Share The Economy, Live Webcast... In 2019, The Real Business Was Broken By Ta.

According to big data, as of the end of March 2019, there are 4912 shopping centers in the country, with a volume of over 400 million square meters. Nearly 2019-2021 shopping centers will be opened in 2019-2021 years, and the volume of shopping centers will exceed 200 million square meters. The number and size of future shopping centers will reach half of the stock.

It can be seen that the real business in China is entering a period of vigorous development.

At present, the number of post-90 people in China is about 170 million, and the population after 95 is about 78 million.

This group has gradually become the backbone of social consumption.

In terms of consumer attitudes and behaviors, they generally pursue an all-round "experience", willing to pay for their feelings, more optimistic and more daring.

Coupled with the gradual maturity of technology such as artificial intelligence, machine vision and mobile payment, the realization of unbusiness, shared economy and webcast is more feasible. Ta refreshes business imagination and reconstructs consumption habits and lifestyles.

Unmanned commerce

The rapid development of "no business" has made people's consumption more convenient and convenient.

And the "unmanned shop" combining artificial intelligence and brush payment technology also has the characteristics of "wisdom" retail.

Last March, Mary de Jia opened the first domestic beauty shop TO GO in Shanghai's Zhengda square, offering lipstick, makeup and makeup products, and configuring a self-service single point machine to achieve online ordering and door-to-door delivery.

In order to enhance the shopping experience, there are three robots in the store. Consumers can communicate with the online consultant on product recommendation, the operation of the unmanned vending machine and so on.

In April 23rd last year, Tmall's future shop unmanned technology scheme first embed itself in the first offline bookstore of the physical bookstore, the Chi Da bookstore, which opened in Shanghai.

The store has an area of 100 square meters, including general knowledge, literature, history and philosophy, "two bookstores", so that readers can read two kinds of books in the same store to satisfy readers' multiple reading needs.

Also in December of last year, an intelligent gymnasium called INTERFIT was completed in Jinling, Nanjing. As a representative of the uninhabited economy of Suning again, the community based unmanned gymnasium was built on the Suning shop, known as "the O2O platform on the user side", which combines fitness, shopping and leisure.

In terms of catering, in October last year, the world's first intelligent restaurant, which was built in 150 million, was officially opened in Beijing.

The so-called smart restaurants, from the same loci meal, to the kitchen side dishes, to the bottom of the pot and to the dishes, have been integrated into a series of "black technology" and highly realized the "unmanned" service.

There were no vegetables washing workers, no garages, no vegetables distributors, and became a mechanical arm.

Even the little brother and the shoeshine waiter who had performed the noodles were gone, and replaced by the 360 degree whole house surround stereoscopic projection.

Coincidentally, at the end of last year, Ali's private hotel officially opened in Hangzhou.

Occupancy and check-out process do not require manual operation.

There is no lobby in the hotel, no manager, no even cleaning aunt. Everything is handed over to AI.

Behind the development of uncommercial business is the rigid demand for consumption upgrading. Consumers are more quick and convenient in the process of consumption, and are willing to try diversified consumption scenarios.

However, we must not neglect that unmanned commerce is still in the initial stage of development, and technology is not mature enough. It needs the driving of big data and artificial intelligence technology. It needs to be tested by the market, waiting for the market to catalyze and capital to pry.

Shared economy

In the past one or two years, sharing the economy is undoubtedly a popular topic of conversation and a hot topic for investment.

From Airbnb, piggy home, sharing umbrella, sharing basketball, to traditional industry massage chair, gym, KTV...

Ta has been upgrading their product brand strategy, deepening the development of marketing channels, carrying the concept of "sharing" to attract tens of billions of capital.

More and more shopping centers are also seeking to create an atmosphere full of infectious scenes, so as to meet the diverse demands of customers and cultivate a group of "loyal powder".

For example, the product of massage chair is only 1/1000 because of its high price and large volume.

But it will be highly praised through the form of "sharing".

In particular, RongTai brand's moldoda, Lok Mo bar and so on, this shopping center as a channel for the massage chair brand.

Customers are tired of shopping. They can enjoy 10 to 15 minutes of massage through mobile payment and release fatigue.

