Why should Super species, line themed Cafe and so on lead the "New Retail"?

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If you have to define what this critical node of 2017 means for new retail and new consumption as a whole.

I would like to use the word Nirvana. After Nirvana, there is rebirth.

The occurrence of anything called new comes from the old interest model, when the old ecological relationship is destroyed and can not be sustained.

At this time, new things will be born. It is not too much to call 2017 the first year of new consumption and new retail.

The birth of Yonghui super species, the arrival of Ma Xiansheng in Beijing, the convenience store war, self-help terminal shopping, NetEase Yan Xuan outbreak. These clues are not hot compared to the bloody bicycle public relations and sharing portable battery capital war, but it is a milestone process for China's new consumption and new retail.

The new consumer internal reference brings you an exclusive interpretation of the new retail format.

Big explosion of self-service terminal equipment

The Youbao vending machine next door to the new consumer was quietly replaced with a singing artifact, which was so sudden.

Overnight, new business type's self-service terminals were all over the streets.

At present, there are two sub-areas of self-service terminals:

Self-service vending machine: represented by Youbao, it is mainly arranged in subway and office buildings.

It is one of the enterprises with the largest number of terminals in this field, and the layout time is also the longest. In the internal reference memory of new consumption, Youbao has experienced O2O war, taxi war, shared bike war, and shared portable battery war. Now I feel like I've finally entered my main battlefield.

However, Youbao is not happy for too long, because all kinds of self-help terminal players have emerged all of a sudden, and there are many variants.

For example, people who sell sex toys by themselves, such as those who sell alcohol by themselves, such as ice cream sellers, yogurt sellers, and self-service coffee machines. And the buffet who sells lunch boxes.

Wait! Self-help lunch box, did not once die a wave, how to resurrect the corpse.

But don't forget that Chinese Internet entrepreneurs never learn their lesson. After all, they burn VC's money, although they end up burning retail money.

In short, before our Youbao harvested the fruits of victory, we did not know where to rush into a wave of barbarians.

Self-help entertainment system: I did not say self-help singing K machine directly, but because this system also includes self-help baby-catching machine. Our Totoro King once wrote an article on grasping a doll machine, which was later plagiarized by shameless students of various families, which suddenly caught fire with the concept of a doll machine.

Today, let's continue to interpret the doll machine and the self-service karaoke machine. There are indeed many similarities and differences between the two. The usage scenarios are very similar. A singing K machine senior push told the new consumer internal reference, singing K machine and baby machine is a channel for the king and scene for the king of the product.

The experience of the product itself is not so important, because most typical consumer users are mainly people who are queuing in a restaurant in the mall or waiting in the mall. Now their operation strategy is to set up a large number of places where the business is the best and where they need to queue the most. And users' requirements for convenience are greater than price requirements.

The operator further explained that even if there were two machines, one near a popular restaurant and the other in a remote location downstairs, the price upstairs was more than double that of downstairs, but there was still no one to sing downstairs. Because this kind of entertainment equipment consumption is temporary consumption behavior, in fact, the price, experience will not be too sensitive.

In fact, whether you can get the most core and critical position in the mall does not depend on open and transparent price bidding, but on the relationship with commercial real estate investment attractors.

The business of self-service terminals is essentially a business that is highly dependent on resources. If Wanda wants a doll machine one day, I believe it will do well. The operation of the doll machine is not a complicated matter. It's just that the richest man may not be able to take a fancy to this business.

Finally, I would like to focus on the new consumer internal reference recently talked about the business of selling sex toys and snacks.

Totoro mentioned self-help sex toys in his doll machine article before. in Totoro's perception, the self-help sex toy model is a very difficult model, but this new consumption has changed its mind. Because with the change of the scene, some patterns have established logic.

The premise that this model can be established is to find a good scene.

The new scene is laid out in a dense area of factories and schools. It is said that the number of college students trying to use sex toys is on the rise. It seems that our college students are indeed the pioneers of the times in this matter.

After doing a good job of privacy protection and product quarantine, the experience is really much better.

As for self-help manufacturers, the way to lead is to send Durex online for free. This way of drainage is really effective.

Therefore, sometimes, in the face of a specific group of people, change a specific user scene, it is possible that a business that has not been able to open a business will be alive.

Let's talk about the service of self-help scanning code to buy snacks in the company.

The internal reference of the new consumption thinks that this is nothing new and the logic is difficult to establish.

The reason why it can not be established is that snacks are low-margin business, relying on the company to eat your snacks for a certain period of time can not cover logistics costs at all.

