What is Community New Retail? Is there a future?

1) What is community new retail?

The solitaire and distribution functions have been combined, aimed at the local community self-pickup model, merchants in each community to recruit the head of the group, and the establishment of community groups, the business regularly releases solitaire ** activities, the head of the group will be the activity ** to the community group, after the end of the business delivery to the head of the group, the head of the group to arrange the community of buyers to pick up or the head of the group to distribute, in the process of the head will not contact the buyer to pay the money, and do not need to stock up, the profit will be automatically settled to the head of the group after the end of the day.

Community** is based on a real geographically close neighborhood and is a shopping scene based on trust and emotion.

2) What are the advantages of new retail in the community?

1.The pre-sale** model is adopted to minimize the investment risk.

The community** adopts a pre-sale model, which can estimate the number of purchased goods, reduce the pressure of stockpiling, and minimize the investment risk.

2.Just need products, repurchase high.

The audience of the community ** is mainly family-based, with a large base and a high frequency of consumption of just-needed products, as long as the community residents recognize your products. Later consumption is basically to choose you, loyalty is very high, and the possibility of repurchase is high. In addition to the products that are just needed, the head of the group can also interact with the community residents to share goods, chat and shop, and the repurchase rate is high.

3.Social fission, low cost of customer acquisition.

The community's ** customer acquisition is mainly in the way of acquaintances with acquaintances, using interpersonal relationships to obtain customers, the cost of customer acquisition is low, and fission is quickly formed.

4.The source of customers is guaranteed.

Through the community** and through online grouping, not only the cost of customer acquisition is low, but also the stability of the customer source is guaranteed, and there are more repeat customers.

5.Low threshold, scale expansion.

The community** mini program is simple to operate, has a low threshold, and can be expanded on a large scale and on a large scale.

6.High profits.

Goods can be purchased directly from suppliers or manufacturers and sent directly to the community, without middlemen raising prices and no need to stock up. Low cost, high profit.

Community new retail is a model that assists the purchase of goods through social e-commerce platforms, based on interpersonal networks, social interaction, user-generated content and other means. This model is now an important model of social new retail.

Is there a future for new retail in the community?

The category has gradually expanded from fresh food to daily goods such as FMCG, cosmetics and clothing. In the initial stage, fresh food can help attract consumers while cultivating the consumption habits of new retail in the community. However, most of the fresh food has a low gross profit margin, and the first chain is more complex.

Second-, third- and fourth-tier cities are more likely to see growth. Most of the offline fresh food stores in second-, third- and fourth-tier cities are relatively scattered, and there are large differences in product quality, first-chain management and service quality, which provides development opportunities for new retail in the community. In addition, community relationships are closer in the second-, third- and fourth-tier cities than in the first-tier cities, which is the core key to the community's new retail business model.

Unlike social e-commerce platforms such as Pinduoduo that adopt a marketing fission model, community new retail does not have the so-called network effect. For each new community, new retail needs to invest a lot of marketing resources, and at the same time recruit a new team leader. Therefore, at present, we see that the community new retail market is still relatively fragmented, and each platform focuses on different regions or communities, and is still in the mode of horse racing.

The customer acquisition path of fission communication through social networking allows community new retail to sink traffic to third- and fourth-tier cities at low cost; It covers a wider range of consumer groups and provides a new way to solve the problem of difficulty in selling agricultural products. On the other hand, the injection of more Internet factors is also boosting the improvement of the agricultural production chain and industrial upgrading.

How to do new retail in the community?

1. Build a social platform: build a new retail platform for social e-commerce, and integrate it through multiple marketing methods, build a new retail platform for social e-commerce, and carry out diversified marketing methods, such as live broadcast, advertising, TV, social, membership and other forms of integration and recruitment of micro-business. Micro-business spreads with the help of social platforms such as WeChat to attract users to precipitate.

2. Diversified social marketing: Carry out social marketing through the traffic of the micro-business itself to comprehensively expand customers, integrate its own traffic, and combine digital technology to carry out social marketing and community marketing, precipitate data, and comprehensively digitize customers.

3. Cooperate with offline stores: Through cooperation with offline multi-entity stores, online and offline mutual drainage and customer expansion.

The new retail in the community is proposed by hishop, and if you want to say anything about the future, it depends on how you do this. After all, it is not a big platform, it revolves around the community, and the mining of community needs is very important.

Community new retail is a community business model that integrates multiple community resources in the form of "community" and is centrally managed and operated by merchants. Community new retail is essentially a community model of new retail, which is derived based on the community environment. The main sales scenario is a community WeChat group initiated by various express collection points, community convenience stores, community properties, owners, etc., and each group is equivalent to a community store.

1.Grasp the multiple traffic entrances.

In addition to online traffic, offline traffic resources are also very important. As the management department of the community, the property has a large number of owner resources, and secondly, it is difficult for them to provide satisfactory services to the owners due to their own limited energy and funds.

