The store lacks foot traffic, traditional store sales channels have fewer customers, store operating costs increase, brand gross profits decline, and fine decoration The tight distribution channels and so on are the pain points currently encountered by ceramic tile dealers.
Where has the consumption traffic gone?
I believe many ceramic tile dealers know that traditional terminal stores have been replaced by new models (hardcover, complete decoration, design Channels such as teachers) took away traffic. If you want to regain traffic, you must grasp the port of traffic; and where the traffic is, the new marketing method will be there.
The new marketing method mentioned here can also be interpreted as new retail, which lies in the word "new", which is based on traffic, Consumers and venues will change the new sales model of traditional terminal stores.
New retail was first proposed by Jack Ma in his speech at the Alibaba Cloud Conference in October 2016 concept - "In the next ten or twenty years, there will be no e-commerce, only new retail."
The so-called new retail, according to Jack Ma, actually means that enterprises rely on the Internet to upgrade and transform the production, circulation and sales process of goods by using advanced technologies such as big data and artificial intelligence and using psychological knowledge. Then reshape the business structure and ecosystem, and deeply integrate online services, offline experiences and modern logistics into a new retail model.
Why is new retail produced?
Someone has attributed the specific reasons for the emergence of new retail:
1. In 2016, there was a wave of pass-through stores in offline stores across the country, including some large stores, such as Xinyijia in Shenzhen.
2. In 2017, Internet sales accounted for 15% of total social retail sales, reaching 7.1 trillion yuan, and the proportion of mobile shopping also increased. After substantial improvement, Internet sales continue to be booming.
3. User needs are diversified, consumer experience needs are upgrading, the post-80s and 90s generation have become the mainstream of society, and the overall consumption preferences are changing. We are willing to serve High-quality goods and services pay higher prices. Consumption scenarios are diversified, offline retail store functions are integrated, the consumption experience has changed, and users are pursuing more convenience and pleasure.
For ceramic tile terminal stores, in order to enhance the consumer experience, the introduction of various design software is one of the positive measures. Wang Zhenmou, a Nanjing dealer of General Ceramics, said that on the one hand, he uses his own design ERP software to improve the customer experience in the store; on the other hand, he cooperates with software companies such as Kujiale to satisfy consumers in terms of design experience. ofneed. In order to cope with the new consumer experience requirements of current consumers, shopping guides are required to learn to use design software to facilitate customer communication.
4. The rise of mobile payment and smart hardware: VR/AR equipment, cameras, WIFI, ERP, WeChat, Alipay, etc. are widely used to the retail world.
5. The cost of Internet traffic has increased, and the cost of "acquiring customers" online has even exceeded offline.
6. Internet giants are setting up offline stores one after another. For example, Jack Ma acquired Bailian Group, and JD.com controlled Yonghui Supermarket.
The possibility of the emergence and development of new retail in terminal stores
Based on the author’s visits and knowledge of the ceramic industry, the following conclusions are drawn:
1. Quality, integrity and service are the focus of improving brand competitiveness, because consumers use brand official websites to shop and third-party online shopping platforms The purchasing experience gap is shrinking.
2. The online market is high and the offline market is strong. AC Nielsen data shows that the consumer online purchasing index is 24% and the offline purchasing index is 76%. Physical store consumption cannot be ignored. For the sale of ceramics, offline retail is still the most important channel. For example, ceramic brands such as Marco Polo, Dongpeng, Gold Medal Asia, and Big Horn Deer have opened shops on e-commerce platforms such as Tmall and JD.com. On the one hand, they have attracted more consumers. consumers get to know their own brands on online platforms; on the other hand, they hope toThe online store experience guides consumers to the terminal stores in their regions for consumption.
3. Consumption demand has upgraded, and different groups of people have different consumption concepts. For the post-90s generation, independence and personalization are a common pursuit. ; Among the consumer groups born in the 1970s and 1980s, there are many consumer groups such as parent-child groups, DINK groups, and single people. Due to their strong purchasing power, their consumption purposes are more inclined to enjoy life.
Wu Xiaohui, a Nanjing dealer of Xinzhongyuan Ceramics, is much smarter about how to effectively break down consumer groups. Her team is very knowledgeable about potential customers. Groups will be focused and classified in order to provide different consumer service experiences for different groups of people. He said that the new generation of young dealers are willing to take corresponding measures under such changes in consumer demand.
4. Shopping becomes entertainment and the shopping experience is enhanced. High intelligence, high income, high consumption outlook, high technology, and high efficiency have prompted the birth of new retail. Especially in terms of high technology, the emergence of various design software has made ceramic tiles no longer a cold commodity for store display. It can make consumers Readers can more truly feel the effect of using ceramic tiles.
The possibility of the emergence and development of new retail in terminal stores
1. Omni-channel shopping that integrates online and offline has become the mainstream consumption method, and it has entered e-commerce platforms to guide consumption. This is what many well-known brands are currently doing, allowing consumers to go to terminal stores in their regions for consumption.
2. Consumers expect "scenario-triggered shopping" anytime, anywherequo;, in cooperation with design software companies such as Kujiale and Sanweijia, the online product design experience will undoubtedly allow consumers to truly feel the effect of using ceramic tiles. It is also the preferred shopping experience aid for many terminal stores.
3. Embed B2C e-commerce and drive consumer interaction with social media as the center. A dealer in Zhangjiagang, Jiangsu Province said that it established a customer communication group with WeChat as the center, drove customers to interact with each other, and continued to track customer needs. The final order completion rate was also quite satisfactory.
4. Data-driven in-depth personalization. Regarding how to use data to drive consumers, Lou Hong, manager of Nobel Tile Nanjing Branch, said , its headquarters online sales department uses big data to analyze customer groups. For example, which price ranges do consumers usually like to buy, which Nobel core products do they prefer, etc. In April, facial recognition was performed on 5,000 customers, and customer characteristics were analyzed based on age and position, and corresponding information was captured for corresponding channel promotions to accurately promote Nobel's products.
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All in all, no matter what new retail form, for ceramic tile terminal dealers, as long as it can bring I believe that new performance growth points and profit points are sales models that they are willing to accept.
