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

Bella, founder of Simba events, said in her opening speech at the fbif2020 scene that “in the early 19th century, French Nicolas Apel invented the can and opened the prelude to food packaging. Two hundred years later, the world’s population has increased to 6.3 billion. The growth of population is inseparable from the progress of science and technology and the efforts of food industry practitioners. ” The rapid development of science and technology has brought significant changes to the food and beverage industry. After decades or even hundreds of years of growth, we need to calmly examine the current operational efficiency and business model. Mobile Internet, Internet of things, social media, artificial intelligence, cloud computing technology, targeted big data analysis technology and blockchain are coming one after another. Therefore, practitioners in the food and beverage industry must actively think and put into action in order to ride the waves in the sustainable wave. < / P > < p > it is still inevitable to mention covid-19 here. For China, the two regional epidemics of the virus began in the food market. When the market was closed under the rapid response mechanism, in the face of such emergencies, in addition to the social public emergency mechanism, whether the food and beverage enterprises adjust themselves in time? Has the digital transformation gone deep into the various processes of enterprise development or is it only at the level of marketing? These problems, which once seemed a little premature, were presented to all at once after covid-19. < / P > < p > human demand for food is rigid, which is accompanied by human development for a long time. In the information age, the vast amount of information and advertising has opened up the vision of consumers. In addition to food and clothing, they are increasingly concerned about the impact of food choices on environmental protection and sustainable development. Nowadays, the pace of life is speeding up, and different types of consumers, such as “new middle class”, “generation Z” and “silver haired people”, are derived. Based on different consumer preferences and the changes of the lifestyle within the group, the meaning of food and beverage has been broadened to the level of labeling such as healthy lifestyle, work family balance, and relieving emotional depression. In the dimension of product innovation, leading the industry to build a new healthy nutrition fashion will become a good opportunity to connect with consumers. Under the influence of covid-19, consumers want to adjust their health level by adjusting their diet more than ever, and their food choices are more stringent. The desire to absorb nutrition from food and drink and enhance immunity is on the rise and fall. The consumption expectation of food and beverage with both flavor and nutrition is increasing. Personalized consumption combined with consumer sensory experience has become a new growth point of the industry in the future. The particularity of food and beverage industry lies in the low entry threshold. More and more new brands can quickly occupy the market and obtain traffic by virtue of “online Red” products overnight. The industry has a wide range of products and a variety of new formats have been derived in recent years. With the advent of social media era, the life cycle of single product is shortened and the market changes faster. The new brand needs to grasp the explosive advantages and enhance the user stickiness while rapidly integrating into it; the old brand giant enterprises need to tap their potential value and continuously interact with users. The consumption market continues to sink, and there is a huge dividend space hidden in the sinking market. The upstream market is constantly evolving new consumer demand, which requires food and industry enterprises to reach a gradual change thinking. < / P > < p > China’s food and beverage industry has experienced a long-term expansion growth. At present, the overall growth rate of the market is slowing down, and the fission and upgrading at all levels are replacing the high growth. Technological progress has improved the production efficiency of food and beverage, and the quality and output of products have been greatly improved. With the rapid development of products in the market, the food and beverage industry tends to establish multiple consumption scenarios for users from the perspective of sustainable development. < p > < p > nowadays, the new retail mode represented by HEMA Xiansheng and Jingdong Qixian can successfully break through in the young consumer groups with the advantages of high efficiency and convenience. For these retail enterprises, stores are not the end of the transaction. They hope to have data insight into consumers through the purchase behavior of users, so as to build their own data bank and win the advantage of future differentiated competition. In the future, the distribution channel will continue to be fragmented, which is in line with the trend of “fragmentation” in the retail channel, and it is necessary to integrate the distribution channel into the “fragmentation” trend in the future. < / P > < p > < p > “new retail” was proposed as early as 2016 cloud habitat conference, which is a landmark turning point for the retail industry to embrace digital. However, the “black swan” effect caused by covid-19 reflects that most enterprises are still in the early stage of digital practice and have not penetrated into all business processes. We have discussed the current development trend of the food and beverage industry from various angles. When the overall market enters the “new normal”, traditional food and beverage enterprises are overwhelmed. < / P > < p > in other words, the greater the amount of information flowing into the Internet, the lower the user’s attention. For retail food and beverage enterprises, this situation directly leads to the reduction of user retention rate. There are many kinds of homogenized products in the market at the same time. It is easy for consumers to forget the first choice in the process of shopping around and pursuing freshness. < p > < p > Kaidu consulting, a famous management consulting company, once put forward a digital paradox: “on the one hand, endless new media channels can bring new opportunities; on the other hand, if there are too many channels of digital media, the possibility of reaching consumers is reduced.” The increasingly diversified pattern of social media is actually the fragmentation of the user circle. < / P > < p > the trend of personalization is penetrating into the food and beverage industry. Catering