Subvert traditional food and beverage digital competition strategy, multi-dimensional reconstruction under new retail

Opportunities are accompanied by pain, and the road to break through may not be smooth

"New Retail" was proposed as early as 2016 at the Cloud Habitat Conference, which is a landmark inflection point in the retail industry's embrace of digital. The "black swan" effect caused by COVID-19, however, reflects that most enterprises are still in the early practice of digitization and have not yet penetrated into various business processes. Previously, we have discussed the current development trend of the food and beverage industry from many angles, when the overall market has entered the "new normal", the traditional food and beverage enterprises appear to be a little overwhelmed.

The user's attention is inversely proportional to the amount of information

In other words, the greater the amount of information flooding the Internet, the lower the user's attention. For retail food and beverage companies, this directly results in lower user retention rates. There are many homogenized products in the market at the same time, and it is easy for consumers to leave their first choice behind in the process of shopping around and pursuing freshness.

Qunshuo software

Kantar, a well-known management consulting firm, once put forward a digital paradox: "On the one hand, endless new media channels bring new opportunities, on the other hand, too many channels of digital media, the possibility of reaching consumers has declined." The increasingly diversified social media landscape is actually the fragmentation of user circles.

Responding to personalized consumption needs is difficult to maintain with technology alone

The personalization trend is permeating the food and beverage industry. Diversified taste combinations and customized nutritional choices to meet consumer needs have become a form of interaction between food and beverage companies and consumers, which will bring higher added value to products. For traditional retail food and beverage companies, although they can use big data to improve technology, they need to break through the inherent development path and respond to this consumer demand as a health leader, but also need to combine the resource advantages of big brands with the strategic thinking of newly innovative companies.

The fragmentation of channels leads to the escalation of dealer management difficulties

The market is surging, and in the retail industry that is almost "promoted throughout the year", brands need to carry out fine operation and management of omni-channel prices. At present, the online and offline marketing models are obviously different, the pricing mechanism of each e-commerce platform is not the same, and the brand lacks systematic quantitative tools to make reasonable decisions on prices. In the process of online and offline integration, it has become a difficult problem.

These views seem to confirm that the road to breakthrough for the retail food and beverage industry in the digital age may not be so easy.

Digital full link access, starting from people, back to people

It is not easy to break through, and the digitalization process is accelerating under new development opportunities, and the food and beverage industry needs to participate in the competition for content and traffic. Qunshuo believes that the digital depth practice of the food and beverage industry requires the multi-touch of market - sales - service - brand to carry out multi-directional data user operations.

"See - buy - get" omni-channel consumption experience

Qunshuo software

In the food and beverage industry, marketing revolves around the product, and brands need to use the product to capture the user's mind. The first point is to open up online and offline barriers to achieve all-channel customer acquisition. Whether online or offline users' attention is scattered, at the same time, offline physical stores are still facing the problem of homogenization, and enterprises pay high store rents, staff salaries and logistics costs, but the effect is not as good as before.

Private traffic operation has formed a climate in the new retail field, but brands often fall into the misunderstanding of rushing to get sales conversion. In the process of private domain traffic operation, brands need to establish the operation concept of "traffic pool", which is conducive to the free expression of consumers. Through social retail, brands can get closer to consumers to a large extent, get feedback from users more directly, and deeply understand consumer preferences. By opening up the major e-commerce platforms, the e-commerce traffic is introduced into the private domain, helping the brand to reduce costs and increase efficiency, build the e-commerce ecology, and do a good job in the user connection of private domain transformation.

In addition to content output and traffic acquisition, the way of online private traffic operation and community marketing is also an effective means to feed back offline. Brands can reflect on marketing behavior, tap brand advantages, and optimize the shopping process design of offline stores. At the same time, digital tools are used to enable intelligent shopping guidance and establish multidimensional user portraits, and the offline space will become a diversified scene focusing on perception and interaction.