Sun Mou

Shandong Cosmetics Industry Association, China

Preface

It’s always been a big problem for terminal retail stores to find a method to deal with the Nov.11 shopping carnival that makes all feel excited in China.I couldn’t help but think about at this time last year, all retail stores made sales promotion of “original price for the first one while 90% off for the second” or all sold at 50% off.Nevertheless, it cannot contend with online retailing.

In case holding on or contending on cost price is useless, it is time to change the thought.Retail store owners must find relevant countermeasures and learn e-commerce and live streaming marketing.They need to move the whole store online, which have neither cost or risk, and can use internet to do business.If retail store owners have not had a thorough understanding of it, they are really behind the times.

Use e-commerce is better than continue to contend on cost price

The retailing mode in future is either intelligentized, or use e-commerce and integrate into internet, or only provide experience service.Otherwise, retail terminal will not find a way out.

As terminal retail itself cannot be moved online and even it is possible, the cost of opening online store is high.Even the cost is not a problem, there is a shortage of professional personnel to operate it.In review of this situation, there is only one way now, which is to learn live streaming marketing, so as to enjoy the dividends brought by development of poste-commerce era.

Learning live streaming marketing to rapidly sell products, and becoming an excellent live streaming marketing owner, an expert of live streaming marketing with influence and live streamer in the community, and finally developing to a regional social influencer is the question needs to be thought about by retail terminal.To be a national influencer, one needs to pay high price, which cannot be borne by retail store owners.

In fan economy era, social influencer is the general development trend and live streaming marketing is imperative.For instance, during Nov.11 shopping carnival, the online price is already cheap, but there is still the attractive advertisement of 50% off on that day, which cannot be contended by retail stores in any way.The terminal will always lose if contending with online retailing on price.

Contending on service experience other than price

As all the consumers in China or even in the world pay attention to the Nov.11 shopping carnival, even the sales promotion in terms of price at terminal stores is great, it will not make much difference.Consumption share, psychology index, thinking and purchasing power are concentrated online, thus retail store terminal cannot compare with it.Retail store is a fixed place and the group they serve is limited, but online retailing is open to all the people in China and in the world, thus it is not wise to contend with online retailing on price or popularity.

Retail stores shall contend with online retailing on experience, service and emotion communication instead of price.Only when they improve service level, strengthen experience promotion, provide warm feeling and serve high-end consumption group, can they keep their share and position.Retail stores need to keep synchronous development with internet online, and attract consumers born after 1990 or 2000 to shopping in store to get new development.

Retail stores could also store some commonly used famous imported products, and best-selling products online and trendy products liked by consumers born after 1990 or 2000, and sell at purchasing price to attract some new groups to buy in stores.During Nov.11 shopping festival, retail stores could attract part of customers for their own stores instead of competing on price with online retailing.

Learn new retailing mode

At present, some brands do live-streaming marketing, which is the new retailing mode, but it just shows live-streaming mode and cannot teach retail stores how to attract fans or how to make retail store owners become live streamers.Only demonstration of live streaming marketing is not enough, retail stores must be taught how to do live streaming hand by hand.

Brand owners must be able to teach and guide improvement to make retail stores sell through live streaming in a real sense, and retail store owners and assistants must be trained to be live streamers and influencers in the community.

The whole industry is learning new retailing, including agents and individuals.As the leading role of retail, they must learn the new retailing mode.As long as the selling mode is different from traditional one, good for the business and implementable, retail stores need to learn and use for reference.

Retail store owners shall learn new though, use new thinking as reference, contact new mode, and practice and prompt new method to make retail stores successful.They can enjoy the dividends brought by the development of post-e-commerce era through innovation with internet.

Making best use of advantages and bypass disadvantages

As retain stores cannot be moved, owners must pay attention to and learn live streaming marketing.At the beginning, owners could practice live streaming with assistants to gradually improve their skill, and then make live streaming to old customers to get familiar with live streaming.Next, they can enhance the ability to attract fans and gradually become online influencing anchor of the community to keep sustainable development of business of retail stores via live streaming and internet, and make sales more interesting, promotion more direct and business much more better.

