What Is The New Retail Like? Look Ahead At The Future Development Trend

In 2016, E-commerce industry E-commerce enterprises that are on the cusp of change should be ready to meet the next challenge at any time. In this year, O2O enterprises have become low-key, and the battle front alliance between giant enterprises has become more solid. Intelligence is regarded as the next era of Internet after mobile Internet, and of course New retail The tide of. How can e-commerce enterprises explore the future development space? The reporter of World Clothing, Shoes and Hats Network will show you in advance.

　　 Key words: practical work

After nearly two years of baptism, the e-commerce industry, which has repeatedly been accompanied by words such as "bubble" and "restlessness", has become more pragmatic for both investors and practitioners. with O2O In the industry, for example, although there are still news of enterprises obtaining financing from time to time, it can be noted that compared with the uproar in the first half of last year, the surviving entrepreneurial enterprises are more low-key. Survival has become the most important issue for entrepreneurial enterprises. Yun Tao, CEO of Home Economics O2O, said that expanding the business model and enhancing the vitality of the enterprise were the main tasks of the company this year. Liu Dongtun, the former "first brother" of express delivery in the same city and the new president of Zhaijisu, sighed after returning from Gome Anxun Logistics that the head office has become more pragmatic, and the next two years will be the two years that the company will devote itself to training.

Since this year, a number of Internet start-ups, including Bopai Car Care, Yuyuqiqi, Fantastic Department Store, and Mitao, have declared bankruptcy. Some of these enterprises were once known as "new stars" rising slowly in vertical e-commerce, but they failed to withstand the test of capital cold winter and market competition. Unclear profit model, serious homogenization, capital chain break, etc. are no longer new words in the entrepreneurial industry. It is still very few in the industry that can "burn" a world like new drops. When investors return to rationality, real innovation mode and solid hematopoietic ability are indispensable elements for the survival of enterprises.

　 Key words: strategic alliance

The jungle rule of "big fish eat small fish" has always existed in the e-commerce industry. On the one hand, it is reflected in the survival environment of small and medium-sized enterprises, and on the other hand, it is also reflected in the tendency of large-scale enterprises to stick together. Following the "Star Collision" between Ali Suning last year, the cooperation between the two countries has made new progress this year, not only in terms of sales channels, logistics resources and other aspects, but also in the joint venture to establish a new company, "Maoning E-Commerce", to further explore the joint advantages of online retail.

Against Ali Suning is the strategic alliance formed by JD and Wal Mart. This year, JD has made great progress in attracting partners. In April, JD bought Dada with JD to home, JD Group's business resources plus 200 million dollars to establish a new company; In June, it took down Store 1 from Wal Mart in the form of share exchange; In October, Wal Mart's strategic investment reached 50 million dollars. So far, the alliance between JD and Wal Mart has been established.

It is not difficult to see that the cooperation between enterprises of scale is all for the purpose of gaining more voice in the fierce market competition. As far as the Alisuning camp is concerned, one side has sufficient flow resources, and the other side has a high-quality logistics system. The two sides are combined to benefit people and themselves. For JD.com and Wal Mart, the former urgently needs to expand their categories, while the latter hopes to develop channels in the domestic e-commerce market, so that both parties can get what they need. Merger has become a catalyst for the new pattern of the industry, and the competitive landscape of the e-commerce industry has gradually taken shape with the promotion of giant groups.

　 Key words: sharing economy

At the opening ceremony of Davos in the summer of 2016, Premier Li Keqiang said that the sharing economy is also a mass entrepreneurship economy. The in-depth development of globalization and the growing popularity of the Internet have provided broad space for people to start businesses. Under this outlet, Internet catering enterprises such as Elema, and timely distribution enterprises such as Multi Point Supermarket O2O, and Zhaijieseng, etc., collectively make efforts to crowdsourcing logistics, cloud micro warehouse, and the crowdfunding model of innovative product research and development is also emerging. The essence of the sharing economy is to integrate offline idle goods or services, so that they can provide products or services at a lower price. As a result, second-hand commodity trading businesses such as idle fish and Zhuanzhuan have also become "new favorites" in the eyes of e-commerce players.

E-commerce enterprises also open a new door through the key of sharing economy. In 2015, Suning Cloud Merchants chose to open the logistics system built over 20 years, open the third-party logistics platform to the outside world at full speed, and internally choose to accelerate the interaction between online and offline stores to transform omni channel operation. Judging from the achievements over the past year, Suning Cloud Merchants, for their part, took the opening measures to convert logistics distribution, the former cost unit, into a profit unit. From the perspective of e-commerce and logistics industry, it has been proved that the concept of sharing economy is becoming the common force of brand enterprises. In November 2016, JD Group launched a new brand logo of "JD Logistics", and officially announced that JD Logistics will be fully open to the society in the way of brand operation.

　　 Key words: ecological closed-loop

Although LeEco has suffered a lot of controversy at present, the concept of "ecological chemical polymerization" put forward by Jia Yueting, the founder of LeEco, points out the direction of general efforts in the e-commerce industry in a year - building an ecological closed-loop. The idea of laying out an ecosystem and creating a service closed-loop is not new, but unlike the separate closed-loop in an industrial chain in previous years, this year's enterprises pay more attention to the full process of the supply chain from procurement, marketing, payment, logistics, after-sales, to the comprehensive coverage of cross business businesses such as commodity retail, door-to-door service, cross-border e-commerce, etc. As LeEco launched the "ecological recharge" activity in July, new users can get 50% cash back+50% ecological package benefits when recharging. By taking advantage of the stock ownership of Easy Access, LeTV not only drives new users for Easy Access, but also drives the sales of LeTV members, LeTV mobile phones, TV and other businesses.

