In the era of smart retail, Weimeng reshapes the value of "shopping guide"

Smart retail starts with people , Changes in consumer demand drive the industry up and down .

24 An unmanned intelligent container that doesn't close for hours , Artificial intelligence voice customer service to improve enterprise efficiency , Online selection booking brand applet …… Through the improvement of retail efficiency , Consumers' needs can be met in more scenarios .

From product oriented to user oriented , The development focus of the retail industry is constantly tilted , But the same thing is , It began in the retail industry of people , Never leave anyone behind .

Neglected people

What is the core of smart retail ？“ people 、 cargo 、 site ”, People are consumers , Goods are commodities , The field is the channel .

2020 The epidemic in pushed the acceleration button for the promotion of digital retail , After the barrel effect fails , The industry is further rolled in , Enterprises 、 Channels and even third parties continue to explore digital retail , And this is based on “ people 、 cargo 、 site ” Three aspects of innovation , Preliminary results , Real time tracking of goods numbers 、 New product launch cycle shortened …… They are undoubtedly the products of the digital wave of retail .

that , What new ideas does the enterprise have in the industry race ？

According to the report of Yibang think tank , By 2021 In the first half of , The number of Internet users in China exceeds 10 Billion , The competition of online channels, that is, traffic entrances, has fallen into the Red Sea , The flow center of gravity becomes high . in other words , In the digital age when everyone is a netizen , Turn the spectators into consumers through traffic channels , It is becoming a new match point for the decisive victory of the retail industry .

And a very easily overlooked role , It has just become the contact point for the transformation between field and people . Ling Yun, vice president of Weimeng group, said ：“ If the place with flow is called ‘ site ’, Let the traffic in the farm become users in the private domain pool , Rely on a connected ‘ End ’, The strong interaction of shopping guide can be called the connector in the end .”

stay “ Activate the value and potential of shopping guide in the digital retail era ” In this matter , Weimeng has done it by example .

2 month 26 Japan , It's the final night of the first super shopping guide competition of Weimeng . according to the understanding of , The competition attracted Lenovo to cool 、 Anne 、 Balabala 、 Hot air and nearly 100 well-known retail brands in the field of FMCG and consumer resistance 、 More than 20000 offline stores 、 More than 100000 shopping guides participated enthusiastically .

A two month competition , Through three incubation camp training activities , Help brand shopping guide improve “ Gain customer power in the whole area ”、“ Full time connection force ” And “ Full marketing power ”, Selected barabarabara 、 ordos 、GXG、 lenovo 、 Elley 、 Seven wolves, six excellent brands and seven excellent shopping guides .

Final , On the night of the finals, the shopping guides performed with live broadcast, goods and scenes PK Form to compete for the super shopping guide champion and Tesla Award , Fan Jiaqi of Erdos brand won the championship , And Zhang hang from Yadi 、 Wang sexiang of seven wolves won the second place respectively 、 The bronze .

In China, it has been 8 Today, which ranked first in online retail in the world , Weimeng and others are trying to give a solution to a long neglected problem , If smart retail wants to further develop , Human problems must be solved , But the people here are shopping guides —— And “ people ” Direct contact , Direct communication “ cargo ” Information , send “ site ”（ Offline retail ） The key to improving efficiency .

Practical significance of digital transformation of shopping guide , Zhai Kun, ecological director of Tencent smart retail industry, once expressed his affirmation to ：“ In the era of retail Omni channel , Private domain becomes the core , And shopping guide has become a key link , With the help of shopping guide applet , Retail enterprises have broken the limitations of the market , From stores to shopping guides , It is the key strategic deployment for global growth .”

According to the estimation of China Department Store Business Association , Only national department stores 、 The number of shopping guides in shopping centers and outlets is close to 2000 ten thousand people . A large number of shopping guides , It has played a prominent role in the retail industry , They are both important bearers of retail services , Connecting shopping malls again 、 brand 、 The link between goods and customers , At the same time, it is also the specific executor to realize the sales task .

so to speak , In multiple scenarios of intelligent digitization , Freight and freight yard , Are inseparable from the key role of shopping guide , In the micro League “ focusing ” Next , They have stood at the center of the smart retail stage .

The baffled shopping guide

If ten years ago , Shopping guides are just store sales , So now it's given more roles , such as , In the context of retail enterprises as a community , They are fans ; In the context of retail service , They also need online customer service .

In the wave of digital transformation of retail , The value of shopping guides is being reshaped , In the words of Ling Yun, vice president of Weimeng group “ Live shopping guide who can do live broadcast 、 Community shopping guide who can play the community 、 Shopping guide that can push the mall ” It's all digital retail, right “ polygon ” Talent needs .

