Article from WeChat public account:Website (ID: yizhan1573), author: Kim any group, from the title figure: vision China
The evolution of the market In fact, it is a process of structural adjustment. Enterprises and individuals are only at the right time in most cases. This paper outlines the evolution of the ecology of the consumer industry from the historical evolution, trying to find opportunities for future structuralization, and avoiding the “survivor bias” or becoming the probabilistic event.
There are actually only four roles in the entire consumer industry chain, producers (brands), retailers, logistics providers and consumers The so-called change of the old and new retail is nothing more than the adjustment of the relationship between these roles, and behind it is the efficiency dispute, including the overall efficiency and local efficiency.
01 The initial era of retail
In the scarcity of goods, the chain of the industry chain is the producer, followed by the brand (the two have their identity in the later development process, so sometimes When expressed, it will be considered as one), as long as the things produced will be robbed, so the same paragraph is full of shirts.
With the further increase in the supply of goods, the balance began to favor consumers, so the brand appeared branded. The 85-year-old Haier refrigerator is a typical event, which represents a more stable quality and a higher premium. (Today’s courier is also true, SF’s high premium is not because of its fast, but because of its stability, of course, stability also requires high redundancy to protect .)
Now we can imagine countless manufacturers (brand), retailers, consumers on a physical plane like China Naturally distributed, there are important point-to-point transportations between the areas, from rail wagons to limited road trucks, while local ones are self-built logistics, and each factory has its own truck for delivery.
At the time, the retail channel lacked the ability to distribute small b, so it was mainly a large-scale wholesale market. The shop owner took the tricycle to go to various professional markets to collect goods, and returned to display and wait for customers to come. (currently Southeast Asian countries are basically at this stage)
And for consumers, they are faced with the trade-off between the time cost of searching for goods and the transaction price. The goods at the door store are available immediately, but they are definitely more expensive and have limited categories. And if you go to a big business district, you can have more choices and better prices, but the frequency of going will depend on the distance from your location, especially when most people can only take a day off a week. . The result of the balance is that small shops can also get enough passenger flow and sales.
02 new retail mode is on
If Gome and Suning represent the cutting of electrical and 3C products from the category of department stores, they become the leader of the professional vertical market segment