If November is the carnival of online merchants, then December is the home of offline shopping malls.

During this Christmas and New Year's Day gathering time, Shenzhen Huarun Vientiane installation is full of flavor of the year. Merchants are working hard to achieve eye-catching results in the crucial year-end battle of 2019.

"find that Vientiane is around you." Feng Yi just walked on Tonggu Road after work when she received a pop-up message on her mobile phone. Feng Yi, who works in a nearby financial building, is immersed in dense numbers every day and goes shopping mainly to save time and simplicity. Knowing that the Vientiane opposite was greatly promoted at the end of the year, as well as the substantial discount of her favorite brand, Feng Yi rushed to the mall without hesitation.

Feng Yi finished browsing the Hi Shopping Guide recommended by the Vientiane App on her mobile phone, and she also made a list of shops to explore later, unlike previous stores looking for treasures.

Mobile phone has become an important part of online and offline shopping. When the popularity of smart phones is getting higher and higher, intelligent devices have become a key medium to meet people's consumer needs. No matter when and where you are, goods and services can directly reach users.

30 trillion the essence of the retail market is to meet the consumer needs of users. The evolution of retail, the innovation of shopping methods and media, in a sense, is the change of the consumption scene. Looking back on the development of the retail industry, from offline to online, and then to anti-feeding offline, the scene seems to be repeated over and over again, but the form and connotation are different. The connection between the consumer and the scene is constantly optimized to bring supply and demand closer and closer.

Wangpu rule: offline occupation is king

Small shops, wholesale markets and department stores are the earliest retail formats.

These retail formats are scattered in the residential consumption areas, which can easily meet the consumer needs of the public. Typical, such as China Resources Wanjia, which was founded in 1984, has many brands, such as China Resources Wanjia, Suguo, Tesco and so on.

Since then, the early competition of large supermarkets such as "China Resources Wanjia", "Lianhua supermarket" and "Yongan Department Store" mainly focused on the competition for superior geographical position. Because, the street corner with large passenger flow and the entrance to the community, such as "Golden Corner and Silver Edge", are often the most likely to produce prosperous shops. In the initial offline retail scene, the occupation of the king is an obvious phenomenon, the vast majority of businesses rely on the terrain, demographic dividend, rapid expansion.

In 1995, he began to enter the domestic Carrefour, Walmart Inc and other foreign supermarket chains, and also joined the wave of development of offline supermarkets in China. From then on, he began to enclose horse racing for as long as 15 years. From department stores, chain stores to supermarkets, China's retail industry has entered a new stage of development, with the popularization of supermarkets and high-quality shopping malls.

The offline scene is the king's retail store, which is very restricted by space. Now, after decades of development, the growth rate of the market is also weak. From 2011 to 2016, the growth rate of China's 100 key offline retail enterprises (including supermarkets and department stores) fell from 22.6% to-0.5%, according to the China Business Information Center. 47% of the companies reported a decline in revenue, 60% in net profit, 33% in both, and 15% in losses.

The traditional retail industry took a turning point in 2010. under the pressure of rising store rent and labor costs, the traditional retail model stagnated. With the rapid development of the Internet, offline consumption, which was previously limited by physical scenes, has been rapidly expanded, and people's consumer demand has changed from meeting basic needs to more diversified needs, and the retail industry has ushered in a new turnaround.

E-commerce invades and competes for online scenes.

With the emergence of the new O2O trading platform, consumers' purchase channels are no longer limited to offline shops, the types of goods are increased, and the ways of choice are more free and diverse. With the rapid development of mobile Internet, the weights of retail buyers and sellers are exchanged, and sellers pay more attention to the needs of consumers.

The emergence of online trading platform has changed the traditional trading mode and users' consumption habits, online consumption scene has been chased, retail terminals have changed, offline shops have scrambled for the online market. Many e-commerce and WeChat businesses have sprung up instantly with the help of Internet platforms.

According to statistics, in the ten years from 2006 to 2016, Taobao alone has more than 8 million merchants. Coupled with other e-commerce platforms, as well as online merchants of local life services such as Meituan and ele.me, there are countless.

Tang Yuan, from Hebei, has a deep understanding of this change. as a clothing store owner, his shop is in the shopping mall building, but he gradually finds that the passenger flow of the mall is obviously not as big as before, and later learned that people are used to online shopping. Tang Yuan then also registered the store online, opening the mode of online and offline simultaneous operation earlier.

