Frontier sharing | The new retail consumption phenomenon under the trend

Issuing time:2021-12-25 11:33


The fragmented content of people, the homogenized competition of goods, and the global linkage of fields are a huge challenge for all enterprises. How to keep up with the changing market trends, maintain the existing competitive advantages, and create products that can be iterated is a big problem in front of every enterprise.



The business society is changing rapidly, the public's consumption concept is constantly upgrading, and the competitive new consumption model is emerging in an endless stream. How to bring new vitality to this frequently changing era?


What can new Internet celebrities and evergreen enterprises learn from each other?


How far can new consumer brands go?


...



On December 23, on the grounds of win-win sharing, Zhu Quan, chairman of the Group, was invited to Qincheng Industrial Group to share a "New retail consumption phenomenon under the trend", carrying the experience of global brand operation and management, and brought a wonderful audio-visual feast for the industry elites present.


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Xiangtianxia Group core team, Tianfu New District China Merchants Planning and Construction Department Minister Chen Jing, Zunshang Baili team, Longxing Tiancheng team, Qincheng Group staff attended this sharing meeting to jointly understand the development of new consumption phenomenon.


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Xiangtianxia Group was established nearly 20 years ago, has been deep in the field of consumption, as a well-known brand in the industry, Zhu Zong for you to share those experiences on new retail consumption?




Consumption upgrade Opens a new mode of scenario consumption



After several years of development, new retail consumption is no longer limited to meeting customers' purchase needs, with richer material conditions and more diversified consumption scenarios.



Zhu believes that the consumer market continues to evolve, and product homogenization is serious. Space and consumption scenarios become the core competitiveness of future consumption. Scene creation emphasizes the sense of substitution, experience, atmosphere and integration, and culture is the most important symbol in the scene.



Taking itself as an example, Xiangtianxia Group has deeply observed the development trend of the industry in recent years, created a number of successful scene consumption cases, built an excellent intelligent retail scene in the catering industry, constructed a new operation bridge between "people", "goods" and "field", and improved the service quality and efficiency of "field" and "goods" to "people".


Base fire and beef hot pot


Chengdu Banquet · Black Pearl Restaurant


New Cantonese food in the sky


Matsuyun sent on · Exquisite lake food



Focus on the future to change the traditional field, goods, people thinking



No matter how the market changes, the field, goods and people are still the essence of consumption and retail, and scene creation is the core of promoting the change of people and goods. Nowadays, the post-90s and even post-95s have begun to become the core consumer groups, they pay more attention to the role of the scene in consumption, and excellent scene creation can stimulate their desire to buy.





Therefore, Zhu believes that what can form a strong memory in the minds of consumers is the scene, and the differentiation and uniqueness of the scene are more able to impress consumers. The product not only refers to the product itself, but also the scene in which the product is located.


Its essence is that addiction, escape pain, icing on the cake, and the three core elements of product packaging: directly hit the theme, consumer awakening, salivating.



"Combining the field, goods and people, changing the thinking of the traditional field, goods and people, and creating a new consumption model can follow the changes in the market and seize the new consumption outlet."



After listening to Zhu's efforts to share, the industry colleagues at the scene also have a deeper understanding of new consumption, to express some new understandings and new experiences on new retail consumption.


Multifaceted analysis of corporate and personal thinking



In the context of the rapid development of the Internet, Liu Yong of Chin Chengwen Company believes that exploring the use of new retail models to upgrade the consumer shopping experience, promote the change of consumer shopping methods, and build an all-channel ecological pattern of retail will become an important way to achieve innovative development in the future.




Thinking from the perspective of managers, Wang Linxin from Qincheng Industrial Group shared that as a manager, we should learn and improve the automatic update system to be clear about our goals, in order to establish the corresponding awareness of results and contribution, in order to better empower the enterprise.




Thinking from the perspective of managers, Wang Linxin from Qincheng Industrial Group shared that as a manager, we should learn and improve the automatic update system to be clear about our goals, in order to establish the corresponding awareness of results and contribution, in order to better empower the enterprise.




Some people said: "Harvest a lot, benefit a lot!" The in-depth sharing brought by Zhu Zong has made everyone rethink a lot of problems, broadened the thinking mode from a deeper level, and explored and planned the future development direction from multiple angles.



epilogue



"New Retail Consumption Model under the Trend" is an innovative sharing session and an exchange meeting to build a win-win situation.



Mr. Zhu's emotional sharing meeting not only unlocked the consumption phenomenon of new retail and the community password of young people, but also provided us with a new new retail idea, as well as the development direction of future business models, which gave this sharing a deeper meaning.







In the future, we will look at the consumption phenomenon of new retail from a more long-term and novel perspective, and overcome the difficulties encountered in adapting to new consumption. "One hundred achievements further", Xiangtian Group is confident that it will do bigger and go further!



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