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Understanding new retail and 解新knowing marketing

trends in this new retail environment

隨著(zhù)新零售的出現新零售營(yíng)銷(xiāo)，中國的零售零售零售業(yè)進(jìn)ヽ(′ー｀)ノ入了一個(gè)新節點(diǎn)(dian)。 2017年，并掌各(ge)行各業(yè)的握新大佬紛紛入場(chǎng)布局新零售，阿里巴巴成為百盛和聯(lián)華超市的環(huán)境股東，京東宣布將開(kāi)百萬(wàn)家線(xiàn)下商店，下的攜程 零售業(yè)變革加速。市場(chǎng)

China’s retail industry reached an inflection point with the advent of New Retail: Alibaba is 營(yíng)銷(xiāo)a good example; It became the stakeholder of Parkson Group, Lianhua Supermarket, while JD.com announced that they wo(╯°□°）╯︵ ┻━┻uld open="" 1-million offline shops!

The revolution of retail-scape is now.

新零售的概念是被馬云提出，是趨勢氫氣球指一種 “以消費者體驗為中心，以數據驅動(dòng)的解新??泛ヽ(′?｀)ノ零售形態(tài)”，是零售零售一條整合了線(xiàn)(xian)上，線(xiàn)下，并掌物流和大數據的(′?ω?`)握新價(jià)值鏈。

The 環(huán)境conc??ept of New Retail was raised by Jack Ma, whi(′ω｀*)ch refers to generic retail that is data?? driv(╬?益?)en and centered on consumer experiences. It integrates online, offline, logistics and data across a single value chain.

具體來(lái)說(shuō)??新零售是以消費者為中心，?通過(guò)數據串聯(lián)各個(gè)消費場(chǎng)景，下的攜程利用數??字化技術(shù)實(shí)現實(shí)體與虛擬??的全面融合，提供給消費者覆蓋全渠道的無(wú)縫消費體驗。 這種新形式讓線(xiàn)上線(xiàn)下成為相互的補充，并以物流為連接點(diǎn)，實(shí)現線(xiàn)上線(xiàn)下雙向流動(dòng)。新零售的最終目的是從數據運用(yong)的角度去提升線(xiàn)下零售的效率，把(′_｀)合適的東西帶給需要的人

Concretely speaking, New Retail┐(′д｀)┌ is to meet consumers’ needs by using big data and digital technology to achieve th(′_｀)e full integration(′?｀*) of all channels (virtual and real ) in order to redefiヽ(′▽?zhuān)?ノne the chain of “consu??mers—products—markets” as well as to deliver consumers a seamless and consistent shoppi??ng journey.It is a new mode?? in which online and offline shopping become each other’s complementary channels with logistics as the link to achieve a two-way closed-loヽ(′ー｀)ノop flow. The ultimate goal of new retail is to improve the ef?ficien(′；д；`)cy of offline retailing by?? data uti(′?_?`)lization, and better user experience, bringing the right things to the people who need them.

為什么現在要做新零售？

Why New Retail now?

消費升級Consumption upgrade

根據麥肯錫的調查，在接下來(lái)的15年內，非必需消費(fei)品和半必需品在中國的消費結構中的比例正在逐漸增加。

As per McKinsey, inthe next 15years, the consumption structure in China is gradually?? shifting towards highe(′▽?zhuān)?rpercentage in con(°ロ°) !sume??r discretionary and semi-necessities.

Source: McKinsey, AliResearch

Slowgrowth of online shopping; Softness of brick-and-m(?????)ortar retail

從2016開(kāi)始，互聯(lián)網(wǎng)銷(xiāo)售企業(yè)明顯感覺(jué)到過(guò)去躺著(zhù)也能成長(cháng)的線(xiàn)上(╥_╥)市場(chǎng)??紅利結束了，線(xiàn)上流量越來(lái)越貴，互聯(lián)網(wǎng)將進(jìn)入精耕細作的(de)下半場(chǎng)。且吸引新用戶(hù)的成本變得極高，大大影響到了互聯(lián)網(wǎng)銷(xiāo)售企業(yè)的利潤。而線(xiàn)下的??零售日子也很不好過(guò)(guo), 據調查，比較2015年的表現，在2016年，62%的傳統零售業(yè)都經(jīng)歷了衰退。

Starting from 2016,internet sales companies clearly have difficulties to grow on the onlinemarket, online traffic becoming more and more expensive, and the cost ofattracting new users incre??asing rapidl(′▽?zhuān)?)y,?? which affects theirs profits.

