What Kind Of Way Does Entity Store Come + Internet?

This year "

"Tmall once again refreshed its trading record with 120 billion 700 million," Ma Yun's efforts to create online shopping "new normal" has arrived.

However, the nature of the short-term centralized sales promotion of discount and rebate does not bring much innovation in business mode. The entity store still needs to explore in the way of reducing costs, draining cash and continuing profits.

Will the prediction of "China's electricity supplier change the sky" follow Ma Yun?

A good road map is still unknown.

When the "double eleven" dividend is fading away, for the physical store, it is the way to consider.

Now.

Consumption upgrading and overcapacity caused by shopping spree

On the 11 day, 24 o'clock, when the number was finally fixed at 120 billion 700 million, Ma Yun, who was waiting for the main venue in Shenzhen, breathed a sigh of relief.

Mr Ma has a clear understanding of this figure and its response.

He said, "how many people like double eleven, how many people hate double eleven."

On the other hand, it is crazy to buy and buy, while it is constantly being criticized by professionals.

Why online shopping has become popular now? Why is there an online shopping festival and why it will create such a shocking sales volume.

Among them, there are changes in consumer behavior, consumption psychological factors and consumption structure upgrading. There are also over reliance on the electronic business platform caused by overcapacity of manufacturing enterprises and backlog of products, thus providing the underlying support for "supply to create demand".

From the user's cognitive level, today's consumers are constantly upgrading and iterating. The experience of online shopping has been relatively rich. Many consumers are involved in the "double chopper", on the one hand, in order to grasp the opportunity of low price, while enjoying the "Carnival" experience brought by the electricity supplier building Festival.

Back in the 70s of the last century, French philosopher Jean Baudrillard, in his famous consumer society, prophesied the alienation of consumption brought about by the great abundance of material in modern society. Symbolic consumption and ritual consumption were being strengthened by Carnival and special festivals.

At present, the middle class is rapidly rising in China. After 80 and 90, it has become the main consumer force. Educated people have learned to consume wisely. People have shifted from functional consumption in the past to high level demand for quality, health, individuation and customization. These visible consumption upgrading phenomena are changing from all levels in a systematic and lengthy way.

The biggest feature of the double eleven Shopping Festival is the discount of merchants' profits, clearing inventory through low price promotion, attracting customers and obtaining traffic.

On the other hand, after more than 30 years of reform and opening up, China, as the world's second largest economy, has been greatly enriched and has entered the era of overcapacity.

At the end of last year, when the central government deployed the economic work conference, it clearly defined the "capacity to go" as the number one target.

How can we expand effective demand? Experts believe that Alibaba, Jingdong or Suning and other online shopping platforms, from the advertising before the festival to the offline warm-up activities, from entertainment stars to Internet Celebrities, are all for one purpose, that is, let everyone become a Shopaholic on the day of double eleven.

For businesses, with the peaking of mobile Internet demographic dividend, the electricity supplier's traffic costs are also rising rapidly, so the rapid accumulation of consumers through the "Festival" has become a priority choice for the industry.

Ali's worries and physical store's confusion

Ma Yun also admits that the lively double eleven is not directly related to Ali's profit, so the double eleven that excessively pursues bright figures will eventually reflect its intrinsic value.

Although Ma did not express clearly what intrinsic value, it was not difficult to guess from his recent public statements that he was in the "new retail".

In his view, the Internet era, the traditional retail industry has been the impact of the Internet business.

In the future, offline and online retail will be deeply integrated, coupled with modern logistics, service providers will use big data, cloud computing and other innovative technologies to form the concept of new retail in the future.

The era of pure electricity will soon be over, and the form of pure retail will also be broken. New retail will lead to a new business model in the future.

In fact, since the start of the double eleven Shopping Festival in 2004 to enable Taobao to survive, Ma's e-commerce has been questioned by many parties and businesses.

"Sick double eleven", "grand occasion and chaos" are among the major media platforms.

Wu Xiaobo, a financial writer, wrote last year, "do we really need a double eleven?". The article questioned the significance of double eleven in terms of the lagging marketing mode, the significance of recording the loss of cloud and the inability of businesses to make profits.

The industry is worried that this kind of behavior that subsidize consumers with enterprise profits is contrary to the basic principles of Commerce, blindly buying gifts and giving discounts, and eventually entering a blind alley that can not be promoted.

In the long run, consumers' habit of low price promotion will hinder the pformation of e-commerce enterprises.

The reason why Ali has been questioned is still consistent and even doubling the way to promote sales in a low price way.