People choose entertainment and social interaction more and more diverse, and more and more flexible.

Therefore, the contradiction between consumers' restrictions on fixed locations, the number of participants and the length of consumption has become increasingly prominent.

Compared to the traditional large-scale KTV, mini KTV takes the characteristics of "light", "fast", "flexible" and "simple operation" and so on to occupy young consumers in large and small shopping centers in China.

At the same time, this mode can also greatly pick up the time of picking up fragments, so that consumers can enjoy their own singing time alone.

In terms of cosmetic products, 17 SEVENTEEN BEAUTY, a brand of shared cosmetic room targeting women's customers, has begun to occupy the market since the second half of 2018. Now it has entered many shopping centers in Beijing, Shanghai, Guangzhou and other cities.

The makeup room is similar to the mini KTV, and consumers can buy time by scanning the code.

Cosmetic products and tools such as isolation, loose powder and makeup brush are provided in the dressing room to meet the daily makeup needs of women.

How to use the "idle" space to show more powerful value creativity, increase the topic for itself, and import and activate traffic will become a new topic for shopping centers to seriously consider.

In addition to sharing massage chairs, sharing KTV, sharing make-up, the future, sharing office, sharing the gym, sharing kitchen and other emerging economic formats are also likely to be favored by the shopping center.

This is because, on the one hand, shopping centers can increase the comprehensive utilization rate of space and directly achieve economic benefits by introducing a shared economic format with smaller area demand. On the other hand, by introducing the sharing of economic formats, to a certain extent, it can enhance the richness of experience and attract tourists better.

Webcast

With the development of technology, people's experience of information consumption has been changing.

The new generation of young consumers has become accustomed to fragmented information browsing.

The text conceded to the picture, and the picture was located in the video.

In the environment of traditional retail channels under the full range of obstacles, the "live +" mode changes the traditional sales mode, which greatly reduces the traffic cost in operation.

For catering brands, creating live video can bring more traffic to enterprises, attract consumers from vision and user experience, and promote brand image.

In addition, direct seeding can also expand marketing channels to meet the needs of consumers and drain large numbers of consumers to offline stores to facilitate paction pformation.

Many catering businesses have long started playing "live broadcast", such as the grandmother's home, please net red live "seeking onlookers"; Funiu Tang Zhang Tianyi, the Slave Slave chafing dish Du Zhong soldiers personally live broadcast; the fans, founder, employees and customers play "live broadcast".

And the Taobao accent Taostyle, born out of the online business platform, shows a strong "new retail" gene.

Their clothes support offline experience, online purchase, and realize the same price and the same discount on the same line.

In addition, stores are specially equipped with live rooms. Store guides, business anchors and red broadcasts will conduct 24 hours of live broadcast. Consumers can directly place orders online when watching live broadcast.

In the shopping center, in September 22, 2018, the first pparent Nanning net red Live Room landing on Nanning long Guang Commercial Plaza, caused great concern to the industry and consumers. Combined with the retail and catering formats, let the net red go to the shop floor to interact with the fans live, trying to try out and show talent.

On the one hand, webcast can catch users' curiosity and convey brand value; on the other hand, it breaks through space and time constraints, covers a wider range of consumers, and effectively improves store efficiency.

Conclusion:

With the change of main consumer groups and the dynamic development of science and technology, no business, shared economy, webcast really provide a variety of ideas for the future of the real business.

However, at present, many brands are still in the stage of trying to take advantage of the three models, while many consumers are playing the role of spectators with a fresh and amusing attitude.

But in the process of seeking novelty and changing, returning to the essence of business, providing consumers with quality goods and services, and providing better shopping experience should be the foothold of innovation and upgrading.

These innovations that bring about intrinsic changes in real business will bring positive energy to industry and brand, and help speed up the upgrading of consumer quality.

If the traditional entity business wants to build a community ecosystem that is involved by the enterprises through these three ways, and create a new brand communication mode or online business mode, there is still a long way to go.

After all, Ta is the product of the emerging network industry.

Whether the future can be "realized" and become the mainstream channel of marketing is still waiting for time observation and industry exploration.