In 2017, the emergence of Xiaomi House changed all this, humanized design, and product design of the entire ecological chain, allowing users to have more scene-based shopping. This is the so-called new retail. Subsequently Lenovo, a domestically-established company, officially joined the battle.
At the beginning of this year, Lenovo Zhi Life Store opened in Beijing Jinyuan Lufthansa Shopping Plaza. As an upgraded version of Lenovo’s “4S Retail Store” that began to be restructured from Lenovo in 2012, this store, known as “Lenovo Smart Life”, bears hope for Lenovo’s new retail transformation and symbolizes Lenovo’s real embrace of new retail. .
Personality areaPrecision service
Follow the author to see what's different here. At the door we can see that the overall style of the Lenovo store is very different from the past. The previous Lenovo signs were dark red and the bottom was a white LOGO. The overall color of the store was orange, giving a first impression. Youthful and warm.
In order to create a sense of science and technology and intelligence, a price of nearly 160,000 yuan "town shop animal beast" - the top eSports host Lenovo Saver WINBOT concept machine, placed in the shop entrance to the most prominent position.
Upon entering the store, we found that a total of 7 major product display areas were set up. The smart home area, smart options area, lifestyle selection, and sales charts were displayed on the right-hand side of the door, while the left-hand side was private. Custom area and interactive classrooms.
Lenovo smart life smart home exhibition area
Lenovo Chi Life Private Custom Zone
Lenovo intellectual life hot list
In the process of visiting the store, the author consulted the staff. According to the staff, the number of SKUs in the entire store was 478, and the total number of merchandise categories in the future online and offline will exceed 1,000. Products cover three major parts: Lenovo’s own products, Lenovo’s empowered ecological chain products, and smart products, of which Lenovo’s own products and Lenovo’s empowered ecological chain products account for more than 60% of the entire SKU.
In addition, the shop supports consumers offline offline purchase online payment, but also online payment to the store to pick up. What if I don't have a product in my shop? In order to solve this problem, Lenovo installed several O2O large screens in the store and customers can place orders online.
Lenovo intellectual life ink screen electronic price tag
From the figure we can see that most of the above price tags in the store use ink screen electronic price tag, and can achieve a one-minute national unified price adjustment through the background. As long as consumers scan the QR code, they can view various product details and share it in real time. The store sales personnel can also obtain real-time inventory of all nearby stores and warehouse products through the barcode of “ink price tag”. Can provide consumers with more shopping options.
Scene experience and service sublimation
There is nothing new about the offline product purchase. The biggest feature of this store is that it has private customized services for the entire product category, including personalized inkjet printing, exclusive engraving, and custom options. At the same time, it also provides the latest IT training for members with a radius of five kilometers, providing professional data recovery services, computer maintenance services, and home network component services for pre-sales and post-sales services. For female users or middle-aged and old users are very humanized services, eliminating the need to go outside to find the store to install or repair the troubles, but also do not have to worry about information leakage and other issues.
Since Lenovo returned to Lenovo in May of last year to serve as executive vice president and president of China, Lenovo has vigorously developed new retail channels. In response to the new retail and new scenarios, Lenovo will implement its new retail strategy focusing on 4S retail stores. According to the legendary CEO Zhou Ming, Lenovo plans to open only 30 new retail stores this year, and the remaining 120 stores will be transformed from the original 4S retail stores.
At present, Lenovo has more than 140 4S stores covering the major shopping areas in 60 cities across the country. As the main platform for adopting its new retail concept, Lenovo’s 4S retail stores focus on the four characteristics of sales of smart devices, services, products, and social experiences. In the past six months, Lenovo's offline stores have adopted aggressive marketing strategies to tap the consumer's potential for consumption. It opened cross-brand theme stores such as Lenovo's Mbay flash shop and Lenovo's fragrance theme store. In addition, Lenovo also uses technology products as an entry point to put the Lenovo Mirage AR equipment in 4S retail stores.
Lenovo's new retail store in front of the problem
The two days Lenovo just released its financial report. From the perspective of Lenovo’s specific business, Lenovo’s personal computer and smart device business were basically flat year-on-year. Its business income was 7.005 billion yuan, of which Lenovo’s global PC sales fell 6% year-on-year. A total of 12.4 million units, plus the increase in the cost of the entire parts, led to the Lenovo's loss. When I was exploring the store, I also discovered that the computer business was still the core sales of Lenovo. But for the current new retail model, whether Lenovo's operating model can withstand the test is not known.
Zhang Hua, vice president of Lenovo Group, said in an interview that “big data intelligence products are the biggest difficulties that Lenovo is currently facing.” Many of Lenovo’s offline stores are product-oriented and cannot be said to be one thousand stores, but basically every one The product difference of the shop is not large, and it is impossible to make accurate user portraits for the consumers according to the user's consumption habits. The lack of data precipitation has become a major obstacle to the transformation of Lenovo's new retail channels.
Lenovo wisdom life life intelligence district
Therefore, in April of this year, Lenovo will launch a brand new smart eco-brand, and focus on launching a number of Lenovo eco-chain products. "To be eco-chain, the products are nothing more than those products that Xiaomi and Huawei have. Lenovo's tone may have its own characteristics." A Lenovo executive revealed that the initial association of ecological chain is expected to There are 100 categories of products.
In the conversation, Lenovo revealed its self-confidence in the competition with its peers, but it is undeniable that Lenovo’s pace is still one step slower in the new retail game.
Future Lenovo's new retail layout
The first is to eliminate the main business, open up other areas, so that companies from a single business model to a diversified multi-legged road of development, and only then can it be possible to achieve overall business improvement. Therefore, on January 1st, 2018, Legend Legend was officially established by Legend Holdings' new retail company. Its main responsibility is to shoulder the heavy responsibility of Lenovo's new retail transformation in the future, with Zhou Ming serving as the CEO.
Legend legend CEO Zhou Ming said, “In 2018, Lenovo Life’s plan is to open 150 stores, most of which will appear in the mode of joining. Of course, the store’s store model may also have, the number may be 5000 At the same time, Lenovo CEO Yang Yuanqing said in an internal letter that there will be three key points. First, the personal computer and tablet PC business, followed by the data center business and mobile services, the last new smart device, "device + cloud". , "Infrastructure + cloud" in the store we also see a lot of AR products, which Mirage has become the global AR helmet equipment sales champion, last quarter, Lenovo also introduced the Mirage Solo VR head display, Mirage cameras and other products.
In the future of new retail, Lenovo will continue to invest in IoT devices, big data and artificial intelligence technologies to establish the competitiveness of vertical industry intelligent solutions. Let us wait for the future of Lenovo Zhizhi Store.