Smart retail begins with people, and changes in consumer demand drive the industry up and down.
Unmanned intelligent containers that do not close for 24 hours, artificial intelligence voice customer service to improve enterprise efficiency, brand mini programs for online selection and booking... Through the improvement of the efficiency of all aspects of retail, consumers' needs in more scenarios can be met.
From product-based to user-oriented, the focus of development of the retail industry is constantly tilting, but the unchanged point is that the retail industry that starts with people can never leave people behind.
Neglected people
What is the core of smart retail? "People, goods, fields", people are consumers, goods are commodities, and fields are channels.
The epidemic in 2020 has pressed the acceleration button for the promotion of digital retail, after the barrel effect has failed, the industry has further rolled in, enterprises, channels and even third parties continue to explore digital retail, and this innovation based on the three aspects of "people, goods, and fields" has achieved initial results, real-time tracking of goods digital, and shortening the listing cycle of new products... Undoubtedly, they are all products of the wave of retail digitalization.
So, what are the new ideas for enterprises in the industry race?
According to the report of Ebang Think Tank, as of the first half of 2021, the number of mainland Netizens exceeded 1 billion, and the competition between online channels and traffic entrances fell into the Red Sea, and the focus of traffic became high conversion. That is to say, in the digital era where everyone is a netizen, turning the onlookers into consumers through traffic channels is becoming a new competition point for the retail industry to win.
And a role that is easily overlooked has become the contact point for the transformation of the field and people. Ling Yun, vice president of Weimob Group, said: "If the place where there is traffic is called 'field', so that the traffic in the field becomes a user in the private domain pool, it depends on the 'end' with the ability to connect, and the strong interactivity of the shopping guide can be called the connector in the end." ”
In the matter of "activating the value and potential of shopping guides in the era of digital retail", Weimob has done what it is.
February 26th is the final night of the first Weimob Super Shopping Guide Competition. It is understood that before and after this competition, nearly 100 well-known retail brands in the field of FMCG and durable consumption, such as Lenovo Laiku, Annael, Barabala, hot wind, etc., more than 20,000 offline stores, and more than 100,000 shopping guides actively participated.
The two-month competition, through the three incubation camp training activities, helped the brand shopping guide to improve the "global customer power", "full-time connection" and "full marketing power", and selected six excellent brands and seven excellent shopping guides in Barabala, Ordos, GXG, Lenovo, Eloi, Seven Wolves.
In the end, the shopping guides competed for the super shopping guide championship and the Tesla award in the form of live streaming and scene interpretation PK on the final night, and the Ordos brand shopping guide Fan Jiaqi won the championship, while Zhang Hang from Yadi and Wang Sexiang of the Seven Wolves won the second and third places respectively.
Today, when China has ranked first in the global online retail for 8 consecutive years, Weimob and others are trying to give a solution to a long-neglected problem, and if smart retail wants to develop further, it must solve the problem of people, but the people here are shopping guides - direct contact with "people", directly convey "goods" information, and make the "field" (offline retail) the key to improving efficiency.
For the practical significance of the digital transformation of shopping guides, Zhai Kun, ecological director of Tencent's smart retail industry, once expressed his affirmation: "In the era of retail omni-channel, the private domain has become the core, and the shopping guide has become a key part of it, with the help of the shopping guide mini program, retail enterprises have broken the limitations of the field, from stores to shopping guides, which is the key strategic deployment of global growth." ”
According to the China Department Store Commerce Association, the number of shopping guides in department stores, shopping malls and outlets alone in the country is close to 20 million. A large number of shopping guide groups have played a prominent role in the retail industry, they are not only an important bearer of retail services, but also a link between shopping malls, brands, goods and customers, and also a specific executor to achieve sales tasks.
It can be said that in the multi-scenario of smart digitalization, goods and fields are inseparable from the key role of shopping guides, and under the "focus" of Weimob, they have stood at the center of the smart retail stage.
The shopping guide who is stuck
If ten years ago, the shopping guide was only store sales, then now it has been given more roles, for example, in the context of retail enterprises as a community, they are fan operations; in the context of retail service, they are also online customer service.
In the wave of retail digital transformation, the value of shopping guides is being reshaped, in the mouth of Ling Yun, vice president of Weimob Group, "live shopping guides who will do live broadcasts, community shopping guides who can play communities, and mall shopping guides who can push malls" are all the demand for "polygonal" talents in digital retail.
