直播累计17亿的销售“神话”还未淡去，国美就开启创造新纪录的旅途。近期，国美宣布将与央视新闻的合作再升级，前往全国31个省份巡回带货直播，而首场直播于7月25日在上海启动。
这场联手，是流量“变现”的一种直接嫁接和组合，发挥不同优势之间的强强联手，国美以本地化的门店、供应链、仓储和社群的优势，为消费者提升体验。而双方再次深度的合作也意味着，国美通过门店、社群的联动，探索直播模式初见成效，战略转型数字化本地零售的同时，开启家电零售的新路径。
还有一点值得关注的是，央视这一权威媒体与零售巨头的强强联合，也给其他企业的“带货直播”，提供了一个更有借鉴意义的样本——是时候摒弃那种一味依赖所谓“网红”的带货方式，深度思考如何将本地零售与直播巧妙结合，重塑零售价值的时候了！
“零售行业正向全面数字化发展，与央视新闻合作不仅可以激活消费市场，助力国家经济复苏。同时这也是完善国美数字化本地零售体系的关键一步。”国美零售总裁王俊洲说。
一、国美“直播+社群”
疫情之下，全国“大隔离”切断了线下社交，企业和用户原有链接已被打破。零售业无法营业，没有交易，与消费者失联，发生了一些列的未知连锁反应。
经此一役，传统零售企业不得不思考，如何向数字化转型？王俊洲回忆，疫情发生后，国美紧急启动了社群营销方案，提出了闭店不歇业，进行广泛社群营销。
国美以全国2600多家门店为核心，迅速建立了超17万社群，触达超6000万用户——这是一种与用户实现有效交互的重要方式，也成为支撑直播的重要支柱。
如何通过数字化实现精细运营，是亟待解决的难题。
“社群营销的模式凝结了国美的供应链优势、物流服务优势、社区社交优势，并将互联网技术运用到与用户交互的各个环节。”王俊洲介绍，2月28日，国美单日运营超过1亿元。
现在，国美上线了“门店”频道，用户可随时在线与国美最近门店的专业导购在线及时交流，也可与用户预约到店或上门进行面对面沟通。
在建设群运营基础上，国美还探索带货直播模式。而且，在入局直播的道路上，国美的起点很高，第一枪打得更是响彻。
今年5月1日，央视四大主持人康辉、撒贝宁、朱广权、尼格买提走进国美门店的直播间，3小时直播销售额达5.286亿，创造了全网直播最高纪录。
随后，国美联合董明珠、浙江卫视《奔跑吧》，以及央视网做了数场直播，都创造惊人的销售额和观看量，五场超级直播累计直播销售额已近30亿元。
这些颠覆性的动作，让行业直呼“更多的人看到了国美门店的变化”。一个最直观的数据是，通过社群触达的6000多万用户，国美的销售转化率达到了30%，这样的转化率远远高于电商平台。
“接下来，通过在31个省份的巡回带货直播，将有助于当地的经济复苏。”在王俊洲看来，以“本地化直播零售模式”为代表的新型消费不仅能激活消费，还能实现经济转型升级，在疫情后的经济复苏中发挥着重要作用。
实际上，这是另一种方式的“下沉”。国美的2600多家门店，也已深入到全国各层级市场，从一线城市到二三线城市，再到四五线城市，国美已经成为经济的毛细血管。全国31个省份巡回带货直播无疑将这种“下沉”的燃点引爆，让国美品牌和产品在下沉市场中更深入人心。
据了解，国美直播凭借传统零售的优势，结合门店场景，向用户推荐新产品、新功能，分享保养、维修等支持，运用场景代入感，让直播内容更加丰富，同时加速用户的购买决策。
如此来看，国美的门店与直播正在形成互补，满足不同人群的购物需求。
踏进直播的国美，没有“自嗨”，而是开放合作——在平台方联合央视新闻顶级头部媒体，以及微信小程序、拼多多、京东等多个平台，通过线上“社群+直播”和线下实景体验的多元化的内容直播模式，重新定义带货直播。
有业内人士表示，“社群+直播”模式的成功之处在于，它充分挖掘带货直播、社群社交的潜力实现营销链条的裂变，并以品牌信誉度背书，以完善的门店体系、强大的物流能力为基础，努力向用户提供标准化、产品化的服务。
而“社群+直播”的模式，已成为国美发展的增长极，也是国美向服务商转型的重要战略。
在后服务市场中，转型数字化的国美也没有掉以轻心，将标准化的产品服务延伸到入户到家、上门安装、维修服务等全流程，形成完整的闭环消费体验。
对此，王俊洲则表示，直播卖货不是重点，重点是和用户分享新的生活理念和方式，让用户看到中国制造的力量。
二、建立线上消费者入口
《2020中国“社交零售”白皮书》中有这样一组数据，中国社交媒体和渗透率高达97%，社交零售高达71%，消费者每天使用社交媒体的时间超过2.3小时。
这表明，零售业正在进入数字化的时代。在国美看来，建立线上的消费者入口，是数字化转型的关键步骤。
7月初，国美APP“门店”频道上线。
顾名思义，“门店”频道就是将线下门店搬到了线上，即每个门店服务周边3-5公里的社群用户，以“真人即时在线解答+商品快速送达+到店、到家服务”的全链条经营模式，与用户形成深度链接。
实质上，这是国美在本地零售探索的新路径。据了解，用户可随时在线与门店的专业导购在线及时交流，也可由用户预约到店或上门进行面对面沟通。
国美相关负责人透露，“门店”频道产生的销售收入已占整体销售收入的50%以上，充分显示出“门店”频道的市场潜力和消费者对其的认可度、使用率。
在国美的规划中，门店不仅是服务的支点，更是小件物流的前置仓，通过前置仓将库存前置，商品备在距离用户最近的地方，以此达到最快的响应速度。
虽然“门店”频道近期才刚刚上线，但早在疫情期间，国美就依托门店建立了“网络化”的社群运营能力，实现高达30%以上的销售转化率，同时基于社群和国美管家服务平台，国美还具备“入户到家”、安装及维修的后服务能力。
