2016 China (Nanjing) Solid Retail Innovation Pformation Zijin Summit Held

Now the Internet needs to integrate different needs. How can we integrate resources better in the Internet era, and how to meet consumers' growing demand for shopping in the right time?

We make channels, make adjustments and make changes in order to cater to consumers' shopping needs.

Whether we are in line with the needs of the market, changing the shopping habits of consumers, or even allowing him to rely on and identify, not only from the channel, but also from products, shopping habits, structural changes, environmental experience, and even some future market changes in products.

"2016 China (Nanjing) solid retail innovation pformation Zijin summit" was held in Nanjing.

In the meeting, the theme of CCTV moderator Lang Yongchun was "the dialogue between hope and happiness + struggle". Discussions with the executive director of Golden Eagle trade CEO sukay, Yintai commercial group and CEO Daniel Chan, Liu Sijun, President of Dahang group and Wu Tiemin, deputy general manager of the group, explore the innovative pformation mode of physical retail.

The following is the actual recording of the dialogue link:

Lang Yongchun: struggle, as if it is a neutral feeling, no matter how to struggle, whether it is in the autumn, in winter, in the spring, in the summer, just yuan general, not to say the feeling of winter, not to say the feeling of summer, he brought people very hot 7, August feeling.

Wu Tiemin: the reason for the choice of the struggle is that China's retail industry has a history of decades, but now it is more than ten years. Now, the time of the short Internet economy, the reform of the business situation and the change of the customers are the problems that our practitioners need to consider from many aspects of the customer and group market.

No one knows the standard mode of business in the future. So why do we choose to struggle because business people first do what they should do in the first place, and better cope with such a market and constantly meet the growing demand of consumers.

Liu Sijun: why do I choose to be happy, because I think I am unhappy, my colleagues are unhappy, and my colleagues are unhappy, so my customers will not be happy.

First of all, I want to be happy first.

Lang Yongchun: what kind of innovation is there? For example, how to create scenes, how do you know your needs through big data? What advantages do you have?

Liu Sijun: I used to be less interested in entities. I was doing Internet business, and this is also an advantage.

No matter what they did, it would be an advantage to let the customers happy and make them happy and make them happy.

I only have one goal, which is to make users happy.

Lang Yongchun: to satisfy customers and make him happy, so that all his needs can be met in me.

Liu Sijun: second, how do we make our colleagues and employees happy?

For example, the staff, for him, stood at the counter selling, most of the time no one came, when the customer came, if he bought, he was the happiest.

It was hard for customers to come for a long time, then left, then opened a small ticket. Finally, no payment was made, and no delivery was taken. This is the most unpleasant thing for our employees.

Now, we let all goods have a label of two dimensional code. Our salesperson, our production personnel can be interested in clothes, take it up, even if they haven't tried it, our salesperson can say you can sweep it up.

You are not sure now. It doesn't matter. Maybe I will apply to you tomorrow. I will have good activities in a week, then I will give it to you. At that time, we only need to pay online, and we will send it to you.

When more and more sales occurred, our salesmen were very happy.

Lang Yongchun: you have introduced the analysis of this behavior, and also put forward the future expectations.

Liu Sijun: in fact, we have adopted some good practices in the electricity supplier, like what the electricity supplier has seen on any website, what things have been collected and what has been concerned.

We mobile Internet, so that all these acts are naturally recorded.

Lang Yongchun: how high is the participation rate now?

Liu Sijun: we are only up to 1% now, but next year we will strive to achieve 15%.

There is no deal on the spot, and there is always a chance for him to make another deal.

With a clue and a data to turn the sale around, our sales are very happy.

What about our customers? We create scenes for customers, not sellers.

We recently made a fitting show to encourage our customers to try our clothes, test packages and wear jewellery in our mall to share our store's client platform.

At the same time, you can give customers praise, message and so on.

Why are our customers happy? I have a customer who sent them online. He chose a necklace in our cabinet and sent it to us.

On the platform, we provide a function that can be sent to a circle of friends, friends can give you a bunch of people, this person is entirely friends are brought together to him, 151 people to him together more than 1000 yuan pendant, as long as we seize the happy keyword, we will certainly do better in the future.

Lang Yongchun: a social platform that brings in a series of features of the electricity supplier. What kind of sales growth is expected this year?

Liu Sijun: Our line in November 2014, 2015 is 18.2 billion, this year is 10 billion 850 million now, next year I give myself the target twenty billion.

Sukai: I chose hope + struggle.

My hopes come mainly from two points.

The first performance is very good, with two digit growth.

There are many reasons, and the most fundamental thing is the change of consumption structure.