The traditional retailer will play the game of "new bottle old wine" together with Ma Yun's father every year, and create a carnival of numbers together, and his living environment is unlikely to bring about a fundamental change because of a double eleven.

In view of this, some traditional retail stores that used to play the double eleven game together with Ma Yun have chosen to remain silent this year.

Similar to the slogan "Yintai and Tmall to achieve full scene, full service, double track" and so on, this year will not happen again, so that Ma can only be crazy with Kobe, David Beckham, Tony Leung, Yue Yunpeng and other domestic and foreign stars.

Something new is VR shopping Buy+ and its AR interactive game "looking for Carnival cats". Apart from symbolism and gimmick, it doesn't seem to bring more surprises to people.

It is based on the current worries and confusion and future development, Ma Yun put forward the concept of "new retail", on the day of double eleven this year, in an interview, Ma stressed once again that "China's electricity providers need to change."

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Coincidentally, on the day of double eleven, the general office of the State Council issued the "opinions on promoting the pformation of physical retail innovation". The view points out that in recent years, the scale of physical retailing in China has been expanding continuously, its format has been innovating continuously, and its contribution to the national economy has been increasing.

At present, the development of physical retailing is facing unprecedented challenges due to many factors, such as rising operating costs, structural adjustment of consumption demand and rapid development of online retailing.

How to integrate online and offline? Inspiration from "smart hardware + physical store" solution

Ma Yun, who aims to construct the "new normal" of online shopping in the whole country, is gradually realizing his goal in a broad and even barbarous way. But it also spawned a malformed business development path, cultivating unhealthy consumer culture, and his vision of benign business ecosystem is fading away.

With the gradual decline of demographic dividend and traffic flow, it is time to consider where the electricity supplier and entity enterprises should go.

The media asked questions about the opportunities for Ali in the future. Ma answered: the biggest challenge and opportunity in the next 10 to 20 years is the combination of online and offline, the combination of tradition and Internet.

In the current era of social networking, e-commerce and content business, intelligent hardware as the carrier and entry, Internet as the tool and IP new media operation as its characteristics, the intelligent hardware + physical store solution based on vertical and subdivision fields may provide another possibility for us.

Since the beginning of this year, the smart hardware + physical store solution, which has sprung up in Shenzhen's major SHOPPINGMALL, business super stores, chain stores, hotels and home stores, has been unanimously approved by the entity retailers.

The scheme is based on intelligent hardware + Internet + new media.

Through the layout of each entity store platform intelligent hardware as the carrier and entry, carry out high-quality content dissemination and accurate information push, combined with cloud platform and big data application, mining customer demand and consumption pain points, achieve effective drainage, through the Internet tools and APP applications, provide consumers with scene based experiential services, and through the scan code interaction to carry out big prizes, discount discounts activities, firmly cling to consumers, on this basis, entertainment IP and cultural IP operation, improve flow value, enhance conversion rate, realize the scene extension, and then build a cross boundary integration online and offline full marketing platform, to provide differentiated marketing services for customers.

The operation enterprise of the scheme knows that the media has successfully applied it to more than 200 entity enterprises.

As we all know, media CEO Chen Jun thinks that compared with extensive marketing, intelligent hardware + entity store solution is more precise, and its ability of drainage, stickup and cash flow is stronger.

In view of the current personalized and scene consumption appeal, the scheme combines the third screen interactive properties of intelligent hardware with consumers seamlessly, combines offline activities with online promotion, keeps consumers' attention and activity, operates IP, breaks the boundaries between consumption and entertainment, achieves the perfect combination of entertainment, interaction and commerce, and guides consumer shopping into the era of full entertainment, thus achieving interactive consumption, deep consumption and sticky consumption.

In the latest opinion on promoting the pformation of physical retail innovation, promoting cross-border integration and guiding the entity retail enterprises to improve the level of information has also become the focus of attention.

In this regard, as we all know, in November 16th, the press conference on "pmission - the future of intelligent hardware information" came out in good time.

How to improve the information level of the entity enterprise through intelligent hardware is exactly what Chen has been thinking and exploring recently.

He has extended his tentacles to the field of culture, education and sports with a larger market. As we all know, the media will also take the opportunity of the press conference to enter the subdivision areas of education and training industry, public cultural space and healthy sports.

Through integrating the content of education style and service resources on the Intelligent Cloud screen hardware platform, we can realize the deep integration of cultural education, public cultural space, health sports industry and the Internet.