1, single-line mode to double-line integration, omni-channel trend

Judging from the transaction volume of Tmall Double 1 1 in recent three years, the annual growth rate is 59.7% in 20 15, 32. 1% in 20 16 and 39% in 20 17. On the surface, it seems to be heating up.

In fact, most categories are in the form of "pre-sale", which is the focus of the two camps.

The total amount is calculated by "increase in business days", which means that it is actually decreasing.

The best way for new retail is to make more use of two-line integration for offline scene shopping.

2. The stronger the experience, the more online and offline integration can grow.

When physical store brands set up official website on Tmall, the "Amoy brand" born in the e-commerce channel was "banned" by physical retail brands.

3. Living and eating, the closer you are to the life circle, the more empowered you are.

Judging from the sales situation of daily necessities (including diet) of Shuang 1 1 last year, besides the good sales of storable commodities such as dried fruits, wine and emulsion, the carnival of fresh e-commerce is also more lively than in previous years.

4. Offline cooperation can also drive online sales.

In order to meet the convenience needs of urban residents, if we can integrate the retail/service businesses such as physical stores in the same city into a "new urban retail platform" through new retail technology, it will not only solve the problem of difficult transformation of new retail of a single merchant, but also upgrade new retail together and meet the one-stop localized shopping experience of urban consumers. If this matter is organized by regional leading retailers, it will be easier to land and more feasible.

The core of smart stores is to realize the digitalization of stores, break the boundaries between online and offline, and focus on the five core business elements of passenger flow, goods, orders, payment and membership.

5, the purpose is getting stronger and stronger, and more and more willing to wait for promotion.

Judging from the peak performance of this year's dual 1 1 mobile phone, digital, large and small household appliances, home improvement and other categories, many consumers will wait 1-2 months before buying, at least the price will be slightly cheaper.

These products have a * * * nature, that is, prices tend to be transparent. So it's like paper books, diapers, cosmetics and so on. But consumers are very aware of the price category, so as long as the activity price drops, they will buy directly.