Is It Easier For New Consumption To Cut Users' Needs?

According to world clothing shoes and hats net, last year

On the eve, Ma Yun put forward "the next ten years, twenty years, no e-commerce, this is only new retail", now close to double eleven, this whole year was

In addition to being given the hope of breaking through the existing ceiling of the industry, the concept of industry pursuit has not actually formed a new and clear business new mode.

The concept first seems to be far from reality.

Unmanned convenience stores, unmanned shelves and other offline scene construction, at present failed to set up a strong wind mouth, AR shopping, AI+

There is still a big shackle of technology. It can be said that in the past year, new retail is still like a baby, waiting for a long growth in its infancy.

It can be predicted that although new retail is a direction, it will take some luck to make a qualitative leap in a short time.

Compared with the current "new retail" and "consumption" has become a reality, a new concept of retail is also emerging, that is, "new consumption".

As a new stage of consumerism, it will probably accelerate the pformation of the entire electricity supplier industry in the coming years.

Divergence between flow logic and Humanism

In November 6th, on the "2017 cross strait entrepreneurs Zijin Mountain Summit", Ding Lei put forward "new consumption" for the first time in the keynote speech entitled "new era and new consumption pattern".

Ding Lei believes that retail is inseparable from the core of human beings.

The evolution of all forms of retailing stems from the understanding of user needs, which is the origin of everything. "

As we all know, Ma Yun once proposed the concept of new retail.

So when Ding Lei talked about the concept of new consumption, he could not help asking, with the rise of NetEase koala, has Ding Lei got a place in the electricity supplier field to challenge him?

In fact, in the past year, the industry and the outside world have always been confused about the interpretation of new retail. The only consensus that can be called is the basic cognition of online and offline integration. However, from this point of view, the new retail can not be separated from two words: scene.

There is nothing wrong with building consumer scenarios and improving shopping experience. However, from the industry trend of the electricity supplier industry in recent years, scenes always fail to flow logic, that is, through various online and offline scenes, people are induced to encounter goods, so that consumers can serve for the completion of retail activities.

From the two popular shopping platforms, mogujie.com and beauty, which have been popular before, to the recent emergence of new business models, such as net red business, live broadcasting providers and even social networking providers, in fact, they are borrowing consumer scenarios to attract users' traffic, and the most direct product of these modes is the aggregation of traffic.

Therefore, from this perspective, the new retail scenario of future online and offline integration is also following the flow logic.

However, although traffic operation is the mainstream of the electricity supplier industry, we have to admit that some disadvantages have begun to appear.

The popularity of an electronic business model will soon be repeated and imitated. The huge amount of information that it creates is increasing the cost of shopping. In this case, many consumers are kidnapped by shopping. In fact, the hand chopping party is everywhere.

In contrast, the new consumption proposal is just a supplement to the electricity supplier industry. It replaces the core of online shopping to the origin of consumers. It is a new concept centered entirely on user needs.

In Ding Lei's statement, "new consumption" means that the evolution of all retail forms, whether from service, sales or display, is derived from the understanding of user needs.

In general, new retail studies are different forms and scenes of retail, while new consumption is concerned with changes in consumer attitudes and consumption behavior. The former is a kind of materialism that can easily be magnified indefinitely, while the latter is a humanistic approach to the origin.

Is it easier for new consumption to cut users' needs?

Studies show that in the first half of 2017, the average number of mobile phones on the phone was 30 App, of which 2-4 were shopping App.

And according to App Annie, by 2021, global consumers will spend 3 trillion and 500 billion hours on shopping App, and the Asia Pacific region is the main growth area.

On the contrary, the customer satisfaction of online shopping is declining.

A survey conducted by a newspaper and media in 2012 and QQsurvey China online showed that over 8 of respondents were satisfied and satisfied with the overall evaluation of online shopping. In 2015, the same survey showed that only 6 of the respondents had such feelings, which fell by nearly 2.

That is to say, when the time cost of online shopping is increasing, the shopping experience of consumers has declined.

The development trend of "negative correlation" has already appeared in the shopping habits of many netizens. Once the time cost is higher in the future, seeking the most efficient commodity purchase solution may become inevitable.

Compared with the new retail which still stays in the flow logic, the new consumption trend under consumption upgrading can solve this problem.

