What impact will the “new retail” wind have on the home industry?

New retail home

The "China Business News" reporter noted that the two giants in the field of home circulation, Red Star Macalline (01528.HK) and the home of the family have responded to the new retail. Red Star Macalline Chairman and CEO Che Jianxin recently announced that the Group will follow the idea of ​​“tip retail” and select global design products as the core of operations, supported by experience and service, and integrated online and offline. Fusion. Previously, Che Jianxin said that the group's more than 20,000 people are all Internet employees, no longer distinguish between online and offline teams.

The new retail layout of another giant's home actually appears to be mainly cross-border food industry, launched the Eatown Yi food supermarket, CEO An Liying said in an interview with this reporter that Yi Restaurant is actually home for bonding Consumers, revitalizing the members of the collection to create a more high-frequency consumer scene.

Have offered "new retail"

Red Star Meikailong will use technology to carry out enterprise intelligence, and build an Internet platform based on the expansion of physical shopping malls to 1,000 stores.

In June 2016, Red Star Macalline released its 1001 strategy. At the end of July this year, it announced the Internetization of all its employees. This traditional home furnishing company began to fully touch the Internet.

The 1001 strategy proposes that Red Star Macalline will use technology to carry out enterprise intelligence, build an Internet platform based on the expansion of physical shopping malls to 1,000 homes, and take the home as the core to carry out the upstream and downstream cross-border extension of the business. The synchronously constructed design platform will make the design aesthetic concept throughout the entire family of consumer industry chains. Relying on the Internet +2.0 mode of online and offline integration, Red Star Macalline will jointly create a commercial life community with the pan-home industry.

At that time, Li Bin, the president of Ren Hongxing Meikailong Home Group, spent a lot of words to introduce the "1001 Strategy." However, Li Bin was transferred from the beginning of July this year and is no longer responsible for the operation management and Internet operation management of Red Star Macalline Mall.

After Li Bin’s post adjustment, the Internet of Red Star Macalline was personally coached by Che Jianxin. At the end of July, the company built a new network of members, and at the end of August, it was high-profile that the Red Star Macalline era of new home retail has arrived.

However, according to insiders of Red Star Macalline, the team members have changed a lot and the organizational structure has not yet been determined. "New retail is also the combination of online and offline Internet, and the progress is still not clear." Red Star Macalline insiders told the "China Business News" reporter. The former COO Wang Yanjun, who was responsible for the Internet Group's retail platform, has also left. When the reporter contacted the interview, the above-mentioned insiders bluntly said that they still do not know who is responsible.

Different from the Internet of Red Star Macalline, the new retail of the actual home currently seems to be mainly cross-border food industry.

It is understood that in January of this year, Yi food supermarket was officially launched, and the unmanned convenience store EATBOX also followed. In addition, the home is still in sync with the Foodstage Life Food Museum - the Faust Food Theater, the slow-food bar EatPub, which focuses on alcohol, and the EatFresh, which is based on fresh fruits and vegetables. The unmanned convenience store is the new retail. A small molecule in the plan can be combined with any of the three formats to create a new format that is small and small.

According to An Liying, the location of Yi Restaurant is a scene-based restaurant supermarket with the theme of “slow food culture”. Yiweijia Supermarket has shown the idea of ​​a new retail in the home, namely, the upstream layout of slow food farms, cross-border purchases, downstream layout, no convenience, restaurant supermarkets.

As a traditional home store, why does the home actually make food across the border? An Liying said that for the vast majority of consumers, the purchase of home building materials, although the customer price is very impressive, but the frequency of consumption is extremely low, and some even one-off, which means that most members of the actual home are The platform is extremely inactive, and for members, there are no suitable channels for the large number of points in their accounts.

“Obviously, the group needs to create more high-frequency consumer scenes to glue consumers and revitalize the members. The Yishangjia supermarket is built in its own building, in large part to save space costs.” An Liying said .

Fan Xueyou, CEO of Haojia.com, an Internet company with "activity marketing" as the main mode, said that the non-standardized, large-scale low-frequency consumer goods, durable goods, and the matching of decoration styles have made the home industry always Relatively backward sales methods (market-based sales are dominant) are on the move. In the trend of consumption upgrading, if there are still household enterprises that do not combine online, to guide the flow to the offline, it is bound to be out of touch with the market. “Home new retail is a dynamic operating model, not just in retail.”

The essence of new home retail

Outside the circulation field, many home furnishing companies such as Sophia and Shangpin Home have shouted new retail, but under the new retail concept, the use of big data + artificial intelligence in all directions is still very long.

Sophia (002572.SZ) is famous for its custom-made wardrobes. On June 18th, Sophia teamed up with Tmall to test the new retail sales and achieved sales of 200 million yuan. On August 12, Sophia won the first show on Tmall Super Brand Day. A single day sales of 130 million yuan.

Zhou Wenming, general manager of the Sophia Furniture Family Center and deputy general manager of the marketing center, said publicly that the new retail is not an e-commerce, but a data.

Zhou Wenming believes that in the traditional era, the shipments of household enterprises mainly rely on channels and distributors at all levels. However, who the product is sold to, who the user is, what products they have purchased, and which styles are more popular, can be said to be ignorant of the company itself. However, for Sofia in the era of big data, by analyzing the user's behavior data, transaction data, and product manufacturing data, the user behavior can be learned earlier, so that the corresponding product can be delivered to the user more accurately.

Since Shangpin's home delivery (300616.SZ) was listed on March 7th, the stock price has reached 201 yuan per share at the highest price. The industry believes that its high share price is mainly due to the innovative business model.

Shangpin Home is the first company to explore the home O2O model. Now its industry 4.0 is artificial intelligence + big data brings new productivity and driving force.

In response to the investor's question, Shangpin's home delivery official said that Shangpin's home delivery system will be used for the examination, ordering and scheduling of orders brought by the terminal sales store through the self-developed intelligent automatic unpacking system and automatic scheduling system. Separate the specific furniture product structure in the order into several parts, and combine the orders of a certain number of similar plates into one batch, organize the production according to the batch instead of the order, and finally realize the personality of the non-standard parts. The flexible and flexible production solves the problem that the customized products in the industry cannot be scaled and manufactured at low cost.

In Fan Xueyou's view, the core and key point of the new retail in the home industry is the concept. The home industry is a very traditional industry. Fan Xueyou said that many of the bosses in the industry he has contacted have recognized the use of big data and the use of the Internet. Holding a wait-and-see attitude. "For example, I have proposed some Internet tool-based management systems and marketing systems with some bosses. After listening to them, they said they are very good, but they will not use them. Some people say that they will not use their own company data and the Internet. Combined, because a lot of data involves many levels, such as the leakage of sales data, such as the disclosure of business conditions."

Therefore, Fan Xueyou believes that because the home industry is relatively more traditional, it can only be said that under the new retail concept, to some extent, it will speed up the promotion of home enterprises to a large extent, but the journey of using big data + artificial intelligence in all directions is still very long.

Amway believes that the future of retail is a perfect combination of technology, wisdom, and human high experience. Under the current structure of new retail, what needs to be considered is the possibility of providing customers with "snap". Specifically, it is to let users have a high degree of experience, the ultimate efficiency and the change of personal thinking structure.

Editor: China drying rack net - dew for frost