The offlineretailers’ days are also tough, according to a su??rvey conducted by Ebrun:62% of thetraditional department stores in China incurred performance decline in 2016 vs.2015.

在購物路徑變得難以捉摸的新零售環(huán)境下市場(chǎng)營(yíng)銷(xiāo)趨勢？

Marketing trends in this new retail environment？

網(wǎng)絡(luò )購物者在電商發(fā)展早期的購物路徑非常簡(jiǎn)單，他們在網(wǎng)上(shang)搜索產(chǎn)品，比較價(jià)???格然后網(wǎng)上下單，最后留下評價(jià)。但在今天的新零售環(huán)境下，影響消費者的信息和營(yíng)銷(xiāo)渠道變得越來(lái)越多，新一代的消費者(zhe)環(huán)境將會(huì )變得更加復雜，多樣和碎片化。

Online consumers’ shopping flow was quite simple in the early days of e-commerce: search online first, compare produ??cts and price, place order online, and at last leave comments and fee(′；ω；`)dba??ck.

However, in today’s ‘New Retail’ environment, people can see?? that the tre(???)nds affected by marketing, information sources, and channels, are all rapidly increasing. The new world?? generation of online consumers, will be more complex, fragmented and varied.

騰訊和尼爾森根據2017年消費數據新零售營(yíng)銷(xiāo)，發(fā)布了在新零售大環(huán)境下最新的五大營(yíng)銷(xiāo)趨勢

According to 2017 Chinese consumpti??on data released by Tenc??ent and Nielsen, five marketing tendencies in new retail(′?｀) environment arise.

趨勢一：渠道優(yōu)勢邊界模糊，品牌形象需凸顯

Tendency 1: Boundariesis becoming blurrier between diffe??rent channels, retailers need to builddifferentiated Brand identity.

在全球消費升級的趨勢下，中國消費(fei)者呈現高端化的趨勢，越來(lái)越多的消費者易被品牌所驅動(dòng)，差異化品牌形象對于零售購物的影響日趨明顯。然而中國消費者很難區分同類(lèi)零售商直接的品牌差別, 即便本土零售商認知率較高，但缺乏品牌差異化，零售商開(kāi)始根據分析目標消費者的訴求，通過(guò)消費者關(guān)注且為自身優(yōu)勢的宣傳點(diǎn)切入進(jìn)行(xing)品牌形象區隔的打造。

Under the trend of consumption upgrade, Chines(?_?;)e consumers are looking for products that are more sophisticated, while more and more consumers are brand-driven. Building a brand identi??ty is becoming one of most cruc??ial factors to maintain market competition for retailers.

However, it is difficult for Chi??nese consumers to tell the difference from one retailer to another nowadays even though they have high brand awareness. Therefor(′?ω?`)e, retailers need to build a differentiated brand image by communicating their own special strength(?????)s and work around the key concerns of their target customers

趨勢二：廣告向精準化，場(chǎng)景化模式轉型，會(huì )員運營(yíng)成為精準營(yíng)銷(xiāo)重要手段

Tendency 2: Move to a model of Precision Marketing and Scene?? Marketing;Members targeted operations become a necessary mean for Precision Marketing

傳統廣告無(wú)法達到精準化，場(chǎng)景化的效果, 因為消費者線(xiàn)下購物的目的不同，消費者畫(huà)像和場(chǎng)景不同，對于促銷(xiāo)內(nei)容的愛(ài)好也明顯不同。消費者畫(huà)像能讓零售商更加聰明的推送個(gè)人化的信息給消費者。此外，會(huì )員數字化管理是實(shí)現精準營(yíng)銷(xiāo)的有效手段，電子會(huì )員讓零售商了解到其需求，提供他們感興趣的會(huì )員福利，提高客戶(hù)的品牌忠誠度。

Traditional advertising cannot be accurate(╬?益?) since conヽ(′▽?zhuān)?/sumer’s preference for marketing content is different because of different shopping purposes, profile, and scenarios. Creating a profile for each client would enhance targeting and personalization, more accurately push content and experiences to him/her.

趨勢三：廣告創(chuàng )意和投放形式多樣化，增強互動(dòng)性

Tendency 3: Advertising is becoming more dynamic and interac??tive