How Can China'S Retail Enterprises Break The Cloud?

On the second 14 days of the new coronavirus raging, all over the country are trying to overcome all difficulties and take active actions to deal with this sudden attack and defense. For the Chinese retail enterprises standing on the front line of epidemic prevention, this Spring Festival holiday is doomed to be unforgettable. Because of the "empty lane" campaign launched by the epidemic prevention and control, the golden week that should belong to the retail industry has become a dark time. The retail industry which used to rely on traditional shop consumption mode has ushered in a devastating blow.

The surprise is that under the crisis, the seeds of innovation have also come into being unconsciously. Some retail companies are leading the "God reversal" self rescue scenario, which is constantly reconstructing the vitality of China's economy.

　　 First, the results of the anti surge Wuhan Lin Qing attack counterattack "epidemic"

In January 31st, Sun Laichun, founder of Lin Qingxuan, who was in the "edge of collapse" due to a closed shop crisis, did not think of the dramatic turning point of the second day. Because of the closure of offline stores, Lin began to deploy online businesses, and the clerks in the isolation used the intelligent shopping guide tools such as nails and hand washes to carry out sales business online, and the miraculous sales figures created by them surprised everyone.

Data show that in from February 1st to 2nd, Lin Qing - Wuhan store sales performance ranked second in the country, and sales in February 1st increased by 234.2% over the same period last year.

Why can Lin Qingxuan win such amazing performance under the condition of serious damage to the stores under the major brand lines? The reason is that in addition to Lin Qingxuan's product power to convince consumers, its preemptive grasp of the initiative, the first layout of the number of intelligent transformation of forward-looking, has become the fastest rebound in the performance of the key factors, the surge of response.

As early as 2018, Lin began to promote the digitalization of stores and invested heavily in building digital infrastructures, including business platform system, ERP system, CRM system and so on.

In the view of founder Sun Chunlai, "the most effective business plan of current entity retail enterprises is four aspects:" nail + hand washing "intelligent shopping guide, WeChat + small program mall, live broadcast and short video. Sun Chunlai stressed that in the future, Lin Qingxuan will comprehensively "cloud" and "all in digitalization" to build up the fastest way to reach consumers and further enhance brand competitiveness and core competitiveness.

Lin Qingxuan's counterattack originated from the layout of two years ago, from the recognition of the digitalization prospect. Now it may just be the beginning. With the improvement of the capabilities of the digital and digital stores, the digital pioneer of the cosmetic industry is beginning to show.

　　 Two, win the battle! The breakthrough of good shops

The Wuhan based good shop is the first batch of victims of the new pneumonia virus crisis. The epidemic has nearly missed the sales peak before the Spring Festival, and it may continue to cause interference in the first quarter of this season.

Good products are almost the first Chinese enterprises to save themselves. The earliest can be traced back to January 20th. Zhong Nanshan, senior group leader of the national health and Health Committee, confirmed to the public the fact that "the phenomenon of human transmission exists". The first time the good shop set up the epidemic prevention and control group, which is 4 days from the year thirty (24 th).

As a company with tens of thousands of employees and nearly 2300 stores, it has displayed enough alertness and flexibility. With the ability to digitize the past few years, whether it is in the synergy of external marketing and supply and acquisition, or in connection with internal business, it has shown the ability to deal with the problem quickly and quickly.

Along with the aggravation of the epidemic, the good shop held an emergency meeting during the Spring Festival to launch the epidemic prevention and control mechanism, synchronously carry out the staff health management and food support work, and shut down the channels for all the stores in Hubei to reduce the spread of the virus. The flexible deployment and unified management, with the adjustment of channel strategy, will centrally release and fission the accumulated social resources, make up for the challenge of the shortage of people under the line, transfer the merchandise from warehouse to the warehouse accurately, and also rely on the mature stocking plan, which ultimately ensures the normal operation of all sectors such as stores, electricity suppliers, customer service and logistics.

To ensure the smooth development of the business, in from January 26th to 30th, the good shop distributed 8248 boxes of donated food materials to 18 hospitals directly, totaling 9178 cases as of February 1st. In February 7th, 5 million yuan worth of food supplies were donated again, which provided nourishment for medical workers and epidemic prevention workers on the front-line of anti epidemic. The Hubei warehouse became a military food station on the front line of epidemic prevention.

It is reported that before the good shop completed the overall layout of the new retail, the establishment of intelligent stores, platform electricity providers, O2O takeaway, self App and other comprehensive interactive and sales channels, covering a number of consumer scenarios, to achieve consumers' full channel touch and interactive experience. In the special period when stores failed to reach customers, new retail sales helped to expand and sink channel businesses, and completed IPO roadshow in February 11th, becoming a dark horse in the outbreak.