5G era is the era of intelligent internet.At present, live streaming needs a fixed place, as it is controlled by network flow and live streaming cannot be realized without flow.However, in 5G era, live steaming will not be restricted by the place any more and can be completed at any time and any place.In future, live streaming will pose a greater threat to retail stores.If you don’t change, there will be no future.

Retail stores shall play its own advantages and adopt the mode of differentiation compared with online retailing.Live streaming is to keep synchronous development with online retailing and enjoy the dividends of post-e-commerce era.Of course, retain stores shall also upgrade deep experience, improve emotional communication, provide fine environment and first-class service, and raise it overall level to meet customers' demand for quality.In this way, the business of retail stores will become better.

Attract and keep customers

New retail thinking centers on customers, which means the service will be provided to the place where there are customers.Live streaming marketing is the new method to look for customers actively.Customers could see you do promotion at home and complete the transaction at home instead of going to your store, which is the innovative thinking and mode.

Although with consumption demand of customers as the orientation, meeting customer requirements with high quality commodities and high-class service facilities, restructuring people, product and place, and providing special area for popular products, imported products, and experience and service can play certain function in retail stores, online retailing still play decisive role, including how to attract fans and make fans have consumption through live streaming to provide a better future for retail stores.

Retail stores need to pay attention to the group of customers born after 1990 or 2000, as they live online.If retail store lack online brands, products, promotion means or system popular on social media, it would be hard for them to return to retail terminal or retail stores.It is because there is no commodity they like and their consumption demand cannot be met.

Mode transformation is better than store upgrading

Retail stores still paid attention to luxurious decoration and high-end brands and used famous product as representative one of the store 5 years ago.However, such development mode of retail stores is completely changed later by the group of customers born after 1990 or 2000, especially after live streaming marketing become so popular.The brand operated by stores can only attract old customers born after 1970 and before 1985.The new-new generation group starts to buy personalized commodities, and fashionable, interesting and useful products popular on social media, and the so-called brand become meaningless to them.

The whole industry has been changed by customers born after 1990 or 2000.Consumption pattern, brand pattern and consumption mode have all been changed, which cannot be understood even by international brands.Advertising brands cannot lead consumption trend any more and only products liked by customers born after 1990 or 2000 can be sold in huge quantity.Social influencing area is internet community era and internet is the one gather people together.

The reason that customers or people born after 1990 or 2000 do not want to buy in retail stores is retail stores do not have the effective means to attract them, which is the thing that needs to be thought about by retail stores.Social influencing era can bring brands, products and promotions popular online, thus if retail stores do not introduce brands popular online, how can they attract young people.

Study trend and pay attention to change

Currently, only owners of very few retail stores sell via live streaming and they can get huge sales.Their daily turnover is as high as tens of thousands or even hundreds of thousands yuan, which can compare with the sales scale when manufacturers do sales promotion.However, only one or two people are needed to do live streaming.Therefore, retail stores must join the new retail mode and cannot miss it in intelligent internet era.

Many retail store owners need to start all over again, including paying attention to consumer’s demand, industry development direction, new featured products, new promotion mode and new operating mode, but no change means out of the game.

Deep experience is better than giving discounter or gift

Providing deep experience service is better than sales promotion, as customers can stop and enjoy the slow life and feel the sincere service.Letting customers and members enjoy service, beauty and meticulous care can move and leave them a deep impression, and make them accept your commodity and service willingly.

Price-cutting is just a money and commodity transaction and face-to-face interaction between shop assistants and customers.Deep experience could offer customers an all-round experience of commodity, including packing quality, trail effect, use feeling, and feeling for experience process, service standard and warm atmosphere.This kind of multi-aspect experience of store and commodity, and environment and service could improve customer satisfaction, and make business of stores become better and better.

Topic marketing is better than great sales promotion

Reassuring customers and saving for customers is the management objective of retail stores.Retail stores must change the concept of selling products to the thought centered on providing value service to sell products, transform to the idea with consumer demands as the core, change sales promotion behavior to topic marketing promotion, and the thought of making profit by selling to the value and idea of providing sincere service to consumers, so as to keep customers, source of revenue and future.

Conclusion

Retail stores must walk on two legs.One is provide experience and service while the other is do live streaming marketing and adopt online development mode.Developing only in one way will encounter more and more restriction.Faced with the online Nov.11 shopping carnival, does retail store have found inspiration and made new decision.