"I used to sell some every day, and I was very busy on weekends and holidays. Now you can buy anything online, and shopping is no longer just a shopping mall, "Tang told Wechat ID:tech618. Tang Yuan, which has three local stores, easily exceeded 10 million of its annual sales before. With the addition of online channels, nearly 30% of its turnover comes from online users, and the proportion of offline business has shrunk accordingly.

In addition to the shops on the e-commerce platform, Tang Yuan noticed that people's social behavior is on their mobile phones, running the moments as an open shop, browsing pictures and videos of some clothes irregularly every day, and using their relatives and friends as their own private domain traffic. For this reason, Tang Yuan has been blocked by several friends.

The era of mobile Internet has given birth to a new consumption scene, the shopping demand no longer depends on the recommendation of offline salespeople, more from the online independent search of users. Without leaving home, you can visit hundreds of stores, "Shopping satisfaction you give a 5-star praise", word-of-mouth marketing has become a trend. Offline physical shopping has become a kind of life experience, and more and more businesses begin to attract customers through online consumption scenes.

Physical consumption, which has been limited, has been broken due to the outbreak of the Internet, people's diversified needs have been met, and online shopping has gradually become a consumption habit that people rely on. Every year, e-commerce shopping festivals such as "double 11" and "618" attract hundreds of millions of consumers to participate in "chopping hands". Offline merchants have opened online scenes to compete for users.

New Retail Reform: Channel Integration, Global scene Digitalization

With the slow growth of smartphone sales and the depletion of mobile Internet traffic dividends, the cost of obtaining customers for various APP has risen sharply, and traditional e-commerce has almost reached the ceiling of growth.

Data show that the growth rate of "double 11" this year has dropped by 1.2% from 26.9% last year, and the growth rate of online retail sales nationwide fell from 96.9% to 26.2% from 2010 to 2016, according to the National Bureau of Statistics. The influx of online merchants has become saturated, and the search for new retail exports has become an urgent need.

At the 2016 Ali Yunqi Conference, Jack Ma proposed "new retail". "in the next 10 or 20 years, there will be no e-commerce, only new retail." Online shopping can never replace all consumption scenarios. The new retail model characterized by online and offline integration, high efficiency and C2M has become a new opportunity for the development of the consumer retail industry.

E-commerce giants have tried the waters to rush to the beach. BABA's new retail pacesetter has achieved efficient distribution from the supply chain, warehousing, logistics and other links, and so far has 200 stores in the country. Yonghui's super species rely on offline retail experience to expand the business scene. The 7fresh and JD.com convenience stores launched by JD.com and SUNING's store, which SUNING has greatly expanded since 2018, are typical examples of combining offline retail scenes with online services to improve retail efficiency.

In July 2018, the new retail report card of Hema shows that the ping efficiency of a single store that has been in operation for more than 1.5 years is more than 50,000 yuan, while that of the traditional supermarket Yonghui is more than 10,000 yuan, and that of Hema is nearly five times that of Yonghui. There is no magic in new retail brands such as Box Horse, Super species and 7fresh, and the improvement of turf efficiency mainly lies in the transformation of the retail core.

Based on digitalization, "scene awareness + accurate recommendation + instant connection" is the core of the new retail scenario algorithm. This new retail capability is not only the focus of giants such as BABA and Tencent. It is also the focus of smart scene service providers such as engraving. Immediately focus offline business scenes, based on scene accurate perception technology, in deep cooperation with mobile phone manufacturers, through system-level scene AI functional services, so that consumers can intelligently connect with offline merchant super and other physical retail scenes.

Offline shopping malls are not only the representatives of retail business entities, but also the preferred landing scene for the new retail innovation model.

In October last year, Beijing Hejing Mofang Shopping Mall officially opened. Xi Xi, the director of original product promotion in Beijing Hejing Mofang Shopping Mall, has been exploring a new retail model since the first half of the year. Nowadays, we collect, integrate and analyze the full scene online and offline, construct consumer portraits in all directions, and carry out precision marketing, fine operation and supply chain optimization according to the corresponding scene based on customer group insight.

