In the past year, the “new retail†based on the Internet has gradually entered the consumer vision. The so-called "new retail", that is, enterprises rely on the Internet to upgrade and transform the production, circulation and sales process of goods through the use of advanced technologies such as big data and artificial intelligence, thereby reshaping the structure and ecosystem, and A new retail model with deep integration of services, offline experience and modern logistics. “New Retail†emphasizes the integration of online and offline sales service experience, rather than aligning online and offline. Under the wave of “new retailâ€, Changhong Air Conditioning fully utilized the advantages of its online e-commerce sales service and the experience of offline multi-channel physical stores. Combined with the strong promotion of Changhong Life Museum, the two-line collaborative test of new retail.
Under the background of “new retailâ€, the trend of channel integration
In the context of “new retailâ€, the value of physical channel providers has become increasingly prominent. The advantages of geographic location, scale, and user traffic are attracting the attention of online retail giants. They expect to reduce costs and increase revenue through cooperation with physical channel providers. Increase the effectiveness of cost use. At the same time, physical channel vendors can also solve the problems of insufficient coverage of their own scenes and insufficient stores by setting up new retail stores such as direct stores and member stores. At the same time, the online channel has the characteristics of rapid response and good interaction. The integration of online and offline is the trend, which is conducive to jointly saving operating costs and realizing two-way drainage of users.
New Changmei Smart Life Pavilion, building a new retail model
On the occasion of the “new retail†storm, the traditional home appliance manufacturer Changhong took advantage of the trend and launched the revitalization strategy of Changmei Life Museum, with “entity retail store + e-commerce + mobile internet†as the core, through the integration of online and offline To achieve a seamless connection between “people + goods + field†and establish a new retail model – New Changhong Meiling Smart Life Museum.
According to Yang Jun, general manager of Changmei Store Operation Platform, compared with the previous Changmei store, Xinchangmei Smart Life Museum has a new definition and upgrade, namely six new models: new SI image, new product Category, new business model, new business model, new management model, new support policy. In the form of more Internet, smarter and more value-added, we will introduce smart stores, smart products and intelligent experiences, and comprehensively innovate and surpass the operation mode of traditional specialty stores, so that customers can survive and behave better and gain more. For a broad development space and profitability.
The new retail ideas of Changmei Smart Life Museum coincide with the new retail strategy that Tmall is currently pursuing. Ye Guohui, general manager of Tmall's new retail division, said that Tmall's new retail can be understood as a comprehensive reconstruction of the big data-driven people's yard. The two changes made by Tmall's new retail is to let a store get rid of the geographical restrictions and become a 7×24-hour store. In addition, the store is very professional and deep in operation, and the member must be the brand's own assets. , not the personal assets of the shopping guide. "Because only in this way, we can make the brand's good content and goods serve consumers in a way that organizes operations. This is a part of our future." Ye Guohui said.
The Changmei Living Museum has 5,000 stores, either in large communities or in commercial streets. It is a golden shopping port, has user traffic, can achieve a good product experience scene, has professional shopping guides, and has perfect Logistics and service system. Especially in the city-level and county-level stores, goods, people and cars are in the physical store, in the last mile of the distribution of home appliances, even more efficient and better experience than e-commerce.
Changhong Tmall cooperates for the first time, Changhong air conditioning test water new retail
In the upcoming Tmall "Super Getaway Day" event from August 6th to 8th, Tmall and Changmei Life Museum will hit it off. With the support of Tmall platform, Changmei Life Museum will try to seamlessly connect with O2O for online activities for the first time. Users can go to the Changmei Life Museum store to test the product experience, and order the online store to complete the purchase. The live event on August 6 will enable online users to more realistically complete the product experience and make product purchase decisions in a way that online users like. At that time, the physical channel dealers will also complete a leap in cross-regional sales, realizing the transformation and upgrading from traditional retail to new retail.
Analysts pointed out that e-commerce has provided a useful supplement to the traditional offline channels, because it breaks the physical and space constraints and expands the boundaries of sales. “New retail†is undoubtedly the future development direction of retail. The seamless connection of “people + goods + field†in Changmei Life Museum not only realizes the integration of online and offline, but also enhances the user experience and will further activate the enthusiasm of the business.
In the future, Changmei Life Museum will conduct more exploration and experimentation of online and offline O2O channels, allowing merchants to stand in the forefront of this “new retail†storm and create higher business value for customers.
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