2019 Retail Hot Words Inventory 2020 Theme Or Are They?

In 2019, there were still many new species and new models to be practiced for retail industry. Some of the origin models have been run through and some are still grinding.

Based on this year's WeChat index, Baidu index and other related hotspots in the retail industry, we finally summed up 5 hot words of retail sales in 2019: sinking market, community group buying, Internet selling vegetables, direct seeding business providers and grass planting economy.

　　 Sinking Market

2019, we have discussed the sinking market a little. The so-called sinking market refers to the three cities below the city, as well as the vast number of townships and rural areas.

According to the QuestMobile Research Report, the user scale of the sinking market is as high as 670 million, accounting for 54.3% of the total users. It is equivalent to half of the total population in China. Because of the popularity of 4G network and smart phones, this group began to "touch the net" and had more leisure time. Although the price is sensitive, the average consumption growth rate is much higher than that of the second tier cities. It is the incremental source of the users of the e-commerce platform, and it is also an emerging market that is not worth much attention.

The number of users sinks not only exceeds that of non sinks users, but also accounts for more than 50%.

The game of buying and selling in the sunken market is essentially a "grab man" war. Over 600 million of potential users are meat and potatoes for everyone. And the main character of this war is Taobao, many spells, Jingdong and Suning. And they became weapons for the market.

Many of them are called "enterprises that can not be understood in the five rings", but it is the sinking market that has made an extremely high contribution to them, so that they can run fast. More than 65% of the users come from 345 tier cities, with only 7.56% of the users from the first tier cities.

In September, Jingdong was quietly renamed "Jingxi", and it appeared in the shopping entrance of WeChat with many spells. Enjoy the first-class entrance of WeChat 1 billion users.

Suning is sharing the same supply chain organization with sunning small store and Suning direct store. It has also become the competitiveness of Suning.

The annual report released by Ali showed that over 70% of new annual active consumers in fiscal year 2019 came from the sinking market.

It is clear that the sinking market will still be the main theme of the next 3 years. And the platform electricity supplier itself has its own advantages, such as the development of many spells and the development of an earlier base. Jingdong is backed by Tencent's traffic resources. Suning's offline layout has a strong advantage. Next year's war is expected to escalate.

　　 Community group buying

Community group buying should be a rapid gust of wind after the collapse of unmanned shelves.

At present, the mainstream mode of community group buying is to set up WeChat group on line, take the real communities in the two or three line cities as the units, recruit community treasure mama, district convenience store manager and express station stationmaster as the leader, and publish the commodity pre-sale and group buying information on WeChat online. After placing the order, the customer will send the goods to the plot in a unified way, and the user will pick up the goods at the next line and complete the transaction. The platform provides brand, technology, supply, logistics, after-sales service and other support.

Compared with the traditional offline stores, the community group purchase eliminates the rent and manpower cost, and sells them by the pre-sale mode. Compared with the traditional electricity suppliers, the community group purchase can go directly to the community from the origin / factory / large transfer warehouse, and the last kilometer is either in charge of the head of the group or by the consumers themselves, which reduces the cost of each performance.

In essence, community group buying is a business channel based on the real LBS community, driven by the C end B terminal.

In the whole chain, the head of the regiment plays a very important role. Leader is both a seller and a consumer in the community, and everyone has a trust base in the community.

Since last year, the players, food associations, ten clubs and neighbors have announced the amount of money raised over tens of millions of yuan. But by the end of this year, a lot of companies have been thundering. For example, the capital chain breakage of the radish radish has been booming.

But this year there are still many business tycoons, chain stores, property companies, venture companies and many other participants have rushed into the community's new retail market, fighting in the last 500 meters of the battlefield.

However, we have observed that community group buying companies make very little profit, mostly in deficit or even huge losses. This track is expected to be fully reshuffled next year, and the remaining players should be backed by plenty of cash flow. From the perspective of market demand, this subdivision track has market, but we think it will be a supplementary channel for big players.

　　 Internet selling vegetables

In January this year, the US group launched the "US group buying vegetables" business in Shanghai, went to Beijing in March, and entered the Southern China market in November. In March, the box shop also launched the first box store in Shanghai. At the same time, it announced that it had expanded the shopping business to 500 cities throughout the country. In April, Suning small store, which has nearly 10000 stores, has also launched a "Suning vegetable farm" project.

Capital, as of the first quarter of this year, Pu Pu supermarket, Yi Pin fresh and other 5 fresh business electricity financing exceeded 2 billion 500 million yuan, among which, the B announced the 2 billion round Tencent financing.

