促销审美疲劳时代,年年双十一,零售巨头们该拿什么打动消费者?
10月21日,“2019苏宁易购双十一全民嘉年华”发布会在北京以“场景引力”为主题,首度揭晓苏宁十年全场景布局。
苏宁易购总裁侯恩龙表示,过去十年,苏宁始终致力围绕用户需求的场景深耕。如今,苏宁已完成全场景零售布局,唯有场景零售能定义新苏宁。
现场,苏宁零售用户与平台经营集团副总裁范春燕发布苏宁场景零售的解决方案——1小时场景生活圈,“苏宁将以双十一为起点,推动实践省时、省力、省钱、省心的体验革命。”
始终围绕用户体验,始终突出全场景布局优势,苏宁以探索零售进化的行业自觉,为今年双十一带来实质性的升维,从价格的双十一到体验的双十一,也将给消费者提供别具一格的消费体验。正如侯恩龙所说,“场景零售,始于用户,归于场景。未来的零售就是场景零售,未来场景零售的主角只能是苏宁。”
首次公开10年布局逻辑:场景零售
发布会上,侯恩龙表示,苏宁2009年启动互联网转型以来,通过并购自建等系列战略动作,持续强化自身的供应链、科技、物流、金融、内容生态的服务能力。
何为场景零售?在发布会现场,侯恩龙用一张图进行了详细解读。
如今,苏宁易购APP、苏宁广场、苏宁小店已成为苏宁最重要的场景互联网门户。在社交营销领域,基于苏小团、苏宁推客等一系列工具,消费者可以更精准触达所需产品。
具体到垂直服务领域:在综合购物场景,苏宁有苏宁易购官方旗舰店(猫宁电商);在社交电商领域,有苏宁拼购;百货购物层面,有苏宁易购PLAZA(万达百货);家电3C消费,有苏宁易购电器店和日本LAOX;家居家用消费,有Hygge、苏宁极物等;在内容服务方面,PP体育无论版权数量还是赛事直播运营,都属于国内第一平台;此外,还有PP视频、龙珠直播、当贝市场等系列内容场景。
侯恩龙介绍,苏宁在商超方面不仅覆盖广,而且层次多。大卖场有家乐福,精超有苏鲜生,社区便利则布局了OK便利店、迪亚天天。“在母婴、体育、汽车、娱乐休闲等场景,我们也布局了红孩子、苏宁体育店、苏宁汽车、苏宁影城等诸多专门。围绕用户日常生活场景,还提供体彩、二手房买卖、代收快递、家电维修清洗等服务。”
通过多年在零售基础设施方面的努力,苏宁构建了供应云、用户云、营销云、物流云、金融云这五大能力。
“不管是自营还是收购,我们一直深耕场景布局,坚持从用户的需求出发,心无旁骛回归零售的本质,始终聚焦场景布局,从未偏离,这是25万苏宁人矢志不渝的坚持。”侯恩龙说,“我们已经形成了多业态部署、多层次渠道网络布局、近场数字化基础设施搭建、大数据场景OS平台以及全域全时的物流网络。所以,不管是什么零售,我们并不关心概念,我们在乎是否真正围绕用户场景需求,提供更加完整的零售解决方案。纵观全球零售业,在未来相当长一段时间内,场景零售将成为零售进化的方向,也是苏宁最具差异化优势的赛道。”
1小时场景生活圈:随时到你,随时百亿补贴,随时全场景贵就赔
从城市到农村,从个人到企业级用户,从家电到商超到百货、娱乐休闲、从内容服务到生活服务……基于苏宁已构建完成的能力,范春燕表示:“双十一到了必须要改变和升级的时候,价格是标配但不是唯一,我们希望1小时场景生活圈的提出,能够在1小时内解决消费者生活所有的场景痛点,系统性解决用户的所有问题,让消费者省时、省力、省钱、省心。这不仅仅是本届双十一的场景战略,更是苏宁长期坚定的战略。”
范春燕介绍,“省时”指的是依托全场景业态和立体化服务网络,苏宁将实现全品类1公里30分钟达的“闪电配送”,和苏宁全业态1小时内触达到用户。
苏宁此次发布了“随时”产品,这是1小时场景生活圈的落地产品,依托苏宁多业态部署,多层次渠道网络布局可以为消费者提供“随时到你”的触点。依托300个城市社区覆盖,超10000家门店仓+前置仓布局,苏宁将即时配送从生鲜向母婴、生活家电、手机数码等多品类拓展,并承诺1公里30分钟送货到家。
范春燕强调,针对“随时”的商品,苏宁联合厂商推出百亿补贴计划。
省钱方面,范春燕说,“苏宁更推出了‘全场景贵就赔’,无论是在社区周边的苏宁小店,还是苏宁其他任何场景购物,消费者都可享受就近补差、退款。”
“省力指的是苏宁将现有服务品牌‘生活帮’进行了全场景化、1小时化升级,重点包括家电服务、生活服务、包裹服务三大板块,OMO无忧退换货,将成为生活帮升级内容的重点。”
苏宁科技常务副总裁荆伟表示,今天的消费者已经不再满足 “今天买隔天到”的O2O场景,尤其在典型的快节奏城市和地区,1小时生活圈的场景正在逐步凸显。
“围绕着‘随时’的1小时场景生活圈,苏宁将从一个新的消费者的首次购买开始:激活、转化、复购、唤醒等,在每个阶段建立数字化的触点网络。”荆伟说。
全面提速场景会员升级:权益打通,推出买手制精选商城
围绕1小时场景生活圈的省心方面,苏宁以双十一为起点,推出了场景会员升级计划。
