Tencent First Put Forward The Concept Of ".Com 2" Three New Formats.

2019 China International Retail Innovation Conference was held in Shanghai recently.

At this meeting, the Tencent published the retail related pcripts in 2018: one year with more than 20 companies exploring retail digitalization, and the contribution of intellectual retail to 10%.

Tencent Inc Vice President Lin Hua said that the core goal of Tencent smart retailing is to digitize user assets and digitize all channels.

To achieve this goal, we need to digitize the existing formats and accumulate digital assets that can be precipitated.

The two is the need to add new small program official flagship store, B2C official guide, B2C social fission three big.Com 2 new format, form a large-scale paction of all channel private domain format collection, so as to arrive at the next stage of retail digital.

It is reported that this is also the first time Tencent put forward the concept of ".Com 2" three new formats.

Three big increment formats to connect people's freight yard

At present, the retail industry is undergoing pformation, and users are accelerated to be omnidirectional digitalized.

Based on this, Tencent's smart retailing has a new idea: Digitalization of people is the driving force for the integration of people's freight yard, that is, finding "people" by "goods", "goods" by "people", reversing the definition of "goods" by users' needs, and reconstructing supply chain with the goal of "instant gratification".

At the same time, "people" is a new arena, "field" extension and remodeling, so that "field" breaks through the time and space division, making the retail scene to achieve "full time global".

Lin Jinghua said that "connection" is a very important part of the retail industry. The essence of retail industry is to connect consumers, and its development history keeps close to users.

Therefore, based on the trend of convergence of people's cargo yard, Tencent fully exerts the ability of "connecting" to help businesses digitize user assets and carry out full channel digital operation to achieve substantive growth.

Tian Jiangxue, deputy general manager of Tencent's intelligent retail strategy cooperation department, also pointed out that in order to advance the layout of "people's freight yard integration", we need more coordinated growth of formats to make users' assets liable to people and presence.

"The next step in retail sales is not only to explore a more efficient way of delivering people, but also to connect the various contacts and formats of business with a new model based on the convergence of people's freight yard."

At present, retailers' existing formats include flash shop, experiential shop, convenience store, community supermarket, home business, flagship store, department store counter, and so on, and the starting point of most retailers is starting from the digitalization of these passenger flows.

Lin Jinghua pointed out that for retailers, in addition to digitalization of the existing formats, it is more important to build.Com 2 to form a collection of all channel private sector formats for large-scale pactions, so as to bring new increments.

At present, there are three kinds of formats in.Com 2: one is the official flagship store with small programs, which is suitable for brands with strong brand strength, many fans who accumulate public numbers, and fewer brands with fewer guides.

The two is official shopping guide, which is suitable for industries such as dress, beauty, mother and baby, and so on. The three is social fission, which is almost suitable for various formats.

"Small program doubling action" helps.Com 2 build

In Lin's view, businesses need to build.Com 2 through "three links", that is, through contacts, through performance and through data.

Through contact, it means to convert from the "entrance" flow thinking to the stereoscopic thinking of the contact management, manage every contact contact with the consumer, invigorate its own private field flow, and gain business growth through short program short-term efficiency.

Through performance, we need to adjust the organizational structure with new KPI as the driving force, promote organizational performance change, and achieve sustainable results. Through data, we should make user assets data, and get through the bottom data of Tencent / merchants, so as to improve operation efficiency and reduce costs.

The "small program doubling action" is an important means to achieve the first step of "three links", and is also the first step for retailers to build.Com 2.

The action is a business growth plan under the training line, brainstorming, project customization, and effect competition. It adopts a directional invitation system, with a limit of 15-20 merchants per period, aiming to promote the business ladder of WeChat business.

The specific ideas are:

First, to help users establish large-scale private area traffic pools and carry out three-dimensional contact management.

Two, solve 70% commonality problems through 20 classes, and solve the problem of personalization in 30% industries by one to one projects.

Three, through systematic means, step by step to raise the level of Japanese sales;

Four, establish the confidence of performance and data through fast wins.

In 2018, Tencent smart retailing invited 17 brands to participate in the first phase of the doubling of small procedures. During the activity, the overall daily GMV sales increased by 376%, and over 4 of the brand's small program sold more than double eleven.

Through the small program multiplication action to get through the front-end consumer contact points, retailers also need to pass performance and data from the enterprise management and organizational level.

Da Eyuki said that the system of combing the contacts, tailored the business system for the contacts, adjusting the organizational responsibilities and KPI attribution, continuous iteration and optimization, these "performance" approach, help to achieve growth in performance.

In terms of "data access", business data including CRM data, business public number and behavior data generated by small program mall will achieve initial grouping and labelling.

After merging the data of merchants, Tencent will carry out meticulous labeling and grouping of these data, so as to facilitate the meticulous operation of public numbers and small programs, including content selection and creative support, personalized push, personalized display and attribution analysis.

In addition, the 7 digital tools and capabilities of Tencent's smart retail solution are important means to do well the "three links" and build.Com 2.