The "new retail" proposed by Jack Ma is sweeping across China, affecting the ecological chain of the entire retail industry. Ali's layout of new retail is not just a change and impact on the retail industry. Its core lies in the battle for data competition in the future. In advance, new users' big data will be obtained from channels and terminals through new retail. Big data.
As Ali's sole rival, Tencent has launched a small program, and is also building a complete big data ecosystem centered on the WeChat account system. The small program's empowerment of public accounts and enterprises has opened up online, offline, and payment. The entire retail channel builds another big data ecosystem belonging to Tencent.
New retail can also be said to be smart retail, the essence of which is the intelligent connection between people and services, while the market is ubiquitous and within reach. That is, we use the consumer behavior and shopping data of each user, and then provide goods and services to this user at the appropriate time, and connect people with goods and services in these ways.
亿级月活跃用户的移动购买能力之一。 Therefore, the WeChat mini-program will be the last link to open up the entire social marketing. Users only need to use QR codes or share among friends to quickly become merchant members, and then become the mobile purchasing ability of WeChat 1 billion monthly active users. One.
Collective of unmanned smart retail
To say where the wisdom of smart retail is best reflected, the most typical one is the unmanned convenience store. 年推出过“ Easy go无人便利店”就是个很好的例子，其“ RFID+小程序”的组合就让无人便利店成为可能，“自动收银、无人值守”的无人店。 A good example is the Easy Go unmanned convenience store that was launched in 17 years ago . Its combination of " RFID + applet" makes it possible for unmanned convenience stores, and "automatic cashier, unattended" unmanned stores. .
Once the unmanned convenience store has always been a concept. To sum up, unmanned stores must have several elements, the most important of which is the lack of a connector that connects online and offline. However, the emergence of a small program almost perfectly solved this problem. The small program is the last door card after combining online and offline. 的小程序，整个消费过程具备快速、便利的特定，小程序无需下载，用完即走的方式也让消费者进一步提升购物体验。 When the user scans the code and enters the convenience store, the mobile phone will automatically associate with the Mini program of Easy go . The entire consumption process is fast and convenient. The mini program does not need to download.
Scenario-based Internet Enterprise Gathering Point
Not only are unmanned convenience stores, restaurants, shopping malls and other places with high frequency of use, wide use of cash, and large population flow, are naturally the most suitable scenarios for small programs. From the current point of view, the original intention of applet design is to connect online and offline. But in the future, the online and offline integration model is the mainstream trend of business in the future, and applets will definitely play an extremely important role in it.
Under the scenario-based thinking mode, users will pay more attention to their own experience, and product design will further fit the user's actual situation and consumption habits. Enterprises should also use scenario-based thinking to make different strategies for fast-paced lifestyles and maintain consumers' memories of their own products or services, so that they may gain in the fierce market competition.
It is not difficult to find that consumers under scenario-oriented thinking pay more attention to personalized experience, and offline consumption is the easiest way for consumers to put consumers into the scenario thinking mode. Whether it is marketing or product use, "experience" in the scenario The first contact in consumerized thinking is also what consumers are most concerned about. Consumers' willingness to consume under scenario-based thinking is more an experience decision than a consumption scenario.
Digital up and down integration
The launch of the small program not only allows consumers to get better store experience services, but also addresses the online users' service needs for offline stores. Offline stores can also bring online traffic through mini-programs. Consumers can go directly to merchant mini-programs through various entrances online and enjoy store services. Whether it is the Internet of Things or unmanned convenience stores, the continuous exploration and expansion of life intelligence by applets has greatly enriched our lives.
"Go and run out" represents a new consumer lifestyle. Going and run out is not a single use in the literal sense and can be discarded. The core is to shorten the service path and improve service efficiency.
All this is inseparable from the huge digital economy behind the digital age, and the rapidly developing information network technology has a high permeability. And the digital economy can largely eliminate the excessive consumption of tangible resources and energy by traditional industrial production, and its sustainability is far greater than the traditional economic model.