Enter Tencent's Layout To Create A New Mode Of Smart Retailing

Local high-end women's clothing brand -- The Limited by Share Ltd (hereinafter referred to as "long style shares"), recently announced that The company plans to join hands with Tencent to jointly explore and create a new business model of "smart retail". For this reason, the company is scheduled to convene the theme of "smart future August 30th smart retailing strategy release and 2019 autumn and Winter Conference" at the headquarters of the company in the company's headquarters.

Since 2014, the company has been committed to relying on the industry leading edge of customers, brands, design, channels, supply chain, operation management and marketing promotion accumulated over the past 10 years in the field of high-end women's clothing in China. It has actively expanded and deepens the domestic first-class, interconnected and collaborative fashion industry group, such as fashion women's clothing, medical beauty, green baby, cosmetics and so on. Following the rapid evolution of the latest application technologies such as the Internet and its big data, information technology and intellectualization, the apparel industry has entered a new era of smart retailing, and the company has made the above plan.

Insiders said that the early stage of online platform development, the power of the Internet broke the geographical restrictions, enjoyed a certain amount of dividends, and the cost of acquiring passengers was lower than that of offline. However, with the fierce competition on the Internet, the volume of traffic tends to be centralized. The traditional advantages of online links breaking information asymmetry are fading away, and the physical links near the line are closer to the advantages of consumers and become a new flow entry.

With the rapid growth of e-commerce in China over the past decade, the growth rate has gradually declined. According to the National Bureau of statistics, the growth of online retail sales in China dropped from 67.5% in 2012 to 26.2% in 2016. In 2017, with the rise of new retail and smart retailing, the growth of online retail sales increased again. In addition, the proportion of online retail sales in the total retail sales of consumer goods is still only about 1/5, and mass consumption is still settling down online.

According to the results of the financial report, in the 2017 year, the company achieved 2 billion 354 million operating income, up 72.10% from the same period last year, and the net profit attributable to shareholders of listed companies was 192 million yuan, an increase of 17.07% over the same period last year. As for the reasons for the growth of performance, the company said that during the reporting period, fashion women kept up with the demand of the market, adjusting the layout and marketing innovation in a timely fashion to enhance the younger generation and fashion sense of product design in order to enhance the comprehensive operation capability and brand impact of Online, offline and interconnected businesses. The business income of women's clothing business was 1 billion 117 million 457 thousand and 300 yuan, an increase of 14.36% over the same period last year. At the same time, with the active expansion of the collaborative business areas such as medical beauty and asset management, the income and profit contribution of the new business segment grew steadily, and the performance was completed in line with expectations.

Wu Chao, a researcher at CITIC Securities and investment bank, introduced Ali, Jingdong and other electricity supplier leading platforms through investment or acquisition of retail outlets under the layout line. For example, Alibaba shares shares in sunning and shares. Bailian Group Privatization Yintai business And explore new formats and new models with the help of box horse fresh products; Jingdong realizes the fresh door-to-door distribution to the home, the dada and the Jingdong to the home through the advanced logistics system, and then strengthens the consumer's experience. It also works with Yonghui supermarket and WAL-MART to carry out the unbounded retail business, so as to realize the transformation of the fourth retail trade. In contrast, Tencent lacks the gene of the electricity supplier. Although Tencent has laid out Tencent cloud, advertising, AI algorithm and mobile payment for smart retailing, there is still a lack of access and bridge connecting online and offline. How to find a convenient way to connect 1 billion WeChat users (offline) and offline stores is a difficult problem for Tencent and partners.

However, Wu Chao also admitted that although the Tencent has built a perfect supporting system, it still lacks a bridge connecting the user attributes and the online user attributes under the line. "Everything is in short supply." For example, users are shopping online, though they are paid by WeChat (with online user attributes), but then they want to go in to find out which stores they have visited before, and what they have bought. The emergence of small programs solves this problem perfectly. Through the small businesses of different businesses, the user's consumption records can be well preserved, and they can see which stores they have visited and what commodities they have bought, and the convenience of repurchase is the same as that of online shopping. For businesses, "WeChat payment + small program" to open up the user's online and offline attributes, and then become a member after WeChat payment, to help businesses achieve multiple scene connectivity and more precise membership operation mode. On this basis, big data operation is logical, businesses can better understand their consumption scenario preferences, spending power, purchase preferences, etc., can make use of Tencent's social advertising, video, coupons and other more accurate marketing.

As far as the shares are concerned, it has caught the demand of high-end clothing for women, and has established a brand position in the high-end women's clothing industry, and has accumulated valuable customer resources, namely, the pursuit of fashionable and exquisite life and strong consumption ability of women.

　　招商证券分析师孙妤介绍，自2014年下半年以来，公司将时尚的触角由中高端女装延伸到受惠于二胎政策的婴童服饰及用品业务以及“颜值经济”市场机遇驱动的化妆品业务及医美业务，并提出了构建国际化及互联网化“泛时尚生态圈”的战略部署(相继于2014收购韩国上市公司阿卡邦，2015年在互联网领域参股时尚APP明星衣橱及国内品牌电商营销及运营服务商若羽臣，继续加强在互联网“变现”和“增值”产业通路上的布局，并为线下时尚产业及阿卡邦母婴等业务的互联网化发展提供了载体;后又布局L&P，凭借其在化妆品领域的产品开发能力和品牌影响力，快速地切入中国的化妆品市场，同时，参股了韩国整形美容机构梦想医院，并于2016年6月收购中国米兰柏羽整形医院及晶肤连锁皮肤护理机构，与韩国业务进行对接)。

Sun Yu believed that Lancy Four fields covering women's clothing, baby, cosmetics and medical beauty have been successfully constructed. Fashion industry The layout will be Lancy Later development brings infinite possibilities. From this point of view, we have clear thinking, and the three new fields of infant, medical beauty and cosmetics have broad prospects for development, and the synergy effect between businesses is high. In the future, the strategy of ecological circle will be gradually improved through the continuous promotion of China and South Korea's consumption upgrading Internet fund. In the long run, look at the synergy and development prospects of many good businesses.