Where will the new home retail in 2018 go? Sophia Wisdom Store will practice it personally
Today, with the upgrading of consumer demand and the rapid iteration of technology, consumers' consumption concepts and consumption power are simultaneously upgraded, which in turn affects the living habits of each of us, and home retail has to undergo changes. Therefore, the concept of “new retailâ€, which advocates deep integration of online and offline, and reconstructs “people-cargo-fieldâ€, has been proposed and is intensifying.
For the home market, although this "cake" is particularly large, it has always been a difficult "hard bone." No matter whether it is a real home, IKEA, Tubal, and other similar online and offline malls, Shangchao, can not play two platforms at the same time. Although some offline companies are also on the line, whether it is because of insufficient human support or fear of touching the interests of offline channels, the new retail is basically a slap in the face, and did not make a thorough attempt.
But now it is different. With the continuous development of technology and the entry of Ali, the home market has to undergo a passive change. On February 11th, Ali and the House of Reality jointly announced that they would reach a new retail strategic cooperation: Ali and related investment directions actually invested 5.453 billion yuan, holding 15% of the shares.
In 2017, known as the “New Year of New Retailâ€, all walks of life not only fully accepted this concept, but also accelerated. 2018 As a new year, many well-known home brands such as Sofia, relying on their own advantages to lead the transformation, offline stores also seize the opportunity to actively deploy new retail. On April 15th, Tmall & Beijing Sophia's smart store will open in Beijing's North Fourth Ring Real Estate. After re-installing the revised version, the Sofia store will be completely renewed. The technology provided by Ali plus new hardware will reinterpret "new retail." ".
The new retail strategy proposed by Ali Group is based on the consumer experience and the data-driven pan-retail status. From this point of view, Sofia has been the forerunner of the new retail model in recent years.
Sophia's own business model is the performance of the new retail C2B. Sophia has gradually developed into a whole-house custom-made enterprise including custom cabinets, furniture products, curtain wooden doors and so on. For Sofia, all orders are generated and completed through customer-facing service communication based on customer needs. In terms of data driving, in recent years, Sofia has also done a lot of data work, such as recording the needs of each customer into the system, understanding the actual needs of consumers and researching the pain points in the decoration process, using data analysis, quickly based on the user's The plan for the unit type is to let the consumers get the satisfaction of their needs in the process of contacting the brand at the fastest speed.
Sophia has also made a lot of deployments at the strategic level in terms of improving the consumer shopping experience:
On the one hand, DIYHome and VR are launched to improve the customer's store-to-store experience. Consumers can see the overall effect of home decoration style, furniture layout and jewelry matching according to their needs in a short period of time, and more VR for consumers. I feel the immersive feeling after the decoration is directly felt.
On the other hand, in order to make it easier for consumers to experience and purchase, Sofia began to open stores in commercial complexes, large supermarkets and even communities on a large scale last year, solving the problem of consumers spending a lot of time to go back and forth from the urban building materials market. . For example, Sofia opened the store in Wanda and other supermarkets. Consumers can easily go to the store to communicate with them. After the communication is over, they can continue to spend entertainment in the mall with their families. Helping consumers save their time and make consumers more convenient, these are all from the perspective of consumer experience.
Beijing Sophia Wisdom Store will use advanced equipment such as smart devices and digital devices, drive with data, drive with scene emotions, use scene value to shape and drive drivers, use smart human-computer interaction to experience drivers, and realize traditional retail and “people (customers) Reconstruction of the three core elements of the goods, products, and stores. As for the effect of Beijing Sophia Wisdom Store, we will wait and see!
Editor in charge: Zhou Lingling
DONG GUAN CITY CHING XIN INDUSTRIAL CO LTD , https://www.chingxin.com