　　 Three, red dragonfly fight a new retail upgrade practice

Founded in 1999, the Red Dragonfly brand, which is located in the commercial fashion leather shoes, has more than 4000 stores at the end of the line. Under the great challenge of this outbreak, it has made a bold break with the traditional waiting mode of waiting for 20 years. Qian Jinbo, director of the Red Dragonfly, told the staff letter that it had expressed the thought of the enterprise facing the epidemic crisis and pushed it comprehensively. The determination to enter the new retail strategy. Enterprises will nail nails as the remote office command room of red dragonflies, based on the precipitation of early wisdom stores and consumer assets, and explore the new retail mode of merging online and offline.

Qian Fan, vice president of red dragonfly, held the battle of the new retail war epidemic camp in Ali cloud in February 10th. The battle was called "Dragonfly fighting". The goal is to train the red dragonfly to sell and operate in a month, through training, actual combat and encouragement, and really exercise the new retail skills and become a digital shopping guide.

Red Dragonfly regards the epidemic as a battle, and it will be regarded as a new retail class to promote the transformation and upgrading of enterprises.

Whether it's all live broadcasting, social marketing, or the honor roll that is full of incentives, relies on the online business training brought by the nail cloud classroom. In this campaign, the Red Dragonfly actively promotes the sale and sale of online sales and physical stores through the digital technology tools of Ali cloud, and implements the global marketing and end to end service customers, and has opened up the whole link operation under the online and offline businesses. Governor Ren is the two pulse. Change "danger" to "machine".

Lin Qingxuan, Liang pin shop, red dragonfly three brands, although they belong to three different subdivision industries of beauty, food and clothing in China's retail industry, they have a commonality behind them: take the lead in the integration of online and offline industries, complete the breaking and reconstruction of new retailers, achieve the digital connection between brands and consumers through the use of digital tools, and ultimately promote the industry. Quick innovation.

They are also typical representatives of the retail enterprises who actively embrace the number of intellectualization and transformation. This shows the positive demonstration of turning the hard times into opportunities, providing diversified ideas and effective solutions, laying a strong heart for the enterprises themselves and even the whole retail industry, and also finding new opportunities and opportunities for development.

　　 The essence of the new retail new turning point epidemic campaign is actually a smart battle.

"The outbreak of the epidemic is a crisis for retail enterprises, and also a good opportunity, forcing enterprises to make new thinking, and how to find new directions, new ways and new methods in the era of intelligent economy." Xiao Lihua, vice president of Alibaba and general manager of the new retail business department of Ali Yun Yun, said in February 10th, "the new retail war epidemic growth camp" online auditorium in nail live broadcast.

In Xiao Lihua's view, the epidemic, which made the enterprises eager to run fast and chose to "ignore", had to start to face up to the new demand of consumers. It is driving the supply side of retail enterprises to accelerate the digital transformation. In the past, under the impact of new consumption, the era of horse racing has already passed. The number of intellectualization is bound to be the inevitable trend of the times. "When consumers are online, the business and ecology of enterprises must be online", and all enterprises in the future will be intelligent enterprises.

It is reported that as early as the outbreak of the outbreak, more than 20 sub sectors of the retail business, and the deep tillage cloud computing field more than 10 years of Ali cloud cooperation, through data stations, business stations, digital stores, super APP construction, to further realize the enterprise end to end whole industry chain, the total number of intelligent transformation of links. From XTEP and Lining in the clothing industry, Feida, Ashley and Mengniu of the dairy industry, the bathing of restaurants, even the big RFA, the Xinhua Bookstore, the incredibly home and so on have all taken the lead in the road of intelligent transformation, and the application of digital technology tools has given the industry a new long driving performance, and it has also been amazed by the industry.

Just as SARS promoted the development of online commerce represented by Taobao in 2003, the unexpected epidemic situation provided an opportunity for comprehensive development for cloud computing technology represented by Ali cloud. In the global data platform, Taiwan has played a key role in the epidemic war by virtue of the ability of fast enabling enterprises to operate digitally.

As Levin, a senior product expert of Alibaba group's new retail data, said, the platform in the global data can change the state of enterprise data separation, realize the digital connection between the brand and consumers, conduct precise operation through personalized recommendation and other artificial intelligence technology, and grasp the operation status, and become a magic weapon for the digital transformation of enterprises.

The retail enterprises under the impact of the epidemic shifted their vision from the offline to the online, and began to explore the new possibility of breaking the cloud. In February 10th, Ali cloud joint cooperative enterprises and China Chain Store Association, China general merchandise Association, China ole Association, China Hotel Association, China baking food, sugar products industry association, China condiment Association and other major trade associations were established. "New retail campaign Growth Camp", integrating quality case resources such as Tmall, Taobao, nailed nails and Ali Research Institute to set up a new retail online lecture hall to dig out a replicable and optimized war epidemic path for the newly emerging retail businesses under the epidemic situation, helping retailers cope with adversity and work together to fuel China's economy.

The outbreak of the epidemic will not destroy the enthusiasm and motivation of the retail industry to find new opportunities for growth. A new consensus on the transformation of the number intellectualization transformation and the offline transformation line has become the consensus of the masses.