Why is the concept of "new retail capital (city)" so hot that it even enters the agenda of the government?
With the slowdown of China's economic growth, China cities have generally experienced the switch between old and new kinetic energy, from traditional investment to relying more on domestic consumption engines. The focus of local politicians has also shifted from the traditional "attracting investment" to stimulating consumption. Taking Shanghai as an example, the "four major brands" that Shanghai strives to build include "Shanghai Shopping". "Several Opinions on Launching the" Four Big Brands "in Shanghai to Promote High-quality Development" recently clearly announced that by 2020, the average annual contribution rate of consumption to economic growth will remain above 60%. It can be said that the growth of consumption will largely determine the future of Shanghai, which is also the future development path of many cities.
It is also worth mentioning that just last year, after ten years, the total retail sales of social consumer goods in Shanghai surpassed that in Beijing, ranking first in the country. This laid a good start for Shanghai to launch the "Shanghai Shopping" brand in the next step. But we should also see that other cities are also catching up with the first echelon of the Beijing-Shanghai twin cities. From 2008 to 20 17, the compound annual growth rate of total retail sales of social consumer goods in Hangzhou was 15%, while that in Beijing was lower than 1 1%.
Since consumption is so important for future urban development, how can we help promote urban consumption? Now it is not the so-called "e-commerce kills physical stores", but the "pure e-commerce has become the past" after Gao Qi's online customer acquisition cost. It has entered a new retail era of online and offline integration: relying on the Internet, it will use big data and artificial intelligence to upgrade the production, circulation and sales of goods, and deeply integrate online services, offline experience and modern logistics. Shanghai's "Several Opinions on Giving Full Play to Shanghai's" Four Big Brands "to Promote High-quality Development" also puts forward: "Pay more attention to online and offline integration, support the application of new technologies such as Internet, big data, Internet of Things and artificial intelligence, and promote the development of new formats and models such as smart retail and green retail."
Fuzhou, which has always been low-key, took the lead in playing the slogan of "new retail capital", and its confidence came from her being the birthplace of Yonghui Supermarket, a network celebrity. Yonghui Supermarket originally relied on offline freshness to drive passenger flow, and freshness has always been beyond the reach of traditional e-commerce. JD.COM and Tencent took a fancy to the business opportunities of people flow and data flow behind the high-frequency fresh food transaction. In the same way, Box Horse Fresh Life is also an important part of Ali's new retail ecological layout, relying on half-hour on-site service to break the online "secondary wall". Compared with traditional physical stores, new retail stores are making qualitative breakthroughs in floor efficiency and warehouse turnover.
More importantly, in the new retail ecology, the physical storefront is actually a low-cost customer diversion, more like the front warehouse and display cabinet of e-commerce, in which consumers encounter and "impulse"; On the other hand, physical stores are also using big data to accurately connect "people and goods yards".
As we all know, traditional shopping centers "lie down and earn money from commercial real estate" by renting shops, and become real estate agents in disguise. However, the mobile Internet will flatten the value of commercial real estate and must be rebuilt based on the Internet. Therefore, recently, major Internet giants are racing around and cooperating with traditional department stores and supermarkets. Lian Heng: Alibaba has successively formed strategic cooperation with Intime Department Store, Suning, Sanjiang Supermarket and An Baili Group, and also invested in Gao Xin, the parent company of Auchan and RT Mart; Tencent joined forces with JD.COM and Sunac to invest in Wanda Commercial, and formed an alliance with Yonghui Supermarket and Carrefour. ...
Both Intime Department Store, which is transformed digitally by Ali, and the convenience store that Liu Xin vowed to "open thousands of stores every day" hope to directly open up the supply chain and production chain and open up a new retail ecology through the offline ports of physical stores and the collection of big data for consumers.
New retail will bring huge business model dividends and new topics to government management. For example, the new retail store mentioned above integrates catering, supermarkets and online ordering, but the traditional food safety regulations separate the three. If the mechanical law enforcement is "split", this new format may be stifled. In July last year, Shanghai Yangpu District Market Supervision Bureau took the lead in issuing the food business license of "three formats in one" in the city, which was called "three-in-one mixed new retail" by Jiefang Daily.