Cao qingbing
Cao qingbing
Original 1 years ago, general manager of Wuhan Xinya Sports Culture Communication Co., Ltd., creator of high-quality financial field.
Behind the reconstruction of "People's Freight Yard" is actually the big fish eat small fish.
(No nonsense, at first) Recently, customers (manufacturers and distributors) have been consulting constantly, and I have read many articles saying that the "people's freight yard" must be rebuilt or it will be finished. Ask my opinion, and I will take some time to sort out my understanding for reference.
1. What is "People's Freight Yard"?
Person: refers to sales personnel and consumers; It was the store that first proposed this, that is, the shop assistants and consumers of the store;
Shop assistant, involving shop assistant management, division of responsibilities, encouraging performance, etc.
Consumers, involving customers, members, points, management, etc.
Commodity: refers to the products sold, generally not to mention services; Therefore, the people's freight yard itself has its own industry characteristics, involving types, brands, prices, quality, packaging, face value and so on;
Market: refers to the store, including location, environment, decoration, etc. ;
As can be seen from here, people's freight yard usually refers to the retail industry. But it is a bit unorthodox for someone to introduce this to manufacturers and distributors.
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The second is the background of the topic selection of the transformation of "people's freight yard";
This background is actually the rise of the new retail concept. My previous article also wrote about what new retail is, which is essentially a people-oriented retail reform, thinking about how to take consumers as the center, how to improve customer experience and how to improve operational efficiency.
Under this background, the transformation of people's freight yard is put forward, which is no problem.
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Third, how to reconstruct "people's freight yard"?
People: First of all, consumer consumption gradually introduces the online+offline mode from offline. After online became one of the main scenes, it was forced to reconstruct. But to be honest, it is basically a dead end for shops to engage in online business. Convenience stores with local community operation capabilities are rare, and ultimately they rely on the traffic of the platform (which is also the reason why the community group buying platform is very popular).
At this time, there will be fewer functions carried offline, and the natural profit will be lower, but the rent will usually increase. So basically, we have to eliminate many commercial retail stores. This is the essence. Those who fool you that anyone can run a community are liars. You know, even if it is a group purchase, there are only a few heads in a community. How many retail stores are there in a community? Dozens is not much.
Commodities: There are more commodities in offline stores, and there will never be more online, so there is no advantage in satisfying the types of commodities. Even if Tmall Supermarket gives you an order, the types of goods involved behind it are not affordable for ordinary stores.
Under this change, how to reconstruct commodities is essentially a big fish eat small fish, and a small fish is born a big fish. Realizing scientific inventory through digitalization and data analysis, here is the cost. In the future, only manufacturers can afford dealers and platforms, and couples' shops that don't rely on platforms are mostly dead ends. A single customer demand analysis can kill most couples stores.