Under the changing times , Everyone is just a grain of sand . In retail enterprises, vigorous intellectualization 、 Digital upgrade , These active Shopping Guides , Maybe some can keep up with the times , But many are at a loss , They urgently need “ Study ”, There needs to be a methodology that can be applied in the present .

Improve the accurate understanding of digital business and standards by shopping guides , Cultivate their digital thinking and consciousness , So as to accurately execute the service , This is the focus of digital transformation of retail enterprises , It's also difficult. .

“ Our shop is in a shopping mall , That mall is more biased , There are not many people . So we can only try to add consumer wechat , Be a member .” A front-line shopping guide talked in a sharing of the first super shopping guide competition of Weimeng .

The location of some stores is not ideal , Getting customers by means of offline natural flow is naturally limited , What you can see is , In the past, the retail industry relied too much on offline single channel , Unable to effectively accumulate user data , It is difficult to accurately grasp consumer preferences , Provide personalized services .

The new era background and market environment put forward new requirements for shopping guide ability , Only rely on offline channels , It is difficult to fully release the value of shopping guide , This has become a pain point faced by many retailers .

Cheng Fang, who participated in the first phase of incubation camp of wechat alliance in Shanghai , She is the student representative of China's local design women's clothing brand daily broadcast fashion , She raised the primary issue before the shopping guide ：“ In the past , Shopping guide mainly produces performance based on customers' consumption in the store , However, offline experience is difficult to be completely reproduced online , So as to achieve global customer acquisition .”

The emergence of digital tools for smart retail shopping guide , It has just brought real help to the shopping guides trapped by customers .

2020 year , Lenovo is exploring “ Cloud selling ” In the pattern , Through the Lenovo lebai applet mall in cooperation with Weimeng , Realized 1000 Every shop has a cloud ,4 Ten thousand shopping guides are based on “ Cloud back to work ” Sell goods at home in the form of , The sales performance of one-day applet mall has broken through 200 Million yuan customs clearance .

On the other side , Erdos, a traditional cashmere domestic enterprise, is also following the wave of digital shopping guide under the empowerment of Weimeng , Enterprise wechat and applet enabled terminal mode , Created a private domain traffic pool , In this way, shopping guides realize fast online sales , With customers 1V1 Community interaction , Increase the proportion of shopping guide sales 20%-30%.

In the first phase of Weimeng super shopping guide competition “ Get customers all over the world ” After the incubation camp , this “ Full time connection ” The incubation camp has opened up the growth space in the time dimension for shopping guides . So after establishing an online cloud store , How can shopping guides effectively improve their performance ？

Weimeng proposed four key steps , To break the ice - Interactive follow-up - Objection handling / Forced order - Customs clearance / Clinch a deal , It covers the whole process from breaking the ice for new customers to re purchase , And stratified the customers in each stage 、 Operation means 、 Sales script and other contents have been refined .

Take the regular customer maintenance link that the shopping guide pays attention to as an example , Weimeng summed up “157N Regular customer tracking maintenance formula ” methodology ： First day of customer order , Add wechat thanks ; Order No 5/7 God , Inquire about the arrival and give suggestions , Improve your liking ; Order No 7/15 God , Follow up usage , Enhance consumer stickiness ; After placing the order N God , Re purchase can be guided through return visit and communication .

You can see , By providing practical and detailed schemes for shopping guides , Micro alliance is responding to the challenge of organization multi role collaboration and end-to-end information transmission with practical actions , Give accurate and complete execution to the role of shopping guide , It has become a way for retail enterprises to build private domain traffic 、 The key springboard to realize global joint venture .

Comprehensive deepening of retail

Iteration of retail model , Can't do without technology .2000 Around the year , Traditional retail monopolizes the country , But with the steady increase of Internet penetration , E-commerce, which has become a trend, has ushered in an explosive period , After nearly ten years of dormancy , Relying on the Internet 、 The new retail that empowers traditional businesses has officially entered the center of the stage .

The Yangtze River flows east , Today, the power of the Internet is still expanding , Remote control the computer from the mobile phone 、 Home appliances began to , The era of interconnection of all things is no longer limited to conception , So many people are convinced that , The next era , Smart retail will become a new outlet . But actually , Following the previous period in “ people ”、“ cargo ”、“ site ” After a quick push on the , The current smart retail development is entering the deep water area .

If the previous smart retail can be divided into “ people ”、“ cargo ”、“ site ” These three areas are advancing separately , So in the present , Just as the shopping guide connecting the three parties has become the key point , Smart retail needs to be in “ people ”、“ cargo ”、“ site ” Cooperate in combat , From shallow water to deep water .

