The“new”of new retail comes from the difference and contrast with traditional retail.The traditional e-commerce platform corresponds to the new retail cloud platform,the offline store corresponds to all kinds of intelligent terminals under the Internet era,and the new retail model realizes the online cloud.The integration of the platform and offline intelligent terminals is the most suitable business model for this era.
However,many traditional enterprises have not even crossed the threshold of“traditional e-commerce platform”,and it is really difficult for them to transform the new retail model.Because the industry's focus has shifted from the production end to the consumer side,it is difficult for manufacturers who have never directly contacted the first-line consumers to directly open the new retail road.Therefore,“retail shop+IT technology+Internet operation”has become a feature of the new retail system of XiBi.This creates a new model.
From the definition level,the traditional retail model,the e-commerce platform and offline stores have functional competition,online retailing maintained high growth for a period of time,quickly squeezed some of the offline stores,and With the popularity of e-commerce and the rising cost of online customers,the channel value of offline stores has once again become more prominent.The two are in the midst of competition and it is difficult to form synergies.
From a more in-depth industrial perspective,traditional retail is an industrial model with“production”as the core link.In the industrial logic,it belongs to“what is produced and what is consumed”.The brand commodity suppliers upstream of the industrial chain occupy a strong position,and new Retail is an industrial model with“consumption”as the core link.In the industry logic,“what is consumed and what is produced”is oriented to meet consumer demand and enhance consumer experience.
Therefore,the goal of the new retail system is to transform the traditional e-commerce platform/traditional vendor into a cloud platform.The cloud platform and the consumer terminal together form a coordinated system,which leads to the optimization of the e-commerce platform and the physical storefront in the business dimension.upgrade.
Compared with traditional retail sales,which rely on the sale of commodity spreads and channel freight charges to achieve profitability,the new retail model enables online retail stores to provide production goods.The new retail system is dedicated to providing IT technology and the Internet.Supported by the operation,the new attributes of“Retail Store+IT Technology+Internet Operations”have created a new profit model.
02 New retail pattern–Red Sea or Blue Ocean?
According to the national conditions,the reason why the traditional retail format is sluggish is that,on the one hand,the suppression of the rise of e-commerce in the new era,on the other hand,the deepening of China's aging,the increase in labor costs,and the rapid urbanization process have led to a sharp rise in rental costs.The rent of shops in first-tier cities is at least 1,000 RMB/m2/month,and the rents are rising,but the profits remain unchanged.Unless the domestic property market collapses,this is already a pain point that the traditional retail industry cannot change.
The new retail is essentially a traditional retail model upgrade and scene innovation,but does not bring a new incremental market,so in the competitive landscape continues the fierce dispute between brand owners,traditional retailers and e-commerce giants.Whether it is the transformation of traditional retail or the rise of new retail formats,it is an early stage in terms of market share and growth cycle.The future market space is vast,so the new retail market is still a new battlefield for brand and channel competition.
03 The future market is vast,does it mean that this is a blue ocean market?
the answer is negative.The new retail market is currently dominated by giant operators,which is determined by the particularity of China's new retail market.China's urban population density is high,and labor costs are lower than those of developed countries.Therefore,e-commerce,logistics and mobile payment are highly developed,resulting in huge differences in retail channels and market consumption habits compared with foreign countries.Scattered small and medium-sized retailers and start-ups are relatively weak.If small changes are made,traditional small and medium-sized retailers will soon be eliminated.
From the perspective of cooperation,whether the layout is early and whether there is talent and technology advantage,this is very obvious for traditional retailers.The heavy asset business is a relatively weak field of traditional enterprise companies,and the lack of experience in Internet operation leads to the Internet.The shortcomings of thinking and organizational structure have made it difficult to complete self-transformation and have to seek cooperation from Internet companies.This is also one of the goals of the Greek bird,and establish a cooperation model with traditional enterprises.
On the whole,the competitive landscape of new retail is the battle of the Red Sea market,which is a fierce battlefield between branded goods suppliers and various retail channels(traditional ultra-convenience stores,vending machine operators,Internet retailers,etc.).
Therefore,in the traditional retail format of the transition,cooperation with Internet companies,trying to break down barriers and occupy a relatively strong position in the industry is the first step to go.