Over the past year, we have more than 300 VIP guests. Over the past year, the change of VIP guest structure has exceeded the change of five years.

The rise in consumption power of the middle class is much faster than we can imagine.

The whole consumption has already been the performance pursued by the middle class, which has led the times and is no longer the pure cost performance era of the cock wire economy.

Today, most of the sales force of the Internet comes from the release of brand energy accumulated over the past 20 years.

These coagulate came from the long-term accumulation of offline brands. It didn't create new contents. We didn't see brands that we didn't know.

That's the hope.

Why do we choose to struggle? China's retail industry, we see the direction, strategy, pformation path is very many, I think the future competition is actually a trial and error efficiency and execution effect competition.

We all have a lot of reasons to talk about.

The buyer system is a professional buyer who is unprofessional and suitable for water and soil that is not suitable for China.

What is the most important thing we consume? 5% of our line is accounted for, cosmetics and complementary food, this piece of online impact is terrible.

We accounted for 10% of the line and 88% of the line. If we take PetroChina and Sinopec away, it will be much smaller.

It is a terrible problem for us to catch up with 50% of the categories of food that is complementary to food.

The second struggle is how to do the right thing in the right time, the enterprise pays attention to the economic efficiency, how to make reasonable trial and error at reasonable cost, and has a good income, so that we need to communicate with each other.

Lang Yongchun: in the struggling business circle, because of your fierce competition, how can you make your customers stay here through struggle?

Sukay: we went to Xinjiekou, and the new hundred businesses across the border were a little bit worse. I was better. This era has changed.

Today's retail industry should not consider this change. Instead, we should explore and exchange experiences with each other. The real Chinese needs and the ability to connect with the local atmosphere together will make the prosperity of business and improve the quality to meet the needs of customers. This is a way of thinking.

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Lang Yongchun: just as president Daniel Chan has said about the future, we can see that you mentioned that O2O is a false proposition. Confidence is still in the retail field of entity. You have chosen a future. How do you dig it?

Daniel Chan: what I just said is happy. I agree that this is necessary for enterprises. If they are unhappy, there is no need to do it. This is a necessary condition.

Struggle is a necessary condition for enterprises and entrepreneurs.

China's consumption upgrade has just begun, that is, you can wear 300 yuan of shoes, maybe you bought three thousand yuan of shoes later, that thing in front of the white bought.

Consumption escalation will explode under the conditions of the rise of China's middle class and the steady increase of disposable income.

The second chairman Yuan Yafei just said, I agree with you that China's concentration is too poor, we do not exceed 3%.

This concentration industry will certainly cause internal friction.

I wish I could destroy you a little bit, I would be more.

This is not the way for the future retail industry to go. The way to go is to unite the capital level.

The supply side reform of the supply chain has just begun, and we have a small enterprise. But we still want to try one thing. Why is it sold to 400 at 800, why not directly drop to 400, this year's fall and winter are slowly falling.

On this basis, the kinetic energy of consumption will be fully stimulated.

Under the Internet age, the dark forest of traffic can collect many offline traffic at any time, just like online traffic.

Try out the original vertical pmission structure, where there is a doorway of a store that can instantly gather more than 40000 or more than 50000 people, and now the situation will often appear at our doorway.

Just now, chairman Yuan Yafei said that winter is coming. Is spring far away? Spring is not waiting for it to come. It is dried out. Stores like HOF are just like new opportunities brought by the Internet.

In addition, what you call O2O is a false proposition, not that e-commerce will disappear, but the word "electronic commerce" will disappear, and even the word "entity retailing" will disappear.

Lang Yongchun: what will replace it?

Daniel Chan: it's retail, or you call it.

Yes, three years later, the word will not be wired, nor will it be wired, nor will there be the word "electricity supplier", only the word "retail" or the word "new retail" after upgrading.

Lang Yongchun: what you have just observed is actually inflating the physical store, saying that we can apply the technologies of the Internet, the tools of the Internet, and even a series of Internet means, including some concrete practices such as Liu Sijun, Liu, and so on.

I can also build my own electricity supplier, or we can use this kind of method to let our customers shopping on the platform as a whole, so that goods can be retained or discounted, and the same effect can be produced online shopping.

Lang Yongchun: you have all seen the future and the future. But is the future going smoothly? Are there any difficulties?

Liu Sijun: there will be a lot of difficulties in the next three years.

The first point is that retail businesses that work with DAC do not make people feel bored. We interact with users with many scenes.

Second, we now have many foreign resources, Alibaba can cooperate, the U.S. mission can cooperate, Baidu maps can cooperate, and even Tencent can cooperate.

Let our future cooperation enterprises first pass through, and can become a whole of any external resources.