By cooperating with the property, it can extend its tentacles to the interior of the community, shorten the distance between the residents and the residents, facilitate the development of business, and also meet the practical needs of the property.

2.Develop a variety of retail anchors.

In the current popular community ** model, most of its leaders are served by the mothers in the community. Now, in addition to Bao Ma, housekeeping aunts are also a force to be reckoned with in new retail enterprises in the community.

3.Dig deeper into user needs.

The activity area of the community users is small, but the demand is great. In addition to the general high-frequency daily consumption, there are more low-frequency needs. Single-minded life is satisfied from many aspects, so that various services interact with each other and promote the development of a variety of service formats.

It also generates a certain advertising value among users.

Although there is no mature new retail model, new retail has become the consensus of the industry for future development. According to data compiled by the Prospective Industry Research Institute, China's e-commerce transaction volume in 2016 was one trillion yuan, a year-on-year increase. With the stabilization of the macro economy, the steady progress of "supply-side reform", and the continuous penetration of "Internet +" into traditional industries, China's e-commerce transaction volume will continue to maintain rapid growth in the future.

The new retail model has become the development trend of the future, and its requirements are precise and scenario-based experiential services. It is necessary for e-commerce platforms and physical retail enterprises to cooperate with each other to understand the consumption needs of users in a timely manner through big data. In short, it is not easy to do this, but challenges and opportunities always coexist, and in the end, the new retail industry will definitely bring new opportunities to the entire e-commerce and retail industry.

New retail is omni-channel retail, which is an integrated marketing model of online and offline, which is essentially a combination of online and offline.

A big man said: New retail is a data-driven pan-retail form centered on consumer experience, relying on big data technology, so that retailers can obtain accurate data of a large number of users, and drive the reconstruction of the relationship between "people", "goods" and "places".

Jack Ma's definition of new retail is: online and offline and logistics must be combined in order to give birth to real new retail. Offline enterprises must go online, online enterprises must go offline, online and offline plus modern logistics combined, in order to truly create a new retail.

The difficulty of understanding this sentence is much lower, and the combination of online and offline sales, combined with modern logistics, can produce new retail.

Let's take an example: we shop on online shopping platforms such as JD.com and **, this is online sales, and we go to Wal-Mart, Carrefour and other ** shopping, this is offline sales. And the combination of these two sales is the so-called new retail.

Wal-Mart, as a worldwide chain enterprise, is also the world's largest company in terms of turnover, and it is mainly involved in the retail industry, but for a long time, the company that has posed a huge threat to Wal-Mart is not Carrefour or Costco. It's the Internet company we know - Amazon, e-commerce has had a huge impact on Walmart. Wal-Mart has also begun to lay out the field of online shopping, taking Wal-Mart China as an example, Wal-Mart has launched Wal-Mart *** on JD.com, Sam's Club, etc., and Wal-Mart has strategically invested in Dada-JD Daojia to build distribution logistics in the same city, realizing the system of online and offline + modern logistics, which is the future form of new retail.

For a long time in the past, everyone thought that e-commerce would be the trend of the future, and offline brick-and-mortar stores would die. However, in recent years, the development situation of e-commerce has been flattening and has reached a bottleneck period. E-commerce giants have moved offline, and the physical industry has also begun to touch the Internet, which seems to be the prototype of new retail that Jack Ma said.

Of course, new retail is not simply online plus offline plus logistics, but also involves some concepts of omni-channel, big data, artificial intelligence, Internet of Things, etc., but if you understand it simply, you can understand it like this.

The traditional core of retail is service and chain, and products and services are the essence. However, when the quality of goods and services has reached a certain level, in the era of mobile Internet, for consumers, the change of consumption habits and shopping scenes requires more advanced technical means to create new shopping methods and new consumer demand. Technology has driven iterative updates in retail.

Therefore, the current retail may consider more than just goods and services, but the new experience of the future created by technology, to the traditional retailers to export management and information technology platform, to do the light model, make full use of the retailer's heavy model: the first chain resources, human resources and door resources, the so-called combination of light and heavy, online and offline integration, this is the new retail performance.

How to do new retail? Whether it's online e-commerce or brick-and-mortar brick-and-mortar brands, all brands spend huge amounts of marketing investment just to attract consumers to their shelves. However, during the Double 11 carnival, a large number of customers came to the imported food ** mini program to consume, but the goods were sold out.

But is the goods really gone? Not necessarily, the goods in the offline store are still piled up there. But for many businesses, online and offline are two battlefields.

"New Retail" will enter the information related to enterprises, retail resources, people, goods and yards and user needs into big data and drive it according to the best operation logic, which can be received and called anytime and anywhere to work efficiently; All problems in operation will be judged and raised by the data system, and the command will be tracked and solved.