On November 25th, two Lingxian supermarkets under Beijing Huaguan Commercial opened for customers on the same day, which is the second time that Huaguan Commercial has opened both stores since January 9th this year. During the period, Ms. Xiao Ying, the general manager of Huaguan Commerce, had a brief exchange with industry media such as Lianshang. com to talk freely about Huaguan's business initiatives in 2017 and future strategic adjustments.

       As a regional leading enterprise deeply rooted in Fangshan, Beijing, Xiao Ying leads Huaguan Commerce to constantly break through itself. In 2017, Huaguan carried out a series of upgrades and transformations on its offline stores, and up to now, it has expanded and transformed 25 stores. In terms of future expansion planning, Xiao Ying stated that the expected goal of Huaguan in the future is to have a life center of 10000 to 50000 square meters in at least 23 townships in Fangshan area.

Moreover, in recent years, Huaguan Commercial has adhered to the synchronization of store expansion with informatization, digitization, and intelligent upgrading and transformation, and launched five measures to improve the consumer shopping experience.

1、 In 2016, "mobile payment" was introduced to stores. So far, the proportion of mobile payment sales and transaction times has exceeded 30%, greatly facilitating customer shopping.

2、 Start the self checkout applet. Currently, many Huaguan stores have launched a small program self-service checkout function, which reduces the waiting time for customers to queue up and greatly facilitates customers' free shopping.

3、 Cross border integration. As the earliest physical store to cooperate with JD Home, with an open development mindset, we actively embrace the internet and cooperate with various excellent online enterprises to carry out O2O. Online ordering stores can pick up or directly deliver goods to our doorstep, greatly catering to the needs of customers after upgrading their consumption methods.

4、 Create a Huaguan Life Platform "Huaguan Home". Through the Huaguan online platform, the O2O model is used to achieve home to home service within the store service range of 3KM. Customers can place orders online, make payments, and pick up goods at the store. Customers can choose to pick up goods at the store or choose logistics delivery to their home. The delivery time to their home is only 1 hour.

5、 Rapid application of information technology. The application of modern information technologies such as electronic price tags, WeChat payment, self-service power purchase, electronic invoices, paperless cage car bills, and wireless barcode scales has reduced equipment costs and personnel costs. It is more environmentally friendly, with well documented data, and is not subject to personnel and time constraints.

Media: In the face of the new retail craze, what measures has Huaguan taken?

       Xiao Ying's answer is: Online and offline integration is the trend of retail development, so Huaguan has also accelerated the pace of digital construction and completed a number of cross-border technology integration. In 2016, we vigorously expanded various gaming methods for mobile payment, and now the proportion of sales and transaction times has exceeded 30%. Several stores have opened the "self-service cashier" function; The life platform "Huaguan Home" APP will also be launched in March next year, realizing Huaguan's own home service.

       In terms of omnichannel, it adopts self built and third-party cooperation models to comprehensively expand the online sector of Huaguan. Ensure online and offline integration and efficient operation. Only by synchronizing online and offline can better integration be achieved. Last year, Huaguan began to cooperate with Hanshuo Technology, using electronic price tags to synchronize online and offline product information, as well as the resulting display, inventory, picking, and marketing applications, to optimize the store workflow while improving the overall operational efficiency of the store.

       Just now, when we talked about new retail, I actually believe that new retail is not only a simple combination of online and offline, but also a high standard redistribution of consumer experience and a new requirement for work efficiency. That is, let consumers have the initiative to purchase and improve the shopping experience; Simplify store workflow and allow employees to communicate more with customers.

       Taking the recent Double 11 as an example, Huaguan and Maifeng Technology implemented precision marketing based on electronic price tags. During the Double 11, a "Double 11 Treasure Hunting and Shopping Festival" was held. At 5pm every day, the electronic price tag for participating products in the store will refresh the QR code entry, and a light will be lit to remind consumers that this product has a discount. You can scan the code to collect vouchers. By the end of the event at 8pm, the electronic price tag will be swiped back to the normal template, and the QR code voucher collection channel will be closed. If we switch to the era of paper price tags for such real-time time slot promotions, the complexity of the work can be imagined. Now employees only need to guide customers to collect coupons, and coupon placement and monitoring occur during consumers' "shopping", guiding customers to actively consume.

       Not only that, throughout the entire event process, the Huaguan backend can monitor the specific vouchers received by specific individuals at specific times, whether the verification has been completed, and whether additional coupons need to be added, truly achieving real-time promotion of "one person, one product, one coupon". According to background data statistics, the cancellation rate of customer vouchers for this event reached 90%, several times that of traditional marketing models.

In the future, Huaguan will devote more funds and resources to technological upgrading, which is also an adjustment based on customer needs.