We think there are many difficulties, but we have come together to maintain an optimistic attitude.

Daniel Chan: integration is a big trend, but this trend has to reach the interaction between adults and hearts.

Our offline retail needs should also have an open mind with the Internet, which is the most difficult to break through.

Now the Internet's commodity communication, service communication, membership communication, these three technical difficulty index is 123, member's pass is the easiest; commodity pass can be finished in two or three years, but must have the front foundation; after the service is connected, not only through, but also become 1.5, what did not pass through, member communication.

Why can't we get benefits? That's the difficulty.

But these difficulties, I believe, will be gradually realized by people, and they will be understood.

Another difficulty is pformation and upgrading. I don't particularly understand the pformation.

The original rental of real estate as the core retail, for now I think that may be returning.

From minus 1 to 0.

Now that you are a department store, you are puzzled. You are a shopping center. If you do not receive customers, you will be shopping center. Shopping center is only a center of life when you watch movies and eat.

And the process of return must be connected to the supply chain, which is combined with the Internet. This is the two upgrade.

Transformation, offline retail pformation where? I think we should touch the direction of the bold, dry, continuous work, pformation should be cautious.

Lang Yongchun: if the direction is wrong, the greater the force, the greater the mistake.

Sukay: the biggest and most difficult point is the uncertainty of the strategic direction and the uncertainty of the future, which will always be the most perplexing problem for Chinese enterprises.

This environment is fair to everyone. How can we cope with such a dynamic and high-speed future? Instead of building an unrealistic aircraft carrier, we should work together to work together to build a fleet with different strengths. It has smaller cost, lower cost of trial and error, more development, and greater potential in the future.

This is the concept of a platform that we will manage well in the future.

From our joint venture to a business platform, we are confident that we will do it ourselves, we will not cooperate with others, invest, share shares, and build a comprehensive platform for joint venture business. Then we will grow together.

To cope with future uncertainties and various causes at various times.

Like the Red Army's Yangtze River, why should there be a gun carrying, singing and cooking, there must be a pluralism.

A diversified force can cope with a more complex environment, and even the second difficulty is the problem of people and teams.

The growth of China's department stores in the past 20 years is simple and extensive, so its team training skills are relatively simple and simple.

This problem is coming. When we are very complicated and dynamic needs top-level design, we need the pformation of team skills and better governance mode.

Now why does the high-speed rail run fast? Why is it faster than the train? It is because of the use of the sub movement system, each box has power, so the entire train speed is very fast.

The accumulation of twenty or thirty years is stronger than that of the older generation.

Their locomotives are large enough, the ability of personnel to organize, every molecule can run themselves, and they can have trading rules, acquire resources themselves, and bloom together on a comprehensive commercial platform.

Wu Tiemin: some of our ideas about retailing are changing in terms of market structure, customer groups and consumers.

The former consumer group is now getting richer and richer. The 28 principle is that 20% controls nearly 30% and 40% of wealth. It will have a problem of consumption concentration. The second is that consumption is becoming younger and younger. It is more and more inclined to spend 80 and 90. As the middle class becomes more and more mature, the brands pursued in 70s have no market and no customers.

When we are often considering this problem, we often sort out channels in the industry, and more are top-down channels. Can we consider the problem from the bottom up?

Since 80 and 90 have already been the main body, high-end consumption has become a trend in China. Why can't we understand the demand for consumption after 80 and 90? We often do such attempts when we invite investment.

We think we are very professional, understand the market very well, and neglect the understanding of the young people to the market.

I often wonder whether the products we give customers can't meet the needs of customers, or we do not find the products that are needed for customers.

The supply side reform advocated by the state is the ultimate goal of the supply side reform. With the increase of consumption, our sales are not able to meet the growing demand of consumers. We used the original viewpoint to talk about the current age of young people when we are doing research. If we still stay in our jewelry is still the traditional positioning, then first of all, our products will not keep up with the demand of the market.

We often talk about the pformation of retail, in fact, the real consumption needs of customers should be diversified.

You can't concentrate everything on clothing, shoes or even bags.

When consumers gradually meet the needs of food and clothing, they will seek satisfaction from spiritual culture and multiple recreational experiences.

Shopping centers are different from shopping malls. First of all, they are diversified to meet different needs of customers.

Second, we can increase the demand of customers and combine high-end consumption with young people's consumption.

The electricity supplier that you talked about just now, I personally think that the electricity supplier is a good service platform. The reason why it exists objectively is that it solves a way that consumers can buy goods very quickly, including the process.

Now business integration and online and offline integration, including shopping malls and shopping centers, and even electric business, is just a platform. How do we view the role of the platform correctly?

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.