What does the new retail of the hotel mean?

The emergence of the new retail concept is not accidental. If we examine the economic background of the emergence of new retail, it is not difficult to find that after the barbaric growth of e-commerce, it encounters the double ceiling of lack of traffic and experience, and the online dividend disappears, while the growth rate of traditional industries is slow and inefficient, and new retail comes into being. In addition, from the user side, the trend of consumption upgrading forces enterprises to change.

The essence of new retail is efficiency, and the essence of efficiency is consumer experience. "New retail" is to bring the experience and advantages of e-commerce into physical retail through online and offline interactive integration, improve shopping experience and improve circulation efficiency. Its realization requires not only the integration of Internet and physical retail channels, but also the innovation of R&D and design, the optimization of manufacturing links, the transformation of supply chain, and the analysis of consumer demand based on big data capabilities.

In addition, the basic services such as modern logistics, mobile payment, finance and technical systems required by new retail are constantly improving and maturing, which can really support the purpose of offline integration.

So it is not difficult to understand why the new retail concept has been widely echoed by the society as soon as it appears. This is not because the word itself is smart, but because the concept cuts into the context of the development of related industries in the era of change.

For example, in the traditional hotel industry, hotels that have been guiding customers through OTA have already ushered in the ceiling of traffic, which is in a very embarrassing situation: using OTA has high commission, long billing cycle and high customer turnover rate; Without OTA, there are few tourists and the room vacancy rate is high. In addition, the upgrading of consumer demand also forced the hotel to transform. So how does the hotel formulate a reasonable new retail development strategy? How to build a reasonable marketing system, in order to maximize the use of existing hotel resources, so that the hotel's new retail transformation investment is minimal and the risk is minimal? In fact, the easiest way is to "follow the trend."