Unmanned shelves ebb, scene-based vending machines Swordsman New Retail

Since the concept of 'new retail' was put forward by Jack Ma in 2016, the retail industry has stirred up waves for a while-sharing economy, unbounded people, O2O, scene experience, big data, artificial intelligence and other concepts or technology applications, so The changes in the retail industry are even more sensational. 'No one' has become a hot word in new retail. Looking internationally, Amazon launched its first unmanned convenience store in the United States at the end of 2016; focusing on the country, countless new retail startups emerged in China in 2017. By 2018, a large number of mature new retail business models have emerged. The most typical of them, white-collar workers can perceive in their daily lives is that since the second half of last year, the unmanned office shelves have sprung up and expanded rapidly. However, after nearly a year of development, the unmanned shelves that once stood on the vents have concentrated on many hidden dangers, such as withdrawals, bankruptcies, layoffs, idleness, vicious competition and so on. Judging from the current development status of unmanned shelves, its independent viability is not high. Because of the lack of analysis of consumer groups, or the application of big data, the popular products on the shelves are often out of stock, but the spot is not the demand of the consumer group. The damage rate is even more fatal to unmanned shelves. In fact, in addition to unmanned shelves, vending machines are still a bright spot for unmanned retail. Perhaps many people think that vending machines are outdated and will not become a new star in the new retail field. After all, vending machines have appeared in China for more than two decades and have not formed a big climate. But from another perspective, aren’t some unmanned convenience stores just a collection of vending machines? More importantly, the data shows that consumers' preference and frequency of use of vending machines are much higher than people's estimates. The “Unmanned Retail in the Era of Mobile Payments” report released by the official WeChat and China Department Store Association and the Self-service Vending Industry Branch pointed out that in terms of users, all age groups are in the automatic The number of consumers on vending machines is higher than that of unmanned shelf containers, and the number of consumers aged 18 and below in vending machines and unmanned shelf containers is basically the same. At the same time, the WeChat unmanned retail report data shows that in terms of consumption time, at any time of the day, the number of consumers of vending machines is also higher than that of unmanned shelf containers; in terms of repurchase, the monthly average number of repurchases of vending machines is 2.1 Times, significantly higher than 1.3 times for unmanned shelf containers. It can be seen from the report that vending machines are still the main force of unmanned retail. When it comes to categories, you have to mention scenes. What category to sell should create a corresponding scene. When interpreting the unmanned retail industry, WeChat also repeatedly mentioned the keyword 'scene'. According to the above report, from the perspective of the past year, the scene of unmanned retail has become more abundant, and from the perspective of future industry development trends, it is easier to create demand for scenes that are fixed and closer to users. Take the 'Yinyin Love Hotel Self-service Vending Machine' as an example. This smart vending machine, which is placed in the hotel room and sells family planning supplies and sex toys, can be said to be aimed at sweet lovers within one meter. Later, I couldn't help but want to try, which indirectly stimulated consumption. As long as you can take advantage of the characteristics of vending machines, target blank rigid-needed categories, and do accurate scene-based marketing, you can become a leader in unmanned retail. Today, when unmanned shelves are not as popular as in the past, it is better to use the mature channel of vending machines to fill the gap in the unmanned retail market. Looking at the vending machine industry, in Japan, where labor costs and real estate rents are high, there is one vending machine for every 23 people, one for every 35 people in the United States, and one for every 6,500 people in China. This shows that my country’s automatic The growth space of the number of vending machines is quite high. From the category point of view, foreign vending machines involve all aspects of consumption, such as food, newspapers and books, flowers, cards, chargers, etc. Most of the domestic vending machines sell beverages. Therefore, my country’s vending machines also have considerable categories. Great room for play.