digitalization based on intelligent transformation, based on the ability to accurately match commodities with user profiles. One of the most important points in the future business model is that you can give consumers the right goods in the current scene and time.
In the past, the new channel, the accumulation of a complete store supply capacity, we also built a store ERP system based on uploading the user profile, downloading the ability to determine the store's sales and inventory. New access to build out the Jingdong convenience store in a thousand stores at the same time, in the service and can do a thousand stores."
If before the new access emphasizes the empowerment of traditional stores, now the new access is in a new posture, groveling into the retail field. Based on the ability of the commodity, the ability of the data, the insight of the demand, the scene mastery deep plowing the front line, and ultimately promote the digital upgrade of the offline retail stores.
Helping brands create incremental market volume
The value of the intelligent supply chain of Jingdong's new channel lies not only in helping stores procure full-category, high-quality and low-priced commodities, and in helping stores distribute more efficiently, but also in being able to help brands truly realize the linkage of online and offline business, and provide brands with the ability to develop, price-position, and market their products through an insight into the differences in consumer behavior, consumption habits, and shopping styles across different consumption scenarios. The company's product development, price positioning, marketing strategy and distribution policy provide a more comprehensive decision-making basis, and the market strategy is truly targeted.
In the past, transactions and deliveries were completely separated, and the online and offline systems were very difficult to efficiently connect in real time. Online data could not effectively guide the offline, and offline transactions could not be fed back to the online system, which was extremely inefficient.
Consumer self-service settlement
The Jingdong New Channel through the store's intelligent system will be merchandise, consumers and stores effectively connected together, all the transaction data in real time online, the consumer image visible at any time, the commodity inventory sales situation is clearly visible, which for the brand's merchandise promotion, new product testing to build up a good infrastructure. Compared to the past, the product validation and market rollout cycles of brand merchants will be greatly shortened, and the distribution efficiency will be greatly improved.
For traditional retail stores, the only way to achieve healthy and sustainable development is to constantly arm themselves with digital tools and methods, and to choose good partners. With the acceleration of digital penetration in various industries, intelligent, digital distribution methods are bound to become a necessity for all enterprises, and Jingdong New Channel will undoubtedly become an excellent partner for all brands, distributors and retailers in the process of digital upgrading and transformation.