The future of retail

Since the outbreak of the epidemic, consumers have gradually begun to realize the importance of "order and delivery"

Help offline retail pick up

Under the attack of the epidemic and online retail, offline retail traffic has been seriously lost, and sales have declined

Catalyzed by the epidemic, O2O has ushered in a period of explosive growth, and more and more brands have begun to enter the O2O channel in order to gain additional market opportunities

In 2021, the epidemic will become normalized, online growth will be slightly weak, and offline sales will increase from negative to positive.

Taking Shanghai as an example, many catering companies in Shanghai have launched community group buying business, breaking the negative growth in performance, covering more consumers outside the store map, expanding the potential market, and paving the way for the recovery of passenger flow after the epidemic

Online extension of offline scenes

Under the catalysis of the epidemic, consumers have shifted and migrated online on a large scale

The research in "Review and Exploration of Retail O2O in the New Normal" recently released by Nielsen IQ shows that the O2O marketing model is both a contradiction and a shield for offline retailers mainly based on physical stores

Relevant data shows that nearly half of O2O consumers are 25-34 year olds.

Fast-moving consumer goods have a lot of room for development

For fast-moving consumer goods, there is relatively more immediate consumption, and O2O delivery in half an hour or an hour is more in line with consumers' purchasing needs

Taking yogurt as an example, the data shows that from January to February, the yogurt category Daojia business revenue reached 2.

Relevant data shows that in the consumer market of different levels of cities, the development stages of the categories on the O2O platform are different

In the case of the loss of customers in offline retail stores, O2O can effectively extend the consumption scenarios of essential food and leisure food (such as baby milk powder, simple snacks, instant noodles) with its "hourly delivery" feature to meet the immediate needs of consumers

Head suppliers have more competitive advantages

Through the method of Internet + digitization + scene, O2O allows brand owners to get closer to consumers, driving sales growth, and at the same time, it can also enhance the digital capabilities of retailers and empower business growth

　　As an extension of offline channel competition, O2O will be a must for suppliers of any category

　　Experts pointed out that in the post-epidemic era, the new normalization of consumption patterns has further strengthened consumers' awareness and use of O2O, and the O2O market is bound to develop rapidly

　　(Comprehensive arrangement by Gao Na)

　　"China Food News" (May 06, 2022 Edition 07)

　　(Editor in charge: Wang Ning)