Looking at consumption upgrades from the Consumer Expo, how can “new retail” break through?

On July 27, during the professional audience exhibition day, the 2022 China International Consumer Goods Expo attracted more than 53,000 visitors; *** 85 events were held, including the 2nd Sustainable Consumption Summit Forum, and There were 45 global consumer forum series events; Ernst & Young, KPMG and other institutions released 25 professional consumer reports; 8 fashion week events were held, and 200 latest series of items were released. The reporter noticed that the article "Strive to complete consumption upgrades and new retail" is the message that exhibitors at this year's Consumer Expo want to convey together. (Reporter Liu Bing) Consumption upgrades, "fans" of young people Judging from the exhibits launched by exhibitors on July 26, it is a distinctive feature to closely follow consumption upgrades with creativity and performance. In order to cater to young consumer groups, Hainan Tourism Investment Holding Group Co., Ltd. brought first-line consumer electronics head brands to the Consumer Expo, entered the dual-circulation shopping global exhibition area, and launched DEVIALET's flagship Phantom series of speakers and other 3C series exhibits. Dell Technologies debuted with a full line of new consumer family members. Kevin Terwilliger, vice president and general manager of the mainstream PC business of the group's terminal products department, said that the new Inspiron Plus is tailor-made for modern consumers who love to create and desire to express and share freely. Its powerful configuration can help young people capture inspiration anytime, anywhere. Achieve sharing high-quality and wonderful works with others and bring "magic output" to young people. In addition, Dell continues to invest in the PC ecosystem and launches new monitors and peripherals to bring an "immersive" experience to consumers. Xiamen Sakura Partners Trading Co., Ltd. once again appeared with the well-known writing brand "Parker Pen" and debuted the "Parker Century Series Queen's Platinum Jubilee Commemorative Edition" in China. Song Qian, general manager of the company, said that Parker pens have a history of more than 100 years, are both fashionable and high-quality, and are consistent with the "high-quality line" positioning of this Consumer Expo. Redefining “things that represent China” and upgrading consumption are also reflected in the strong rise of domestic products. On July 26, the "Chinese Style Museum", which is located in the core area of ??the "Domestic Products Pavilion" of the Consumer Expo and covers an area of ????the largest area, was officially opened. In this core exhibition area of ??960 square meters, more than 30 brands took turns to appear in five days, refreshing global consumers' understanding of "things that represent China". In the "Chinese Customs" exhibition area, time-honored and intangible cultural heritage brands such as Cizhou Kiln, Yide Pavilion, Tongrentang, and Dade Culture, as well as new domestic brands such as Wudian and Lingke, gather together porcelain, pen and ink, incense, rice wine, tea, etc. This consumption element vividly reproduces the traditional poetic life of the Chinese people. Dotted around the "Chinese Scenery" exhibition area are the lights of technology that shine into various daily life scenes of Chinese people: from home cleaning, to gourmet cooking, from beauty and skin care, to entertainment and movie viewing, from electric surfing to three-dimensional flying cars. It presents the ideal life picture created by cutting-edge technology for Generation Z consumers. If porcelain, pen and ink, tea, etc. embody the traditional understanding of "things that represent China", then the fast-rising "Made in China" brands that appeared together with them in the "Chinese Style Museum" are It is a true portrayal of China’s current consumer trends. Taking the home consumption scene as an example, the "Stork" sweeping robot, "Zhuimi" floor washing machine, "Fengmi" laser home theater, "Supor" small kitchen appliances, and "Kadishi" smart door locks have become the new products of many Generation Z. The standard of life for young people. How does "new retail" seek breakthroughs? The reporter also noticed that breaking the traditional sales model and taking the "new retail" route is also the passion of many traditional brands. For example, "Lixiangguo" food, although it is quick-frozen and ready-to-eat semi-finished products, it completely adopts an online sales model. Mr. Li, an exhibitor from Shanghai, believes that consumption upgrading must be accompanied by a new type of retail, which can bring a different experience to consumers. The latest data from the National Bureau of Statistics shows that the ratio of offline to online sales of retail consumer goods in my country is currently 2.5:1. Judging from the data, offline retail still accounts for a certain proportion, but it is an indisputable trend to seek breakthroughs and take the "new retail" route. So how to make a breakthrough? On July 26, Ernst & Young released the "Retail Data Intelligent Value Realization Strategy" industry report at the Consumer Expo, which discussed the digital transformation of the retail consumer goods industry and the future of "new retail", as well as how cutting-edge technologies can be applied to retail scenarios. analyze. The report believes that data intelligence connects the business of industries and enterprises in a higher dimension, combines the algorithm advantages of artificial intelligence with business, and gradually deconstructs and reconstructs industry business logic. In the digital wave of the retail industry, the "digital and intelligent transformation" of people, goods, and stores is constantly deepening. Digital and intelligent changes continue to optimize the management of consumer groups, the management of retail goods, and the management of online and offline stores. Shao Rong, strategic partner of EY-Bozhilong, said that in the future, the digital intelligence of retail enterprises will not only focus on data in a certain dimension, but also integrate and open up the data of people, goods and stores as much as possible to achieve a truly new reality. retail ecology. In addition, one of the key points of digital transformation is to fundamentally enhance the availability of data. Massive retail terminal data from the "people and goods field" are fed back to brands in real time and accurately, thereby empowering brands to make data-driven strategic decisions. . Shao Rong said: "In the entire strategic architecture of retail data intelligence, the productivity of data elements can be released through the four steps of data collection, data identification, data analysis and data operation." From the agency's interpretation, Data management is an important part of the "new retail" ecosystem and a key point for many brands to seek sales breakthroughs.