How Does New Retail Meet The Current Complex Consumer Demand?

New trend of consumption upgrading: content + experience

Once, with one.

I have a heart to heart talk with my friends in private. I said, your Liu (Qiang Dong) always said that he had a headache and the customers couldn't go on Jingdong.

I think this is inevitable. If we compare Jingdong with Taobao, you will find that the biggest gap between the two sides is the lack of a content layer.

Please note that I am talking about content rather than content.

Because of the content plate, the vast majority of e-commerce companies have, but the content layer is not, because the content layer is to infiltrate content and community into the entire platform, so that users can have a deep experience, rather than set up a channel; in the platform's product logic, melt into the capillary of the content and community.

Because content is the traffic distribution mechanism, it determines the trend of traffic.

You see, Ali has two layers of multi circle content layers inside and outside Taobao, such as Da, Wei Tao, micro-blog, and Da Wen entertainment. But Jingdong, though there are, does not make a distinctive feature, although it sits on the entrance of WeChat's QQ two super social platform, but it is not a sense of content and community.

Throughout the business circle, Alibaba did well.

However, if I say this again today, I may have to change it, because the biggest trend of the current era is consumption upgrading. In the demand of users' whole consumption upgrading, the content layer is to find good products, and experience is also found to be good.

If we add this experience to the content level + experience, we may get out of another new world in the upgrading of consumption.

This idea is due to the recent thinking of several cases, Lei Jun's ideas on the upgrading of new retail consumption, the store plan of three squirrels and prairie plains, and the three major scenarios presented by Zhang Lianglun CEO.

First of all, Lei Jun, chairman of Xiaomi technology, believes that consumption upgrading is not more expensive, but the same price can buy better products.

It has good performance and good quality.

It's also very beautifu.

So at the beginning of the business, Xiaomi set the price close to the cost, so that millet can make high-quality, cost-effective products.

Then, by serving a large number of customers, the Internet will be used to build profitable business models.

He also believes that the new retail is to improve efficiency and experience, that is, let users better experience the quality but not expensive products.

Based on this judgment, millet is developing rapidly both in the electricity business and in the new retail business of MI Jia.

Lei Jun said that the home of Xiaomi was basically the largest selling shop in the supermarket where we went in.

The colorful city of Beijing opened last month for ten months. We were 250 square meters on the ground floor and one hundred thousand square meters in the whole shopping mall. Their store manager said to me, "our sales account for nearly 10% of the whole shopping mall"! So at the beginning of this year, they presented a prize called "the best star", with the largest traffic volume and the highest sales volume.

This is the pulse of consumption upgrading in the new era.

The three squirrel's Zhang Liaoyuan's understanding of consumption upgrading is at the spiritual and experiential level, the spiritual level is shaping the squirrel IP, and even learning from Disney's theme parks and filming.

Experience level is to set up offline stores, and their offline stores have carefully designed the links for users to participate, so that people feel different.

These practices are integration of content and experience.

Bei Bei net CEO Zhang Lianglun thinks, in the new consumption upgrading situation, businesses should provide better quality products at the same price, and the same quality products should have lower prices.

At the same time, businesses should provide consumers with more efficient, exclusive and interesting scene shopping experience.

Specifically, innovative service experience can be divided into three levels: scene shopping experience represented by content shopping guide, scene shopping experience represented by interactive community, and scene shopping experience represented by big data.

The so-called content shopping guide means that in addition to using short videos, live broadcast and other ways to attract fans, on-line shopping "and" ask everyone "business, allowing users to generate content.

On the interactive community, they launched the last year's online parenting baby, known as the "baby version of Instagram" in China, and launched the idle and parent-child city business in early August. The common feature of these businesses is that they all have strong social attributes.

According to the world clothing and shoe net, the big data aspect is the scene of intelligent access, the user activity and the return visit rate continue to go up, and the GMV output of the specific scene has also increased several times.

These three cases are all solutions based on the upgrading of consumption. They have also achieved good results. Why do they do so well?

Don't misunderstand consumption escalation.

When it comes to consumption upgrading, you may have two feelings: first, feel that you need to buy quality products as much as you want, so you need to import a bunch of high-end products. The other is that consumption promotion should be subtracting and lowering the threshold. For example, the original luxury room KTV, now we need to make Mini KTV, so that users can enjoy the feeling of K songs with the time of fragmentation.

Then, how to upgrade or downgrade consumption? How can new retail meet the current complex consumer demand? We must know that even the shoe king BELLE, who is located in the middle class, has collapsed in the background of the rise of the middle class, and has fallen off in the confusion of consumption upgrading or demotion.

This problem is also the need for many electronic business platforms to solve and clarify ideas, especially the new vertical e-commerce platform. If the idea is not clear, it will be swallowed up by the giants or quietly sink down in the pformation of the industry.

We believe that consumption upgrading must exist, but there is no need to get entangled in addition or subtraction.

Addition and subtraction is a problem for primary school students. If we are entangled at this level, we only fear that the problem is too labelled. In another dimension, the essence of consumption upgrading is the change of consumption experience.

Under the background of consumption upgrading, consumers' consumption behavior and consumption demand are becoming diversified and quality oriented.

Take the maternal and child industry as an example. The peak of Chinese fertility is at 20-34 years old, among which 25-29 is the highest. Now the 80's have already entered 30 years old. Besides the consumption demand, there are social needs and knowledge needs.

Knowledge needs are met through content levels. Social needs are met through different experiences. After both are satisfied, buying is natural.

In the above cases, Lei Jun, Zhang Liaoyuan and Zhang Lianglun are actually doing a good job of low price, and on this basis, let users have experience. Although the experience is different, but there must be! Stores, social interaction and social sharing videos are also good.

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The methodology of resisting giant's phagocytosis

In recent years, the newly emerging electricity providers are generally not optimistic. From shoes and clothing to electronics, from fresh to books, they are constantly swallowed up by giants. But millet can make a difference in the electricity suppliers of big businesses. Three squirrels can surpass the traces of Amoy brands, which means their independent character, so what will the mother infant industry be like?

It depends on whether the maternal and child electronic business is upgrading or not, and the consumption needs to be upgraded. The mother and baby business enterprise itself needs upgrading mode. For example, Beibei network is obviously not only a mother to child electronic business, but a big mother to child platform, which is user operation rather than pure sale.

Based on the idea of mother and child big platform, we also call it a big retail mode. You will find that such giants as Ali and Jingdong can not afford to get rid of the mode of Beibei network. If Beibei network introduces more offline activities and formats, penetrates and the user stickiness is higher, the giants will be eaten up by the mother and baby business people in the big retail mode.

This is the power of content + experience.

More interesting reports, please pay attention to the world clothing shoes and hats net.