What are the major moves of Kaiyuan Century?
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At the Yunqi Conference in October 2016, Chairman Ma Yun of Alibaba Board of Directors put forward the concept of “new retail” for the first time, and now the trend of “new retail” has quietly descended on the printing industry. On March 9, 2018, the first printing new retail experience shop of Shandong Century New Century Electronic Commerce Co., Ltd. officially met with the public in Jinan. In the 2nd consecutive year, Kaiyuan won the top spot in China's top 20 e-commerce e-commerce charts, and then refocused its attention on the line and began to transform from a printed e-commerce business to an eco-level service platform.
Online and offline, the customer is the direction
Ten years ago, Century Kaiyuan shut down all the print shops under the line and started doing it online. Ten years later, Kaiyuan’s first offline new retail experience store opened and it was determined to be a new species in the printing industry. The two transitions before and after this may not be understood by many people, but for Kaiyuan Century, the reason for making the change is simple: customer needs mean a clear light.
In 2008, due to the influence of digital cameras and smart phones, the film processing market shrank, customers for photo printing became less and less, and street printing shops closed down one after another. The printing industry became a veritable “sunset industry”. In the face of such a severe form, Century Kaiyuan made a bold inference - the customer's printing needs will change but will never disappear. In the view of Kaiyuan CEO Guo Zhiqiang, the number of on-street photofinishing shops will decrease, and customers will be more and more difficult to print photos. If they do not have services online, they are bound to go online to find a solution. Although the printing demand of individual customers is very small, the demand of the whole country is a market of one hundred billion yuan. To serve this market, it must rely on Internet means to achieve it. Therefore, Century Kaiyuan resolutely transitioned from offline to online.
In 2018, over the past decade, the transformation of Kaiyuan into a line has taken a decade. In this decade, Century New Century has upgraded from a single image to an integrated e-commerce business that includes imaging, printing and packaging, and corporate customization, expanding its official website and mainstream e-commerce platform. Mobile terminal and other types of channels, while accumulating a wealth of experience in small batch customization. Although the Kaiyuan line has flourished in the century, it has not been able to meet the market demand. The offline printing market is in urgent need of reform, and the small-volume customization needs of small and medium-sized enterprises have not been fully satisfied. Century New Century, as the pioneer of printing e-commerce, has the ability and responsibility to explore the possibility of online and offline market integration. Jinan's first new retail experience shop is a step for Kaiyuan to test new retail outlets.
New and old retail, return to the nature of business
Century New Century launched new retail, is by no means following the trend. As early as in 2014, the company's annual meeting, Guo Zhiqiang announced to all employees to do online and offline, Taobao and Taobao, PC and mobile, video and printing, Personal and corporate customers. In his view, the domestic printing industry is too fragmented, lacks influential big brands, has low-end overcapacity, high-end production capacity is insufficient, production methods are biased toward traditional extensive types, and homogeneity of products is serious. Not only that, the industry still lacks companies that provide customized services for small, medium and micro enterprises. It is estimated that the number of small and medium micro enterprises (including market players, micro merchants, Taobao sellers, etc.) exceeds 100 million in the country, and their customized demand can only rely on plans. Text shops and advertising companies meet part of the requirements, and they need to link up with multiple printing companies, resulting in low product production efficiency, high prices, and very poor customer experience. Century Kaiyuan looks at the value of this segment of customers and also has the ability to provide small-scale customized services to customers. In order to enable customers to enjoy high-quality, affordable, suitable and efficient products and services, Century New Century began to expand the offline market on the basis of the rapid development of the original online business, and combined the strengths of the Internet with the strengths of the offline channels to formulate new ones. The development strategy.
The industry should not be entangled in the concept of "new retail". This is just a consumption trend. The era of relying on information asymmetry to make money is gone forever. Now it is an era dominated by consumers. The “new retail” only emphasizes that enterprises must return to the essence of business and pay attention to the needs of consumers and bring them to consumers. Really affordable.
Enabling industry to help improve quality and efficiency
The new retail of the printing industry is far more complicated than other industries. This is the real experience of Century New Century in the practice of new retailing. Guo Zhiqiang said: "Either Indian enterprises or consumers have never considered printing as a retail industry. Instead, it regards it as a manufacturing and service industry, resulting in a level of service in the printing industry that is worse than other retail industries. The industry's originally weak service base, coupled with the complexity of the entire production and consumption processes, has determined that Kaiyuan's focus on opening up new retail sales is to empower the industry.
With product energization, Century Kaiyuan not only has a super-competitive “star single product”, but also provides one-stop solutions for companies with opening celebrations, festival promotions, corporate recruitment, exhibitions, exhibitions, and daily office situations, and supports “ One set, one from the print." Design and Energize, Kaiyuan uses Crowdsourcing model and sharing economic dividend, establishes a designer platform, recruits 400,000 online designers to take charge of orders and template design, which not only solves the design problem of massive orders, but also explores the profit model of outstanding package designers. Create a design ecology prototype, and derive a DIY design system based on this. Based on the template uploaded by the designer, support self-designed orders for users. After selecting the basic template, you can add or delete graphics, borders and other materials to achieve real meaning. Personalized customization. With regard to management empowerment, Century Kaiyuan will rely on its own IT capabilities to export SAAS-level service systems to help online store management online, enhance its data processing capabilities, and improve service capabilities and levels.
In addition, Century Kaiyuan also clearly planned the "ten million" plan for business expansion under the line:
"Ten" refers to the establishment of ten or more regional headquarters in key regions of the country, with the "All-India" factory as its core, supporting design, operation, and management services, and developing and perfecting local supplier cooperation systems to form a nationwide coverage. Supply network; "100" refers to the establishment of hundreds of direct-operated stores at the regional headquarters location, combining the advantages of online and offline services to provide standardized services for the ultimate corporate customers; "thousands" refers to attracting thousands of franchise stores through direct sales stores. As an extension of regional headquarters and direct-operated stores, Kaiyuan will help Kaiyuan to expand its service scope and enhance its service capabilities. “Million” refers to the creation of tens of thousands of cooperative stores through regional headquarters, direct sales stores, and franchise stores (Twin and Advertising company) broadens the depth and breadth of its products to provide a one-stop scenario solution; provides “five-tier design capabilities” to address industry pain points; exports SAAS-level management systems to help cooperatives complete product management in an easy and standardized manner. Order management, staff management, user management and logistics management.
The new retail strategy of Century Kaiyuan is of significance to the entire printing industry. The use of the Internet to transform traditional printing, improve service quality, enhance industry efficiency, and create a modern, intelligent, service-oriented printing new look.