Touch is a means of contact with consumers, the use of data flow screening, through induction and analysis, so as to adjust the business and guide the follow-up business direction. Xi Xi told Wechat ID:tech618 that what traditional merchants lack the most when they enter new retail is the ability to transform themselves digitally. Xi Xi contacted many smart retail service providers and finally chose to cooperate with and engraving.

For commercial real estate and shopping centers, and hatched To B solutions-and engraving hotspots. During the three months of trial operation, the engraving field has created a complete set of intelligent scenarios for Hejing Mofang, including scene service products such as negative one-screen scene service cards and fast applications, as well as digital services such as BI opening portrait analysis report and precision marketing.

"situational touch will be an inevitable trend in the future. It can quickly understand the operation of shops, clearly see changes in data such as passenger flow, deployment of goods, sales, and so on, and make reasonable adjustments to shops. Adjust the hot and cold areas of sales in shopping malls. Beijing Hejing Mofang attracted a large number of users as soon as it opened, Xi Xi said. "the engraved visual data play an important role in supporting the popularity of Shang Chao, and scene services and precise push can also reach consumers more efficiently. "background data show that the attendance rate of users in the precision marketing of Hejing Mofang has reached 4.6%.

In the new retail reform, all chains of physical business scenes are seeking digital upgrading. "the future Internet and traditional enterprises in the future need to continue to integrate and sink, the value will be magnified, in order to improve efficiency and user experience, coruscate the second spring. "said Li he, founder and CEO of the engraving.

Future retail: focus on multiple scenarios, service initiative to find people

In 2019, known as the first year of the data platform, many retail giants continue to export their digital transformation capabilities and experience. However, in the digital age, the needs of consumers become more diverse, and the corresponding consumption scenes are constantly changing in the frequent switching of identity roles.

For example, to buy breakfast in the morning, go out need to call a cab, parking to find a parking space, city life behavior is complicated, the need for services need to be met here and now. The corresponding user needs are also scattered in multiple and changeable scenarios in the form of small-grained data.

Hu Xianchao, head of instant commercialization, told Wechat ID:tech618, "We are mainly in the digital portrayal of people and places, tagging users' online and offline behavior, capturing user portraits, helping shopping malls refine their operations and helping customers get and promote life. "

According to Hu Xianchao, through insight into consumer scene service preferences and cooperation with data service providers such as Aurora Mobile Limited and big data, Hotfield helps shopping centers integrate and accumulate global scene data and depict three-dimensional portraits of customers. The data dimension can be divided into urban business environment, commercial radiation radius, the overlapping population of this competition, and small particle data at the store level.

As a key part of the future retail scene, mobile phone, the intelligent terminal with the highest dependence of Internet users, has more extensive participation. At present, we have cooperated with 15 mobile phone manufacturers in the field of smart scene services, covering more than 500 million user terminals and more than 3 million scenarios, including 4000 shopping malls.

The scene service card and fast application product form in "and engraving hot field" are closely related to the fast application ecology advocated by mobile phone manufacturers in recent years. "since its establishment, the Fast Application Alliance has covered 1 billion user groups, and after forming the alliance, using a unified technical framework will not only facilitate developers, but also help to enhance the service experience of mobile phones," said Chen Junnan, director of commerce. Having multiple system-level entrances and ready-to-use quick applications is a key assistant to create smart scene services, and it is also the direction of product innovation that mobile phone manufacturers strive to promote.

Thanks to the cross-application innovation of accurate positioning, AI and big data technology, and with the help of the mobile terminal, the most direct consumer access channel, and the fragmented demand in offline consumption scenarios, it can be accurately matched and instantly connected with merchant services.

In Hu Xianchao's view, "in the past, people were looking for services, but now services are looking for people." from the current changes in the way information is distributed, it is not difficult to see that active search services will become intelligent recommended services and a trend of business in the future.

The same is true of the retail industry in the future. With the wide application of 5G technology, the consumption scenarios of users will be more diverse, the requirements for the granularity of data will be more fine, and the intelligent recommendation of "a thousand people and thousands of faces" will be widely used.

The essence of retail has never changed, from the budding period of traditional retail that is king offline, to the explosive period of e-commerce competing for online scenes, and then to the new retail exploration period of the combination of online and offline digitalization. are based on user consumption scenarios to meet consumer demand. Scene-oriented service and marketing are bound to become a key part of the consumer experience. Perceiving scenarios, capturing needs, and serving consumers in a more proactive way become the only way to grasp business trends.