So, my definition of this business is a business that is not large-scale and uneconomical.

Unless you can build a dense distribution and replenishment network, the cost of manpower is difficult to cover.

Talking about these two cases, I just want to say one thing, self-service terminals must compete with channel density and supply chain cost control ability, which is a capital-intensive business. In the end, this business must examine the financing ability and efficiency operation ability. after all, no industry will pay more attention to the single-store flat-efficiency ratio than retail.

The super species were born out of nowhere.

Recently, many people have equated the super species with the new retail. What exactly is the super species format? the new consumption internal reference uses five groups of keywords to define the super species:

1 whose super species? Yonghui's super species, who is Yonghui? If you want to give it a label, it is the supermarket that makes the freshness to the extreme, and it is also a giant of China's commercial superindustry.

What on earth is a super species? To put it simply, new business type, who focuses on the fresh future supermarket + catering. The business area of the first phase of the format is 500m2, with more than 1000 SKU for each item in the store.

It contains 8 innovative theme species: salmon workshop, Bologne workshop, box cattle workshop, wheat workshop, Yonghui, living kitchen, healthy living organic hall, waiting for flowers to bloom. Combine a variety of different lifestyles in the same space, so as to achieve the deep organic integration of catering and lifestyle, and provide users with a better experience.

(3) the core is to use content + consumption to stick to users for a long time. The internal reference of new consumption believes that the first generation of consumer and retail brands rely on mind and function to stick to users, while new consumption and new retail rely on scenes and content to stick to users.

Of the eight main brands of Super species, four are catering, while introducing lifestyle brands such as red wine and flowers, which stick to users in all directions, giving users more reasons to stay and experience, breaking the traditional mode of shopping and leaving, and introducing users from low-price consumption to higher-end services.

(4) introduce the partner system into the operation mode. This set is not new in Internet companies, but it is relatively rare in traditional retail formats, which can be understood as the innovation of internal incentive mechanism, introducing real owners and operators for each individual species, and motivating the management team. Each single species is self-financing, maximizing entrepreneurial vitality.

(5) improve efficiency by using science and technology and systems. Electronic tags, automatic cashier systems, and electronic callers. Greatly reduce the waiting time of users, optimize and improve the user experience.

To sum up: it expands the traditional single Shang Chao model, turns the traditional Shang Chao into a supermarket + catering experience, and greatly optimizes the traditional Shang Chao service experience.

Then rely on the strong global supply chain, optimize the product line and high-end ingredients, realize the consumption upgrading of the traditional super-business format, and pull the lost young people back offline.

Here, in doing a little extended reading analysis, the new consumer internal reference saw an exploratory new business type in green safe in Shanghai. Part of the space in the restaurant is used to sell fresh fresh ingredients, such as steak and other ingredients closely related to restaurant food, which can be understood as catering industry + fresh food supermarket.

The Nei Xue tea seen by the new consumer internal reference in Shenzhen is also a format that also tries to cross the border. The main focus is tea + soft European bag, which organically combines the two categories depending on a good experience space, which deeply extends the original customer unit price of tea sale and promotes the flat effect of the single store.

There are many such cross-border combinations, all of which are interesting new retail cross-border combinations. It's quite a bit of what social networking sites called social ecommerce, or content ecommerce that has changed its nouns today.

In the final analysis, it is to absorb the user's attention through super content and super explosive, and then realize the user's attention completely at one time.

The unmanned supermarket is in the ascendant in the future.

Unmanned supermarket is already a very mature business in foreign countries, but it has just begun in China.

Even if there are similar technical solutions for unmanned supermarkets in China, they secretly provide services to foreign customers first, which shows that the format of domestic unmanned supermarkets has not yet come out of its infancy.

Unmanned supermarkets have several advantages: saving labor costs and optimizing the user checkout experience. In essence, it is a larger version of self-service terminal equipment. Compared with self-service terminal equipment, it has the characteristics of richer SKU and can better meet the requirements of consumers.

But there are also some disadvantages, unmanned supermarkets in China may potentially face unknown user moral hazard, as well as the loss of goods, as well as complex replenishment management system. Of course, it is not cheap in the rent of operating area.

From the perspective of neighboring Japan, the most mainstream retail format is convenience stores, so the new consumer internal reference is cautious about the development of this new retail format in China.

The cultural brand space of cross-border IP+ coffee is breaking out.

Ali opened a coffee shop on Shibao Street in Beijing, which can finally meet the full dreams of all kinds of young girls.

Kumamoto prefecture promise coffee shop has also opened on Madang Road in Shanghai. Walking into this narrow space coffee shop, it is full of lovely Kumamoto bears.