There are two main reasons for this. First, in the framework of new consumption, the return of genuine (good), good (experience), and beautiful (grade) has become the rigid demand of the electricity supplier based on respect for users, and on this basis, the time for consumers to select and buy goods will naturally be greatly reduced.

In this regard, NetEase koala and NetEase strict selection are relatively successful, for example, from the beginning of the qualitative self direct acquisition of cross-border electricity providers, to a large extent guaranteed the quality of genuine products, which is why the outside world is interpreted as a lack of e-commerce gene NetEase, the main reason for the achievement of cross border electricity providers first brand.

Moreover, NetEase koala has repeatedly broadcast the whole process of Ding Lei and senior executives going abroad to pick up and visit the major brand giants.

Two, in the context of global brands catering to Chinese consumers, the core concept of "people-oriented" in the new consumption concept is more realistic in meeting users' real needs.

It is undeniable that Chinese consumers are gradually becoming the new masters of the global consumer market. More and more e-commerce platforms and overseas brands have taken a fancy to this huge consumption. Therefore, it is necessary to meet the urgent needs of consumers in terms of style, quality and functionality.

Take GNC as an example, as one of the world's largest health care brands, GNC has less than 10% SKU in China in the past 10 years. In 2016, after the cooperation with NetEase koala, the number of SKU introduced in one year was close to the past 10 years.

According to the results of the financial report, GNC's performance in the US market is poor, but overseas business shows an ideal growth trend.

Of course, many people in the industry think that netizens are immersed in the experience of shopping online for thousands of miles, and the mass of commodity information is not enough to impede consumption. This view is actually one-sided.

At present, the rise of the new middle class is affected by the level of consumption and mental outlook. This group of people is obviously inclined to pass the "screening" quality Internet service.

For example, in order to quickly accept the frontier knowledge, and choose logical thinking and other media, in order to find a good movie and get it directly from the serpent movie recommendation, this shows that they are more willing to choose among the already simplified products than the false mass information.

So the new consumption from the user point of view is to serve this.

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Reflection on Consumerism

In essence, new retail and new consumption are actually upgrading under different dimensions, but the former is more inclined to the scene and its experience, while the latter mainly starts from the needs of users.

There is also a difference in the specific operation, that is, the implementation of new retail is still the mode of "people arriving". In other words, consumers take the initiative to complete their shopping experience on the basis of their own needs or stimulated by consumption, and externally express a strong materialism.

And the new consumption is "goods to find people", consumers stand on the "God perspective", goods serve the needs of the people, call it to go away, the key to the completion of the paction is to choose the best products to cater to the consumers, obviously with a humanistic color.

In the commercial society, the abundance of goods and the convenience of shopping are brought about by the new retail of electricity, retail and future integration, which determines its indispensable.

However, it is hard to ignore the fact that excessive product information and material stimulation are creating an extreme consumerism, to a certain extent, exacerbating the difficulty of shopping.

In the book of consumerism in the history of the world, American scholar Peter N Stern has said that in consumerism, people indulge in the process of acquiring goods as the basis for their identification, and the social economic system also serves consumerism, such as designers who are responsible for enhancing the attractiveness of products, and ubiquitous advertisements.

In recent years, the surge in material demand and consumption in China is similar to what Stearns said. Many people's shopping experience is neither a survival demand nor a simple conspicuous doctrine, but a habit of material supremacy.

Only one double eleven can achieve 100 billion sales, which coincides with this logic, so the number of double eleven is not entirely attributable to Ali's marketing campaign.

Simply speaking, the admiration of consumerism may be the trend of the times, but the mass information that it directly leads to is causing some problems to consumers and businesses.

Based on this worry, the concept of new consumption is the origin of hope to return to consumption, and more from the consumer itself, to tap the internal demand, to meet the direct shopping experience, it can be said that it is a reflection of consumerism.

A report in 2000 showed that the improvement of material standards in the consumer community in a society initially led to measurable happiness. However, in a more mature consumption environment, people who are immersed in moderate consumerism may be happier than the fanatical consumerist.

From this point of view, new consumption can actually go hand in hand with the development of new retail, and guide the market to form a more mature consumption concept.

Of course, the concept of new consumption depends largely on the specific circumstances of consumption upgrading, especially how the electricity providers and retailers can reap dividends from the new middle class.

The new retail and new consumption of these two different latitude models, in the post electricity supplier era, whether new retail to the left, new consumption to the right, or the same way, will inevitably have a far-reaching impact on the development direction of the electricity supplier industry.

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