Various retail formats
New retail is no longer so hot, everyone can think of projects already done And there is no better breakthrough idea. To sum up, the value of the new retail project for users has not changed the ability of the offline retail industry.
Second, can new retail projects change consumer perception?
New retail projects can generally be divided into three categories, but there has been no major change in consumer perceptions.
(1) Consumer experience improvement
Box horse fresh and super-species products, the offline store has been transformed, to achieve “retail catering”, let retail and The experience of dining is organically combined, especially in the face of busy white-collar workers in first-tier cities. It is very good to buy vegetables directly for processing and direct meals. But there is a problem, white-collar workers can not eat lobster steak every day, after all, the richness is not enough.
(2) Consumption pattern improvement
unmanned convenience store and office unmanned shelves, did change the traditional sales model, it was originally a guarded shop, the thief small Touching is illegal, not a professional player, and few people have such an idea. However, unattended is not the same. It directly tests the “humanity”, especially the unmanned shelves in the office. It sounds like many colleagues supervise and can’t take the money, but often the end result is “collective distrust”. Just like the scene described by the broken window principle, everyone can throw out their own stone when they see it is a broken window.
(3) Consumer quality improvement
Many capitals found that the above two projects are not good enough, things are not so simple, but there is also a track for new retail projects. The transformation of the store is to give the user a new quality improvement from the supply side. However, the capital market is calm, and there is not a whole brain rushing in. At present, only Chunxiao Capital has invested in convenience stores in Xi’an and Beijing; Sequoia Capital has invested in Fujian’s Fufu convenience store. There are no further moves in the market, such as Meiyijia, Furong Xingsheng and Hongqi Chain.
And when everyone seriously understands the convenience store business, I found several problems: If you really do a convenience store, is it the benchmark 7-11, the whole family, Rosen. Can management capabilities and supply chain control capabilities be broken? Convenience store business is not just about site selection, operation, and supply. There are too many details to manage. This is the game of efficiency and cost. China is too big to be able to rule the whole of China overnight without money, and it does not have a nationwide network effect. Just like Didi, it can’t stop other brands such as Shenzhou Special Car, Cao Cao Special Car, Shenma Special Car, Tick Travel and so on. So the new retail is a word, but there are a lot of tracks, there are many athletes, some are pseudo-demand, and some are self-indulgent.
Third, why the new retail is a mess, a chicken feather
Maybe new retail is a phenomenon in the process of social development, but also not the fourth retail revolution Because there is no revolutionary product, no revolutionary technology, and no revolutionary potential. In the past 5-6 years, the whole of China has continued the concept of “Internet +”. It seems that traditional industries can make rapid progress if they add the wings of the Internet. It seems that traditional industries are backward and inefficient in the face of the Internet. Need to be modified. Therefore, the O2O project has already died in the batch after the Thousand Regiments. The B2B project died in the first half of 2016. The community e-commerce project died in 2014. So why do you restart again around 2017? What? And to repackage, put on a gorgeous coat of new retail?
I have summarized the following reasons:
& emsp; & emsp; (a) product thinking is dead
& emsp; & emsp; the first to put forward this point is the CEO of the cat-eye film, Zheng Zhixuan, the former president of the US public opinion platform business group, Peter’s point of view is actually that the product managers of the Internet, do not focus too much on the product itself, especially the offline business, do not think that only optimize the product can win. Need to pay attention to the entire industry chain, especially focusing on the entire ecology, focusing on the gameplay of the upstream and downstream industry chain. So now many new retail projects are starting to plan an industrial chain, and the first step is to lay out the entire industry chain. The new retail is not to change a certain point, but to change the entire new retail industry chain, which is to integrate the original upstream and downstream. But looking at China, how many companies and individuals can control the whole situation? Why is it your turn to change the world?
(2) Platform thinking must win
Many new retail projects are planned early, and they all hope to build a traffic platform, and use the platform scale to earn C in the future. End user’s money. However, the platform business is not planned, it can be built by imagination. The company that wants to be a platform from the very beginning, in fact, the more dirty and tired you are, the more you want to do it. You just want to rely on the “combination” to bring everyone together and make profits from the trading water. So the new retail platform project was doomed from the beginning.
(3) Self-evolution of business systems
When you feel that offline business is not efficient, where services are not good, please believe that it may be yours The user feels, “If you really want to do it, it may not beLike them. In addition, there is a natural elimination process in the offline business. As the saying goes, the existence is reasonable, the self-evolution of the commercial system has made the whole chain efficient, and the division of labor is the optimal combination. Don’t think about going through the Internet. The way to change creates revolutionary changes. Offline business systems require a spiral rise that is not necessary for you to retrofit. Therefore, any project that hopes to bring a revolutionary breakthrough in traditional retailing can only be a chicken feather.
Fourth, the last chance of the new retail track is where
said a lot of new retail projects, there are some individual projects just to circle money, or want to follow the third level The Rockets play, first burn money to build a platform, and then look for profit elsewhere. In the end, after entering 2018, these new retail projects are slowly dying. There are no new financing reports, and even the merger is relatively small. It is expected that a batch of projects will die by the end of this year. In addition to many projects, I feel that there is still an opportunity, that is, urban logistics.