Shenzhen has also opened a line theme store to satisfy the hearts of young girls, with tall line theme images placed at the door to restrict passenger flow, allowing girls and young men to enter and take photos at one time.

Comparing the three coffee shop formats, Ali and Kumamoto Kumamoto are still a traditional coffee shop to some extent, while line can better meet the definition of new retail, and its popularity is not only comparable to the other two coffee shops.

The new consumer internal parameters visited on the spot, found that the entire line theme space includes coffee shops (business is booming, long queues, comparable to tea-loving queues not far away), theme clothing sales hall, there are various styles of t-shirt, the best thing is that it has opened a special photo area, which can finally satisfy the desire of photo demons to take pictures and send them to their moments.

Through the integration of the three formats, users can not only experience the needs of the original coffee shop space functions, but also buy a variety of peripherals at the same time, and can also meet the needs of social attributes (little boys finally don't have to have a headache where to take their girlfriends).

The characteristics of this new cultural retail space format are:

1 need to have fan clusters. If it is not for the IP with traffic, the mortality rate is greater than the probability of success, and the essence of spiritual and cultural consumption is to materialize the situations and idols that users cannot access in the original movies and animations, and provide offline interaction with IP characters at close range. The new consumer does not feel much different from attending a star meeting.

2 the format of the business must have a clear main business. Just because there are cultural products and loyal fans, we should not ignore that the essence of the service industry is still services and products.

The new consumer visited Kumamoto Bear Coffee and found that the space of the so-called coffee shop does not have the sense of space of the coffee shop. It is said that the coffee shop is more like a professional Kumamoto doll shop, selling coffee by the way.

So, no matter how strong your IP is and the coffee is not good, users will not support you indefinitely.

(3) how to enhance the interaction between fans and IP needs to be considered when improving the experience in every cultural space. The food store of three squirrels is a good positive example of combining the purchase of products with IP interaction through conscious design. Gameplay can even be introduced in the middle.

The critical Point of the birth of New Retail: the Reconstruction of value system

Finally, the internal reference of new consumption would like to talk about the fundamental factors of the birth and transformation between new and old consumption and new and old retail.

Instead of talking about the dominant factors such as human costs and service experience, we will talk about the invisible factors of the business game this time.

Michael Porter's competitive Strategy book describes the forces that drive industry competition, and he describes a total of five forces that drive industry competition:

1 potential new entrants. 2 alternative products and services 3 buyer bargaining power 4 supplier bargaining power 5 competition of existing competitors.

There is a new pattern of interests, most of which are the short-term equilibrium reached between the new entrants and the original interests through fierce competition.

The driving force of new retail comes from these competitive forces, so why look for new retail formats?

In the past, the most important interests of offline commerce, commercial real estate, as the most important interests of offline commerce, has been playing a game with brands.

When offline real estate or strong, brands will begin to shrink, looking for new traffic channels, so brands begin to expand online, in order to get rid of the shackles of traditional channels. Traditional brands try to get a lot of electric shock, which is the result of offline business ecological game.

The brand owner soon found that the world was black as crows, and when you were not strong, you quickly became a part-time worker for Tmall, so you began to look back offline.

But the offline rent is still so expensive, if you want to go back, you must find a way to optimize the efficiency:

Or do more with fewer people.

Or sell more goods with less space.

In short, it is necessary to optimize efficiency. So the new retail format has made a lot of attempts, and no matter how hard they try, they can't do without two things:

Let users come back again willing to go shopping, willing to experience, and constantly install more experiential content into the new commercial space. After all, the doll catcher can't be played online. Eat with your girlfriend and get a restaurant, after all, close contact with your idol has to go back offline.

(2) how to better sell goods and how to optimize the combined selling mode of goods.

Just at this time, catch up with the consumption upgrade + mobile payment dividend. Convenience stores and self-service terminals with smaller area and fewer people have become a new entrance for brands to re-game and reshuffle with the channel.

Then online also found that, after all, some experiences and non-standard services can not be reached online, well, the game has reached a certain stage, let's settle, we can not kill each other, otherwise we will have to continue the game until the equilibrium.

This game will continue, sometimes the brand will go back online to grab dividends, and sometimes will go back to the offline store experience.

History and business move forward in such a continuous game, and we call this game process competition.

This is the origin of the new retail, which is essentially the sum of the continuous game process between the brand and the channel.

The game will not stop, so if you look at it for another five years, there will be a new window. The new retail this wave of new benefit distribution game, really can not be missed.