At the same time, Alibaba, Jingdong and other giants are constantly increasing investment in fresh areas. At present, the track of selling vegetables on the Internet is very lively.

Box horse market: in March of this year, Hou Yi, CEO, first disclosed a new format, that is, the box and vegetable market.

Hou Yi said: the box horse needs a slightly lower positioning format to let the box horse "sink" into the community. In his view, the city of boxes and horses should go down to the community and sink to the market to catch fire and smoke, and the product is positioned as a high school customer.

The box and vegetable market is the business of the box shop of the vegetable market, and the electricity supplier with the noodles selling as the core. Unlike the standard store, the fruit and vegetable products are sold in bulk, giving users the freedom to pick and choose. The box horse market is smaller and more flexible than the standard store, and focuses on consumers' three meals a day, and the price of the product is more intimate with the box horse.

Previously, the price of online sales accounted for more than 60% of the box office stores which opened more than 1.5 years. The market must be tested in many ways. After all, the pressure of physical store operation and expansion is higher than that of the front-end store.

The US group buys vegetables: the US group buys vegetables as the "APP + convenience service station" mode. The community residents within 1.5 kilometers can buy vegetables App through the US group, "mobile phone orders, send vegetables to the door", the fastest 30 minutes can be delivered to the home.

US group buying vegetables is not to create a business segment, but to develop a specialized "American group buying vegetables" APP. At present, the US group buys vegetables mainly including vegetables, seafood, meat and poultry, eggs, drinks, fruits, dairy products, Kitchenware and so on. The total number is about 1500 SKU, focusing on the demand of "three meals and ingredients" for urban white-collar workers.

Although the US regiment is still at the starting line, it is not difficult to develop on the basis of the channel and flow advantage of the US group.

Ding Dong buys vegetables: in May 2017, "Ding Dong buys vegetables" on-line, it is brand-new "the mobile terminal order, the front storehouse distribution + the immediate delivery arrives at home" the mode to turn away the world, attracts the attention. At the same time, Ding Dong bought the main dish of "0 yuan to send, 29 minutes served" service.

Behind the good data, it also drives the entry of capital. In 2018 alone, Ding Dong bought 5 dishes in May, July, September, October and December.

Ding Dong buys vegetables: at present, there are about 200 pre positions in Shanghai, and each front warehouse has an area of 300 square meters, which can accommodate 1500 SKU. At present, the service radiates nearly 3000 communities in Shanghai and penetrates into the core area of Shanghai. In December 2018, Ding Dong bought 150 thousand orders per day.

Suning vegetable farm: the main business will be sent from the country of origin to the store within 24 hours, and the store will be ready at 7 o'clock every other morning. Categories are vegetables, fresh meat, soy products, live fish (now kill) and other commodities. The pre-sale will adopt the mode of first sale and post purchase, which will provide consumers with the service that is scheduled for second days to the nearby Suning shop.

Suning mainly relies on its fast layout of Suning stores in recent two years. So Suning vegetable farm can be directly grafted onto the original foundation.

　　 Net red live broadcast

This year's double 11, there is a popular word, by the major business platform placed in an important position, that is: live broadcast.

Let's take a look at the dual 11 live broadcast battlefield:

2019 Tmall double 11 pre-sale day, nearly 100 thousand Taobao anchor launched. The outbreak of Tmall's "double 11" Taobao live broadcast has become a huge growth point of the brand, and more than 50% of the businesses have received new growth through live broadcast.

The opening time is only 1 hours and 03 minutes, and the live guided transaction is more than last year's "double 11" all day. Tmall double 11 all day, Taobao live brought about close to 20 billion of transactions, more than 10 live broadcast guidance transactions over 100 million. A number of brand single products are sold through live broadcast, which leads to a breakdown of pre-sale turnover, of which more than 6 minutes break the "spike" explosion.

Take Li Jiaqi as an example. In the double eleven pre sale live broadcast activities, Li Jiaqi accumulated more than 1 million 200 thousand of the powder, and became the first anchor of Taobao's live broadcast of 9 million fans. Double 11 day, Li Jiaqi broadcast live to watch the number of 24 million 450 thousand people, the number of live room points to 38 million 670 thousand, we can see its heat!

Live broadcast has become the standard of the electricity supplier, and also becomes the standard of the electronic business platform.