(a) offline retail
offline retail model
(b) why not so fast
&emsp More: more than just online, after all, Internet e-commerce is based on this;
& emsp; & emsp; fast: the various experience under the line is the fastest transaction, is the shortest trading path, no Need logistics, express;
& emsp; & emsp; good: users have first-hand experience, can not do fake, do not have to wait for the receipt of goods to feel;
& emsp; & emsp; province: consumption upgrade, Social upgrading, many things have been rising, and there is a time and regional cost, you can not be cheaper because of Guangzhou soy sauce, you live in Shenzhen, you go to Guangzhou to buy;
& emsp; & emsp; so it seems The offline business is originally faster and better, you can’t be faster than they are, and the non-high frequency demand has been met through the Internet.
(c)Why is the city logistics
First, let’s see who is using the city logistics:
C-side distribution:Jingdong Logistics , rookie logistics, SF, 3 links, mainly to fight the last 100 meters of logistics, personal small pieces of timely delivery, etc., the main transport is mainly the rider;
& emsp; & emsp; small B-end distribution: customer-oriented groups For the professional market, wholesale market and temporary delivery of husband and wife shop, the main transportation is van, van, tricycle (reverse ride);
B-side distribution: for production enterprise plan Sexual city distribution logistics, mainly has warehouses to warehouses, warehouses to stores, warehouses to home three scenarios, the main transport is van trucks, container trucks and so on.
Therefore, the main business of urban distribution logistics is the service fast-moving consumer goods industry, with high requirements for distribution granularity and fineness. Moreover, enterprises facing C-side distribution have begun to form a scale. Representative enterprises include: Dada, Dingda, Meituan, Hungry Rider, Post.
V. Where is the city distribution logistics difficult?
In fact, in terms of urban distribution logistics, China’s trunk logistics and branch logistics are very developed, and all kinds of shoulders, less-than-trucks, special lines, and feeder lines are really very traditional and complicated.
Why is the city distribution logistics complicated? The reasons are as follows:
(1) The implementation process is complicated
The delivery process is particularly simple, and now there are a lot of courier boxes, convenience stores can be stored;
B-end market is simple to sort, the delivery process is more complicated, because it involves settlement, inspection damage, return Goods, terminal display and many other services.
(2) Profit is lower than the distribution cost
labor cost, gasoline cost, warehouse rental cost, etc., with the rapid increase of various operating costs, the fast-moving industry The level of profit has also been severely compressed, which makes it difficult for its logistics and warehousing costs to be digested by professional third-party social division of labor. There is no way to cover the cost of profit, which leads to the industry not being able to evolve, just constantly twisting the towel, so it is impossible to specialize the division of labor, and it is impossible to have professional quality.
from the industry point of view, the cost of warehouses in the transaction volume
the proportion of warehouse costs in the transaction volume
(c) a large number of repeated construction
A lot of fast-moving B2B platforms are also self-built warehousing logistics distribution system, which also makes it difficult for a large number of urban distribution companies to really cut into the logistics and distribution of the FMCG industry.
Warehouse rental rent analysis
Warehouse ownership analysis
Six, where is the opportunity for urban logistics?
(1) Specialized division of labor is the trend
The fast-moving consumer goods industry is characterized by the infinite proximity of goods to consumers, which requires the supply chain to be as close as possible to the market. Now all brands have passed the national distributor system and agent system to meet the granularity of distribution, and to ensure that their products can occupy the distribution channels as much as possible. butChannels are changing rapidly, and consumers’ perceptions and loyalty to brands are also changing. Therefore, various manufacturers have set up many market supervisions, and the role of market tally members is actually repeated waste. The demand for specialized services is strong, and the demand for social logistics in third parties is strong, and it is necessary to ensure the quality of the overall service. Wine sales are 20.45% higher than other categories, and it is easier for car sales to increase sales opportunities. At the same time, the value of the wine category is high, making it easier to cover the cost of personnel and vehicles brought by the sales.
visit mode and car sales mode
(b) industry needs standardized service standards
we all know that non-standard products correspond to individuality For services, standard products require efficiency and cost control. Whoever can set the standards of the industry can form an advantage and even form a monopoly. Only standardized services can be quickly replicated to form a scale advantage, and urban logistics is a typical standardization service.
(3) Expansion of new retail enterprises creates market space
At present, many dealers have gradually separated warehouses and logistics distribution through the unified warehouse, which is It has created a more favorable development environment for the development of urban distribution enterprises.
In addition, many offline retailers such as Qian Aunt and Baiguoyuan are expanding across regions, and the willingness of these companies to engage in logistics is not high. The growth of such companies together is also a good development opportunity.
When we do a business, we better do business with a demand after ten years, then the city logistics is such an opportunity . Whether it is the in-depth development of traditional industries or the emergence of new retail companies, urban logistics is needed.
The future from the last 100 meters, the last 1 km, may develop to the last 5 kilometers, all need city distribution logistics.
(provided by Shenyang Building Materials Network) <
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