to consumer demand, diversified taste combinations and customized nutrition choices have become the form of interaction between food and beverage enterprises and consumers, which will bring higher added value to products. For the traditional retail food and beverage enterprises, although they can improve their technology with the help of big data, they need to break through the inherent development path and respond to this consumption demand as a healthy guide. They also need to combine the resource advantages of big brands with the strategic thinking of new and innovative companies. < / P > < p > the market is surging. In the retail industry which is almost “promoted all year round”, the brand needs to carry out refined operation and management of Omni channel price. At present, the online and offline marketing modes are obviously different, the pricing mechanism of each e-commerce platform is also different, and the brand lacks systematic quantitative tools to make reasonable price decisions. In the process of online and offline integration, it has become a difficult problem. < / P > < p > it is not easy to break through. Under the new development opportunities, the digital process is accelerated, and the food and beverage industry needs to participate in the competition of content and flow. Qunshuo believes that the in-depth Digital Practice of the food and beverage industry requires multi-point touch of market, sales, service and brand to conduct all-round digital user operation. < / P > < p > in the food and beverage industry, marketing is around products, and brands need to use products to occupy users’ minds. The first point is to break through the online and offline barriers to achieve Omni channel customer acquisition. Both online and offline users’ attention is distracted. At the same time, offline physical stores are still facing the problem of homogenization. Enterprises pay high store rents, staff salaries and logistics costs, but the effect is not as good as before. < p > < p > private traffic operation has formed a climate in the new retail field, but brands often fall into the misunderstanding of eager to obtain sales transformation. In the process of private domain traffic operation, the brand needs to establish the operation concept of “flow pool”. The “flow pool” is an environment conducive to free expression for consumers. The brand can approach consumers as much as possible through social retail, and can get feedback from users more directly, so as to deeply understand consumers’ preferences. Through opening up the major e-commerce platforms, e-commerce traffic will be introduced into the private domain to help brands reduce cost and increase efficiency, build e-commerce ecology, and do a good job in the user connection of private domain transformation. < / P > < p > in addition to content output and traffic acquisition, online private domain traffic operation and community marketing are also effective means to feed back offline. Brand reflects on marketing behavior, excavates brand advantages, and optimizes the shopping process design of offline stores. At the same time, using digital tools to enable intelligent shopping guide and establish multi-dimensional user portrait, offline space will become a diversified scene focusing on perception and interaction. < / P > < p > under the premise of online and offline omni-channel connection, the brand sets user tags through content bank, and “thousands of people, thousands of faces” intelligent push, accurately reach consumers. We should establish a global membership growth system, provide rights and incentives for members, and conduct personalized member level management. Lock in high-value users, cultivate loyal users, enable channel business to pull new fission, and realize the second touch of users. Implement the whole journey user operation from acquisition to retention to continuous value mining, so as to complete the marketing automation upgrade. < / P > < p > with the more and more scattered distributors involved in the production and operation of food and beverage industry, brands need to use digital tools to break the original data information island. It can realize multi-level visual management for the partners of dealers, agents, service providers and other channels, and accelerate the decision-making. In the face of a long-standing price war, brands must fully tap the business promotion space of each distribution channel and set up incentive mechanism. Enable the manufacturing end to link the marketing end, insight into the market, and feed back user data. Under the new situation, we should break through the production and operation mode of the old food and beverage giant for many years, optimize the storage and distribution capacity, and reduce the logistics cost. Improve the business efficiency within the enterprise and reconstruct the consumer experience. < / P > < p > at present, the product market of food and beverage industry tends to be saturated. Developing more products may not be enough to win long-term advantages, but service experience optimization beyond products can often expand growth opportunities. The current star rating system of food and beverage industry is not enough to meet the needs of personalized consumption upgrading. Enterprises are required to establish a high-quality and immediate after-sales service evaluation system. < / P > < p > in the food and beverage industry, safety assurance is very important. Brands need to play a combination of service evaluation and after-sales response. In terms of service evaluation, qunshuoxing enterprise service data platform can break through the traditional evaluation mechanism, and the brand can be supplemented by digital service evaluation tools in the process of private traffic operation. Personalized design of the evaluation process, users can carry out multi-dimensional evaluation for product design, price and sales service, and each process can receive immediate feedback and analysis. < / P > < p > in terms of ensuring the safety of products, Qunshu hopes to help consumers check the expiration date of food and beverage in the most convenient way. Add one item one code component to qunshuoxing enterprise service data platform. After the payment process is completed, consumers can activate the expiration date prompt service by scanning the product QR code. Call center customer service management system provides users with all-weather online service consultation, and the whole process of service progress can be seen by users. From food safety guarantee of consumers to customized service matching with product function, digital upgrading of service evaluation system

Author: zmhuaxia