AI media consulting "2019 China online live Industry Research Report in the first half of the year" shows that in 2019, China's online live subscribers will exceed 500 million, and 40% of the respondents will occasionally choose to buy stars or network Hong Kong e-commerce live recommendation products. It also proves the potential of live broadcasting business.

Many e-commerce brands have regarded live streaming as an increasingly important traffic portal. Let's ask a question, what is the thrust behind the live broadcast business? In fact, the cost of electricity providers is rising. E-commerce providers too need low cost traffic to transform effectively. At present, direct seeding business is a good choice.

Next, let's focus on the following aspects: Taobao live broadcast, quiver and quick performance.

Taobao live: as we know, Taobao live broadcasting is a live broadcast platform launched by Alibaba. It is located in the "consumer live broadcast" platform, mainly for mother and baby, beauty makeup and so on.

Relying on Taobao's huge electricity supplier flow advantage, Taobao live platform also delivered a good report card. More than 50% of businesses have received new growth through live broadcast. The total turnover of double 11 is almost 20 billion.

Since 2019, Li Xiang, Wong Cho Lam and other 100 entertainers have been in Taobao live, and we can see the potential behind the live broadcast business.

Jitter: Recently, the bounce beat of the parent company has announced that the total number of live users is over 1 billion 500 million in the world, and the number of users is over 320 million. In less than 3 years, the sound of jitter rose like a rocket.

In September 2016, APP was on line. In January 2018, the daily survival rate was 30 million; in March 2018, the daily survival rate was 70 million; in June 2018, the daily survival rate was 150 million; in November 2018, the daily survival rate was 200 million; in January 2019, the daily survival rate was 250 million. Up to 320 million now.

It is the wind that grabs the short video and sits on such a high flow. Trembling electricity providers will come true. According to the data, the GMV is tens of billions of scale. The popular products are beautiful, but the potential of shaking is great.

Live broadcast: when it comes to shaking, you can't say "old rivals". The fast active user has exceeded 200 million. The list of fast track platforms shows that snow, Simba, Sanda Kuki and Zhou Zhouzhen are cute and dolls.

The value of quick delivery of electric goods is also displayed. The acceptance rate of the whole crowd to the electricity supplier is significantly higher than that of the average level. Among them, the TGI (target group index) of 3C, cosmetics and skin care products is higher. 32% of the fast users will buy products because they trust the recommendation of the anchor.

　　 Grass planting economy

We have seen a data that more than 70% of China's 95 consumers prefer to buy goods directly through social media. You know, in the world, the average level is only 44%. It can be seen that the economic potential of grass planting in China is huge.

The post 95 fashion consumption report shows that, no matter in terms of consumer preferences, regional purchasing power or consumption concept, 95 of them show a different side, especially the demand for social value, so that after 95, it has grown into a "grass planting leader".

The typical feature of TA is that they like to read a lot of content and posts on the social platform such as jitter, fast hand, little red book, B station, micro-blog, know and so on. These have become their social currencies. It can be said to be an indispensable part of life.

So, what is directly brought about is that all kinds of experience drying and sharing of good things become the preferences of TA.

Micro-blog has statistics, 76.6% of the "95/00" will "grass" net red recommended products, of which 18.8% of the trusted bloggers recommend, will choose to buy directly; 73.7% of the "after 90" will "grass" net red recommended products, including 18.9% of the trusted bloggers will recommend direct purchase.

Of course, we have always said that the weight of the net red tongue of the head is also large. But more than 90% of the head nets are in the hands of institutions.

For example, little red book. The little red book presents the content of UGC (user created content) shopping and sharing community in short video and graphic information flow, and produces about 3000000000 exposure notes per day. Users can browse information while viewing information and choose whether to buy or not. Its core is to create immersive experience.

From the data point of view, as of May 2019, the number of users of Xiaohong book has exceeded 250 million, and the number of active users has exceeded ten million. As a UGC content platform, the content of Xiao Hong Shu 97% is produced by 250 million users. Nearly 70% are young users under 30 years old, mainly in groups after 90 and 95.

We believe that the word "grass" may be accompanied by the next 5 years of commercial development in -10. Especially with the rise of consumption after 95 and 00, the market scale of grass planting economy will be bigger and bigger. For both the dry entity and the electricity supplier, this force can not be ignored.

These are the 5 hot words of retail sales in 2019: sinking market, community group buying, Internet selling vegetables, direct seeding business providers and grass planting economy.

Retail business commentaries believe that these 5 hot words should still be the main theme of 2020. No matter for platform traders or retailers, they need to rearrange their own strategies.