Under the change of times, everyone is just a grain of sand. In the vigorous wisdom and digital upgrading of retail enterprises, these shopping guides who are active in the front line may be able to keep up with the times, but many are at a loss, they urgently need to "learn" and need to have a set of methodologies that can be applied to the present.
Improving the accurate understanding of digital business and standards by shopping guides, cultivating their ability to cultivate digital thinking and awareness, and accurately performing services is both the focus and difficulty of the digital transformation of retail enterprises.
"Our shop is in a shopping mall, and that mall is relatively remote and there are not many people. So we can only try to add consumer WeChat and be a member. A first-line shopping guide talked in a sharing of the first super shopping guide competition of Weimob.
Some store locations are not ideal, and the way of offline organic traffic is naturally limited, it can be seen that in the past, the retail industry relied too much on offline single channels, unable to effectively accumulate user data, and it was difficult to accurately grasp consumer preferences and provide personalized services.
The new era background and market environment put forward new requirements for the ability of shopping guides, relying only on offline channels, the value of shopping guides is difficult to be fully released, which has become a pain point faced by many retailers.
Cheng Fang, who participated in the Shanghai event of the first incubation camp of Weimob, a student representative of China's local design women's clothing brand Daily Broadcast Fashion, put forward the first question in front of the shopping guide: "In the past, the shopping guide mainly generated performance based on the customer's consumption in the store, but offline experience was difficult to fully reproduce online, so as to achieve global customer acquisition. ”
The emergence of digital tools for smart retail shopping guides has brought real help to the shopping guides who are trapped by customers.
In 2020, in exploring the "cloud selling" model, Lenovo realized 1,000 stores on the cloud through the Lenovo Lebei Mini Program Mall cooperated with Weimob, and 40,000 shopping guides sold goods at home in the form of "cloud resumption", and the sales performance of the single-day Mini Program Mall exceeded the 2 million yuan mark.
On the other hand, the traditional cashmere domestic goods enterprise Ordos has also followed the wave of digital shopping guides under the empowerment of Weimob, and created a private domain traffic pool with the mode of enterprise WeChat and Mini Program empowerment terminals, so that shopping guides have achieved rapid online sales, interacted with customers 1V1 community, and achieved a 20%-30% increase in the proportion of shopping guide sales.
After the first "Global Customer Acquisition" incubation camp of the Weimob Super Shopping Guide Competition, the "Full-time Connection" incubation camp has opened up room for shopping guides to grow in the time dimension. So after the establishment of the online cloud store, how should the shopping guide effectively improve the performance?
Weimob put forward four key steps, icebreaking - interactive follow-up - objection handling / forced orders - closing orders / transactions, covering the whole process from new customers breaking the ice to the transaction repurchase, and refining the customer stratification, operation means, sales skills and other contents at each stage.
Taking the maintenance link of the old customer who is quite concerned about the shopping guide as an example, Weimob summarized the methodology of "157N customer tracking and maintenance formula": on the first day of the customer's order, add WeChat to thank you; on the 5th/7th day of the order, ask about the arrival situation and give suggestions to enhance the favorability; the 7th/15th day of the order, follow up the use of the use, improve consumer stickiness; N days after the order, you can guide the repurchase through the return visit.
It can be seen that by providing practical and feasible detailed solutions for shopping guides, Weimob is responding to the challenges of end-to-end information transmission under the organization of multi-role collaboration with practical actions, giving accurate and complete execution to the role of shopping guides, and becoming a key springboard for retail enterprises to build private domain traffic and achieve global joint ventures.
Comprehensive deepening of retail
The iteration of the retail model is inseparable from technology. Around 2000, traditional retail dominated the country, but with the steady increase in Internet penetration, the trend of e-commerce ushered in an explosive period, after nearly a decade of dormancy, relying on the Internet, empowering traditional businesses of new retail officially on the center of the stage.
Rolling yangtze river east passing water, now the power of the network is still expanding, starting from mobile phone remote control computer, home appliances, the era of the Internet of Everything is not limited to the concept, so many people are sure that in the next era, smart retail will become a new outlet. But in fact, following the rapid advancement of "people", "goods" and "fields" in the early stage, the current development of smart retail is entering the deep water area.
If the previous smart retail can be promoted by the three areas of "people", "goods" and "fields", then at present, just as the shopping guide connecting the three parties has become the key point, smart retail needs to work together on "people", "goods" and "fields", and advance from shallow water to deep water.
