This article combines multiple cases to sort out and analyze the new trends of stores and brands, and explore its underlying logic to share with you. On April 23, 2020, Mr. Cao Sheng shared "The Next Round of Growth of New Consumption text message service Four New Trends Worthy of Attention" in the live broadcast of the "Economic Observer". The following content is compiled from this sharing: From product-based e-commerce, to service-based e-commerce, to trend-based e-commerce, what are the new trends for customers? From traffic operation, to user operation, to global operation of 100,000 users, what are the new trends in stores? From the integration of the three aspects of catering, retail and takeaway, how to see the new forms of consumption? What are the new trends for old and new brands? In short, there are four main trends: new customer trends, new business trends, new store trends, and new brand trends. This time, we mainly share new customer trends and brand new trends.
1. New trends in stores There are three new trends in stores: digital revenue, digital operations, and digital time and space. 1. Digital Income: Noodle text message service Village This is the figure of in 2018, we can understand it approximately takeaway is its digital income. In 2018, its takeaway revenue was 800 million yuan and 11 million orders, which we approximated to be 11 million. Looking at this data, some people will ask: the unit price of offline dine-in is 96 yuan, and now the unit price of takeaway is 73 yuan, and the unit price of the whole customer is reduced by 23 yuan.
What is the gross profit of our entire catering business? You give me a reduction of 23 yuan, how can we live? He also said: Don't increase the text message service contribution rate of takeaway income. We are in a hurry for takeaway. If we do it for a long time, we may only earn a lot of money, or even lose money. We have to analyze it carefully: is this takeaway really beneficial? First of all, think about it, for a large company like Xibei, takeaway traffic accounts for 18%, which means that 18% of the traffic comes from the Internet. The first question , if Xibei doesn't do takeout, what will happen if the competitors do? If there is a competitor called Dongbei to do takeaway, the 800 million yuan of income is not profitable. Dongbei met 11 million consumers online, how much advertising costs did it save?