This process , Of course, we also need a leader with comprehensive strength . And smart retail , It has always been a strategic place for the layout of micro Alliance . 

2019 in , Micro Alliance Investment Dharma network , Further overweight the next year , While participating in two rounds of investment in Dharma network , Acquired Haiding, the head enterprise of smart retail , Quickly fill the gap in the form of M & A investment , The expansion of horizontal industry and the vertical depth of vertical product dimension are obtained , Formed a pre set 、 in 、 Back office integrated retail solution .

During the deepening of smart retail layout , The performance of Weimeng shows a high growth trend . Micro Alliance 2021 According to the newspaper , The total revenue in the first half of the year was 13.83 One hundred million yuan , That's up from the same period last year 44.5%, Due to the dual advantages of subscription solutions and merchant solutions , As the main revenue, the revenue of digital commerce section 9.59 One hundred million yuan , Double year on year .

 

It is worth mentioning that , Smart retail business provides new growth impetus for wechat ——2021 In the first half of the year, the revenue of smart retail business reached 1.83 One hundred million yuan , a 2020 Nearly tripled in the first half of the year , Strong momentum .

 

After running all the way to the smart retail track , Micro alliance is also driving partners to sprint forward . according to the understanding of , At present, there are a total of intelligent retail service merchants 4699 home , among 830 The average order revenue per user of brand merchants has reached 23.2 Ten thousand yuan .

The present , The smart retail process of Weimeng is still accelerating .2021 year 11 month , Weimeng acquired Shanghai xiangxinyun Network Technology Co., Ltd 51.89％ equity , Thanks to the good integration with centripetal cloud , CSC said it continued to be optimistic about the performance growth of Weimeng .

Morgan Stanley said in this analysis , Centripetal cloud's products and services can provide private domain operation consulting services 、 Ecological cooperation resource support and underlying technical support and data empowerment , This is exactly the same as Weimeng TSO Strategy formation promotion effect , After the transaction is completed , Micro alliance in smart retail and TSO The field will be more competitive .

Besides , As the micro League advances at full speed , The industry will not hesitate to give applause to the enterprisers , Many securities institutions are also optimistic about the prospect of Weimeng . CITIC Securities pointed out in the research report that , Weimeng group is expected to 2021-2023 Digital commerce CAGR Hope to keep 50% Growth rate of the above , The potential market value space in the next three years may reach 100 billion .

In the shopping guide （ people ） This key area of smart retail , Weimeng is working with many leading retail enterprises to explore effective paradigms , Crack the difficulties of transformation , Let the shopping guide upgrade to get customers all over the world under the challenge of uncertain factors 、 Full time connection 、 Three abilities of full marketing , Achieving performance growth , Activate shopping guide productivity , Opening up the key link of terminal digitization .

It is based on this idea , Weimeng launched the first super shopping guide competition , The cooperation between enterprises has brought many remarkable results .

Aileyi, which pioneered the fashion of down jacket, is one of the excellent brands in the preliminary stage of micro League , Owned in China 2000 Many stores , It is the customer of Weimeng's long-term service transformation , In combination with the competition PK After the incentive scheme is set for the index , The overall daily average performance of aileyi brand cloud store , Compared with before the game, it has improved 71%.

Another domestic leading brand of men's wear, seven wolves, also performed well in the competition , Before the competition, Weimeng built a digital operation system and digital marketing matrix , In the big game “ Full time connection ”PK In the game , Of the seven wolves 500 Yu family store 、1200 The remaining shopping guides have made outstanding achievements .

As Chang Shengen, head of smart retail digital terminal operation of Weimeng, said , Use tools to improve retail efficiency and social emotional value transformation , These are the two main directions for the future development of smart retail , In the micro League comprehensive 、 With the deepening of smart retail capability , Many retail enterprises and 2000 Wandaogou is expected to realize synchronous upgrading .

Unite as one , The full arrival of smart retail will not be too far away .

Conclusion

In the continuous comprehensive 、 While deepening the enterprise's smart retail ability , Weimeng is also a booster of the new era of retail , One side , There is still a lot of room to explore the value brought by retail digitization , On the other hand , The continuous exploration of micro alliance is also contributing to the steady improvement of enterprise competitiveness .

at present , Micro alliance, which is well versed in pragmatism, is committed to solving problems for colleagues in the industry “ The value of shopping guide is released ” The pain points , stay “ people 、 cargo 、 site ” In the core system of , Weimengba “ people ” Put it in a prominent position .