New retail is an efficiency revolution centered on users. If the internet is a revolution about efficiency, new retail is a reconstruction of distance. The core of the retail industry has evolved from department stores to chain stores to super shopping malls. Now, whether we admit it or not, we have indeed entered the era of new retail under the internet background. New retail should be the fourth revolution for traditional industries. It was first proposed at the 2016 Yunji Conference. With the launch of Yonghui Super Species in 2017, Taobao Shopping Festival introduced Tao Coffee, and JD.com announced plans to open one million convenience stores within five years, a series of major events have followed, signaling the full arrival of the new retail era. For traditional enterprises, first, we must transform our operational methods; second, we must transform our production methods; third, we must transform our marketing methods. As traditional enterprises, we need to think clearly about why we want to cooperate with new retail platforms and what our cooperation goals are. What should we as brand owners do ourselves? Actually, for us, the first priority is to enhance our product strength. Regardless of the background or platform, brand owners can only survive the waves of change by focusing on their product strength. Our brand strength lies in our brand positioning and the need for a comprehensive, systematic approach to brand promotion, not just being a pig in the wind. I am in sales and advocate empiricism. I don't trust high-sounding concepts, especially terms or operational methods I don't understand. A couple of days ago, I conducted a small survey in the East China market in Nanjing and found that there are now 17 B2B apps in Nanjing. They have substantial financial backing, but we are afraid they will use capital to fight a price war, using our brands as weapons, and in the end, they survive while we brand owners die. This is the biggest concern for traditional enterprises cooperating with B2B platforms. According to feedback from store owners in the Nanjing market, their top three concerns are: first, they want lower prices; second, they want a full range of goods; third, they want fast delivery. These are the only criteria for choosing a B2B platform. This also confirms the feedback from RT-Mart: no matter what, in the internet era, online platforms cannot bypass offline physical stores. So traditional enterprises should not rush to embrace others just because the internet era has arrived, abandoning what we should have. We should actually wait for internet platforms to embrace us. New retail is an efficiency revolution centered on users. If the internet is a revolution about efficiency, new retail is a reconstruction of distance. In the future, the production methods, channels, distribution methods, and brand marketing methods of goods will also revolve around users, from production to customer acquisition to repurchase, adding value to the entire chain. New retail can help traditional enterprises in cost control and efficiency improvement in customer acquisition, providing access to scenarios that were previously unavailable, transforming the previous traffic location and shouting sales methods into user full-scenario plus predictive services. The time for B2B platform orders is from 16:00 to 18:00 in the afternoon, which is the gap period when traditional enterprises' field sales staff visit stores. This is the best time for complementary integration with new retail enterprises: first, channel model reconstruction; second, customer acquisition model reconstruction; third, brand model reconstruction. New retail is the turning point from channel dominance to traffic dominance. Previously, the theories we mostly encountered were channel dominance and terminal dominance, but now it's different. With the diversification of scenarios and the overwhelming amount of consumer information, we have entered the era of traffic dominance. Through the new revolution in mobile internet technology, we have achieved this upgrade and enhancement. Channel dominance has stepped off the stage, with sales continuously declining, while self-heating internet-famous products have gained widespread favor, indicating that new retail is actually IP-driven sales. In the era of user personalization and mechanization, new retail has truly moved from necessities to consumer goods, and brands must undergo a process of IP-ification. Only products with their own heat and traffic can gain long-term market favor. More importantly, new retail is an integration, a complete integration of resources. Today, trying to gain advantages in every link of the supply chain by starting from scratch is basically impossible and is a very outdated way of thinking. So in this situation, we must make new retail's new business forms and production and sales more seamlessly connected, while also allowing traffic explosion products to gain more user attention and even interaction. Over the past year, we have experienced many twists and turns, and finally found that celebrities bring their own fan traffic, and the post-00s and post-90s generations are fans of celebrities. Celebrities bringing their own fan traffic is one of our insights. First-tier satellite TV variety shows also bring their own traffic, which are very good opportunities. Source: New Retail Industry Observation Author: Lan Jian (Deputy General Manager of Chuzhou Nanfang Black Sesame Food Co., Ltd. This article is compiled from Mr. Lan Jian's speech at the "2017 China Marketing Ceremony", with some deletions) -END-