The normalization of the epidemic has brought digital transformation to the front of the brand, and the integration of online and offline is just a must-have topic for early arrival.
Recently, overseas imported related cases have appeared in many airports, ports, and designated hospitals, causing a certain range of spread. As of August 13, there were 3,866 confirmed cases or asymptomatic infections, and 162 medium- and high-risk areas across the country, the most since normalized prevention and control. Under the new epidemic prevention situation, the operation of various retail brands has been affected to a certain extent.
According to iResearch’s data history report: From January to May 2020, the number of companies with revocation registrations in the country nearly doubled compared to the same period last year. Offline consumption has shrunk sharply, such as beauty, personal care, and household products, which have shrunk by 34.5% and 33% respectively.
According to data from the National Bureau of Statistics, the national online retail sales of physical goods in 2020 will be 9.759 trillion yuan, a year-on-year increase of 14.8%, and its proportion in the total retail sales of consumer goods has also increased by 5.4 percentage points compared with last year, which is nearly the same as the same period. 5 times.
After this "epidemic", the discussion on the digital transformation of retail has become a hot topic.
Under the normalization of the epidemic, how will retail brand management go? Among them, the integration of online and offline cannot be avoided.
On the road of online and offline integration, brands face some common problems, such as:
How to mobilize online and offline warehousing, and why are best-selling goods promoted offline?
How to solve the problem of offline stockpiling and channel merchants selling goods?
Does the flow from offline to online mean that the left hand guides the right hand?
In order to help brands realize the digital integration of online and offline operations, we have selected 3 classic cases. They have achieved growth telemarketing list against the trend in the past year, which is worth learning from.
1. Redefine the internal settlement mechanism
1. Case - Belle
Purpose: To solve the problem of online and offline warehousing scheduling, especially the offline delivery willingness of best-selling products. Belle, the shoe king.
In the era when channels are king, Belle has been grabbing territory since 1992. It is reported that Belle’s offline penetration rate can reach from the first line to the fifth line, covering more than 400 cities across the country, with nearly 20,000 self-operated stores and 80,000 store employees. Belle was as huge as an elephant.
When the epidemic hit, the "elephant" planted a big head: more than 6,000 stores were closed, and the omni-channel performance of the footwear industry fell by 70% in February.
However, in May 2020, Belle not only achieved positive omni-channel performance, but during the Double 11 period, the year-on-year growth of the total offline same store was as high as 14.7%.
It is said that the tail is too big to fall off, so how did Belle mobilize the huge offline body of the "elephant"?