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Self-rescue online is the only way out for the retail industry

Many brands have sufficient stocks for the Spring Festival marketing season, and now they have become stocks. There is a lot of pressure, especially in the seasonal retail industry such as clothing. Therefore, clearing inventory online, returning cash flow, and filling the emptiness offline become the only self-rescue ways.

Researchers in Colliers International report that more than half of the retail brand tenants have already started to transform or increase their online and new media sales. I learned that many brands have had online layouts in previous years, so this epidemic has not been affected much, and even has grown against the trend.

In the early days of the epidemic, herbal natural cosmetics head brand Lin Qingxuan plummeted by 90% to carry out full-market marketing self-help. Millions of fans accumulated through free channels such as Nail, WeChat, and so on. Increased by 40%, some stores turned out to be twice as much as in the same period last year.

A domestic new retail benchmarking company has 110 domestic stores with more than 8 million members. The impact was severe and the stores were basically closed. The rent must continue to be paid, the inventory pressure is heavy, and the shopping guide must receive the salary. What should I do? Fortunately, this company was on the online layout in 2018, bringing offline store consumers to the community to operate, and 100,000 fans in the community were precipitated, and these fans were cultivated.Comes to the habit of shopping in the community. This company accesses the love inventory. Every day, hundreds of new brands are added as auxiliary products and sold in the community. Now the community e-commerce has become the company’s only growth module, and hundreds of shopping guides Get involved. The community e-commerce that is usually just a supplement has become the “tinder” for this company to preserve its strength.

… There are many such stories.

After the epidemic, all brands realize that online is a long-term strategy. Whether the transition is no longer an issue depends on how to make the transition. Under the acceleration of the epidemic, the biggest bright spot on the transformation line today is undoubtedly the private domain e-commerce. Almost every enterprise transfer line uses more or less private domain traffic.

Why private e-commerce has become the key to self-help in the retail industry?

News such as “all clothing shopping guides sell goods online, and the brand’s single-day sales exceed 8 million” “Beauty, home textiles and catering do online business through WeChat ecology” have become the main theme of the retail industry’s self-help. Why is the e-commerce in the private sector recognized by the industry during the epidemic?

1. Full marketing can only rely on private domain e-commerce.

Retail companies with wired stores have a large number of shopping guides. Shopping guides cannot stop pay, cannot resume work, and cannot stop work. What should I do? The answer is full online marketing.

After the epidemic, Anta Group Chairman and CEO Ding Shizhong sent an internal letter saying what to do if more than half of the offline stores are shut down? Anta launched the “all-person retail” project on February 1. Almost all employees did one thing in their WeChat circle of friends—sales, brand sales and brand support teams, and all management and sharing teams. After the micro-shop, the Group’s e-commerce business exceeded its target in January, and sales in February are expected to meet expectations.

The brands or retail companies that launch full-marketing are too large and small, and the only option for full-marketing is private domain e-commerce.

2. Store members are community businesses.

This epidemic was transferred to a more successful offline store. One type is community business. Cantonese say it is neighbourhood business. Behind the business is the social relationship between people. It is the maintenance of trust, service and emotion It’s the daily boo. Private domain e-commerce is the continuation of community retail. Many stores can accumulate private domain traffic in the early stage, such as membership, such as shopping guides to add WeChat, are based on social basis. During the store epidemic, the transformation of online private domain traffic management was essentially a pan of goods. A group of shopping guides and a group of consumers just changed the “market”. The centralized e-commerce platform is completely open and cannot replace the community value of store retail.

3. The essence of private domain e-commerce is to find people.

During the epidemic, users’ proactive shopping desires plummeted, and passive shopping for goods and people became the key. Content-carrying is passive shopping, and private domain e-commerce is even more. Sellers have changed from owners to traffic owners. Buyers have been recommended and followed from previous searches. Products are recommended and displayed to buyers in the absence of people. The goods are automatically displayed where they should appear most.

4. Centralized traffic is more expensive.

The overall online traffic of 1.4 billion homes has increased significantly, but all brands have gone online, especially those brands that have online and offline layouts, and All in online. As a result, the traffic is more scarce. And more expensive. In the current context of lack of money, high traffic costs are difficult to bear. Brands not only want to sell goods online, but also sell goods under the premise of controllable traffic costs. Today’s centralized e-commerce platforms, Because of the traffic bidding effect, coupled with the peaking of dividends, costs are rising. Whether it is price wars, traffic wars, promotion wars, the “don’t push or sell” model is overwhelming the brand, falling into sales growth, profit is not rising, or volume and price The strange circle that fell together. Private domain traffic is now the cheapest traffic.

2020 will be the first year of the awakening of private domain traffic

The rise of private domain traffic during the epidemic will make the entire retail industry suddenly understand. Those who are relatively successful in traditional e-commerce will find that the private domain traffic is the largest increase; those who have always wanted to go online and unsuccessfully will find that private domain traffic is the last chance. Soon, all retail companies, brands, or merchants must strategically plan private domain traffic.

In this track, in addition to distribution platforms such as Jiji and Beidian, there are social e-commerce platforms under the centralized e-commerce platform such as Jingxi, and decentralized H5 mall tools such as Weidian and Youzan. Inquired, there is also a love inventory for full-link layout in private domain traffic. Its difference lies in its integration of the entire network’s cost-effective brand supply chain, SaaS shop tools, private domain traffic management tools and training, Full-link solutions such as compliance, this new Shanghai-based e-commerce platform has developed very fast in the past two years. The upstream has integrated nearly 10,000 well-known brands and merchant sources, and has accumulated over 1.5 million shopkeepers (KOC). Domain traffic, but the entire private domain e-commerce is far from seeing the ceiling, and the market is a rich mine to be mined.