在618期间，国美又推出小件商品“闪店送”服务，用户登录国美APP进入门店频道，即可选择离用户最近的门店，享受中小件订单2小时极速直送到家的服务。
更明显的例子是，华为P40手机发布的当晚，国美门店附近社区的用户，下单后18分钟就拿到购买的该款手机——如此快速的送达服务，在以往，只有在双十一等特大型促销活动，极少数互联网巨头才能具备的这样的物流服务能力。
这个小小细节的变化意味着国美这个实体零售巨头，通过数千家门店，全链条经营模式已然成形，并真正做到了与用户形成深度链接，成为用户无论是线上还是线下、交易还是交互，均能触手可达，所见即所得，实现了“从地到天”即线上线下的真正融合。
而这，是零售行业下一轮竞争中的决胜关键。
三、生态下的商业逻辑
悄无声息的，国美已凭借数千家线下门店，通过直播、社群和门店APP等多种方式，将传统零售的消费者互联网化。
事实上，国美早已不再是传统的零售商。除了服务属性之外，随着国美数字化战略的不断推进，国美门店正在成为社群流量、线下流量的聚集地，加之门店3~5公里服务辐射半径所吸引的社区流量，门店也正成为一个新的流量汇聚点。
通过多方数据在门店实现交互后，国美可以形成精准的用户画像，并快速反哺到社群、供应链、服务等端口，进一步提升运营效率。
归结起来，国美的数字化转型正是围绕零售数字化的本质，即解决效率问题，降本增效，通过提升运营效率，从而提升竞争力。
以零售行业最核心的供应链能力为例，国美在全国有数百个仓储中心、数万名物流配送人员，并拥有完整的售后服务保障体系和2600多家门店作为前置仓，这种店仓型物流体系，立体覆盖门店周围3-5公里，可以让数码、家电商品也像生鲜商品一样实现极速达——这也是为什么18分钟就可以实现送货上门的原因。
而国美则通过大数据分析，重构人、货、场，提升合作品牌商的运营效率，进而提升用户体验，提升整体销售业绩。
当下，中国进入后疫情时代，抗疫能力被得到验证的同时，国美的数字化战略也在市场的实践中得到了进一步的验证。
值得一提的是，此前，国美零售相继与拼多多、京东牵手成功，三者分别在联合采购、联合营销、物流、家电后服务、加盟店等多层面加大合作力度。
进一步讲，国美将为京东提供家电与“家·生活”整体解决方案等优势性商品，扩充拼多多、京东平台家电商品品类，而拼多多、京东将为国美提供非家电商品，扩充国美商品SKU。
物流方面，国美安迅物流全面对接拼多多、京东平台，共同梳理线路、互为补充，实现仓储物流服务更广泛的覆盖。
安迅物流将为拼多多、京东提供大家电送装解决方案,届时安迅物流中大件家电的自营物流仓储、配送服务，特别是大家电“送装同步”服务将向拼多多、京东全面开放。
如此来看，国美与拼多多和京东的合作，不只是供应链与物流互补那么简单，而是覆盖线上线下、多项业务的全面合作，也势必为双方创造更大的成长空间。比如，国美17万个社群也同时向京东全面开放，这种流量互补形成的聚合与裂变效率，未来将进一步释放。
一个“到店、到家、到网、社群”的四元一体的零售模型，正在国美的主导下，愈加清晰。对于国美门店的新定义，央视特约财经评论员包冉评价道：未来，国美的门店不单单是一个体验中心，一个服务触角，更是一个数据基站。
有专家预判说，未来只有一种企业，就是数字企业。而国美搭乘数字化的列车，已经跑在了最前列。
翻译：
The “myth” of live streaming sales of 1.7 billion has not faded, Gome is on its way to a new record.
Recently, Gome announced that the cooperation with CCTV News will be upgraded again, to the 31 provinces of the country tour live, and the first live broadcast in Shanghai on July 25.
This cooperation is a direct grafting and combination of “realization” of traffic, giving play to the strong cooperation between different advantages. Gome improves the experience for consumers with the advantages of localized stores, supply chains, warehousing and communities.
The in-depth cooperation between the two parties also means that Gome has achieved initial results in exploring the live broadcast mode through the linkage of stores and communities, and opened a new path of home appliance retail while transforming the digital local retail strategy.