For any Internet enterprise, building an ecological closed-loop is a way to improve its comprehensive strength, create competitive barriers, and strengthen its ability to realize revenue. For example, used cars of melon seeds, Renren cars and other start-ups leverage the market with second-hand car transactions, and finally put the profit growth point behind the car and the financial market. E-commerce enterprises create an ecological closed-loop, so that consumers can enjoy a one-stop consumption experience; For enterprises themselves, it is an effective way to compete for customer flow and tap new business value.

　　 Key words: intelligence

At the World Internet Conference in Wuzhen, Baidu CEO Li Yanhong proposed that the mobile Internet era is over, and it is difficult to see "unicorns" again relying on the air vent of mobile Internet. Artificial intelligence technology is the future opportunity. Regardless of whether this sentence is too arbitrary or not, it is enough to show that in the future Internet market competition, intelligence will be regarded as a plus for enterprises. Jingdong and Suning, which are always proud of their own logistics, have proved this.

This year's "Double 11" is not only a promotion campaign for Jingdong and Suning, but also a "black technology" competition around logistics distribution. Among the intelligent devices developed by JD, including intelligent handling robots AGV, SHUTTLE rack shuttle, DELTA sorting robots, etc., such as unmanned aerial vehicles and unmanned vehicles have been put into use in the "Double 11" this year. Suning has launched the "Suning Cloud Warehouse", which has become a magic weapon for the further improvement of Suning's logistics technology capability and intelligent level through the use of automated storage, Shengfeier rotation and other systems.

On the e-commerce battlefield, grasping the first opportunity layout and paying attention to detail services are the key to success. When the application effect of big data shows signs, e-commerce enterprises have smelled business opportunities with a keen sense of smell, and intelligent products are one of the contents that can effectively connect with big data.

　 Trend: e-commerce dividend fading

The scale growth of e-commerce market has not yet touched the ceiling, but the growth rate has declined. Statistics show that from 2012 to 2015, China's online retail sales were 1.3 trillion yuan, 1.85 trillion yuan, 2.8 trillion yuan and 3.9 trillion yuan, with growth rates of 67.5%, 41.2%, 49.7% and 33.3% respectively. When e-commerce competition entered the second half, the decline of demographic dividend made entrepreneurs need to retain consumers in a more innovative way.

It can be noted that some innovative forms have been recognized by e-commerce enterprises and consumers, such as VR/AR applications, online celebrity live broadcast, intelligent hardware, etc. Taking online celebrity live broadcast as an example, in this year's "Double 11", JD Group CEO Liu Qiangdong personally led JD's "12 Hour Marathon Star Live Show"; Suning invited hundreds of online celebrities to experience on the spot in its own retro business "Smile".

The purpose of formal innovation is to attract the attention of consumers so as to drive consumption. However, as far as the current situation is concerned, most of them are gimmicks, and it is not known how much increase can be brought to enterprises. Of course, these emerging business forms are still in the early stage of development, and the next two or three years will be a process from germination to maturity. This is the stage of exploring the profit model, and it will also be the stage of survival of the fittest.

　 Trend: rules tend to be perfect

With the booming development of e-commerce, the policy check strength has been strengthened. This year, new policies were introduced in many e-commerce fields, such as food regulation, cross-border e-commerce, pharmaceutical e-commerce, and online celebrity broadcast. For example, the implementation of the local Measures for the Supervision and Administration of Online Food Operation (for Trial Implementation) formally included online purchased food into the circulation supervision; The "April 8th New Policy" was issued, which further details the tax policy of cross-border e-commerce; The notice of the end of the drug online retail pilot on the third-party platform made pharmaceutical e-commerce enterprises seek to break the curve one after another.

The tightening of policy supervision indicates that the business model is gradually moving out of the reckless period and towards the mature development stage. With the rapid development of the online trading market, e-commerce complaints, online commodity quality and other issues have long been the focus of social attention, and the development mode of releasing water and raising fish is not on the right track after all. Adjusting the development rhythm of enterprises, adapting to the market environment and expanding orderly under the rules of the game will be the direction for e-commerce enterprises to seek new opportunities.

　　 Trend: welcome new retail outlets

From O2O to omni channel, and then to the current new retail, the concept of online and offline integration has been constantly enriched. In November, the General Office of the State Council issued the Opinions on Promoting the Innovation and Transformation of Physical Retailing, which mentioned that online and offline advantageous enterprises should be encouraged to integrate market resources through various forms, and cultivate new market entities that integrate online and offline development, which combined with the trend of "new retail sales" in the market. What is the new retail like? For example, during the "Double 11" period, Ali's comprehensive electronic operation in more than 2000 Starbucks stores, more than 4000 KFC stores, Yintai Department Store, Beijing Xidan Joy City, Shenzhen Coastal City and other commercial entities is one of the forms.

The process of getting through a series of resources, such as commodity warehouse, logistics channel and passenger flow, is actually an attempt by online and offline retail enterprises to increase their turnover and explore new models. In today's retail industry, online and offline integration has become a general trend. The key to the problem is to solve the problem of efficiency. In the future layout, based on the existing business, enterprises will find partners for the new business to be developed, and create a strong alliance advantage will be a faster and more efficient means.

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