2024-10-21
Lin Jinghua, Vice President of Tencent, talks about smart retail: What is the new business format.com 2.0?
Source:2024-10-22
As a digital assistant and connector, what exactly is Tencent doing in the retail industry? Lin Jinghua, vice president of Tencent and head of Tencent's smart retail, summarized it in one sentence:User-centered digital full-touch model.
Lin Jinghua said that the retail industry has developed for hundreds of years. Before the Internet era, retail was market-centered-choosing where to open a store, selling the goods I hope to sell, finding the location, finding the prosperous shop, and finding the flow of people, and completing the business. The Internet has turned this market into a website, which is the model of platform e-commerce.
"Especially under the reform of the mobile Internet, another change in the retail trend is people-centered and regaining various connections and various contacts.
Some of the contacts under and online come from objects, contacts from people's own social networks, and commercial contacts. In the past, some of these contacts existed in physical retail stores, and some existed in virtual online. These different contacts all came from the intersection of people, goods, and markets. How do we string these contacts one by one, put people at the core, and integrate adult freight yards? This is the most important concept in smart retail."
On this basis, Lin Jinghua deduced two specific operable models: one is "digitization of passenger flow in existing formats", and the other is how to extend commerce online, also known as "new formats.com 2.0". Through these two operating models integrate and blend with each other to form a new retail digitalization.
What is "digitalization of passenger flow in existing business formats"? Lin Jinghua gave an example: Mengniu does not open a store, how can Mengniu interact with users? Through a code on Mengniu's bottle, after scanning the code, users can directly participate in Mengniu's interaction, allowing Mengniu to accumulate users 'data assets and at the same time letting Mengniu know who drank his milk.
What is ".com 2.0"? Lin Jinghua introduced that the most effective form at present is the new ".com 2.0" established with Mini programs as the carrier and social networking as the blood vessel, including the brand's official Mini programs, shopping guides, social fission, etc.
He also gave an example: Ling Zhi is in the clothing business and has tens of thousands of shopping guides. We provide support to the shopping guide through a large-scale digital assistant, so that the shopping guide can connect with the user and generate additional performance. The actual situation is that 20% of the performance of the same shopping guide comes from the time of closing the store.
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