On the other hand, private domain traffic means fan assets that can be deposited. The public domain flow is a river model. Everyone is doing laundry and washing clothes by the river and doing industry and industry. Now the river is drying up. Private domain flow is a lake model.Later fans settled in their own fish ponds, selling their own products in this fish pond, or selling third-party products to become traffic masters to maximize the value of fans.

Many brands and retailers are empowering, online is a must for retail, private domain traffic is a must for transition online, and private domain traffic must be the focus of the transition online. It will become a private domain in 2020 The first year of traffic awakening.

Private domain traffic is decentralized, fragmented and scattered everywhere. Obtaining private domain traffic is very complicated or difficult, but it can save money. What’s more important is that behind the private domain traffic is a consumer that can be deposited, once acquired, sold multiple times, and continuously realized. For brands, how to get the most fragmented private domain traffic is the key.

What is the key to the retail industry’s mining of private domain traffic?

1. Obtain private domain traffic through content e-commerce, but you must be alert to Li Jiaqi!

When people’s attention is attracted by online content, content e-commerce will become more and more important. Will content e-commerce be a brand new opportunity? I think it depends on the content e-commerce in the private domain or the content e-commerce in the public domain.

In 2019, Li Jiaqi became a symbol; live streaming and taking delivery of goods became a phenomenon; planting grass and taking delivery of goods on platforms such as live broadcasting, short videos, and public accounts became a new consumption path. However, content e-commerce does not mean that online celebrities carry goods. Content e-commerce can operate private domain traffic, and online celebrities cannot carry goods. For the brand, relying on the Internet to bring goods is to quench thirst. Although it can get an instant climax, the price is constantly falling, the profit is falling, and the demand is overdraft. After that, the brand has not settled. Brand accumulation.

If the brand layout content e-commerce, on the one hand, we must pursue “volume and price go up”, and we must find the appropriate private domain traffic under the premise of ensuring appropriate profits, and keep the price bottom line and profit red line. On the other hand, to precipitate their own private domain traffic, brands must not pay too much attention to Li Jiaqi, or even be vigilant.

2. Aggregate private domain traffic through community e-commerce, and fight with third parties.

Community occupies half of the private domain traffic, grab the community and seize the core of private domain traffic.

On the one hand, retailers need to build and operate their own communities, and the key to being a good community is to provide good services. Whether it is a community sales special sales group,It is the Baoma group that is a connection between people. The above-mentioned love inventory is to sell goods through the private domain traffic of more than one million KOC. Many brands in the industry are quite positive about this explosive and fast-selling decentralized e-commerce startup. Their vice president is huge. Ying told me that the self-positioning of these little Bs (shopkeepers, KOC) is definitely not selling goods, but shopping consultants. The radius of each small B service will not be too large, most of them are 300-500 people. The deeper the small B service is, the deeper it will be. It will know the user ’s family composition, brand preferences, and available space. Little B will have many forms to stimulate user needs such as new recommendations on clothing. Users are lazy. Some people will be more lazy and more dependent on services. They stay in the community for a long time, and spend more on food and drink in the group. These hundreds of people are the parents of Little B. Little B will pay special attention to the trust relationship and continue to expand the category to satisfy users and form a positive cycle. The core charm of decentralized e-commerce is the service itself. To become a community, brands must be good shopping consultants. They cannot be salesmen or customer service thinking.

On the other hand, the platform should also make good use of the power of these shopkeepers and KOCs. The shopkeepers are scattered and scattered. How to make the shopkeepers and KOCs across the country sell goods for you? One-stop access is important. Owners and KOCs can not only get a super-strong brand supply chain in love inventory, but also obtain personalized stores and operations, performance capabilities, delivery capabilities, training and other integrated capabilities. For brands, seizing such a decentralized e-commerce platform means seizing tens of millions of communities. Because of the large number of shopkeepers and KOC’s private domain traffic at the same time, it has the advantages of love inventory, which is generally affirmed in the industry, has a faster destocking and sales speed, and a faster return speed. , Will not impact the brand’s official price system.

3. Workers must first sharpen their tools if they want to do their best.

Centralized e-commerce platform, SaaS, decoration, finance, marketing and various supporting infrastructure services are many. Private domain e-commerce tools are currently relatively few. For most retail brands, independent research and development to build a mall Mini-programs, private domain traffic membership management and other systems are unnecessary. There is a specialization in the surgery industry, and many mall-customized mini-program experiences are quite bad. A bad experience will only drive users away. For retail brands, the following two options are more suitable: one is to cooperate with mature applet service providers, they have developed many decentralized e-commerce applets for many retail brands, knowWhat is right. The other is to choose a mature third-party tool platform. The epidemic came suddenly, and many brands quickly and fully marketed private domain traffic. This is because there is a professional private domain traffic management tool. During this period, iStock also opened its internally hatched private domain traffic management tool “Sisi”. And by the end of March, it will provide free dedicated services, fast review, fast training and other services to help offline brands revitalize offline fans, members and store staff resources, and quickly set up online private domain sales venues.

4. Know-How for private domain traffic is important.

E-commerce has been playing for many years, there are many experts in the industry, there are professional departments in enterprises, and many universities have e-commerce majors, and knowledge accumulation and sufficient talent reserves. Private domain e-commerce has only awakened in 2020. Many brands realize the importance of private domain e-commerce, but the gameplay in it is unclear. Platforms, models, marketing, services, tools, etc. will take a lot of detours. Not enough time. Will there be a generation operation for private e-commerce in the future? Will there be training consulting services? Will it become a new direction for university e-commerce majors? I think everything is possible.

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