This process, of course, also needs a leader with comprehensive strength. Smart retail has always been a strategic location for The layout of Weimob.
In 2019, Weimob invested in Dharma Network, and the following year further increased its size, while participating in two rounds of investment in Dharma Network, it acquired Haiding, a smart retail head enterprise, to quickly fill the gap in the form of M&A investment, obtaining the vertical depth of horizontal industry expansion and vertical product dimension, forming a retail solution integrating front, middle and back office.
During the period of deepening the layout of smart retail, weimob's performance showed a high growth trend. Weimob's 2021 interim report shows that the total revenue in the first half of the year was 1.383 billion yuan, an increase of 44.5% over the same period last year, due to the dual improvement of subscription solutions and merchant solutions, the revenue of the digital business segment as the main revenue was 959 million yuan, doubling year-on-year.
It is worth mentioning that the smart retail business has provided a new growth momentum for Weimob - the revenue of the smart retail business reached 183 million yuan in the first half of 2021, nearly three times that of the first half of 2020, and the momentum is strong.
After running wild on the smart retail track, Weimob is also driving partners to sprint forward. It is understood that there are currently 4699 smart retail service merchants, of which the average order revenue per user of 830 brand merchants has reached 232,000 yuan.
At present, the smart retail process of Weimob continues to accelerate. In November 2021, Weimob acquired a 51.89% stake in Shanghai Xiangxin Cloud Network Technology Co., Ltd., and thanks to the good integration with Xiangxin Cloud, CITIC Construction Investment said that it continued to be optimistic about the performance growth of Weimob.
Morgan Stanley said that centripetal cloud products and services can provide private domain operation consulting services, ecological cooperation resource support, and underlying technical support and data empowerment, which is precisely with the Micromob TSO strategy to form a promotion effect, after the completion of the transaction, Micromob in the field of smart retail and TSO will have more competitive advantages.
In addition, when Weimob is moving forward at full speed, the industry will not hesitate to give applause to the strivers, and many securities institutions are also optimistic about the prospects of Weimob. CITIC Securities pointed out in the research report that it is expected that Weimob Group's digital commercial CAGR is expected to maintain a growth rate of more than 50% in 2021-2023, and the potential market value space in the next three years may reach a scale of 100 billion.
In the key field of smart retail, Weimob is working with many leading retail companies to explore effective paradigms, solve the transformation difficulties, and let the shopping guide upgrade the three major capabilities of global customer acquisition, full-time connection and full-position marketing under the challenge of uncertainties, so as to achieve performance growth, activate the productivity of shopping guides, and open up a key link in terminal digitalization.
It is also based on this concept that Weimob launched the first super shopping guide competition, which has brought remarkable results to many cooperative enterprises.
Ai Lai, which has created a precedent for down jacket fashion, is one of the excellent brands in the preliminary stage of Weimob, with more than 2,000 stores in China, and is a customer of Weimob's long-term service transformation, after setting up a targeted incentive plan in combination with the PK indicators of the competition, the overall daily average performance of Ai Lai brand cloud stores has increased by 71% compared with before the game.
Seven Wolves, another leading domestic men's wear brand that also performed well in the competition, built a digital operation system and digital marketing matrix with the help of Weimob before the competition, and in the "full-time connection" PK competition of the competition, more than 500 stores and more than 1,200 shopping guides participated in the competition under the seven wolves have achieved outstanding performance.
As Chang Shengen, head of digital terminal operation of Weimob smart retail, said, the use of tools to improve retail efficiency and do social emotional value conversion are the two main directions for the future development of smart retail, under the empowerment of Weimob's comprehensive and deepened smart retail capabilities, many retail companies and 20 million shopping guides are expected to achieve synchronous upgrading.
With all of us in one mind, the full arrival of smart retail will not be too far away.
epilogue
While continuously comprehensively and deepening the intelligent retail capabilities of enterprises, Weimob is also a booster of the new era of retail, on the one hand, there is still a lot of room for mining the value brought by retail digitalization, on the other hand, Weimob's continuous exploration is also promoting the steady improvement of enterprise competitiveness.
At present, Weimob, which is well versed in pragmatism, is committed to effectively solving the pain point of "shopping guide value release" for colleagues in the industry, and in the core system of "people, goods and fields", Weimob puts "people" in a conspicuous position.