The live broadcast of shopping guides is on fire, but there is a frequent strange phenomenon that “store shopping guides refuse to guide customers to the official website of the headquarters”. The root of the problem is that the traditional C-end official website mall cannot bind the store to the shopping guide, and the order is not divided between the store. This article uses a picture + seven dimensions to completely disassemble the “cloud store” and the “official website micro-mall”: from the business model, shelf form, live broadcast ability to financial account sharing, tell you why the “cloud store” is the “cloud” that makes the headquarters, dealers, stores, and shopping guides win-win in the new retail era.
Recently, the live streaming of offline store shopping guides has become popular, but at the same time, many companies are wondering. Why is the shopping guide of our store unwilling to share the official website mall of the brand headquarters to sell goods in the circle of friends?
That’s because the general shopping guide belongs to the store, while the stores in different regions are opened by dealers, so some dealers are unwilling to divert their stores and customers in the hands of the shopping guide to the official website mall of the headquarters for consumption. Because the traditional official website mall does not support customers to bind shopping guides and stores, and mall orders do not support store delivery, customers cannot do multi-level account sharing for stores and dealers after placing orders online.
1. The development of the cloud store model
It is also an online transaction channel, what is the difference between the popular “cloud store” system and the traditional official website mall? This is a common question for many retail companies.
The concept of “cloud store” has a long history, and it is essentially an exploration of “the Internet of physical stores of chain enterprises”. However, at that time, whether it was from the IT system, cloud computing, logistics and distribution, consumption habits, or the enterprise’s own business layout, it was not perfect, so the “cloud store” model has been in the exploration stage. But in the past two years, the cloud store model has begun to mature.
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“Cloud store” also has some similar expressions, such as “cloud store”, “store online”, “store O2O”, or many chain companies simply call it “new retail system”. Some beauty, home furnishing and other enterprises served by Shangpai last year have upgraded their digital systems to be the “cloud store” model.
The success of the “cloud store” model should be thanks to the commercialization of WeChat and the rapid development of mini program e-commerce.
Because at present, the entire Tencent WeChat ecosystem has “social interaction functions, brand private domain traffic operation, enterprise WeChat series, in addition to “mini program e-commerce + live streaming”, etc., WeChat has gradually changed the shopping habits of consumers.
2. The unique value of cloud stores
The difference between cloud stores and official website malls is determined by the business model and business logic of the enterprise.
We can understand that the traditional official website mall is just an extension of the company’s online channels, which is generally operated by an independent e-commerce team, with independent inventory, and using independent logistics and distribution. The establishment of most official website malls was not directly related to the offline store business at that time.
Different from the official website mall, the business logic of “cloud store” is to make all the business of offline chain stores online (cloud-based), marketing social, and intelligent order fulfillment. It is to let all stores have a “cloud” on the head, which can put all the goods operated by the enterprise on the shelves. With the help of cloud stores, any store shopping guide can choose to recommend all cloud store products to its bound members, and the profits from the transaction can be attributed to dealers, stores and shopping guides according to the rules.
On the whole, cloud stores and official website malls are different in terms of enterprise development strategy, business characteristics, shelf model, departmental coordination, order fulfillment, system complexity, financial strictness, external system docking and other aspects.
What are the specific differences?
3. Cloud store VS micro mall
1. Business model and cloud store deployment
Most enterprises choose the official website mall system to do direct e-commerce, which is a relatively simple market decision.
The difference between the cloud store model is that it involves various dealers and all offline stores of the enterprise, involving multi-role, multi-level financial division, etc., which should be a digital project that needs to be carefully decided by the top leader of the enterprise for enterprise development.
It is understood that there are currently three mainstream models of chain retail enterprises:
- The stores are all purely directly operated chain models
- The store is a chain model of “direct operation + franchise”
- The stores are all pure agent franchise chain model (regional distribution)
For these three models, the functional deployment of the “cloud store” system is also different.
For chain retail enterprises that are purely directly operated by stores, the cloud store system is uniformly deployed and managed by the headquarters, which is relatively simple.
The store is a “direct + franchise” model, and the “cloud store” system is still deployed by the headquarters, but for dealers, a clear account sharing function between the headquarters and the dealer store is added.
If the headquarters does not have a store and the physical store is joined by a dealer, the headquarters can independently deploy a cloud store system for each regional dealer, which is operated by the dealer itself. The headquarters provides support such as operational guidance and brand marketing planning.
2. Business bearing
The official website mall is a more single-point WeChat channel mall business; In addition to the mall, the cloud store also carries stores, shopping guides, in-house purchases, distribution system business and membership business. Therefore, in terms of internal department collaboration, the cloud store system is the number one project of the enterprise, which will fully involve online, offline stores and dealer systems.
3. Shelf mode
Micro-mall is a single electronic shelf for C-end consumers; However, cloud stores include consumer shelves, shopping guide shelves, in-house purchase shelves, store shelves, and distributor goods. Therefore, Shangpai Cloud Store is a shelf system that supports multi-role and multi-level participation.
4. Order fulfillment experience
The current cloud store is a more advanced “omni-channel order fulfillment” to ensure consumers’ shopping experience. Its order fulfillment methods include: online delivery, store pick-up, store transfer delivery, and store flash delivery.
5. Marketing capabilities
Because the cloud store has opened up the online and chain store business, docked with multiple systems of the enterprise, and the system itself supports more complex transactions, it has more advantages in the design of the marketing model.
Live streaming: The official website mall only supports a single point of live broadcast; Because the cloud store is connected to many offline stores, each store can independently start live broadcasting, realizing multi-point simultaneous live broadcasting; Marketing activities and recommended products in the live broadcast room can be designed independently.
Points and coupons: Traditional micro-malls only support online points and coupons. Shangpai Cloud Store has opened up online and offline points and coupons, so points and coupons are common online and offline, and different types of points and coupons can also be set online and offline. For example, in order to attract customers to the store, you can set the benefit points of the in-store coupon higher in the cloud store.
Product distribution: Traditional micro-malls only support a single product distribution function, while Shangpai Cloud Store supports multi-role and multi-level distribution models because of its more advanced financial reconciliation system, and different stores on the cloud store can initiate different distribution strategies separately.
6. System complexity
The system of the official website mall is relatively simple, most of which are SaaS models; Because it involves more business systems within the enterprise, the cloud store system is more complex and flexible, and at the same time, it also has higher requirements for data privacy, security, and compatibility.
7. External system docking
The official website mall only needs to meet the demands of fewer departments within the enterprise, and there is less connection with the internal system of the enterprise; In order to meet the business demands of different departments, cloud stores often need to connect more than 3-5 internal IT systems and external systems to realize the docking and interconnection of business data.
In terms of system openness, traditional official website malls are generally SaaS models and do not support enterprise customization and development. In other words, the retail business of enterprises must adapt to the official website mall system, which will cause a lot of process inconvenience.
The cloud store itself has opened up dealers, stores, shopping guides, members and other businesses, comprehensively considering the current enterprise needs of omni-channel retail, and supporting enterprises to carry out more complex business innovation; At the same time, the cloud store system itself is open, supporting enterprises to carry out secondary development, allowing the system to adapt and flexibly support the closed loop of enterprise business, and truly realize the original intention of enterprises to use digital systems to reduce costs and increase efficiency.
Two systems, one light and one heavy, are suitable for enterprises with different business types.