据范春燕介绍,苏宁场景会员的特色在于“无限场景,一个会员”。这是基于苏宁全场景业态布局、全时全域立体化物流能力构建、场景零售OS能力构筑,以及苏宁对消费者长期深入的理解和洞察,相比行业其他的会员解决方案,苏宁场景会员是全场景一站式,并打通会员的购物、娱乐休闲、生活服务等场景权益,从社区到购物中心,从有形到无形,聚焦用户的体验,用场景激活用户的体验。“对于会员制这一当下热点战略,苏宁场景会员体系,超越简单的价格优惠或专业服务,更加灵活和全场景化,更能代表消费者体验至上的系统性诉求,代表了会员制的进化方向。”
在购物场景权益方面,苏宁将推出场景精选商城、场景客服及退换货服务升级、场景送货揽件的专属服务以及更多场景到店专属权益。
“场景精选商城的有三大特色,一是买手化,买手商品占比达40%,品类覆盖母婴、服装、百货、酒水、食品、家居、奢侈品等;二是更加个性化,苏宁已与各大厂商展开了C2M的反向定制,今年陆续有5000多种潮品和联名定制商品上线;三是更多样的场景化,精选商城不只在线上,还将逐步落地到线下,场景精选商城的5万类场景分类中将被集中展现。”范春燕透露,时下备受追捧的戴森、ReFa,包括53度飞天茅台酒,都会专属提供给苏宁场景会员。
娱乐场景权益层面,苏宁今年动作频频,在影视上与腾讯视频联名、体育上增加中超联名会员、音乐上增加咪咕音乐。
范春燕表示,这仅仅是开始,苏宁还将逐渐扩展场景,包括提供更多免费电影、热门赛事及音乐平台等权益。
针对长期被电商平台忽视的生活场景权益上,苏宁将扩大对于场景会员的服务范围,包含“生活帮”、苏宁金融,以及线下平台的优质店内服务等。
侯恩龙表示,苏宁收购家乐福是基于对苏宁全场景、全品类、全球化,全域物流网络的完善布局诉求,未来家乐福要进一步拓展快消品供应链服务能力,协助实现1小时场景生活圈的全场景覆盖。
“随着苏宁小店的全国网络化布局落地,和家乐福进入苏宁并补充到1小时场景生活圈,标志着苏宁全场景零售的拼图已经完成。”侯恩龙说,作为新成员,家乐福也将首次全面参与到此次场景双十一中来。
家乐福中国商品副总裁龚文瑞表示,近期将在南京、上海的部分家乐福门店上线 “履约中心”,实现前置仓的全面升级,它不仅会接入家乐福小程序、还会接入苏宁小店APP及第三方平台。消费者通过这些线上入口下单,都会由家乐福的履约中心承接服务。年底前,全国210家“履约中心”将全部完成建设和上线。
据悉,家乐福还会继续拓展场景,未来5年新开300家新型门店,未来1年内在全国15个核心城市新开1000家社区履约中心,服务15000家苏宁小店,覆盖全国更多的城市和社区用户。
针对这次双十一,家乐福从门店支付交互、会员专享到场景联动等各个方面制定了相应的活动和玩法。双十一期间,使用苏宁支付,享受分类折扣,叠加五折。在会员专享价和会员专区方面,双方会员权益打通,苏宁易购PLAZA、苏宁易购电器店还将与家乐福实现联动返券。
龚文瑞还透露,自今年6月宣布收购以来,苏宁和家乐福通过积极融合与场景升级,经营效率正在稳步提升,四季度门店及线上销售将实现同比增长。
“场景”定义双十一:瓜分10亿红包,万店支付立减
双十一发展到今天,已经从价格的双十一进化到服务、体验至上的双十一。苏宁的“场景双十一”将掀起由平台至用户,从产品、服务到玩法的全面进化,“高参与度,强互动性,大优惠力度,全场景流量触点,四者并行。”
范春燕介绍,此次双十一,苏宁通过苏宁小店、苏宁广场、苏宁门店的社区流量、消费流量,和PP体育、PP视频的赛事和娱乐流量,以及引入2万家涵盖餐饮、出行、社交、金融等领域的商户,构建超级流量池。
此外,苏宁还划分出国货国潮、基地原产、网红新品、5G智能、C2M定制、独家爆款、海外好货和惠民量贩八大类“优选好货”,将场景矩阵”与“优选好货”进行匹配,不仅能够帮助消费者在苏宁全场景购买更多更好的商品,也能帮品牌商户下沉到社区和县镇市场,覆盖更多人群。
在玩法方面,苏宁推出了“全场景玩法瓜分10亿红包”,无论是线上的苏宁易购、PP体育、苏宁金融,还是线下的苏宁小店、家乐福、苏宁广场,用户每一次点击、打卡,每一笔购买都可获得升级红包和奖品码。
“另一个玩法是‘全场景万店支付立减’,横跨合作商户、广场商户、华住滴滴、银行支付领域,消费者只要看到苏宁线下的玩法二维码,即可扫码领取红包。”范春燕说,“此次双十一,苏宁还将通过“直播排位赛”激励更多优秀内容生产,并打造苏宁门店直播及原产地超级买手直播两大特色场景玩法。”
据悉,苏宁将在11月10日,和湖南卫视共同举办首届狮晚“2019湖南卫视苏宁易购11.11嗨爆夜”,中国女排、吴亦凡、刘宇宁等将登台,发布会现场举办了启动仪式。
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