The new retail model is driven by information technology, centered on shopping scenes that meet the diverse needs of consumers, and reconstructs the three elements of people, goods and market online and offline, forming a brand-new business form of "commodity communication, member communication and payment". The arrival of the new retail era has undoubtedly brought challenges to direct selling.
1. the challenge of improving consumer demand
The times are developing and people's living standards are improving. People's consumer goods are no longer limited to the original necessities of life, and now the proportion of non-necessities such as leisure and health care in the consumption field is also increasing. From a certain point of view, this is the change of "people" and "things" in the new retail. People in different times have different shopping habits and consumption needs. Online shoppers value the convenience of shopping; Offline consumers emphasize service and experience. In terms of products, direct selling products are mainly middle-aged and elderly consumers. How to attract young people's attention and produce products that are popular with the younger generation is a challenge facing the industry at present and in the future.
2. Innovation of sales platform and shopping path
The new retail reconstructs the three elements of online and offline people, goods and market, in which "market" is not only the sales platform of online merchants, but also the shopping path of online consumers. Today, with the development of online sales methods, direct selling, which is mainly based on offline operation, has to think about innovative platforms. The biggest impact of new marketing models such as e-commerce WeChat business on direct selling is the diversified innovation of the platform. The development of mobile internet has given new retail technical support in marketing mode, integrated online and offline resources, opened up the whole supply chain, and made consumption transparent and convenient. Direct selling only depends on offline stores. In the development trend of the times, it will be eliminated by the times.
3. The challenge of brand and trading system upgrade
Today's direct selling enterprises can no longer be satisfied with the old branding or marketing methods such as meetings, word-of-mouth communication, one-to-many demonstrations and experiences, and must adopt more popular brand marketing methods to help clinch a deal. In the past, the high-priced and closed management model that relied on information asymmetry to make profits is no longer suitable for the future development of direct selling. The future direct selling model must be decentralized, borderless and personalized. In addition, in the new retail era, the value of production base, the operation of experience stores and the relationship between dealers will be different, and the trading system will be different, which will bring challenges to direct selling enterprises.