Can The Digital Pformation Of Physical Stores Help BELLE To Regain The Position Of "Shoe King"?

After the rise of the electricity supplier, the huge offline retail network has become a drag on BELLE, causing its unending predicament.

In April 18th, BELLE announced that its cooperation with Tencent in digitalization was further deepened: it was led by Tencent Yun Zhihui retail business department and Tencent excellent map laboratory as a technical responsibility, and BELLE based quality stores as a pilot entity store digital pformation project "excellent MALL" will be first landed in BELLE COCO Park NIKE shop, Futian, Shenzhen.

According to the plan, the excellent MALL will collect, filter, analyze and research data in terms of consumer conversion rate, residence time, basic attributes, regional thermal intensity, passenger flow line, VIP identification and habitual thief identification, and finally help store to optimize management in personnel deployment, display adjustment, and goods renewal.

In fact, the digital pformation of physical stores has become the consensus of the industry, whether it is supermarkets or convenience stores.

Shoes and bags are all involved.

This is also in line with what we have said. Retail has shifted from the original traffic centered to data centric. Through the collection and analysis of consumer data, we can improve the operational efficiency of the physical storefront and optimize the shopping experience of consumers.

This is an urgent need for BELLE.

"Wherever women pass by, there are BELLE", which was once BELLE's pride, but eventually became a burden on it.

It is understood that during the period from 2010 to 2012, BELLE developed 4 to 5 stores a day on average, and the sales network expanded rapidly, becoming a well deserved "generation shoe king".

But after the rise of the electricity supplier, the huge offline retail network has become a drag on BELLE, causing its unending predicament.

The digital pformation of MALL can help BELLE maximize its efficiency and enhance user experience.

For example: according to the regional thermal map of BELLE stores, it can clearly understand what the consumers stay longer before, and then adjust the structure of goods, so as to optimize the shopping experience of consumers.

According to the fluctuation chart of passenger flow, we can adjust the scheduling of the shopping guide.

But in fact, these are all in the ideal state of sexual desire, the most important thing is to see the use of these data by BELLE.

As we all know, in addition to the impact of the electricity supplier and the huge retail network, the biggest reason for BELLE's decline is "no change", which can not meet the changing needs of consumers.

In the eyes of many people, BELLE has not lost to the electricity supplier or to the online shopping, but has lost to the increasingly expensive price, the uglier style and the poorer quality and comfort.

In terms of style, too long chain leads to its slow updating style, which largely eliminates the customer's right to choose.

At the same time, the sinking of big brands, the rise of private brands and the cross-border of sports brands have made consumers choose more and more. Moreover, many designers are also moving towards the stage to communicate directly with consumers and make customization of products.

Under such circumstances, BELLE needs to know more about consumers' preferences through various ways, so as to meet the individual needs of consumers.

BELLE international chairman Zhang Lei once said: BELLE must continue to develop the ability of big data, and fully apply data and technology to consumers' discovery, consumers' touches and consumers' services.

The cooperation with Tencent has helped part of it. Whether we can do it all depends on whether or not it can grow half of it.