Another point worth paying attention to is that the powerful combination of CCTV, an authoritative media and retail giants, also provides a more referential sample for other enterprises’ “live streaming with goods”. It is time to abandon the way of blindly relying on the so-called “Internet celebrities”, and deeply think about how to cleverly combine local retail and live streaming to reshape retail value!
“The retail industry is moving towards full digital development, and cooperation with CCTV News can not only activate the consumer market and help the country’s economic recovery. It is also a key step in improving Gome’s digital local retail system.” Gome retail president Wang Junzhou said.
1. Gome “Live + Community”
Under the epidemic, the national “great quarantine” has cut off offline social communication, and the original links between enterprises and users have been broken. The retail sector is closed, there are no transactions, there is no contact with consumers, there are a number of unknown chain reactions.
After this battle, traditional retail enterprises have to think, how to transform to digital? Wang Junzhou recalled that after the outbreak of the epidemic, Gome launched an emergency community marketing program, proposed to close the shop and do not close the business, a wide range of community marketing.
With more than 2,600 stores across the country as the core, Gome quickly established more than 170,000 communities, reaching more than 60 million users — an important way to achieve effective interaction with users, which has also become an important pillar supporting live streaming.
How to realize fine operation through digitization is an urgent problem to be solved.
“The mode of community marketing condenses the advantages of Gome’s supply chain, logistics service, community social, and uses Internet technology to interact with users in every link.” Wang Junzhou said that on February 28, Gome’s daily operation exceeded 100 million yuan.
Now, Gome has launched the “Store” channel. Users can communicate with the professional shopping guides in the nearest Gome stores online at any time. They can also make an appointment for face-to-face communication with users in the store or at the door.
On the basis of the construction group operation, Gome also explores the mode of live streaming with goods. Moreover, in the bureau live on the road, Gome’s starting point is very high, the first shot is ringing.
