How much impact will the changes brought about by smart retail have on your and my lives?
At the end of the last century, when you want to eat a table of big fish and meat to improve your recent meals, eating out is a good choice, but because this will exceed your consumption expectations, buying home and cooking for yourself becomes your only choice.
So, you wore a shorts and a vest to the farmer’s market, to the vegetable stall you are familiar with, and ask your grandfather and aunt about the commodity prices and bargain. When the price exceeds your psychological expectations, you will "pretend" that the goods are too expensive, creating the illusion that you are going to leave. At this time, the voice of "young man, I have it for you, take it away" sounded. You smile to yourself, hiding your merit and fame.
Now, you will still buy your favorite foods, but the dining scenes you can choose to consume are no longer single. Cross-border supermarkets are one of your many choices. There are not only domestic aquatic seafood, but also from two days ago. Fresh seafood delivered by air from Australia, Japan, European and American countries. At the moment when facing the price on the product label, you may have a psychological question like "Why is this lobster so cheap?" After getting an affirmative answer, you will confirm with the waiter that you need this kind of goods, and then choose to process them on site or take them home to enjoy them slowly.
A few days later, you watch TV at home and rest. When the taste of Australian lobster is still unsatisfactory, you download the app and choose to place an order online. In less than an hour, the cooked lobster will be delivered to you again. Although you are still wearing a pant and vest, you enjoy the feeling of being a VIP without leaving home.
This is one of the typical changes brought about by the era of smart retail.
Great changes brought about by smart retail
The core of smart retail is to integrate digital and intelligent technologies and platforms into the purchasing behavior, scene experience, production design and tracking services generated by consumers to meet the needs of enterprises for consumer observation, supply chain management and scene layout. Benefit optimization, open up online and offline traffic to achieve precise marketing of online operations and customer acquisition, conversion, and efficiency improvement of offline stores.
The business format upgrade of smart retail is actually the smart upgrade of the three elements of the retail industry, “users, commodities, and scenes”, and implements full-chain management and control of consumers, supply chains, and refined operations of scenes.
From the perspective of consumer insights, it can be divided according to three dimensions to build user portraits, behavior predictions and precision marketing, and enhance user experience. The three work together to create a digital connection.
Commodity and supply chain management is the second factor in the upgrading of retail elements. In the process of transforming to a smart retail system, digital products and technology are combined to build the foundation of digital models for online data analysis and offline scenarios. Every time a user touches a product, there is a record of the data. How to manage the flow of the product and control the exposure of the product has become the key.
Finally, the refined operation of the scene is an important method to save retail operating costs, effectively improve operating efficiency, and increase retail sales on a large scale. The key content of different scene operations is also different.
Icon: Comparison of major players in catering + supermarket
Source: Everbright Securities, compiled by 36Kr Research Institute
Players are positioned differently, and the smart retail ecosystem is huge
In this report, the industry map of smart retail is aimed at offline scenarios and related market participants. In all scenarios where users participate, from online to offline, logistics methods and payment methods are involved, including the implementation of technologies that assist various scenarios to achieve goals.
The positioning of each online platform is different. There are integrated e-commerce companies such as Suning.com, Taobao, and JD.com, as well as community e-commerce companies such as Xiaohongshu and Mogujie. In addition, there are Vipshop and Beibei. Such vertical e-commerce and brand e-commerce such as Lenovo Mall and Haier Mall. The e-commerce platform customizes special scenarios according to user preferences, quickly gains users' favor, and retains customers with a fast-responding supply chain and convenient payment system.
The positioning of offline scenes includes Suning Tesco Plaza and Wanda, which are located in large shopping malls, unmanned retailers such as Xianjian, Daily Fresh, and Suning Tesco Biu, as well as Hema Xiansheng, which is positioned as a cross-border supermarket. , Super Species, Su Xiansheng, JD 7FRESH, etc., and 7-11, Suning Xiaodian and other convenience stores serving long-tail users. The transformation and upgrading of offline stores is the core content of the layout of smart retail sinking offline. The types of stores in the current market have covered the core business districts and dense residential communities of first- and second-tier cities.
Under the trend of mobile Internet occupying traffic hotspots, multi-channel development of offline scenarios, combined with online own traffic portals, advertising traffic portals, and payment traffic portals, solves the three pain points of users in terms of time, distance and experience, and is smart retail The core problem to be solved by development.
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