Retailer And Consumer Interaction Is Reshaped

The behavior of Chinese consumers is undergoing a qualitative change. Full channel shopping has gradually become the "new normal". This is the result of technology promotion. It is also the inevitable trend for the new generation of consumers to pursue convenience and experience.

Retailers need to rethink where their market opportunities are and where their growth should come from.

In 2010, only 3% of private consumption came from online, and this proportion rose to 15% in 2015.

It is estimated that by 2020, online shopping will maintain a growth rate of about 20%, reaching nearly 10 trillion yuan, accounting for 24% of the total private consumption.

Over the same period, the growth of consumption in other retail channels was only 6%.

This means that online shopping will contribute to 42% of private consumption growth.

The category of consumer online shopping is becoming more and more abundant. It is no longer limited to clothing, maternal and infant hot products.

The consumer survey conducted by BCG in 2015 shows that the coverage of daily necessities, food drinks and fresh fruits in cities has not been overlooked. The coverage of mobile terminals of clothing and cosmetics has exceeded PC.

Looking ahead in the next five years, clothing, mother and baby, cosmetics and other early online categories will continue to grow at a double-digit pace, and the driving force of purchase will shift from low price to service and quality.

With the development of the supply chain, fresh and food drinks and other categories will further release consumers' potential demand for online shopping.

The survey found that before the purchase decision was made, consumers had 3 incentive points and 4 search behaviors on average.

In these different contacts, half line, half line, line and line are interlaced.

Traditional retailers have more opportunities to contact with consumers. Before they enter the store, they can start draining. In the process of consumption and after sale, there are many ways to interact with consumers and provide value-added services.

The whole channel has become the trend of the times. Retailers need to actively adapt to the new way of playing and prepare strategically.

Concerned about young people outside the customer - "singletons" is already a huge online.

In the next few years, the online consumption power of "light cooked families" and "growing families" should not be underestimated.

Occupying the commanding heights of categories and scenes -- defining key consumers and mining

The key point of pain is to create convenience and enhance experience for consumers through digitalized means and multiple channels around the core consumer scenario.

Online and offline integration needs to be developed - online and offline is not a zero sum game.

Online channels should not and can not only compete at low prices, but need to clarify their positioning and roles, and promote the operation pformation and integration of all channels under the offline channels.

In the tide of the whole channel pformation, every retailing enterprise is bound to beat waves and water, but the endowments of enterprises are vastly different, and the modes and speed are different.

The key to winning is to set aside the fog and keep away from the misunderstanding as soon as possible, carry out medium and long-term planning, make layout and implement blueprint, and then join in, constantly adjust the direction and pace, and become the leader of the whole channel era.