On May 1 this year, CCTV’s four hosts Kang Hui, Sa Beining, Zhu Guangquan and Niagmaiti walked into the Gome store’s broadcast room.
The 3-hour live broadcast sales reached 528.6 million, creating the highest record of the whole network live broadcast.
Subsequently, Gome cooperated with Dong Mingzhu, Zhejiang Satellite TV “Running”, and CCTV network to do a number of live broadcasts, all created amazing sales and viewing volume, five super live broadcast cumulative sales of nearly 3 billion yuan.
These disruptive actions, let the industry directly called “more people see the changes in Gome stores.” One of the most intuitive data is that the sales conversion rate of Gome reached 30% through the more than 60 million users reached through social media, which is much higher than the e-commerce platform.
“Next, it will help local economic recovery through the live delivery tour in 31 provinces.” In Wang Junzhou’s view, the new consumption represented by the “localized live streaming retail model” can not only activate consumption, but also realize economic transformation and upgrading, playing an important role in the post-epidemic economic recovery.
In fact, this is “sinking” in another way. Gome’s more than 2,600 stores have also penetrated into all levels of markets across the country, from first-tier cities to second – and third-tier cities, and then to fourth – and fifth-tier cities. Gome has become an economic capillary. There is no doubt that the live tour of 31 provinces will detonate this “sinking” ignition point, so that Gome brand and products in the sinking market more popular.
It is understood that Gome Live, with the advantages of traditional retail, combined with the scene of the store, recommends new products and new functions to users, shares maintenance, repair and other support, and uses the sense of scene substitution to enrich the content of live broadcast and speed up the purchase decision of users.
In this way, Gome’s stores and live streaming are complementing each other to meet the shopping needs of different groups.
Step into the live Gome, no “hi”, but open cooperation – in the platform joint CCTV news top head media, as well as wechat small program, Pinduoduo, Jingdong and other platforms, through the online “community + live” and offline live experience of diversified content live mode, redefine the live with goods.
Some industry insiders said that the success of the “community + live” model lies in that it fully excavates the potential of live streaming and social networking to realize the fission of the marketing chain, and endorsing the brand reputation, based on the perfect store system and strong logistics capability, and strives to provide users with standardized and productized services.
The mode of “community + live broadcast” has become the growth pole of Gome’s development, and also an important strategy for Gome to transform into a service provider.
In the post-service market, Gome, transformed into a digital company, did not take things lightly. It extended standardized products and services to the whole process of in-home, door-to-door installation and maintenance services, forming a complete closed-loop consumption experience.
In response, Wang Junzhou said that the focus is not on selling goods, but on sharing new life concepts and ways with users, so that users can see the power of made in China.
2. Establish an online consumer portal
According to the White Paper on China’s “Social Retail” 2020, China’s social media and penetration rate is as high as 97%, social retail is as high as 71%, and consumers spend more than 2.3 hours per day on social media.
This shows that retail is entering the digital age. In Gome’s view, establishing an online consumer portal is a key step in its digital transformation.
In early July, Gome’s APP “store” channel was launched.
As the name implies, “store” channel is to move the offline stores to the online, that is, each store serves the surrounding 3-5 kilometers of social users, with the full chain business model of “real person instant online answer + goods fast delivery + store, home service”, to form a deep link with users.
In essence, this is a new path for Gome to explore in local retail. It is understood that users can communicate with the professional shopping guides online at any time, and users can also make an appointment to the store or to the door for face-to-face communication.
Gome relevant person revealed that the sales revenue generated by the “store” channel has accounted for more than 50% of the overall sales revenue, which fully shows the market potential of the “store” channel and the recognition and utilization rate of consumers.
In Gome’s planning, stores are not only the fulcrum of service, but also the pre-warehouse of small goods logistics.
Through the pre-warehouse, the inventory is pre-stocked and the goods are prepared in the closest place to the users, so as to achieve the fastest response speed.
Although the “Store” channel was just launched recently, Gome established a “networked” community operation capacity based on the store during the epidemic period, achieving a sales conversion rate of up to 30%. At the same time, based on the community and Gome butler service platform, Gome also has the post-service capacity of “home to home”, installation and maintenance.
During the 618 period, Gome also launched the “flash store delivery” service for small goods. Users can log in to the Gome APP and enter the store channel, choose the nearest store to the user. And enjoy the service of two-hour direct delivery of small and medium-sized goods to their home.
More notably, on the night of the launch of Huawei’s P40 phone, customers in the neighborhood around the Gome store received their orders within 18 minutes — such fast delivery that few Internet giants in the past have been able to deliver the kind of logistics only in the form of huge sales campaigns such as Singles’ Day.
This small detail change means that Gome, a brick-and-mortar retail giant, has formed a full-chain business model through thousands of stores. And has truly formed a deep link with users, making them accessible online or offline, trading or interacting. What you see is what you get, and realizing the true integration of “from earth to heaven”. That is, online and offline.
This is the key to the next round of competition in the retail industry.
3. Business logic under ecology
Quietly, Gome has used thousands of offline stores to internetize consumers of traditional retail through live streaming, social networks and store apps.
In fact, Gome has long ceased to be a traditional retailer. In addition to service attributes, with the continuous advancement of Gome’s digital strateg. Gome stores are becoming a gathering place for community traffic and offline traffic. In addition, with the community traffic attracted by the 3-5km service radiation radius of Gome stores. They are also becoming a new gathering point for traffic.
Through multi-party data interaction in stores, Gome can form accurate user portraits. And quickly feed back to the community, supply chain, service and other ports, to further improve operation efficiency.
To sum up, Gome’s digital transformation revolves around the essence of retail digitalization. Which is to solve the problem of efficiency, reduce costs and increase efficiency, and enhance competitiveness through improving operational efficiency.
Take the core supply chain capability of the retail industry as an example. Gome has hundreds of warehouse centers and tens of thousands of logistics and distribution personnel nationwide. A complete after-sales service guarantee system and more than 2,600 stores as front warehouses. This store-type logistics system covers 3-5 kilometers around the stores. Digital and home appliance products can be delivered as quickly as fresh goods — which is why they can be delivered to your door in 18 minutes.
Gome, on the other hand, restructures people, goods and fields through big data analysis to improve the operation efficiency of its brand partners. Thereby improving user experience and overall sales performance.
At present, China has entered the post-epidemic era. While the anti-epidemic capability has been verified, Gome’s digital strategy has also been further verified in the market practice.
It is worth mentioning that before, Gome retail has been successful in hand with Pinduoduo and Jingdong. Respectively in joint procurement, joint marketing, logistics, home appliances after service, franchise stores and other levels to increase cooperation.
Further speaking, Gome will provide Jingdong with home appliances and “home life” overall solutions and other advantageous products to expand the categories of home appliances on Pinduoduo and Jingdong platform. While Pinduoduo and Jingdong will provide Gome with non-home appliances and expand Gome SKUs.
In terms of logistics, Gome Anxun Logistics fully connects with Pinduoduo and Jingdong platforms to jointly sort out routes and complement each other to achieve broader coverage of warehousing and logistics services.
Anxun Logistics will provide Pinduoduo and Jingdong with solutions for electrical delivery and assembly.
At that time, the self-operated logistics warehousing and distribution services of large household appliances of Anxun Logistics. Especially the “synchronous delivery and assembly” service of electric appliances of Anxun Logistics will be fully open to Pinduoduo and Jingdong.
From this point of view, the cooperation between Gome, Pinduoduo and Jingdong is not only the complementary supply chain and logistics. But a comprehensive cooperation covering online and offline businesses. Which is bound to create greater room for growth for both sides. For example, Gome’s 170,000 communities are also fully open to Jingdong at the same time. The polymerization and fission efficiency formed by the complementary flow will be further released in the future.
A “store, home, network, community” of the four-in-one retail model, under the leadership of Gome, more and more clear. As for the new definition of Gome stores, CCTV special financial commentator Bao Ran commented:. In the future, Gome stores are not only an experience center, a service antenna, but also a data base station.
Some experts predict that there is only one kind of enterprise in the future, that is, digital enterprise. And Gome take the digital train, has run in the forefront.
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